By Jonas Rashedi: Nayoki nimmt Retail Media ins Visier | envy

Nayoki Digital Marketing Group is building a new retail media unit and thus exploiting an important growth area for its strategy. For this purpose, the group brings Jonas Rashedi, an expert in data-driven marketing, on board. The goal: to integrate sales media as an integral part of the performance marketing agency Nayoki Performance’s portfolio. Retail Media is an important building block for the vision to be Europe’s leading digital agency.

With a net investment increase of 24 percent expected for 2025, retail media is the strongest growth area among digital advertising channels in Germany. It is expected that there will be more than 31 billion euros in advertising expenditure for the European retail media market by 2028. Nayoki Performance wants to use this potential for itself. In the future, customers will receive comprehensive, data-driven retail media solutions combined with Nayoki Performance’s performance and creative capabilities from a single source.

Jonas Rashedi’s years of experience and data knowledge should help. He was previously, among other things, Chief Data Officer at Funke Mediengruppe and Director of Data & Intelligence at Douglas. Since 2013 he has worked as an independent consultant for data-driven marketing and speaker and currently for Falke.

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“Nayoki Performance combines many years of performance experience with strong skills and expertise in the creative sector. With Jonas Rashedi we have found the perfect partner to build our sales media unit, which positions us in the best way as an expert in the field of data,” said André Soulier, founder of Nayoki Performance and Director Nayoki Digital Marketing Group will manage . “Performance and data over creative: This successful formula will contribute significantly to the development of Nayoki Digital Marketing Group into a leading digital agency in Europe.”

Jonas Rashedi also emphasizes the important role of in-store sales media: “My goal is to think about data as a whole – ie across the entire marketing funnel, as well as the digital approach to implementation in stationary retail. Inside sales media in particular opens up new opportunities for targeted customer engagement directly at the point of sale and creates a seamless connection between the digital and physical customer journey – an approach we’ve been experimenting with to follow online for a long time. ” In this way, stationery sales becomes an integral part of a comprehensive, data-driven marketing strategy.” With Retail Media, Nayoki Performance is responsible for a sustainable solution that also offers real future solutions in targeting.

Nayoki Digital Marketing Group is a Munich-based group holding company founded in 2004 by former Bertelsmann manager André Soulier. In addition to the performance marketing group Nayoki Performance, the group includes the social media and influence group Addfame, as well as the full-service media group Nayoki Mediaplus – a joint venture with Serviceplan. In total, the Nayoki Group employs around 130 people and supports customers such as Bayer, BMW, Unilever and XXXLutz.