GroupM and Tesco Media and Insight Platform establish significant strategic media partnership

London, 27th June 2024: Tesco Media and Insight Platform, powered by dunnhumby, has announced a significant media partnership with GroupM, WPP’s media investment group, which will drive best-in-class delivery of data-led solutions, education, and innovation across all facets of retail media in the UK.

The deal represents the most significant single deal for Tesco Media and Insight Platform and is among the first of its kind focused specifically on the burgeoning retail media arena which covers on-site, off-site, and connected store offerings.

Nick Ashley, client development director at Tesco Media and Insight Platform, commented: “This is a major landmark for us in developing a large-scale strategic partnership with one of the world’s leading networks, representing so many exciting brands. Through the arrangements, GroupM will benefit in numerous key areas in retail media across data, insights, and strategic planning, which will enable its clients to truly harness the power of retail media – in all its forms – for measurable commercial advantage. It’s a further example of how Tesco Media and Insight Platform is enabling agencies and their brands to deliver ever more exciting and commercially effective campaigns.”

The relationship will also see the establishment of an in-store screen partnership – an agency first – leveraging the ever-evolving Tesco Connected Store – as well as early access to innovations within the Platform and a direct feedback loop into the product ad propositions team to help shape future offerings.

The partnership creates a framework for more defined and strategic working, aimed at driving differentiation and exclusivity, as well as greater industry influence across six key pillars: commercial, data, first mover, technical, education and publicity.

GroupM’s teams will have access to Tesco Media and Insight Platform’s Insights module via the acclaimed dunnhumby Sphere self-serve platform as well as dedicated advanced Client Success support, while both parties will explore possibilities to improve implementational planning with refined bespoke audiences.

Luke Bozeat, Chief Operating Officer at GroupM UK, added: “We have worked successfully with Tesco Media and Insight Platform for several years and are delighted to take this a major step further through committing to a long-term strategic partnership. The unique attributes of the Tesco Media and Insight Platform gives us, and our clients, the opportunity to truly explore the full gamut of opportunities offered by retail media and puts us at the forefront of initiatives to drive further innovation in this area. We look forward to a long and mutually successful collaboration.”

Uche Ofili, Agency Group Head at Tesco Media and Insight Platform describes the partnership as “a dedicated step towards more integrated retail media planning at a truly holistic, full-funnelled, strategic level. We have been working with the teams across GroupM intently over the last few years and are looking forward to building enhanced ways of working with a shared goal in mind. Being chosen as a key partner in the retail media space is something that we value greatly.”

GroupM will also establish a Tesco Media and Insight Platform Champions programme for select individuals across the group who will act as internal ambassadors for the Platform, while joint publicity initiatives will further promote the role of retail media and help to scale its adoption by leading brands.

David Fieldhouse, Head of Commerce at GroupM UK notes that “with data becoming ever more important in the planning and buying process on behalf of our clients, this was a determined effort to align with one of the largest  retailers in this space and help advance conversations around positioning our clients and brands in an environment that benefit brand, client and agency, and supports GroupM’s commitment to build an integrated commerce future, where commerce is at the heart of every media activation.”

For further information about the Tesco Media and Insight Platform, visit the Tesco Media and Insight Platform resources page.