EP29 – The Incrementality Myth and Winning With Media Agencies
Update: 2025-11-18
Description
Welcome to EP29 of the Retail Media Therapy podcast with Viv Craske and Colin Lewis. Retail Media Therapy comes from Grace & Co - the marketing and commerce consultancy.
In this episode:
• The Incrementality Myth
• Winning With Media Agencies
The podcast unpacks why the retail media industry has become overly fixated on incrementality, arguing that while measurement matters, it shouldn’t overshadow broader brand objectives or practical decision-making. We then dives into how retail media networks can effectively work with agencies to unlock brand budgets, emphasizing the need for a clear USP, clean audience data, and a long-term engagement strategy.
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