Morrisons launches advertising agency for supplier brands
// Morrisons is launching an in-house advertising agency for suppliers who stock their brands and products in its stores
// The supermarket said the new group would develop targeted advertising campaigns tailored to individual brand goals.
Morrisons has launched a new full-service in-house advertising agency team, named Morrisons Media Group, enabling vendor brands to deliver marketing campaigns to Morrisons clients.
In a statement, the grocer said the new media group “will harness creativity, data and technology and help brands advertise to customers through Morrisons-owned and external media platforms through a central function.
The new service for suppliers who stock their brands and products in Morrisons stores was unveiled at Morrisons’ annual supplier conference held in Bradford on September 22.
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The team will represent Morrisons customer, commerce and marketing priorities, with “the cutting-edge expertise to create creative campaigns that resonate with Morrisons customers and maximize brand partner ROI”.
The supermarket said the new group will develop targeted advertising campaigns, tailored to individual brand goals and objectives, throughout the customer journey.
It will also provide brands with opportunities to connect with customers across the full network of Morrisons stores, including major supermarkets, as well as the growing number of convenience stores and new online shopping channels such as Morrisons on Amazon. and fast delivery partners.
Morrisons said the new media service “significantly builds” on what was previously available to brands with more targeted marketing opportunities available on a store-by-store basis and the introduction of more digital channels.
By combining loyalty data from MyMorrisons and e-commerce data from Morrisons, the supermarket said “brands will have greater opportunities to connect with tailored audiences to deliver more personalized advertising and will be better able to track media investments through sales,” through product partnerships, seasonal events, and sampling activations.
Rachel Eyre, Morrisons Chief Customer and Marketing Officer, said: “We want to work more closely with our suppliers on targeted and successful campaigns that will benefit both their businesses and our customers. Morrisons Media Group’s new dedicated in-house agency team will do just that.
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