Gadens advises Metcash on LocalEyes retail media partnership with Nine / QMS

Gadens advised Metcash Trading Limited on the strategic agreement underpinning its partnership with Nine Entertainment Co and QMS to represent its national retail media network, LocalEyes.

Led by Technology and Data Partner Sinead Lynch, Gadens worked closely with Metcash to structure and negotiate a complex sales representation agreement within a tight timeframe, navigating commercial, regulatory, digital advertising and privacy considerations to support a robust and scalable framework.

Metcash Group Privacy Officer and Lead Privacy Counsel, Cheryl Tan, noted:

“We were pleased to work with Gadens on this transaction. The team brought strong expertise, commercial clarity and a highly collaborative approach throughout the process. Their responsiveness and considered guidance were invaluable in helping us navigate the transaction with confidence.”

From 1 September 2026, QMS will represent and sell advertising across an initial network of Metcash’s 860 in-store digital screens, spanning brands including IGA, Mitre 10, Total Tools, Cellarbrations, The Bottle-O and Home Hardware, with scope to expand to more than 3,000 locations nationwide.

The partnership brings together Metcash’s national retail footprint with QMS’ Digital Out Of Home capability, positioning LocalEyes as a scaled, data-enabled platform across food, liquor and hardware environments. It enables Metcash to unlock the value of its independent retail media network, while offering advertisers a nationally integrated channel at scale. It also broadens Nine Entertainment Co’s proposition in Australia beyond broadcast, streaming and publishing into the retail media environment.

Practice groups: Technology, Media and Intellectual Property

Key team members: Sinead Lynch, Partner, Raymond Huang, Associate, Kalarni Orr, Lawyer