SMG and Omnicom Media partner on RMX to create one access point for retail media

Omnicom Media will apply RMX to live client briefs and campaigns, starting with UK digital screens and helping shape a more connected, measurable retail media future.

SMG today announced Omnicom Media (OM), an Omnicom (NYSE: OMC) Connected Capability, as the agency beta partner for RMX, a Plan-Apps solution and retail media exchange designed to give agencies and brands a simpler route to discover, plan and activate campaigns across retail media networks. RMX begins with digital screens and is designed to evolve towards omnichannel planning and activation.

OM teams will use RMX for live client briefs and campaigns, initially across UK digital screen opportunities. SMG will provide participating teams with onboarding and ongoing support. Feedback from OM planners and buyers will directly inform improvements to the platform and its workflows, helping ensure RMX evolves in line with how agencies and their clients plan and invest in media.

As advertisers invest across a growing number of retail media networks, agencies must navigate different propositions, planning processes, formats and reporting methodologies. RMX brings retail media opportunities, starting with digital screens, into one environment, helping planners identify relevant inventory, develop briefs and progress campaigns toward activation with fewer manual handoffs.

Over time, the platform is intended to expand toward omnichannel activity and support more consistent measurement, making it easier for agencies to compare opportunities and campaign outcomes across participating retail media partners. Retailers retain control over their pricing, inventory, data and commercial relationships.

Through the pilot, OM teams will use RMX to bring more of the retail media planning and activation journey into one connected environment, from identifying relevant opportunities and shaping briefs, through to retailer approval, booking, activation and reporting.

The partnership will also include an integration workstream focused on the Omni Intelligence Platform. This will assess how retail media opportunities and campaign information available through RMX could ultimately be surfaced within the tools OM teams already use, rather than requiring teams to work in separate systems.