JWT is to launch a bespoke shopper and retailer insight and planning division known as Evocatif@JWT with the recruitment of shopper strategy expert Michael Pezzutti.

Pezzutti, formerly of Lion, will lead Evocatif@JWT with his appointment effective immediately, and is credited with reforming the alcohol business’ brand approach to retailing via shopper-led principles, resulting in extremely vigorous bottom lines.

He will be a shared resource between JWT and STW-owned shopper and retail creative agency, Evocatif, and will develop insight-led strategies for JWT clients to help them achieve their business goals.

JWT chief executive officer Australasia John Gutteridge is keen for Pezzutti to make an immediate impact. “It’s a crucial area that needs expert attention and we will be working closely with Michael to address the challenges our clients face in the retail environment,” he says.

Having spent 14 years at Lion, forging strategies for effectively investing in shopper-led brand and category solutions in retail, the acquisition of Pezzutti is a significant addition.

“I’m thrilled to be working with JWT clients, some of the best known FMCG and retail brands in the market, to enhance their retail and shopper strategies,” says Pezzutti.

“[This new venture] is also about connecting with the brands’ broader comms plans and priorities,” he adds.