In today’s 'Snips' episode, I’m diving into one of the biggest unlocks for retail media networks right now: earning the trust (and the budgets) of media agencies. As retail media growth slows and retailers look beyond performance budgets, everyone suddenly wants a slice of those top-of-funnel brand-building dollars. But as I unpack the insights from Viv Craske and Colin Lewis from the Retail Media Therapy podcast, tapping into those budgets isn’t as simple as showing up with a pitch deck full of demographic reach stats.

I dissect what agencies actually want from RMNs, why most networks get their approach completely backwards, and what it really takes to become the obvious solution when a brief comes through. From identifying gaps in media plans, eliminating data gatekeeping, and building real, long-term agency relationships, this episode lays out a three-step strategy every RMN should be thinking about.

This episode is sponsored by Mirakl Ads

Timeline

[00:42 ] – Why tapping into brand budgets is suddenly top priority for RMNs
[01:53 ] – The agency perspective: what they really need from retail media networks
[02:59 ] – The difference between demographic reach and true agency value
[04:12 ] – Why data access rather than gatekeeping is the make-or-break factor
[06:37 ] – The three-step, 6–9 month roadmap for building agency relationships
[07:45 ] – The resource reality: why this can’t be a “side-of-desk” project
[09:15 ] – The big miss: why most RMNs will fail to win brand budgets next year

Links & Resources

• Listen to the Retail Media Therapy episode in full - The Incrementality Myth and Winning With Media Agencies
• Subscribe to Retail Media Therapy
• Follow Viv Craske on LinkedIn
• Follow Colin Lewis on LinkedIn
• Read my articles:
  • Trade vs. Retail Media: Who's Really Eating Whom?
  • DSPs Wanted: The Retail Media Revolution 96% of Advertisers Crave
• Are you based in Atlanta or be in the ATL area on Weds Dec 3rd? Join me and a couple dozen of your new retail media industry besties for a festive happy hour! Register here
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn