The FMCG Guys

Max Sinclair is the CEO and Founder at Agentic Commerce Optimisation leader Azoma. AI has gone from a relative niche to be absolutely central in FMCG. A byproduct of this transformative wave has been the emergence of Agentic Commerce. This is the impact of LLMs and AI Agents on the relationship between brands and consumers, from discovery to purchase. Max has placed his business and himself at the forefront by being unapologetically Agentic-first, hosting their own events and actively sharing knowledge on a podcast and LinkedIn.
He joins us at a particularly pivotal moment for Azoma, as the business has just received a strategic investment from Dunnhumby Ventures.
Tune in to hear about:
The state of Agentic Commerce: what can agents do today?
Why Azoma is at the forefront of Agentic in FMCG
The investment from Dunnhumby Ventures and how it will transform their capabilities
What brands are doing in Agentic — and what they could be doing more of
The 5 Cs framework to measure Agentic rigorously
Closing the loop with Dunnhumby's Data
Follow us on Instagram: https://www.instagram.com/fmcgguys/ 
Audio Mixing by Modest Ferrer
Voice Acting by Jason Martorell Parsekian
Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.

Simon Swan is Director of E-commerce Development at Karo Healthcare, where he is helping reshape how digital commerce is understood and executed across markets and functions. In this episode, Simon joins Daniel and Christina to discuss why e-commerce cannot succeed in isolation, why digital shelf excellence should be treated as a business basic rather than a standalone initiative, and why retail media investment only works when the fundamentals are already in place. They also explore how AI and LLMs are expanding the digital shelf beyond the PDP, raising the bar for discoverability, consistency and collaboration across the entire organization.
In this episode, we talk about:
Why e-commerce must break out of the silo and become a truly cross-functional capability.
Why digital shelf excellence is a hygiene factor, not a one-off project.
The case for getting the basics right before investing heavily in retail media.
How digital leaders can translate e-commerce into the language of the C-suite and wider business.
How AI and LLMs are redefining discoverability beyond retailer product pages.
Why collaboration, trust and emotional intelligence are becoming critical capabilities in digital commerce.
Follow us on Instagram: https://www.instagram.com/fmcgguys/ 
Audio Mixing by Modest Ferrer
Voice Acting by Jason Martorell Parsekian
Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.

Laurence Wyatt is Head of EU Beverages Research at Barclays Investment Bank, where he analyses the forces shaping the global alcoholic beverages industry. In this episode, we challenge some of the biggest assumptions around drinking today, from whether Gen Z is really turning away from alcohol to the role of affordability, demographics and changing health perceptions. Tune in to hear about:
Are people really drinking less?
The myth (or not) of the sober Gen Z
Affordability and the economics of alcohol consumption
China's decline and India's growth opportunity
Demographics and the future of global demand
Premiumisation, non-alcoholic drinks and new growth avenues
Watch on YouTube: https://youtu.be/Drh2ZMPRNoU 
Audio Mixing by Modest Ferrer
Voice Acting by Jason Martorell Parsekian
Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.

Roman Putsch is the UEFA's Chief of Marketing and Digital, helping shape and grow some of the most iconic brands in world football, including the UEFA Champions League and the Euros. In this episode, we go behind the scenes of the game to explore why football commands attention like few other platforms can, what makes the Champions League such a powerful and consistent global brand, and how UEFA is helping partners turn passion and fandom into real commercial impact. From sponsorship and first-party data to retail media, cultural relevance and the power of iconic brand assets, we unpack what FMCG marketers can learn from football.
Together, we speak about:
Roman's journey from automotive into what many would consider a dream job in football
What makes the UEFA Champions League one of the most powerful brands in sport
Why iconic assets, consistency and emotion matter so much in building a global brand
How football combines attention, passion, visibility and cultural relevance
How sports sponsorship is moving beyond logos and eyeballs into measurable business impact
The role of first-party data, digital activation and retail media in modern sponsorship
How UEFA approaches the Champions League, Europa League, Conference League and national team football as distinct brands
What FMCG brands can learn from the way football builds engagement and fandom
Follow us on Instagram: https://www.instagram.com/fmcgguys/ 
Audio Mixing by Modest Ferrer
Voice Acting by Jason Martorell Parsekian
Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.

Tony Lorman is the President – EMEIA Pacific at Edgewell Personal Care, the company behind iconic brands like Hawaiian Tropic, Wilkinson Sword, Bulldog and Wet Ones. In this episode, we say goodbye to summer by evoking childhood memories through the unique scent of an iconic suncream, explore a business built on a mix of heritage and new-generation brands that share a common challenger mindset, and learn how Tony approaches leadership in this context and in today's environment.
 
Tune in to hear about:
How scents, memories and distinctive brand assets can turn products like Hawaiian Tropic into enduring symbols of summer

What it means to operate as a challenger across highly competitive categories such as shaving, grooming and sun care

How Edgewell has sharpened its portfolio, including reducing complexity to focus investment behind the brands and products with the strongest right to win

Why challenger brands need to bring retailers something different, from new consumers and stronger margins to greater agility and collaboration

The role of retail media, e-commerce and emerging consumer trends in shaping the next chapter of growth in personal care

Tony's approach to leadership, culture and engagement. Why listening, relationships and "your network is your net worth" have shaped his career

Audio Mixing by Modest Ferrer
Voice Acting by Jason Martorell Parsekian
Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.