The partnership will focus on on-site, off-site and connected store retail media and will see an in-store screen partnership created using Tesco Connected Store.

GroupM will have access to Tesco Media and Insight Platform’s insights module via Dunnhumby’s Sphere AI self-serve platform as well as dedicated client success support.

GroupM will also form a Tesco Media and Insight Platform ‘champions’ programme for select individuals across the group who will act as internal ambassadors for the partnership.

Uche Ofili, agency group head at Tesco Media and Insight Platform, said the partnership was “a dedicated step towards more integrated retail media planning at a truly holistic, strategic level”.

He added: “We have been working with the teams across GroupM intently over the last few years and are looking forward to building enhanced ways of working with a shared goal in mind. Being chosen as a key partner in the retail media space is something that we value greatly.”

Luke Bozeat, chief operating officer at GroupM UK, said: “We have worked successfully with Tesco Media and Insight Platform for several years and are delighted to take this a major step further through committing to a long-term strategic partnership.

“The unique attributes of the Tesco Media and Insight Platform gives us, and our clients, the opportunity to truly explore the full gamut of opportunities offered by retail media and puts us at the forefront of initiatives to drive further innovation in this area. We look forward to a long and mutually successful collaboration.”