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Japan’s Dentsu, one of the largest names in the marketing services market, has a new consulting offering it calls Smarter Media.

The pitch is that the firm can help enterprises spruce up their retail media campaigns in six months or less. Retail media is an umbrella term for the advertising that brands do inside brick-and-mortar stores. For example, a home appliance manufacturer might use displays inside a grocery chain’s venues to promote its latest gadget.

When a brand signs up to Dentsu’s new Smarter Media service, the Japanese marketing giant sends in consultants to map out its retail media strategy. This phase of the engagement is meant to identify areas for improvement. Dentsu might, for example, advise a corporate client to hire more marketers who have retail media expertise. The firm also provides pointers on what tech tools to deploy in the interest of boosting ad spend returns.

Once it’s time to run the first set of retail media ads, Dentsu activates a Salesforce product called ​Marketing Cloud Engagement​. The tool uses AI to tailor promotions to shopper preferences.

Dentsu consultants also set up a number of other software tools for Smarter Media clients. According to the firm, several of those tools are designed to collect data about ad campaigns. This data includes KPIs that marketers can use to determine whether their ads are effective at driving sales. In the background, Dentsu gathers information about the buying patterns of the consumers that the campaign targets. The firm uses the buyer data it collects to identify ways of tweaking a brand’s ads to make them effective.

Dentsu uses Sales Cloud​, ​Salesforce’s popular CRM platform, to help clients track data about sales opportunities. Another Salesforce product called Media Client is used to manage the administrative details involved in buying in-store ad space from retailers.

Dentsu is promising to “drive value within six months” for clients who sign up to Smarter Media.

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