Independent media agency Superhuman has secured an exclusive Australian partnership with Portal, the UK-based SaaS platform that maps the consumer journey across retail media sites such as Woolworths and Coles.
Retail media is forecast to become a $3bn market in Australia by 2027, growing faster than both search and social. Yet measurement has lagged – with most FMCG advertisers blind once their budgets hit retailer platforms. Portal closes that gap, already used by leading CPG brands across UK & Europe to track in-platform journeys and connect investment to sales outcomes.
The partnership makes Superhuman Portal’s first partner in Australia, integrating the technology into its client strategies and developing opportunities locally – particularly for FMCG and CPG brands investing heavily in Woolworths and Coles retail media.
Luke Maher, founder of Superhuman, said the deal reflects the agency’s push to bring global innovation into the Australian market: “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.”
Superhuman is already in conversations with top FMCG advertisers about bringing the technology to market, marking a category-first for Australian retail media. The partnership also paves the way for future integrations with Superhuman’s AI-driven media planning tools, giving brands the ability to connect retail media spend with total marketing performance for the first time.
