Colin Lewis is an award winning marketer. He is Editor-in-Chief, Retail Media at Internet Retailing, a leading Marketing Week Magazine Columnist, Advisor to Grace & Co, as well as many of the world's leading Retail Media Networks through his consultancy Retail Media Works. He also has more air miles than you can shake a stick at.

We cover a lot in this episode:

1. Everything that’s in trade will go into retail media (no, really)
2. The importance of incrementality
3. The language of marketing effectiveness, and how brands grow
4. Why Retail Media spans all of 'The Fab 4'

• Brand
• Trade
• Digital
• Shopper

Long term thinking is difficult. Retailers have got low margins, long term thinking is not really an option when you’re judged on your trade and your trade per day.

+ PLUS: a sneak peak at Colin's UPCOMING REPORT, "The 7 Challenges for Retail Media in 2025"

• “The digitisation of instore is an absolute inevitability from a sustainability perspective” - saving on cardboard!
• "In-store measurement, is where the next gold rush of money will come in"
• "There is no CFO in this world who is gonna say 'that’s cool, I don’t mind handing over billions of dollars every year, so I don’t know what happens with it'"