ISBA’s Retail Media Framework awarded at WFA President’s Awards

Industry associations from France, the Netherlands, Nigeria, Sweden, the UK and the US were all recognised for actions that help drive better marketing at the WFA’s Global Marketer Week in Toronto on Friday 17 May.

Phil Smith, Director General of ISBA picked up the award for ISBA’s Responsible Retail Media Framework, launched in November 2023. 

The Responsible Retail Media Framework is designed to meet advertisers’ needs to standardise retail media measurement to improve operational efficiencies for both buyers and sellers. It provides a template for development and product delivery, regardless of the maturity of the retailer’s platform. Led by ISBA, the Framework was the result of a year-long, cross-industry collaboration of brands, retailers and their tech and consultancy partners supported by Omnicom Media Group’s (OMG) eCommerce division Transact.

Phil at WFA President's Award

Speaking on the back of the award, ISBA’s Head of Media, Bobi Carley, said “ISBA is proud of how our industry collaborated and listened to the needs of advertisers who need standardisation in this fast growing market. The Responsible Retail Media Framework seeks to make the retail media offering work better for everyone and is just the first of many pieces of work ISBA aims to undertake in this space. Its fantastic that it has been recognised by the WFA President’s Award and we encourage all brands, agencies and retailers to drive towards transparent best practice”

OMG’s Chief Marketing Officer & Chief Development Officer, Nicki Hare, said: “As retail media continues to expand at an unprecedented pace, OMG is proud that the ISBA Responsible Retail Media Framework was recognised by the WFA Presidents Award. Our collaborative effort to establish a positive, unified and transparent landscape for retail media in the UK supports our commitment to assign standards and accountability to the biggest areas of growth in media and is aligned to the guidance of OMG’s Council on Accountability and Standards in Advertising (CASA). Developed in close collaboration with brand advertisers and leading retailers, it paves the way for measurable impact and replication across other markets.”

ISBA’s work on retail media continues at pace, with members of ISBA’s Retail Media Working Group helping to draw up three next steps for the industry:

  1. ISBA will be asking UK Retail Media Networks to self-certify themselves against the framework to ensure the framework is fit for purpose and also create a better picture of the maturity of the landscape today. 
  2. ISBA will create a template for standard reporting 
  3. Investigating a PWC Retail Media Supply Chain study to showcase the different structures for brands and increase investment in the channel via trust

If you’re interested in finding out more about ISBA’s Retail Media Working Group, or have any questions, contact Bobi Carley or Dan Larden