Razorfish & Peet's Coffee & Tea Redefine the Agency/Client Relationship
Digital agency Razorfish is redefining the agency/client relationship.
The company announced its role as the new digital agency of record for the E-commerce division of Peet's Coffee & tea, as well as that it is now a "profit sharing partner" with the US-based specialty coffee and tea company.
Razorfish will share day-to-day responsibility for driving growth of Peet’s e-commerce 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. The "profit-sharing" element likely reward Razorfish for meeting or exceeding established benchmarks similar to the way a retailer or advertiser incentives a performance marketer/affiliate.
“We’re excited to work with a well-established digital partner like Razorfish that understands the needs of our growing e-commerce business,” said Jon Weinberg, VP of Strategy & E-Commerce for Peet’s Coffee & Tea. “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.”