SMG, the retail media operator behind the networks for Asda, Boots, Morrisons and the Co-op, has launched in North America.
The move marked “a major milestone in its global journey” the company said, revealing it was days away from announcing a major non-grocery retailer in the region.
SMG is comprised of three arms: its agency Threefold, which builds and operates retail media networks on behalf of retailers; its commerce marketing tech arm, Plan-Apps; and its brand-facing business, Capture. Threefold had established an office in New York in 2023, but SMG has since “unified its operations under one global identity”.
The launch as SMG in North America means the company was “streamlining its brand and positioning itself to lead the rapidly evolving retail media landscape” it said.
“Launching the new brand is all about positioning ourselves for the future,” said Sam Knights, CEO of SMG. “The world of commerce media is evolving faster than we could have ever imagined, and as the original challenger agency, we’re quietly setting ourselves up to shape the global future of this fascinating industry.
“This is a big moment for our business, but it’s only the start of the next phase for this incredible team.”
SMG’s North American headquarters is based in Midtown Manhattan and led by managing director Sean Crawford.
“Threefold was all about bringing brands, retailers, and shoppers together,” Crawford said. “SMG takes this a step further, forging meaningful connections in-store, online, and beyond.
“Retail media is at a critical inflection point – now is the time to innovate.”
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