Tom Langley, head of retail media for the John Lewis Partnership, says the next phase of growth will depend on retailers proving they can deliver measurable value for brands without compromising the customer trust that underpins their businesses. Retail media may have become one of the fastest-growing opportunities in advertising, but for John Lewis Partnership it is not simply a new revenue stream to bolt on to the 162-year old business. Tom Langley, head of retail media for the John Lewis Partnership, argues that the most successful retail media networks will be those that reinforce the retailer’s wider brand proposition, while creating better experiences for shoppers. At the Partnership, our priority is focusing on how it supports the core brand strategy,” he explains. This means ensuring retail media activity fits naturally with the positioning of both Waitrose and John Lewis .