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Interpublic Group’s Mediabrands is launching ShelfLife, an agency specializing in retail shopper marketing.
John Ross, currently president of the IPG Emerging Media Lab, will head the new shop. Ross will report to Matt Freeman, CEO, Mediabrands Ventures.
Brian Monahan, head of social media at IPG’s Universal McCann, has been tapped to succeed Ross as day-to-day head of the lab.
The new shopper-marketing agency will focus on generating insights, plans and activations surrounding the consumer shopping experience. It seeks to leverage the key influences that lead to the purchase of specific products ranging from everyday package goods to automobiles and other high-end goods and services.
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