Tesco has forged a “landmark” retail media partnership with the world’s largest media investment group GroupM, in a bid to bolster its retail media business.
The new agreement represents the most significant in the dunnhumby-powered Tesco Media and Insight Platform’s history, and is expected to drive the delivery of data-led solutions, education, and innovation across all areas of retail media.
It is to cover on-site, off-site, and connected store offerings, as well as ensure the creation of an in-store screen partnership leveraging the Tesco Connected Store, which comes as an agency first.
The new deal will also provide early access to innovations within the Platform and a direct feedback loop into the product ad propositions team to help form future offerings.
Other features include Group M’s access to Tesco Media and Insight Platform’s Insights module via dunnhumby’s Sphere AI-driven self-serve platform, alongside a dedicated advanced Client Success support.
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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.
“It’s a further example of how Tesco Media and Insight Platform is enabling agencies and their brands to deliver ever more exciting and commercially effective campaigns.”
Tesco Media and Insight Platform agency group head Uche Ofili added: “[The partnership is] a dedicated step towards more integrated retail media planning at a truly holistic, strategic level.
“We have been working with the teams across GroupM intently over the last few years and are looking forward to building enhanced ways of working with a shared goal in mind. Being chosen as a key partner in the retail media space is something that we value greatly.”
