June 10, 2023
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Integer

About The Integer Group® We are the Growth Company. The challenges that marketers lose sleep over are the very things we dream about: uncovering, creating and sustaining Growth for the brands we work with. We believe in the power of data-driven intelligence to uncover the most rewarding Growth opportunities with our clients and to fuel creativity that delivers results. Our work starts conversations, creates connections and drives conversion that can be measured and optimized in real time through our core capabilities: Retail Experience Design, Retail Marketing, eCommerce & Social Commerce, Connected Commerce Media, Brand Communications & Activation, and Technology & Innovation. Integer is a key member of Omnicom Group Inc. and Omnicom Commerce Group. Integer also serves as the commerce arm of TBWA\Worldwide. With more than 1,000 data and culture-driven associates in 21 offices around the globe, we are all commonly focused on growth for clients, including AT&T, FedEx, Frito-Lay, Michelin, Nestlé, P&G, PepsiCo, Starbucks and more.


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Integer Shares the Biggest Ideas of Their Shop Talk 2023
Integer Posted On April 4, 2023


Shop Talk ended last Thursday, and as we headed back into this work week, our leadership circled up to synthesize the conference insights that provoked new ideas. These are the key takeaways that are top of mind for them as they approach client growth this week and why they think Integer is ready for the future:

  • “Right now, it’s a retailer’s game. New retail media networks are coming online seemingly daily. Success will be about reporting and automation tools, commerce connection tools and dynamic AI creative tools. Brands need a clear strategic path of where to play, how to play, and what their definition of success is. Integer’s deep expertise with retailers, human understanding of shoppers, and advanced media knowledge makes us well suited to fulfill our commitment to Great Work That Works.”—Amy Vollet, SVP, Executive Media Director
  • “In the ever-changing retail environment, it is essential for brands and retailers to adapt quickly while listening to their consumers and customers for feedback, data, and insights to future-proof their business. Listen to your customer. This completely aligns with Integer’s belief of the importance of taking a human-centric approach to solve for paths to grow for our clients.”—Marion Tharp, VP, Growth & Marketing
  • “At ShopTalk 2023, every single presentation and meeting included references to data, retail media, and social/influencers as core elements of driving omnichannel success. It’s very clear that these are critical components of driving growth for clients today, and as The Growth Company we are perfectly positioned to leverage our leadership expertise and omnichannel capabilities to help brands find transformational growth.”—Marc Ducnuigeen, President & COO
  • “For me, the sense around ShopTalk 2023 was a big ‘sigh of relief’, and a process of people settling in for the next few years to see how the current economic situation plays out. The focus on technology has waned along with the complexity of new services like BOPIS, curbside and same-day delivery brought on by the Pandemic. Profitability has emerged as a new theme for both retailers and brands respectively, focusing on emerging retail media networks, a return to physical stores and true omnichannel integration. It was also great to hear from retailers a renewed focus on their stores and the people who work there, enabling them with new tools and delivering a great customer experience.”—Steve White, Chief Commerce Officer/CCO
  • “Unified” would be the word I took away from ShopTalk. Whether it’s marketers seeking or vendors promising more unified data sets to paint complete and actionable portraits of shoppers’ behaviors and interactions with brands. Or everyone striving to create more unified narratives with their shoppers that feel tailored and personal yet can be delivered efficiently at scale. All of it had me thinking… how do we continue evolving from telling branded stories to having branded conversations fueled by these more unified data sets and tools, yet that still have heart?”—Armand Parra, SVP, Business Strategy

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Integer’s Steve White Tells Us Five Things for Retail Trends and Predictions in 2023
Integer Posted On January 16, 2023 


original content

It’s with genuine excitement that I start to write my annual Five Things article for 2023. This past year saw me transition to a new position as Chief Commerce Officer and return to Integer, a company that has always been close to my heart and where I first fell in love with digital and retail.

 As I return to write down these thoughts, I continue to be amazed by the progress and diversity of change that has happened in just one, short, year. I keep thinking I will run out of topics and that the pace of change will slow down but I have been proven wrong once again…and thankfully so.

 To start, it is great to revisit my mindset from a year ago and contextualize it with the year that has been. Looking all the way back to January of 2022, my Five Things for last year really centered on consumer’s excitement around returning to in-person shopping. Also, how retailers were ready to welcome them, and their new expectations around what a shopping experience could (and should) be. You will see that continue to evolve this year as numbers from the Census Bureau and others consistently show tremendous growth. I spoke specifically about real-time service integration, like BOPIS and curbside, finally gaining maturity and how it is hard to imagine a time when they weren’t readily available. That includes a Starbucks coffee coming out with my Target curbside!

