• by Fern Siegel , Yesterday

Goodway Group has been appointed Shopper Marketing Agency of Record for Publix.

Creative on co-branded ad opportunities began in the first quarter. Publix's decision to consolidate its shopper marketing reflects a growing trend among grocers to strengthen consumer engagement and protect brand property. 

Paul Frampton-Calero, CEO of Goodway Group, told Agency Daily: "This work brings Goodway's connected commerce proposition to life, combining strategic consulting with deep operator expertise to help Publix strengthen brand partnerships, unlock new value, and create more seamless shopper experiences. Together, we're building a smarter, more integrated program for Publix, its partners and its shoppers."

U.S. commerce media ad spending is projected to grow by 19.6% in 2025, more than double the overall digital ad growth rate, according to a July 2025 Emarketer forecast.

The company operates 1,432 stores in Florida, Georgia, Alabama, Tennessee, South Carolina, North Carolina, Virginia and Kentucky.

The agency operates on bringing consulting, connection and commerce together for CPG brands. Its roster also includes Dell, Staples and Unleashed Brands.