Show Notes
Retail Media Therapy – EP42 Hiring Boom, Industry Beef & The Rise of Airline Media
This week, Viv Craske and Colin Lewis unpack three major shifts in retail media: A growing power struggle between holding companies and The Trade Desk A surge in retail media hiring (and what it takes to stand out) Why airlines are becoming retail media giants
Topic 1: The Trade Desk vs Holding Companies A major industry conflict is brewing: Omnicom joins Publicis, WPP, and Dentsu in investigating The Trade Desk Official concern: transparency and platform fees Unofficial theory: control and margin pressure
Key Insight: Holding companies may want to: Own media buying infrastructure (“the pipes”) Monetize their own AI-driven targeting Reduce reliance on third-party platforms Is The Trade Desk still a partner… or now a competitor?
Topic 2: Retail Media Hiring Boom Retail media is officially mainstream.
What’s happening: 26 new roles spotted in one week alone Hiring across retailers, agencies, and platforms globally: UK: Tesco, Ocado, Deliveroo, WPP US: Macy’s, CVS, Dentsu Europe: Douglas, ICA Even banks launching media networks
Skills You Need to Win: Commercial mindset + revenue focus Retail and media expertise Stakeholder management Storytelling & negotiation Strategic + analytical thinking Adaptability
Colin’s 5 Winning Mindsets: Build expertise across disciplines (especially brand growth) Develop personal agency (be a “doer”) Master modern collaboration Think like a showrunner (vision + detail) Adopt a test & learn mentality
Topic 3: Airline Commerce Media Airlines are quietly becoming powerful retail media platforms.
Why it matters: Airlines historically make ~$5–$7 profit per seat Through retailing (upsells, hotels, cars), that can jump to $100+ per customer The Game Changer: Connectivity (e.g. Starlink) Real-time passenger data + loyalty profiles Enables personalized, high-value advertising Creates a captive, high-intent audience Opportunity: Turn onboard experiences into media channels Replace generic ads with personalized content Unlock high-margin revenue streams
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