What If You Ordered Lunch Like You Bought Retail Media

What if ordering lunch sounded like the way many brands buy retail media? That was the inspiration behind my latest comedy skit... but beneath the joke is a serious question about how retail media is changing the way marketers think about growth.In this episode, I unpack a thoughtful LinkedIn post from Juliana Nodwell, and connect it with several of my past articles about why precision isn't the same as purpose. I explore where retail media truly excels, why brand marketing and retail media serve different jobs, and how confusing the two can actually weaken long-term growth. Along the way, I revisit insights from Jordan Witmer, Steve Gray, and Jason O'Toole that challenge some of the industry's biggest assumptions about full-funnel marketing.This episode is sponsored by GrowthLoopTimeline00:00 – My comedy skit that pokes fun at today's retail media buying habits.00:52 – Juliana Nodwell's argument: Are marketers confusing precision with purpose?02:25 – Why retail media and brand media have different jobs, and why that's okay.04:09 – Jordan Witmer explains how budget ownership shapes retail media strategy.06:44 – What How Brands Grow teaches us about the metrics that actually build brands.07:46 – Why investing in brand media can make performance media more efficient over time.Links & ResourcesHere's the skit, which first appeared on the new Basket Case podcast from The Drum and QSIC.Juliana Nodwell's post on LinkedInFollow Juliana Nodwell, Retail Media & Omnichannel Strategy at Kraft Heinz, on LinkedInRead my related articles:"Whoever Owns the Budget Determines What Retail Media Is Allowed to Be"The 'How Brands Grow' Dogma Wants To Have A Word With Retail MediaBrand Media Lowers the Tax You Pay on GrowthI'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn