• by Larissa Faw , January 11, 2018

Omnicom's The Integer Group is expanding its Digitail practice, opening the agency's first ecommerce consultancy in Sydney following the recent launch of Amazon in Australia.

Wylie Fowler, general manager of Integer Sydney will lead the operations. "When it comes to ecommerce, there wasn't previously a need for sophistication here," says Fowler. "Amazon's launch changes that."

Fowler oversees a team of 18, and will draw from the digital and production arms of parent company TBWA Group Australia and Integer's global network Digitail team as the consultancy ramps up. They will help clients "immediately embrace and thrive" in what will be a new retail paradigm, says Fowler. As the shop gains scale, he plans to expand his portfolio of specialists and service offerings.

"Now that shopping is happening anytime and anywhere, and eRetailers like Amazon, Alibaba and Rakuten continue to cross borders and expand into new markets," there is a need for expertise and global reach to guide clients and deliver solutions, says Morgan McAlenney, executive vice president, global operation lead, Digitail, Integer Group.

Digitail is headquartered in Denver, and has regional hubs in Hamburg, Germany and Sao Paulo, Brazil. Launched in 2008, Digitail is designed to provide clients with end-to-end strategies and services to "win search" and convert shoppers into purchasers. The consultancy works with over 110 brands in 27 languages and produces more than 18,000 ecommerce assets per year for eRetailers globally.