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Path to Purchase Institute hails SMG CEO as one of the world’s top 25 retail media pioneers

Here at SMG we’re incredibly proud that Samuel Knights, our CEO, has been chosen as one of the 25 commerce marketers who are pioneering retail media in the Path to Purchase Institute’s inaugural Retail Media Awards. And it’s an amazing list to be on.


Sam finds himself rubbing shoulders with marketers from iconic businesses such as PepsiCo, Mondelez International and Danone; agencies including Publicis and Mindshare; and platforms like Criteo.


The P2PI describe Sam as “an innovator who’s forging the evolution of retail media and advancing connected commerce across the path to purchase.” His award citation highlights the work SMG has done – and the results we’ve delivered – for Boots Walgreens, Morrisons, The Co-op, The Very Group and Signet Group. And it specifically mentions how we helped Boots Media Group become the first retail media network in the UK to allow CPGs to use first-party retailer data for media targeting with closed-loop sales attribution, via our Audience360 toolkit.


But what’s most gratifying is that the award also recognises Sam’s fundamental belief in doing retail media the right way; “by ensuring CPG brands see retail media through a marketing lens to drive growth for everyone”.


Sam, the Institute says, “champions efforts that will result in the retail media industry being increasingly transparent in its media performance reporting”.


Driven by Sam, this emphasis on measurement and transparency is fundamental to everything we do at SMG. We firmly believe that retail media only works if it works for all parties involved, and that the only way to prove that’s happening is through honesty and transparency.


Speaking about Sam’s award, Threefold’s Managing Director for North America, Sean Crawford, said:


“We’ve spent the past 12 months launching the SMG business in the US and it’s fantastic news to see the industry already recognising Sam’s pioneering approach and leadership in retail media.


Our continued partnership with P2PI continues to go from strength to strength and we can’t wait to connect with industry peers and colleagues alike at this November’s P2PI Live flagship conference, where you’ll be able to catch us on stage with our founding US retail client.”


Congratulations Sam from all of us at SMG. Now back to work.


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