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.

Consumers crave novelty, authenticity, and consistent reasons to re-engage with brands, and modern marketers are responding with influencer ecosystems, strategic partnerships, and curated monthly drops that keep audiences coming back. This session will dive into the mechanics behind these high-performing engagement tactics, revealing how leading brands design repeatable, measurable programs that build both hype and sustained loyalty. You’ll learn how influencers and partnerships can extend brand storytelling across platform cross-channel frameworks that can be implemented immediately.

• Building and scale influencer and partnership programs by creating authentic, sustained customer engagement.
• Driver urgency through executing monthly drops or limited time releases that repeat visits, and measurable revenue lift.
• Gaining actionable strategies for using data and customer insights to optimize campaign timing, creative, and channel selection.