Target and GroupM build a bespoke media agency with Team Arrow

Reed Karaim

This event report examines how Target, the retailer, worked with GroupM to create a bespoke media agency called Team Arrow Partners.

Brand marketers and their agencies may talk about starting with a clean sheet of paper when they embark on a new partnership. But, in reality, both have legacy structures and established ways of doing business that can be hard to set aside.

When Target, one of the largest US retailers, moved its $500 million business to GroupM, WPP's global media-investment group, in 2016, it swept those legacy problems aside by working to create a bespoke agency that met its specific requirements.

Kristi Argyilan, Target's SVP/Media and Guest Engagement, told delegates at the 4A's (American Association of Advertising Agencies) 2017 Transformation...

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