2023 has been touted as the year of retail media. Between Tesco, Asda, Sainsbury's, Lidl, Boots, Target, Kroger, Uber, Deliveroo, Revolut, and Walmart, retailers have been jumping at the chance to expand their media footprints. But what should retail media’s space be on the media plan?

Kiessé Lamour, Wunderman Thompson's global head of media, commerce, and Simon Akers, founder of marketing consultancy Archmon, join host and reporter Ella Sagar to future of retail media, including why Lamour and Akers believe travel companies are primed to be the next big thing.

“We should be treating retail media as a contributor to the overall shopper strategy," said Akers. "It’s complicated because you’ve got brands, you’ve got the shopper team, you’ve got the retailer... [but] how do we integrate the needs of the shopper team with the needs of the media team and ensure that we’re all helping each other out?"

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This episode was edited by our production partner Trisonic.

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