Mediabrands Launches Insight-Led Shopper Practice

Mediabrands, part of marketing services giant Interpublic Group, is launching a specialist shopper marketing agency, ShelfLife, to be headed by John Ross, currently President of the IPG Emerging Media Lab.

Based in Atlanta, the new firm will focus on generating insights and plans in connection with the consumer shopping experience, identifying and targeting the key influences in the purchase of products from everyday packaged goods to automobiles. IPG is also building a second research lab in Atlanta, known as the Shopper Insight Center, which will be aligned with the new agency.

By the time of its official launch on July 28th, Ross says the agency will be ready to announce its charter clients and key management team. In addition, by working closely with IPG's experiential marketing unit Momentum Worldwide, ShelfLife will be able immediately to boast a network of more than 70 offices worldwide.

Mediabrands has recently announced a partnership with AOL, aimed at gathering insights into how consumers do research before making product purchases and using them to improve marketing campaigns.

Ross will report to Matt Freeman, CEO, Mediabrands Ventures, while Brian Monahan, Head of Social Media at IPG's Universal McCann, is likely to succeed him as head of the lab.

Ross joined Mediabrands a year ago after a dozen years at The Home Depot, latterly as VP, Advertising, Marketing and Consumer Incentives. He comments 'Decision making at retail does not begin with a store visit. Most shopper journeys begin outside the store, with shopper influence coming from a variety of sources.' Stressing that this journey is 'poorly understood', Ross says the desire to plot this journey point by point and analyse the many factors influencing the purchase decision is 'at the heart of the [new] practice'.

Web site: www.mediabrandsww.com .