Canelo appoints TIPi Group to execute Amazon marketing

Francesca Riccardi, sales and marketing director at Canelo, explained: “Christmas is a key time of year for us, more so than ever when paired with this year’s ‘lockdown reading boom’ as consumers have more downtime. We wanted to be as vibrant and visible as possible across the Amazon platform, to connect consumers with our books and provide them with fresh, compulsive reads in a period where usual festivities won’t be able to go ahead in the same way.”

Gareth Owen, managing director at TIPi Group, added: “TIPi Group’s unique set up has allowed us to work seamlessly between our branding and design team in Kitty and our paid media and performance department in Roast. Without this structure, we would never have been able to meet the tight timelines put in place by the client. Canelo is a great brand to work with, and we’re excited to see what the future ahead has in store for them.”

Independent TIPi Group houses four agencies; digital performance arm, Roast, website design and development specialists Kitty, media planning and buying agency, the Market and voice specialists, Rabbit & Pork. TIPi Group approach client challenges first and foremost, building specialist teams made from each agency to provide bespoke solutions for brands.

Canelo is an independent publisher dedicated to finding the most exciting voices in commercial fiction.