 I got some things wrong last year too, well at least partially. We didn’t see the advancements in digital tools creating more value exchange for consumers and made very few strides in improving accessibility and equality in the landscape. As you will read below, technology may be taking a bit of a turn but the need for that accessibility will remain. Finally, 2022 may have been the year of maturity for Retailer Media, which I didn’t even mention, and I won’t leave it out this time around.

 As for 2023, we are going to see a shift in technology focus for retailers as they try to tackle improved operational efficiency. This will make way for ecommerce product innovations, both in the stores and the products they sell. Additionally, the returns problem, as highlighted in the great 2021 article by Amanda Mull from The Atlantic, may be one of the keys to solving profitability, a huge focus for retail as recession looms.

 Stores Continue to Adopt the Best of Online

As I visited local malls during holiday shopping, there was no missing the “DTC Darlings” that were well represented in full brick-and-mortar. Warby Parker, Casper and a multitude of athletic and clothing brands made up as many as 20% of stores in some places. By now it is well documented that DTC is more of a launch strategy than a holistic business proposition and access to the full suite of shoppers must, ultimately, come from physical stores.

 However, DTC has dramatically changed expectations around product and, specifically, what to expect in stores including ratings and reviews, video, AR and customization. In 2021 and 22, we saw that shoppers specifically indicated a desire to replicate online shopping tools in the real world. People see value in product reviews (56%) and things like price comparison tools (39%), and for those who are under-30, 80% said they would be more likely to shop in such stores, according to a Reflect study.

 Mass adoption of QR-codes and built-in mobile features like PWAs and NFC make it easier than ever to provide these types of experiences without major consumer-focused technology investments. As a result, we may see technology resources start to be re-allocated in 2023.

 Retailers as Platforms

Maybe the largest shift we will see in this era of ‘digital transformation’ will be technology focus moving away from consumer-centric apps and toward store operations and efficiency. In many cases we will see retailers following the lead of companies like Walmart and placing more power in the hands of associates, everything from timesheet management to utilizing AR with customers.

Others are focusing on using AI to better plan inventory and expedite store layout solutions. It also wouldn’t surprise me to see both the operational (employee) and consumer-facing tools come closer together. This reality will turn retailers into platforms comprised of digital tools, physical stores and integrated systems for inventory, POS, marketing, transactions, and promotions. This reality will also empower the next trend in direct-to-consumer offerings.

 Direct-to-consumer Breaks Free

As we have learned over the last handful of years, direct-to-consumer retailing is hard…and not very profitable. A big part of the investment traditionally has been the platform set-up, design, and maintenance to enable these transactions. Brands who wanted to sell direct had little option but to create a fully functioning store. That is going to rapidly evolve in 2023. Instead of one centralized storefront, brands and retailers are going to be able to empower transactions across channels utilizing the best tools for each circumstance.

 As I write this, Shopify has just launched a component-based architecture, creating a ‘headless’ ecommerce platform. Just the latest move from a company who understands the future of ecommerce, specifically DTC, doesn’t have to be a one-size-fits-all proposition. In fact, we are going to start to see commerce ‘engines’ powering individual experiences, sometimes on multiple different platforms, across the same company.

 These new technology structures allow for a de-coupling of inventory, customer data and functionalities from the transactional nature of individual interactions. All these disparate experiences will be ‘tied’ together on the back end and activated via APIs to suit the channel and desired commerce experience upon it. Thus, providing more flexible, cheaper and faster options to react in the market. The result is it will be easier for legacy retailers to act like DTC-startups and for DTC brands to transition into physical retail, all to the benefit of the end consumer…and continued evolution toward platforms.

 Product Innovation and Returns hold the Key to Profitability

Even outside of DTC, delivering profitability across the omni-channel landscape is a priority for retailers and brands alike. Every aspect of product, operations and fulfillment are being analyzed to find new or better ways to deliver for clients. If the Pandemic was about quickly standing up new services, this year will be about making them work smarter. I believe that both product and returns provide huge upside opportunities in the creation of this bottom-line savings.

 Its 2023 and we are only a year away from Forrester’s prediction of eclipsing 1/4 of all sales online, but we are still (for the most part) selling products online which were designed for display on store shelves. Sometimes these products are hard to package, or hard to break into ‘eaches’ or just plain inefficient to ship. There is now critical mass of demand from consumers for brands to start doing more innovation around product design, mix and sizing specific to the online channel, with profitability as a key design tenet.

