SAN JUAN, PR – As the retail media landscape continues to expand, industry leaders are focusing on simplification to drive efficiency and growth. At the Beet Retreat San Juan, Amie Owen, global chief commerce officer at Interpublic Group’s Kinesso, discussed how brands and agencies are adapting to an increasingly complex commerce environment.
“Every year we make a statement of what we think is going to happen in commerce,” Owen said in an interview with Beet.TV. “Last year, we talked all about total commerce and how it’s not just media—it’s all facets of commerce that really could drive a business and grow incrementally. This year, we’re actually focusing on simplification.”
The retail media space has exploded, with more than 200 networks now available. Many are shifting toward self-service platforms that allow buyers to manage campaigns across multiple retailers. This evolution is pushing agencies to adopt a holistic approach that integrates commerce across creative, media, technology and retail readiness.
“What we’re trying to do is look at everything from a holistic perspective,” Owen said. “One of the differentiators we’ve always had is that we integrate commerce into everything we do as an agency.”
The concept of simplification extends to brands as well, with many making changes to better align their marketing and performance efforts. Retail media is evolving to serve as a tool for brands to negotiate shelf space and online visibility, while new players—such as banks and airlines—enter the commerce media space.
“Retail media is still a thing,” Owen said. “It’s outperforming TV and other channels, enriched in data, and merging with tech in exciting ways. As consumer behaviors change, media behaviors will evolve alongside them.”
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