Dentsu launches AI-powered Smarter Media for personalised buying experiences and faster retailer monetisation

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  • Global collaboration with ​Salesforce​​ ​brings together expertise across media, technology, and innovation to supercharge brands’ investment in retail media      
  • ​​This ​​s​olution comes as Salesforce research finds 80% of customers rate experience as important as brand’s products and services 

Dentsu, the integrated growth and transformation partner, today announces it is teaming up with Salesforce, the world’s ​#1 AI ​CRM, to launch Smarter Media. The solution enables faster monetisation of retail media by creating personalised buying experiences, powered by AI.  

Salesforce research finds that improved retail experiences are critically needed as 80% of customers say a company's experience is as important as its products and services. Additionally, 72% of consumers are now switching brands based on better deals as the cost-of-living crisis tightens purse strings.  

Smarter Media is a solution that comprises several Salesforce products: ​Media Cloud​, ​Sales Cloud​ and ​Marketing Cloud Engagement​. The solution pragmatically assesses a brand’s current retail media maturity and builds a roadmap to address gaps in media, tech, and skills, delivering end-to-end value. It addresses a market need to make media technology more accessible for businesses and brands to deploy. 

By addressing these challenges, it supports growth at speed by enabling businesses to meet their customers where they are 24/7, cultivating new customer bases, and strengthening existing relationships. 

Smarter Media from Dentsu ​offers a​​ ​truly unique solution to the market as it combines ​Salesforce Sales Cloud’s ​leading sales and pipeline management tool with ​Media Cloud’s​​​ Advertising Sales Management application​​. ​The solution can support simple and complex retailer models, with integrations to multiple ad management tools and built end-to-end, offering closed loop management from prospect to performance and trend analysis.

Benefits of Smarter Media include: 

  • A litmus test: Smarter Media first assesses a brand’s existing retail media capability to highlight strengths and identify areas for improvement, with consultancy provided on every element from media to technology infrastructure and skills.   
  • Powered by AI: ​AI capabilities from​ dentsu and Salesforce are powering the solution to provide consumers with personalised buying experiences.  
  • Built from the ground up: the solution defines a curated technology architecture, alongside creating your retail media strategy. Real-time measurement tools are deployed to ensure KPIs and value realisation are tracked.  
  • Quick, easy adoption: Clients can adopt the technology and apply a ‘test and learn’ framework, which means they can adjust roadmaps as the depth and quality of customer data improves, with every decision driving ROI. 

Dentsu and Salesforce have come together to provide a one-stop solution that connects buyers and sellers, enhances customer experience, increases monetisation, and combines technology insight with proven retail media expertise. Smarter Media as a service is a fast way to consume and drive value within six months with a total outsourced model from dentsu, powered by Salesforce.

Paul Lynch, Integrated Solutions Lead, Commerce & Retail UK&I, dentsu, said: “We are hugely excited to announce the launch of Smarter Media with Salesforce, which will further support us to Innovate to Impact for our clients., . There’s a clear market need for technology and a partner with proven retail media expertise to create value for our client’s investments. Smarter Media will democratise cutting-edge technology for brands by providing a ‘one-stop solution’ to create personalised buying experiences. The solution will support brands as they operate in today’s experience economy, where maintaining compelling experiences throughout the varied stages of customer relationships has never been more crucial.”

Christopher Dean, SVP and GM for Communications, Media & Entertainment at Salesforce said: ​“We're excited to continue our work with dentsu and introduce Smarter Media. By combining the power of Salesforce Media Cloud’s industry-specific solution along with dentsu’s creative retail media expertise and commitment to innovation, we’re helping make media technology more accessible for retailers.”