Asda has appointed SMG as its new Retail Media Network (RMN) partner.

As a result, the retail media operator will manage the retailers media planning and operations.

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The move has been designed to create targeted, insight-led, creative omnichannel campaigns helping brands reach the right audience through the correct touch points whether that be social, digital, TV, or in-store.

The partnership comes as the supermarket giant plans to expand its retail media network via more stores, new digital channels, and innovative propositions.

Asda Senior Media & Insight Commercialisation Director, Jon Beill said: “This is an exciting time for Asda and the retail media industry, and we have decided to partner with SMG as we feel they can help propel Asda Media forward at a critical time for us.

“We have ambitious growth plans and are investing in creating a market-leading retail media network. More to come on this in the next few months.”

SMG CEO Sam Knights continued: “We are delighted to be partnering with Asda to bring the SMG knowledge, expertise and technology together with the existing proposition, capabilities and talented team.”