Budgets, Brands and Bold Moves - with Ed Sellier, Tesco Media
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Budgets, Brands and Bold Moves - with Ed Sellier, Tesco Media
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Retail media is booming, but is it the cure‑all some in FMCG hope for? Ed Sellier, Strategy Manager at Tesco Media, cuts through the hype to reveal how retail media really works - as an evidence‑driven, customer‑centric layer on top of brand‑building fundamentals. From “messy collaboration” with FMCG giants to the rise of quick commerce and the shift in shopper missions, Ed explains how Tesco approaches data, channels, and internal buy‑in for long‑term brand health. Expect frank talk about what it takes to persuade stakeholders, prove ROI, and balance the 4Ps beyond a fixation on promotion.
Quotes:
• “There’s never a panacea or a silver bullet… retail media is here to point the marketing in the right direction.”
• “Persuasion comes through evidence, through case studies, but actually people want to try it themselves first.”
• “Messy collaboration is real — you have to learn to disagree and still move forward.”
Paul Skeldon was in conversation with Ed Sellier.