Tequila\Activations rebrands as Integer Australia – launches retail and shopper marketing agency
The Integer Group announced today that it is opening Integer Australia with branches in both Sydney and Melbourne. Tequila\Activations, part of Whybin\TBWA Group, will be rebranded Integer Australia. This realignment will allow the new entity to service Australian clients and Integer global clients.
Integer Australia will launch with six local clients including Insurance Australia Group, Goodman Fielder, GSK, MARS Petcare, Brown Brothers and Michelin. The initial staff of 10 will be led by Integer Australia’s new general manager, Georgia Bruton, with recently appointed Gavin McLeod (left) as creative director.
“As a critical touch-point in the consumer purchase journey, we believe now is the right time to put a real focus on a deeper understanding of the shopper behaviour for our clients. The introduction of the expertise and passion of The Integer Group allows us to take our expertise to a whole new level,” said Bruton.
Integer’s Shopper Marketing expertise utilises extensive global research data on shopper behaviour, retail insights, and unique tools to develop strategic marketing solutions for clients interested in engaging and motivating shoppers. The information is applied through the Shopper Continuum™; a proprietary approach which focuses on strategically communicating with shoppers before they enter a store (Pre-Tail™), while they are shopping (Retail) and after they make a purchase (Post-Tail™) by any of the most appropriate means. The path to purchase, rather than being linear, is therefore seen as a continuum, one where retailers and brands must connect with the consumer throughout their entire shopping journey.
The Integer Group was first launched in the US and is one of the world’s largest promotional, retail, and shopper marketing agencies, and a key member of Omnicom Group, Inc. As the 11th global office, Australia will be joining a network of other international offices in Europe, Asia, Africa, North and South America, and the Middle East. Some of Integer’s leading clients include MillerCoors, Procter & Gamble, Pernod Ricard, Kellogg’s, 7-Eleven, Michelin, and Nissan.
Jeremy Pagden, chairman of The Integer Group added: “It’s important that we continue to develop best-in-class partnerships across the world to service the global needs of our existing clients and continue our international growth.”
Shopper Marketing: Did you know?
An increasing change in shopper buying behaviour, the growth of the private label and new entrants such as Aldi and Costco, have meant that major retail chains are now under pressure to find alternative solutions to traditional cost cutting. With 70% of purchase decisions being made in-store* and 58% of shoppers leaving aisles empty handed due to confusion on shelf*, shopper marketing is becoming one of the fastest growing segments in the advertising and promotional mix.
(Sources: * POPAI / * The Integer Group)
6 Comments
Wow\that\was\quick
Congrats Gav.
Well done Woody
Nice hire, mind you the quality of creatives has never been an issue there, just the management and dodgy planning.
Well done Georgia.
I was going to write some kind of insider gag which would embarrass you and make me seem cool. but I couldn’t think of one.
So I’m reduced to the afore-mentioned bland ‘well done’.
You’ve come a long way since LA.
(Teehee, I did get it in!)
Meh, what sounds better or has more reputation… Integer or Tequila\TBWA? Integer sound PRETTY LAMO!!!