Barr selects new retail media partner

Following a competitive pitch, refreshment brand Barr Soft Drinks has appointed SMG to build its brands, with responsibility for activation strategies and media plans across the core national grocery market

SMG’s proprietary software technology, Plan-Apps, will be used to plan and execute data driven media campaigns, providing one central space for campaign planning, management and evaluation, enabling Barr Soft Drinks to understand upfront the expected impact of their investment.

SMG agency Capture will champion strategic media planning powered by audience insights and media performance knowledge, expert media management, and robust and transparent evaluation to encourage continuous learning & optimisation.

Catherine McGarry, shopper marketing controller, Barr Soft Drinks, said: “Capture was best in the pack for understanding of the retail media market, retailer needs and media channel knowledge. We’re excited to step change our approach to Shopper Marketing with Capture”.