AdNews' Lindsay Bennett looks at the launch of a new consultancy to tackle Amazon.
Omnicom-owned agency Integer has launched an e-commerce consultancy to help brands leverage Amazon as the e-commerce giant launches in Australia today.
Integer, which launched globally in 2008, is rolling out the 'Digitail' consultancy offering which aims to educate Australian brands on the Amazon ecosystem and help establish market plans to meet the full needs of the channel.
Integer, which forms part of the TBWA Group, is led out of Sydney by general manager Wylie Fowler.
Fowler says the disruption Amazon represents could be seen as either a threat or an opportunity for local brands and retailers.
"We see it very much as an opportunity. By tapping into our global experience and decade of learnings, we are excited to help Australian brands and retailers thrive in what will be a new retail paradigm in our market,” Fowler says.
Representing more than 110 brands in 27 languages and producing more than 18,000 e-commerce assets per year for e-tailers globally, Integer’s Digitail offering is available in Colorado, Hamburg, Germany, Sao Paulo, Brazil, and now Sydney, to service clients worldwide.
As a result of its work, Integer has been recognised as "one of very few" Amazon Trusted Creative Partners.
Fowler adds: “It's more than online shopping, Amazon will force us to re-think content, media spend, digital and programmatic, customer service, and even our relationships with Australian retailers. There is a difference between selling on Amazon and being successful on Amazon – we offer the solutions and expertise to deliver the latter.”
Integer Group Digitail executive VP and global operation leader Morgan McAlenney says it's about "turning shoppers into buyers" on Amazon and beyond.
"We are set up to help brands and retailers find success on platforms including Amazon and international platforms such as Walmart.com, Tesco, GPA, Carrefour and many more," McAlenney says.