[Podcast] From Target Executive to Agency Founder

"Specialty pays off. We've been able to sign clients that there's no way we would’ve if we were trying to do everything with them.” – David Glaza, Founder/CEO of DIGITS Agency

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Retail media is a $54B a year industry, so as a niche, it’s extremely lucrative. Today’s guest saw an opportunity after fourteen years working at Target and never looked back.

This week, we welcome David Glaza to the show. He is the founder and CEO of DIGITS Agency, an independent retail media agency focusing solely on helping brands effectively market their products to Target shoppers.

We cover:

→ Going from a Target careerist to an entrepreneur.

→ Digits’ key areas of specialization, how they attract new business, and best-performing marketing channels.

→ How COVID propelled digital retail marketing.

→ Leadership lessons as an agency founder.

Actionable key takeaways for agency founders:

 → Looking to venture out on your own? Build a list of people already in your network you could potentially sell or talk to.

→ Showing ROI through existing client work is paramount in new business acquisition.

→ Think about areas that might not be the largest revenue drivers today but might have explosive growth potential later on.

→ The best candidates to hire are the ones that are already in your circle.

🎧 Listen to the episode now:

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Best,

CQ

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Frequently Asked Questions

What did David Glaza mean by "specialty pays off" when describing DIGITS' client acquisition?

That focusing solely on helping brands market specifically to Target shoppers allowed DIGITS to sign clients that would never have been possible with a broader, less specialized approach to retail media.

How did David Glaza's 14 years at Target shape the founding of DIGITS?

By giving him deep, insider knowledge of Target specifically as a retail environment, insight that became the foundation for building an agency focused entirely on that one specific retail media niche.

Why is retail media described as such a lucrative niche to specialize in?

Because it's a $54B a year industry, a market large enough to support deep specialization while still offering substantial growth potential within that one focused vertical.

What does David Glaza suggest about hiring, based on his own experience building DIGITS?

That the best candidates to hire are often already within an existing network, a practical approach to building a team drawing on trusted, known relationships rather than starting entirely from cold recruiting.

How did COVID specifically impact the growth of digital retail marketing, according to this conversation?

A significant accelerant discussed directly in the episode, propelling digital retail marketing forward in ways that directly benefited the kind of specialized retail media work DIGITS focuses on.