How RMNs Can Finally Win Over Media Agencies

In today’s 'Snips' episode, I’m diving into one of the biggest unlocks for retail media networks right now: earning the trust (and the budgets) of media agencies. As retail media growth slows and retailers look beyond performance budgets, everyone suddenly wants a slice of those top-of-funnel brand-building dollars. But as I unpack the insights from Viv Craske and Colin Lewis from the Retail Media Therapy podcast, tapping into those budgets isn’t as simple as showing up with a pitch deck full of demographic reach stats.I dissect what agencies actually want from RMNs, why most networks get their approach completely backwards, and what it really takes to become the obvious solution when a brief comes through. From identifying gaps in media plans, eliminating data gatekeeping, and building real, long-term agency relationships, this episode lays out a three-step strategy every RMN should be thinking about.This episode is sponsored by Mirakl AdsTimeline[00:42] – Why tapping into brand budgets is suddenly top priority for RMNs[01:53] – The agency perspective: what they really need from retail media networks [02:59] – The difference between demographic reach and true agency value [04:12] – Why data access rather than gatekeeping is the make-or-break factor [06:37] – The three-step, 6–9 month roadmap for building agency relationships [07:45] – The resource reality: why this can’t be a “side-of-desk” project [09:15] – The big miss: why most RMNs will fail to win brand budgets next yearLinks & ResourcesListen to the Retail Media Therapy episode in full - The Incrementality Myth and Winning With Media AgenciesSubscribe to Retail Media TherapyFollow Viv Craske on LinkedInFollow Colin Lewis on LinkedInRead my articles:Trade vs. Retail Media: Who's Really Eating Whom?DSPs Wanted: The Retail Media Revolution 96% of Advertisers CraveAre you based in Atlanta or be in the ATL area on Weds Dec 3rd? Join me and a couple dozen of your new retail media industry besties for a festive happy hour! Register hereSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn