Digital Commerce & Retail Media
Consultancy & Fractional Resource
"Connecting brands to buyers and media strategies to business objectives"
Third Wave Partners serves Media Agencies, FMCG Brands and Retail Media Networks with Digital Commerce & Retail Media strategic leadership, consultancy and fractional support.
Launched in 2026 to help connect brands to buyers, and media strategies to business objectives.
Our first-hand experience across the Brand, Agency, and Retailer landscape gives us a unique understanding of every side of the partnership, enabling us to offer flexible, tailored support that enhances and extends the capabilities of your existing team
In detail:
Media Agencies
FMCG / CPG Brands
Retail Media Networks
Our unique experience enables us to provide industry leading support - forging strategies that deliver, building relationships that last and driving performance that's both measurable and meaningful.
Who we help
Consultancy
Fractional resource/support
Leadership - project/team
Our 3 core solutions pretty much cover all areas, however we tailor the exact service around your specific requirements. Whether it's strategic advisory, project management or ongoing resource, we provide it all.
Our solutions
Media strategy
Consultancy & strategic support
Connected media planning
Auditing & measurement
Media optimisation
Leadership & Management
Training
Tech evaluation
Supported in-housing
Having walked the walk in these areas for many brands, we bring this expertise to you and your business. So whatever gaps you have that need filling, we've got you covered.
Capabilities
Experience:
Adam Rogers
Digital Commerce & Retail Media Consultant
With more than 15 years' experience in digital performance marketing, Adam has built and led growth strategies across Search, Social, Ecommerce, and of course Retail Media.
At the time Retail Media was rapidly transforming into what is now one of the most important growth drivers in digital advertising, Adam was already working at one of the UK's leading FMCG retailers, which placed him at the centre of the media evolution. This first hand experience helped shaped his perspective of how Retailers, Brands, and Agencies can create value together.
Following leadership roles at the worlds largest media group, followed by a major global FMCG brand, Adam now had direct experience at all three key partners in the Brand, Agency, Retailer relationship and recognised a clear disconnect within the industry. Brands were investing heavily in Digital & Retail Media but often without clear strategic direction, while agencies were navigating an increasingly complex landscape, without full appreciation of their clients' commercial ambitions.
Third Wave Partners was founded to help address this.
Leveraging Adam's unique perspective, the consultancy helps Brands, Agencies & Retailers align around common objectives, unlock new growth opportunities, and create Digital Commerce & Retail Media strategies that deliver lasting commercial impact.
Testimonials:
"Working with Adam really strengthened our overall proposition. His strategic leadership helped unlock new client growth, whilst adding a unique layer of experience and commercial acumen to the team. A true RDM expert and highly recommended."
Nick.
eCommerce Partner - WPP Media
"Adam's leadership style is anchored in building strong relationships and business trust with partners and clients. This was a key asset for us in retaining and growing key CPG clients for non Amazon investment in the UK."
Luis
Managing Director UK & EU - Xnurta
"Adam is a genuine pleasure to work with. His energy and expertise really enhanced our client relationship. His ability to understand commercial challenges and translate those to media plans drove added investment and client satisfaction."
David.
Director of Performance Marketing - IDX
"Adam brings a rare combination of agency and client-side experience, giving him a highly strategic and commercially grounded perspective on retail media. His ability to connect partners, challenge conventional thinking and develop innovative approaches helped both create and unlock new opportunities. A trusted, collaborative and genuinely great person to work with, highly recommended"
Vince.
Head of CPG Retail Media UK - Criteo
At Third Wave Partners we value human connections, and here you can see just a small selection of the connections we've made across the industry. People, companies and brands we've worked with over the years who were all the better for doing so, and felt compelled to write a few kind words about their experience.
We're always looking to make new connections, so if you're in the Retail Digital Media space, and have ambitions to do something better than it's being done right now - we'd love to hear from you.
"Adam is straightforward to work with and quick to get to the commercial heart of a problem.
His experience across every side of the retail media landscape shows in how he approaches strategy; practical, joined-up and focused on results. Highly recommended"
Jack.
Head of Retail Media - Ocado
Let's connect:
Got an exciting project or simply in need of support? We'd love to hear from you.
So please fill out the form to the right and we'll be back in touch as soon as possible. (adam@thirdwavepartners.co.uk)
Or alternatively, if you're more inclined to pick up the phone and chat, then that works too. You can reach us on: