Favourite Capture campaign and why?
I really enjoyed working on a recent Liberté campaign, where we wanted to drive awareness of a relatively new product but also maintain brand relevance with shoppers too. Our campaign was competition based in the end, and as well as the media we were able to advise on the prize and the communication strategy too.
How do you best demonstrate one of the Capture values?
Stay Hungry – I always want to explore new media opportunties for our clients, and understand whether things can be done more effectively or differently.
What’s the biggest thing you’ve learnt about shopper?
I’ve learnt different media elements do different jobs, and it’s important to relate back to these when you are considering your campagin KPI’s. Some perform better for awareness, whilst some for ROI. A well rounded campaign shouldn’t be expected to have a positive ROI across all its touch-points.
What’re you known for around the office?
Singing terribly, and for my love of crumpets.
If you were a piece of shopper media, what would you be and why?
Sainsbury’s Magazine! I love the range of creative opportunities available for brands, and it’s a lovely read too!