• by Steve McClellan  @mp_mcclellan, February 18, 2022

Swiss retailer Migros Fachmarkt AG has appointed WPP as its strategic marketing and communications partner to help it transform its commerce operations for its specialist retail brands. The award followed a four-month pitch process involving several other companies. The win is significant, as all the holding companies are touting commerce, data and transformation capabilities as key drivers of future growth. 

The company spends an estimated $300 million on measured media annually according to agency research firm COMvergence.

The holding company has created a dedicated entity called Team Connect which will bring together talent and resources from across its agencies in Switzerland, including Ogilvy, retail specialist Scholz & Friends and Wunderman Thompson. Production unit Hogarth and data agency Choregraph will also contribute.

The client’s brands include DIY retailer Do it +Garden, appliance and electronics retailer Melectronics, home furnishings company Micasa, sporting goods firm SportXX and Bike World.

Patrik Pörtig, CEO of Migros Fachmarkt AG, stated,"A new agency approach like Team Connect is the future because brands in retail today have to be much more data-driven and customer-oriented. There are increasingly more opportunities to leverage synergies across our specialist markets, especially in the use of data, but also in customer experience and in production.”

WPP CEO Mark Read added that the firm is looking forward to serving its new client and “helping its retail brands respond to evolving consumer needs and creating more connected commerce experiences."