Retail MediaWorks recently revealed its Redworks team will be joining Coles Group as part of the next phase of growth for Coles 360, the Group’s retail media business.
The independent retail media specialist has developed, operated, and scaled networks for the likes of Coles Liquor and Bunnings’ Hammer Media, which was launched earlier this year.
Jon Harding, Co-Founder of Retail MediaWorks, told Mediaweek that bringing the Redworks team into Coles means Retail MediaWorks can better integrate how the retail media team works with Commercial, Customer and Operations teams.
“It will drive faster decision-making and execution, ultimately improving how we work with our valued supplier partners to communicate with our customers.”
Redworks, established in 2021, has supported Coles 360 as its dedicated team, delivering end-to-end media strategy, sales partnerships and ad operations.
John Georgas, Co-Founder of Retail MediaWorks, said: “Over the past four years, we have delivered consistent growth leading to strong commercial outcomes for Coles 360 – achievements that reflect the calibre and commitment of everyone involved.”
Michael Courtney, Chief Customer & Digital Officer, Coles Group, added: “This integration will strengthen Coles’ retail media capabilities, enabling us to better collaborate with our suppliers and communicate more effectively with our customers.”
Harding explained to Mediaweek that the Redworks transition will free up Retail MediaWorks to take on several new partnerships in Australia, Asia, the Middle East and Europe, some of which are already in advanced stages.
He highlighted Asia as a market they are active in to drive change and said: “Asia has its unique dynamics; however, it is a nascent market where no retailer has taken a clear leadership position.”
Harding also noted Retail MediaWorks’ focus is on scaling next-generation networks with even greater data capability, sophistication, and commercial results.
“Retailers today are becoming media businesses in their own right, and we’re the partner who knows how to futureproof that transformation, capturing endemic, near-endemic and non-endemic revenue streams at scale.
“We’re in a strong position. The transition was built into our longer-term commercial plan (with the team having been through the same process with other Retailers), and we’re already seeing momentum in new verticals.
“In many ways, this has sharpened our focus and freed up capacity to drive the next wave of growth.”
Beth Blanchard, Anthony Tripodo, Sarah Ladbury, Tom Small, Jon Harding, Mark Rodgers, John Georgas, Stuart Love, Nicole Papaz, Sarah O’Connor
‘Australia is a hotbed for retail media talent’
Retail media is a growing sector in Australia and is projected to grow to $3 billion by 2027, according to PwC 2023 Global Entertainment and Media Outlook.
Meanwhile, the IAB Retail Media State of the Nation report found 77% of advertisers and agencies are working with 3 or more retail media partners, up from 58% reported last year.
Harding projects Australia’s retail media landscape growth in the three key engines: Retail Media, Onsite, Offsite & Instore.
“With a successful omnichannel approach, efficacy proven with increased data standardisation and measurement is key. Accessibility of this canvas for brands and agencies to invest in is also key.
“Retail media is booming and becoming a core high-margin revenue stream for retailers and a must-have for advertisers.”
“Australia is a hotbed for retail media talent (Retail MediaWorks, Qsic, Zitcha, Retail MCP), has some of the most progressive networks globally, and we’re proud to have helped shape that landscape.
He noted that the focus of the future is smarter targeting, deeper retail data integration and organisational change.
“We know that you have to harness the power of your existing Suppliers first, and value-add here to generate the best return. It’s the inside-out approach that works.”
Top image: Jon Harding