Asda has appointed SMG as its new Retail Media Network (RMN) partner, with the marketing agency set to manage the supermarket’s retail media planning and operations.
Having previously been handled by GIG Retail for the past eight years, SMG’s appointment comes as Asda prepares to expand its RMN via more stores, new digital channels, and other propositions.
SMG stated that it plans to use Asda’s rich customer data to create targeted, insight-led, creative omnichannel campaigns, helping brands reach the right audience through the right touchpoints, whether that be social, digital, TV, or in-store.
SMG’s proprietary software product Plan-Apps – where £1m of media spend is already planned every day – will be embedded into Asda’s technology stack. The firm said this would enable smooth end-to-end planning, management, and measurement cycle for campaigns.
“This is an exciting time for Asda and the retail media industry, and we have decided to partner with SMG as we feel they can help propel Asda Media forward at a critical time for us,” said Jon Beill, Senior Director of Media & Insight Commercialisation at Asda.
“We have ambitious growth plans and are investing in creating a market-leading retail media network. More to come on this in the next few months!”
Sam Knights, CEO at SMG, added: “We are delighted to be partnering with Asda to bring the SMG knowledge, expertise and technology together with the existing proposition, capabilities and talented team.
“In our 15 years, we have championed connected commerce marketing; forming better connections between the brand, the retailer, and the customer – an ideology that has become even more prevalent in today’s world. The Asda brand and loyal customer base allows for a truly exciting opportunity to build a sophisticated and innovative retail media offering for brands.”
