YMA Presents....Our Closing Keynote!

YMA is proud to welcome Jason Dubroy, VP of Shopper Marketing at DDB Canada to the Marketing YOUniverse! Jason is one of North America's most recognized shopper marketing experts. He leads the shopper marketing practice from the Canadian office of DDB, one of the most creatively acclaimed, internationally awarded marketing communications agencies in the world. He and his team are charged with helping their North American client base realise brand relationships with both retailers and shoppers, as well as keeping abreast of the latest trends in shopper marketing, consumer engagement, marketing integration, retail execution and promotional innovation from around the planet.

He began his career in various roles at the Quaker Oats Company (now PepsiCo). Throughout his career he has worked in progressive positions at a number of leading marketing agencies, and has provided marketing insight to tier-1 organizations across North America including Adidas, American Express, Apple, Colgate-Palmolive, Revlon, Johnson & Johnson, Kraft, Starbucks, Loblaw Companies Ltd, Microsoft, Molson-Coors Brewing Co., Universal Studios, and Unilever.

Jason is a frequent speaker and international industry panellist on shopper marketing, consumer insight, promotional marketing, and recessionary retailing. He sits on a Canadian Marketing Association council, and is on the board of the Canadian Shopper Marketing Forum conference.

Session Description

Why We Buy: The Power of Shopper Insight

The best consumer marketing in the world fails to deliver if products aren't purchased, and the gatekeeper to each purchase is ultimately the shopper. This simple truth has led to shopper marketing becoming the fastest growing advertising vehicle in North America in the past 5 years. 

So why have so many people never heard of it? Some wrongly believe that shopper marketing is simply in-store communication. In reality it is far more complex, and in fact starts before the shopper even consciously knows that they need to buy anything! It uses every element of the advertising mix, and done well can influence brands to have better relationships with their retailer partners and ultimately sell more to their shoppers.

This enlightening and entertaining look at shopper marketing will introduce you to shopper insights: why you need them -and how they affect why you, your family and your friends buy the things that you do.

You will also see best-in-class examples of shopper marketing from around the world, including digital, social, retail, merchandising, and mass communication.