Originally published on Digiday, written by Michael Burgi on June 23, 2022

Rounding out a series of moves to accelerate its e-commerce efforts and offerings — all of which have been announced at the Cannes Lions Festival of Creativity — Omnicom has struck a strategic collaboration with Kroger Precision Marketing that will deliver early-adopter opportunities to Omnicom clients.

The agreement, which includes other commercial and strategic benefits, will launch with Kroger Precision Marketing feeding its stock-on-shelf data sets on a daily basis to Omni, Omnicom’s marketing orchestration platform that underpins all Omnicom agencies. It’s essential for Omnicom, since no Kroger data is included in Omnicom’s Supply Chain IQ Score, which helps brands quickly and effectively re-direct media spend to deliver on business KPIs in a supply-strained environment.

To read more about this latest collaboration and how it will optimize and activate media investment to reduce waste, click HERE.