Bankable audiences: The inside story of Commbank’s retail media network to be shared at Remade
Commonwealth Bank is opening the vault to reveal the story behind its fast‑growing retail media network, Commbank Connect, in a case study session at retail media conference Remade.
The session will explore how the bank is turning its extensive physical and digital footprint — including 16 million customers, 8 million app users and more than 2,000 branch‑based digital screens — into one of Australia’s largest small‑format media networks.
Commbank’s Pat Crowley and Sonder’s Jonathan Hopkins will speak at Remade
Commbank Connect launched in late 2024 as Australia’s first banking retail media network. It was the latest evolution in the bank’s strategy, which already included the Brighter content ecosystem, Commbank Yello, and its in-house creative agency.
Commbank’s general manager of owned and paid media, Patrick Crowley, and owned media consultancy Sonder co‑founder Jonathan Hopkins will unpack how the network was built from the ground up, why content took precedence over ads at launch, and the governance frameworks put in place to keep customer trust at the centre.
They’ll also discuss how Commbank IQ’s de‑identified transactional data powers targeted campaigns and share early results from the bank’s partnership‑led approach.
Other recent headline sessions for Remade’s 2025 program including fresh perspectives on global strategy, full-funnel media, and AI-driven disruption.
Willie Pang, general manager of Amazon Ads ANZ, will present a keynote on retail media 3.0, unpacking how Amazon uses customer intent signals, AI-powered optimisation and connected TV to deliver meaningful consumer connections.
Meanwhile, Epsilon’s Adam Skinner will return with a practical look at what works in the world’s most advanced retail media markets. Based on real results from major grocery retailers in the US and Australia, Skinner will outline the tactics that move the needle, the missteps to avoid, and how to measure true ROI through incrementality and attribution.
Zitcha’s head of data and AI, Alberto Vergara, will also take to the stage, to explore what happens when AI becomes the customer.
Remade will take place on September 23 in Sydney, bringing together leaders from across the retail, advertising, technology and media ecosystem.
Early bird tickets are on sale now.
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