Shopper Marketing - April 2017 - 91

the individuals that comprise the audience."
With three partners in 2010, Fraser helped
turn Hunter Straker from a small packaging
firm in Toronto to a powerhouse that Acosta
purchased in 2012. Hunter Straker had done
fine work and held long-term clients, he says,
but it was small.
"When my partners and I came together
we had a vision for a different kind of shopper agency, one that would use package and
branding as the base," Fraser says. "We took a
real risk because there really wasn't anything
like it in the marketplace, but it made sense.
With that, "Purchase Design" was born. By the
end of the second year, we had doubled the
sales of the company."
Purchase Design - to drive purchase through
consistent design and design thinking across
the shopper journey - is what drives Mosaic
Shopper, Fraser says, and differentiates it. Mosaic is a collection of agency services including: shopper, package/branding, experiential, content, digital services and retail. "This,
combined with the power of Acosta, makes
the proposition extremely powerful," Fraser
says. "The best way to describe what we have
created is that Acosta is the North American
expert in getting products on the shelf, while
Mosaic is the North American expert at getting them off the shelf."
Fraser claims another Mosaic differentiator: a methodology behind finding what the
agency calls "Unsight." The thinking behind
Unsight is that while the various research

companies - Nielsen, IRI, Mintel - provide excellent intelligence, they are universally used,
so everyone has the same knowledge.
"While insights strive to uncover the white
space, the Unsight strives to uncover the dark
space," Fraser says. "Those spots which are
in the shadow of the white space that traditional methodologies just can't reach. The
simple rationale is that if all of your competition is finding the same white space, we
would question if it is truly white space at
all. This led our agency to develop specific
behavioral methods for getting to what we
call the Unsight."
Unsight guided Fraser's team to create a
recent successful program for Diageo called
Whiskey Five, which was designed to categorize whiskey according to flavor profiles
- smoky, smooth, strong, sweet, spicy - as opposed to the traditional method using whiskey types such as bourbon, scotch and rye.
Fraser says if one thing is certain in today's
shopper marketing, it's that nothing is certain.
"Clearly the most interesting part of our industry is that there are no longer any norms,"
he says. "Marketing used to be a simple proposition - buy some spots on the key networks
at the right time, get product to the store
and you could be successful. We are living
in a world where neither media nor getting
product on shelves is absolutely mandatory.
We are constantly learning more about this
omnichannel world and finding new ways of
breaking through."
APRIL 2017 SHOPPER MARKETING y

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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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