• by Joe Mandese , 3 hours ago

U.S. supermarket chain Hy-Vee has named Dentsu's iProspect unit its media planning and buying agency of record.

The assignment covers oversight of all "enterprise media" for Hy-Vee and its affiliates, as well as its New Stream Media offering supporting the launch of Hy-Vee's "RedMedia" retail media advertising network.

Billings were not disclosed, but Hy-Vee CMO and RedMedia President Kathryn Mazza attributed iProspect's appointment, in part, to the agency's "data-driven approach to target effectively and optimize our media performance."

The company's said iProspect's Merkury identity data will be an integral part of the effort.