Tesco has agreed a “landmark” partnership with the world’s biggest media-buying business GroupM to supercharge its retail media business.
The partnership is expected to “drive best-in-class delivery of data-led solutions, education and innovation across all facets of retail media”.
It will cover on-site, off-site, and connected store offerings, including an agency-first in-store screen partnership, leveraging the supermarket giant’s 22 million Clubcard households.
The partnership will create a framework for a more strategic and differentiated operating model, delivering value against GroupM’s core pillars of commercial, data, innovation, technology and education.
Tesco Media and Insight platform client development director Nick Ashley 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.”
GroupM head of commerce David Fieldhouse added: “With data becoming ever more important in the planning and buying process on behalf of our clients, this was a determined effort to align with one of the largest retailers in this space and help advance conversations around positioning our clients and brands in an environment that benefit brand, client and agency.”
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