The evolution of commerce demands a more connected, collaborative approach across creative, media and technology teams, said Amie Owen, global chief commerce officer at Interpublic Group’s IPG Mediabrands.
She described how advertisers are rethinking their operating models to achieve “total commerce” in this interview with Beet.TV contributor David Kaplan during Advertising Week New York. Such a comprehensive approach ensures that every aspect from retail readiness to audience targeting aligns seamlessly.
“In many organizations, we saw four different teams handling four different areas without communication between them,” Owen said. “By connecting those functions, we’re helping brands close the gaps across retail, media and technology.”
Breaking down silos to build efficiency
Owen noted that when clients consolidate these teams, or at least improve communication between them, the results are measurable.
“We’ve seen about 600 hours saved on a single annual campaign,” she said, crediting integrated workflows and fewer redundant meetings for the gain.
Rather than eliminating jobs, she emphasized that integration empowers talent to collaborate more effectively.
“Everyone has different strengths. It’s not about losing roles; it’s about how everyone works together to push the ball forward,” she said.
Guiding clients through transformation
For many brands, adopting this unified model requires proof of value. Owen acknowledged that clients often need to see results before committing fully.
“They want to know: if I make this change, will it work?” she said. By showing operational and media efficiencies, IPG Mediabrands demonstrates how cohesive commerce planning improves both workflow and conversions.
Some clients, she added, are taking smaller steps first, such as aligning workstreams or revising briefings, to test the impact before restructuring completely.
Internal collaboration sets the tone
Within IPG Mediabrands, Owen said integration has long been part of the agency’s DNA.
“We’ve always had a seat at the table from the first briefing,” she said, citing close collaboration with brand, strategy, and investment teams. The difference now is that “everyone’s starting to talk the talk,” incorporating retail media and commerce thinking earlier in the planning process.
“That’s the key change,” she noted. “When strategy and creative start considering commerce from the start, the work is stronger and more holistic.”
Cautious embrace of AI
Asked about artificial intelligence, Owen described the technology’s growing role in streamlining operations but warned that implementation must be deliberate.
“AI is allowing us to automate manual tasks like trafficking and reporting so teams can focus on strategic thinking,” she said.
However, she added that many clients are still navigating governance concerns.
“Some have AI panels or boards that review every proposal,” Owen said. “It’s important to pair automation with human oversight, at least for now.”
Despite a cautious rollout, Owen remains optimistic: “It’s on the horizon. The pace may be slower than we’d like, but the transformation is coming.”
Agentic AI Drives Smarter Commerce for Brands: IPG Mediabrands’ Amie Owens
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