We’re continuing the 2025 Shopper Marketing Agency Landscape series by spotlighting Theory House, a Charlotte-based agency known for punching above its weight in the world of CPG and retail.I sat down with Jim Cusson, President of Theory House, for an honest, energetic conversation about what it takes to win in today’s omnichannel marketplace, especially when you’re not the biggest brand on the shelf.
You can watch our interview here or follow the post below for the key points and insights:
Theory House is a full-service agency laser-focused on the last ten feet of the shopper journey. They understand that all the brand-building in the world means little if it doesn’t translate into action at the shelf, on the screen, or in the cart. Their work is rooted in the messy, high-stakes intersection of brand strategy, shopper behavior, and retail execution.
💬 “We’re not trying to be everything to everyone. Our sweet spot is helping brands win at retail, wherever that shopper moment happens.”
Who They Are
Theory House is proudly independent, which means their client engagements are personal, nimble, and hands-on. The team blends strategic rigor with in-store practicality, guiding brands through everything from packaging and merchandising to omnichannel campaign development.
Their origin story is rooted in retail. Jim spent years at big agencies and CPG companies before launching Theory House to solve a problem he saw over and over—creative agencies loved the brand story, but they didn’t understand the nuances of retail. Theory House was built to close that gap.
💬“Retail is where marketing becomes real. If you can’t drive conversion there, then you haven’t really connected the dots.”
They call themselves "the agency for challenger brands,” and they mean it. Whether it’s a better-for-you food company trying to get shelf space at Target or a legacy brand looking to disrupt its own category, Theory House knows how to architect smart, scrappy strategies that lead to meaningful conversion.
💬 “We bring together brand strategy, shopper insights, and retail activation in a way that makes sense for clients who can’t afford to waste time or budget.”
What They Do Best
Theory House specializes in translating high-level brand positioning into shopper-specific executions that perform across physical and digital retail.
Their core strengths include:
- Retail Activation with Strategy at the Core
Theory House doesn’t believe in launching creative just for the sake of it. Every project begins with a strategy rooted in retail dynamics: what’s happening in-store, online, and in shoppers’ minds.
💬 “Our creative has a job to do. It’s not about just being pretty, it’s about being effective at shelf or on-screen.”
They build programs that range from retailer pitch decks and shopper toolkits to full-blown omnichannel campaigns. Their deep retail fluency lets them flex from Kroger to Dollar General to online DTC — adapting messaging and tactics accordingly.
- Innovation Launch Support
A major sweet spot: helping brands launch new products. Theory House often works with innovation teams to develop retail launch narratives, create compelling selling stories, and build retailer-specific materials that secure placement and drive trial.
💬 “We help brands show up like they belong — even if they’re the newest name in the aisle.”
- Rebranding and Positioning for Growth
Beyond Shopper, Theory House also supports corporate rebrands and repositioning efforts, particularly for CPGs trying to modernize or expand into new channels.
Ideal Client Fit
Theory House works best with:
- Challenger brands that are under-resourced or underdog by nature
- Growth-stage CPGs launching new products or entering new retailers
- Agile client teams that want a fast-moving, collaborative partner
- Brands tired of bloated agency processes and looking for practical solutions over big-theory decks
💬 “Theory House is not the agency that’s going to roll in with 12 people and a 200-slide deck. That’s just not us.”
They’re especially well-suited to partner with marketing leads who wear multiple hats because their team is built the same way.
Culture & Chemistry
Theory House may be small, but their culture packs a punch. The team blends deep retail knowledge with a creative spirit that’s rooted in their Charlotte HQ, close to both retail headquarters and a robust CPG talent pool.
💬 “We’re not just here to execute. We want to bring the energy. We want clients to feel like we’re in it with them.”
That partnership mentality comes through in their long client tenures and scrappy approach to problem-solving. When you work with Theory House, you’re getting senior-level talent, not bait-and-switch junior teams.
Trends They’re Watching
Rise of Retail Media, Especially Among Challenger Brands
💬 “Retail media is the table stakes now, but not every brand has the budget to play. We help clients be smart about how they activate and where.”
The Decline of Traditional Shopper Tactics
💬 “Shoppers don’t want to be ‘targeted.’ They want value. They want relevance. Our job is to make that feel seamless, not like a campaign shouting at them.”
Omnichannel Fluency as a Must-Have
💬 “We’re no longer just talking about what happens in-store. It’s about the whole journey: digital, physical, whatever leads to the cart.”
Final Word
In a landscape increasingly dominated by massive holding companies and AI-fueled platforms, Theory House is a refreshing reminder that craft still matters. They’re not trying to be the biggest agency. They’re trying to be the one that shows up when it counts—at the shelf, on the screen, and in the room when decisions get made.
If your brand needs an agency that understands the real-world complexity of commerce and isn’t afraid to get its hands dirty, Theory House is a partner worth meeting. Connect with Jim on LinkedIn or reach out to his team via their website.
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