Retail MediaX Podcast 2025: Agility versus scale – navigating retail media challenges with SMG

In this episode, Ollie Shayer, fresh to his role as SMG’s senior director of global strategy and innovation talks to Colin Lewis from Internet Retailing about the tension between agility and scale in retail media – and the opportunities it can present.

Many larger, omnichannel retailers enjoy massive shopper reach but can face legacy and structural barriers to innovation. Smaller, more agile pureplays can be more flexible, but lack the scale. Ollie unpacks what these contrasting models mean for media innovation, customer experience and brand partnerships, as well as the white spaces to explore and what brands should expect from an agile versus scaled RMN.