 On the other end, ecommerce in general generates a 30% return rate (an even higher amount in certain categories like apparel). Aside from designing product packaging, sizes, and configurations specific to ecommerce, this return issue is evolving as well.

 Both Forbes and RetailWire predicted an accelerated elimination of free returns in the coming year, which will be an adjustment for online shoppers. We already see The Gap, REI and others eliminating them to bolster profitability in the channel. So, moving forward, making it easy, efficient, and inexpensive to return is needed to enhance the customer experience and offset these new costs.

 Retail Media is Not an Island

2022 was really a coming-out party for Retail Media. Its importance in strategic marketing planning and sheer volume of investment grew at more than 30% to eclipse $40B. Holding companies like Omnicom and GroupM predict this number to be 60% growth in today’s dollars by 2027.

 The masses are now in retail media and new networks are popping up all the time, but there are still a lot of growing pains. Sophistication of offerings varies widely; managed services still dominate a lot of smaller retailers, and the measurement environment is still talking about which metrics matter most and how to get them. The prediction (for me) in the next year is the coming together of retail media into a holistic omni-channel approach. This will help to advance the integration of offerings and give exposure to those data points which drive business results in coordination with other efforts in retail.

Currently companies take budget for retail media from different buckets, including trade dollars, traditional marketing and merchandising but tend to remain siloed in their retailer-by-retailer and product-by-product approach. The exciting evolution for this space will be on both the shopper and organizational side, by creating holistic programs that shoppers see online in stores, search, social and marketplaces.

 To make this happen, companies need to cross these silos and, in many cases, bring different agencies or marketing partners together. CMO Mike Black of Profitero summed it up coming out of this year’s ShopTalk conference by imaging a world where a single brand + agency team looks at (and approves) retail media, in-store display, and online content simultaneously with the consumer at the center…I couldn’t agree more.

 Everything, Everywhere, All at Once

Fun as always to product, this year’s Five Things provides specific prognostications but, more importantly, illustrates a continuity with larger marketplace trends. First is that customers feel freer than ever to move seamlessly between retail channels and services to create a mix that works for their circumstance. The second is that technology is no longer an affiliation or marquis offering for brands and retailers. Instead, it is the engine that powers experiences for customers, 63% of whom still think there is a long way to go.

See you next time…Steve

Steve White

Steve White

Chief Commerce Officer / Digital Retail Veteran

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Advertising  / DEI
The Integer Group® Elevates Gail Obaseki to Vice President, Head of Diversity, Equality & Inclusion
Integer Posted On March 14, 2022


Leading DE&I efforts across talent, culture, work and CSR for the global commerce agency

The Integer Group®, the world’s leading growth company focused on commerce and retail, and a key member of Omnicom Commerce Group (OCG) has promoted Gail Obaseki to Vice President, Head of Diversity, Equality & Inclusion (DE&I). Obaseki joined Integer in November 2020, and in her time with the agency, she has made a significant impact on its DE&I commitments, from improving the Network’s talent demographics and prospective talent pool to introducing new DE&I programs and ensuring DE&I is inherent in all work the agency produces.

In her evolved role, Obaseki will work closely with Integer’s executive leadership team and HR group, continuing to spearhead Integer’s DE&I initiatives and lead the agency’s DE&I Council, which oversees efforts across Recruitment & Hiring, Inspiration & Education, Inclusive Culture, and Community & Partnership. She also will helm the agency’s newly formed DE&I Advisory, specifically committed to ensuring inclusion across all work outputs for clients that directly reach consumers and shoppers in the market and in their communities.

In her new role, Obaseki will also focus on building deeper relationships among Integer’s employees and clients. As a core member of OCG’s DE&I team she will serve as Executive Sponsor of OCG’s Black ERG, including Black employees across the practice area. She will also work with the agency’s DE&I Council to expand Integer’s “Hear Me” Series, which provides space for marginalized voices to come together for meaningful discussions about what affects their communities and families, and how to ally to impact change. With significant participation from across Integer, clients and the wider group, attendees listen and interact to discuss their lived experiences surrounding topics such as learning to negotiate, tone policing, equity and more.

“Since day one, Gail hit the ground running with unmatched passion and dedication. She has introduced fresh ideas and has held us accountable to realize our DE&I goals – not only goals to achieve in the long-term, but she has effected real, impactful change that has become inherent to who we are as an agency and what we do for our clients,” said Ellen Cook, CEO of The Integer Group. “Gail has a nuanced approach of balancing revolution and progressivism with steady and deliberate progress, and this approach has helped Integer realize a true advancement of our DE&I ambition quickly. And her efforts have been recognized by our employees as well as by our clients. We are lucky to have Gail on our team, and we look forward to the impact we will continue to make together.”

