Digital Playgrounds: An ecosystem driving experiences, data, and new monetization opportunities

How would you characterize Mediascope’s evolution over the past year in terms of growth, profitability, and market positioning?

For us, the past year has been more about consolidation and clarity than about accelerated growth at all costs. We have invested heavily in infrastructure, technology, processes, and the development of an integrated model that connects trade marketing, brand experiences, data collection, and retail media. Profitability came from optimization and shifting our focus toward high-value strategic projects rather than just volume. In terms of positioning, I believe that today, Mediascope is increasingly recognized as a retail innovation and brand experience partner, rather than just a traditional execution agency.

What was the most critical strategic decision the company has made recently?

Our most important decision was to consistently invest in building the Digital Playgrounds platform and integrating technology and data into our trade marketing ecosystem. We decided to stop viewing retail as merely an execution space, and instead treat it as a dynamic environment for content, experience, and data collection. This decision has reshaped everything—from how we build our projects and teams to how we approach client relationships.

Looking at the transition from a traditional trade marketing agency to a technology- and brand-experience-driven company, where does Mediascope stand today?

Retail has entered the era of actionable experiences. Winning is no longer about which brands have the most beautiful presentations, but about who can rapidly transform ideas into relevant, measurable in-store experiences. We are at a point where this transition is no longer just an intention—it is an operational reality. Trade marketing remains our core, but today we connect it with technology, retail media (both through integration with existing networks and our own proprietary network), data collection and analysis via the Digital Playgrounds platform, and integrated brand experiences. Essentially, we are no longer talking about mere retail execution, but about building comprehensive presence and engagement ecosystems for brands.

What shifts have you observed in how FMCG and retail clients approach in-store engagement and conversion?

Speed has become the new competitive advantage. In 2026, agility is worth more than the size of your budget. Retail is no longer just a sales channel—it is becoming a media channel that must be intentionally built and developed. The shelf is no longer just physical space; it is a media touchpoint where the purchasing decision is either won or lost. Clients are beginning to understand that visibility alone is no longer enough. There is a growing demand for relevant experiences, dynamic content, and clear performance measurement.

Looking at retail media, how does Mediascope position itself within this ecosystem? Do you consider retail media an extension of trade marketing or a standalone advertising category?

I don’t think retail media should be viewed as either an extension of trade marketing or a standalone advertising category. Rather, it represents the convergence point between the two. Today, retail is no longer just a distribution channel; it is becoming a media channel in its own right—the space where consumers discover, evaluate, and make purchasing decisions. In this context, content, experience, and data must work in tandem, not in silos. Mediascope positions itself within this ecosystem as a partner that builds and manages the infrastructure required for this convergence, connecting brand experiences, technology, retail media, and performance measurement into a single operational model. Through Digital Playgrounds, we transform commercial spaces into content, engagement, and data ecosystems capable of driving value for both brands and retailers.

What does an effective retail media partnership look like between brands, retailers, and technology providers?

An effective partnership requires shared objectives, access to relevant data, an infrastructure that allows for rapid implementation and continuous optimization, as well as seamless integration with existing systems. Retailers provide the context and shopper access, brands bring the commercial strategy and goals, and technology providers must ensure the integration and data-measurement capabilities. If any of these components are missing, retail media risks remaining a mere exercise in visibility rather than a true business driver.