Georgia Bruton has joined J. Walter Thompson Melbourne to head up the agency’s growing shopper business. Bruton will lead the JWT Melbourne agency’s in-house Shopper teams, members of which are integrated into client teams across the agency.

Bruton will also split her time to devote attention to the strategic and creative solutions delivered on the agency’s largest shopper client, Treasury Wine Estate.

Bruton’s previous role was as national MD for shopper specialist agency Integer.

JWT Melbourne managing director Michael Godwin said, “Shopper now accounts for around 20 cents in every dollar of revenue we earn and it is growing fast, so the time is right for us to create this new role and invest in someone of Georgia’s calibre and experience to lead this part of our business.

“Increasingly, clients require an agency to take a ‘store out’ approach to campaign planning and development. So I’m thrilled we’re able to offer them someone with Georgia’s expertise and passion for this space; nobody in this market knows more about the discipline than she does.”

Commenting on her motivation for her move, Bruton added, “JWT has always been a pioneering agency, and it’s this core spirit which sparked my enthusiasm to join.