Asda Grows Retailer Media Network With New Partner

U.K.-based supermarket chain Asda has appointed London-based retail media agency SMG (Shopper Media Group) to manage its retail media planning and operations functions. SMG is the parent organization of Threefold, which is headquartered in New York and works with North American and U.K. retailer media networks.

SMG’s appointment comes as Asda puts forth plans to expand its retailer media network, Asda Media, through more stores, new digital channels and “innovative propositions,” according to a media release. 

Asda and SMG’s first step in their partnership is creating a roadmap for 2024.

The retailer tapped SMG to evaluate its existing network, implement new strategies and become a long-term operating partner of the grocery chain.

For the past eight years, Asda’s media operations were managed by GIG Retail. With SMG’s new role, a large number of GIG Retail employees will join SMG to continue the work they started with the retailer.

SMG will use Asda’s customer data to create targeted, insights-led, creative omnichannel campaigns to help brands reach the right audiences through the right touchpoints, including social, digital, TV and in-store.

Asda will utilize SMG's proprietary software product, Plan-Apps, to power its media network. SMG has put a team of more than 70 dedicated commerce media experts on the account. They will be supported by the agency’s wider Center of Excellence experts in media, insight, planning, creative and technology to accelerate the growth of Asda's network.

“This is an exciting time for Asda and the retail media industry, and we have decided to partner with SMG as we feel they can help propel Asda Media forward at a critical time for us,” Jon Beill, senior director, media & insight commercialization, Asda, said, said in the release. “We have ambitious growth plans and are investing in creating a market-leading retail media network. More to come on this in the next few months.”

"We are delighted to be partnering with Asda to bring the SMG knowledge, expertise and technology together with the existing proposition, capabilities and talented team,” Sam Knights, CEO at SMG, added. "The Asda brand and loyal customer base allows for a truly exciting opportunity to build a sophisticated and innovative retail media offering for brands and we can't wait to get stuck in.”