Fiona Beauchamp, Director of Activation at marketing agency, Bray Leino explains how activation can master the crucial last yards of the customer journey, the point where the consumer assumes a hunter-gatherer mind-set and becomes the shopper

The thrill for me in working with challenger brands is tackling the unique obstacles they face, not only in breaking into the retail environment, but in staying there and remaining competitive against leading brands with existing retailer relationships and bigger marketing budgets.