Hy-Vee appoints iProspect as media agency of record

Global media agency iProspect has been appointed media agency of record for supermarket chain Hy-Vee. The agency will oversee all media planning and buying across channels for the retailer and its affiliates.

The expanded remit builds on iProspect’s previous collaboration with Hy-Vee through New Stream Media, which supported the launch of the supermarket’s retail media network, RedMedia.

Hy-Vee strengthens retail media strategy

Kathryn Mazza, chief marketing officer at Hy-Vee and president of RedMedia: “As we expand our partnership, we are confident that iProspect will help accelerate our marketing evolution and drive effective media planning for our brand. This partnership will also further enhance our data-driven approach to target effectively and optimise our media performance.”

Under the agreement, Hy-Vee will use iProspect’s Merkury identity solution to integrate enterprise media, RedMedia Network, and loyalty programmes. The goal is to create a more connected, data-led approach to customer engagement across the organisation.

Expanding collaboration in retail media

Liz Rutgersson, CEO of iProspect North America: “We are excited to deepen our partnership with Hy-Vee as we help them redefine what’s possible in retail media and customer engagement. By connecting Hy-Vee’s entire marketing ecosystem, we can deliver holistic, impactful media experiences for each of their customers.”

The appointment follows several recent client wins for iProspect, including eBay, Principal Financial Group, and Mead Johnson. The agency also rose from number 16 to number 2 in Comvergence’s 2024 new business rankings, highlighting its growing influence in performance and full-funnel media.

www.hy-vee.com

www.iprospect.com

Follow Marketing Report on LinkedIn