Hasta La Creative!

When Mondelez, the marketer of brands from Chips Ahoy to Trident, asked Razorfish to help revamp its e-commerce strategy and more than double online sales within a couple of years, it was only the latest call along those lines to reach a digital agency. Top marketers have tripled the e-commerce requests reaching Razorfish over the past 18 months, according to agency executives, and other shops are reporting growth in the same area.

A narrowing gap between online sales and online marketing is fueling the trend, agencies and marketers say, as retailers such as Walmart emphasize e-commerce, social media grows as a viable sales channel and more people buy goods on mobile devices. “Increasingly, the CMOs are aware that the e-commerce store is actually becoming the front door to the brand,” said Shannon Denton, North America CEO at Razorfish. “We are seeing a reorganization to some degree of e-commerce and sales moving under marketing.”

Indeed, Mondelez recently assigned its e-commerce operation to Media Chief Bonin Bough, a veteran marketer. In addition to hiring Razorfish, Mondelez has partnered with ChannelSight to build a “buy now” button for Mondelez websites and social feeds. The button offers up a number of third-party sites selling the marketer’s products.

Continue reading at AdAge.com