Retail media is no longer an “add-on.” For many food and beverage brands, it is becoming one of the most controllable levers for growth.📈 At Effective, Retail Media Networks are a core part of how we build modern media plans, and Instacart is one of the most important platforms in our toolkit. Food and beverage companies often ask us to model paid media investments to achieve revenue milestones. The almost guaranteed revenue of RMN investments allow us to forecast ecommerce

❌Strategy teams don’t struggle with ideas. ⌛They struggle with time. The reality is that research and planning often involve hours of repetitive work: Digging through sources, summarizing findings, extracting insights, and turning it all into client-ready narratives. That’s why we’re excited to spotlight a capability we’ve been building at Effective: Custom AI tools for marketing research and planning, including a custom ChatGPT workspace and several Google Gemini Gems. Ou

Most paid media teams are being asked to do two things at once: ✅ improve performance ✅ control spend for growth   But there is one lever that consistently makes performance marketing more efficient over time: BRAND EQUITY.   Brand equity is not a “soft” metric. It is what reduces friction at the bottom of the funnel.   Two principles explain why: 1️⃣ Brand equity drives revenue and profit, not just awareness Brand equity is directly measurable in commercial outcomes. In Kant

Most media plans are still built channel by channel. ❌ But consumers don’t experience brands that way. That’s why strategic “impact” Integrated Marketing Communications (IMC) plans outperform performance-only media. There are two principles that matter most: 1️⃣ IMC shifts planning from channel silos to a consumer journey mindset  A great example comes from Analytic Partners’ ROI Genome. In a siloed view, Paid Search ROAS can make it look like paid search drives 100% of e-com