People Moves

Coca-Cola’s Fream joins 1HQ

Former Coca-Cola Company European marketing activation manager Karen Fream has taken on the role of client director of shopping engagement at branding agency 1HQ.

During her 11-year stint with Coca-Cola, Fream initially focused on brand design and management for the Coca-Cola brand in the UK and more recently developed and managed the shopper marketing activation for Coca-Cola’s European campaigns.

In her new role at 1HQ, Fream will be tasked with providing a strong shopper-marketing proposition to both existing and potential clients of the agency.

“Making sure your brands seal the deal at the shelf requires the delivery of great insight-based shopper engagement that will be compelling for all, and important convert that pre-defined shopping list of items to chosen brands in the basket,” says Fream. “This requires two essential elements – mining the insights that matter, and delivering the solution through excellence in execution, engaging with the shopper to create the memorable experiences that are key in successfully converting them to choose and buy your brands.”

Jenni Baker, London