Observed Signal · Jul 10, 2026 · Agency Appointment · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Agency & Consultancy Market: Conagra Taps WPP’s Barrows as Commerce Agency
Conagra Brands has named WPP-owned agency Barrows as its new commerce marketing agency of record after a competitive review. Barrows will handle shopper marketing, retail media, digital shelf presentation and in-store activations for Conagra’s portfolio, which includes Slim Jim, Reddi-wip, Swiss Miss and Orville Redenbacher’s. WPP previously took a 35% stake in Barrows in 2012 and completed a full acquisition of the business in January; Barrows now sits inside WPP’s restructured commerce offering, WPP Commerce, led by Brent Taylor, who was appointed global CEO of WPP Commerce in April after serving as Barrows’ CEO for more than nine years.
A major CPG (Conagra Brands) appointing a WPP-owned commerce agency affects retail media and shopper marketing relationships but is not industry-shifting; it signals continued consolidation of commerce services within large holding companies.
Key Takeaways & Evidence Grounding
- Conagra Brands selected WPP-owned Barrows as its new commerce marketing agency of record following a competitive review.
- Barrows will integrate shopper marketing, retail media, digital shelf presentation and in-store activations for Conagra brands including Slim Jim, Reddi-wip, Swiss Miss and Orville Redenbacher’s.
- WPP acquired a 35% stake in Barrows in 2012 and fully acquired the business in January.
- Barrows is part of WPP’s restructured commerce media offering, WPP Commerce, led by Brent Taylor, who was appointed global CEO in April after more than nine years as Barrows’ CEO.
Connected Companies & Entities
2 Entities mappedConagra Brands
Public packaged food brand owner and distributor.
“Conagra Brands, parent company to a portfolio of more than 100 consumer packaged goods brands, selected WPP-owned Barrows as its new commerc...”
WPP
Global marketing services group with agencies, media operations and AI software.
“WPP acquired a 35% stake in Barrows in 2012 and fully acquired the business in January....”
Ontology Mapping & Concepts
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