Observed Signal · Oct 2, 2026 · Market Signal · Source: IDOOH · Impact: 2/5
Carsten Schwecke übernimmt Retail Media bei MediaMarktSaturn; Dehner startet mit Framen Instore-Screen-Netzwerk in 130 Märkten
Two new articles added to the news page: Carsten Schwecke takes over retail media at MediaMarktSaturn, and Dehner launches an instore screen network with Framen in 130 stores.
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Recent verified developments and strategic activity across this market segment.
Carsten Schwecke to Lead Retail Media at MediaMarktSaturn
Carsten Schwecke, formerly Chief Commercial Officer at RTL Deutschland and previously head of marketing at Seven.One Entertainment Group, will become co-CEO and Managing Director of MediaMarktSaturn Marketing GmbH on November 1, 2026, leading the retail media and partner marketing unit jointly with CMO Michael Schuld. Schwecke focuses on expanding first-party data activation, offsite media, and the publisher business, broadening the growth strategy beyond retail media and partner marketing. He succeeds Boris Prondzinski and Torsten Ahlers, who are leaving amicably; Ahlers supports the handover until January 31, 2027. In fiscal year 2024/25, retail media revenue reached around 91 million euros, up from about 5 million three years earlier. For offsite expansion, MediaMarktSaturn partners with Unlimitail.
Carsten Schwecke joins MediaMarkt Saturn Retail Media
Carsten Schwecke, former marketing chief at ProSiebenSat.1 and RTL Deutschland, will become Managing Director of MediaMarkt Saturn Retail Media & Partner Marketing on November 1, 2026. He succeeds Boris Prondzinski and Torsten Ahlers, with Prondzinski leaving on November 30 and Ahlers staying until end of January to support the transition. Under Schwecke, the business will be broadened, focusing on activation of first-party customer data, offsite media monetization, and expansion of the publisher business. Schwecke's appointment follows a turbulent career, having left Axel Springer in late 2023 for ProSiebenSat.1, then moving to RTL Deutschland after being put on leave, and leaving RTL after a year due to restructuring. He emphasizes that AI can generate almost anything but trust, which is created where people actually buy, highlighting the intersection of media, data, and ad tech.
Ceconomy/MediaMarkt expands in-store services
Ceconomy, the parent company of MediaMarkt and Saturn, is expanding its service offering and testing unconventional concepts to change the in-store customer experience. MediaMarkt plans to introduce a "Pay-on-Shopfloor" concept that, according to the publisher Lebensmittelzeitung, is to be rolled out in Germany "soon." The article was published by Lebensmittelzeitung on July 16, 2026 and written by Tom Wanka. The initiative is positioned as an attempt to transfer in-store advisory services into the digital shopping journey.
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