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WPP and Instacart partner to accelerate online grocery advertising for CPG brands
Our team has been working on this partnership for a while and we’re excited to share this great news this week. The retail media and last-mile landscape is an exciting place to be focused and there are so many great opportunities in this green field. And the value proposition for consumers will continue to get better and more exciting.
WPP press release below
WPP and Instacart, the leading online grocery platform in North America, today announced a new partnership offering advertising solutions and measurement tools for CPG brands. The first of its kind partnership will give WPP and its clients’ early insight into Instacart Ads product offerings and access to new tools and features on the platform.
With the largest footprint across the CPG category globally, WPP recognized the importance of building advanced retail and commerce capabilities early on. The partnership with Instacart Ads, which offers a robust suite of advertising products, reflects WPP’s commitment to lead the market by delivering advanced, end-to-end commerce solutions that allow brands to thrive in online environments.
As the inaugural Analytics API partner, WPP will gain access to a custom analytics API and data integration tool that enable WPP agencies to develop unique insights for clients, including basket analysis and lifetime value. The partnership will also include custom campaign measurement and management indexes to ensure clients can optimize spend and sustainable growth on the platform.
Additionally, the companies will co-develop the first Instacart Ads agency certification program designed to provide teams with an advanced level of proficiency across Instacart’s app and products. As part of this commitment, WPP and Instacart Ads will collaborate on the learning agenda and content, and WPP teams will gain access to the certification program before it is launched to the general market. WPP has committed to having 1,000 employees certified by the program within the first six months of launch.
Doug Chavez, Vice President of Strategic Partnerships at WPP, said: “The pandemic has rapidly transformed the way people shop and what they expect from brands online. This behavioral shift means we need to use cutting-edge advertising tools for brands who now need to connect and engage with their consumers across all channels. We are delighted that our new partnership with Instacart Ads will allow WPP agencies to deliver even more innovative solutions to clients that enhance the online grocery shopping experience.”
Ryan Mayward, Vice President of Sales at Instacart, said: “Instacart Ads is designed to support brands of all sizes, helping them access the opportunity to deeply engage with their customers online. We’re excited to partner with WPP to continue delivering that experience and together equip brands to succeed in the digital aisles with robust insights capabilities and educational resources.”
Adage also covered the news as well.
Cross Platform Connections – Getting it Done
One of the hot topics in the world of Integrated Marketing, especially when it comes to CPG advertising is crafting a strategy that connects the dots across multiple platforms, such as TV, print, digital, in-store marketing and FSIs. Over the last 24 months the pace of truly integrated marketing campaigns has really picked up, as brand advertisers follow the consumer – and she is connected in ways like never before. A great example of these media consumption habits and trends can be seen in the GMA Shopper Marketing report, Shopper Marketing 4.0: Building Scalable Playbooks That Drive Results. (A special callout to my friend Matt Egol at Booz & Co, for his leadership in creating this report)
Last week, I had the opportunity to get on stage and present “Maintaining Connections Across Platforms” at iMedia Brand Summit in Austin, TX. My presentation showcases two iconic brands, Kibbles ‘n Bits and Milk-Bone. I had a short 15 minutes to present the two cases and take some Q&A from the audience of brands marketers, media folks, publishers and brand experts.
If you have a few minutes, watch the presentation and think about how brands are connecting the dots for you as a consumer or how you’re doing similar work as marketer. I would enjoy hearing your thoughts and feedback.
Special thanks to @KozComm for blogging from the event and posting his thoughts on the presentation in his SXSW Report
And how did I celebrate after the presentation? By having a fantastic tex-mex lunch at an Austin institution – Chuy’s! (there may have been some queso and creamy jalapeno ordered)
Thunder House 