• by Joe Mandese  @mp_joemandese, May 16, 2025

Dentsu's iProspect unit has been named paid media agency-of-record for low-cost retailer Dollar General, as well as its DGMN media network.

The assignment represents the integration of enterprise and retail media, "unifying the company's full tech stack while helping drive new customer growth," the companies said in a statement.

Billings were not disclosed, and it was not clear who the incumbent agencies were for the two lines of business, but Dollar General Senior Vice President and CMO Tony Rogers said: “As a low-cost operator, we’re eager to leverage iProspect’s capabilities, unique insights and deep expertise in retail media to help drive greater efficiency across our media investments. With more than 20,000 stores in 48 states, our priority is helping our customers save time and money every day.

"We believe iProspect’s audience-led approach to media planning will support our goals while keeping our mission of Serving Others at the forefront.”