Amplifying what matters with JBL: Hitting the right notes to scale retail media across EMEA

For over 75 years, JBL has been engineering world-class sound that moves people. But as customer journeys are increasingly fragmented, making JBL effortlessly discoverable is essential. Retail media's fragmented ecosystem presents a universal challenge: how do you consolidate data, align stakeholders, and make performance-driven budget allocations across multiple markets, retailers, and product categories?

Havas Market’s solution was a prioritisation matrix that reconciled business priorities with actual performance. Through stakeholder consultations, it established what mattered most, globally and locally. It then scored 100+ unique "Market-Retailer-Product Category" combinations against business priority and ROAS performance, creating four strategic quadrants inspired by the BCG Growth-Share Matrix: Make the Sale, Build the Brand, Capitalise on Demand, and Shift Focus.

Each quadrant delivered a clear investment directive, transforming complexity into actionable strategy.

The impact was significant: 51% reduction in lower-priority investment, 49% YoY increase in ROAS (exceeding targets), and 125% higher revenue from priority product sales.

Crucially, the framework transformed how teams collaborate. Central and local stakeholders now align around shared, transparent priorities rather than isolated wins.

This replicable approach proves that in retail media, smarter decisions, not bigger budgets, drive profitable growth.