PMG Appointed Commerce Agency of Record for Glanbia Performance Nutrition Across Europe

PMG today announced it has been selected as the Commerce Agency of Record (AOR) for Glanbia Performance Nutrition across Europe and the UK following a competitive pitch process.

The appointment covers commerce & retail media strategy, planning, and buying across Glanbia’s performance nutrition portfolio, including brands such as Optimum Nutrition and Isopure. Covering the UK, Germany, France, Italy, Spain, Sweden, Benelux, and Poland, the combined remit is estimated at a seven-figure annual media investment. The scope includes portfolio-level strategy across Europe, alongside brand-specific planning and execution in key priority markets.

Glanbia Performance Nutrition is part of Glanbia plc and is the world's number one sports nutrition company. The review was designed to identify a partner capable of balancing portfolio-level strategy with brand-level nuance, while supporting Glanbia’s centralised Centre of Excellence model across Europe.

PMG’s proposed approach focused on solving brand-specific challenges through connected portfolio planning, disciplined market prioritisation, and brand-level nuances that factor in distinct goals around growth and incrementality. PMG’s experience working with a range of budgets across multiple European markets, and its ability to deliver effectiveness without unnecessary complexity, were cited as decisive factors in the appointment.

A central pillar of the partnership will be PMG’s proprietary operating system, Alli, which will be used to connect retail media investment directly to business outcomes, providing Glanbia with real-time visibility across brands, channels, and markets while supporting faster optimisation, clearer measurement, and more consistent decision-making. 

"As a brand, Glanbia is at a key inflection point when it comes to growth across European markets," said Gus Taylor, Head of Retail Media at Glanbia. "PMG stood out as the partner for us to reach our goals, through the quality of their thinking, depth of category expertise, and a clear understanding of how to navigate the complexities of our portfolio." “Glanbia Performance Nutrition is a business with ambitious growth targets, world-class brands, and a clear vision for how media should drive performance across markets,” said Bianca May, EMEA Client Development at PMG. “What resonated throughout the process was a shared belief in connected planning, disciplined execution, and partnership built on trust. We’re excited to bring our expertise, technology, and people together to help Glanbia unlock its next phase of growth across Europe.”

The partnership is effective immediately, enabling PMG and Glanbia to prepare for peak trading periods across key European markets.