Dentsu said it is expanding its retail media business and has appointed Brian Monahan Head of Retail Media Solutions, Americas, to lead the effort. Monahan joined Dentsu in 2018 as a global client president. 

With a team of 150 retail experts, the expanded solution will provide consultation, implementation and activation services at scale, according to the company.  

The firm said that for the first time its expanded offering will align buy and sell side retail specialists to optimize the “shared objective” of driving sales. 

Supporting the effort will be Mike Feldman, senior vice president and head of commerce and retail media at Dentsu and Megan Cameron, SVP Retail Media Network at Merkle, who leads the division’s New Stream Media practice that helps retailers develop RMNs. 

Also part of the effort is Dentsu Shop, an “innovation accelerator” that brings retail experiences to new spaces like Roblox. It also creates in-store AR activations.  

Jeff Greenspoon, Global Practice President-Integrated Solutions at Dentsu said that “As points of engagement and points of retail transaction come ever closer together, being first to bring together our sell side and buy side retail experts will maximize outcomes for our clients and push the industry further through innovation.” 

Added Monahan, “Winning in retail media requires a capability that understands retail media is more than media. The buyers and sellers have a shared interest in increased sales. By leveraging Buy Side, Sell Side and Shopper Expertise, our solution increases yield of retail media to preserve the shopper experience while driving performance for brands and incremental revenue for retailers.”