Draftfcb's Lucas: Shopper Marketing Is More Than Just Shelf Talkers

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Over the course of his career, Jim Lucas has worked with Frito-Lay, Kellogg, Kroger, Procter & Gamble and others and has watched shopper marketing evolve. Now evp/director of Draftfcb’s shopper marketing division, Lucas sees the industry at a crucial point and compares shopper marketing to digital because it is a vortex of change as more packaged goods companies realize the importance of in-store marketing and retailers become aware of their power. Lucas spoke with Brandweek editor Todd Wasserman about the changing nature of shopper marketing.

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