Agencies

Ada Wachowska is Head of Retail Media at global omnichannel media agency Assembly. In an interview with Retail Media Age, she explains how Assembly adapts its approach to retail media markets that may be at different stages of maturity, how brands are taking a wider view of the customer journey as retail media has become established, and why brands don't have to choose between brand building and commercial delivery.

Retail media is becoming less of a standalone discipline and more of a natural part of the wider media mix, according to Ash White, Managing Partner, Total Commerce, Dentsu.