Observed Signal · Nov 2, 2026 · Market Signal · Source: Albertsons Media Collective · Impact: 2/5
From the Feed to the Grocery Aisle. And Everything In Between
Every brand wants a full-funnel strategy. Fewer can show you what one actually delivers. Bob Evans partnered with Albertsons Media Collective to do exactly that — a connected omnichannel campaign that gave every channel a distinct job, from influencer...
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Scaling Brands Inside the Story
At an ADWEEK House Cannes Lions fireside chat co-hosted with EightPM, marketing leaders discussed how brands can move beyond one-off entertainment placements to build always-on, authentic integrations that drive measurable business results. Panelists — including Grant Regillo (EightPM), Samantha Catalina (fractional CMO for Happy Dad and Noble Pacific), Patrick O’Keefe (e.l.f. Beauty) and Jackie Widmann (BERO Brewing) — emphasized proactive monitoring of entertainment opportunities, preparing digital assets and inventory for fast execution, and relinquishing control when a placement works as a natural subplot. Examples cited include Olipop’s fast creative support to scale into Whole Foods and e.l.f.’s understated care package activation for creator Oliver Widger. Speakers argued entertainment integrations must be genuine and tied to retail and lead-generation outcomes, not only impressions.
Retail Media Networks: Growth Levers Beyond Trade Dollars
In a panel at ADWEEK House Advertising HQ co-hosted with Albertsons, Julian Mintz, VP of ad sales at Albertsons Media Collective, and Dani Mariano, CEO of Razorfish, discussed the evolving role of retail media networks (RMNs) in the marketing mix. Mintz emphasized the need for closer alignment between media and merchandise teams to avoid scenarios where campaigns promote out-of-stock products. Mariano reframed retail media not as an additional cost but as an opportunity to round out compressed budgets, while Mintz described retail media dollars as a 'growth lever.' They highlighted the power of leveraging retail data—even for non-endemic brands—by combining it with other consumer insights to build a robust customer picture. The panel underscored that success is ultimately measured by driving brand sales and demonstrating tangible business impact.
AdExchanger Honors Wetzel and Argyilan with Top Women Awards
AdExchanger has named Kristi Argyilan, Chief Commercial Officer at The Trade Desk, and Lauren Wetzel, Global President of Data and Technology Solutions at WPP, as recipients of the 2026 Top Women in Media & Ad Tech Special Recognition Awards. Argyilan received the Industry Impact Award for her pioneering work in retail media, including launching Target's Roundel and building Albertsons Media Collective, and for advocating shared measurement standards. Wetzel received the Catalyst Award for driving transformation, notably leading InfoSum through its acquisition by WPP in 2025. The honors are the program's highest individual awards, recognizing leaders with impact beyond their organizations. The gala will take place on November 3, 2026, in New York City.
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