Tullo Marshall Warren (TMW) has appointed Dominic Moore and Victoria White as joint heads of shopper marketing, spearheading the division which was launched earlier this year.
White and Moore each have more than 12 years’ experience in the marketing industry with specialisms in promotional and experiential marketing across a range of disciplines including FMCG, financial services, automotive, IT and alcoholic drinks.
The appointments reflect the growth of shopper marketing within TMW and further boost the agency’s marketing capabilities, which include digital, mobile, social media and direct marketing. The division has conducted projects across the agency’s portfolio of clients, which include Diageo, Unilever, Nissan and Sainsbury’s.
TMW founding partner Richard Marshall said: “Shopper marketing is becoming an increasingly sophisticated area of clients’ marketing focus and gives us the opportunity to better manage the ‘end-to-end’ shopper experience. These are very significant appointments for the agency and reflect Dominic and Victoria’s specialist knowledge in this area.”
“Shopper marketing” is based on the principle that the shopper is not always the consumer and that the mindset of a shopper differs from that of a consumer. The discipline is about understanding shopper behaviour and using this insight to create shopper focused communications. These are not limited to in-store and should address all touch-points in the buying journey. Activity can take place across all media channels, from digital, to in-store and press.
