Migros selects WPP to help revolutionise its commerce offer

Swiss retailer Migros Fachmarkt AG has appointed WPP as its strategic  communications partner to help it reimagine the commerce experience for its specialist  retail brands. 

With experiences increasingly linked to how consumers shop, brands are looking to  communications partners who can combine creative ideas with in-depth commerce  expertise, underpinned by specialist data and tech capabilities. 

Migros’ decision to consolidate its agency accounts into a integrated agency model  demonstrates the power of WPP’s offer to clients, which focuses on creatively  transforming business and marketing strategies to unleash growth. The account was  awarded following a four-month pitch to identify a data-driven and consumer-centric  team and involved three international agency holding companies and several local  agencies. It is the latest in a series of new business wins involving integrated WPP  teams. 

WPP’s new tailor-made model for Migros Fachmarkt AG, Team Connect, will bring  together talent and expertise from across its agencies in Switzerland, including Ogilvy,  Scholz & Friends and Wunderman Thompson, to work across the full range of Migros  Fachmarkt brands: Do it +Garden, Melectronics, Micasa, SportXX and Bike World.  Team Connect will leverage integrated production capabilities through Hogarth whilst 

also drawing on retail expertise from Scholz & Friends Commerce in Germany and  specialists from WPP’s data products company Choregraph. 

The team will work in partnership with Migros on two main focus areas: creative &  strategy, to strengthen brand value across the specialist store brands and set new  standards in Swiss retail by utilising the latest innovations in data, tech and omni channel commerce; and content & production, to enable brands to respond to the fast evolving market landscape and consumer demands. 

Patrik Pörtig, CEO of Migros Fachmarkt AG, said: A new agency approach like  Team Connect is the future because brands in retail today have to be much more data driven and customer-oriented. There are increasingly more opportunities to leverage  synergies across our specialist markets – especially in the use of data, but also in  customer experience and in production. In Team Connect we have found the right  partner for our transformation journey and now have the chance to build something  completely innovative: a truly integrated and highly agile team with the best experts  that WPP has to offer.

Mark Read, CEO of WPP, said: As consumer habits continue to change at speed,  retail brands are reimagining the commerce experience and using the latest  innovations to engage with people both in-store and online. Successful brands will be  the ones that create meaningful connections that resonate with their customers across  the entire commerce journey. We’re delighted to be selected as Migros Fachmarkt  AG’s new strategic marketing and communications partner and look forward to helping  its retail brands respond to evolving consumer needs and creating more connected  commerce experiences.