Omnicom launches Retail 3 agency

Share this article:

Omnicom Group unveiled its newest agency, known as Retail 3, this week. Launched February 1, the Troy, MI-based firm offers direct, creative, digital and media capabilities to retail clients.

Harold Kobakof, former chief retail officer at BBDO Detroit, is leading the agency. Its name is an abbreviation of three core offerings: retail strategy, retail activation and retail metrics.

Forty of the agency's 52 employees will be spread throughout the US. About half of its staff is comprised of former BBDO Detroit employees, Kobakof said.

Omnicom's goal, he added, is to have the agency's 210 designated market areas accessible on short notice by a field employee. The structure is more conducive for working with retailers with franchised networks, he said.

“Speed-to-market is critical these days, and that's one of the reasons this concept was green-lighted at Omnicom,” Kobakof said. “We thought this extended field network was a great asset for clients that have both national scope and a need for local messaging.”

Clients include Gateway International Speedway, which tapped Retail 3 for media buying during its summer season, and smart USA.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

The Mobile-Email Marriage

The Mobile-Email Marriage

Marketers who considered leaving email at the altar are finding renewed passion for the channel as an ever-increasing number of customers triage, read, and click-through email on their smartphones.

Harnessing Deep Industry Expertise to Capture New Markets

Harnessing Deep Industry Expertise to Capture New Markets

Darren Rodgers explains how he applies his deep healthcare expertise, and broad organizational experience, to marketing in an industry in the throes of historic transformation.

Fast Facts: October 2014

Fast Facts: October 2014

Some quick info hits to keep you up-to-date, including the percentage of emails opened on mobile devices.