Goodway Group secures Publix marketing remit

Goodway Group has secured an exclusive agreement with Publix to lead its shopper marketing efforts, marking a shift toward centralized, co-branded digital media solutions for consumer packaged goods partners.

Starting in January 2026, Goodway Group will act as the sole shopper marketing agency for Publix. The partnership aims to strengthen brand protection while enabling suppliers to promote products through coordinated advertising programs.

Shopper marketing consolidation gains momentum

Publix is consolidating its shopper marketing program under a single partner to streamline execution and improve campaign consistency. The move reflects broader industry efforts to simplify operations and enhance shopper engagement through unified strategies.

The retailer plans to expand its Shopper Marketing Program, offering suppliers structured opportunities to participate in co-branded campaigns designed to drive visibility and sales.

Paul Frampton-Calero, CEO of Goodway Group: "We are proud to partner exclusively with Publix to expand and modernize its 2026 Shopper Marketing Program. This dual mandate perfectly demonstrates our 3Cs approach, Commerce through retail media innovation, Connection through strategic shopper engagement, and Consulting through measurable outcomes that drive real business growth. Our focus on connected commerce and operational excellence ensures every activation ladders up to a unified, long-term strategy that drives both immediate results and lasting value for retailers and their partners."

Commerce media growth shapes retailer strategy

The agreement comes as commerce media spending continues to expand. Forecasts from eMarketer indicate that U.S. commerce media ad spending is expected to grow by nearly 20 percent, prompting retailers to refine how they manage and measure shopper-focused campaigns.

By centralizing its approach, Publix aims to protect its intellectual property while offering a consistent framework for supplier collaborations. The model also supports improved measurement and reporting across campaigns.

Goodway Group supports retailer transformation

The appointment highlights Goodway Group’s role in commerce media, with the company supporting more than 200 brands across activation, consulting, and measurement services.

The agency will deploy technology to enhance creative production, streamline workflows, and provide real-time reporting dashboards. These tools are intended to improve efficiency and transparency for all program participants.

Both companies position the partnership as a long-term investment in connected commerce, focusing on operational alignment and scalable marketing systems for retailers and brand partners.

www.goodwaygroup.com

www.publix.com

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