Australian shopper marketing pioneer Evocatif – part of STW – has unveiled a new look and brand name as it looks to further evolve its innovative approach within the fast-growth sector.
Ten-year-old agency brand Evocatif has been replaced by the new name of evo, complete with a new brand position, logo and enhanced resources.
It marks a new phase for the agency as it looks to refine and evolve its offering and capabilities while the sector itself becomes more competitive, and shopper engagement becomes more sophisticated.
STW CEO Michael Connaghan said the time was right for Evocatif to take a new and refreshed position to the market.
“Shopper marketing is a growth industry with huge potential both for STW and the broader Australian marketplace,” he said. “Evocatif has long been a leader in its field, bringing creative solutions to its clients’ business issues. As Australian shoppers become more savvy, and more demanding, it is important Evocatif evolves to ensure its brand reflects the outstanding and innovative approach the team takes to this highly competitive market.”
evo’s Managing Director, Jeff Froud, said the requirement for innovative, engaging shopper marketing strategies and executions has never been greater.
“Our research shows that one out of every seven Australian shoppers search stores looking to be inspired to try new products, or create new recipes,” he said, “but only one out of 10 shoppers ever find that inspiration.
“evo believes Australian shoppers deserve better, and inspiring and delighting Australian shoppers is what motivates us. There is a very real and immediate opportunity marketers have with just about every Australian shopper, and with a new look, refined set of capabilities teamed with years of international and local experience, we believe evo is uniquely placed to deliver.”
Further driving the need for change is a shift in how the Australian industry is evolving its investment in funding and resourcing shopper marketing.
“Our key metrics show that shopper marketing in Australia has reached its tipping point, with one-third of relevant companies dedicating specific budgets for shopper marketing, while two-thirds of manufacturers now have dedicated shopper marketing teams,” Mr Froud said.
evo’s new hexagonal logo was developed in-house, and reflects the various steps the agency takes when approaching the path to repurchase.