The Convergence and Coexistence of Trade and Media in Retail Media Series - Part 5: Brand Case Study

The Brand Case Study is the fifth and final paper in our five-part series exploring the intersection of trade and media investment in Retail Media.

The first four papers in this series, Defining Trade and Media (co-published with IAB US), The Case for Breaking Down Silos, Retailer Accounting for Retail Media Sales, and The Retailer Case Study, explore why the convergence of trade and media matters, the structural barriers that exist, how accounting shapes Retail Media, and how retailers are approaching integration in practice. The final instalment shifts the lens to the buy-side.

This case study explores how a brand is navigating the developing relationship between trade and media, offering a candid perspective on the realities of convergence. Rather than presenting a single model, it highlights the tensions, trade-offs, and considerations that brands face as they balance commercial objectives with media strategy.

In this paper, you’ll discover:

• How a brand currently organises trade and media strategy and spend
• The operational challenges of aligning retailer expectations with internal strategies
• How campaign objectives are set
• What an ideal future model could look like, and the barriers to achieving it

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 explores practical pathways toward scalable, accountable Retail Media programmes.

You can view the series in our blog post here.