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Threefold parent SMG tapped to run Asda retail media

The partnership will see SMG elevate Asda’s retail media capabilities as part of its commercial strategy.



Asda has today announced the appointment of SMG, the UK’s leading independent retail media operator and the parent company of Threefold, as its new Retail Media Network (RMN) partner. SMG will manage the retail media planning and retail media operations functions of Asda business.


Previously managed by GIG Retail for the past eight years, SMG’s appointment comes at an exciting time as Asda plans to expand its retail media network via more stores, new digital channels and innovative propositions.


With 19.7 million households in Britain shopping at Asda last year, with 80% of customers shopping both online and in-store and with a fast-growing rewards program, SMG will use Asda’s rich customer data to create targeted, insight-led, creative omnichannel campaigns helping brands reach the right audience through the right touchpoints whether that be social, digital, TV or in-store.


SMG’s proprietary software product Plan-Apps where more than $1.2 million in media spend is already planned every day – will be embedded into Asda’s technology stack enabling a smooth end-to-end planning, management, and measurement cycle for campaigns. Complementing this, SMG’s center of excellence combines creative thinking and precision planning with an in-depth market understanding and unrivaled retail media measurement capability.


Jon Beill, Senior Director, Media & Insight Commercialisation, Asda, said:

“This is an exciting time for Asda and the retail media industry, and we have decided to partner with SMG as we feel they can help propel Asda Media forward at a critical time for us. We have ambitious growth plans and are investing in creating a market-leading retail media network. More to come on this in the next few months!”


Sam Knights, CEO at SMG, said:

"We are delighted to be partnering with Asda to bring the SMG knowledge, expertise and technology together with the existing proposition, capabilities and talented team.


In our 15 years, we have championed connected commerce marketing; forming better connections between the brand, the retailer, and the customer - an ideology that has become even more prevalent in today's world.


The Asda brand and loyal customer base allows for a truly exciting opportunity to build a sophisticated and innovative retail media offering for brands and we can't wait to get stuck in!”


The appointment will also see a large number of GIG Retail employees join SMG to continue to work on Asda Media.

As the teams come together and build a roadmap for 2024, this is the first step in a number of exciting changes that are planned for retail media and insights across the Asda group.


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 250 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, offsite 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 and Morrisons Media Group, and additional live partners include major retailers like The Co-op, Signet Group and The Very Group.


About SMG

SMG is by far the UK’s largest player in the accelerating retail media space combining un-matched retail media investment expertise Capture, the market-leading retail media management technology platform Plan-Apps and Threefold the leading consultancy and managed service provider for retail media networks in the UK and North America.


As an independent retail media pioneer SMG’s data expertise and technology innovations are driving the growth and evolution of connected commerce and in-store retail media space, offering true omnichannel capabilities. Now one of the fastest-growing British media and technology companies, SMG works with more than 800 CPG brands and operates retail media networks for Boots, Co-op, Morrisons, The Very Group and Signet.


About Asda

Headquartered in Leeds, England, Asda is a leading retail chain committed to providing high-quality products and exceptional value to its customers. With a rich history Asda has become a trusted name in the retail industry, serving a diverse range of products, including fresh produce, groceries, clothing, electronics and household goods, to millions of customers. Known for its commitment to affordability, quality, and community engagement, Asda strives to make everyday living better for families.


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