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IAB Europe podcasts

IAB Europe podcasts

Beyond the Basket: Why Non‑Endemic Brands Are the Next Big Wave in Retail Media

Jun 2, 2026 · 40 min · 11 segments

In this episode, Jason Wescott (WPP Media & Chair of IAB Europe’s Retail & Commerce Media Committee), Mazen Mroueh (Publicis Media), and Christian Raveaux (REWE Group) explore why non-endemic brands…

In this episode, Jason Wescott (WPP Media & Chair of IAB Europe’s Retail & Commerce Media Committee), Mazen Mroueh (Publicis Media), and Christian Raveaux (REWE Group) explore why non-endemic brands are becoming the next big opportunity in Retail Media. They discuss what is driving growing advertiser interest beyond traditional CPG and endemic categories, whether retailers are ready to support more complex partnerships, and how shopper intent data can help brands that do not sell directly on the shelf achieve meaningful outcomes. The conversation also tackles common misconceptions about Retail Media, how to balance endemic and non-endemic demand, and why protecting the shopper experience remains critical.

In this episode, Jason Wescott (WPP Media & Chair of IAB Europe’s Retail & Commerce Media Committee), Mazen Mroueh (Publicis Media), and Christian Raveaux (REWE Group) explore why non-endemic brands…

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Speakers: Mazen MarrouyGuestChristian RaveauxGuestJason WestcottHost

Show signals: SuitabilitySafeBiasNot politicalAudience≈9k followers

‘Peak of the Week’ & Casual Catch-Up1:30 – 5:16

Jason WestcottHost

1:30

Um, gentlemen, I'm really, really happy to have you on.

M

Mazen MarrouyGuest

1:36

Happy to be here.

Christian RaveauxGuest

1:38

Same.

Christian RaveauxGuest

1:38

Happy to be here, and thank you for having us, uh, Jason and the team.

Jason WestcottHost

1:42

Absolutely.

Jason WestcottHost

1:43

So Mazen, let's go to you, um, first.

Jason WestcottHost

1:45

What's been your peak of, of the week? Uh, uh, we, we can say it's a week.

Jason WestcottHost

1:50

It's, it's Thursday-

M

Mazen MarrouyGuest

1:51

Yeah

Jason WestcottHost

1:51

...

Jason WestcottHost

1:51

so we've had most of the week, but what's been a highlight for you this week?

M

Mazen MarrouyGuest

1:55

Well, it has been a, uh, very interesting week for me personally.

M

Mazen MarrouyGuest

1:59

I'm not sure if you have seen the news, but we won at the DRUM, uh, Commerce Award in Miami.

M

Mazen MarrouyGuest

2:05

Uh, I won my first gold, uh, with this new, uh, retail media project and my new role that I took over in January.

M

Mazen MarrouyGuest

2:12

So we got the Best In-Store Activation for, uh, Heineken and Publicis.

M

Mazen MarrouyGuest

2:16

And for me, this means a lot because I have built this project from scratch with, uh, MAF and Carrefour.

M

Mazen MarrouyGuest

2:22

It took me nine months to actually build from the screen, from the SSP, RFP, from really every single element.

M

Mazen MarrouyGuest

2:28

So it means a lot for me to see that project going globally and winning an award.

M

Mazen MarrouyGuest

2:33

So I'm still celebrating every day.

M

Mazen MarrouyGuest

2:34

I'm still over the moon.

M

Mazen MarrouyGuest

2:35

I'm so happy that I was able to really make it to Miami, not personally, but the award and winning it.

Jason WestcottHost

2:41

Congratulations, um-

M

Mazen MarrouyGuest

2:43

Yeah

Jason WestcottHost

2:43

...

Jason WestcottHost

2:43

Mazen, and, um, I bet that reward, uh, or I bet that award just seemed amazing-

MarketingBusiness
AdvertisingMedia
Retail PartnershipsMarketing > Brand Strategy
Consumer EngagementMarketing > Brand Strategy > Retail Partnerships
Digital MarketingTechnology
Retail MediaMedia > Advertising
Programmatic AdvertisingTechnology > Digital Marketing
Market TrendsReal Estate
Retail MediaBusiness > Marketing
Data AnalyticsTechnology > Digital Marketing > Programmatic Advertising
Brand StrategyMarketing
Technology
Non-Endemic BrandsBusiness > Marketing > Retail Media
Consumer TargetingBusiness > Marketing > Retail Media > Non-Endemic Brands
Data UtilizationMedia > Advertising > Retail Media
Consumer BehaviorMedia > Advertising > Retail Media > Data Utilization
Consumer InsightsTechnology > Digital Marketing > Programmatic Advertising > Data Analytics
Advertising EffectivenessMarketing > Brand Strategy > Retail Partnerships > Consumer Engagement
Retail MediaReal Estate > Market Trends
Consumer DataReal Estate > Market Trends > Retail Media
Targeted AdvertisingReal Estate > Market Trends > Retail Media > Consumer Data
Business
Media
Marketing
Real Estate

‘Peak of the Week’ & Casual Catch-Up1:30 – 5:16

Jason WestcottHost

1:30

Um, gentlemen, I'm really, really happy to have you on.

M

Mazen MarrouyGuest

1:36

Happy to be here.

Christian RaveauxGuest

1:38

Same.

Christian RaveauxGuest

1:38

Happy to be here, and thank you for having us, uh, Jason and the team.

Jason WestcottHost

1:42

Absolutely.

Jason WestcottHost

1:43

So Mazen, let's go to you, um, first.

Jason WestcottHost

1:45

What's been your peak of, of the week? Uh, uh, we, we can say it's a week.

Jason WestcottHost

1:50

It's, it's Thursday-

M

Mazen MarrouyGuest

1:51

Yeah

Jason WestcottHost

1:51

...

Jason WestcottHost

1:51

so we've had most of the week, but what's been a highlight for you this week?

M

Mazen MarrouyGuest

1:55

Well, it has been a, uh, very interesting week for me personally.

M

Mazen MarrouyGuest

1:59

I'm not sure if you have seen the news, but we won at the DRUM, uh, Commerce Award in Miami.

M

Mazen MarrouyGuest

2:05

Uh, I won my first gold, uh, with this new, uh, retail media project and my new role that I took over in January.

M

Mazen MarrouyGuest

2:12

So we got the Best In-Store Activation for, uh, Heineken and Publicis.

M

Mazen MarrouyGuest

2:16

And for me, this means a lot because I have built this project from scratch with, uh, MAF and Carrefour.

M

Mazen MarrouyGuest

2:22

It took me nine months to actually build from the screen, from the SSP, RFP, from really every single element.

M

Mazen MarrouyGuest

2:28

So it means a lot for me to see that project going globally and winning an award.

M

Mazen MarrouyGuest

2:33

So I'm still celebrating every day.

M

Mazen MarrouyGuest

2:34

I'm still over the moon.

M

Mazen MarrouyGuest

2:35

I'm so happy that I was able to really make it to Miami, not personally, but the award and winning it.

Jason WestcottHost

2:41

Congratulations, um-

M

Mazen MarrouyGuest

2:43

Yeah

Jason WestcottHost

2:43

...

Jason WestcottHost

2:43

Mazen, and, um, I bet that reward, uh, or I bet that award just seemed amazing-

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