Helen Baskeyfield departs Accenture and takes on Lead Business Analyst position at WHSmith

Helen Baskeyfield has left Accenture, where she served as Technology Associate Manager, to take on the role of Lead Business Analyst at WHSmith.

In a LinkedIn post, Baskeyfield, whose CV also includes stints at Tesco and Home Retail Group, said: “I'm excited to join the fantastic technology team at WHSmith this week as Lead Business Analyst.”

“Back to working for another great retailer with an amazing brand heritage. I'm not exactly a new joiner having been working with the team for the last five years, so should know what I'm getting myself into.”

WHS Media

In-Store Marketplace (ISM) recently announced a partnership with WHSmith North America Media Network, powered by SMG (WHS Media), which has a US airport footprint of more than 350 stores.

WHS Media will combine ISM’s programmatic retail media platform with Mood Media’s hardware to deliver a turnkey, fully managed solution. It says that this will enable it to monetise in-store digital screens and audio assets more efficiently while offering advertisers access to travellers with long dwell times and strong spending power.

The new network will activate across WHS Media’s US airport stores, bringing together approximately 700 in-store digital screens and audio channels. Early adopters, including PepsiCo’s Frito-Lay and Bose, are now activating campaigns, with additional premium brands expected to follow.

“Specialty retailers like WHSmith have tremendous untapped potential in their in-store environments,” said David Simon, EVP of Advertising for Mood Media and President at Vibenomics and ISM.

“By combining Mood’s hardware footprint with ISM’s industry leading platform for inventory management and programmatic activation, we’ve created a solution that unlocks new revenue for WHSmith while giving advertisers unmatched efficiency, precision and scale.”

“This collaboration between WHSmith, SMG and ISM represents a significant step forward in bringing WHSmith Media’s in-store media strategy to life,” said Alison O’Keefe, Partnership Director at WHSmith North America Media Network.

“By working with ISM, we’re able to open our entire airport footprint to advertisers in a way that’s seamless, scalable, and built for today’s travel audience. The result is the most sophisticated travel retail media network, moving from isolated placements to a true media ecosystem that delivers measurable impact.”

2026 RTIH Innovation Awards

Retail media will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.