{"id":11397,"date":"2022-02-17T11:54:38","date_gmt":"2022-02-17T10:54:38","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=165622"},"modified":"2022-08-02T13:43:10","modified_gmt":"2022-08-02T11:43:10","slug":"team-connect-neues-wpp-agenturmodell-fuer-die-migros-fachmaerkte","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2022-02-17\/team-connect-neues-wpp-agenturmodell-fuer-die-migros-fachmaerkte\/","title":{"rendered":"\"Team Connect\" : nouveau mod\u00e8le d'agence WPP pour les march\u00e9s sp\u00e9cialis\u00e9s Migros"},"content":{"rendered":"<img class=\"alignnone wp-image-165625 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/02\/xxxwpp-group-plc-10_1592408974.png\" alt=\"WPP\" width=\"1180\" height=\"778\" \/>\"Team Connect\", tel est le nom du nouveau mod\u00e8le d'agence, doit mettre en place pour les march\u00e9s sp\u00e9cialis\u00e9s de Migros un \u00e9cosyst\u00e8me d'agences sur mesure qui se concentre sur deux domaines d\u00e9cisifs : Le domaine Creative &amp; Strategy a pour objectif de renforcer la gestion des marques de tous les march\u00e9s sp\u00e9cialis\u00e9s et d'\u00e9tablir de nouveaux standards dans le commerce de d\u00e9tail suisse avec des id\u00e9es fra\u00eeches et surprenantes. Cela sera accompagn\u00e9 par le domaine Content &amp; Production, qui permettra \u00e0 l'avenir aux marques de r\u00e9agir non seulement plus rapidement, mais aussi plus efficacement au march\u00e9 et aux clients.\r\n\r\n\"Une nouvelle approche d'agence comme Team Connect est l'avenir\", d\u00e9clare Patrik P\u00f6rtig, CEO de Migros Fachmarkt AG, \"car les marques dans le commerce de d\u00e9tail doivent aujourd'hui \u00eatre beaucoup plus orient\u00e9es vers les donn\u00e9es et les clients\". Au 1.1.2021, les march\u00e9s sp\u00e9cialis\u00e9s de Migros avec ses marques Do it + Garden, Melectronics, Micasa, SportXX et Bike World ont \u00e9t\u00e9 transf\u00e9r\u00e9s de la F\u00e9d\u00e9ration des coop\u00e9ratives Migros \u00e0 la soci\u00e9t\u00e9 Migros Fachmarkt AG. Celle-ci d\u00e9finit l'orientation strat\u00e9gique des formats et fournit toutes les prestations centrales afin que les dix coop\u00e9ratives r\u00e9gionales puissent organiser l'exploitation op\u00e9rationnelle des magasins de mani\u00e8re centr\u00e9e sur le client et focalis\u00e9e. Au sein de cet attelage solide, le d\u00e9veloppement cons\u00e9quent des march\u00e9s sp\u00e9cialis\u00e9s est men\u00e9 \u00e0 un rythme soutenu. \"Chaque marque op\u00e9rera \u00e0 l'avenir de mani\u00e8re tout \u00e0 fait autonome et se mesurera directement \u00e0 la concurrence dans sa cat\u00e9gorie.\r\n\r\nMais il y a de plus en plus de possibilit\u00e9s de cr\u00e9er des synergies entre les march\u00e9s sp\u00e9cialis\u00e9s - en particulier dans le domaine des donn\u00e9es, bien s\u00fbr, mais aussi dans celui de l'exp\u00e9rience client et de la production. Notre objectif d\u00e9clar\u00e9 est de faire de chacune des cinq marques le leader de sa cat\u00e9gorie\", explique P\u00f6rtig.\r\n\r\n<strong>20 experts de diff\u00e9rentes agences du WPP<\/strong>\r\n\r\nTeam Connect se compose d'une vingtaine d'experts des diff\u00e9rentes agences WPP en Suisse : Ogilvy, Scholz &amp; Friends et Wunderman Thompson. S'y ajoutent des experts en commerce de d\u00e9tail de Scholz &amp; Friends Commerce en Allemagne ainsi qu'une \u00e9quipe de production internationale de Hogarth.