Download Who`s Who in Shopper Marketing Agencies 2017

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IN SHOPPER MARKETING
AGENCIES
Our sixth annual report recognizes more than
300 dedicated, passionate agency executives
whose creative, intelligent work is not only
helping brand and retailer clients achieve
success but pushing the discipline of shopper
marketing to new heights.
UPSHOT: BRIAN KRISTOFEK, President and CEO
A
Photo by Brian Morrison
merce and integrated programs,” he says. “Organizational readiness
is a big enabler – or deterrent – to getting stuff done.”
Upshot works with brands to make sure they balance tactical and
creative goals while gearing up for the omnichannel world, Kristofek
says. Some have “too many legacy, structured silos that are not built
for that integrated world,” he says.
Upshot restructured internally a couple of years ago to ensure it
provides an integrated set of services encompassing social, mobile,
digital and in-store, with custom teams that focus on one client – or
sometimes clusters of clients with similar scopes of work, Kristofek
says. “Our promise, if you will, is to deliver ideas the way people
experience the world, which is seamlessly,” he says. “Departments
are seams. We try to eliminate those.”
Clients of Upshot range from category leaders like Scott’s MiracleGro that are looking at aisle or total store reinvention; to fairly sophisticated brands that want to engage in joint business planning and a
fully integrated campaign; and those that are more executional in
their goals and requests, Kristofek says. “Across all three, e-commerce
is on everybody’s mind.”
Kristofek believes that clients should evaluate their agencies’ performance on both qualitative and quantitative fronts. The qualitative
side should include questions like whether you like working with the
agency and its people on a personal level, whether it’s easy to get to
the answers you need, and how creative the partnership proves to be.
“The easier side is the quantitative measurements: Are we driving
more sales, is there payout or ROI?” Kristofek says. “It’s got to be
balanced.”
Going into the future, Kristofek sees retail stores continuing to play
an important role but like many in the industry, he imagines them
being less about transactions and more about experiences. “People
care about retailers and their place in the community – that’s why
you see players like Amazon opening a physical store,” Kristofek says.
“Transactions and sales will continue to shift online, but retail will
continue to a brand’s pinnacle experience.”
s president and chief executive officer of Upshot, Brian
Kristofek says he tries to balance three goals: doing great
work, being a great place to work, and running a great business. He believes the shopper marketing agency has achieved
that balance. “We’ve won a ton of creative awards, we’ve been named a
top workplace, and we’ve got a healthy margin,” Kristofek says.
Kristofek arrived at Upshot in 1996 after stints at ad agencies
in Chicago and St. Louis, and then a period on the client side at
Anheuser-Busch, where he worked on the Michelob brand and hired
Upshot when the company launched – and when it primarily focused
on consumer promotions.
“Today, we’re a full-service agency,” he says. “The combination of
trying to keep up with changing consumer behavior and expectations has been a constant challenge. We’ve got everything from
digital and social, to media buying and planning, to a retail design
group. … We’re very proud of being able to have a world-class client
[roster] – they’re all great brands, and it’s very diversified.”
Kristofek has essentially held the same title for more than 15 years,
but his role continues to evolve with the agency’s changes, the most
recent of which was a sale to consumer marketing agency Advantage
Solutions, which is based in Chicago like Upshot. “That’s yet the next
chapter – a whole new world, much bigger capabilities and different
agency partners,” he says. “The possibilities that brings Upshot and
its clients makes me even more motivated.”
The term “shopper marketing” first entered Kristofek’s lexicon in the
late 1990s when Upshot had the good fortune to work with path-to-purchase pioneer Procter & Gamble. “They do such a great job of simplifying
a very impactful thought, which is, ‘OK, we’ve been doing it this way, and
now we’re going to focus on the shopper in this mode,’ and spreading it
through their organization, and their retail customers,” Kristofek says.
The shopper marketing services that Upshot provides vary based
on a client’s sophistication, budget and organizational readiness,
Kristofek says. “Our range of services in the shopper marketing space
starts with insights, and we do aisle reinvention, omnichannel com2
ICON KEY
Institute member
A
ADVANTAGE MARKETING
PARTNERS
Jill Griffin, President
Griffin previously led the
evolution of IN Marketing
from a primarily shopper marketing practice to
a leading omnichannel
agency over the past eight years. With a
background in advertising and technology
and experience in retail, brand licensing,
and B2B strategy, she has the expertise and
talent to support brand objectives and
drive sales.
Michael Harris,
Executive Vice President,
Strategy & Development
Harris is a trained economist
and established marketing
veteran. Throughout his extensive experience in the industry, he’s created award-winning programs that grow
clients’ business. After starting his own
agency specializing in brand-building and
sales, he went on to lead Marketing Drive,
resulting in the agency’s most productive
years.
