JWT launches Evocatif@JWT, shopper and retailer insight and planning division led by shopper strategy expert Michael Pezzutti

JWT has today announced the launch of Evocatif@JWT, a bespoke shopper and retailer insight and planning division that will drive highly effective and creative path-to-purchase strategies and executions for FMCG and retail brands. Evocatif@JWT will be led by shopper strategy expert Michael Pezzutti (left) who joins from Lion.

Pezzutti is credited with reshaping the alcohol business’ brand approach to retailing via shopper-led principles, resulting in significant financial gains.

Pezzutti will be a shared resource between JWT and STW-owned shopper and retail creative agency, Evocatif.

JWT chief executive officer Australasia John Gutteridge said Pezzutti will develop insight-led strategies for JWT clients that achieve their business goals.

Says Gutteridge: “It’s a crucial area that needs expert attention and we will be working closely with Michael to address the challenges our clients face in the retail environment, and uncover opportunities that deliver results to our clients’ bottom line.

“Michael will address how shopper thinking can be integrated into both our clients business, as well as our agency processes.”

Says Janet Bailey, Evocatif chief executive officer: “We’re really excited to be partnering with our sister agency JWT to create truly effective shopper solutions that are closely aligned to JWT clients’ bigger business priorities.”

Pezzutti spent 14 years at Lion, where he most recently pioneered strategies for effectively investing in shopper-led brand and category solutions in retail. Lion has led the shopper agenda with key national liquor retailers and is considered a leading supplier with Woolworths and Coles.

Says Pezzutti: “I’m thrilled to be working with JWT clients, some of the best known FMCG and retail brands in the market, to enhance their retail and shopper strategies.

“Evocatif@JWT will help clients achieve better results in the retail environment, while ensuring that the priorities we identify that better engage shoppers also connect with the brands’ broader comms plans and priorities.”

Pezzutti’s appointment is effective immediately.