Cashrewards' Lachlan Brahe appointed chair of IAB Retail Media Council

The Interactive Advertising Bureau (IAB) has appointed Lachlan Brahe, the general manager of retail media at Cashrewards, as the inaugural chair of its Retail Media Council, effective immediately.

Founded in 2023, the Council helps set standards, educates, and drives collaboration across the retail media industry.

Gai Le Roy, CEO of IAB Australia, said: “The growth and energy of our expanding Retail Media Council matches the development of the retail media market itself. Lachlan has been selected by his peers to play a leadership role for the Council and I look forward to working with him to continue to drive important initiatives for the market.”

Over the last year, the Retail Media Council released a range of resources to help support the evolution of the local industry, including launching its Foundations of Retail Media e-learning program, releasing the first wave of Retail Media State of the Nation research, and delivering a definitive Retail Media Glossary of Terms.

The Council is currently working on a range of new resources that will be released over the next few months, including local measurement guidelines, the second wave of the State of the Nation research, and a range of additional educational resources.

Brahe said: "The media community in Australia is fortunate to have such a diverse, experienced and passionate group such as the Retail Media Council. The perspectives on retail media that this group will bring to market will drive awareness, education and growth. I look forward to being able to share the collective wisdom of this council with IAB members and the wider industry.”

IAB's Retail Media Council includes representatives from Adobe, Afterpay, Amazon, Bench, Broadsign, Cashrewards, Cartology, Cirtus Ad, Coles360, Criteo, David Jones, Diageo, Endeavour Group, Google, GroupM, Hatched, Hearts & Science, Kinesso, Mars United, Microsoft, OMD, oOh!Media, Publicis, Pubmatic, Scentre Group, Terry White Chemmart, The Trade Desk, Uber Advertising, Vudoo, WooliesX, Yahoo, Zenith and Zitcha.

Brahe's appointment comes a week after Vanya Mariani was appointed chair of the IAB Board.