As a planner, my role is to leverage insights about how people shop in order to create effective communication and media strategies. I'm also a 'cheerleader' - working with our client and creative teams to help bring these strategies to life!
A quick Q&A with Lara
Favourite Capture campaign and why?
Primula Makes The Pasta – The brand loved the creative proposition and visuals, and have since evolved it across numerous campaigns.
How do you best demonstrate one of the Capture values?
Stay Hungry – I’m a self-confessed perfectionist and always expect the best from myself.
What’s the biggest thing you’ve learnt about shopper?
Here’s a short poem:
Shopper media is so much more..
than just the cardboard found in-store!
What are you known for around the office?
Blasting Disney songs and singing along loudly.
If you were a piece of shopper media, what would you be and why?
A dual-branded barker – because I’m a real team player!
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.