The Convergence and Coexistence of Trade and Media in Retail Media Series - Part 2: The Case for Breaking Down Silos

The Case for Breaking Down Silos is the second paper in our five-part series exploring the intersection of trade and media investment in Retail Media.

As trade and media continue to blur, both retailers and brands are realising that rigid budget structures are holding back performance. True growth will come from embracing fluidity – while finding new ways to manage the operational and political complexity that comes with it. This second paper outlines the rationale behind the need and complexity associated with it. 

In this paper, you’ll discover:

• Where trade and Retail Media budgets are converging, and where they remain siloed
• How leading retailers currently classify brand activations
• Why reporting lines and P&L ownership are slowing progress
  The core tensions between commercial and media KPIs
• Retailer and brand perspectives on budget fluidity
• The practical actions needed to enable smarter, unified investment

Download your copy below. 

About the Series

The Convergence & Coexistence of Trade and Media series is designed to move the industry forward, from debating terminology to agreeing on action.

Our aim is not just to define, but to address the structural and operational challenges that sit at the intersection of trade and media.

By bringing together perspectives from brands, retailers, agencies, and finance teams, this series will explore practical pathways toward scalable, accountable Retail Media programmes.

You can view the first paper in the series here, and we will be releasing more content in the series over the coming weeks.