Grocery retailing giant Kroger confirmed today that it has selected Dentsu Aegis Network as its first integrated media agency of record after a formal review.
The company spent close to $180 million on measured media last year according to Kantar Media.
DAN will create a team to serve Kroger called fresh@dentsu, led out of full-service media and creative agency 360i as well as with specialists from Amplifi, M8, Merkle, MKTG and Posterscope.
The fresh@dentsu team will be responsible for media planning and buying for Kroger and its family of brands across all media channels, including TV, radio, print, OOH, search, social, display, online video, and streaming audio. The agency will also partner with Kroger to evaluate sponsorships.
Other Kroger brands include CityMarket, Food4Less, Fry’s Food Stores and others.
"The fresh@dentsu team stood out to us for their creative ability to think differently about our media planning and buying approach," stated Kay Vizon, Kroger's director of media. "We live in a hyperconnected world, requiring us to look at this part of our business more holistically – and with greater data – to accelerate growth and engagement. Dentsu's audience-first approach aligns with our principle of looking at the total customer to better understand their behaviors and motivators.”
Doug Rozen, Chief Media Officer, 360i, added that "Kroger is transforming the shopping experience by leveraging unique insights and a renewed brand spirit. Powered by Dentsu's M1 platform, we look forward to helping Kroger deliver people-based media across all channels and connected to business outcomes that drive growth across its entire footprint."