How Independent Agency Blue Chip Is Bringing Change with Creative Commerce

Blue Chip has recently joined the Worldwide Partners (WPI) global network of independent agencies. Blue Chip is an independent, full-service marketing agency based in Chicago that grows brands through creative commerce. Their client partners include Bausch & Lomb, Bob’s Red Mill, Bosch Power Tools, Gallo (wines), Procter & Gamble and White Castle.

We chatted with Blue Chip’s CEO Stanton Kawer and CMO Dan Eisenberg to learn about their creative commerce mindset, the growth of retail media networks, and how they’re building brands beyond the basket. 

The Power of Change

Blue Chip knows that brand building and driving conversions are no longer parallel paths, but one unified route to success. As an independent full-service agency, they offer brand marketing, creative, shopper marketing, commerce media, ecommerce, data, and technology all under one roof. This nimble, omni-channel approach allows them to bring unbridled innovation based on a solid foundation of proven expertise. 

“We started 40+ years ago in the retail marketing space, and we then helped to launch shopper marketing to the industry,” said Stanton. “Over the last ten years, we’ve been investing heavily in creative, media, data, and technology that are key complements to our retail experience.”

A Creative Commerce Mindset

“Marketers can build brand health and grow profits by offering engaging experiences that encourage purchasing,” said Dan. “This way, consumers start talking, and then they start buying. Every marketer needs to look at campaigns through this type of creative commerce lens.”

Blue Chip brings a creative commerce mindset to their clients’ businesses by merging powerful ideas with actionable, measurable, and sales-driving activations. Stand-alone creative ideas are simply not viable anymore unless there is a well-connected activation that helps clients meet their business goals.

As media and shopper agency of record for Bob’s Red Mill, Blue Chip leveraged this mindset to promote the brand’s oats products in Q1 2024. Tasked with growing brand awareness and household penetration, they broadened targeting to court more mainstream consumers across the full shopper journey. Bob’s Red Mill has seen tremendous value in combining their media and shopper marketing efforts with one agency to deploy full-funnel campaigns.

“We leveraged their national campaign ‘Start with the Best Oats’ in a media mix that included video to tell the story, audio for driving traffic, Meta for food inspiration, display ads for retargeting, and near-store and in-store media for sales,” Dan shared. “By engaging potential consumers from the kitchen to the breakfast aisle, we unified and expanded the experience for consumers, allowing the brand to outsmart, not outspend, competitors.”   

Beyond Building Baskets

Blue Chip has watched closely as retail media networks have continued to grow in the United States following the overhaul of shopping behaviour in 2020. “It’s the biggest trend we’re seeing in shopper marking in the U.S. today,” said Dan. “Retailers are developing their own media networks, and brands are allocating more media spend to these networks. The retailers can provide a treasure trove of first-party data and marketing opportunities. With the right strategy, it wins across the board,” said Dan.  

Blue Chip helps their clients navigate these growing networks, and integrate into their campaign strategy to not only meet sales objectives, but also build enduring brand loyalty. For most clients, Blue Chip plans an integrated media campaign that may include retail media networks, as well as other valuable, proven media partners from broadcast to paid social to search.

“Retail media networks are certainly on the rise, but the reality is, they’re one part of a larger strategy that must intersect people’s lives,” said Dan. “We must meet consumers wherever they are on their path to the aisle to amplify brand presence, drive sales, and create lasting engagement.”

Making the Most of Our Indie Network

Blue Chip’s leadership team joined us as guests at our most recent Global Summit in Riviera Maya, Mexico to get a taste of the network firsthand. It wasn’t long after experiencing the community and connecting with other indie agencies that they decided to join.

“We have already benefited from the learnings, best practices, and partnership opportunities that we've heard from some of the top independent agencies in the world,” Stanton shared. “We look forward to continuing to build relationships with other agencies and sharing our own collaborative success stories in the near future.”

“Blue Chip’s reputation for innovative and effective commerce is unmatched,” said John Harris, President and CEO of Worldwide Partners. “We’re thrilled to add their presence in Chicago, full-service capabilities, and retail marketing expertise to our global network of independent agencies.”