IPG Mediabrands has announced the launch of a new specialty e-commerce unit, Reprise Commerce.
The group will combine 250 e-commerce experts across the world to develop and deploy modern retail strategies for clients.
In India Interactive Avenues - A Reprise Network Company will lead the e-commerce offering. The new unit provides clients with a holistic approach to e-commerce, extending beyond marketing into supply chain and operations, and designing strategies and activations with customer experience at the heart.
Amar Deep Singh, CEO, Interactive Avenues, said, “The pandemic has transformed the nature of advertising spend with a pronounced focus on digital versus traditional mediums, creating a clear opportunity to fast-track innovation across the e-commerce sector. The launch of Reprise Commerce, globally, will give further impetus to this business in India. Indian advertisers will benefit greatly through this, and we are looking forward to this new beginning.”
He added, “Our current e-commerce team in India currently comprises 10 certified professionals overseeing annual sales worth millions. We will further increase this to 30 people in the coming year to make this division most innovative and future-ready. We are an Amazon Preferred Partner agency, and our e-commerce team comprises Amazon Advertising Foundations Certified professionals. Our work model has four pillars – e-commerce strategy, retail readiness, advertising and analytics, which enables us to deliver a holistic solution rather than singular services.”
The agency’s existing e-commerce portfolio consists of more than 30 clients including Amazon, Big Basket, Grofers and Nykaa among others.
Ritika Gupta, e-commerce director, Reprise Apac, said, “The e-commerce ecosystem is extremely fragmented, and brands are asking for a connected point of view. We’ve been onboarding retail expertise across the region. When you combine this retail capability with our 1,000 strong performance media and content teams, powered by the strategic comms planning strength of UM and Initiative, we have a truly compelling solution to help brands grow their e-commerce revenues in APAC.”
Daryl Lee, CEO, Mediabrands Global, added, “e-commerce has clearly moved to centre stage in many categories during this extraordinary time and this trend will endure. There has never been a more important time to connect the e-commerce opportunity with the full power of clients’ media and marketing investments. Reprise Commerce has the breadth of expertise and experience to provide the very best solutions to our clients’ biggest e-commerce ambitions.”
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