Are Retailers the New Agencies?

Internal teams like Target's Roundel are brands' new weapons

Roundel is armed with data, in-house creative and media buying. Target

At last month’s upfronts, Target gathered press and media buyers in a room bathed in neon lighting on New York’s West Side, where one of the company’s executives presented the retailer’s newest innovation: Roundel.

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This story first appeared in the June 10, 2019, issue of Adweek magazine. Click here to subscribe.
@dianapearl_ diana.pearl@adweek.com Diana is the brand marketing editor at Adweek and managing editor of Brandweek.
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