Barrows Named Commerce AOR for Conagra Brands, Triffecta Steps In as Tech Partner

Barrows, part of WPP Enterprise Solutions, has been appointed U.S. commerce marketing agency of record for Conagra Brands. The news surfaced August 12, 2026, in a LinkedIn post from Lesley Mace, who positioned her company Triffecta as a complementary technology provider on the account.

No campaign details have been disclosed. The appointment covers commerce marketing specifically, the discipline focused on retail media, e-commerce optimization, and shopper-facing digital work rather than traditional brand advertising.

Triffecta's role, as described in the post, sits alongside Barrows rather than in competition with it. The post describes a split structure: Barrows handling agency-of-record commerce marketing duties, Triffecta supplying the technology layer underneath.

Conagra Brands, the packaged foods company behind Birds Eye, Slim Jim, and Duncan Hines, has not issued a public statement confirming the appointment. WPP Enterprise Solutions, the holding company division that houses Barrows, has not commented either.

The post did not specify budget, contract length, or which Conagra Brands advertising campaign work, if any, falls under the new commerce mandate. The post did not specify whether this replaces a prior commerce agency relationship or represents a newly created scope.

Barrows now holds the U.S. commerce marketing AOR title for Conagra Brands. Triffecta has publicly attached itself to that account as a technology partner. Everything else, including the shape of the underlying brand advertising campaign strategy, remains unannounced.