Sense launches new retail division with key senior hirings

Sense launches new retail division with key senior hirings

Sense, a global brand experience agency known for working with high-profile clients from TikTok to Haribo, has announced the launch of a new retail division, designed to help clients respond to the ever-evolving retail landscape. A highly experienced team with unique insight into consumer shopping behaviour based on decades of sector knowledge has been appointed to run the division. 

To help FMCG retail brands navigate an increasingly complex and pressurised environment, the new division offers a range of services covering prize promotions, shopper toolkits, key visual creation, path-to-purchase comms, category strategy, B2B campaigns and Amazon optimisation – all designed to convert sales through tried and tested tools and techniques. 

The move ramps up Sense’s already strong brand offering and brings another skillset for clients to lean on. Paul Mills-Hicks joins as chairman with the former Sainsbury’s commercial director saying; 

“I wanted to work alongside a leadership team with real ambition, dedicated to pushing industry boundaries and helping brands create richer, more personal and more valuable consumer experiences. Sense’s highly creative, innovative and rigorous approach to marketing, where the consumer takes centre stage and ROI is king is really exciting.” 

Mills-Hicks is joined by James Willoughby who arrives at Sense from Initials to take up the role of head of retail. Willoughby spent over a decade leading the PepsiCo shopper marketing account and helping to develop many creative and strategic campaigns. 

James will report into Nick Adams, CEO of Sense, and will work closely with managing director Sally McLaren. The division will also include account director Chris MacRae. 

From L-R: Paul Mills-Hicks, Sally McLaren, Chris MacRae, James Willoughby and Nick Adams


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