CHICOOH+, an OOH and DOOH media trading desk, announced the creation of RX Experience, a new company focused on Retail Media and branding activations, which aims to integrate data, technology, and creativity. Targeting advertising agencies, RX Experience emerges as a complete solution, ready to meet the demands of the advertising market across all regions of Brazil. The new division will be led by Rogério Barreto, a retail specialist with experience at major companies in the sector.
With over two decades of retail experience, Rogério Barreto, Operations Director of RX Experience, highlights the potential of this new segment. ‘Retail Media as a concept is a very broad area—it’s an ecosystem with numerous particularities, specific niches, and extensive data analysis. We will consolidate brand activations at the point of sale and offer advertising agencies a range of possibilities for brands to engage directly with consumers.’ His career includes notable roles at Carrefour, where he led the national visual merchandising department and helped implement strategies aligning branding and performance in physical retail.
Retail Media is recognized for its ability to combine primary data with personalization, offering a consumer-centric approach. According to the study ‘Latin America Retail Media Advertising Trends 2023’ published by eMarketer, Latin America is surpassing $1 billion in retail media ad investments. This figure refers to 2021, with expectations to reach $1.66 billion by the end of 2025. Barreto emphasizes RX’s differentiating factor: complete integration of brand experience. ‘RX will serve as an activation arm for campaign rollouts for brands. Agencies will benefit from our expertise.’
Chico Preto, CEO of CHICOOH+, underscores the importance of this initiative: ‘We are building solutions that enhance the role of agencies in the creative and execution process. Our focus is to deliver innovation and security so campaigns can run anywhere in Brazil.’
With RX Experience, CHICOOH+ reaffirms its commitment to the advertising market, expanding Retail Media and brand activation possibilities across Brazil. Whether in physical or digital retail, RX Experience is ready to transform the point of sale into an engagement platform.
