Dollar General has chosen iProspect, a Dentsu-owned agency, as its paid media agency of record to manage its media planning and its retail media network, DGMN. This decision follows a competitive review and will focus on enhancing the retailer's media efficiency and effectiveness. With a sizable advertising budget of $80 million in 2024, primarily for digital ads, Dollar General is aiming to optimize its investments. The collaboration aligns with iProspect's strategy of human-centric media solutions and follows numerous account wins for the agency in the past year.
Dollar General has tapped iProspect as its paid media agency of record to enhance media planning and efficiency in advertising expenditures.
The partnership with iProspect is expected to help Dollar General optimize its media investments and drive growth for its retail media network.
Liz Rutgersson of iProspect emphasized the agency's commitment to human-centric solutions that offer a holistic approach to media planning.
Dollar General's retail media network, launched in 2018, aims to enhance onsite advertising capabilities, further benefiting from the new partnership with iProspect.
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