For more information about Integer, visit www.integer.com.

About Omnicom Commerce Group

The Integer Group® is part of Omnicom Commerce Group (OCG), a global community of four award winning commerce agencies, working with brands and retailers to offer best in class consultancy, creativity and capability focused on driving increased conversion and transaction. OCG’s priority is to address the need for innovative multi-channel commerce expertise in the rapidly evolving world of retail and shopping. OCG encompasses Haygarth, The Integer Group, TPN and TracyLocke, together employing 1800 people across 23 markets. For more information, visit www.omnicomcommercegroup.com. OCG is part of the DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC)

About Omnicom Group Inc.

Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

SOURCE The Integer Group


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Advertising  / Thought Blogs
Integer Offers Predictions on the Changing World of Social Media
Integer Posted On March 10, 2022


While social media is constantly evolving, there are some clear trends and changes we’re seeing rise to the top to define how shoppers and digital users will interact with social media in the coming year. What’s changing? How can brands take advantage of these changes to connect with shoppers? Read on for our top predictions for the year and what they mean for brands.

01 | Social > QVC

We’re doubling down on social commerce in 2022 as shoppers have continued to throw their cash at brands in social platforms, and we’ll see novel ways to increase spending.

It’s predicted that U.S. social commerce will more than double between 2021 and 2025, reaching a total value of $79.64B. That growth is already being fueled by Millennials (ahem, the social commerce junkies)—nearly half of U.S. social platform users age 18 to 34 will have made at least one social commerce purchase during 2021.

Part of the reason we predict this new shopper behavior will take off even further is because every major platform (Facebook, Instagram, Pinterest, Snapchat & TikTok) now offers shoppable content, shoppable ads and/or a Shopify partnership, or has made an announcement to roll out these features.

Brands that want to see growth in social commerce should start adapting now–we predict we’ll see algorithm favorability for shoppable posts.

02 | The TikTok Copycat Movement

TikTok is to social media as Paris is to the fashion world. If you want inspiration or want to see what will be trending elsewhere in the future, look to what’s big on TikTok today. That’s what we’re seeing other social platforms doing. Starting with Instagram, social platforms will continue following the precedent TikTok has set, from algorithm changes and content to engaging features.

Following the success of Instagram Reels in late 2020, Meta launched several TikTok-esque features for Instagram Reels in 2021, including: text to speech, voice effects, remixing, “add yours”, usage breaks and in-feed “suggested” content. The parent company also rolled out Reels on Facebook globally in early 2022.

Meanwhile, YouTube launched YouTube Shorts in July 2021, and Snapchat launched Spotlight November 2021, both featuring TikTok-style content and feeds.

In 2022, TikTok-style content and features will only grow. Expect algorithms to continue trending in the direction of TikTok, weighing your follows in the algorithm but also serving suggested content.

Brands that want to compete should embrace the shorter, casual format, even if they aren’t on TikTok. Algorithms that also include “suggested” content (like Instagram or YouTube) will be more competitive for brands and become less reliant on followers. As a result, expect to tailor content more to general interests rather than loyal fans.

03 | The Continued Rise of the How-To Video

The how-to video format has long been a staple of social media but has become increasingly important in a pandemic world where users want to virtually engage with brands.

  • 80% of users prefer how-to videos compared to other videos on Instagram
  • #LifeHacks TikTok videos have drawn over 50 billion views
  • For DTC brands, use of social video is a key tactic to driving sales, with an average 76% of viewers making a purchase after seeing a branded video

  • Over the past year, we’ve started to see a precedent for this trend as we saw a larger cultural shift in why social media users scroll: to calm down, versus previous behaviors driven by solution-seeking needs. Brands who are wanting to take advantage of this new cultural mindset shift should consider making some creative changes to their content in the coming year by focusing on:

    • Showing humanity
    • Including ASMR, soothing music, calm tone VO
    • Adding transitions that feel pleasing and clip along at a quick, TikTok-inspired pace

04 | Social Care Is the New Customer Care

In 2022, social marketers will play a larger role than before in the customer service process. As people continue to become increasingly impatient and spend more time online and at home, social will become the preferred means of customer communication. We’re already seeing change among consumers social consumers:

  • 64% of people say they’d rather reach out on social versus call a business
  • 59% of marketers agree that social customer care has increased in value for them in the last year

Social marketers already spend a large amount of time learning to understand their social consumers: from who they are to what they want and when they want it. That coupled with an acute understanding of brand businesses gives social media managers the perfect level of knowledge to be able to handle customer care.

