Retail Media is growing fast and has become one of the most talked about areas of advertising.

In what is becoming a crowded market, over the last two years  our B2B PR agency team has positioned SMG as the UK’s clear market leader in the field.

Although SMG has been an established presence in retail media for more than ten years, the company had a relatively low profile and risked being overshadowed in two areas of its business – retail media network operations and campaign management for brands. Our approach achieved a near 100% year-on-year increase in coverage and market recognition.

We created a proactive go to market strategy:

We defined a set of language that could be used effectively for external communications and aligned with service innovation and growth strategy across the different service lines within the company.

We made a concerted approach to key journalists in retail, FMCG and marketing sectors, leveraging SMG’s client relationships, tech platform ownership and retailer relationships.

We established credibility with a series of thought-leadership articles with expert perspectives on market dynamics.

With acknowledgement of SMG established, we maximised the impact of a series of press releases announcing the launch of new retail media networks through SMG and the repackaging of existing ones.

We ensured SMG articles in the media owned the high ground in the debate about retail media’s rapid growth and evolving proposition taking only original or fresh perspectives to media.

In our first twelve months we delivered more than 100 news stories, comment columns, features and podcasts and this pace has continued.

The quality of our ideation and content development has fuelled an always on LinkedIn programme that has promoted key innovations, team leaders and industry engagement and events.

Our B2B PR agency brief has expanded to include B2B PR responsibilities for SMG in the USA and UK retail media networks including Co-op Media Network, Boots, Very Group and Morrisons.