Zitcha and PwC Australia ink collaborative partnership
Retail media platform Zitcha has secured a collaborative partnership with PwC Australia, which will see both offering complementary services to retailers and media agencies.
Zitcha was founded by Hatched Media founder and managing director Jack Byrne alongside Troy Townsend, who was appointed CEO.
Townsend and Byrne
The collaboration, which has no commercial component, will see Zitcha and PwC Australia offer solutions from strategic business planning to execution and implementation.
Zitcha raised $4.7 million from Australian venture capital firm OIF Ventures in November.
Townsend said: “We were attracted to collaborating with PwC by their industry-leading corporate governance credentials which we think will provide invaluable insights for our joint clients.
He said the next step was for Zitcha and PwC to hold roundtables with retailers, introducing the platform to those looking to enhance their retail media offering.
“PwC is very careful about who it collaborates with so we’re really proud Zitcha is the right fit and that they took the time to understand the platform and what we can do for retailers.”
PwC Australia director, CMO Advisory, Dan Robins said: “There is an understanding now, particularly in the US, but increasingly in Australia, that this can be a high margin offering for retailers and an alternative advertising opportunity for a broader spectrum of buyers.
“In many ways retailers could behave like a typical media conglomerate because they already have numerous touch points, whether that is someone walking instore and interacting with a digital screen, listening to in-store radio, reading their magazine, or shopping online, which could all be coupled with rich transactional data.
“Advertisers want engaging media placements with customer data insights where they can link the delivery of ads to sales outcomes. Retailers with multiple touch points are ideally positioned to provide it.
“Furthermore, this is not necessarily limited to grocery and consumer goods retailers – there are potential opportunities for a big spectrum of businesses who have real and digital-world connections with consumers.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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