M&C Saatchi has announced it will be launching a brand new agency specialising in driving purchase conversion, with Michelle Whelan as managing director. The agency, which has yet to be named, will be opened in September, and will help brands better connect their communications across channels to maximise conversion at every touch point by offering insight into today’s average multi-channel shopper. The agency will service existing M&C clients, as well as targeting new retail and FMCG brands. The announcment comes at an exciting time for M&C, with a raft of new hirings (and some departures) following the buy of Lean Mean Fighting Machine and the elevation of LMFM's Tom Bazeley to CEO of M&C London.
M&C Saatchi has announced it will be launching a brand new shopper agency specialising in driving purchase conversion
Whelan will join in May to begin laying the ground-work ahead of the launch of the new division in September. The new agency will be head-quartered in Golden Square at the heart of Soho. She will be joined at the new agency by LIDA’s ECD, Nicky Bullard, who will provide creative oversight. The agency will also bring together more talent from across the group to create a heavily integrated offering.
Michelle Whelen joins the new agency after a stint as managing partner at Leo Burnett's Arc Worldwide
Whelen joins the new agency after a stint as managing partner at Leo Burnett's Arc Worldwide, where she was previous head of shopper marketing, meaning she has a wealth of experience in the field. She's also worked with a range of retail and FMCG brands including Tesco, P&G, Cadbury, Samsung, Sony, VW, L’Oreal and EA Games. As managing partner at Arc, she was integral in helping them win the IPM Agency of the Year Award in 2014 and the MAA Agency of the Year 2015. She also previously held senior positions at Iris, BBDO, and TBWA.
The agency will service existing M&C clients, as well as targeting new retail and FMCG brands
Lisa Thomas, CEO at the M&C Saatchi Group, said “Understanding why and how and where people buy is increasingly more important to clients and to producing brilliant creative ideas.” She says that “Data and technology make this an even more exciting space to be,” and believes that Whelan is a “Bright, charming” person who “Knows Shopper inside out and is the perfect person to lead” the new agency in the UK. Whelan added that “Historically, shopper marketing has been on the periphery of agency and client thinking,” but “In a world where every channel is shoppable, there is massive opportunity to create commercial advantage by connecting data, mobile, social, experiential and creative technology.”