Cannes Confessional #4: RMNs Should Chase That Brand Marketing Budget

Day three at the Cannes Festival of Creativity brought some of the most insightful conversations yet! I sat down once again with Lauren Livak, Director at the Digital Shelf Institute, and Colin Lewis, an experienced retail media commentator, to unpack the day's highlights. From global retail media strategies to the role of ad tech and B2B innovation, this episode captures the evolving narrative of our industry in real time.This conversation, originally recorded as part of Lauren's podcast Unpacking the Digital Shelf, dives into some of the most provocative insights we heard at the Miracle Cabana and beyond. If you're curious about what it takes to bridge the gap between media and marketing, how Amazon's leadership style is influencing retail innovation, or what "leaning into your uniqueness" means in the age of AI, this one's for you.Episode Highlights:[1:31] - Kicking off from the Mirakl Cabana with two standout research presentations, including BCG's perspective on scaling retail media globally[2:07] - Why tapping into brand budgets is the real prize for retail media and the need for teams who can "speak brand"[3:59] - The importance of cross-functional collaboration between retailers, brands, and tech providers[5:02] - Colin's chat with Amazon Advertising's Steef de Wever and the growing necessity for marketers to understand ad tech[5:56] - A deep dive into Nectar 360's new "Pollen" platform that could set the standard for end-to-end retail media integration[7:00] - How Lowe's is leveraging marketplaces and retail media to grow their B2B segment[8:00] - Reflecting on Andy Jassy's insight: "Speed is a leadership decision"[9:43] - Celebrating the Women of Retail Media Collective and the power of leaning into what makes you different[10:41] - Colin's memorable takeaway: discover what you "came from the factory with" and make it your superpowerLinks & Resources:Colin LewisAmazon’s Stijn DemeerssemanThe Digital Shelf Institute's Lauren LivakLowes' Joe CanoCheck out the Unpacking the Digital Shelf podcast. BCG's Daniel GospodinovBCG: six questions for scaling retail media outside the USSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn