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Jet.com Taps WPP's Maxus for Media as It Seeks for U.S. Growth

Media Spend Will be Around $80 million

By Published on .

A TV spot for Jet.com by R/GA dramatized the service blowing people's minds.
A TV spot for Jet.com by R/GA dramatized the service blowing people's minds. Credit: Courtesy Jet.com

Jet.com has tapped Maxus to support its media business as the retailer charts its next phase of growth in the U.S., Jet said in a statement Thursday.

The WPP media agency will lead multi-channel media planning for the e-tailer and oversee planning, buying and analytics, largely focused on the TV portion of Jet's overall media spend, according to the statement. Spending will be around $80 million.

"We look forward to working with Maxus as we approach the next phase of growth," said Liza Landsman, Jet's chief customer officer, in the statement. "Their full-service capabilities and the buying leverage that their GroupM connection brings will make them a great partner."

Maxus, which won the business following a review, will replace incumbent Ocean Media. Interpublic Group of Cos' R/GA will continue to support the creative portion of the account, which was not up for review.

Maxus is part of the GroupM network within holding company WPP.

Jet, which Marc Lore, the entrepreneurial brains behind Diapers.com, founded last year as a way of taking on Amazon, has already seen its share of struggles. Though the Hoboken-based company is well-funded, with $545 million in venture capital investment from the likes of Bain Capital and Fidelity Investments, it's also reportedly spending quickly as it attempts to reach retail consumers unfamiliar with the brand. Just a few months after Jet's launch last summer, Mr. Lore said the company was scrapping its $50 annual membership fee in an effort to woo more online shoppers eager for a bargain. Some of the startup's Christmas orders were also delayed, which led to a backlash from consumers.

In its first year of operation, Jet.com planned to spend $100 million on marketing. Early efforts included a TV spot and outdoor ads on billboards, buses and trains in 10 cities across the country.

Contributing: Adrianne Pasquarelli

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