New retail media specialist agency launches
A new agency specialising in onsite retail media , has launched by co-founders and directors, Mary Arbuckle and Irina Dwyer.
Boasting extensive brand experience from the likes of Bunnings, Dulux, Simplot, Sorbent, General Mills, WesHealth and Specsavers, the launch of Buckled Up comes as retail media is estimated to be attracting more than $1 billion in ad spend.
Buckled Up hopes to simplify the channels for brands, by planning, buying, managing, and measuring all onsite retail media activity, which is managed through retailers’ online self-service systems.
(L-R): Mary Arbuckle, Irina Dwyer
Dwyer said the agency is very much “what you see is what you get”.
“It’s just the two of us – we are a micro-agency specialising in a very small part of the total RM channel. We’ve worked ‘in the trenches’ so we really understand the challenges that brands face and how internal silos can be tricky to manage,” she explained.
“For brands working across multiple industries, we can help to get across multiple systems and nuances – this is what we specialise in and are passionate about.
“We want the brands to do good things and have their best interests at heart.”
Arbuckle continued: “With my background in ecommerce and digital, along with Irina’s experience in in-house marketing teams and agencies, we felt this would be the perfect blend of our 40+ years of endto-end experience and skillset.
“Our point of difference is that we work from a brand perspective; we don’t get any kick-backs from the retailers. We simply work with brands to understand how onsite RM can help them achieve their KPIs.
“We’re not only the face of Buckled Up, but also the ones behind the scenes ‘doing the doing’. You will never get ‘handed off’ to someone else after we win the work.”
Buckled Up is open to working in collaboration with other agency partners to produce a unified retail media approach.
Subscribe to the daily newsletter
Got a tip?
Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
topics
Buckled Up
Irina Dwyer
mary Arbuckle
Have your say