Tesco agrees retail media partnership with advertising giant GroupM

Tesco has announced a significant media partnership with GroupM, WPP’s media investment group, which aims to “drive best-in-class delivery of data-led solutions, education, and innovation across all facets of retail media in the UK”. GroupM said the deal is among the first of its kind focused specifically on the burgeoning retail media arena which covers on-site, off-site, and connected store offerings. The relationship will also see the establishment of an in-store screen partnership – an agency first – leveraging the ever-evolving Tesco Connected Store – as well as early access to innovations within the Platform and a direct feedback loop into the product ad propositions team to help shape future offerings. GroupM added that the partnership creates a framework for more defined and strategic working, aimed at “driving differentiation and exclusivity, as well as greater industry influence across six key pillars: commercial, data, first mover, technical, education and publicity”. GroupM’s teams will have access to Tesco Media and Insight Platform’s Insights module via the dunnhumby Sphere self-serve platform as well as dedicated advanced Client Success support, while both parties will explore possibilities to improve implementational planning with refined bespoke audiences. Nick Ashley, client development director at Tesco Media and Insight Platform, said: “This is a major landmark for us in developing a large-scale strategic partnership with one of the world’s leading networks, representing so many exciting brands. “Through the arrangements, GroupM will benefit in numerous key areas in retail media across data, insights, and strategic planning, which will enable its clients to truly harness the power of retail media – in all its forms – for measurable commercial advantage. It’s a further example of how Tesco Media and Insight Platform is enabling agencies and their brands to deliver ever more exciting and commercially effective campaigns.” Luke Bozeat, COO at GroupM UK, added: “We have worked successfully with Tesco Media and Insight Platform for several years and are delighted to take this a major step further through committing to a long-term strategic partnership. The unique attributes of the Tesco Media and Insight Platform gives us, and our clients, the opportunity to truly explore the full gamut of opportunities offered by retail media and puts us at the forefront of initiatives to drive further innovation in this area. We look forward to a long and mutually successful collaboration.” GroupM will also establish a Tesco Media and Insight Platform Champions programme for select individuals across the group who will act as internal ambassadors for the Platform, while joint publicity initiatives will further promote the role of retail media and help to scale its adoption by leading brands.