Razorfish has announced its role as digital agency of record and profit sharing partner for the ecommerce division of Peet’s Coffee & Tea. The partnership model is one that is new to the agency and launches an innovative approach to committing Razorfish to the growth of Peet’s ecommerce business.
Razorfish will share day-to-day responsibility for driving growth of Peet’s ecommerce business, from collaborating on strategy-setting and road mapping to planning and executing media strategy and spend. This breadth of partnership will allow both companies to innovate, test and acquire insights in a way that will enable Peet’s to markedly enhance its online presence by holistically leveraging Razorfish’s full suite of end-to-end capabilities.
“This new partnership enables us to rapidly enhance Peet’s roast-to-order online experience and introduce new digital features and capabilities that customers want most,” said Jon Weinberg, Vice President of Strategy and Ecommerce for Peet’s Coffee & Tea.
Work on the account has already begun and is being managed by Razorfish’s West Region.