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Walmart Connect, Walmart ‘s business unit specializing in Retail Media in Central America, held an unprecedented event that brought together more than 200 marketing and communications leaders, CEOs, and senior executives from across the region. The goal: to strengthen the Retail Media ecosystem and generate real connections that transform the shopping experience at all touchpoints.
This meeting marks a milestone in the evolution of Retail Media in Central America, positioning Walmart Connect as the regional benchmark in advertising innovation. The day included strategic panels, high-impact talks, and networking spaces designed to foster collaboration between brands, experts, and industry leaders.
One of the highlights was the participation of Cristian Barrientos, CEO of Walmex, and Cristina Ronski, CEO of Walmart Central America, who shared a powerful vision of the future of Retail Media and Walmart’s role as a catalyst for change in the region.
Retail Media: the engine of new advertising
Retail Media is booming in Latin America. According to data from eMarketer, advertising investment in this channel is expected to reach $5 billion by 2028, almost triple the amount reported in 2024. This projected annual growth of 28% far exceeds the rate of expansion of digital advertising in general (12%).
Walmart Connect is capitalizing on this opportunity through omnichannel solutions that integrate data, technology, and creativity to create memorable experiences.
“The future of Retail Media is defined by a clear vision: to connect brands and consumers in an authentic, relevant, and measurable way”, said Patricia Siller, Director of Walmart Connect for Central America.
During the event, key topics such as omnichannel, artificial intelligence, advanced measurement and attribution were addressed, as well as the trends that will shape 2026. Panelists from leading companies shared insights on how to transform the customer experience through integrated solutions and cutting-edge technology.
The keynote address by Colin Lewis, global strategist in marketing and retail media, offered an in-depth look at the future of the sector, highlighting the importance of agility, data, and creativity in an increasingly competitive environment.
The event also served as a platform for high-level networking, with spaces designed to foster strategic alliances, share learnings, and generate new business opportunities.
Recognition of excellence: Walmart Connect Awards 2025
The day ended with the Walmart Connect Awards, which celebrated excellence and the impact of brands in the Retail Media ecosystem. The award categories were:
Eco Champion 2025: Kimberly Clark, for its commitment to sustainability and responsible innovation.
Digital Guru 2025: Procter & Gamble, for its leadership in consumer-centric digital strategies.
WOW! Connection 2025: Abbott, for creating memorable experiences that connect emotionally with customers.
Explosive Creativity 2025: Unilever, for campaigns that combine creativity, impact, and cultural relevance.
Omni Champion 2025: BDF, for its outstanding execution of integrated omnichannel strategies.
Advertiser of the Year 2025: Procter & Gamble, for its comprehensive performance, constant innovation, and exceptional results in Retail Media.
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