SMG poaches DunnHumby chief to woo media agencies

SMG, the retail media specialist which operates the Boots, Morrisons, Co-op, Asda and Very Group networks, among others, is launching a charm offensive with the agency community by appointing its first director of agency partnerships.

Uche Ofili, who has nearly two decades’ experience in the digital marketing and media industry, joins from DunnHumby, where he was head of media agency, responsible for building the team behind Tesco Media & Insight Platform’s retail media offering.

At SMG, Ofili will lead the agency development team and will play a key role in building deeper partnerships with leading media shops.

As well as running retail media networks, SMG manages national retail media campaigns for brands including Pladis, Birds Eye and General Mills through “buy-side” agency Capture.

The firm’s technology platform Plan-Apps powers brand campaigns for 95 of the top 100 packaged goods brands in the UK.

SMG chief executive Sam Knights said: “We’re excited to welcome Uche to the team and the valuable experience he will bring as we look to build our agency development team.

“Uche is an incredible professional and a wonderful cultural fit. We have some exciting plans already in motion for 2025 and he will play a key role as we look to onboard new retail partners and grow our retail media networks.”

Ofili added: “I am excited to step into the role of director of agency partnerships at SMG, where building strong, collaborative relationships with our agency partners is central to driving success.

“In today’s rapidly evolving retail media landscape, the ability to align strategies and innovate together has never been more critical. I look forward to working closely with our partners to deliver impactful solutions that meet the needs of brands, agencies, and consumers alike.”

SMG poaches DunnHumby chief to woo media agencies

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