Next in Media: Live From Cannes with Walmart Connect and Omnicom Media Group – Detailed Summary

Release Date: July 8, 2025

In this episode of Next in Media, host Mike Shields engages in an insightful conversation with Megan Palookis, Chief Product Officer at Omnicom Media Group, and Cora Malik, Head of Marketing for Walmart Connect. Broadcast live from Cannes, the discussion delves into the transformative impact of technology and data on the media, marketing, and advertising landscapes, particularly focusing on influencer marketing, social commerce, and the integration of retail media.

I. Revolutionizing Influencer Selection with Retail Data

Megan Palookis opens the discussion by highlighting the unique advantage of integrating Walmart's vast retail data into influencer selection. Traditionally, influencer choice hinged on follower count and general visibility. However, with Walmart's data, the selection process becomes more strategic and data-driven.

Megan Palookis [01:08]: “We're now at the intersection like sitting with Walmart, the nation's largest retailer. Using that retail data for influencer selection is particularly powerful.”

This approach allows brands to pinpoint influencers who not only have a relevant following but also align closely with specific consumer behaviors and purchasing patterns, enhancing the effectiveness of marketing campaigns.

II. The Convergence of Social Commerce and Retail Media

Cora Malik emphasizes the blending of social commerce with retail media, a trend that has historically operated in distinct realms. This convergence is particularly evident among younger demographics like Gen Z, who seamlessly transition from discovering products via influencers to making purchases.

Cora Malik [03:22]: “Gen Z is going to influencers both for discovery as well as all the way down through purchase.”

This integration signifies a shift where influencer marketing no longer serves just as a brand discovery tool but also as a direct driver of sales, bridging the gap between social engagement and transactional outcomes.

III. Embracing Niche and Emerging Influencers

A significant portion of the discussion centers on the shift from prioritizing high-profile influencers to embracing niche and rising creators. Megan Palookis points out that leveraging Walmart's audience data facilitates the discovery of influencers who, while having smaller followings, possess highly engaged and loyal communities.

Megan Palookis [06:48]: “It's going to enable a shift in kind of dollars within influencer more to niche and rising where not just all the big influencers who are trying to go for the TV money, so to speak.”

This democratization of influencer marketing ensures a more diverse and authentic representation, which resonates better with target audiences and drives incremental sales.

IV. The Rise of Live Shopping

The conversation transitions to the burgeoning trend of live shopping, particularly through platforms like Walmart Live. Cora Malik draws parallels to established markets like APAC, where live shopping has become a staple in the retail strategy.

Megan Palookis [10:15]: “Live shopping is essentially like just a natural evolution of what was like, you know what QVC was.”

While still in its experimental stages in the U.S., live shopping is poised to become a critical component of the media mix, offering consumers real-time engagement and seamless purchasing options across various devices.

V. Programmatic Influencer Marketing and AI Integration

The integration of programmatic methodologies into influencer marketing emerges as a pivotal development. Megan Palookis discusses the utilization of AI tools to streamline the discovery and activation of multiple niche influencers simultaneously.

Megan Palookis [07:24]: “Capabilities like this, what we've announced with Walmart. Also this week we have announced with Meta, the same kind of capability where you take audience data across meta.”

This shift not only enhances scalability and efficiency but also mitigates the risk of over-reliance on a handful of top influencers, fostering a more sustainable and diversified influencer ecosystem.

VI. Ensuring Sustainability in Influencer Partnerships

A pressing concern addressed is the potential burnout of influencers due to excessive promotional activities. Megan Palookis reassures that the programmatic approach allows brands to work with a broader base of creators, thus distributing promotional efforts more evenly.

Megan Palookis [13:52]: “We've made the process much more programmatic and you can work with multiple creators on an always on basis.”

This strategy ensures that influencers can maintain authentic connections with their audiences without feeling overexposed or pressured to constantly promote products.

VII. Integrating Influencer Marketing into the Media Mix

Both Megan Palookis and Cora Malik advocate for the seamless integration of influencer marketing into the broader media strategy, moving beyond siloed approaches. This entails treating influencer content as a versatile asset that can be leveraged across various channels, including out-of-home advertising and connected TV (CTV).

Megan Palookis [15:42]: “It needs to be part of your media mix. Right. When you're doing your strategy, when you're doing your channel planning with your agency, you need to be including that.”

Such integration ensures a cohesive and unified marketing strategy that maximizes the reach and impact of influencer-driven content.

VIII. Challenges and the Road Ahead

The panel acknowledges the challenges in unifying different marketing disciplines and achieving cross-channel synergy. Cora Malik stresses the importance of demonstrating higher Return on Ad Spend (ROAS) to secure buy-in from corporate decision-makers who seek more predictable outcomes.

Cora Malik [17:19]: “If the media mix, including influencers, drives higher roas compared to other channels, it's going to help drive the unification.”

By showcasing tangible results, influencer marketing can more effectively penetrate traditional marketing structures and gain broader acceptance within the industry.

IX. Conclusion

In wrapping up, both Megan Palookis and Cora Malik reiterate the transformative potential of data-driven influencer marketing and its ability to integrate seamlessly with evolving retail and media landscapes. They emphasize the importance of choice and flexibility for both brands and creators, ensuring sustainable and mutually beneficial partnerships.

Cora Malik [17:20]: “That's what we're exciting about honoring that choice and I think it's a great opportunity.”

Mike Shields concludes the discussion by acknowledging the collaborative effort between Walmart Connect and Omnicom Media Group in driving these innovations forward.

This episode of Next in Media provides a comprehensive exploration of the evolving dynamics between influencer marketing, social commerce, and retail media. By leveraging data and embracing niche influencers, the industry is poised to achieve greater authenticity, efficiency, and effectiveness in reaching and engaging consumers in an increasingly fragmented media environment.