The Drum: Mindshare and Possible partner to offer brands full creative, data and media services across Amazon

By Kyle O'Brien

By Kyle O’Brien

WPP agencies Possible and Mindshare are partnering to launch a new offering to help brands leverage their media and ecommerce investments across the entire Amazon ecosystem. It’s a first-of-its-kind combination of the media planning and buying, data analysis and strategy expertise of Mindshare with the ecommerce, data analysis and creative expertise of Possible, according to a release.


“If brands aren’t thinking about Amazon as a media platform, they run the risk of becoming obsolete,” said Joe Migliozzi, Shop+ lead at Mindshare. “Understanding where and how to spend media dollars on Amazon is important, and integrating that spend into the rest of your media strategy is where brand loyalty and greater demand are achieved. But in the end, if brands aren’t optimized on the platform, it doesn’t matter how much money you spend, that’s why I’m excited by our relationship with Possible. Together, we can provide a brand everything they need to succeed on Amazon.”

Added Frank Kochenash, global senior vice president of commerce at Possible: “The potential for brands and retailers on Amazon is enormous, but they need a holistic strategy to succeed. That strategy needs to cover everything from retail fundamentals to media buying and planning. Our clients consistently ask Possible to be their one-stop-shop for Amazon, and now this partnership allows us to bring brands the deepest expertise across all the levers they need to pull. Mindshare are media experts and we are thrilled to partner with Joe and his Shop+ team.”

The combined offering will leverage the full media and ecommerce capabilities of both agencies and the wider WPP ecosystem.

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