Gemma Smith

Senior Client Manager

As a Senior Client Manager at Capture, it is my role and passion to develop and grow new relationships with brands. Through arranging new business meetings, my team drives engagement and new opportunities to work with some of the top FMCGs and ensure the seamless delivery of initial campaigns.


A quick Q&A with Gemma

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!




Recent posts

Design to disrupt: Best practice for shopper marketing creative

The key to communicating effectively in the shopper context is designing to disrupt...

Adapting campaigns to suit the shopping mission not just store format

Shopper marketers need to focus less on store format and more on shopping missions...

Reinforcing brand value in the rise of the threat from own label

With shoppers increasingly choosing own label products, brands are having to fight harder than ever for consideration.

Shopper: So much more than cardboard in store…

The shopper media opportunities available to FMCG brands have doubled in the last 5 years alone.