In ever shifting market and rise of retail media, brands are rethinking media strategies to adapt to the fragmentation of consumer attention. This session explores how to allocate investments between national campaigns, digital activations, and retail media networks. Learn from recent performance results and cross-brand collaborations to maximize reach and efficiency. 

Objective:

• Using scenario planning and budget optimization to simulate allocation strategies to identify optimal balance to maximize ROAS.
• Learning to test, learn and scale investments by periodizing closed loop attribution and offsite capabilities.
• Fostering collaboration between teams to create an integrated plan that leverages national reach for awareness.

Marketing in regulated spaces presents unique challenges that require creativity, precision, and compliance at every step. This session highlights lessons from regulated brands and how they balance regulatory requirements with effective audience engagement. Attendees will learn practical strategies for crafting compliant campaigns, identifying legal targeting opportunities, and using creative workarounds that drive results without risk. Real-world examples illustrate how these brands build both growth and consumer trust in highly regulated markets.

• Gaining insights into key frameworks that shape responsible messaging and maximizing creative freedom while staying within necessary guidelines.
• Discovering tactics for building brand awareness, community and brand affinity without relying on direct product promotion.
• Balancing growth ambitions with ethical practices that protect consumer trust, brand reputation and long-term market access