Capture has chosen W as its first PR agency.

W has been briefed to boost Capture’s profile among its target audience of FMCG brands, retailers and media owners. This will be executed via a thought-leadership and journalist engagement programme, designed to position Capture as the go-to expert on shopper marketing, co-marketing partnerships, and the world of retail as a whole.

W will also work on helping the company shine a spotlight on the billions of pounds wasted by brands on TV ads, which could be redirected to the point of actual decision making: the store.