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About Us

Prevailing Path :: Content to Commerce

Latest Updates

*Prevailing Path temporarily ceased operations January 2018 – March 2021 to give 100% attention to powering the Path-to-Purchase insights of Photofy, Inc.

**John and Ted are once again back on The Prevailing Path.

People on the Path

We share an insatiable curiosity for shopping and consumer engagement. We love everything about it and wake up everyday with a fascination for how technology and logistics are changing the business. We’ve created platforms and managed campaigns for many fortune 100 brands both internally and externally. Our goal is to help navigate a constantly changing communication world and deliver marketplace leading reach, share of voice, and conversion.

Our Mission

Mobile phones, search, and social media have changed shopper paradigms forever…

Today shoppers have unique paths to purchase tailored to their lifestyle, and this has had a profound impact on how, when and where consumers engage with brands. Family, friends and shopper influencers now have a greater impact on brand engagement than legacy push marketing. At the same time, the glut of unsophisticated shopper promotions and programmatic digital campaigns are either being ignored or harming brand equity.

John and Ted are working together helping companies wrap their arms around the new dynamics of consumers, content, retail, and connection. Old marketing was dictation… new marketing is content and communication.

John Andrews

John Andrews

Co-Founder & CEO

Progressive career of emerging shopper marketing technology.
Creator of Walmart Elevenmoms, Founder of Collective Bias.
Brand marketing + retail marketing
Early ‘people as media’ platform builder
Social shopper marketing category creator
Ted Rubin

Ted Rubin


Leading Social Marketing Strategist, Keynote Speaker, Brand Evangelist, MC/Host Brand Innovators Summits. In March 2009 started using and evangelizing the term ROR, Return on Relationship, hashtag #RonR.
Books: Return on Relationship, January 2013,
How To Look People in the Eye Digitally, January 2015.