Retail media may be powered by retailers and their data, but much of the strategic decision-making and budget deployment flows through agencies. As brands ramp up investment in Retail Media Networks (RMNs), holding companies and independent agencies are increasingly pivotal in guiding planning, activation, and measurement.
This article outlines the key agency groups active in the UK retail media space, their structures, and how they’re aligning with the growing retail media opportunity.
WPP and WPP Media: structured scale and data depth
WPP Media, formerly GroupM, works with major retail-facing clients like Tesco and Boots. WPP Media’s Nexus division is its data-driven, programmatic arm, which has taken over from Xaxis as the central platform for digital execution. Nexus also manages preferred vendor lists and partner contracts.
WPP Media operates a global structure that allows for centralised innovation and playbooks, while local teams activate in-market.
Top spending clients include:
- Tesco (£29M)
- Boots Retail (£12.3M)
- SkyBet (£36M)
Omnicom Media Group (OMG): tight vendor control, global vision
Omnicom’s media operations include OMD, PHD, and Hearts & Science. The group operates a stringent preferred supplier list (PSL), especially in the UK, with limited flexibility unless a compelling business case is made.
OMG’s global structure is also shifting to a more centralised model, particularly with OMD EMEA, which still houses the largest international department across holding groups. The UK operation is increasingly focused on outcomes, data maturity, and programmatic growth.
Key clients in UK retail and ecommerce include:
- Asda
- Sainsbury’s Nectar Loyalty
- Waitrose
- John Lewis
- Etsy
- VW
- Lidl
- McDonald’s
Top digital spenders include:
- VW (£12.5M)
- Apple (£49M via MGOMD)
- Lidl (£5M)
- McDonald’s (£8M)
- Asda (£2.3M via Spark Foundry)
Publicis Groupe: commerce-first and Power of One
Publicis has positioned itself as the world’s largest advertising group, with a unified approach under its “Power of One” model. Agencies like Starcom, Zenith, and Spark Foundry work closely with Publicis Commerce UK, which focuses on retail and DTC performance.
Publicis supports brands across marketplaces (e.g. Amazon, eBay), omnichannel retail, and retail media activations. It has developed dedicated content and innovation teams to help clients bridge retail, performance, and brand strategy.
Key clients include:
- Asda (Spark Foundry)
- M&S (Starcom)
- Mondelez (multiple agencies)
- Amazon Prime Video
- EE and BT
- Ocado
- Booking.com
Top spenders include:
- Ikea (£43M)
- Sky (£29M)
- Amazon Prime Video (£17.7M)
- EE (£11.6M)
- Mondelez (£6.4M)
Dentsu: innovation and international coordination
Dentsu operates via agencies like Carat, iProspect, and DentsuX. Its focus has been on innovation and global integration, particularly through platforms like Merkle and Dentsu Lab. It has embraced clean rooms, AI-driven planning, and commerce activation.
Clients like Lidl, Mondelez, and Co-op are aligning retail media spend with broader campaign efforts, supported by Dentsu’s cross-agency strategy teams.
Top digital spenders include:
- Apple (£64M)
- Meta (£46M)
- Mondelez (£6.4M)
- Vodafone (£12M)
IPG Mediabrands: restructuring for commerce focus
IPG’s core agencies — UM and Initiative — are currently restructuring to focus on core markets and commerce media. The group is consolidating around eight “crafts” including investment, activation, and analytics.
Notable retail-focused clients include Amazon UK, HelloFresh, Just Eat, Deliveroo, and eBay. Initiative also handles Reckitt and Bupa.
Top spenders include:
- Amazon (£74M)
- HelloFresh (£5M)
- Reckitt (£5M)
The7stars: UK’s largest independent media agency
A key independent player, The7stars is known for its transparency, flexibility, and partner-driven approach. It avoids vendor lock-in and maintains a strong focus on ROI, tech-agnosticism, and audience insight.
Retail and DTC clients include Iceland Foods, Ladbrokes, Nintendo, Capital One, and Universal Music. The agency is consolidating its partner list, prioritising those with clear value add and media effectiveness.
Top spenders include:
- Ladbrokes (£17M)
- Iceland (£7.7M)
- Nintendo (£10M)
- Transopco (Uber) (£25M)
Agency influence on the RMN ecosystem
Agencies play a crucial role in:
- Educating clients on RMN capabilities
- Negotiating joint business plans and test budgets
- Integrating RMNs into full-funnel strategies
- Unifying measurement and performance frameworks
However, fragmentation across RMNs and inconsistent measurement standards still pose a challenge. Agencies increasingly push for standardisation, data access, and unified planning tools to enable scaled, cross-retailer media buys.
Read our next piece for a look at the future of retail media — and how new strategies, tools, and partnerships will reshape the channel by 2030.
