WE BRING DEEP RETAIL MEDIA STRATEGY AND OPERATIONS EXPERIENCE AND SERVE:
Agencies and brands facing complicated investment decisions in the fast-changing world of retail/commerce media. How do you sort fact from fiction? How do you reach real consumers with your RMN/CMN investments in an ecosystem challenged by fees, made-for-advertising, and invalid traffic? And how do you maximize incrementality and identity without cookies?
AdTech platforms supporting media networks and their growing media collaborators. What crucial capabilities and products are missing from your strategy? How can you support media networks to make advertising easier and more effective for brands and agencies? What makes you different?
Investors who recognize the opportunities presented by the growth of commerce media. How best to evaluate marketplace claims and thoroughly vet these opportunities? How strong are your existing periscopes and crystal balls so you can spot value creation first?
OUR ENGAGEMENTS REFLECT THE DYNAMIC RANGE OF OPPORTUNITIES IN COMMERCE MEDIA
OFFSITE IDENTITY AND FORMATS
An agency invests in on-site retail media formats for one of its clients across several retail media networks. Where are the strongest offsite identity matches and media formats to expand brand and product consideration?
INCREMENTALITY CHALLENGES
The explosion of walled-garden RMNs makes reach and frequency optimization more challenging. This puts pressure on budgets and performance. How should brands adjust their media strategy so their incremental investments drive incremental results?
MATERIAL MATCH-MAKING
Agencies, AdTech and brands are looking to collaborations, joint ventures, and M&A to expand their RMN/CMN capabilities This can have the intended competitive and positioning implications … or be a fleeting headline. Where are the best matches that will make a material difference?
PLACE YOUR BETS
RMN AdTech is increasingly attractive to investors. Economics of the changing advertising ecosystem offer the prospect of fantastic returns (and losses). Which insights and intel would best help private equity and investment firms place their bets?
ORGANIZATION AND CULTURE ARE THE X-FACTORS
NO ZERO-SUM GAMES
Sometimes the question is wrong. It’s “and” not “or.” Is RMN CTV awareness, consideration or conversion? Yes. Is retail media about transactions, ads, or content? Yes. Trade marketing or media? Yes. Leadership in this space is often about finding the “and.”
CHANGE MANAGEMENT
When paradigms change, teams inside an organization tend to dig in. Tribalism intensifies and bunkers are erected. Generalizations and stereotypes flare. How do organizations approach team integration and change management so that everyone is focused on the real competition, and not each other?
INCENTIVE ALIGNMENT
Building or serving retail and commerce media networks involves a lot of change, but there’s one area that should not be as difficult as it often is: alignment of incentives. Whether economic, customer, or client KPIs – even bonuses and equity – taking the time to (re)wire organizational incentives will turn internal headwinds into tailwinds.
THREE CORE TRUTHS GUIDE OUR WORK:
Your opportunity in commerce media is greater than you imagine
This is not hyperbole. We simply believe that the impact of commerce media, with RMNs at its epicenter, will exceed forecasts. (Paradoxically, challenges and complexities may impede the pace of growth. But acceleration is coming.)
You need insiders, not theoretical modelers
We recognize this because we all come from retailers and retail partners that have shaped today’s commerce media ecosystem. Preparing you to win – not creating perpetual consulting engagements – is our focus. Decisions and actions are our forte.
YOUR X-FACTORS ARE HUMAN AND ORGANIZATIONAL DYNAMICS
Not technology. Not data. Not ad product portfolio. All are crucial – but the headwinds of success are working within the realities of talent, organizational culture and social behavior. We will apply our perspective and experience to convert resistance to advocacy.