GroupM has launched a global integrated commerce management solution with commerce technology provider, Pacvue.
The solution aims to eliminate technology silos by unifying bespoke insights, media management, and retail operations exclusively for GroupM’s clients, the agency said.
Retail media remains the fastest-growing segment in digital advertising and is expected to represent 15.1% of total global ad revenue in 2024, up from less than 2% a decade ago, as reported in GroupM’s This Year Next Year Mid-Year forecast.
The growth has fueled opportunity and complexity for brands, WPP’s media arm said, and led to an increased number of data and technology providers lacking connectivity and the ability to capture the nuance of retail effectively.
In response, it has created this co-engineered solution with Pacvue.
“APAC’s dynamic ecommerce landscape presents unique opportunities and complexities for brands,” Nathalie Pellegrini, head of client growth at GroupM APAC, said.
“Our collaboration with Pacvue blends their cutting-edge technology with our (GroupM) deep regional expertise, delivering a solution tailored to APAC and our clients’ specific needs. This empowers our clients to navigate market nuances, capitalise on emerging opportunities, and drive meaningful results.”
The joint solution has three features for all GroupM clients: insights through access to unified Amazon Marketing Cloud analytics, data integrations and early access to newly-integrated retailers and channels, and retail operations. The latter merges both functions in one interface and dashboard.
The business said streamlining these features with its integrated commerce management solution would increase its speed to market.
Samantha Bukowski, GroupM’s global head of commerce, said: “Our focus is on how we use technology to answer our clients’ business problems, drive incrementality, and simplify operational complexity.
“Our work with Pacvue makes that possible across markets, giving our clients the leading edge in a space where innovation has to be a constant.”
Melissa Burdick, co-founder and president at Pacvue, added the partnership is a testament to Pacvue’s “ability to work with partners like GroupM to build innovative and scalable solutions tailored to provide superior, differentiated benefits for clients.”
“The platform is designed to unify media management and retail operations, offering a seamless experience that empowers brand partners to stay ahead in a dynamic market,” she said.
“By leveraging our combined expertise, we are enabling brands to gain deeper insights, optimise strategies and unlock new opportunities for growth and success.”
Article published on Mediaweek 14th August 2024
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