Former Britvic marketing director launches brand activation agency

James Sewell, Laura Auchterlonie, Toby Moore and Andrew Marsden
James Sewell, Laura Auchterlonie, Toby Moore and Andrew Marsden

Andrew Marsden, former Britvic marketing director, has launched a venture focused on experiential and shopper marketing, with a remit to bring brands to life from 'strategy to store'.

Called Pilgrim Marketing and based in central London, the agency aims to combine business strategy and brand positioning with creativity and research and will focus on shopper marketing and experiential campaigns.

The agency has been in soft launch mode since last year but has marked its official launch this month with the announcement of its board. The Pilgrim senior team includes Jim Sewell, former group sales and marketing director of Alternative Networks, with more than 20 years’ client experience in telecoms and tech; managing director Toby Moore, the former founding partner of shopper marketing agency Mesh Marketing, who has previously led accounts including Mars Confectionery, Champagne Lanson and Britvic; executive creative director Laura Auchterlonie, who has been creative lead on campaigns for Skittles, Wall’s Ice Cream, Courvoisier and Coke and head of research Rob Waddington, a veteran market researcher, who will lead Pilgrim’s campaign effectiveness testing and research and insight.

Marsden, chairman of Pilgrim Markeing said: "Clients certainly don’t need yet another run-of-the-mill breakaway creative agency. Pilgrim’s unique combination of senior ex-clients and agency leads means we really get the consumer and trading challenges today's brand owners face, and can then bring their brands to life from strategy to store in more powerful, relevant and creative ways along the path to purchase."

The agency is working with a number of brands, including Champagne Lanson, Hofmeister, The National Gallery and Pipers Crisps.

Pilgrim managing director, Moore, added: "Potent results arise from the rigour of senior business thinking alongside daring creative. Testing enables us to take the right the path early and solve brand marketing challenges in unexpected ways." 

Marsden joined agency iD Experiential in 2010 as non-executive chairman. Madras Brand Solutions, a global creative and content agency with a focus on experiential, launched last month in London, New York and Chennai.

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