Conagra Brands, parent company to a portfolio of more than 100 consumer packaged goods brands, selected WPP-owned Barrows as its new commerce marketing agency of record following a competitive review.
Barrows aims to integrate shopper marketing, retail media, digital shelf presentation, and in-store activations for the CPG giant’s brands, which includes Slim Jim, Reddi-wip, Swiss Miss, and Orville Redenbacher’s.
WPP acquired a 35% stake in Barrows in 2012 and fully acquired the business in January. Barrows is part of WPP’s newly restructured commerce media offering, WPP Commerce, led by Brent Taylor. Before being appointed global CEO of WPP Commerce in April, Taylor was CEO of Barrows for more than nine years.
