The Advertising Business Group (ABG) and Publicis Groupe Middle East have announced a strategic partnership aimed at accelerating the growth of the retail media sector across the Middle East and North Africa (MENA).
The partnership will bring together advertisers, retailers, agencies, technology providers and digital platforms through the creation of the MENA Retail Media Task Force, an industry initiative designed to foster collaboration, knowledge sharing and the development of best practices.
Retail media, which enables brands to reach consumers through retailer-owned channels and first-party data, has emerged as one of the fastest-growing segments of the global advertising industry. With investment in the sector increasing across the region, industry leaders say there is a growing need for a dedicated platform to support cooperation and standard-setting.
The MENA Retail Media Task Force, established by ABG with Publicis Groupe Middle East as its founding strategic partner, will host educational forums, working groups, roundtables and industry discussions to help stakeholders navigate the evolving retail media landscape.
Eleni Kitra, Chief Executive Officer of the Advertising Business Group, said the initiative was created in response to the rapid transformation taking place in marketing and advertising.
“Retail media is reshaping how brands spend, target and measure. The region needs a dedicated platform to help industry stakeholders navigate that shift together,” she said, adding that Publicis Groupe Middle East’s expertise would strengthen the initiative.
As part of the partnership, Publicis Groupe Middle East will contribute insights gained from developing retail media solutions for clients across the region. The company said it would support the Task Force through knowledge-sharing and by helping shape industry discussions and outputs.
Tony Wazen, CEO of Publicis Media, said retail media represents one of the biggest opportunities in modern marketing and highlighted the importance of industry-wide collaboration to unlock its full potential.
The announcement follows the inaugural ABG Retail Media Roundtable, which brought together leaders from across the retail media ecosystem to discuss priorities for the sector and contribute to the Task Force’s agenda as it begins its work across the region.
