Wawa, chain of convenience stores and gas stations, has selected Performics, the performance marketing engine of Publicis Groupe, as its digital AOR, handling digital media strategy, planning and buying across Wawa’s 900+ U.S. locations. Performics will be responsible for Paid Search, eCommerce Strategy, SEO and Programmatic Display, in addition to leveraging Advanced Analytics, proprietary media buying/optimization technology and an intent-based communications architecture.
Todd Miller, Wawa’s Senior Director of Brand Strategy and Experience, explains, “We’re working towards digital transformation in order to create exceptional experiences that provide boundless convenience and personal connections for our customers. We’re excited to partner with Performics on this journey, leveraging their expertise in creating digital ads and experiences that fulfill our customers’ intent.”
Performics capabilities for Wawa include Paid Media, Content, Ecommerce, Personalization, Advanced Analytics and Intent-Based Marketing. Paul Tibbitt, Performics CEO, commented, “Our mission for Wawa is to harness data and digital intent signals to find the right person with the right media, content and creative message. We couldn’t be more excited to be working with Wawa on its path towards digital transformation.”