P2PIQ: How has your agency evolved in the past couple of years?
WOTHERSPOON: We’re using our conversion mindset in more contexts. We’ve become insight leaders in shopper behavior with investments that now allow us to mine and use data in an incredibly effective manner. That’s only part of it, however. Shopper work sometimes gets a bad rap for being light on style. It needs to be insightful and connective in time and channel, as well as in idea and design. We believe that we make beautiful, effective work and still meet fast-moving, results-oriented needs. We understand the world of what sells, so we now use our insight, strategy and design skills to help our clients develop a richer innovation pipeline.
We also entered the cannabis space, working with global leader Canopy Growth to drive conversion of legal cannabis in Canada. We were the first shopper marketing agency in that space here, architecting shopper journeys as we learned about pain points and opportunities to grow conversion.
Shoppers are moving through the conversion journey in exciting new ways. We have data and insights on our side. The future belongs to those who can dream big, think quickly and act with certainty.