Senior Client Executive
I'm a proud member of the client team, working hard to ensure the brands I work with receive the best possible service on their shopper campaigns. I'm experienced at working on all elements of a campaign, from the initial response, to the booking and management of activity, to the final evaluation. Balancing a mixture of organisation & flair to ensure the best possible result.
A quick Q&A with Laura
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!
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.