Chris Scudder and Paul Brooks.
Supermarket retail media arm Coles 360 has launched Coles 360Empower, previously Unpacked by Flybuys, using insights from more than 9 million active Flybuys members.
“We are thrilled to empower brands and agencies with the insights and audiences they need to connect with the right customers,” said Paul Brooks, general manager, Coles 360.
"The more insight-led we can all be, the better the outcomes will be for brands, and the better the experience will be for our customers."
Coles 360 has also announced a new agency team led by Chris Scudder, the previous Unpacked by Flybuys head of sales.
“My team and I have been working closely with agencies for years, providing them with insights and audiences they need to create better strategies and media plans," said Scudder.
"It’s exciting to now be able to offer them the opportunity to extend their media plans into key retail media touchpoints and get their brand messages closer to the point of purchase."
Kristiaan Kroon, chief investment officer, OMG Australia, said brands, agencies, retailers have the same goal to increase sales.
"Flybuys has been a great partner to the brands we work with for many years delivering on those goals," said Kroon.
"The evolution to Coles 360Empower represents the next phase of growth the most successful retail media businesses will create. Brands are rapidly increasing their focus on understanding incremental ROAS through connected measurement of trade and brand budgets.
Brooks at Coles 360 said the industry is navigating the ever-changing retail media landscape and the evolving needs of brands together.
"I think we can all see the obvious benefits of better collaboration between trade teams, brand teams and their agencies when it comes to media planning," he said.
"If we can help create the connections and the framework for how we can all work together on integrated media strategies, that address both trade and brand objectives, that would be a better outcome for everyone.”
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