Brand Activation is about ‘Creating consumer engagement along the path to purchase in order to activate a sale’ – this can be at home, in-store, on-line or face-to-face

Brand Activation can therefore include a range of disciplines; experiential, shopper, digital, direct, mobile and sponsorship activation

The Group proposes to tackle the following areas to support DMA members working in the discipline:

• Best practice
• Measurement
• Innovation
• Partnerships/endorsers

If you’d like to find out more about the council’s work or the sector please email council@dma.org.uk

Members
	Richard Dutton, Arc UK (Chairman of Brand Activation Group) As Business Development Director, Richard oversees all new business opportunities for Arc UK - the brand activation arm of Leo Burnett London. He has over 12 years experience working on shopper, experiential and digital business for agencies including; The Circle Agency and Dynamo (Wax Communications). Richard has previously worked with clients such as GSK, BlackBerry, Tesco, EA, NFL and  McDonald's.
	Genny Goldfinch, JPMH As Associate Board Director, Genny’s client relationships include Nestle Purina UK, Hasbro and Johnson & Johnson. Initially starting off with the client side at BBC, Genny moved over to the agency world shortly after and was associated with direct marketing agency Geronimo. Subsequently, Genny was appointed Director at the experiential agency, Kreate, before joining JPMH in 2008.
	Luke Smith, Appco Group Luke’s role as Business Development Manager for the Direct Sales & Marketing Agency requires him to investigate new markets to complement the existing network of over 2000 sales representatives active in the Energy, Financial, Retail, Fundraising and Sports Marketing sectors. Prior to Appco, Luke spent nearly a decade in the Media Industry for Australia’s top Print & Broadcast organisation.
	Heather Devany, N2O Ltd As creative director at N2O, Heather leads a talented team that create experiential campaigns designed to deliver brand experiences. Prior to joining N2O in 2005, Heather co-founded a successful print communications consultancy, and built and directed creative and marketing teams within multimedia, science and publishing companies. Heather has a first class honours BSc science degree.
	Rob Mitchell, Arc UK & LeoSports Rob is Head of Sponsorship with over 16 years of experience in sponsorship and brand activation on both client and agency sides. Previously, he was an Account Manager at Ketchum and Head of Sponsorship at Interbrew UK. Before these positions, Rob consulted at the 2004 Olympic Games for Heineken and led the sports marketing, offline partnerships and research for 888.com.