The turf wars between Retail/Trade Media and Brand Media teams have raged for th
By Jasonlandro · October 8, 2026 · Curated by George's Blog
The turf wars between Retail/Trade Media and Brand Media teams have raged for the last decade
Most enterprise orgs have had little appetite to harmonize those budgets even when it's painfully obvious to shift budget from one to the other when a shift will unequivocially deliver incremental results
I believe this has been due to the fact that it has historically been very hard to measure how one impacts the other
However, we all know that retail/trade marketing impacts brand and vice versa
For example, we all know that when you run a national TV campaign, you see a lift on Amazon in North America even when the CTA in the TV ad doesn't mention Amazon
We also know that e-retailers can be great channels to drive NTB customers that then try more from the brands in store
However, the times are a changing when it comes to measurement
The orgs that are harmonizing the two are growing the fastest
I believe this shift is occuring because the walled gardens are starting to crumble
We see Amazon Marketing Cloud as the pioneer in this space
Because it allows you to harmonize all your media spend, brand and online, along with sales from brick and mortar and online (all channels) to get a wholistic view of your performance with very detailed reporting
Lots of other retailers and publishers are entering partnerships, which includes the sharing of data
The bottom line is that if you want to win, you have to evolve
So I'm excited to drill into how you can evolve your org in this area with Josh Clarkson on Wednesday, October 14th at 12 pm ET
Josh has worked for Mars, Kraft-Heinz, and other large FMCG companies
So he'll be bringing the brand-side perspective
I'll be representing the agency perspective
Make sure to sign up using this link: https://lnkd.in/gYaWQb_s
If you can't attend at the scheduled time, you'll get the replay automatically emailed if you sign up
Let us know if there are any questions you have in advance that you want to cover