How Unified Retail Media Drove Kenvue's 60% Transaction Surge

Running ads across multiple retailers sounds straightforward. In practice, it's a nightmare of disconnected dashboards, inconsistent data, and budget decisions made too late. That's the problem Platformance and UM MENAT set out to fix. Their joint deployment of RADIUS, a unified retail media platform, for health brand Kenvue in MENA just produced results that marketers across Asia should pay close attention to. ### The Problem Every Multi-Retailer Advertiser Knows When a brand runs ads across several retailers, each one gives you its own report. The numbers don't speak the same language. Comparing performance requires manual work that takes days, and by the time you know which retailer is winning, the moment to shift budget has already passed. This isn't a small inefficiency. Advertisers today manage an average of six retail media networks, projected to reach 11 by end of 2026. Yet only 15% of advertisers say they strongly trust their own retail media measurement. For Kenvue, an FMCG and health brand with over US$1.35 billion in global media spend, this fragmentation was costing real performance. UM MENAT deployed RADIUS as the single operating layer across all of Kenvue's retail media activity, replacing siloed dashboards with one unified view. ### What RADIUS Actually Changed The platform did two things that matter. First, it consolidated all retailer activity into a single interface, so both the agency and client worked from the same data at the same time. Second, AI-driven tools surfaced which retailer-market combinations were performing best, in real time. As Abdelnabi Alaeddine, Regional Director Digital and Partnerships at UM MENAT, explained: "Having a unified view across retailers has fundamentally improved how quickly we can understand performance and optimize investment for our clients. Instead of piecing together fragmented reports, we're able to quickly identify the retailer-market combinations driving the strongest outcomes and act on those insights immediately." The Q4 2025 results were direct: over 92,300 transactions, a 60% uplift in the first month, and investment that scaled 3.6x from month one to month two while maintaining positive ROAS. By month three, ROAS improved 26% as budget concentrated into the highest-performing areas. ### Why APAC Advertisers Should Take Note MENA and Asia-Pacific share the same structural problem. In APAC, brands activate across Lazada, Shopee, Tokopedia, and JD.com, each with different reporting systems and attribution models. Southeast Asia's retail media networks are projected to reach US$4.7 billion by 2030, growing at 11% annually, while broader APAC retail media spend is expected to exceed US$200 billion by 2029. The DFIQ Media Hong Kong and WPP Media Hong Kong partnership, the first privacy-safe, data-driven retail media initiative of its kind in APAC, signals that the same unification push underway in MENA is arriving here. ### The Performance Gap Is Now Infrastructure What the Kenvue case shows is that the gap between advertisers is no longer primarily a creative or targeting gap. It's an infrastructure gap. Rohan Sawant, Director of Programmatic and Retail Media at Platformance, put it plainly: "We designed our retail media solution to solve longstanding challenges like fragmented reporting and suboptimal budget allocation. The results have been immediate and meaningful." For APAC marketing leaders evaluating their retail media setup, the Kenvue numbers offer a useful benchmark: 60% more transactions, 3.6x budget scaling, 26% ROAS improvement, all within a single quarter. The question isn't whether unified infrastructure delivers results. It's whether your current setup is leaving that performance on the table.