From Linear TV to Retail Media: How Goodway Helped Left Hand Agency Prepare for What's Next

When Left Hand Agency launched, nearly 90% of its business supported linear television—driven by deep relationships with broadcast partners and “tune-in” media strategies. But as consolidation, mergers, and industry disruptions accelerated (like the ‘23 Writers’ Guild strike), their leadership team saw the warning signs. They knew they needed to expand into other channels and market verticals to stay competitive.

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Left Hand immediately identified retail media as a quickly emerging field that offered access to both first-party shopper data and closed-loop measurement. Their opportunity was clear—but they needed the support of a trusted partner to make it a reality. Goodway Group stepped in as Left Hand Agency’s retail media partner, educating them on the complexities of high-performing commerce media. Goodway provided media strategy, execution support, measurement, and platform access for campaigns across leading RMNs like Walmart DSP, Albertson’s, and Kroger.

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This gave Left Hand Agency the perspective that retail media isn’t just another channel—it’s a different operating model. With Goodway’s support, Left Hand went beyond executing campaigns; they invested in learning the retail and CPG business model, building proficiency in measurement, and reshaping how they served clients.

As Left Hand’s confidence in retail media grows, Goodway continues to provide insights on the latest retail media updates per platform, and share new strategies to help them stay ahead of the curve. Today, retail represents nearly 90% of Left Hand Agency’s business—almost entirely replacing linear TV and opening the door to new growth, stronger client partnerships, and long-term stability.

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