Indie agency Superhuman has entered into an exclusive partnership with Portal, a UK-based retail media analytics platform. The collaboration marks Portal's inaugural entry into the Australian market.

Portal is a Software as a Service (SaaS) platform that maps consumer journeys across retail media sites, including major Australian retailers Woolworths and Coles. The partnership aims to address the current gap in measuring the effectiveness of retail media, a sector projected to grow into a $3 billion market in Australia by 2027. This growth is expected to outpace that of search and social media.

Superhuman plans to integrate Portal's technology into its client strategies, with a focus on FMCG and CPG brands investing in Woolworths and Coles retail media. The agency is currently in discussions with top FMCG advertisers about implementing the technology in Australia.

Portal states that the measurement of retail media effectiveness has been lacking, with many Fast-Moving Consumer Goods (FMCG) advertisers unable to track the impact of their spending on retailer platforms, it says. Portal is already utilised by leading Consumer Packaged Goods (CPG) brands in the UK and Europe to track in-platform journeys and connect investment to sales outcomes.

Luke Maher, founder of Superhuman, commented on the partnership: "Too often, FMCG brands pour media dollars into retail platforms like Woolies without any visibility on whether that spend drives sales. Portal closes that gap. For us, it means we can make sharper, evidence-based decisions in the best interest of our clients."

Oliver Leigh, director at Portal, added, "Australia is a key growth market for us, and Superhuman is the ideal partner. They combine strategic media expertise with an appetite for new technology and AI – exactly what’s needed to translate our platform into meaningful client outcomes in a market as competitive as Australia."