evocatif@JWT Appoints Global Strategist as MD

The bespoke Shopper Marketing joint venture, evocatif@JWT, has today bolstered its proposition with the appointment of globally renowned shopper strategy expert Jeff Froud to the role of Managing Director.

Froud, previously head strategist of TPN North America, brings more than 15 years of local and global shopper marketing experience with agencies such as OgilvyAction, plus an unrivalled background in strategic planning to evocatif@JWT.

Charged with leading the joint venture between STW-owned shopper and retail creative agency Evocatif and JWT, Froud’s remit is to deliver integrated shopper marketing campaigns for some of Australia’s best known brands, including Nestle, AB World Foods and KCA.

JWT's Chief Executive Officer John Gutteridge said of the appointment: "Shopper marketing can be incredibly effective for both retailer and supplier when executed properly. Jeff returns to Australia having spent 10 years operating in a very sophisticated shopper market with great success. This experience combined with his instinctive ability to deliver powerful Shopper strategies, that are fully integrated with 'the brand idea' will be enormously advantageous for our clients and retailers alike."

Evocatif’s Chief Executive Officer, Janet Bailey said: “Jeff’s appointment brings unique knowledge of cutting edge shopper tools to Australia and we believe it is a genuine step towards Evocatif leading Australia in the field of Shopper Marketing. Shopper marketing just got a whole lot more exciting and we are delighted to be working with Jeff and the broader JWT team at this time.”

Froud earned his stripes working both ‘client side’ in Strategy and Marketing roles for Nestle, Reckitt Benckiser and GlaxoSmithKline. He then moved ‘agency side’ most recently working across confectionery, analgesics, oral care, surface care and beverages categories in the USA, including a stint with OgilvyAction building the global Shopper Marketing practice, credited with leading the implementation and insight development for the worlds largest shopper behaviour study.