This strategic partnership aims to enhance Colgate-Palmolive’s digital transformation efforts, particularly in the realms of commerce, data, media, and technology.
WPP’s role will encompass supporting Colgate-Palmolive’s oral care, personal care, and home care sectors by implementing a comprehensive data-driven, full-funnel approach on Amazon. This will leverage Amazon’s Retail, Integrated Amazon Advertising, and cloud-based clean room solutions to boost both brand presence and sales across multiple channels.
This decision underscores Colgate-Palmolive’s ongoing investment in digital commerce and its commitment to strengthening omnichannel marketing strategies. The appointment followed a competitive review, highlighting the need for a unified approach across Amazon’s various platforms. The bespoke solution, managed by VML’s Amazon Centre of Excellence in Luxembourg and GroupM’s Wavemaker, aims to seamlessly integrate sales, media, and brand teams. By aligning insights and data throughout the customer journey, WPP’s proprietary Amazon tech stack, including the market-leading Amazon Marketing Cloud (AMC) Insights solution, is expected to provide Colgate-Palmolive brands with a significant competitive advantage.
The AMC Insights solution is designed to translate Amazon-level data into actionable insights, enhancing precision in audience targeting and optimizing retail media investments. The unified approach facilitated by WPP Open, WPP’s intelligent marketing operating system, promises increased visibility into marketing and business performance, coupled with highly effective, tailored activations across retail, content, media, and measurement.
Christy Borrowman, VP of Digital Transformation for Europe at Colgate-Palmolive, expressed confidence in the partnership, stating: “With VML’s deep Amazon and ecommerce expertise, we aim to unlock growth potential in digital commerce and optimize our media investment on Amazon. This new model will ensure every Amazon touchpoint enhances engagement, loyalty, and conversion for our brands.”
Gemma Spence, Chief Digital Commerce Officer, EMEA at VML, and WPP Colgate-Palmolive Commerce Lead, added: “We are excited to be selected as Colgate Europe’s agency of record for Amazon. Our integrated planning and delivery approach, powered by WPP Open and our AMC solution, will equip Colgate-Palmolive’s brands to navigate the complexities of today’s digital landscape.”
This collaboration marks a significant step in Colgate-Palmolive’s digital evolution, poised to leverage WPP’s capabilities for sustained growth in the highly competitive ecommerce space.
