Horrea invests in CosaVostra to become the champion of “Creative Commerce”

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Founded 3 years ago by two former WPP executives, the Horrea agency is taking a strategic stake in the capital of CosaVostra, an agency recognized for its digital expertise and its influential podcast, Le Panier, the leading e-commerce podcast in France.

While the financial details of the transaction remain confidential, Horrea co-founder Cédric Massonnat insists that this is not a simple financial investment but a real industrial project: “We bring our know-how in the management of service companies and our ability to have an impact on the market”. The new group aims to transform the way brands interact with their consumers by combining creativity, technology and storytelling.

The two agencies highlight their complementarity, with CosaVostra providing its expertise in creativity and transforming brands into media, while Horrea stands out with its know-how in e-commerce consulting and operations. “We support our clients from start to finish in their e-commerce transformation, from design to day-to-day operation in a world where everything is becoming e-commerce”, explains Cédric Massonnat.

Towards a new business model

The concept of ‘Creative Commerce’ proposed by this alliance promotes a contemporary approach to online commerce: “Traditional e-commerce is no longer enough, it is necessary to create experiences that captivate consumers”. This involves not only selling products but also creating memorable experiences that engage customers on an emotional level.

Among the agency's prestigious clients, Champagne Bollinger was able to reconnect with its customers thanks to an application developed by Horrea that offers club members exclusive content, private events and unique products. “We have created a club where fans can access experiences that would otherwise be inaccessible, such as private dinners or exclusive vintages”, explains the manager. Horrea also supports the Nespresso group on key stages of the e-commerce site, such as the home page or the coffee page, which are critical audience crossroads for the coffee specialist.

To meet the needs of its customers, Horrea has developed 360° support: “We don't stop once the platform is launched; we operate these experiments over the long term”, specifies Cédric Massonnat. The agency even acts as an e-commerce delegate as with Campari – for its Aperol brand – by ensuring the direct management of all derivative products in Europe.

“Everything becomes e-commerce”

The digital market is undergoing a major transformation with international players such as Publicis, WPP and Havas consolidating their positions through acquisitions, while facing the rise of specialist groups such as the French EDG (European Digital Group). In this competitive context, Horrea is positioning itself on the e-commerce vertical by emphasizing its unique expertise in this field.

“We want to distinguish ourselves with specific solutions to the challenges that brands face in their digital transformation”, says Massonnat. This specialization allows Horrea to effectively address the diverse needs of companies seeking to optimize their e-commerce performance while navigating a complex environment where innovation is essential. In this market, the digital commerce vertical “remains underexploited and poorly consolidated” despite the presence of specialists in digital marketing, CRM and Paid Search.

Beyond the French market, Horrea has European ambitions by capitalizing on their expertise in e-commerce and their ability to create unique customer experiences. “We have already established solid partnerships with international brands [Nespresso, LVMH, Campari Group, editor's note] and our goal is to increase our influence on the European market”, he says. In the long term, the group hopes to become the preferred partner of brands seeking to develop on the European market.

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