PREVIEWING:
THE RETAIL MEDIA EVOLVED STAGE
MAD//FEST 2026
In partnership with:
26 June 2026
Retail Media has evolved from a channel of potential to now an established central pillar of a brand’s modern marketing strategy. From simple trade spend into a growth engine reshaping how brands compete and invest.
Data, measurement, and creative storytelling are now central, turning insights into actionable commerce outcomes. Looking ahead, retail media is merging with premium video and emerging channels, creating full-funnel commerce opportunities.
Challenger brands: find your tribe and unlock your next wave of growth with Tesco Media
There is more opportunity than ever for SME brands to influence customer behaviour.
In this session, Tesco Media reveals how to move beyond demographics and engage with the audiences that actually drive growth - your tribes - in the missions and moments that connect them.
From identifying your highest-value customers to showing up at the right time with the right message, discover how to turn insights into impact and make every pound of investment work harder.
Join Tesco Media to explore how brands can go beyond assumption and drive smarter growth.
With Jodie Kenny, Commercial Director, Growth & Emerging, Tesco Media and Russell Franklin, Commercial Director, Non-Endemic & Fresh, Tesco Media
Scoops + Screens: Retail Media with Magnum ice cream and NOMOO
The UK is moving fast towards a data-driven retail media future. Germany remains a stronghold of challenger brands built through product, community and authenticity. This session explores if Retail Media is becoming the new shelf space, and whether smaller brands can still win.
This creates a genuine debate rather than a case-study, gives Katie room to share her Retail Media expertise, and allows Rebecca to share the frontline experience of a challenger brand. Lessons relevant for any CPG brand operating in a modern retail environment!
With Ian Maskell, Founder/CEO, PECORINO Group, Katie Moreton, Shopper Marketing Director, The Magnum Ice Cream Company and Rebecca Göckel, CEO & Co-Founder, NOMOO ice cream.
From Conversion to Growth: What Retail Media Really Delivers When Done Right
Retail media is growing fast, but too often treated as a channel, not a commercial growth lever. This session focuses on how to use it differently, shifting from conversion to growth to drive penetration, reach new audiences and deliver measurable impact.
With Helen Cutmore, Global Marketing Director, Bacardi.
When Brands Lift Sport: What FMCG Partnerships Can Teach Retail Media
Retail media has mastered the lower funnel, but what drives impact before the point of purchase?
This session explores how Coca-Cola (CCEP) partnered with the Special Olympics and Co-op Media Network on Meals That Matter. An award-winning campaign that combined data, channels and creative to build awareness, shift perception and deliver strong commercial results.
As retail media matures, the opportunity is clear: blend upper‑funnel storytelling with lower‑funnel precision. We’ll unpack what that means in practice: from insight and creative to measuring success when brand, sales and social impact all matter - together.
With Carina, De Oliveira Azevedo, Senior Environment Lead Grocery, Coca-Cola, Alison Tarry, Director of Development, Special Olympics GB and Laura Williamson, Client Director, Co-op Media Network.
How to find opportunities on Retail Media’s uneven playing field
Retail media has become one of marketing’s fastest-growing channels, but with a fragmented landscape of platforms, audiences and capabilities, brands face a complex challenge: how do you build a cohesive campaign across an increasingly uneven playing field? This session will explore how marketers can move beyond isolated activations and use retail media networks as part of a full-funnel brand strategy. From planning and creative execution to measurement and optimisation, discover how to unlock new opportunities, connect retail and brand objectives, and activate impactful campaigns that deliver results across the customer journey.
With Nick East, European Head of Retail Media, MARS Pet Care
Retail Media's Creative Revolution: How AI-Powered Testing and Personalisation Drive Performance
As retail media matures, creative is becoming one of the biggest drivers of campaign success. With AI transforming how content is tested, optimised and personalised at scale, brands have new opportunities to deliver more relevant experiences and better results. This session explores how marketers are using AI-powered creative testing and personalisation to improve performance across retail media networks. Learn how to identify winning creative, adapt messaging for different audiences and environments, and turn data-driven insights into campaigns that capture attention and drive measurable impact.
With Luke Blackburn, Head of Digital UK, PepsiCo.
BRAND
SPEAKERS INCLUDING:
Panel: The Future of Retail Media – How Retail Media, AI and Commerce Are Reshaping Advertising
Retail media sits at the intersection of media, data, technology and commerce. What does the next decade look like?
With Rob Edwards, Media + Digital Director, Arla Foods, Robert Smart, Commercial Lead, Retail + CPG, LiveRamp, Justin Reid, Trip Advisor, Parweez Mulbocus, Head of Ecommerce OMD EMEA, and Jemma Hayley, Proposition Strategy & Development Lead - Retail Media, John Lewis Partnership.
Creativity in Retail Media: Can Commerce Build Brands?
As retail media budgets grow, how do brands move beyond optimisation and create genuinely effective, memorable experiences?
With Steve Edwards, Head of Agency, Tesco Media, Jessica Cooke, Group Head of Retail Media Propositions and Partners, Kingfisher, Colin Horan, Strategic Partner, FMCG, Bauer Media Outdoor.
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