Shopfully boosts agency team amid retail media surge

Shopfully has appointed Jonny Mackay as its industry manager of media agencies for Victoria.

The announcement:

Shopfully, the global leader in drive-to-store marketing, has appointed Jonny Mackay as Industry Manager, Media Agencies VIC. Based in Melbourne, Mackay will spearhead media agency partnerships across Victoria, joining senior hire Blake Wright’s expanding national team responsible for agency relationships across Australia.

In the role, Mackay will work closely with media agencies on the role of pre-shop planning and drive-to-store within broader media strategies, supporting planners and teams to better understand shopper insight and in-store measurement and how they can increase the return on investment they are seeing from their campaigns.

His appointment comes at a pivotal time, as retail media rapidly evolves from an emerging opportunity into a central pillar of agency and brand strategy. With a strong track record in delivering measurable outcomes for advertisers, Mackay’s experience across high-impact, performance-driven media channels positions him well to help brands connect with high-intent shoppers at scale.

“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 for Shopfully Australia. “His experience working so closely with agencies and advertisers, particularly in environments close to the point of purchase, will make him an incredibly impactful addition to our clients as retail media continues to mature in Australia.”

Mackay brings more than 20 years’ experience across the London and Melbourne media markets, spanning both agency and media owner environments. Most recently, he spent eleven years at oOh!media, where he developed deep expertise in commercially led media partnerships and channels that sit close to the point of purchase.

“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.

Shopfully’s continued investment in senior talent follows its global consolidation with Flippl, creating the world’s largest international drive-to-store marketing player, reaching more than 400 million shoppers across 27 markets.
The appointment of Jonny Mackay underscores Shopfully’s commitment to accelerating growth in Australia and supporting brands navigating the rapidly expanding retail media landscape.