Challenge

The convenience retailer was looking for a partner to help them to build a new retail media
network from the ground up, including:

• Media planning & buying
  
• Ad product development & monetization
  
• Campaign development & vendor-facing sales packages
  
• Sales & vendor engagement

Solution

After extensive diagnostics reviews and a capability gap analysis, The Mars Agency provided a recommendation and roadmap to commercialize their entire marketing ecosystem in addition to building the entire retail media network offering, including:
 

• Creation of the media network branding and positioning
• Creation and execution of a full-year PR marketing plan to drive awareness of this new offering
• Monetization of their marketing tentpole calendar
• Enablement of their MarTech infrastructure
• Monetization of their research offering

Progress To Date

• We reviewed, audited and validated their 1P data – increasing their addressable audience by 38%.
  
• Developed syndicated & custom audiences ensuring closed-loop attributable reporting measurement.
• Expanded the Immediate Consumption Ecosystem tying together all elements of the marketing ecosystem.
• Delivered $2M+ in sales since launch in March 2023 – Engaging 40 vendors and completing 20 campaigns.
• Recommended and implemented ad product roadmap (offsite, in-store radio, GSTV) monetization & commercialization.
• Designed all creative assets and vendor guidelines for the network
• Developed a multi-touch attribution methodology and provided enhanced analytic offerings