Publicis Media Asia Pacific today announced the launch of Publicis Commerce, in partnership with sister agency Interactive Solutions.
The unit will combine Publicis Media’s media buying, planning and analytics capabilities with Interactive Solutions’ experience advising more than 200 e-retailers.
“The linear marketing funnel of awareness, consideration and purchase will be flattened by end-to-end eCommerce experiences and marketers will continue to shift spend to more accountable and frictionless media,” said Ken Mandel, president of innovation and commerce, Publicis Media APAC, who will also lead Publicis Commerce.
“Our new offer positions us exactly where we can most help our clients; at the intersection of media and commerce.”
Piotr Morkowski, CEO of Interactive Solutions, said: “We will be the first to offer comprehensive support of the ecommerce and digital purchasing ecosystem, combining visibility and conversion tools, with precisely targeted traffic.”
Asia-Pacific is forecast to take 60 percent of global retail ecommerce in 2017, despite ecommerce only representing around 14 percent of retail sales in the region.
Gerry Boyle, Publicis Media APAC CEO, said: “We may start to see a shift from what we have traditionally considered to be ‘media dollars’ towards ‘commerce dollars’, as advertisers continue to search for a more direct and measurable relationship between their marketing and sales efforts.”