Kroger Selects Dentsu Aegis Network Team Led by 360i as Integrated Media Agency of Record

July 8, 2020

We’re excited to share that The Kroger Co., America’s largest grocery retailer, has selected Dentsu Aegis Network (DAN) as its first integrated media agency of record. DAN will create a team to serve Kroger called fresh@dentsu, led out of 360i with experts from Amplifi, M8, Merkle, and Posterscope. The fresh@dentsu team will be responsible for media planning and buying for Kroger and its family of brands across all media channels, including TV, radio, print, OOH, search, social, display, online video, and streaming audio. The fresh@dentsu team will also partner with Kroger to evaluate their sponsorships.

“The fresh@dentsu team stood out to us for their creative ability to think differently about our media planning and buying approach,” stated Kay Vizon, Kroger’s director of media. “We live in a hyperconnected world, requiring us to look at this part of our business more holistically – and with greater data – to accelerate growth and engagement. Dentsu’s audience-first approach aligns perfectly with our principle of looking at the total customer to better understand their behaviors and motivators and what really resonates with them, providing us with a continuous competitive advantage.”

“We’re excited and honored to be partnering with Kroger, a brand that has a rich history and passion for serving its customers,” said Doug Rozen, Chief Media Officer, 360i. “Kroger is transforming the shopping experience by leveraging unique insights and a renewed brand spirit. Powered by Dentsu’s M1 platform, we look forward to helping Kroger deliver people-based media across all channels and connected to business outcomes that drive growth across its entire footprint.”

Kroger joins 360i’s growing portfolio of Media AOR relationships including McCormick, American Eagle Outfitters, 7-Eleven, Advance Auto Parts, Shiseido, Chili’s, Pernod Ricard, DSW, and more. Additionally, 360i was named a Leader in the Forrester Wave: Performance Marketing Agencies Q4 2019, following a strong creative year that included winning a Cannes Lions Grand Prix for industry-leading Voice work for HBO’s Westworld: The Maze.

You can read more about this new partnership in Adweek.