What is Epsilon? A consultancy? A branding agency? A data-driven marketing company?
We honestly don’t know. Maybe it’s all of the above. But the company has now won the Del Monte account after a review, and it’s (probably) coming for your business too.
The food conglomerate, which is the very sort of party one associates with the word “corporation,” consolidated its traditional, digital, social and shopper marketing accounts with Epsilon after a review. It had previously worked with MRY and TBWA\Juniper Park, among other agencies.
Moving forward, Epsilon (whose chief creative officer now calls it an agency) will develop an “overarching multi-channel creative campaign and communications plan” to promote the College Inn, Del Monte plastic Fruit Cups and Del Monte vegetable product lines.
This is not the company’s first agency of record relationship as it has worked on TV and digital video spots for client Nature’s Way. But it’s a sign that Epsilon will probably be involved in more creative reviews moving forward. Here’s its own description of its services:
The client’s head of marketing cited “Our deep understanding of consumer and shopper needs, married with Epsilon’s unique ability to oversee strategy, creative, insights and execution” in explaining the decision.
From Epsilon CCO and Leo Burnett veteran John Immesoete:
“This is a great win for our agency at Epsilon. Data shows us things that other agencies can’t see—consumers, buying patterns, unique insights—and we’re able to bring clients like Del Monte big creative ideas to capitalize on our unique perspective.
We’re different than any other agency out there, which is why we’re starting to get a lot of notice. We look forward to working with this great, growing Del Monte business, and creating some great work in the process.”
Kantar Media tells us Del Monte spent just under $6 million in the U.S. in the first quarter of 2016. Score one for data.