New Shopper Marketing Agency Theory House Launches with Services for Challenger Brands

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Theory House joins the burgeoning field of shopper marketing, where spending is forecasted to increase by nearly 50% in 2013, according to the Path to Purchase Institute.

Jim Cusson. president of Theory House, a shopper marketing agency

Jim Cusson. president of Theory House

We see an opportunity to target the brands that are nipping at the heels of these market leaders.

Theory House, a creative agency providing shopper marketing and advertising agency services, has launched. Theory House will focus its efforts on helping “challenger brands”—those that challenge market leaders—succeed at retail.

"There are a handful of very talented agencies in the shopper marketing space," says Jim Cusson, president at Theory House. "But most of them are chasing assignments from Coca-Cola or P&G. We see opportunity to target the brands that are nipping at the heels of these market leaders."

The new agency will offer a complete suite of shopper marketing services that connect with shoppers along the consumer decision journey. These services include research and insight, branding and design, retail activation, and digital engagement.

The agency is based in Charlotte, North Carolina and has secured assignments from Food Lion grocery stores and GUNK® brand of engine cleaning and degreasing products. More information about Theory House and its approach to shopper marketing can be found at or by contacting Jim Cusson at 704-665-0714.

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