Omnicom Media capped Day 1 of its Cannes Lions news series with another first-mover partnership connecting brand content to consumer experiences and expectations, as reported today by Campaign UK. The company unveiled Re-Create, a collaboration with Tesco Media and Barrows that brings dynamic creative optimization to Tesco’s in-store retail media network using Omnicom’s ArtBot content orchestration platform. Rather than relying on static creative planned weeks in advance, Re-Create continuously adapts messaging based on real-time retail intelligence—including shopping patterns, store traffic, weather, local events and other contextual signals—enabling brands to deliver more relevant, timely advertising at the point of purchase. The launch builds on Omnicom Media’s Connected Content research, which found consumers increasingly expect advertising that reflects the moment while reducing repetitive messaging, and reinforces the company’s Cannes theme of developing partnerships that better align brand content with platform environments, consumer behaviors and evolving expectations.
“In-store media has a huge opportunity to better serve customers by utilizing what is arguably the richest real-time commerce signals in the industry. Re-Create allows creative to respond dynamically to what is happening inside individual stores and within surrounding communities. It gives brands the ability to bring the precision and agility of digital media into physical retail environments at scale.” Harriet Perry, Chief Media and Partnerships Officer, Omnicom Media UK
“Retail media is most powerful when it reflects the reality of how people shop in the moment. Through our collaboration with Omnicom Media, Re-Create is turning stores into smarter media environments, enabling brands to activate against live retail signals across our store network. By bringing greater relevance to the final moments before purchase, we’re helping advertisers deliver more useful customer experiences while unlocking the full value of in-store retail media through live retail intelligence.” Steve Edwareds, Head of Agency, Tesco Media
“This trial allows us to bring our shopper data to life in the store environment. As an extension of the intelligent strategies we already deploy with ArtBot across our media campaigns, we can now execute more sophisticated, audience-led activations throughout the customer journey, delivering messages that genuinely resonate and amplifying our omnichannel impact.” Abbie Meakin, Head of Retail Media at Pladis Global