
Earlier this month JWT launched an exciting new shopper and retailer insight and planning division, called
Evocatif@JWT. Designed to drive path-to-purchase strategies and executions, the expansion is a critical area of focus for client business. Leading the new division will be shopper strategy expert, Michael Pezzutti, who has spent 14 years at Lion and is credited with reshaping the alcohol business’ brand approach to retailing through shopper-led strategies and principles. We sat down with
John Gutteridge, chief executive of JWT Australasia to talk about the launch, new leadership and why shopper thinking is an important piece to brand planning.
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