\r\n\r\n\"Avec Team Connect, nous avons la chance de mettre en place quelque chose de tout \u00e0 fait nouveau : une \u00e9quipe vraiment int\u00e9gr\u00e9e et en m\u00eame temps tr\u00e8s agile, compos\u00e9e des meilleurs experts que WPP peut offrir. Constituer une telle \u00e9quipe \u00e0 partir de plusieurs agences d'une holding est une d\u00e9marche totalement nouvelle. Je pense que cet exemple fera \u00e9cole\", d\u00e9clare Elke Guhl, Chief Customer Officer de Migros Fachmarkt AG. Elke Guhl est membre de la direction depuis septembre dernier et construit depuis lors une nouvelle organisation transversale de Customer Excellence pour les formats. Elle a men\u00e9 le processus de pitch d'agence, qui co\u00efncide maintenant exactement avec le lancement de sa nouvelle organisation interne.\r\n\r\n\"Nous sommes ravis d'avoir remport\u00e9 un mandat aussi important sur le march\u00e9 suisse. L'avenir de marques de d\u00e9tail fortes passe par la combinaison parfaite de la cr\u00e9ation, de l'exp\u00e9rience client et de la strat\u00e9gie de donn\u00e9es. Notre ambition est de faire des march\u00e9s sp\u00e9cialis\u00e9s de Migros une r\u00e9f\u00e9rence en la mati\u00e8re\", explique Peter Petermann qui, avec ses coll\u00e8gues Tobias H\u00e4ndler et Swen Morath, dirigera l'\u00e9quipe Connect de WPP.\r\n\r\nTeam Connect s'\u00e9tait impos\u00e9e dans un pitch de quatre mois face \u00e0 deux autres holdings d'agences internationales et quelques acteurs locaux. \"Nous sommes convaincus qu'avec Team Connect, nous avons trouv\u00e9 le bon partenaire pour notre transformation. J'adresse mes plus vifs remerciements \u00e0 nos agences actuelles pour leur formidable engagement et le processus de transfert incroyablement professionnel de ces derni\u00e8res semaines\", conclut Guhl.","protected":false},"excerpt":{"rendered":"<p>\u00abTeam Connect\u00bb, wie das neue Agentur-Modell heisst, soll f\u00fcr die Fachm\u00e4rkte der Migros ein massgeschneidertes Agentur-\u00d6kosystem aufbauen, das den Fokus auf zwei entscheidende Bereiche setzt: Mit dem Bereich Creative &amp; Strategy werde das Ziel verfolgt, die Markenf\u00fchrung aller Fachmarktmarken zu st\u00e4rken sowie mit frischen, \u00fcberraschenden Ideen im Schweizer Retail neue Standards zu setzen. Begleitet werde [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"WPP","_yoast_wpseo_metadesc":"Die Migros Fachmarkt AG b\u00fcndelt die Etats der Marken Do it + Garden, Melectronics, Micasa, SportXX und Bike World und vergibt ihr Agenturmandat gesamthaft an WPP.","articlekey":"","footnotes":""},"categories":[29],"tags":[3264,2664],"class_list":["post-11397","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-team-connect","tag-wpp"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00abTeam Connect\u00bb: Neues WPP-Agenturmodell f\u00fcr die Migros-Fachm\u00e4rkte - Organisator<\/title>\n<meta name=\"description\" content=\"Die Migros Fachmarkt AG b\u00fcndelt die Etats der Marken Do it + Garden, Melectronics, Micasa, SportXX und Bike World und vergibt ihr Agenturmandat gesamthaft an WPP.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.werbewoche.ch\/de\/marketing\/marken\/2022-02-17\/team-connect-neues-wpp-agenturmodell-fuer-die-migros-fachmaerkte\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00abTeam Connect\u00bb: Neues WPP-Agenturmodell f\u00fcr die Migros-Fachm\u00e4rkte - 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