A Artplan announces the creation of ‘Journey Retail Media’, a unit dedicated to boosting brands’ retail media strategies, by combining performance, data and technology, providing a set of integrated solutions, focused on digital intelligence for retail. 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 revenues through the creation of a proprietary platform and advertisers who want to work with retail media as a way of reducing o Customer Acquisition Cost (CAC).
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, in addition to a test environment and the possibility of strategic partnerships with large marketplaces. In other words, it will develop a holistic strategy at all ends of the process, taking into account the unique characteristics and maturity of each player.
Another differentiator of Artplan’s offering is connecting specialists from various disciplines and expertise, who are part of the Dreamers Group ecosystem, one of the largest communication and experience conglomerates in the country, of which the agency is part.
To lead the area, Artplan called on Daniela Ricotta who, in addition to her current position as director of Channel Ecosystem and Digital Learning, now holds the role of head of Journey Retail Media. The professional has 20 years of experience in the advertising market and has worked as a director at the agency for 6 years.
“Retail is a hot topic in the market and for good reason. The brand that manages to execute all consumer touchpoints with excellence, 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”, explains Daniela.
According to Gláucia Montanha, CEO of Artplan in SP, the offer reinforces the agency’s mission of being attentive to the demands of the industry and, above all, to the market’s pains.
“We have a provocative look at our clients’ businesses and, therefore, after experiencing these issues up close at the NRF, we could not let this opportunity pass us by”, highlights the executive.
The partner-president of Artplan, Antonio Fadiga, highlighted the importance of the initiative.
“This initiative addresses the pain of three players in the sector: marketplaces that are already active, but still without perceived relevance to generate more revenue, companies that want to set up their own retail media structure to bring in new revenue, and brands that can reduce CAC by evolving from a mere media look at an entire journey beyond the Red Sea. We have the necessary resources in-house and we will use the synergy of the Dreamers Group to make this happen in a powerful way”, concludes Fadiga.
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