Albertsons Media Collective didn’t just want to participate in the rapidly growing retail media conversation. It wanted to lead it.

 

As retail media emerged as one of advertising’s fastest-growing categories, the Collective turned to DGC to establish it as a leading voice in the space and elevate the visibility of its senior executives.

 

Our integrated communications program spanned earned media, executive visibility, thought leadership, industry events, and social amplification. We positioned Albertsons leaders as industry authorities through speaking opportunities at major events, pursued influential industry awards, and used LinkedIn to extend the reach of key moments and executive perspectives.

 

The DGC team also supported Albertsons’ efforts to bring greater standardization to the retail media industry. Ahead of Cannes Lions 2023, we introduced top-tier media to Albertsons’ point of view and helped the company debut a preliminary framework designed to bring greater consistency to specifications, methodologies, terminology, and disclosures across retail media networks.

 

Across the broader program, Albertsons Media Collective’s press mentions increased by 75%, its share of voice doubled, and its LinkedIn following tripled. We also secured a steady cadence of executive speaking opportunities throughout the year.

 

More recently, we helped introduce Albertsons’ new branded entertainment offering, which brings episodic, scripted microdramas to its retail media platform. The team secured an exclusive with The Wall Street Journal to break the news, then expanded outreach across advertising, entertainment, creator economy, retail, and grocery trade media. The story gained further momentum at Cannes Lions, where Albertsons and P&G executives discussed the collaboration, and helped introduce the story to a mainstream audience through a segment on NBC’s TODAY.

 

The campaign generated 33 articles and a total reach of 214.4 million UVM — an ad spend equivalency of $2.3 million — further reinforcing the Collective’s position as a retail media innovator.