Mar 12, 2007 6:01 AM, PROMO Xtra, By Betsy Spethmann
Draftfcb Launches Shopper Marketing Unit
Draftfcb has opened a shopper marketing division under retail marketing veteran Jim Lucas.
Lucas takes the new title of executive vice president and director of the division, which will be based in Draftfcb’s Chicago headquarters.
He has worked at Draftfcb for nearly five years, most recently as director of strategic planning and research. Earlier, Lucas held that same post at Chicago shop Frankel (now part of Arc Worldwide).
The shopper marketing unit opens with a staff of four, working with current Draftfcb clients Kellogg, U.S. Postal Service and the Ontario Lottery & Gaming Board.
The division is designed to set consumer-based retail marketing strategy for retailers, manufacturers and service providers, according to Draftfcb.
“There are nearly one million active UPCs in the U. S. today, with the average household purchasing about 800 UPCs in a year,“ Lucas said in a statement. “As the number of product choices has increased, the choice processes among consumers have changed. Aligning the objectives of retailers and shoppers and effectively activating shoppers through value-added experiences is not only the mission and goal of our shopper marketing division, it is a core success factor in any marketing program today.”
Draftfcb ranked No. 17 in the 2006 PROMO 100 (as Draft, before its merger with Foote, Cone & Belding) with estimated 2005 net revenues of $387 million, up an estimated 15% from 2003.
For more stories on agencies> For more coverage on marketing at retail |
DON'T MISS AN ISSUE! PROMO Magazine provides insights into using promotion marketing as strategic, measurable component of an overall marketing mix. DON'T MISS OUT on "how-to" information on strategies and tactics successful marketers use to improve product sales and brand image. |
 |
||||
| A panel of professionals answers your questions. Submit your questions. | ||||
 |
Michael McKelvie Gift Cards and Reward Cards   |
|||
 |
Bob Bell Tie-in Partnerships  |
|||
 |
Dave Hunt Rebates  |
|||
 |
Bruce Hollander Sweepstakes  |
|||
 |
Joel Parent Interactive  |
|||
 |
Become an Expert More Info |
|||
Promo Newsletters
PROMO Premium & IncentivesPROMO's P&I E-newsletter is the bi-weekly source providing insights on the latest products, innovations, company news, launches, and more. As the premiums and incentives industry continues to grow, the P&I E-newsletter keeps you informed about developments that affect your business and gives you a better perspective on this multi-billion dollar industry.
PROMO XtraTo stay ahead in today's fast paced promotion industry, marketers and agency execs turn to PROMO Xtra, the must-read e-newsletter from the editors of PROMO. Sent out three times each week, PROMO Xtra keeps them up-to-date on the latest news, ideas, mergers, campaigns, launches, and more.
