Mindshare and POSSIBLE to offer media and data services to Amazon

Mindshare and POSSIBLE have launched a new offering to help brands leverage their media and e-commerce investments across the whole Amazon ecosystem. This will see the amalgamation of Mindshare's media planning and buying, data analysis and strategy expertise with POSSIBLE's e-commerce, data analysis and creative expertise, according to a press statement.

In addition to the media and e-commerce capabilities of both agencies, the combined offering will also leverage on the wider WPP ecosystem. Both agencies believe that an integrated solution across media and e-commerce is now required as Amazon has become essential to the lives of consumers and brands.

The new offering will be available through Mindshare and POSSIBLE in Singapore, Seattle, New York, Cincinnati, San Francisco, Los Angeles, Atlanta and London. POSSIBLE brings several formal partnerships with Amazon, proprietary tools for shelf and AMS campaign management and dedicated employees providing expertise in strategy, content, AMS/Amazon Ad Platform (AAP) and analytics to the new service.

In addition, POSSIBLE’s recent acquisition of Marketplace Ignition deepens POSSIBLE’s expertise and experience in all aspects of the Amazon ecosystem from supply chain and operations, to assortment planning, operational marketing, content optimisation and search management.

Mindshare will bring its Shop+ media and commerce capability, which is already an established Amazon Media Group (AMG) partner and includes: SEO/SEM, content development, analytics and reporting as well as its status as one of a handful of approved Amazon Alexa developers – allowing Mindshare to create Skills for Amazon’s voice-activated AI assistant. Mindshare will also leverage GroupM’s mPlatform capability for programmatic services and will incubate this first-to-market, full-service solution for GroupM clients globally.

The comprehensive solution includes:

  • Media planning, buying and optimisation on Amazon integrated across clients' media investments.
  • E-commerce services synchronised with clients' media investments on Amazon.
  • Innovation services which are focused on building new brand experiences within the Amazon ecosystem such as Dash and Alexa.
  • Measurement, reporting and analytics, as well as a one-stop source for knowledge and insights about Amazon Prime members.

According to Joe Migliozzi, Shop+ lead at Mindshare, if brands aren’t thinking about Amazon as a media platform, they run the risk of becoming obsolete.

“Understanding where and how to spend media dollars on Amazon is important, and integrating that spend into the rest of your media strategy is where brand loyalty and greater demand are achieved. But in the end, if brands aren’t optimised on the platform, it doesn’t matter how much money you spend, that’s why I’m excited by our relationship with POSSIBLE,” Migliozzi said.

Frank Kochenash, global SVP of commerce at POSSIBLE, said that the potential for brands and retailers on Amazon is enormous.

“Our clients consistently ask POSSIBLE to be their one-stop-shop for Amazon, and now this partnership allows us to bring brands the deepest expertise across all the levers they need to pull. Mindshare are media experts and we are thrilled to partner with Migliozzi and his Shop+ team,” Kochenash added.

This is not the first time Mindshare and POSSIBLE have teamed up. In 2014, both agencies to launched Content+, a content unit aimed at generating real-time micro-content. The launch was the latest in the string of initiatives from Mindshare, including initiatives for audio (Audio+) and wearable technology (Life+).