London: Colgate-Palmolive has selected WPP as its Amazon agency of record in its key markets in Europe, consolidating Amazon media activities with a single company.
WPP will help Colgate-Palmolive’s oral, personal, and home care divisions leverage data-driven strategies on Amazon for improved omnichannel brand impact and sales growth using Amazon’s Retail, Advertising, and clean room solutions.
Colgate-Palmolive’s win shows their ongoing digital commerce investment, strengthening omnichannel marketing strategies.
WPP was awarded the business after a competitive review to integrate critical Amazon workstreams. A new cross-agency model, led by VML’s Amazon Center of Excellence in Luxembourg and in partnership with GroupM’s Wavemaker, will collaborate with local talent. This bespoke solution deepens connections between sales, media, and brand teams by aligning custom insights and data throughout the customer journey.
Utilizing WPP’s Amazon tech stack, including the Amazon Marketing Cloud (AMC) Insights solution, the model helps Colgate-Palmolive brands grow on Amazon. AMC Insights offers precise actions from Amazon-level insights, enhancing Colgate-Palmolive brands’ retail media investments. WPP Open enables a unified planning approach across all channels, delivering enhanced visibility into marketing performance and tailored activations in retail, content, media, and measurement.
Christy Borrowman, VP Digital Transformation, Europe at Colgate-Palmolive, said, “As part of our continued digital transformation we want to unlock the growth potential in digital commerce. With their Amazon Centre of Excellence team, VML brings deep Amazon and ecommerce expertise that can proactively enable long-term growth for our brands and optimise our media investment on Amazon. We are data-driven and need to get to better insights on ecommerce. I’m confident this new model with WPP will ensure every Amazon ecosystem touchpoint drives deeper engagement, loyalty and, ultimately, conversion for our brands.”
Gemma Spence, VML Chief Digital Commerce Officer, EMEA and WPP Colgate-Palmolive Commerce Lead, said, “We are thrilled that Colgate Europe has selected WPP as its agency of record for Amazon. Integrated planning and delivery are essential for modern marketing organisations to achieve transformation and sustainable growth. We are confident that the WPP Open-enabled workflow, driven by our world-class AMC solution, will better equip Colgate-Palmolive’s strong brands to meet the evolving demands of today’s dynamic digital landscape.”
