WPP's GroupM Finalizes Dedicated Agency for Target
GroupM has created a new, Minneapolis-based agency called Team Arrow Partners for its Target client.
"With roots in Minneapolis and the impressive resources of GroupM, the formation of Team Arrow brings together the incredible expertise needed to fuse analytics, insights and creativity to drive Target's business forward," said Kristi Argyilan, senior VP-media and guest engagement at Target.
Team Arrow will employ more than 30 people in the Minneapolis area, working in areas including strategy, media planning, digital and analytics, GroupM said. The new agency will also tap into the WPP media agency network's resources in the U.S.
Jason Harrison, founding CEO of GroupM's Gain Theory consultancy, has been named CEO of the new agency.
"Jason and Team Arrow will deliver a new approach to media planning and activation that will help Target bring its iconic marketing moments to life," said Brian Lesser, CEO, GroupM North America.
The shop has also hired Nicole Pomerleau as chief client officer. Most recently, she was media director at Colle & McVoy.
The launch of the new GroupM offering also comes follows conversations WPP-backed Haworth has been having with Target competitor Walmart. Target months ago began transitioning its business from Haworth, where its relationship dates back to 1970 as a founding client.
"We have had conversations with Haworth Marketing and Media," a Walmart spokesman said in an email in April. "They are a great agency with unique capabilities that could be an interesting partner in the future." It's not clear where those discussions are today.
Target reported net ad costs of $1.43 billion, according to the company's 10-K for the year ended January 2016.
Walmart is continuing to work with Publicis Groupe's MediaVest through the end of its fiscal year, which ends Jan. 31, 2017.