Colgate-Palmolive has consolidated its Amazon commerce business in Europe with WPP, the companies have confirmed.   

As C-P's “Amazon Agency Of Record,”  WPP will support Colgate-Palmolive’s oral care, personal care and home care businesses via Amazon’s Retail, Integrated Amazon Advertising and Amazon cloud-based clean room solutions. 

WPP was awarded the business after a competitive review and has created a dedicated cross-agency solution led by VML’s Amazon Center of Excellence in Luxembourg. It will work with sibling GroupM agency Wavemaker.    

WPP said that its unified approach to planning and activation across all channels will be enabled through WPP Open, the company’s intelligent marketing operating system that will enable tailored activations across retail, content, media and measurement. 

Christy Borrowman, VP Digital Transformation, Europe at Colgate-Palmolive, said: “As part of our continued digital transformation we want to unlock the growth potential in digital commerce. With their Amazon Centre of Excellence team, VML brings deep Amazon and ecommerce expertise” that can drive growth and optimize media investments on Amazon for the company’s brands.   

“We are data-driven and need to get to better insights on ecommerce,” added Borrowman. “I’m confident this new model with WPP will ensure every Amazon ecosystem touchpoint drives deeper engagement, loyalty and, ultimately, conversion for our brands.”