Media & Advertising
Ogilvy si JWT isi unesc fortele pentru a crea o agentie de marketing
Ogilvy & Mather si JWT, agentii ale grupului de comunicare WPP, formeaza un joint venture pentru a crea o agentie de shopper marketing, concept folosit pentru a defini procesul de intelegere a felului in care un anumit public tinta se comporta ca si cumparatori, in diferite situatii, si de utilizare a informatiilor astfel obtinute pentru a optimiza beneficiile "actorilor" implicati in procesul de achizitie, potrivit Brandrepublic.com.
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Joint venture-ul isi propune sa fie un nou model in shopper marketing, conceput astfel incat sa ajute brandurile si retailerii si sa-i influenteze pe consumatori la fiecare pas pe cale il fac in procesul de luare a deciziei de achizitie.
Noua agentie va avea 400 de angajati permanenti si 3.000 part-time, in principalele birouri din Statele Unite.
Printre clientii sai se numara Nestle, Unilever, Sara Lee si Kraft.
Pe langa serviciile de shopper si retail marketing, agentia ofera si servicii de creatie si cumparare de spatiu publicitar, planificare sau marketing experimental.
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