If you work in a major brand then you know only too well the troubles with Retai
By Joshuaclarkson · October 9, 2026 · Curated by George's Blog
If you work in a major brand then you know only too well the troubles with Retail Media:
🟦 Which Budget pays for it?
🟦 Which team owns it?
🟦 Which KPIs to optimize for?
🟦 Why should I move Brand Spend to Retail Media?
🟦 Who should I spend with, and why?
Having led Retail Media globally, and in US and UK roles for major CPG brands, I know that most of the conversations I've had have been with other teams and with finance. If you want to untangle why it isn't Retail vs Brand Media and it should be Brand AND Retail Media, and you want to understand how you get your CFO and cross-functional budget owners on board then come and join the chat with Jason Landro from Nectar and I next week!