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Matthew Lee wins Retail Media Award from the Path to Purchase Institute

Matthew Lee, Co-Founder and Chief Growth Officer for the SMG agency network, has been awarded a 2024 Retail Media Award from The Path to Purchase Institute for his decades of contributions to marketing and retail media.


Matt Lee, Co-Founder and Cheif Growth Officer of Threefold, has won a Retail Media Award.
Matt Lee, Co-Founder and Cheif Growth Officer of Threefold, has won a Retail Media Award.

“I am honored to have been recognized by our friends at The Path to Purchase Institute as a leader in the retail media industry,” said Matt Lee. “Retail media is constantly evolving and it has been an honor to spend my career at the forefront of that evolution both in the UK and now in North America with Threefold.”


Matt is a trailblazer in the commerce marketing world. For over two decades, Matt has defined what retail media is for retailers, brands and shoppers, constantly setting the tone and pace for what comes next. Matt is the co-founder of the SMG agency network, an international grouping of commerce marketing agencies that support retailers and brands in Europe and North America to deliver best-in-class retail media campaigns.


As the Co-Founder and Chief Growth Officer for Threefold, Capture and Plan-Apps, Matt has made it his lifelong career mission to prove that retail media is the best way for brands to grow by connecting them with shoppers at the point of consideration and purchase.


Matt began his career at dunnhumby, where he spent nine years building out what is now Tesco’s Retail Media Network. Eager to push the industry further, Matt exited dunnhumby in 2008 and co-founded Capture with co-founder Joel Hopwood, the first agency of what would become the SMG agency network.


Threefold was born in 2016, and under Matt’s guidance, the company began developing Plan-Apps that same year, an award-winning, industry-leading retail media planning, measurement and evaluation platform used by SMG’s partner RMNs and their supplier brands.


With Capture, Threefold and Plan-Apps in SMG’s portfolio, Matt cemented SMG’s unparalleled view and voice in the industry, uniquely representing both the buy and sell side of the retail media equation.


“SMG’s stunning growth has been driven by Matt’s obsession with proving the effectiveness of retail media as an advertising channel,” said Sean Crawford, Managing Director of Threefold. “He is one of the most dedicated – if not the most dedicated – person working in this industry. He has high expectations for what retail media can and should be and is a trusted source both internally at the business and across the shopper marketing world for his decades of rich, unparalleled experience as a retail media pioneer.”


Ollie Shayer, Omni-Media Director at our partners at Walgreens Boots, was also awarded the Retail Media Award this year for his work leading retail media with Boots Media Group. Sam Knights, CEO of the SMG Agency Network, was awarded the Retail Media Award in 2023.


Congratulations to all of the winners this year! We’re looking forward to celebrating at the Retail Media Summit, June 24-26 in Chicago.


About Threefold

Founded in 2008, Threefold is the world's leading Retail Media Network (RMN) specialist, headquartered in both New York and London. As part of the SMG agency network, which employs over 380 retail media experts, Threefold's primary mission is to unlock incremental CPG budgets, curate media campaigns that supercharge sales and elevate its retail partners into top-tier omnichannel media owners, spanning in-store, off-site and online.


Threefold's services include consultancy, evaluation and a white-label in-house solution that has seen the agency build, run and operate over 10 Retail Media Networks to date. In the UK, Threefold runs and operates Walgreens' Boots Media Group, Co-op Media Network, Morrisons Media Group, ASDA's LS Eleven Media Services and retail media for The Very Group.


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