GroupM has created a new, Minneapolis-based agency called Team Arrow Partners to service its new big-box retailer client Target. The Minneapolis-based Target shifted its $500 million media assignment to GroupM in April.
“With roots in Minneapolis and the impressive resources of GroupM, the formation of Team Arrow brings together the incredible expertise needed to fuse analytics, insights and creativity to drive Target’s business forward,” stated Kristi Argyilan, senior vice president of media and guest engagement, Target.
Jason Harrison has been named CEO of Team Arrow Partners. He was most recently the founding CEO of GroupM’s Gain Theory, a marketing consultancy launched in 2015 to help advertisers leverage data and insights in marketing decisions. Prior to that, he held senior-level data, technology and consulting roles at GroupM’s Maxus, IPG’s Mediabrands, Johnson & Johnson, and Ernst & Young.
“Jason and Team Arrow will deliver a new approach to media planning and activation that will help Target bring its iconic marketing moments to life,” stated Brian Lesser, CEO, GroupM North America.
Also joining Team Arrow as chief client officer is Nicole Pomerleau, who was most recently media director at Colle & McVoy.
Team Arrow will employ more than 30 people in Minneapolis in areas including strategy, media planning, digital and analytics. The agency will also tap into GroupM’s expertise and resources in New York, San Francisco, Los Angeles, Boston and Detroit.