GoWit and Publicis Partner for Retail Media in MENA
Commerce technology company GoWit has announced a strategic partnership with Publicis Media Middle East. The collaboration aims to scale retail media solutions, including omnichannel measurement and audience activation, across the Middle East, North Africa, and Türkiye.
- The core of the partnership is GoWit's AI-powered platform, "GoWit One," for which Publicis Media is the exclusive pilot agency partner in the MENA region; the platform is designed to unify campaign management across multiple retailers and markets, potentially eliminating up to 98% of manual advertising operations work. - The collaboration aims to capitalize on the rapidly growing retail media market in the Middle East and North Africa, which was recently valued at approximately $1.1 billion and is projected by some to reach $6.35 billion by 2030. - This partnership follows a strategic investment round GoWit secured in November 2025, led by Dubai-based venture firm Nuwa Capital, to accelerate its expansion across Europe, the Middle East, and Africa and to further develop its AI-powered technologies. - Publicis Media will integrate its extensive portfolio of global and local brand clients—which includes names like Samsung, LVMH, P&G, and the Saudi Tourism Authority—into GoWit's retail media inventory. - The deal encompasses a full omnichannel strategy, connecting on-site and off-site digital advertising with in-store activations. It will also utilize Publicis Media's "Core ID" solution for identity-led targeting and to provide closed-loop performance measurement. - Key executives overseeing the partnership include Tony Wazen, CEO of Publicis Media Middle East, and Emrah Adsan, Co-Founder and CEO of GoWit. - GoWit's existing retail network includes major regional players such as CarrefourSA in Turkey, Union Coop in the UAE, and Raneen in Egypt, providing a foundational inventory for Publicis's brand clients.
