Shopper Marketing - April 2017 - 90

WHO'S WHO | IN SHOPPER MARKETING AGENCIES

MOSAIC SHOPPER: JAMES FRASER,

General Manager, North America

J

ames Fraser says the short- and longterm future of the shopper marketing
agency industry is "content, content,
content." The general manager of Mosaic
Shopper North America thinks that because
shoppers have so much control that a connection needs to be made with them in every
phase of the path to purchase. "Our industry
is going to, in my opinion, be divided into two
major camps," Fraser says. "Camp one is all
90

y SHOPPER MARKETING APRIL 2017

Photo by Diedra Woll

about the creation of content, camp two is all
about the distribution of content."
Even traditional pieces of the mix, from
packaging to promotion, need to be thought
of as content and methods of content distribution, he says. "The era of brands talking to
themselves is over," Fraser says. "Every CPG
company and agency needs to develop ways
to create content that matters to specific audiences and, more importantly, how to get it to



Table of Contents for the Digital Edition of Shopper Marketing - April 2017

Contents
Shopper Marketing - April 2017 - Intro
Shopper Marketing - April 2017 - 1
Shopper Marketing - April 2017 - 2
Shopper Marketing - April 2017 - 3
Shopper Marketing - April 2017 - Contents
Shopper Marketing - April 2017 - 5
Shopper Marketing - April 2017 - 6
Shopper Marketing - April 2017 - 7
Shopper Marketing - April 2017 - 8
Shopper Marketing - April 2017 - 9
Shopper Marketing - April 2017 - 10
Shopper Marketing - April 2017 - 11
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