Ythan Pratt Joins Colle McVoy as Director of Commerce Strategy

Ythan Pratt

Colle McVoy announced today that Ythan Pratt has joined the agency in the new position of director of commerce strategy. As part of the agency’s brand experience design capability, Pratt will help lead commerce strategies centered on expanding conversion and consumer loyalty in a world where consumers are always shopping.

“Commerce is an increasingly complex idea today, and companies that understand the value of serving their consumers are poised to experience a renaissance in loyalty at a time when consumers have more choice than ever,” said John Doyle, executive director of brand experience design at Colle McVoy. “Ythan is a rare talent who understands shoppers’ needs — both emotionally and functionally — and has a passion for inventing new ways to connect with them and inspire purchase.”

“Commerce is about empathizing with the emotional states of consumers and reducing sensory overload. It’s about designing solutions that reward them for choosing a product, regardless of when, where, or how they choose to buy,” said Pratt. “As an agency focused on leading brands to their Next, Colle McVoy understands the vital role that experiences play in the path to purchase.”

Pratt has more than a decade of experience developing commerce strategies for media, merchandising, and promotions. He joins the agency most recently from VMLY&R where he led digital strategy on a multi-agency team for General Mills. Prior to VMLY&R, Pratt worked for the Minneapolis-based mobile ad startup NativeX, as well as several boutique digital and experiential agencies.

Colle McVoy’s brand experience design team helps marketers exceed people’s expectations by creating experiences that delight. Their human-centered approach uniquely addresses the modern dilemma of shoppers — an overload of information causes the once-revered moment of triumph to become a time of emotional concern — with experiences and services that help them discover, validate and buy.