The digital retail media landscape has a new entrant with the launch of Works Media Group, founded by two of Australia’s leading media executives, Edward Couche and Peter Zavecz.

As a specialist retail media company, Works Media Group will focus on high-value, hard-to-access audiences, primarily across the agriculture and trade sectors, and has already secured a major retail media partnership with Elders. This agreement will see the company launch digital out-of-home (DOOH) assets targeting Australian farmers across the Elders network of 250 stores nationally.

The new venture is led by Edward Couche, founder of Shopper Media, which scaled to more than 450 locations before its acquisition by Woolworths (Cartology), alongside Peter Zavecz, former Managing Director of News Corp (Victoria/Tasmania) and CEO of Pacific Magazines.

Mr Couche says Works Media Group are focused on an audience-led network outside the well-trodden shopping centre space.

“Works Media focuses on high-value, hard-to-access audiences who transact regularly. We have concentrated in areas that traditional retail media often miss, or are becoming archaic in,” he said.

Mr Zavecz added: “By specialising in the agriculture and trade sectors, we’re helping brands to connect more meaningfully with audiences where it matters most. These are communities I know well from my time at News Corp and Pacific Magazines, and we see a significant opportunity to build a retail media offering that truly delivers for both advertisers and retailers.”

Works Media Group enters the retail media market with a clear mission:to connect brands with high-value, hard-to-reach audiences, and drive margin and third-line revenue for its commercial partners.

The Group launches with three core pillars:

• Agworks Media: A premium screen network embedded within Australia’s leading agricultural retail stores, connecting brands with farmers and regional business operators, launching with the network of over 250 Elders stores nationwide.
• Tradeworks Media: High-impact digital screens located at key transaction points and high-dwell zones, including service counters and wholesale trade desks,  specifically designed to reach tradespeople. Further announcements on this pillar will be made in the coming months.
• Repworks Media: A strategic partnership arm that advises and represents budding or already established Retail Media Networks driving margin and revenue growth.

“Retail media networks are tipped to hit $3 billion by 2027 from leveraging first-party data and physical proximity,” said Mr Couche.

“We didn’t build Works Media Group to be just another player in the DOOH space. We built it to solve the challenge of reaching unique communities that often transact in defined sectors.

“Whether it’s a tradie transacting on the way to site or a farmer in a regional supply store, we are ensuring brands are present where business actually happens.”