Eric Idermark

Senior Insight Executive

Joined SMG in Autumn 2018. Started our handling external evaluations but have worked extensively to improve our in-house capabilities for evaluations.

A quick Q&A with Eric

Favourite Capture campaign and why? 

Ferrero Pralines Xmas 2018. It was early days in our evaluation and a real learning experience. I could not have imagined it was that much work, literally blood, sweat and tears. But if was fun and I am super proud of where it lead.

How do you best demonstrate one of the Capture Values?

Stay hungry – I am always up for a challenge and I want to always improve and optimise.

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

How fast moving the market is and how small trends can quickly escalate.

What are you known for around the office?

The blond Swede that is supposedly not phased by the terrible, cold English weather (I am, I hate it).

If you were a piece of shopper media, what would you be and why?

Information Barker – I am there giving detailed, helpful information without being in your face and obnoxious.

 

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