Group Strategy Director, IPG Mediabrands, EMEA account scope - UK, DE, ES, FR, IT
Consolidating creative and media to drive rapid growth for Amazon Fresh across EMEA.
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ABOUT THE CLIENT
Amazon Fresh is an online delivery service operating in a highly competitive category, offering same-day grocery delivery.
The brief was to target bespoke, high-value audiences and convert them to use the service, without access to any first party data.
I head up Strategy for the agency team on the account.
Summary - the results
For the agency
Doubled the annual revenue (£Ms) from Amazon in year 1. Expanding services to media and creative.
For the client
Full-consolidation of media and creative, rapid digital growth and user acquisition across EMEA via innovative data-strategy, measurement and optimisation.
Personally
Leveraged industry-leading people-based audience data for hyper-local media planning and activation.
Services used
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Data-driven, leveraging search data for seasonality. Acxiom Data solutions for targeting of high-value audience and postcodes.
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In the absence of conversion tracking I worked with the analytics team to build a solution to measure and optimise beyond media data (e.g cost per click). This model tracks branded search, consideration and purchase intent to enable outcome-based media planning and activation.
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Activated with best-in-class methodologies
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Adapting creative for digital platforms to drive results