The Tombras Group, based in Knoxville, Tennessee, announced the creation of a new agency division specially focused on leveraging Amazon’s growing search and display platforms. The team will be led by new hire Kevin Packler, who joins as vice president, director of Amazon services and most recently served as senior consultant at Marketplace Ignition, the Amazon agency acquired by WPP’s Possible last month.
For Dooley Tombras, executive vice president at the Tombras Group, he sees an opportunity to guide clients into the marketplace that will upend Facebook and Google’s ad spend duopoly.
“This is the wild west in media right now,” said Tombras. “What we’re seeing with CPG is, as we up the spend, instead of decreasing marginal returns, ROI is increasing. This is unlike any other media opportunity in the market right now. Having worked with Amazon for the last three years, we know the space very well and Kevin’s taking that expertise to another level.”
With 12 years of experience working within Amazon’s marketplace, serving more than 100 companies and millions in annual spend, Packler’s strategic and tactical leadership will be at home inside Tombras. The agency’s clientele cross the category and include apparel, homegoods, consumer electronics, office supplies, pet supplies, consumer products and more.
“One of the things that makes Tombras so unique is their blend of traditional media roots, with an aggressive forward-thinking mindset,” said Packler. “To focus on Amazon as a platform is a natural next step to harness today’s retail market. It’s just one of many initiatives which gives Amazon a clear path to continue transforming retail for years to come, and that should have every brand and retailer asking how they can take advantage of this opportunity, now and into the future.”
The agency already serves as agency of record for one of the largest CPG company by spend on Amazon, Glanbia, whose brands Optimum Nutrition, Isopure, BSN and Amazing Grass are sold there.
Brands within and outside the Tombras portfolio, keen to take advantage of Amazon’s capabilities, have reached out to accelerate discussions on what the agency can do. With a strong mix of national roster CPG clients, including Bush’s Beans, MoonPie and McKee Bakery – the maker of brands like Drake’s Cakes – there’s more than enough reason for the agency to commit.
Packler, who moved to Knoxville for the role, will initially lead a team of four, which Tombras expects will swell to 12 by summer’s end.