Taking inspiration from the label used to describe creatives and artists who embrace the commercial side of creativity, Sellout Agency is a new boutique omnichannel shopper agency launched by co-founders Natalie Zaturski, Amy Creyer and Sheldon Power (below, left to right).
The agency has been set up to service clients in Canada and the United States, focusing on OLV, retailer media, social, sampling toolkits and retailer media plans, and wow display renderings. Prior to launching Sellout, the trio worked at Mosaic as a leadership unit for the agency’s Integrated Commerce practice, successfully winning business from numerous F500 CPG clients.
Prior to Mosaic’s merger with Acosta, Sheldon Power worked at Hunter-Straker, Commix, and Match; Natalie Zaturski was previously at Dacs and Sun Media; and Amy Creyer was at Momentum Toronto, Momentum Chicago, Leo Burnett/Arc Worldwide and FCB Chicago.
Together, Sellout’s founders offer their trade, shopper and brand clients across North America a go-to-market team with a combined 45 years of experience working on shopper, retail and omnichannel programs for CPG brands that includes deep experience with the nuances of Canadian and American retailers.
“My partners Amy Creyer, Sheldon Power and I worked together on soda/sparkling, bev/alc, snack foods & confectionery brands,” Zaturski says. “Across our 45-plus years of experience we have expertise in nearly every category of CPG products on the shelf. We can adapt our creative solutions to any consumer goods brand looking to challenge the status quo in-store to drive stronger growth through category disruption.”
As Zaturski tells strategy, agency consolidation in the past decade has led to a gap in the marketplace for an independent agency exclusively focused on omni and shopper marketing.
“Today, virtually all creative commerce teams sit inside giant multi-national holding companies or experiential agencies.”
As she explains, there is a need for an independently owned creative commerce shop founded by a well-oiled team with a proven track record of success.
“We focus exclusively on omni-shopper work. Our clients can rest assured we’re using their retainers to staff omni-shopper teams dedicated to their business and to craft the best work possible,” Zaturski says. “Our goal is always to avoid brand dilution during the last retail mile.”
As she says, its brand-driven commerce solutions bring the shopper, the shelf and the brand seamlessly into alignment with a big idea that makes purchase irresistible. Approaching commerce from a brand perspective is more important than ever now that inflation has consumers increasingly reaching for private label goods.
“At the end of the day, shoppers make the choice to buy your brand. Or not. Clients today need better commerce work that unlocks the value inside their brands,” Zaturski says.