New area will promote an integrated vision between data, business and technology to direct brands
Artplan announces the creation of “Journey Retail Media”, a unit dedicated to boosting brands’ retail media strategies by combining performance, data and technology.
In practice, the new front of the agency will work on the most varied retail fronts, whether for brands that already have their advertising platforms, companies that seek new revenue through the creation of a proprietary platform and advertisers who want to work with retail media as a way of reduce CAC (Customer Acquisition Cost).
The operation will take into account consumer microjourneys, the possibilities of audience clustering and behavioral studies, omnichannel strategies, predictive analysis and big data, proprietary technology and AI, as well as a test environment and the possibility of strategic partnerships with large marketplaces.
The area will be led by Daniela Ricotta who, in addition to her current position as director of Channel Ecosystem and Digital Learning, will now hold the role of head of Journey Retail Media.
“Retail is a hot topic in the market and it’s no surprise. The brand that can execute with excellence all consumer touchpoints, with agility and at the right point in their journey, not only remains more relevant at the final point of purchase , but also in the lives of these people”, explained Daniela.
