Making retail brighter: Sense launches new Retail Marketing Division with key senior hires.

Shopper Marketing

We have just launched a new shopper marketing division!

Ex-Commercial Director of Sainsbury’s Paul Mills-Hicks has joined us as Chairman and James Willoughby as Head of Shopper.  Paul was formerly responsible for all Sainsbury supplier marketing, and James’ background includes overseeing all shopper work for multiple blue chip FMCG brands.

Their expertise includes last mile execution, across, but not limited to disciplines such as:

  • Prize Promotions
  • Brand Partnerships
  • Shopper Toolkits
  • Retailer Overlays
  • Category Strategy

And their proposition of “Making Retail Fail a thing of the past” is built on some key shopper marketing learnings and methodologies, such as:

1. Promotional activation – proprietary research uncovering the psychological tipping points of prize promotions – fundamental behavioural insights allowing brands to maximise ROI, through rebalancing budget allocated to prizes vs supporting media.

2. Shopper comms – methodologies informing messaging hierarchies, based on known barriers and triggers at different points of the path to purchase (proven to achieve +30% sales uplift).  Specific findings relevant to NPD launches.

3. Retailer media – research revealing the ROI that can be typically expected from investing in a range of retailer media touchpoints.

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Discover our latest guides to help brighten your brand experience strategy or amplify your shopper marketing moves. Get them here at The Futures Lab.


5th Floor Century House
100 Oxford Street

New York

243 E 14th
#2 C/O SQ
New York
NY 10003


Discover our latest guides to help brighten your brand experience strategy here at The Future Lab

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Whether it be Festivals, Trade Shows, PR Stunts, Installations or Pop Ups to name a few, we believe brand experiences are one of the most powerful forms of marketing to impact consumer perception and attitude towards a brand. They can create real behaviour change when born out of a deep consumer insight allied to a compelling idea. And it’s these fundamentals we look to get right whatever the live, virtual or hybrid task in hand.


Sampling is all too often perceived as an unsophisticated, somewhat ‘blunt’ marketing tool. Over the last 16 years Sense has pioneered a set of strategic principles which underpin our unique approach to sampling and which are highly measurable from both an ROI and consumer behaviour change perspective. We will happily guide brands through the myriad of sampling channels and products available so whether it’s mass face to face sampling, in offices, digitally, at home or just a strategic framework that you are after, we can provide a blend of tactics to fulfil both brand and sales objectives.


With many clients now focused on activating in channels more closely associated with a sale, our heavyweight retail experience closes the loop on a typical shopper journey by encompassing the moment of truth in store. Be it prize promotions, shopper toolkits, key visual creation, path-to-purchase communications, category strategy, B2B campaigns or Amazon optimisation, our goal is to create forward-thinking retail experiences that deliver demonstrable brand value. We aim to make ‘retail fail’ a thing of the past for ambitious brands looking to thrive is an ever-competitive landscape and believe our streamlined team is perfectly placed to do this.


Knowing what will keep a brand bright, exciting, and vital means we need to keep one step ahead of the curve. Our thought leadership hub, The Futures Lab, helps us to understand the marketing trends of tomorrow. It’s also the origin of strategies and methodologies which have created over 65 award-winning campaigns. 


Creativity is nothing without results. And we know that commissioning bold concepts, capable of changing minds, requires reassurance that it’s the right thing to do. 

Data, insights, and research precedes every campaign we do, and our proprietary measurement tool, EMR, gives us a decade of campaign performance metrics. Which is why we’re proud to have been recognised as industry-leading by brands like The Economist, Coca-Cola, and Molson Coors. 


We believe brand experience is inherently more varied than other forms of marketing. No formula, no template, no cookie-cutter approach – and often no precedent. 

That’s why, Sense places trust at the heart of its business – grounded in teamwork between our people and yours. Our processes are efficient, our senior team stay involved and our partnership mentality had helped us sustain powerful client relationships, some lasting over 10 years.