Retail MediaX Podcast 2025: Adapt or be left behind – why agencies must embrace retail media now with Omnicom Media Group

Retail media is rewriting the rules of brand engagement – and agencies that fail to evolve risk irrelevance. In this episode, Colin Lewis from Internet Retailing is joined by Prateek Gupta, MD ecommerce and retail media at Omnicom Media Group and Uche Ofili, director of agency relationships at SMG who issue a clear call to action: agencies must move beyond traditional media buying and embed themselves in the commerce-driven future.

Together they explore why many agencies are lagging behind, the consequences of staying passive and how those who invest in retail media capabilities – from measurement to creative to tech and omnichannel implementation are gaining a strategic edge. This is a frank look at the fork in the road: lead the retail media.

Behind the mic:

Prateek Gupta, MD ecommerce and retail media at Omnicom Media Group
www.linkedin.com/in/guptaprateek12/

Uche Ofili, director of agency relationships at SMG
www.linkedin.com/in/ucheofili/

Colin Lewis, Internet Retailing
www.linkedin.com/in/colinlewis/

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