GroupM bridges the gap between retail and media in new global partnership
GroupM has announced the launch of a global partnership with leading commerce technology provider Pacvue, designed to bridge the gap between the retail and media worlds.
To help clients navigate the challenging advertising ecosystem, the new Integrated Commerce Management solution will combine GroupM’s data, insights, and best practices, with Pacvue’s innovative technology. It will eliminate technological silos by unifying bespoke insights, media management, and retail operations exclusively for GroupM’s clients.
As retail media remains the fastest growing segment in digital advertising, according to GroupM forecasts, opportunity and complexity for brands has also been fuelled, often leading to increased connectivity and effectiveness issues for a number of data and technology providers.
“Our focus is on how we use technology to answer our clients’ business problems, drive incrementality, and simplify operational complexity. Our work with Pacvue makes that possible across markets, giving our clients the leading edge in a space where innovation has to be a constant,” said GroupM’s global head of commerce, Samantha Bukowski.
GroupM APAC’s head of client growth, Nathalie Pellegrini, added: “APAC’s dynamic ecommerce landscape presents unique opportunities and complexities for brands. Our collaboration with Pacvue blends their cutting-edge technology with our (GroupM) deep regional expertise, delivering a solution tailored to APAC and our clients’ specific needs. This empowers our clients to navigate market nuances, capitalize on emerging opportunities, and drive meaningful results.”
GroupM will utilise Pacvue’s capabilities across the three core areas of insights, media management and retail operations, to increase its speed to market for planning and activation on behalf of clients. The agency will be able to access newly integrated retailers and channels provided by Pacvue, giving clients a performance advantage. Plus, clients will be able to holistically monitor media through an easy-to-use retail interface and reporting dashboard.
“This partnership is a testament to our ability to work with partners like GroupM to build innovative and scalable solutions tailored to provide superior, differentiated benefits for clients,” said Melissa Burdick, co-founder and president at Pacvue.
“The platform is designed to unify media management and retail operations, offering a seamless experience that empowers brand partners to stay ahead in a dynamic market. By leveraging our combined expertise, we are enabling brands to gain deeper insights, optimize strategies and unlock new opportunities for growth and success.”
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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GroupM
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Melissa Burdick
Nathalie Pellegrini
Pacvue
retail
Retail Media
Samantha Bukowski
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