LeSHOP’s CEO on Making Brands Unmissable

In the modern era, every moment is shoppable. That’s why Publicis Groupe UK recently launched its new creative agency, LeSHOP, to build brands in the commerce space. Integrating both brand and buying experiences, the official press release noted its strategy to deliver behavioural insight-driven creative storytelling across the entire customer journey, simultaneously driving sales and strengthening client brands.

Bringing together expertise from across Publicis Groupe UK and born out of Publicis London – previously Publicis•Poke – LeSHOP brings together brand, commerce and CRM with a team of more than 80 specialists working across 20 client brands at launch. Led by Amanda Farmer (CEO), Mark Jenkins (CSO), Gabriela Lungu (CCO), and Maria McDowell (operations director), the team hit the ground running, working to propel brand equity and commercial performance for founding clients such as BT:EE, Nomad Foods, and OVO through offerings including brand activation, retail experience, and omnichannel marketing. 

Two months in, and LBB has caught up with CEO Amanda to find out how LeSHOP has prepared itself to respond to the new creative landscape for commerce, designing shoppable moments that enhance, not distract from, the brand experience.

LBB> What inspired the strategic decision to focus on integrating brand and commerce, and why is now the right time for it?

Amanda> We’ve seen challenges in the market that we know many clients feel but struggle to address. On one side, brands understand the importance of aligning their brand and commerce strategies, but they often lack the roadmap for how to get there. On the other side, some see commerce activities as detrimental to brand equity instead of enhancing it.

And then there are those cases where commerce is an afterthought; all the big brand strategies are laid out, and then someone asks, "Wait, what are we doing to drive conversion?"

That’s where we come in. 

At LeSHOP, we believe that brand equity and commercial performance go hand in hand. A strong brand boosts commercial success, and a savvy commerce strategy elevates brand value. Today, people don’t draw lines between brand experiences and buying experiences; they expect a consistent, engaging journey that makes it easy to buy when they’re ready. Whether they're scrolling through TikTok, watching TV, or just strolling down the street (or maybe doing all three at once!), every moment can be leading them towards their next purchase. 

The traditional marketing funnel, where buying is a distant step, doesn't cut it anymore for today's fast-paced, experience-driven consumers. This is LeSHOP’s sweet spot: integrating brand and commerce into a single, cohesive approach. 

LBB> How is LeSHOP poised to respond to the new creative landscape for commerce, as it changes in response to consumers’ buying behaviour?

Amanda> The way people interact with brands has evolved beyond the predictable funnel, and we’ve structured LeSHOP to respond to this shift. Nowadays, consumers call the shots on how, when, and where they interact with a brand and make purchases – and they expect brands to be right there with them. 

Our approach is both nimble and strategically grounded, so we can stay on top of and adapt to the ever-shifting digital and retail landscapes while keeping what consumers want and need at the forefront of everything we do. By breaking down the silos and connecting the dots between brand and commerce, we get greater results that are more than the sum of their parts.

LBB> You’ve already got a number of founding clients – what kind of work do you have coming up? What are your ambitions for new business?

Amanda> Our founding clients are already trusting us with projects that push the boundaries of traditional brand-commerce split and integrate them for better results. For example, we are the lead creative agency for Nomad Foods' vegetable business in Europe. Looking forward, we want to continue partnering with clients who are ready to re-imagine the role of commerce within their brand strategies. Our ambition is to build partnerships with brands that see the potential in not just adapting to consumer needs but setting new standards. 

LBB> How do you plan to differentiate LeSHOP from other agencies in the brand and commerce space?

Amanda> What sets LeSHOP apart is our ability to seamlessly blend brand and commerce. It's not just about having expertise in each separately; it's about integrating them in a way that ensures neither aspect is compromised. We believe true growth occurs when they are given equal weight and alignment. Our clients come to us because they know we understand the importance of creating work that’s both impactful and transactional.

LBB> To quote the press release, what does it mean to make a brand “unmissable” at the point of purchase, whether online or in physical spaces?

Amanda> Being “unmissable” goes beyond just being noticeable; it's about grabbing attention in a way that makes people unable to overlook the brand's presence, especially during those crucial moments when they are ready to make a purchase. It's about creating something that will truly catch their eye and make them stop in their tracks.

Without an initial moment of recognition, without creating something that literally makes people pause and engage, everything else risks going unseen. If a campaign doesn't grab attention right from the start, no amount of strategy, messaging, or craft can rescue it.

LBB> The press release also notes how "every moment is shoppable". How is LeSHOP going to ensure that digital ads feel natural and additive to every moment, rather than something that distracts and takes customers out of the moments they love?

Amanda> Our job is to make shopping feel like a natural part of the brand experience, rather than a forced sales pitch that interrupts a moment. We achieve this by blending creativity with in-depth consumer insights, understanding what will resonate in specific contexts and creating solutions that enhance the overall experience. Then, we collaborate with our media partners – because the brand commerce strategy and creative can fall flat if the media strategy and plan don’t deliver it in the right way.

There’s no one-size-fits-all recipe because each brand, project, and moment is unique. We adapt to these nuances, finding the sweet spot where brand purpose and commercial opportunities coexist. Our goal is not just to meet consumers where they are but to do it in a way that feels additive to the moment, ensuring the shopping journey is as engaging as the brand story.

LBB> What’s your ambition for LeSHOP?

Amanda> Outwardly, my vision for LeSHOP is to establish ourselves as a leading force in creativity that not only enhances commercial success but also strengthens brand value. I want us to be the go-to agency for clients seeking forward-thinking solutions to elevate their brands in this evolving, interconnected landscape. Our goal is to set a high standard for creativity and innovation in the brand-commerce space.

Internally, I envision LeSHOP as a place for people who want to challenge norms, push boundaries, and reimagine what’s possible in our field. I want our team to feel empowered, motivated, and inspired by the work we do and by the impact we have. We’re building a culture that values bravery, creativity, inclusivity, and a relentless pursuit of excellence, because we believe that’s what it takes to lead in this new era of marketing.