I ensure creativity it is kept high and full of passion.
A quick Q&A with Fenella
Favourite Capture campaign and why?
I love it all… each a different challenge.
How do you best demonstrate one of the Capture values?
Stay Honest – My challenging honesty gets me into hot water from time to time!
What’s the biggest thing you’ve learnt about shopper?
Just how effective different POS items are in terms of ROI, and where gains can be made when creative is working really hard
What are you known for around the office?
After today, probably for my love of “What the Pitta”
If you were a piece of shopper media, what would you be and why?
Hanging banner – because I like to think I help to give direction.
Shopper marketers need to focus less on store format and more on shopping missions...
With shoppers increasingly choosing own label products, brands are having to fight harder than ever for consideration.
The shopper media opportunities available to FMCG brands have doubled in the last 5 years alone.