Colgate-Palmolive taps WPP for Amazon magic in Europe

LONDON, Today: Colgate-Palmolive chose WPP as its Amazon agency for Europe, consolidating Amazon media activities with one company.

WPP will help Colgate-Palmolive’s oral care, personal care, and home care businesses adopt a data-driven Amazon approach to boost brand and sales impact.

This win shows Colgate-Palmolive’s commitment to digital commerce, enhancing its marketing strategies.

WPP won after a competitive review to integrate Amazon workstreams. The new cross-agency model will collaborate with local talent, led by VML’s Amazon Centre of Excellence and GroupM’s Wavemaker.

WPP’s tech stack, including AMC Insights, will help Colgate-Palmolive brands grow on Amazon. AMC Insights offers precision in reaching audience segments, giving Colgate-Palmolive a competitive edge.

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.

“We are thrilled that Colgate Europe has selected WPP as its agency of record for Amazon.” – Gemma Spence

“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,” Christy adds.

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.”