Fiona Beauchamp, the newly appointed  member of the Institute of Promotional Marketing's Board of Directors and Bray Leino's own Director of Activation  has said that the biggest tragedy for any brand is to drive effective awareness in the media, only to lose out to rivals in-store.

Fiona, who has been a director at the creative communications Agency Bray Leino since earlier this year, has over 25 years' experience delivering first-rate strategic, award winning activation and shopper marketing activity for a range of consumer brands, from Grants Whisky to Virgin Atlantic.

Engaging the shopper represents the last, final hard yards of the journey. And in the busy consumer retail environment, many brands pump media spend into their communications, only to find themselves financing growth for their entire category; their in-store is failing to capitalise on their media spend. Fiona's success to date has been about identifying where the shopper is dropping out of that process, and acting to address the gap.

Fiona Beauchamp said: "What we do is all about delivering the best strategic outcome for the Client, both in brand-building terms, but also in ROI. Promotional marketing as a channel is ideally composed to deliver both creatively, and in terms of bottom-line business benefits. We look to make our Clients budget work as hard as possible and promotional marketing involves many tools and techniques that are perfectly tailored for that very task.

Market-leaders that aren't taking shopper marketing seriously risk being displaced by more agile challenger brands. It's the ability of this channel to deliver so effectively on bottom-line business benefits that I'm looking forward to championing in my new role."

Bray Leino is part of The Mission Marketing Group plc (the missiontm), the national marketing communications and advertising group including Addiction, April-Six, Balloon Dog, Big Communications , RLA, Robson Brown, ThinkBDW, Solaris, Story and Yucca.

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