Crossmark creates new brand experience group

BrandMasters is the name of a new experiential marketing agency created by Crossmark, one of the companies that executes in store activities atWalmart under the Shopper Events banner.

While Crossmark is best known as a provider of third party merchandising services, the creation of BrandMasters is the company’s latest effort to diversify the portfolio of services offered to retailers and brand marketers. Crossmark said the new entity is intended to satisfy the growing need among consumer goods brands to more effectively influence shoppers on the path to purchase. Services are said to include all phases of experiential marketing, from shopper insights to turnkey execution and measurement of programs ranging from in-store product sampling to outside events and digital engagement.

"Today, as brands face challenges in connecting with their consumers and shoppers, it’s become more critical than ever for a brand to deliver a message to its target audience that is relevant to them as individuals," said Crossmark CEO Joe Crafton. "People connecting with people is the most powerful means of influence, and BrandMasters connects brands with consumers along the path to purchase through personal engagement in-store and out of the store."

Leading the new business is Ed Hoehn, who joins Crossmark as SVP of marketing services after previously serving as VP of client services at Mosaic. Hoehn spent the past 13 years in the agency business and was involved in developing experiential solutions for more than 35 brands such as Microsoft, HP, Sony, Sharp and Verizon.

"Our approach is uniquely positioned to add value," Hoehn said. "We have built a platform on the strengths of Crossmark and added experiential marketing expertise. The platform includes proprietary data and analytics, retail expertise, exceptional field talent, and strong relationships with retailers and consumer goods companies. Adding experiential strategy, design and management allows us to build and execute smart programs to drive tangible results for clients."