Colgate-Palmolive and Nielsen Brandbank have entered a master service agreement spanning 18 countries.
Colgate-Palmolive will upload their product content to Nielsen Brandbank, who will then publish this content to Colgate-Palmolive’s retail and wholesale partners.
Not only will this allow Colgate-Palmolive to share high-quality product content with all retailers and wholesalers across their European operation, but they now have the means to enhance their global digital strategy by making multiple marketing assets – including videos, rich copy and creative images – readily available to their trading partners.
Mike Nickituk, global managing director of Nielsen Brandbank, commented: “As today’s grocery market becomes increasingly fragmented and retailers seek to differentiate the shopping experience they provide, that in turn puts a huge expectation on brands to create and share a range of digital product content with their trading partners.
“Through Nielsen Brandbank’s syndication capabilities, brands can share content on a broad geographic scale while meeting retailers’ specific content requirements on an individual level, surfacing the right content, in the right place and at the right time. We do the heavy lifting, freeing up time and resource for brands to focus on their product and marketing strategies.”