Dive Brief:
- Jet.com selected Maxus Americas, a media agency under WPP’s GroupM umbrella, as the agency of record for its expected $80 million U.S. multi-channel media spend.
- According to a statement from Jet.com, Maxus will "specifically focus" on the TV portion of the spend overseeing planning, buying and analytics.
- Jet.com has attracted 2.4 million members in less than six months after launching in July last year.
Dive Insight:
Maxus Americas replaces previous incumbent Ocean Agency. The creative portion of the account wasn’t under review and will remain with R/GA.
"We are super excited to be partnering with Jet. They are a business fueled by an incredible vision and culture and this relationship builds on our commonly shared goal to be leaders, innovators, and market disrupters. They're changing the game in retail, and we're looking forward to helping them drive this change in media," Steve Williams, CEO of Maxus Americas, said in a statement.
Jet.com Chief Customer Officer, Liza Landsman, pointed out Maxus’ "full-service capabilities" as well as the "the buying leverage that their GroupM connection brings" as reasons by the online retailer expects Maxus to be what Landsman described as "a great partner."
Following its launch last year, Jet.com has been trying to make inroads in the e-commerce space. With rival Amazon ramping up its efforts in all areas including apparel and shipping, the newcomer is going to have to work hard to win over American consumers and position its brand.