Albertsons MediaCentral
Universal Ad Experience Platform - A comprehensive service blueprint mapping the end-to-end advertising campaign creation and management experience
Project Overview
MediaCentral is Albertsons next-generation advertising platform that unifies campaign creation, management, and analytics into a seamless experience for CPG brands and internal stakeholders.
Multi-Stakeholder Platform
Designed for CPG users, retail media teams, and campaign managers
End-to-End Campaign Management
From planning and creation to execution and reporting
Automated Workflows
Streamlined processes reducing manual touchpoints by 60%
Real-time Analytics
Campaign insights and performance monitoring dashboard
Compliance & Governance
Built-in approval workflows and brand safety controls
Universal Experience
Consistent interface across all advertising channels
Key Metrics & Impact
Reduction in campaign setup time
User satisfaction score
Integrated touchpoints
User personas served
User Roles & Personas
MediaCentral serves diverse user roles with distinct needs across Agency and CPG organizations. Explore how each persona interacts with the platform.
Media Planner
CPG-focused media mix planning and trade promo timing
Key Responsibilities
- •Plan media around product launches
- •Align campaigns with seasonal trends
- •Coordinate retail media with trade shows
Platform Tools
Media Buyer
Multi-channel buying focused on retail and digital
Key Responsibilities
- •Buy retail media placements
- •Coordinate digital and in-store media
- •Optimize spend across channels
Platform Tools
Creator
CPG product storytelling, promotions, influencer content
Key Responsibilities
- •Develop product-focused narratives
- •Create promotional materials
- •Coordinate influencer content
Platform Tools
Activator
Launch and optimize CPG campaigns tied to product sales
Key Responsibilities
- •Launch product-specific campaigns
- •Optimize for sales conversion
- •Track product lift metrics
Platform Tools
Data Analyst
Retail media insights, brand lift, purchase behavior
Key Responsibilities
- •Measure brand lift and awareness
- •Analyze purchase behavior
- •Track retail media performance
Platform Tools
Financier
Budgeting and maximizing promotional ROI for CPG
Key Responsibilities
- •Allocate promotional budgets
- •Maximize ROI on trade spend
- •Track promotional effectiveness
Platform Tools
Role Comparison: Agency vs CPG
Understanding the different focus areas and needs across organizations
Role
Agency Focus
CPG Focus
Media Planner
Strategic media planning across channels
CPG-focused media mix planning and trade promo timing
Media Buyer
Negotiates/purchases media spaces
Multi-channel buying focused on retail and digital
Creator
Content production for ads and digital media
CPG product storytelling, promotions, influencer content
Activator
Campaign launch, optimization, hands-on execution
Launch and optimize CPG campaigns tied to product sales
Data Analyst
Campaign and audience performance analysis
Retail media insights, brand lift, purchase behavior
Financier
Media budgeting and financial management
Budgeting and maximizing promotional ROI for CPG
Multi-Role Platform Impact
Distinct User Roles
Organization Types
Specialized Tools
Role Coverage
Interaction Design
Campaign Creation Flow
A 10-step guided workflow organised in 4 phases — from brand setup to scheduling. Click any step to explore its fields and first-timer tips.
Foundation · Step 1 of 10
Select Brand
Foundation · Step 1 of 10
Select Brand
Link your campaign to the correct brand. This determines which brand identity, assets, and approval workflows apply to everything you create.
First-timer tip
Your brand must be verified before campaign creation. If it isn't listed, contact your account manager to request access.
Required fields · 2 to complete
Only verified brands are shown here
Auto-checked — no action needed from you
Controls what your team members can edit on this campaign
