Colgate-Palmolive names WPP as Lead Amazon Agency for Europe

Colgate-Palmolive has appointed WPP as its main Amazon agency in key European markets, centralizing its Amazon media operations with one firm. WPP will assist Colgate-Palmolive’s oral care, personal care, and home care divisions in implementing a more data-focused, comprehensive strategy on Amazon to enhance brand and sales performance through Amazon’s Retail, Integrated Amazon Advertising, and cloud-based clean room solutions.

This achievement showcases Colgate-Palmolive’s ongoing commitment to digital commerce and strengthens its omnichannel marketing strategies. WPP secured the contract after a competitive review aimed at streamlining essential Amazon operations. A new, integrated, cross-agency functional model will be developed and scaled across the region, collaborating with local talent. This customized solution, led by VML’s Amazon Centre of Excellence in Luxembourg and partnered with GroupM’s Wavemaker, aims to synchronize sales, media, and brand teams by integrating insights and data throughout the customer journey.

WPP’s proprietary Amazon technology suite, including the leading Amazon Marketing Cloud (AMC) Insights solution, will be leveraged to drive significant growth for Colgate-Palmolive brands on Amazon. The AMC Insights model translates Amazon-level insights into actionable strategies for precise audience targeting, providing Colgate-Palmolive with a competitive advantage in retail media investments.

This coordinated approach to planning and execution across all channels, facilitated by WPP Open, the company’s intelligent marketing operating system, will enhance visibility into marketing and business performance, delivering tailored activations across retail, content, media, and measurement.

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