Omnicom Media Group (OMG), the media services division of Omnicom Group, has formed a strategic partnership with last-mile logistics app Glovo that will provide a wide range of benefits to Omnicom clients including elevated data insights, retail media benefits and first-look access to Glovo’s innovation roadmap.
The announcement marks the first partnership between Glovo and an agency holding company.
Founded in Barcelona in 2015, Glovo is one of the world’s leading multi-category apps with a strong position in 25 countries and more than 1,500 cities across Europe, Central Asia and Africa. Glovo’s mission is to “give everyone easy access to anything in their city” by using innovative technology that connects customers, businesses, couriers and brands. With retail media being one of the most innovative solutions in advertising, Glovo is continuously evolving its offering, enabling brands to engage with millions of customers at every stage of the journey from discovery to online order delivery. In 2022, the app saw 76% annual growth within its supermarket division and 120% annual growth in its non-food verticals. Over 10% of Glovo Q-commerce shoppers impulsively add additional products to their basket whilst at checkout, driving incremental sales potential for brands.
Glovo’s executive director partners & brands, Rodrigo Alier, said: “Glovo’s retail media platform is already providing the right opportunities for brands looking to achieve their growth objectives, but this is just the beginning of our journey in retail media. The partnership with OMG plays a pivotal role in achieving the expansion plans of our retail media assets. With millions of users on the Glovo platform who make purchases across our different categories daily, we are well-positioned to assist brands in building brand awareness and increasing their sales. Combining our data and analytics assets with OMG’s commerce capabilities will deliver exponential benefits to brands.”
The Glovo partnership is the latest first-to-market agreement between Omnicom Media Group and a leading retail media network, following August’s announcement that OMG had signed an industry-first deal with Tesco, the UK’s largest grocery retailer; and partnerships with Walmart and Amazon announced by OMG over the past year, in collaboration with Omnicom’s Transact ecommerce and retail media consultancy.
OMG EMEA’s CEO, Dan Clays, said: “As Omnicom’s recent acquisition of leading digital commerce platform Flywheel indicates, OMG is committed to being our client’s premier ecommerce partner. Our alliance with Glovo marks another step forward in delivering on that commitment, allowing us to unlock digital analytics and insights from one of EMEA’s fastest-growing retail media networks to deliver integrated, full-funnel media, commerce and measurement solutions that drive growth for our clients.”
Transact managing director Stefanie Cunningham said: “Our collaboration with Glovo’s evolving retail media offering brings great opportunities for our clients to target new, custom audiences, unlocking incremental brand revenue in an already high growth retail channel.”
Omnicom Media Group, the agencies of which include OMD, PHD and Hearts & Science, currently has the best net new business record among global media groups for 2023 to-date, with approximately $2.6 billion in incremental billings won, as reported by COMvergence. Recent wins across its agencies include Under Armour, HSBC, Beiersdorf, Grupo Bimbo and Virgin Voyages.
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