Migros appoints WPP as strategic communications partner

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Swiss retailer Migros Fachmarkt AG has appointed WPP as its strategic communications partner to help it re-evaluate the commerce experience for its specialist retail brands.

With experiences increasingly linked to how consumers shop, brands are looking to communications partners who can combine innovative ideas with in-depth commerce skills, underpinned by specialist data and technical capabilities.

Migros’ decision to compress its agency accounts into an integrated agency model showcase the power of WPP’s offer to clients, which aims to creatively transform business and marketing strategies to release growth.

The account was rewarded following a four-month key to identify a data-driven and consumer-centric team and involved three international agencies belonging to companies and several local agencies. It is the latest in a series of new business wins demanding consolidated WPP teams.

WPP’s new tailor-made model for Migros Fachmarkt AG, Team Connect, will bring together talent and skilled people from across its agencies in Switzerland, including Ogilvy, Scholz & Friends, and Wunderman Thompson, to work across the full range of Migros Fachmarkt brands

 Do it Garden, Electronics, Micasa, SportXX, and Bike World. Team Connect will support consolidated production capabilities through Hogarth whilst also drawing on retail expertise from Scholz & Friends Commerce in Germany and specialists from WPP’s data products company Choreograph.

The team will work in partnership with Migros on two main focus areas: innovative strategy, to strengthen brand value across the specialist store brands and set new standards in Swiss retail by utilizing the latest innovations in data, tech, and omnichannel commerce; and content and production, to enable brands to respond to the fast-growing market landscape and consumer demands.

Patrik Pörtig, CEO of Migros Fachmarkt AG, said: “A new agency speak to like Team Connect is the future because brands in retail today have to be much more data-driven and customer-oriented. There are increasingly more opportunities to support collaboration across our specialist markets – especially in the use of data, but also in customer experience and production

In Team Connect we have found the right partner for our modification journey and now have the chance to build something completely innovative: a truly integrated and highly agile team with the best skills that WPP has to offer.”

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