Inside Colgate Palmolive’s consumer experience and growth organisation

Retail media now sits as part of Colgate Palmolive’s integrated media strategy.

The convergence of commerce with advertising was made abundantly clear at this year’s Cannes Lions Festival of Creativity. Amazon is now a familiar sight on the Croisette in the form of its hulking Port venue, while Walmart, Target and Kroger could all be found promoting the rewards of retail media to brands and agencies.

What is sometimes harder to discern – beyond the vast sums being spent on retail media– is the extent to which advertisers are evolving their processes and practices in light of this convergence. This made a session at Kroger Precision Marketing’s beach-side cabana featuring...

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