Works Media Group targets high-value rural audiences

In Short:
– Works Media Group targets high-value audiences like farmers and tradespeople, addressing a gap in regional retail media.
– The partnership with Elders enhances communication in 250 rural stores while promoting relevant consumer products.

The retail media landscape is set for a shake-up with the launch of Works Media Group, a new specialist player founded by industry heavyweights Edward Couche and Peter Zavecz. Bringing together deep expertise across retail media and publishing, the pair are positioning the company to tap into high-value, hard-to-reach audiences often overlooked by traditional networks.

Couche, the former CEO of Shopper Media, and Zavecz, a former senior executive at News Corp, are leading a strategy that moves beyond shopping centres and into sectors like agriculture and trades. Their goal is to build an audience-led network that connects brands directly with communities that transact frequently and hold significant spending power.

Central to this strategy is a major partnership with agriculture giant Elders, which will see digital out-of-home screens rolled out across more than 250 rural supply stores nationwide. The network is designed to engage farmers and regional operators at the point of purchase, tapping into a market that spends over $17 billion annually on farm supplies and management.

The company’s approach is built on three key pillars. Agworks Media focuses on in-store screens within agricultural retail environments, while Tradeworks Media targets tradespeople through high-impact placements in transaction zones. Repworks Media rounds out the offering as a strategic advisory and partnership arm supporting other retail media networks.

Speaking to Ticker’s Ahron Young about the opportunity, Couche said the business was created to address gaps in the market, particularly in sectors where traditional retail media has limited reach. Zavecz added that the focus on agriculture and trades allows brands to connect more meaningfully with audiences in environments where purchasing decisions are actively being made.

The venture also launches with a strong team, including Luke Warren, Tom Zavecz, and Sam Johnson, bringing experience across digital media, agriculture, and commercial strategy.

With retail media networks projected to reach $3 billion by 2027, Works Media Group is aiming to carve out a distinct position by focusing on proximity and precision. The founders say their mission is clear: to ensure brands are present where real business happens.