Tesco Media and Insight Platform has appointed Steve Edwards in the newly-created head of agency role alongside Russell Franklin as head of client business development.
Operated in partnership with data science firm Dunnhumby, the platform will now look meet the rising tide of agency demands for the delivery of retail media campaigns.
Edwards, currently head of UK agency development at Amazon will now be responsible for developing and cementing partnerships with agencies looking to use the potential of retail media to deliver measurable value for Tesco Media & Insight Platform clients.
“I am delighted to be joining Tesco Media & Insight Platform at such an exciting point in its development, with more and more agencies exploring the value retail media can deliver for both brands and customers,” Edwards commented.
“Indeed, the wealth of options available within retail media is enabling agencies to truly showcase their creativity and deliver measurable value for their clients.”
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Franklin’s remit will be primarily focused on expanding Tesco Media’s role among a wider range of clients, which will include non-endemic advertisers. He joins from his role lead client partner for emerging clients at Pinterest.
“Interest in retail media continues to grow exponentially, not least among non-endemic advertisers – an area which represents a huge opportunity for Tesco Media & Insight Platform,” Franklin added.
“I look forward to playing my part in supporting those businesses in harnessing the power of retail media to support their commercial ambitions.”
Both men will report into client development director Nick Ashley, who said: “Retail media is no longer solely a bottom of funnel opportunity; increasingly, it is playing a broader role across the full marketing funnel for a wider range of clients.
“With agencies rapidly enhancing their capabilities in this area, and clients outside of FMCG increasingly aware of the opportunities retail media presents, now is the right time for us to extend the team further. To attract senior digital leaders of the calibre of Steve and Russell is a sure sign that Tesco sits firmly at the heart of the current media landscape.”
