Shopfully hires Jonny Mackay to lead Victorian agencies

Shopfully has appointed Jonny Mackay as Industry Manager, Media Agencies for Victoria, as it expands its agency partnerships operation in Australia.

Based in Melbourne, Mackay will lead relationships with media agencies across the state. He joins the national agency team led by senior hire Blake Wright, which manages agency relationships nationwide.

Shopfully specialises in drive-to-store marketing and retail media, working with retailers and brands on campaigns that connect digital planning with physical store visits and in-store sales measurement.

Agency focus

In the new role, Mackay will work with agency planners on pre-shop planning and drive-to-store activity within broader media strategies. The remit also includes using shopper insights and in-store measurement to assess campaign return on investment.

The appointment comes as retail media spending and accountability gain prominence in agency and brand discussions. Retailers have increased investment in on-site and off-site media products in recent years, while brands have sought clearer links between media exposure and sales outcomes.

Shopfully has been building out its senior Australian team, positioning Mackay's arrival as part of a broader push to deepen agency partnerships as retail media takes up a larger share of media plans.

Brendan Straw, Country Manager for Shopfully Australia, said the hire reflects the skills agencies need as they seek measurable outcomes from campaigns that influence purchase decisions close to the point of sale.

"Jonny brings a rare combination of deep media expertise, commercial acumen and a genuine passion for retail and shopper behaviour," said Brendan Straw, Country Manager, Shopfully Australia.

Background

Mackay has more than 20 years' experience across the London and Melbourne media markets, spanning both the agency and media owner sides. Most recently, he spent 11 years at out-of-home advertising company oOh!media, working on media partnerships.

Shopfully noted Mackay's experience with channels close to the point of purchase as relevant to the current retail media environment, including formats near retail locations that can influence shoppers late in the decision-making process.

Mackay said he is joining at a time when retailers are increasingly focused on linking media activity with store engagement and sales.

"I'm excited to be joining the Shopfully team in Melbourne at such a pivotal moment, as retail media continues to grow, retailers are now more able than ever to drive in store engagement and sales on products their customers want and need," said Mackay.

Global scale

Shopfully has been consolidating its global footprint following its tie-up with Flipp. The combined business positions itself as an international drive-to-store marketing player, reaching 27 markets and more than 400 million shoppers.

It works with retailers and brands on digital merchandising that highlights local store offers and product availability, and provides reporting focused on store-level outcomes. Agencies increasingly use this data when evaluating performance media spend.

In Australia, Shopfully has signalled a focus on growth as retail media expands beyond retailer-owned sites and into broader media plans. With responsibility for Victorian agencies, Mackay will sit at the centre of those discussions in one of the country's largest advertising markets.

Mackay will partner with agencies as they integrate pre-shop planning and store-visit measurement into campaign design and reporting.