Wavemaker appointed to in-house digital duties for Perrigo
Wavemaker has been awarded an in-housing consultancy and digital activation brief by global consumer-focused self-care company Perrigo, adding to its existing remit as the global media agency.
The GroupM agency, in partnership with WPP’s data and technology consulting specialist Acceleration, will now work with the Perrigo marketing team and provide consultancy and support to the company.
Perrigo is beginning to in-house its digital activation capability across more than 25 markets in Europe.
The appointment appears to confirm a shift in attitude towards inhousing at Wavemaker. Last year Katy Maloney, head of Wavemaker Business, said agencies need to "lean in" to in-housing, where clients will perform marketing duties themselves instead of outsourcing them to an agency.
That statement came a year after WPP CEO Mark Read warned that clients were underestimating the challenges of in-housing.
Mira De Maeyer, Perrigo’s vice-president for marketing and digital, said: “We’ve been extremely impressed with Wavemaker’s performance as our media agency and that continued throughout this pitch process, with the addition of Acceleration expertise.
"The team demonstrated its enhanced capabilities, not just in digital activation across markets, but also in its work supporting clients through digital transformation and in-housing journeys.”
Perrigo's brands include Solpadeine, Nytol and Jungle Formula.
Pictured, above: Nytol ad "One a night" (2019)