Clemenger Group has launched another agency – 'matched agenda' firm The Marketing Arm. It's been spun out of Creative Activation.
The Marketing Arm will develop promotional and shopper marketing campaign led by path-to-purchase strategies.
The agency was previously part of retail and brand agency Creative Activation, which will continue to exist.
But what is 'matched agenda'?
“Matched agenda marketing means we bring all sides of the equation together for our clients,” managing director Marcus Ingleby explained. “We create strategies to simultaneously meet the needs of the brand, the retailer and the shopper.”
Ingleby argued clients have become frustrated at retailers rejecting brands' in-store promotional campaigns.
He said: “Great manufacturers understand how to grow their brands. But retailers are telling us they are looking for partners who know how to grow the category as a whole. For the shopper, it's about creating something unexpected which catches the corner of their eye and takes them out of auto-pilot.”
The Marketing Arm's clients will include Fonterra, Mars, Carlton United Brewers, Bupa, Bic and Treasury Wine Estates.
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