JWT has launched a shopper and retailer insight and planning division to drive path-to-purchase strategies and executions.
The division, called Evocatif@JWT, is led by shopper strategy expert Michael Pezzutti, who joins from Lion. He will work across both JWT and Evocatif.
John Gutteridge, chief executive of JWT Australasia, said: “It’s a crucial area that needs expert attention and we will be working closely with Michael to address the challenges our clients face in the retail environment, and uncover opportunities that deliver results to our clients’ bottom lines.
“Michael will address how shopper thinking can be integrated into both our clients’ business and our agency processes.”
Janet Bailey, Evocatif CEO, said: “We’re really excited to be partnering with our sister agency JWT to create truly effective shopper solutions that are closely aligned to JWT clients’ bigger business priorities.”
Pezzutti (pictured) spent 14 years at Lion, where he recently led strategies for investing in shopper-led brand and category solutions in retail.
He said: “I’m thrilled to be working with JWT clients, some of the best known FMCG and retail brands in the market, to enhance their retail and shopper strategies.
Evocatif@JWT will help clients achieve better results in the retail environment, while ensuring that the priorities we identify that better engage shoppers also connect with the brands’ broader comms plans and priorities.