Welcome to an audio-led edition of Unmade.

Today’s edition features a particularly impactful panel from last week’s retail media conference, REmade.

‘The path to purchase is not linear’ How the retail media landscape has changed again

The leaders of Australia’s emerging retail media sector returned to the stage last week for Unmade’s second REmade conference.

Today we bring you the final session from the conference, the leadership panel, moderated by Unmade’s Tim Burrowes.

It featured:

* Mike Tyquin, MD of Woolworths’ Casrtology

* Teresa Aprile, co-founder of Brandcrush

* Paul Brooks, GM of Coles360

* Kate Yates, head of consumer marketing at Pernod Ricard

The central theme of the discussion was the rapid speed with which the sector is maturing.

Along the way, the panel debated the as-yet-unsettled question of the best definition for retail media, and how far it should extend into ecommerce; their expectations for where the sector goes next sector expectations, and the challenges anticipated during the economic downturn.

The wide ranging conversation also tackled how standards can be set and outcomes measured as new players arrive on an almost-weekly basis. IAB CEO Gai Le Roy dropped into the conversation from the audience to explain the contribution her organisation hopes to add to the measurement process.

They also discussed what is needed to break out from the test-and-learn stage of marekting plans. Yates warned: “We'll never move past test-and-learn if we don't speak a language that is universal among partners—retailers, media agencies, and businesses."

Also on the agenda was the arrival of agencies into the sector, and how they can find a place within the ecosystem.

REmade will return in the final quarter of 2024.

Editing was courtesy of Abe’s Audio, the people to talk to about voiceovers, sound design and podcast production.

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