Welcome to a Friday edition of Unmade. In today’s edition we’ll be unveiling Unmade’s first conference - RE:Made. It will be the first time the retail media community has had its own local event.

Further down we’ll also be covering another eventful day on the Unmade Index.

First though, complicated maths.

Until Christmas we’re reducing the price for an annual membership of Unmade to just $338, from the usual price of $650.

If you’re thinking of coming to Re:Made - and we hope you will after reading Cat McGinn’s words below - there’s been no better time to sign up as an Unmade member. Included in your membership is 30% off the price of up to two tickets to Re:Made. Combined with the earlybird discount - that amounts to a saving of $260 on the full price for two people.

Makes that $338 membership price look like even more of a bargain, doesn’t it?

Become a member before Christmas and save 48%

Get 48% off forever

Introducing RE:Made

Cat McGinn writes:

It’s my privilege to introduce RE:Made - Retail Media Unmade. It takes place in Sydney in just under three months from now.

Unmade’s decision to choose the area of retail media for our first conference is because of the impact we see it having across almost every sector of the industry.

Being persuaded to return to the world of event curating took something pretty compelling: a topic with complexity, nuance, rapid evolution and points of tension.

Retail media is at once a well-established legacy channel, and one of the most innovative and fastest growing areas of the marketing ecosystem. There’s a sense in which there are two retail media definitions at play: there’s the current version, and there’s the version - the one with the monumental potential - yet to be fully realised.

Our intention for this event is to unpack the critical issues as they play out for retailers, brands, agencies and technology partners, with a focus on actionable insights that are relevant for senior decision makers across the marcomms ecosystem.

With the help of our industry advisory panel, made up of leaders from a range of organisations within the retail media space, we’ve identified the trends, potential pitfalls and burning platforms we believe will benefit our audience.

The exponential rate of change in this sector makes it a fascinating one to observe, particularly in light of the tough economic situation ahead.

Digital media’s third wave

Retail media is being touted as the third wave of digital media, and if even the most conservative forecasting is close to accurate, will be the biggest by far in terms of revenue potential. Our supermarket retail media networks are already valued at $500m collectively, and PWC estimates the rate of growth in Australia at a monumental 20%, forecasting a value of $2.1 billion by 2026. That’s a huge opportunity for retailers and a major threat for media owners.

Factoring in the way Amazon is expanding its retail media network and the number of verticals yet to unlock the retail media opportunity, the future of the retail media industry is looking so bright shades may be required.

There are striking similarities in terms of the previous waves, and I’d argue the industry finds itself at a tipping point. Once again, despite many of the changes and opportunities being driven by new technologies, AI and connectivity, it’s the human piece that is the hardest to solve.

It’s not only about new capabilities but a change in mindset: how do giant consumer goods organisations pivot to a more integrated structure and break down decades-old silos to leverage the value of retail media networks? How do retailers embrace media thinking? How do buyers learn to sell and cope with the changed power dynamic that goes with that? Do we shake up the org chart and scramble for talent in a market already experiencing a skills deficit, or outsource everything? Who do we trust to report on return on spend, and how do we ensure that the networks and data sets are speaking the same language?

Every retailer, every brand and agency seems to be tackling these issues differently, but the need to balance risk and reward is a theme you can see play out in every aspect.

“I spent years being known as the wobbler guy”

An area that is under-discussed is the role of creative. There has been a sense that the wider industry has seen work intended for the retail environment as less prestigious, or less likely to result in awards glory. As one of the retail media leaders I spoke to said, “I spent years being known as ‘the wobbler guy,’” - but those conversations have shifted to a strategic level. Signalling a move away from the notion of shopper marketing being less rich in terms of original ideas or scope, as the retail environment starts to offer more flexibility and a bigger canvas for brand creative, the need to inject assets at the point of sale with dynamic and inventive ideas to drive cut-through will become paramount.

Also on the agenda is governance, privacy and oversight, measurement, metrics and the value exchange, and of course the customer experience.

The opportunity for an invigorated, relevant customer experience as we move away from cookies and cohorts to hyper-personal data-driven targeting should have marketing teams feeling some excitement. Being able to implement the omnichannel strategy we’ve talked about for years - but haven’t been able to truly deliver because the ecosystem didn’t fully exist - offers unprecedented effectiveness and potential efficiencies.

By placing retail media firmly in the spotlight we hope to help the sector establish a role in the ecosystem that’s better understood, readily scalable and with longevity and accountability built in. Bringing the retail media community together is, we believe, a strong signal to the wider industry that this is not merely an emerging trend but a vital part of the marketing mix.

Wherever you’re at in your retail media journey, by the end of the day you’ll leave with a notebook full of practical ideas, next steps and resources to help you optimise your retail media activity, and a phonebook full of contacts to assist you in ensuring the process is a seamless one.

With thanks to the industry movers and shakers who have so generously given their time to offer advice and expertise in shaping the content of this event, we’re tantalisingly close to having a program to announce.

We look forward to seeing you on Thursday March 2nd 2023 at the Teachers Federation in Surry Hills, on Gadigal Country.

The process of curating a new event like this relies on talking to the key players within the community. Everyone has been hugely helpful, and thoughtful. If I haven’t got to you yet, and you’ve a point of view on what we should be discussing at the event in March, I’d love to hear from you at cat@unmade.media. If you’re interesting in sponsorship opportunities, the team at We Think Media will be able to help via unmade@wtm.com.au.

In alphabetical order, and not including the background chats, huge thanks to:

Brandcrush
Cartology
Coles360
Criteo
Hatched
Mercato
Martech Weekly
Meiro
oOh!
Podean
PWC
Standard Media Index
Zitcha

There’s a real sense that a new community is forming. We think it deserves its own event. If you agree, please support it.

The site for RE:Made is now live, with early bird tickets priced at just $236 (Unmade’s paying members get a discount of an additional 30%). Next week we’ll be announcing our first speakers.

See you there.

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Unmade Index: TMH’s wild week

Tim Burrowes writes:

The Unmade Index of ASX listed media and marketing companies fell for a second day yesterday, dropping by a further 0.42% to 656.5 points.

The most notable movement came from The Market Herald, which rose by 22.2%. That followed a fall of 14.3% the day before ,and 7.7% the day before that. Shares in the company are tightly held, so purchases of even quite small quantities of shares can create volatility in the price.

Shareholders are due to vote on an attempt by the Argyle family, who own about 40% of the stock, to oust founder Jag Sanger. The date for the vote will be announced in the next few days.

Time to leave you to your Friday. I

I’ll be back with Best of the Week tomorrow. I know I say this every week, but there’s been a lot going on.

Have a great day.

Toodlepip…

Tim Burrowes

tim@unmade.media

Unmade - media & marketing through an Aussie lens

Introducing Re:made: Why retail media is the…