New York, NY (October 16, 2025) - Leading global media agency iProspect has been named Media Agency of Record for Hy-Vee. iProspect will now handle all media buying and planning across channels, including oversight of enterprise media for Hy-Vee and all its affiliates. The appointment expands on the network’s current relationship via its New Stream Media offering supporting the development and launch of Hy-Vee's retail media network, RedMedia.
“As we expand our partnership, we are confident that iProspect will help accelerate our marketing evolution and drive effective media planning for our brand,” said Kathryn Mazza, Hy-Vee’s Chief Marketing Officer and President of RedMedia. “This partnership will also further enhance our data-driven approach to target effectively and optimize our media performance.”
Hy-Vee will leverage iProspect’s Merkury identity solution as the connective backbone to unify its enterprise media, RedMedia Network, and loyalty programs across the organization.
“We are excited to deepen our partnership with Hy-Vee as we help them redefine what’s possible in retail media and customer engagement,” said Liz Rutgersson, CEO of iProspect, North America. “At iProspect, we are known for our holistic approach to media planning, and by connecting Hy-Vee’s entire marketing ecosystem, we will be able to deliver holistic, impactful media for each of their customers.”
This news follows other notable wins including eBay, Principal Financial Group, and Mead Johnson. The agency also jumped from #16 to #2 in their Comvergence ranking for new business in 2024. iProspect is known for their performance heritage and full funnel expertise, accelerating future-ready brands through relevant customer experiences.
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ABOUT IPROSPECT
iProspect, a dentsu company, is a leading global media agency. Its unmatched mix of media strategy, digital storytelling, and specialized audience insight sets a new standard for performance-driven brand building. Through a relentless focus on human-centric solutions, iProspect drives accelerated growth for some of the world's most iconic brands, including Abercrombie & Fitch, Albertsons, Cox, Hilton, and more. With a dedicated team spanning over 8,000 media and performance experts across 93 global markets, iProspect is steadfast in shaping the future of brand engagement and market influence through its hyper-specialized capabilities.
ABOUT HY-VEE
Hy-Vee, Inc. is an employee-owned corporation operating more than 560 business units across nine Midwestern states with sales of more than $14 billion annually. The supermarket chain is synonymous with quality, variety, convenience, healthy lifestyles, culinary expertise and superior customer service. Hy-Vee was recently named one of the top grocery stores in America by USA TODAY. The company’s more than 70,000 employees provide “A Helpful Smile in Every Aisle” to customers every day. For additional information, visit www.hy-vee.com
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