‘Things have changed’: Diageo pulls retail media upstream

Retail media now sits inside Diageo’s broader marketing mix, not downstream from it.

That shift is most visible in how the advertiser works with retailers, particularly British supermarket chain Tesco.

Once treated largely as a place to activate trade promotions after a campaign was already live, Tesco’s retail media now plays a more expansive role. It has become a full-funnel media and data collaborator, shaping how campaigns are conceived as much as how they convert. 

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