Tokopedia partners GroupM to bolster eCommerce and marketing capabilities


Indonesian eCommerce giant Tokopedia has partnered with GroupM in a bid to give clients more value when campaigns are activated on the former’s platform. As part of the partnership, GroupM’s clients will be able to gain preferred access to new inventory, exclusive benefits on advertising and promotions, including Tokopedia Festive Campaigns such as the upcoming Tokopedia 11th Anniversary campaign in August 2020.

According to both parties, the aim of the partnership is to unlock the potential of eCommerce for clients. Tokopedia looks to empower GroupM and its agencies to leverage its marketing solutions and tools, such as TopAds, to drive business growth and improve the shopper experience. Through this partnership, GroupM and its agencies (Mindshare, MediaCom, Wavemaker, Essence and m/SIX) aim offer clients a holistic eCommerce solution from strategy to performance marketing, off and on the platform.

The Tokopedia partnership will be managed by the GroupM Commerce Indonesia team, which is led by Jennifer Marquet-Béraud.

Kevin Mintaraga, Tokopedia’s vice president said, “We are excited to form a partnership that combines Tokopedia’s expertise of understanding e-Commerce’s data centric consumer behaviour, end-to-end marketing funnel from generating awareness to converting purchases, with GroupM’s vast variety of clients and the strong market knowledge, understanding customer insights, media planning, and Return of Advertising Spend (ROAS) driven marketing. Through this partnership, we will help brands to drive growth on their online sales, while ensuring we deliver the best possible ROAS to the brand.”

Meanwhile, Himanshu Shekhar, CEO of GroupM Indonesia, said the agency is bullish about accelerating the growth of eCommerce together with Tokopedia and its clients. Through this strategic partnership, he added that the agency can further strengthen its eCommerce capability to build its clients’ businesses. “Given the impact of COVID-19, we see eCommerce as a key pillar in stimulating more demand, and helping not just our clients, but also the economy,” he said.

Earlier this month, GroupM forged a partnership with Southeast Asian eCommerce company Lazada to give the agency's clients preferential access and pricing for Lazada Group marketing assets. As part of the partnership, Lazada will also provide GroupM with eCommerce knowledge and tools to help brands under the LazMall channel deliver a better online shopping experience to its customers. The partnership covers all six Southeast Asia markets where Lazada Group has operations in, namely Singapore, Malaysia, Indonesia, the Philippines, Thailand, and Vietnam. It is currently managed by GroupM Commerce, and led by GroupM’s COO for Asia Pacific, Jon Thurlow. 

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