WPP Group chief Martin Sorrell describes shopper marketing as the next big battleground for retailers in mature markets. In that offensive WPP’s Grey has enlisted Joe Lampertius to work on behalf of clients seeking that advantage. Lampertius is the new CEO of the agency’s global shopper marketing practice, joining the agency from Momentum Worldwide where he was svp, shopper marketing.
Lampertius’ position is new at Grey and his initial focus will be on Procter & Gamble, which is the agency’s largest client. He is bringing together the network’s disparate shopper marketing resources, in 20 different markets, into an integrated operation for P&G. Lampertius built a comparable practice while at Interpublic’s Momentum where he worked with brands like Coca-Cola, American Express and Smucker’s. He had earlier been a svp, general manager, business development at Mars Advertising handling marketers like Colgate, Pfizer, United Health Group, Kraft and Diageo.
Shopper marketing is a fast-growing business and advertisers are allocating more of their budgets to it. Lampertius says it requires close coordination between shopper marketing companies, ad agencies, digital shops and other marketing disciplines.
“If you’re looking at the shopper marketing industry today only 20 percent of the agencies are doing it; 80 percent are doing customer marketing,” he said. “Everyone is rebranding themselves as shopper marketing but you have to bring a more sophisticated understanding. It’s more than just coming up with the latest sweepstakes, door hangers and displays.”
When appropriate, Grey will continue to work with retail activation agency Geometry Global, formed by the merger of its G2 Worldwide unit with corporate WPP siblings Ogilvy Action and JWT Action. However, the unit works for P&G competitors like Unilever, Johnson & Johnson and S.C. Johnson.
In a memo to staffers, Jim Heekin, global chairman, CEO, Grey Group explained the importance of the practice: “Shopper marketing, whether online, e-commerce, in-store or mobile, is at the center of everything a brand touches. It has tremendous growth potential as a marketing platform…”