The J.M. Smucker Company Appoints Publicis as Omnichannel Marketing Agency of Record

By Erik Oster 

Consumer packaged goods giant The J.M. Smucker Company has expanded its relationship with Publicis Groupe, with the holding company’s dedicated unit PSOne now serving as its omnichannel marketing agency of record.

The J.M. Smucker Company previously consolidated U.S. creative and media responsibilities for many of its brands with Publicis in October of 2018, following a review which included rival holding companies IPG and WPP. Last year, The J.M. Smucker Company reported soaring sales with the new approach.

“We have seen tremendous success through our Power of One model for The J.M. Smucker Co., helping to put  data at the core and bring greater focus on media investment and breakthrough creative,” Publicis Groupe client lead Gail Hollander said in a statement. “The addition of commerce capabilities and expertise will ensure its portfolio  of brands continues to win in an omnichannel world.”


As omnichannel agency of record, PSOne will be responsible for handling end‐to‐end commerce services for the company, including omnichannel creative strategy and content, and media investment, planning and strategy.

According to a statement, the assignment reflects the company’s transition to more integrated media solutions encopassing holistic consumer engagement across marketing efforts. PSOne will tap into expertise and talent from the holding company’s Publicis Commerce practice to handle the expanded responsibilities.

“The events of the past year have further blurred the lines between upper and lower funnel and changed consumer expectations,” Geoff Tanner, chief commercial and marketing officer for The J.M. Smucker Co., explained in a statement. “Marketing  today and in the future will require an evolved and connected commerce approach and we look forward to  continuing our work with PSOne to accelerate the way we service our consumers across the full funnel of  opportunities.”