Agency 1HQ boosts shopper marketing with ex-Coke expert

She has spent 11 years working in activating design for commercial value, initially focusing on brand design and management for Coca-Cola GB and more recently developing and managing the shopper marketing activation for Coca-Cola’s European campaigns.

She said: “We live in a world full of choice, however, 50 percent of shoppers choose the same items each time – so how we affect that choice is key.

“Consumers can choose to love you, but that doesn’t always lead to your brand being bought in store. Retailers can choose to stock you, or compete directly against you with their own brand.

Karen continues, “This requires two essential elements – mining the insights that matter, and delivering the solution through excellence in execution, engaging with the shopper to create the memorable experiences that are key in successfully converting them to choose and buy your brands.”

1HQ chief executive Mark Artus said: “Karen’s combination of client-side shopper marketing skills, and the already established creative and strategic resources that 1HQ has, puts her in the perfect position to provide existing and new clients with a strong shopper-marketing proposition.”

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