Observed Signal · Jul 22, 2026 · Panel Discussion · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Commerce & Retail Media Market: Commerce Media Elevates Agencies into Growth Orchestrators
A Cannes roundtable of industry leaders argues that commerce media has evolved from a lower-funnel, conversion-focused channel into a strategic, full-funnel marketing opportunity. Panelists — including senior figures from Albertsons Media Collective, Digitas North America, dentsu and Omnicom — said agencies are no longer just media buyers but consultants and orchestrators that connect retailers, brands, creative, technology and measurement to drive business growth. Examples cited include creator partnerships, conversational commerce experiences and micro-drama content series built on first-party data. The group emphasized faster operating models, always-on briefs and shared data and measurement between retailers, agencies and brands as necessary conditions for commerce media to reach its full potential.
Industry commentary highlights the growing strategic role of commerce/retail media and agencies' shift to orchestration — relevant to advertisers, retailers and agencies but not a major platform policy or technical change.
Key Takeaways & Evidence Grounding
- A Cannes roundtable included Brian Monahan (Albertsons Media Collective), Amy Lanzi (Digitas North America), Kavita Cariapa (dentsu) and Claudia Johnson (Omnicom).
- Panelists argued commerce/retail media now spans the full customer journey from awareness through purchase, not only lower-funnel conversion.
- Agencies are repositioning as consultants and orchestrators, integrating merchandising, creative, retail data, media investment and measurement around commercial outcomes.
- Panelists said commerce media performs best when retailers, agencies and brands share data, measurement and responsibility for growth.
Connected Companies & Entities
3 Entities mappedOmnicom
Global advertising holding company with media, commerce, PR and data capabilities.
“The roundtable of leaders in Cannes includes Claudia Johnson, technical advisor to the CEO of omni & commerce at Omnicom....”
Digitas
Global digital experience agency for enterprise brands.
“The roundtable of leaders in Cannes includes Amy Lanzi, chief executive officer of Digitas North America....”
dentsu
Global agency network combining media, creative, CX and identity technology.
“The roundtable of leaders in Cannes includes Kavita Cariapa, head of commerce media at dentsu....”
Ontology Mapping & Concepts
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