Breakthrough Brands: What’s Driving Liquid I.V.’s Digital Dominance and Deal Event Success?

Mike O’Donnell, SVP Innovation and Business Transformation at Flywheel, breaks down the real impact of AI-powered search on consumer behavior and brand strategy. Mike shares why consumers are embracing generative tools, how brands can adapt their content and measurement strategies for the new world of AI search, and what mass personalization means for the future of commerce.

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What’s the real impact of your advertising - and how do you know when you’ve reached the point of diminishing returns? In this episode, Emma sits down with Iñigo Gutierrez Fernandez, Analytics & Insights Associate Principal at Amazon Ads, for a behind-the-scenes look at the science powering smarter budget decisions.

Iñigo unpacks Amazon’s holistic measurement framework, from pinpointing the “tipping point” for ad efficiency, to understanding both immediate and long-term campaign impact, and even tracking omnichannel results through the Amazon Shopper Panel. You’ll learn how to move beyond guesswork and use data to identify when your investment is working, which channels drive lasting value, and how to build a strategy that fits your brand’s goals.

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Every brand wants to drive stronger results - and truly understand what’s behind them. In this episode, we’re live from unBoxed at the Partner Content Studio with Paula Despins, VP of Campaign Measurement, Planning, and AMC, for an inside look at Amazon’s latest launches that are transforming campaign development, optimization, and measurement. Amazon's new Ads Agent empowers advertisers to build smarter audiences and campaigns, and democratizes access to AMC insights that further help understand what's driving real growth for your business.

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Emma Irwin and Flywheel’s SVP of Commerce, Mike Feldman, are live from Nashville for a rapid-fire recap of Amazon unBoxed 2025. In just 20 minutes, Emma and Mike unpack the announcements shaping the future of retail media - from unified ad platforms and the latest in video innovation, to full funnel AI-powered campaigns and the evolving role of AMC. Hear candid takes on what’s truly new, which launches matter most, and why the human touch still sets agencies apart as automation accelerates.

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ROAS has long been the standard in retail media, but it leaves brands with an incomplete picture of shopper value. In this episode, VP of Product Gabe Fishbein joins Emma to reveal our "Return on Consumer Dashboard," a new solution that puts the entire consumer journey in focus.

Gabe explains how this dashboard goes beyond campaign-level metrics and helps brands understand shopper value at every stage, from first interaction to loyalty. Discover where consumers drop off, where your investments make the most impact, and how to turn insights into growth.

If you're ready to move beyond guesswork and truly see what drives value for your brand, this conversation is for you. Listen in for how our Return on Consumer dashboard gives you a clear path to smarter decisions and stronger results.

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Patrick Miller (Co-founder, Flywheel) and Emma jump into this month’s recap with insights on Amazon’s latest earnings and what they reveal about the company’s expanding grocery ambitions. They also explore Amazon’s new AI-powered “Help me decide” feature and what it means for the future of shopping. Next, they discuss Walmart’s plans to transform a Pennsylvania mall into a mixed-use retail destination, and wrap up with a candid look at what it takes to succeed as a CPG manufacturer as industry pressures continue to mount.

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In this episode, Emma sits down with Chris Rueckert, SVP of Commerce at Flywheel, to explore how shopper media is evolving and why it matters more than ever. Chris shares details on Flywheel’s new shopper media offering, highlighting the importance of connecting data, strategy, and the in-store experience.

Listen in to learn how we're helping brands bridge the gap between retail media and shopper marketing, and why a holistic, consumer-centric approach is key for driving sales.

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What happens when a retail giant puts member value at the center of its advertising strategy? In this episode, Emma sits down with Mark Williamson, Assistant Vice President of Retail Media at Costco Wholesale, to explore how Costco is building its retail media business without compromising on its core principle: delivering value to members. Mark shares insights from Costco’s journey, including the challenges and opportunities of unifying omnichannel data, the importance of identity fidelity, and why member trust outweighs short-term ad revenue.

In this episode, Emma and Patrick dive into OpenAI’s new instant checkout feature with Etsy, discussing how AI-powered commerce is reshaping product discovery and the shopper journey. They additionally further unpack the recent streaming partnerships news and what it means for advertisers, and wrap up discussing new tools for sellers coming out of Amazon Accelerate.

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Gabe Fishbein, Flywheel's VP of Product, sat down with Alan Lewis (Director of Product, AMC, Amazon Ads) at Amazon Accelerate 2025 to discuss AMC’s expanded accessibility, new user-friendly features, and how brands of all sizes can use AMC for actionable insights. Listen in to learn how the platform is evolving and walk away with creative use cases, and what’s next for AMC.

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