As Group CEO of Not Normal Group, Ed Glover is delving into the tech that powers retail media and bringing that together with the world of digital TV. We asked him what excites him about this new connected landscape and its potential for advertisers.
What is your role and what does it entail?
I am Group CEO of Not Normal Group, a leading independent group of specialist advertising agencies. I have a tech background having studied computer science at uni and a major part of my role now is ensuring all our agencies are at the forefront of emerging technologies. The retail media landscape has evolved so much over the last ten years and it’s really exciting to see all the new innovations coming into the space.
How did you first become interested in retail media and move into it?
We started our first agency back in 2004 when digital TV was just expanding across the UK, Facebook hadn’t launched and programmatic was in its infancy so we’ve grown up with change happening all around us. Retail media has been a game changer over the 10-15 years and has given our media agency such dynamic ways to engage and target audiences that just wasn’t possible before. To be able to connect creative, media and commerce in a verifiable way just gives so much more confidence to clients to invest.
What most excites you about the industry today and what might happen next in RM?
Coming from a tech background I just love new technology so the new innovations in the space are so exciting and I don’t see it slowing down anytime soon. Having come from a traditional background we still have a lot of focus on TV but now being able to tap into consumer data from retail platforms like Amazon, Netflix and ITV and provide new TV led experiences for consumers is really cool.
Who is your biggest inspiration in the retail media sector and why?
I think Jason Wescot is a leading light for the industry and the work he does to promote the retail media is exceptional.
What one retail media campaign or strategy you’ve been involved in are you proudest of?
We have just done a campaign for the release of Marty Supreme and a huge element of the strategy was using retail media on Amazon Prime and Netflix, leveraging their consumer data to target specific audience segments. The film far exceeded expectations at the box office meaning we were able to extend the campaign further and it has now grossed £16 million in the UK and a large part of the performance was driven by our retail media strategy.
Edward Glover bio
Ed started his career launching his first agency back in 2004 and is now CEO of Not Normal Group (NNG), a collective of specialist advertising agencies in the UK. The group consists of five agencies, RCP (creative), All Things (content), Unfinished (media), Committed (pr) and For Real (branding). Ed has a passionate belief in creating an environment where people can thrive, producing the work of their careers and the leading mantra at NNG is “The Way We Work Matters As Much As The Work”.
Justin Pearse
8 April 2026
