‘Big four’ supermarket chain Morrisons has launched an internal advertising agency, the Morrisons Media Group, which will help supplier brands deliver bespoke campaigns to the grocer’s extensive customer base.
Unveiled at Morrisons’ annual Suppliers’ Conference in Bradford earlier today, Morrisons Media Group will use creativity, data and technology to help brands develop insight-led, innovative campaigns that maximise ROI.
The new agency will aim to give brands access to new customer cohorts via a range of owned channels, including in-store and online media, alongside third party media campaigns leveraging digital and social.
Delivered in partnership with commerce marketing specialist SMG, the service will offer brands the chance to create truly targeted, personalised campaigns, with access to the length and breadth of Morrison’s extensive commercial network, which includes Amazon and rapid delivery partners.
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“We want to work more closely with our suppliers on targeted, high-performing campaigns that will benefit both their businesses and our customers,” Morrisons chief customer and marketing officer, Rachel Eyre said. “The new dedicated internal agency team at Morrisons Media Group will do just that.”
SMG CEO, Sam Knights added: “We’re delighted to partner with Morrisons. With its scale and diversity across UK grocery, convenience and ecommerce, as well as their market-leading data availability, Morrisons represents a brilliant opportunity for suppliers to amplify their brand presence in a targeted, connected way, across the full path to purchase.”
The news comes as the Yorkshire-based retailer recently announced a review of its creative agencies, saying that it is ‘evaluating the changing role of supermarkets in consumers’ lives’ after being overtaken by Aldi as the UK’s fourth-largest grocer.
