Dallas-based Shoptology Agency Focuses on Shopper Engagement

5/30/2013
Independent agency network Project: WorldWide and shopper marketing industry veteran, Charlie Anderson, announced the launch of new shopper engagement agency Shoptology. Based in Dallas, Anderson will lead Shoptology as CEO, overseeing the agency's inaugural client, Pepsi Lipton Partnership.

Shoptology will draw on its deep knowledge of shopper insights and shopper marketing activation to create innovative engagement strategies that deliver results on behalf of its brand partners. As the agency grows, it will deliver strategy, ideas and execution in four lines of business: go-to-market models, shopper engagement programs, capabilities development, and shopper spark; or infusing shopper engagement ideas into existing programs.

"Shoptology presents a strategic and exciting opportunity for Project: WorldWide to take shopper marketing to the next level, as we seek out opportunities to increase engagement with shoppers at optimal points of influence across the entire path to purchase," said Bob Vallee, CEO of Project: WorldWide. "We know that Charlie's ability to engineer desire for major brands and his proven leadership will guide the agency to success."

Shoptology is built on Anderson's vast expertise and reputation in the shopper marketing sector. Recently brought into Project: WorldWide to build this capability, and former CEO of North America at Saatchi & Saatchi X, Anderson brings more than 15 years of experience working with premium brands, including Procter & Gamble, LG Electronics, Pepsico, Wendy's, Elizabeth Arden, Diageo, Kroger and Walmart. He was also named Shopper Magazine's "Who's Who in Shopper Marketing" in 2012.

"Backed by Project: WorldWide's depth of capabilities in engagement marketing, Shoptology presents an exciting, global opportunity to create the future of shopper marketing practices," said Anderson. "Together we will deliver fresh insights and ideas to engage consumers in a way that is invited, drives action and builds customer loyalty."

Over the course of 2013, Anderson will continue to build and develop the Shoptology team, leveraging the unique and complementary family of Project: WorldWide agencies and will work closely with clients in developing new game-changing capabilities.
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