This episode is brought to you by
Commerce.
For four decades, Ellis Verdi, Founder and President of DeVito/Verdi, has helped shape some of the most talked-about — and often controversial — campaigns in retail advertising. From launching Daffy’s with bold, conceptual creative to working with Macy’s, Kohl’s, Men’s Wearhouse and Meijer, Verdi has built a career on one philosophy: tell the truth, even if it ruffles feathers.
Retail Remix host Nicole Silberstein sits down with Ellis to discuss what’s changed (and what hasn’t) about connecting with consumers, the ongoing tension between brand and performance marketing, and why controversy isn’t always a bad thing — if it comes from an honest idea.
Ellis shares the stories behind some of his favorite campaigns, including the infamous “straightjacket” Duffy’s ad that sparked protests, and how ads for Macy’s I.N.C. brand and Meijer’s private label spinach redefined how retailers communicate value. He also weighs in on recent campaigns — like Levi’s x Beyoncé and of course, Sydney Sweeney x American Eagle — that signal a welcome return to upper-funnel brand storytelling.
Key Takeaways:
- Why conceptual advertising still matters in today’s performance-driven landscape;
- How controversy can serve a campaign — when it’s rooted in truth; and
- The importance of balancing top-of-funnel branding with down-funnel ROI.
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What is Retail Remix?
The rules of retail are constantly changing. Today, we're in an exciting new era where brands can differentiate through experience and use technology to connect with customers in new and exciting ways. Retail Remix is a new podcast series brought to you by Retail TouchPoints, the industry's leading source for news, insights and research for all things customer experience. Every week, we sit down with someone who is helping put a new spin on the retail experience. Hear from the top practitioners, analysts and innovators in retail, and see what new engagement opportunities await.