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News In the news2020-10-20

Sainsbury’s appoints Essence to lead multi-brand digital transformation

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Sainsbury’s has today revealed it will be appointing media agency ‘Essence’ to help advance its digital marketing transformation. The move aims to focus on a single customer experience, under one digital agency, across the businesses’ much-loved brands Sainsbury’s, Argos, and Tu Clothing. The Digital Centre of Marketing Excellence will focus on using consolidated customer data and insights to deliver relevant, dynamic and highly targeted digital experiences to customers.

Dave Harding, Head of Digital Marketing at Sainsbury’s said: “Our belief is that by bringing the teams together to create a single-minded strategy, we’ll be able to unlock the power of our own data, drive further innovation and make better investment decisions that will ultimately drive better experiences for our customers. Having worked with Essence for more than a year through Argos, we knew the team embodied our culture and ethos and are well placed to advance our team’s digital maturity”

The partnership will utilise in-house experts and agency specialists, with Essence managing display and social as well as providing technology and consultancy to Sainsbury’s’ growing team of internal marketing specialists.

Commenting on the partnership, Tim Irwin, CEO, EMEA at Essence, said “Sainsbury’s has committed to putting their customers at the heart of everything they do and see digital and technology, alongside customer experience as fundamental to helping them achieve this goal and future growth, values we share here at Essence. We’re delighted at the opportunity to help Sainsbury’s with the next phase of their digital transformation journey.”  

Sainsbury’s is one of the UK’s biggest multi brand, multi-channel retailers with over 1,400 Sainsbury’s supermarkets and convenience stores and almost 900 Argos stores in stand-alone and supermarket locations. The Habitat brand is available in 16 locations and online. Sainsbury’s continue to invest in technology-led innovation to drive easy, speedy and seamless shopping and £6 billion of sales across the business are now digital. 

Dave Harding, Head of Digital Marketing at Sainsbury's and Ryan Storrar, SVP, Head of Activation, spoke to The Drum about the partnership.