"Obvious that brands needed to advertise on websites in 1996, so he quit his agency job to launch Left Field, landing Amazon as a first client. Obvious that Walmart should build a retail media network when most executives saw it as a distraction, so he pitched the board and got it funded. Obvious that Albertsons Media Collective should match every ad impression its brands buy with enterprise marketing spend, creating a recently launched "BOGO for retail media.""
"The pattern reveals something about how Monahan operates: he oscillates between large enterprises and startups, spotting opportunities that seem bloody obvious to him while others are still debating risk. His latest move to Albertsons Media Collective fits that mold - except this time, he's not starting from scratch. He's taking a scaled operation with 100m addressable IDs and presence in 13 of the 15 largest DMAs, and making it move with startup energy."
Brian Monahan repeatedly makes strategic bets he calls "it just seemed so bloody obvious." He left an agency job in 1996 to launch Left Field and won Amazon as a first client. He advocated for Walmart to build a retail media network and secured board funding. He launched a program at Albertsons Media Collective that matches every ad impression its brands buy with enterprise marketing spend, creating a "BOGO for retail media." He moves between large enterprises and startups, bringing media-planner expertise from agency roles to retail media leadership. He now leads a scaled operation with 100 million addressable IDs and presence in 13 of the top 15 DMAs, aiming to inject startup energy and shake up the network.
Read at The Drum
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