WPP agencies Possible and Mindshare are partnering to introduce a new suite of tools that will help brands leverage their media and eCommerce investments across Amazon’s ecosystem. The partnership is the first comprehensive solution for brands across Amazon, and combines the full capabilities of both agencies.
With 55 per cent of US consumers begin online product searches on Amazon and 64 per cent of US households now Amazon Prime members, Amazon is no longer just a retail giant, but one of the world’s largest media owners. As a central presence in the lives of both consumers and brands, Possible and Mindshare aim to help advertisers get the most from Amazon’s extensive ecosystem.
The solution will marry Mindshare’s media planning and buying, data analysis and strategic expertise with Possible’s eCommerce, data analysis and creative expertise to unify sales, brand marketing, and shopper and eCommerce efforts for greater efficiency and impact.
“If brands aren’t thinking about Amazon as a media platform, they run the risk of becoming obsolete,” said Joe Migliozzi, Shop+ lead at Mindshare. “Understanding where and how to spend media dollars on Amazon is important, and integrating that spend into the rest of your media strategy is where brand loyalty and greater demand are achieved.”
The partnership will offer channel strategy, content development and shelf management, as well as media planning, buying and optimisation across Amazon’s various channels. It will include innovation services focused on building new brand experiences through Amazon’s hardware offerings like Dash and Amazon Echo, and provide measurement, reporting and analytics for a holistic understanding of brand presence and performance within Amazon.
“Our clients consistently ask Possible to be their one-stop-shop for Amazon,” said Frank Kochenash, global senior vice president of commerce for Possible. “This partnership allows us to bring brands the deepest expertise across all the levers they need to pull. Mindshare are media experts and we are thrilled to partner with Joe Migliozzi and his Shop+ team.”