By Ana Laura Zain, WRMC Co-founder and CMO at Pentaleap
Last week, Emma and I boarded a plane to Istanbul, filled with excitement and anticipation. We were there to join the brilliant Kına Demirel and the Mimeda team for a panel and an exclusive hosted by Mimeda event at Brand Week. If you haven’t had the pleasure of meeting Kına, you’re missing out. Kına is a powerhouse in the industry, having built Turkey’s first retail media company, Mimeda, from the ground up. As a Migros-owned venture, Mimeda has become a game-changer in the Turkish retail landscape. mimeda.com.tr
Why Mimeda’s Story Matters
With years of experience in retail media, I’ve witnessed countless innovations, but Mimeda stands out for several reasons:
- Innovative Integration: Mimeda isn’t just another ad network; it uniquely combines in-store data with digital media channels and advanced adtech, offering a cohesive advertising experience.
- Diverse Touchpoints: From digital screens in stores to online platforms, Mimeda leverages multiple channels to engage consumers effectively at various stages of their shopping journey.
- Data-Driven Insights: Their adtech system, M-Link, not only powers their operations but also educates media teams across Turkey on leveraging retail media strategically.
Key Themes from Our Panel Discussion
During our engaging discussion at Brand Week, Emma and I explored three pivotal themes that our members discuss and resonate deeply in today’s retail landscape:
- Content as Currency: We emphasized the necessity of impactful creative that connects with consumers, driven by data insights.
- Reimagining Brand–Retailer Relationships: We highlighted how a collaborative partnership, aligning media strategies with retail goals are key rather than merely facilitating transactions.
- The Importance of the Digital Shelf: We discussed the convergence of digital shelves, enhancing brand visibility and purchase pathways in both environments.
The Significance of the Women in Retail Media Collective
Witnessing Kına’s impact reaffirmed for me the vital role of the Women in Retail Media Collective. Here is a woman not only driving infrastructure but also building a data-driven media company under a major retailer—an inspiring testament to female leadership in a traditionally male-dominated space.
Reflecting on our first year, I see how far we’ve come: increased visibility for women in leadership roles, tangible impacts in the marketplace, and opportunities for co-innovation. However, I emphasized to the audience that we must continue pushing for more—deeper representation, greater leadership in tech innovation, and expanded avenues for our voices in the global retail media conversation.
Looking Ahead: Lessons from Istanbul
My trip to Istanbul reinforced a renewed belief that retail media is not just another advertising channel, but rather a complex ecosystem that thrives on technology and relationships. Trailblazers like Kina and Mimeda illustrate what scalable success looks like in this space.
If you want to learn more about Mimeda, check their website: or connect with Kına here.
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Follow us on LinkedIn: https://www.linkedin.com/company/women-in-retail-media-collective/
About us: The Women in Retail Media Collective (WRM Collective) is an industry-first network dedicated to empowering women in the retail media sector. By providing resources, thought leadership, and community, WRM Collective creates pathways for women to lead, innovate, and drive change in this booming sector. Founded by two industry leaders, WRM Collective is committed to fostering a more inclusive and equitable retail media landscape. For more information visit www.wrmcollective.com.