Gemma Smith

Senior Client Manager
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Favourite Capture campaign and why?

It has to be Burton’s Biscuits, on their What would you do for a Maryland? campaign. This has been a fantastic opportunity to work with one of Britain’s most iconic FMCG brands. We supported the campaign full service bringing the activation through the line to make sense in a shopper environment. The cookie never crumbled!


How do you best demonstrate one of the Capture values?

Stay Hungry – I am always on a mission to share the values and services of both Capture and Lobster, to anyone and everyone. No stone, goes unturned!


What’s the biggest thing you’ve learnt about shopper?

The importance of ‘shelf back’ theory. No matter how great your ATL is, if your shopper doesn’t compliment and support the process, all could go to waste at the final hurdle.


What are you known for around the office?

Laughing and trying to avoid cake (usually failing).


What piece of shopper media would you be and why?

Digital 6 Sheets – Loud, proud and reactive!