Left Off Madison has been named agency of record for ASR Motorsport, a fast-growing automotive aftermarket company launching and scaling multiple wheel and performance brands nationwide. The partnership brings Left Off Madison into the trenches across strategy, creative, media, and digital—fueling ASR Motorsport’s aggressive go-to-market plans as it accelerates toward category leadership.

As economic uncertainty and new tariffs loom, brands are growing increasingly cautious about locking into joint business planning (JBP) commitments with retailers. Agency leaders, including Left Off Madison’s Boris Litvinov, warn that rising pressure for higher retail media spend—paired with lingering concerns over transparency, measurement, and flexibility—is pushing marketers to hedge their bets. The result: more guarded negotiations, shorter commitments, and a growing reluctance to put all media dollars into any single retail basket.

Left Off Madison has unlocked a new way for brands to reach sports fans—turning MRI-Simmons data into precise, addressable audiences across 100+ platforms, from CTV and social to display. Covering 20+ major leagues and powered by 60,000+ consumer attributes, the platform gives marketers a smarter alternative to expensive sponsorships—delivering true sports-fan targeting with accountability, flexibility, and ROI.

With more than 200 retail media networks competing for finite budgets, agencies are warning brands that a retail media reckoning may be coming. Rising CPMs, pressure for larger spend commitments, and unclear incremental returns are forcing marketers to question whether RMNs still justify the investment—prompting some, like indie agency Left Off Madison, to caution against “blind faith” spending until performance and differentiation are proven.

As retail media networks multiply, brands are facing mounting pressure to spend more to protect shelf space and retailer relationships. What was once a media choice is increasingly a negotiation lever, with RMN commitments implied as the cost of doing business. As Left Off Madison president Boris Litvinov notes, the dynamic can feel like “double dipping,” forcing brands—especially smaller ones—to question whether retail media is delivering incremental value or simply acting as an added tax on growth.

Sometimes the most powerful growth insights don’t come from a brief—they come from the data. While analyzing MRI-Simmons audience data for Panasonic’s HomeHawk security camera, Left Off Madison uncovered an unexpected buyer segment: tropical fish and reptile owners using the camera to monitor their tanks. The discovery led Panasonic to pivot its content strategy, outperform traditional home-security messaging, and ultimately rethink product packaging and retail distribution—proof that rigorous audience analysis can shape not just media plans, but product strategy itself.

Left Off Madison is an independent agency founded by former Dentsu and Merkle executives Rob Douglas and Boris Litvinov, built to reunite media and creative without holding-company overhead. The agency specializes in precision multicultural targeting, using real-time purchase data from independent retailers through its proprietary Tiendita platform—an approach that has delivered outsized sales lift for brands like Panasonic and Ajinomoto.