Interviews, insight & analysis on digital media & marketing

Dentsu launches specialised retail media practice

Global advertising agency Dentsu has launched a dedicated retail media practice to help brands to build omnichannel buying experiences.

The Retail Media Specialised Practice will allow brands to harness Dentsu’s capabilities across customer experience, technology, media, data, creativity, and content to link “every customer touchpoint”.

“Consumers no longer go shopping – they are always shopping, and they buy from brands that create emotional bonds. That is anchored in delivering unbound experiences across all channels and touchpoints; no longer restricted by inbound and outbound channels, but experiences that are centred around the consumer. At Dentsu, we are in a unique position of being able to deliver the entire consumer journey and create experiences that match demand,” said Paul Lynch, Integrated Solutions Lead, Commerce & Retail UK&I at Dentsu.

Through the specialised practice, Dentsu promises it will enable brands to monetise first-party data, integrate retail experiences into the user experience, multiple efficiency and efficacy of media, accelerate buyer growth, develop deeper customer relationships, and create value realisation.

Dentsu’s own Global Ad Spend report predicts that digital retail media will continue to be one of the fastest growing channels this year, projecting a growth of 20.8%.

“Dentsu’s Retail Media Specialised Practice offers flexible, transparent, retailer-owned, technology-independent capabilities that integrate seamlessly into existing tech stacks—a necessity for retailers and brands in today’s landscape. We are providing a roadmap for our customers to deliver the ultimate retail experience and drive value realisation,” said Lynch.