GreyShopper, the shopper marketing arm of Grey Group, has promoted the managing director of its London office Sarah Green to the newly created role of chief executive of its EMEA regions as it looks to capitalise on renewed interest in the discipline.
Green will have oversight of the 10 GreyShopper agencies worldwide and is tasked with tying them together under a stronger umbrella strategy that can grow the network's reputation. She will report to global chief executive Joe Lampertius.
Her remit aims to capitalise on the shopper marketing group’s momentum over the last 12 months that has seen its roster of Procter & Gamble (P&G) brands swell. It won the FMCG company’s global shavecare business earlier this month and recently hired Peter Viento as its first global executive creative director from US agency Colangelo.
Green is succeeded by GreyLondon’s director Rob Sellers, who has played a core part in high-profile campaigns for McVitie’s, P&G and Lucozade. He worked closely with Green to secure new accounts including Volvo and Helly Hansen as well expanded its P&G business from four to 14 brands. Both Green and Sellers have helped raise the profile of the London business over the last two years at a time when marketers’ approach to shopper marketing has started to mature and the tactics they employ get more sophisticated.
Green said: “I'm delighted to be leading the GreyShopper charge across the EMEA region. We have some incredible talent and the untapped potential in the shopper and activation arena is ripe for further development - particularly as clients are more focused on the channels that convert the sale than ever before."
The move comes as the likes of McVitie’s, General Mills and P&G take more care in how they activate their brands in-store, taking time to ensure that the products being sold are more attuned to the concepts being advertised.