The growth in retail media and the diversity of channels has often meant that the creative content in-store has not matched traditional ATL work. However Dean Drew, Managing Director of creative agency Alphabet London, a retail specialist, is seeing a change. ‘There were several problems. Retail media was not included in the initial launch or campaign brief and was an afterthought involving rapidly sticking together bits from other media. In addition there are a lot of interested parties in retail so customer messages were far too complicated. However there has been quite a shift. As spend in retail media has increased, so has the quality of the brief. We are now involved with brands such as PepsiCo and Unilever from the start. We create bespoke work that's right for the retail environment, the shopper, the brand and the retailer. Experience of working with retailers and brands for over five years has been key.’

Alphabet London have developed a set of simple guidelines to help brands get the most of in-store marketing. Drew adds ‘it's all very logical but it helps our clients in what is a rapidly developing channel. Being innovative is one of the rules, it's an environment that offers lots of opportunities. The most important lesson is however to look at the results, understand what is happening and adapt. It's a dynamic environment that can deliver amazing results if done well.’