Colgate-Palmolive has selected WPP as its agency of record for Amazon, in a move that will see it head up commercial and data driven links with the online giant in Europe.

WPP will support Colgate-Palmolive across its oral care, personal care and home care business, and across Amazon’s retail, integrated Amazon advertising, and Amazon cloud based clean room solutions.

The move is designed to help the business accelerate its omnichannel brand and sales impact.

WPP’s win comes after Colgate-Palmolive held a competitive review in order to integrate critical Amazon workstreams.

The distinct new end-to-end cross-agency function model from WPP has been driven and scaled across the region in collaboration with local talent.

The move reflects Colgate-Palmolive’s continued investment in digital commerce and further enhances its robust omnichannel marketing strategies.

“As part of our continued digital transformation we want to unlock the growth potential in digital commerce. With their Amazon Centre of Excellence team,” said Colgate Europe vice president of digital transportation Christy Borrowman.

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She added that the move  would “enable long-term growth for our brands and optimise [Colgate Palmolive’s] media investment on Amazon”.

“I’m confident this new model with WPP will ensure every Amazon ecosystem touchpoint drives deeper engagement, loyalty and, ultimately, conversion for our brands,” she added.

VML chief digital commerce officer for EMEA and WPP Colgate Palmolive commerce lead Gemma Spence said the team was “thrilled” to be selected by Colgate Europe.

“We are confident that the WPP Open-enabled workflow, driven by our world-class AMC [Amazon Marketing Cloud] solution, will better equip Colgate-Palmolive’s strong brands to meet the evolving demands of today’s dynamic digital landscape,” she continued.