Works Media Group has launched as a specialist retail media business focused on B2B audiences that large consumer platforms often overlook. Founded by industry veterans Peter Zavecz and Ed Couche, the company aims to turn high-value, hard-to-reach professional customers into reliable media opportunities for retailers and brands.
Media Veterans Launch Specialized Retail Media Venture
Zavecz and Couche bring long experience across retail, agency and media sales. Their approach leverages deep category knowledge and publisher relationships to design media products that fit specialist retail environments rather than applying mass-market tactics. The founding team positions Works Media as a partner that helps retailers unlock new revenue without disrupting core customer experiences.
Strategic Focus: High-Value, Hard-to-Reach Audiences
Works Media targets two clear segments: farmers and tradespeople. Agworks is built for agricultural channels, reaching farmers through retail and distributor networks. Tradeworks focuses on tradies who shop specialty trade outlets and rely on in-store advice and product specification. These audiences are attractive because they make frequent, high-value purchases and are less susceptible to generic consumer advertising.
A key launch partner is Elders, whose networks provide access and credibility in regional and agriculture markets. Works Media uses a retailer-aligned commercial model that shares upside, reduces execution risk for store partners and leverages first-party signals tied to professional purchase intent.
Beyond Campaigns: Consulting and Future Vision
Repworks is the company’s consultative arm, offering planning, measurement and seller enablement to help retailers and brands translate specialist audience reach into repeatable programs. The founders emphasize measured growth and practical pilots, signaling a focus on sustainable monetization over flashy scale. For the wider retail media sector, Works Media provides a blueprint: identify underserved professional audiences, design tailored inventory and align commercial terms to retailer economics.
For retailers and brand teams seeking new channels, niche B2B retail media presents a pragmatic path to diversified revenue and more targeted marketing outcomes.
