“Shopper-centric marketing is becoming increasingly key in the Japanese market. Momentum has been working to develop its own full-fledged marketing approach for the past four years. Building on this, the agency will serve as a base for Shopper Sciences in Japan,” said Hiroshi Namiki, chief executive officer of Momentum Japan and chief operating officer of McCann Worldgroup Japan.
Shopper Science’s proprietary research methodologies are capable of mapping the shopper’s decision-making journey to “reveal the true drivers of influence”, said Michael McLaren, chief executive officer of McCann Worldgroup. “We believe it will prove a source of competitive advantage to our clients,” he added.
David Marquez-Clemente, an international marketer with over 15 years' experience in client and agency work, will lead the new practice. He was most recently a senior strategic planner at McCann Worldgroup Tokyo.
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