It’s time for brands to rethink their team structures and decision-making processes. Retail media shouldn’t compete with media planning — it should be part of a holistic, optimized investment strategy. Retail media is more than just media — it’s a rapidly growing investment lever that blends sales, marketing, trade and shopper strategies. But as organizations struggle with internal silos, the question remains: Who should be making the retail media decisions? Should it be a sales-driven decision to satisfy retailer demands, or a marketing-driven decision to build the brand? Should retail media be used to drive short-term unit sales, or can it be leveraged for long-term profitability?

This panel brings together an agency leader and two brand decision-makers to explore how organizations can evolve their decision-making structures to maximize retail media’s full potential. We’ll discuss how to break down organizational silos, integrate retail media into broader media planning, and use data-driven insights to push back on retailer demands when necessary.

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