Target adds external focus for in-house media-buying agency

Target, the retailer, has built an in-house media shop that works on campaigns for its own brand and for third-party marketers.

“We infuse math – the insights and analytics that make our media company successful – with magic – the great, guest-focused design and shopping experiences that differentiate Target.”

So reads the mission statement of Roundel, the retailer’s in-house media agency. And a recent rebrand of the three-year-old enterprise reflected its emphasis on the “shopper insights that data enables,” and a belief that the “ability to respond quickly to those insights are essential to surviving in today’s challenging retail environment,” according to Kristi Argyilan, Roundel’s president.

Kristi Argyilan, President, Roundel

“There are lots of reasons why brands fail,” Argyilan told...

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