WPP and Instacart Partner to Accelerate Online Grocery Advertising for CPG Brands
February 01 2022 - 10:00AM
Business Wire
WPP (NYSE: WPP) and Instacart, the leading online grocery
platform in North America, today announced a new partnership
offering advertising solutions and measurement tools for CPG
brands. The first of its kind partnership will give WPP and its
clients early insight into Instacart Ads product offerings and
access to new tools and features on the platform.
With the largest footprint across the CPG category globally, WPP
recognized the importance of building advanced retail and commerce
capabilities early on. The partnership with Instacart Ads, which
offers a robust suite of advertising products, reflects WPP’s
commitment to lead the market by delivering advanced, end-to-end
commerce solutions that allow brands to thrive in online
environments.
As the inaugural Analytics API partner, WPP will gain access to
a custom analytics API and data integration tool that enables WPP
agencies to develop unique insights for clients, including basket
analysis and lifetime value. The partnership will also include
custom campaign measurement and management indexes to ensure
clients can optimize spend and sustainable growth on the
platform.
Additionally, the companies will co-develop the first Instacart
Ads agency certification program designed to provide teams with an
advanced level of proficiency across Instacart’s app and products.
As part of this commitment, WPP and Instacart Ads will collaborate
on the learning agenda and content, and WPP teams will gain access
to the certification program before it is launched to the general
market. WPP has committed to having 1,000 employees certified by
the program within the first six months of launch.
Doug Chavez, Vice President of Strategic Partnerships at WPP,
said: “The pandemic has rapidly transformed the way people shop
and what they expect from brands online. This behavioral shift
means we need to use cutting-edge advertising tools for brands that
now need to connect and engage with their consumers across all
channels. We are delighted that our new partnership with Instacart
Ads will allow WPP agencies to deliver even more innovative
solutions to clients that enhance the online grocery shopping
experience.”
Ryan Mayward, Vice President of Sales at Instacart, said:
“Instacart Ads is designed to support brands of all sizes, helping
them access the opportunity to deeply engage with their customers
online. We’re excited to partner with WPP to continue delivering
that experience and together equip brands to succeed in the digital
aisles with robust insights capabilities and educational
resources.”
About WPP
WPP is the creative transformation company. We use the power of
creativity to build better futures for our people, planet, clients
and communities. For more information, visit www.wpp.com.
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Martina Suess, WPP +1-917-456-5049 Martina.suess@wpp.com
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