We predict this will come to a head in 2022, specifically because of the increased frustrations shoppers are feeling due to product shortages and supply chain issues. As shoppers look for more immediate solutions, they often turn to social media. Social is poised to take over other mediums as the go-to customer care center for both shoppers and brands.

05 | Leave a Comment Below!

Brands will continue using comment sections to make their accounts discoverable and approachable.

TikTok has been leading the way in new forms of discoverability as brands paint themselves as part of the conversation when they leave tongue-in-cheek, on-brand comments in the ever-popular comment section. This has been a major strategy for Duolingo on TikTok and has long contributed to account growth on Instagram.

Verified accounts also come up to the top on Instagram and TikTok, so brand comments have tons of visibility on popular videos.

The trend of comment sections is taking off in part because TikTokers are using the comment “reply” feature to catch eyes in-feed, allowing comments to reach even more people.  When users search for a handle on TikTok, the first results are often the videos that are responses to that handle’s comments, because your handle is automatically tagged when someone replies to your comment.

06 | The Evolution of Influencers

Influencers are moving beyond pure product selling to becoming brand value messengers. Brands will need to find partners who can authentically tell the story of their brand values alongside their products, which are trending toward micro and mid-tier influencers as genuine value messengers.

In 2022, social media users’ relationships with influencers will shift. Social media users will seek more intimate relationships with influencers, placing higher value on micro (< 50k followers) and mid-tier influencers than on celebrities. Because micro and mid-tier influencers have higher engagement rates—up to 60% higher than macro influencers, with as much as 20% higher conversion rates—brands are able to build effective influencer programs for potentially less budget.

07 | Feed for Fun

This year, Meta platforms will lead the way in a category-wide shift toward algorithms that give social users more control over how they consume content. Nearly every social platform has announced slight changes to the way they plan to bring content to consumers in 2022. Instagram is set to introduce three different news feed views while Twitter has introduced the “super follower” subscription model.

Consumers wanting more control over their social media experience is nothing new, but as platforms adapt to changing user behavior, brands should expect platforms to continue rolling out more features that center around the user experience.

This also means that in-feed competition will get tougher. As consumers’ demands for how content is served to them increase, this means brands will likely become less visible in organic feeds.

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Integer Just Released Their Latest Edition of “The Checkout – Holiday” | Check it Out!
Integer Posted On November 18, 2021


The 2021 holiday season is filled with joy and anticipation. While we still feel the lasting effects of COVID-19, shoppers are excited to get back to their beloved traditions. This year, we will look at how consumers’ shopping behavior has changed and how brands and retailers can respond.

In this edition of The Checkout, you will learn:

  • How the COVID-19 pandemic has affected holiday activities and shopping
  • The growing strength of omnichannel holiday shopping experiences
  • Shoppers’ growing investment in gifts and prepping for the holidays
  • Changes in how shoppers get their shopping information
  • Future implications around holiday shopping for brands and retailers

You can click here to download this issue of The Checkout to read more.

To explore past issues, you can see the archive and download issues here.


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Integer Posts a New Issue of the Checkout | How Shopper’s View Health and Wellness
Integer Posted On November 1, 2021


Shoppers today view health and wellness as a holistic concept blending physical, nutritional, and mental components into one overarching outlook. When asked to categorize different items as health or wellness, 11 out of 13 items were considered to be both “health” and “wellness” by the majority of respondents. The marriage of health and wellness in shoppers’ minds reflects the shift away from rigid, traditional rules of what is deemed “healthy” to an all-encompassing view of how various factors work together to contribute to overall well-being.

In this edition of The Checkout:

    • Health and Wellness Management: Tools and Information Sources Go Digital
    • Shifts in Health and Wellness Activities: Expected Growth and Surprising Declines
    • 360° Wellness: Mental Health No Longer Takes a Backseat to Physical
    • The Impact of Age: Shifts in Views and Habits

You can click here to download this issue of The Checkout to read more. To explore past issues, you can see the archive and download issues here.


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The Integer Group® Launches Growth Sciences Practice Fueled By Proprietary Intelligence Platform | Ellen Cook Now Global CEO
Integer Posted On May 24, 2021


Appoints Dr. Eamon Boyle to Lead the Practice as SVP of Growth Sciences, Joining Integer from IBM

The Integer Group®, the world’s leading commerce agency and a key member of Omnicom Group Inc., has announced the launch of its Growth Sciences practice, the data-driven underpinning that drives Integer’s creativity and innovation as “The Growth Company.”

