CANNES – Retail media networks are rapidly reshaping the way brands and agencies collaborate, according to experts from Albertsons, Google and Spark Foundry. As these networks harness invaluable shopper data, they offer new opportunities for agencies to drive sales while navigating the complexities of multiple retail platforms.
These evolving partnerships are essential for brands looking to optimize their marketing efforts and streamline their strategies across an increasingly fragmented landscape, as this panel discussion hosted by Jon Watts, managing director of the Coalition for Innovative Media Measurement, detailed at the Cannes Lions International Festival of Creativity.
Evan Hovorka on the evolution of brand-agency collaboration
Evan Hovorka, vice president of product and innovation at Albertsons Media Collective, kicked off the conversation, highlighting how the rise of retail media is reshaping the way brands and agencies work together.
“Retail media exists because we move units. Retailers have always had a role in getting products off shelves, and now, with the help of marketing, we can introduce products to new shoppers and offer discounts,” he said. “However, the ultimate goal remains to move products off the shelf.”
He cited the need for agencies to partner with retailers to bring their core goals to life, adding, “The relationship between brands and retailers is central to success, and agencies must adapt to this new reality.”
Shawn McGahee on the power of shopper data
Shawn McGahee, head of retail media at Google, further explored how the integration of data is a game changer for the sector.
“Retailers have an invaluable data set on shopper behavior that agencies would love to have access to,” he said. “This data is central to understanding how products move off shelves, making retail media a powerful tool for brands.”
McGahee also touched on the complexity of working with multiple retail networks, noting that while each network may report their success metrics, the challenge remains in understanding which data is truly valuable for a brand’s strategy.
“Agencies play a vital role in advising brands on where best to spend their marketing dollars across this increasingly fragmented retail media landscape,” he said.
April Carlisle on the agency’s evolving role in retail media
April Carlisle, executive vice president of commerce at Publicis Groupe’s Spark Foundry, emphasized the role of agencies in navigating the evolving retail media space.
“Retail media is both a channel and a layer of data that agencies must now manage for clients,” she said. “Each retailer has a unique offering, and it’s up to agencies to understand these nuances and help brands make informed decisions on where to invest their marketing dollars.”
Carlisle also highlighted how agencies are continually adapting to new retail media strategies, with a growing number of clients in-housing their media functions but still relying on agencies for expertise in navigating this complex ecosystem.
Looking ahead to retail media’s future
The discussion also touched on the future of retail media, with Hovorka predicting further integration and transparency in the industry.
“Over the next 12 months, we expect to see more self-service tools for agencies and brands, allowing them to easily access and leverage retail media assets,” he said. “This shift towards more flexible and accessible platforms will help us better serve the needs of the CPG industry.”go
Ongoing collaboration in fast-changing landscape
As the panel wrapped up, the importance of collaboration between retailers, agencies and technology platforms was clear.
“We are in a period of rapid change,” Carlisle said, “and those who can adapt to the evolving retail media ecosystem will be the ones to lead in the future.”
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