Key Themes from SXSW 2026 Shared by Omnicom's Greg Brown

Omnicom exec discusses the future of CPG brands and the 'E-IQ economy' at the annual tech and culture festival.

Apr. 8, 2026 at 9:34am

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Greg Brown, SVP of Innovation for the DAS Group of Agencies at Omnicom, joins The CPG Guys podcast to share key themes from the 2026 SXSW conference in Austin, Texas. Brown discusses how the convergence of tech, film, music, education, and culture is impacting the future of CPG brands, including the shift away from scale and mass awareness, the rise of AI shopping agents, and the importance of emotional intelligence in marketing.

Why it matters

SXSW has become a bellwether for emerging trends across industries, and Omnicom's insights provide a valuable look at how CPG brands need to adapt to changing consumer behaviors and new technologies. As mass retail models face disruption and AI plays a growing role in shopping, understanding these key themes can help CPG marketers future-proof their strategies.

The details

During the podcast, Brown covers several key themes from Omnicom's SXSW 2026 wrap report, including the shift away from scale and mass awareness for CPG brands, the impact of AI shopping agents intercepting consumers before they reach retailer websites, the diverging approaches of major retailers like Walmart and Amazon, and the importance of emotional intelligence in marketing to Gen Z and Gen Alpha consumers.

  • The 2026 SXSW conference took place in Austin, Texas.
  • Omnicom released its SXSW 2026 wrap report on April 8, 2026.

The players

Greg Brown

SVP of Innovation for the DAS Group of Agencies at Omnicom.

Omnicom

A global marketing and corporate communications holding company that owns and operates various advertising and public relations agencies.

SXSW

An annual conglomeration of film, interactive media, and music festivals and conferences that take place in mid-March in Austin, Texas.

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What they’re saying

“For CPG brands whose products live on retailer shelves and retail media platforms, what does it mean practically when an AI agent intercepts a shopper before they ever reach a PDP?”

— Greg Brown, SVP of Innovation, DAS Group of Agencies, Omnicom

“Gen Z and Gen Alpha were called out specifically — they don't reject branded content, they reject inauthentic content. What's the line between a CPG brand showing up credibly in culture versus coming across as cringe?”

— Greg Brown, SVP of Innovation, DAS Group of Agencies, Omnicom

What’s next

Omnicom plans to host a webinar on May 15, 2026 to dive deeper into the key themes from SXSW 2026 and provide additional guidance for CPG brands.

The takeaway

As CPG brands navigate the shifting landscape of retail, technology, and consumer behavior, understanding emerging trends from events like SXSW will be critical to staying ahead of the curve. Omnicom's insights highlight the need for CPG marketers to prioritize emotional intelligence, authentic engagement, and adaptability in their strategies.