Growth Sciences is a new practice area powered by an unmatched combination of data, tech and talent coupled with a suite of deep analytics applications. Growth Sciences serves as the foundation of Integer’s offering and mission to deliver growth for clients through media, creative campaigns, social and research.  The practice is fueled by a proprietary data engine, launched in partnership with Omnicom Commerce Group, that anticipates, predicts and shapes shopper behaviors and outcomes.  Through this data engine, Integer will be able to deliver faster and more cost-effective insights, innovations and activations to solve modern and complex commerce and business challenges. 

“What sets Integer apart is that our Growth Sciences team will expertly merge data, tools, AI predictors and data-mining modules with our extensive commerce and retail expertise to significantly drive measured and proven growth,” said Ellen Cook, CEO of The Integer Group. “As we move into the next chapter of our agency’s evolution, we will fuse creativity with custom and holistic data, analytics and tech in new ways that will shape the future of the commerce and retail landscape.”

Leading the practice area is Dr. Eamon Boyle, SVP of Growth Sciences, who joins Integer from IBM. Boyle is an analytics, data strategy and measurement professional with more than 15 years of experience in complex multi-disciplinary consulting and agency models. He holds a PhD in applied modeling from the University of Illinois. After serving as a university professor, he moved into marketing to lead analytics departments at JWT, the Martin Agency, Havas, Assembly Media and IBM. Boyle has extensive experience in data mining, insights, predictive modeling, forecasting, data visualization, and the connecting of structured and unstructured data. In 2018, Boyle worked with University of Technology Sydney in Australia to develop a first-of-its-kind Data Arena to visualize media and medical data in 3-D. His past client experience features top Fortune 500 brands including 20th Century Fox, WarnerMedia, Warner Bros, NBCU, Comcast, Ford, BMW, VW, Mercedes, Toyota, Kaiser Permanente, Pfizer, AT&T, Verizon, Walmart, Kohl’s, Microsoft, UPS, GEICO, Liberty Mutual, Allstate, American Express, Citi, Morgan Stanley, Discover Card and E*TRADE.

Boyle will be reporting into Scott Hauman, who was recently promoted to Chief Innovation Officer, leading and advancing Integer’s IP, growth-building methodologies and tools, as well as championing Integer’s data-first creative strategies. Boyle’s team also will also include Heidi Bailey, VP of Futures and AI, and Sean Narog, Director of Data & Analytics, along with Growth Sciences SMEs and talent across the globe.

The past year has seen significant growth for The Integer Group’s global network, coupled with recent executive leadership shifts. Integer has secured new clients including Ferrero North America, Purell and Coty’s Covergirl; grown existing clients including AT&T, Duracell, J&J, Michelin and Red Robin; and elevated Ellen Cook to Global CEO and John Kiker to President of the Network’s headquarter agency in Denver. Under its new leadership, Integer has evolved its offering to partner with clients as The Growth Company, focusing on data-driven business outcomes and performance on behalf of clients.

For more information about The Integer Group, visit the agency’s new website at www.integer.com.

About The Integer Group®

We are The Growth Company.

The challenges that marketers lose sleep over are the very things we dream about: uncovering, creating and sustaining Growth for the brands we work with. We believe in the power of data-driven intelligence to uncover the most rewarding Growth opportunities with our clients and to fuel creativity that delivers results. Our work starts conversations, creates connections and drives conversion that can be measured and optimized in real-time through our core capabilities: Retail Experience Design, Retail Marketing, eCommerce & Social Commerce, Connected Commerce Media, Brand Communications & Activation, and Technology & Innovation.

Integer is a key member of Omnicom Group Inc. and Omnicom Commerce Group. Integer also serves as the commerce arm of TBWA\Worldwide. With more than 1,000 data and culture-driven associates in 21 offices around the globe, we are all commonly focused on growth for clients, including AT&T, FedEx, Frito-Lay, Michelin, Nestlé, PepsiCo, Starbucks and more.

www.integer.com

About Omnicom Group Inc.

Omnicom Group Inc. (NYSE: OMC) (www.omnicom group.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.


