Data-Driven Creativity: How Albertsons Media Collective is Shaping the Future of Retail Media (Michelle Kircher-Weiskittel, Head of Media, Creative and Operations at Albertsons Media Collective)

In this episode of The CPG View, Michelle Weiskittel, the Head of Media, Creative, and Operations at Albertsons Media Collective, shares insights into the company's innovative digital media strategies. She emphasizes the importance of building partnerships with clients, including CPGs and agencies. By leveraging shopper insights from loyalty data, Albertsons creates targeted content and flexible media buying models, such as their cutting-edge CTV initiative called "Collective TV." Michelle also addresses key challenges, like managing complexity within a large, localized organization, and highlights solutions that involve cross-functional collaboration, especially with merchants. Additionally, she discusses the role of generative AI in enhancing efficiency and speeding up the market process. Throughout the conversation, Michelle underscores the value of maintaining a continuous learning mindset and fostering collaboration in today’s ever-changing media landscape.