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About this event
Retail media is growing rapidly, with increased investment and rising expectations. But much of the conversation still centers on data, targeting, and measurement — often overlooking one critical element: creative.
In this session, Mars and EyeSee shift the focus to how context-aware creative can influence shopper behavior, shape brand perception, and drive measurable outcomes. You’ll hear how Mars moved beyond assumptions to rigorously test creative in offsite retail media using eye-tracking, behavioral tasks, and in-context surveys. You’ll also gain insight into what drives engagement, how tailoring creative to specific environments leads to measurable lifts in relevance and spend, and how to build a stronger business case that aligns internal stakeholders around what works.
For teams responsible for performance, brand growth, or creative strategy, this session provides practical frameworks, tested examples, and evidence you can use to guide budget conversations and sharpen your retail media approach.
What You’ll Learn:
Hosted by
Milica Kovac is Director of Global Business Development at EyeSee, where she partners with leading global brands to uncover consumer insights that fuel growth. With extensive experience in behavioral research and shopper marketing, she helps clients translate complex data into actionable strategies. Passionate about innovation in market research, Milica has played a key role in advancing EyeSee’s methodologies across virtual shopping, creative testing, and retail media effectiveness.
Maciek Bienias leads Commercial Strategic Insight at Mars, focusing on unlocking growth opportunities across categories and channels. He brings expertise in shopper behavior, creative effectiveness, and retail media strategy, ensuring Mars stays ahead in a rapidly evolving consumer landscape. With a strong background in turning insights into commercially impactful actions, Maciek is passionate about elevating the role of creativity in retail media to deliver measurable results for brands and shoppers alike.
Tijana Lukic is Insights Director at EyeSee, where she leads research initiatives that bridge behavioral science and brand strategy. With a strong background in shopper behavior and innovation, she helps global clients understand how consumers think, feel, and decide in real-world contexts. Tijana’s work focuses on transforming behavioral data into clear guidance for better retail performance and commercial success.
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