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The Integer Group® Names Gail Obaseki as Director of Diversity, Equality and Inclusion
Integer Posted On November 30, 2020


Serving as DEI lead for the global commerce group

The Integer Group®, the world’s leading commerce agency and a key member of Omnicom Group Inc., has appointed Gail Obaseki as Director of Diversity, Equality & Inclusion (DEI). Her new role spans Integer’s U.S. network of agencies, including Bentonville, Chicago, Dallas, Denver, Des Moines, Los Angeles and New York. Obaseki is reporting to Ellen Cook, CEO for The Integer Group.

Working closely with Integer’s executive leadership team, network HR group, and DEI Council, Obaseki will lead efforts to evaluate and enhance Integer’s strategies and initiatives, ensuring the agency’s DEI-specific mission is prioritized and inherent to its DNA. As part of this strategy, a focus will be placed on Recruitment & Hiring, Inspiration & Education, Inclusive Culture, Community & Partnership, and Inclusive Work.

With more than 25 years of industry experience, Obaseki brings with her a wealth of advertising agency leadership from TracyLocke and JWT, where she focused on people, processes and excellence in execution. Most recently at TracyLocke, Obaseki led Diversity and Inclusion efforts and Employee Onboarding, as well as Production Services, Project Management, Creative Resourcing, Field Marketing Management, and Studio Services. Because of her background, Obaseki has always been an advocate for marginalized people, including BIPOC, women and the LGBTQ community, working to ensure all have a seat at the proverbial table and that their voices are heard. From being part of the first wave of Black students to integrate her hometown schools, to protesting against the Vietnam War and Apartheid, to building bridges through mentorship and creating safe spaces within corporate agencies, Obaseki’s history has been one filled with balancing revolution and progressivism with steady and deliberate change from within.

“We are thrilled Gail has joined our team, bringing incredible passion and dedication to seeing her colleagues thrive by feeling supported,” said Ellen Cook, CEO of The Integer Group. “Gail will insist on accountability to push Integer forward as an agency made up of creative and innovative talent from diverse backgrounds and perspectives, who recognize, respect, and maximize everyone’s contribution. There is much more work to be done, and we are fully committed to this next chapter of advancing our mission: to create a truly diverse and inclusive environment for our employees and to deliver great work that works for clients that is truly reflective of the world today. ”

Added Obaseki: “I am extremely excited to join The Integer Group, as we continue to create an environment in which diversity, equality, and inclusion are not just present but a foundational pillar of who we are and what we do. And where every person of every race, gender identity, orientation, background, and situation feels safe and valued. As a leading commerce agency, we also understand that we have a responsibility to ourselves as well as a responsibility to our clients and our communities, to affect change and to lead with empathy. We are committed to this responsibility and eager to take action.”

About The Integer Group®
Integer is the Growth Company. We believe in the power of data-fueled intelligence to ignite creativity that captures true value for our clients—turning demand into tangible sales results. Our work starts conversations, creates connections and drives conversion that can be measured and optimized in real time through our core capabilities: Retail Experience Design, Retail Marketing, eCommerce & Social Commerce, Connected Commerce Media, Brand Communications & Activation, and Technology & Innovation.

Integer is a key member of Omnicom Group Inc. and Omnicom Commerce Group, and serves as the commerce arm of TBWA\Worldwide. With more than 1,000 data and culture-driven associates in 22 offices around the globe, we are all commonly focused on growth for clients, including AT&T, FedEx, Frito-Lay, Michelin, Nestlé, P&G, PepsiCo, Starbucks and more. www.integer.com

About Omnicom Group Inc.
Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.


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Advertising
Download Integer’s New Issue of The Checkout – Holiday Edition | Inside the Commerce Experience
Integer Posted On November 23, 2020


Holiday shopping in 2020 will be a unique experience compared to years past. Historical shifts in the direction of eCommerce‑centric habits are coinciding with an unprecedented holiday season. Let’s take a look at the changes taking place as well as the developments that are exclusive to 2020.

• How major events like the COVID-19 pandemic will impact the average consumer and, in turn, this holiday season for brands and retailers
• Changes in how shoppers are gathering information for the 2020 holiday season
• The differences in shopping priorities for the holiday season
• Tips for success at the end of 2020

Download it here.


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Coronavirus
The Integer Group Launches Adaptive Retail Division in Response to COVID-19 & Changing Shopping Behaviors | “No Detail Too Small”
Integer Posted On May 13, 2020


Rapid Response Division Transforms Physical Retail to Comply with WHO Guidelines and Contactless Shopping Initiatives, While Focusing eCommerce on Fast Strategy, Optimization and Performance Marketing Across DTC, Social Commerce and eRetail

 

The Integer Group®, the world’s leading commerce agency and a key member of Omnicom Group Inc., recently launched its Adaptive Retail Division, covering a spectrum of expertise across retail. The rapid response group serves as a consultancy and service offering for both physical retailers and eCommerce brands.

