The CPG Guys are joined in this episode by Abby Laursen, Senior Director of Ads Product Marketing at Snap Inc., a technology company that contributes to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together.

This episode was recorded at the 2025 Cannes Lions International Festival of Creativity.

Learn more about Snapchat for Business : https://forbusiness.snapchat.com/cpgguys

Follow Abby on LinkedIn at: https://www.linkedin.com/in/abigail-laursen/

Find the Snapchat Generation Report here: https://newsroom.snap.com/snapchat-generation-report

Read Snap Success Stories here: https://forbusiness.snapchat.com/inspiration

Abby answers these questions:

1. What makes Snap a uniquely powerful platform for CPG marketers compared to other social or retail media environments?"
2. How does Snap bridge the gap between upper-funnel storytelling and lower-funnel conversion?"
3. Snap’s focus has always been on real relationships. How does that translate into real retail outcomes for brands?"
4. What does Gen Z expect from CPG brands today — and how should brands evolve to meet that? What’s the biggest myth brands still believe about Gen Z engagement on social platforms?
5. How is Snap helping brands remain culturally relevant while staying true to their identity?
6. What’s the biggest myth brands still believe about Gen Z engagement on social platforms?
7. How do you see the line between social and retail blurring in the next 12–24 months?"
8. What does the future of 'retail media meets social commerce' look like from your seat? What’s one innovation or trend at Snap that CPG leaders should be paying more attention to?
9. How is Snap helping brands prove ROI, especially when it comes to full-funnel performance? How do you think about attribution in a world where so many platforms are walled gardens?

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