Morrisons has established Morrisons Media Group for its supplier brands to reach customers through its media platforms.
The announcement came at its Supplier Conference in Bradford.
The full-service internal advertising operation is being delivered in partnership with SMG, which is based in London, Liverpool and Manchester.
Brands will be able to advertise to customers through its owned and external media platforms through a single central function. This will cover not just its stores, but its ecommerce and Amazon sites.
“We want to work more closely with our suppliers on targeted, high-performing campaigns that will benefit both their businesses and our customers,” said Rachel Eyre, Morrisons Chief Customer and Marketing Officer.
“The new dedicated internal agency team at Morrisons Media Group will do just that.”
The in-house team will create “targeted, insight-led and creative advertising campaigns” for brands, this will be led by data taken from its loyalty scheme and ecommerce.
“We’re delighted to partner with Morrisons,” added Sam Knights, Chief Executive Officer at SMG.
“With its scale and diversity across UK grocery, convenience and e-commerce, as well as their market-leading data availability, Morrisons represents a brilliant opportunity for suppliers to amplify their brand presence in a targeted, connected way, across the full path to purchase.”