ADAPTIVE RETAIL – PHYSICAL RETAIL RAPID RESPONSE

Currently consulting for retailers around the world, from those with 5,000 store footprints to small businesses with single store-fronts, The Integer Group is working to transform physical locations to comply with WHO and regional-specific guidelines in Asia, Europe, North America and South America (for example, the CDC in the U.S.), as well as consumer behavior and preferences for contactless shopping.

Integer’s offering is a suite of services aimed at helping retailers adapt and shift to new “service-first” environments. These services include virtual-based compliance audits, shopper mindset and preferences research, traffic/spatial analysis, and retail space transformation concept testing.

Integer is partnering with a number of firms to deliver on strategy, design and execution within the fast-track timelines associated with this retailer shift. In the U.S., these firms include PD Instore, Digital Mortar, MFour Mobile Research, and more.

ADAPTIVE RETAIL – ECOMMERCE RAPID RESPONSE

As part of this new division, Integer is concentrating its eCommerce offering on fast strategy, optimization and performance marketing across DTC, social commerce and eRetail, including Amazon. Services include rapid go-to-market strategies, quick win optimizations to increase sales, and content creation with a focus on remote production and delivering qualified traffic to drive transaction. Integer’s aim is to help brands quickly enhance their digital presence in order to meet rapidly shifting shopping behaviors and accelerate online sales.

“An important component of Integer’s mission as a commerce agency has always been to help prepare our clients for an evolving retail landscape,” said Mike Sweeney, CEO of The Integer Group. “Our clients and retailers around the world need us now more than ever, so we’ve adopted a society-first mindset, and we are operating to be increasingly agile. We will continue to do our part to deliver strategies and products that ensure the sustainability of retail and the safety of shoppers worldwide.”

Ellen Cook, President, The Integer Group/Dallas added, “Adaptive Retail is the focus of Integer’s offices around the globe.  Expert teams are sharing insights and key learnings to help brands and retailers determine how to move forward.  Here in Dallas, we are leading the conversation and strategy surrounding physical retail,” said Ellen Cook, President for Integer\Dallas.  “We’re designing environments and customer journeys for post-pandemic brand spaces — from space planning and developing more deliberate traffic patterns and flow; to new structural elements and fabrication; to essential touchpoint configuration and engagement monitoring.  And no detail is too small; we’re looking at everything from the overall concept and experience down to the door handles, using antimicrobial materials like copper door knobs in our design specifications.  

“Ultimately, customer safety is at the center of everything we are working on as part of Adaptive Retail, so an important tactic we’ve employed is leveraging virtual-based focus groups with consumers to gauge mindsets, expectations and engagement preferences in a secure, moderated environment.  Through these focus groups, we are able to quickly assess concepts, probe service alternatives and plan for many scenarios, allowing for our brand and retailer clients to adapt rapidly.”

Last month, Integer launched a free, downloadable COVID-19 Retailer Tool Kit in response to the United Nations’ open call to creatives around the globe to help in “translating critical public health messages into different languages, different cultures, communities and platforms, reaching everyone, everywhere.” The tool kit is turnkey, print/post-ready and available to the public as part of an effort to support all retailers communicating social distancing requirements and best practices in-store.

The Integer Group will continue to share COVID-19 materials and tools related to commerce and retail. For more information and to contact Integer, visit www.integer.com.

 

The Integer Group’s Retailer Tool Kit

About The Integer Group®
The Integer Group® is the world’s leading commerce agency, relentlessly focused on delivering Great Work That Works. We believe in creativity that is fueled by data, informed by culture, and delivered to the touchpoints that create connections and ultimately drive a transaction. Through Retail Marketing, eCommerce, Brand Communications, Media & Connections, and Data & Analytics, we accelerate conversion and build a brand’s lifetime bond with its consumers. It’s what we call living at the Intersection of Branding and Selling®.

A key member of Omnicom Group Inc. and the commerce arm of TBWA\Worldwide, The Integer Group has more than 1,100 associates in 25 offices around the globe, including locations in Africa, Asia, Australia, Europe, the Middle East, and North and South America. The Integer Group’s clients include AT&T, FedEx, Mars/Wrigley, Michelin, Nestlé, P&G, PepsiCo, Starbucks and more.

About Omnicom Group Inc.
Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous speciality firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other speciality communications services to over 5,000 clients in more than 100 countries.


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