Adam Proctor serves as the Strategy Director at VML, spearheading the development of innovative shopper marketing and brand activation strategies across various sectors. With over six years at VML Commerce, he has been instrumental in harmonising insights and analytics with creative execution to enhance brand experiences across diverse channels and retailers. Prior to VML, Adam refined his expertise in Category Planning, Consumer Insights, and Retail Media during significant tenures at Woolworths, Endeavour Drinks and Morrisons (UK). His deep understanding of the retail landscape and consumer behaviour has established him as a pivotal strategist in the industry, leveraging data-driven insights to drive category growth and transform traditional marketing approaches in the ever-evolving world of commerce.