The Retail Media Congress has once again solidified its position as a key meeting point for professionals in the industry, with around 300 attendees gathering to analyze the evolution of retail trends and share effective strategies for maximizing impact in 2025. Representatives from top companies such as Coca-Cola Europacific Partners, Cabify, Glovo, Danone, and Worten were in attendance, all with the common goal of deepening their understanding of retail media and discovering new opportunities in a constantly transforming market.
The event kicked off with a presentation by Eduardo Esparza, VP General Manager of Webloyalty Iberia and Brazil, who spoke about the future of retail and key trends for 2025. This was followed by a discussion on the benefits of Smart Commerce for brands, led by Nicolas Trannoy, Chief of Strategy & Marketing at Luckycart, and Gema Turnes, Ecommerce Manager at IPG Mediabrands.
A round table session featuring experts such as Eva Zaera Cabrero, Associate Commercial Digital Director at Coca-Cola Europacific Partners, and Nicolas Trannoy, discussed innovation in consumer goods. Patricia Corral, Head of Sales at DAY GROUP, emphasized that the ultimate goal of retail media should be customization, using tools like artificial intelligence to bring brands closer to consumers.
Another round table focused on the challenges and trends of retail in 2025, with participants including Paula Rodríguez, Business Development Senior Director at Webloyalty Iberia, and Rodrigo González Lama, Head of Advertising at Uber Spain & Portugal. The session highlighted the importance of adapting to changing consumer behaviors and leveraging new technologies to stay ahead in the market.
The conversation then shifted to the potential of Tiktok Shop, with Luis Esteban, CEO & Co-Founder of Outlandish Spain, and Esperanza Sánchez, Outlandish Top Tiktok Shop Content Creator, sharing insights on how brands can succeed in this new platform. Miriam López, CMO and Founder of Maikai Pets, and Kristyna Ferreira Korcova, Ecommerce Performance Marketing Manager at Beiersdorf, also joined the discussion.
José Luis Ferrero, Managing Director Spain & Portugal at Publicis Commerce, and Lucy Telford, Head of Ecommerce at Mondelez International, explored what’s next in retail and retail media, emphasizing the need for brands to stay agile and adaptable in a rapidly changing landscape.
The event also featured a round table on Commerce Media, with Silvia Orofino, Head of Retail Media & Affiliate Marketing at GroupM Spain, and Emma Mesa, Head of Advertising & Media at Glovo Spain, discussing how companies can successfully implement Commerce Media strategies. Another session focused on the potential of new technologies, led by Mónica González Ortín, Country Manager at Axicom, and featuring professionals such as Claudia Domedel, Digital Marketing Coordinator at Flip, and Rubén Serna Santos, Digital Specialist and Content at We are experience.
The Retail Media Congress was sponsored by Webloyalty, GroupM, Outlandish Spain, Publicis Commerce, Luckycart, Mirakl, Admefy, Deusens, Rocketplace, Showroomprivé, e-goi, Shalion, and Simpler, with collaboration from Roi Up Group, Axicom, and WinePremier. Overall, the event provided a valuable platform for industry professionals to share knowledge, network, and stay ahead of the curve in the ever-evolving world of retail media.