ANTHEM
Otto Hektor,
Vice President, Brand
Development, Americas
With decades of experience
in the shopper space, Hektor brings valuable perspectives from both the retailer and marketing
sides of the business across traditional and
digital channels.
Doug Stone, Vice
President, Development
With a 30-plus-year career
leading award-winning
brand and shopper agency
teams for international marketers, Stone leverages Anthem’s global
shopper resources to help the agency engage with and build sales for clients.
ARC WORLDWIDE
Brad Black, Executive
Vice President, Global
Account Director and
Business Development
Lead
Black leads the business
responsibilities across several diversified,
omnichannel marketing enterprises: CocaCola North America & Global, Alcon OTC
Vision Care, and Kraft Heinz. In addition, he
serves as a lead member of the business
development team.
Jenny Cacioppo,
Executive Vice President,
Business Director
Cacioppo oversees a portfolio of businesses including
Walmart, MillerCoors and
Intel and leads key growth initiatives for
the agency. With a strong background
in brand, retail/CX/shopper, digital and
activation, she is focused on driving highfunctioning teams to deliver innovative
strategies, great work and meaningful business impact.
Chris Cancilla,
North American Chief
Creative Officer
Cancilla is responsible for elevating the creative product
across all client businesses.
With deep, integrated experience across a
wide range of agencies and disciplines, he
is most inspired by the challenge of creating connected experiences that change
the way people shop and interact with
brands.
April Carlisle, Senior Vice
President, Global Shopper
Marketing
Carlisle has spent 25-plus
years working on both the
client side and agency side,
sharing her expertise in sales and marketing, category management and shopper
marketing. She is currently focused on the
P&G, Coca-Cola, Kellogg’s and 3M businesses.
3
Chris Emery,
Senior Vice President,
Account Director
With 20 years under his
belt, Emery currently works
with MillerCoors, helping
bridge the gap between consumers and
shoppers. He specializes in strategic and
creative thinking, and has seasoned experience in areas such as integrated branding,
promotion & activation and shopper marketing.
Elizabeth Harris,
Executive Vice President,
Strategy Director
Harris directs insights and
strategy for brands such as
MillerCoors, Intel and Kraft
Heinz. She has 25-plus years of experience
in marketing, with a sharp specialization on
retail, shopper marketing and brand strategy/insights.
Nick Jones,
Executive Vice President,
Innovation & Growth
Jones leads innovation &
growth and brings best
practices and new technologies to Arc’s teams and their clients.
He has more than 25 years of expertise in
all aspects of marketing – TV, print, direct,
experiential, promo & activation, shopper
marketing and omnichannel.
Richard Pieczynski,
Senior Vice President,
Account Director
For more than 25 years,
Pieczynski has helped lead
the day-to-day business for
such clients as United Airlines, Whirlpool
and currently Walmart. His leadership and
team orientation is focused on creativity,
actionable insights and passionate delivery
of shopper-centric, behavior-changing integrated marketing solutions.
Bob Raidt, CEO,
Arc Worldwide
Raidt lends his 29 years of expertise to all of Arc’s clients.
He led Leo Burnett’s McDonald’s global account during
McDonald’s unprecedented global growth
from 2004-2012, then led Leo Burnett’s
global Samsung account prior to taking on
a leadership role at Arc. He is a passionate
and effective champion of creativity as a
business solution for shopper marketing.
Karuna Rawal, President,
Arc U.S. & Chief Strategy
Officer, Arc Worldwide
Rawal brings more than
20 years of experience in
brand management and
shopper marketing across the CPG, retail
and healthcare industries. Her contributions to agency intellectual property have
helped elevate the agency’s reputation in
the shopper discipline. She is one of the
masterminds behind the groundbreaking
“#LikeAGirl” campaign for P&G Always.
A.W. BRAVIS
Luke Bradshaw, Founder,
Chief Executive Officer
Bradshaw opened A.W.
Bravis Agency in 2007 with
nearly 15 years of retail marketing experience with the
objective to bring a more agile, efficient
and innovative way of thinking to its clients such as Walmart, Sam’s Club, Diageo
North America, Unilever and Tyson.
Angie Smith, Vice
President of Marketing
Smith oversees the shopper
marketing, brand-building,
customer development and
creative teams at A.W. Bravis.
She utilizes her agency, retailer and CPG
experience to provide marketing leadership grounded in consumer insights and
shopper-centric strategies to its clients.
AVID MARKETING
GROUP
Mike DeMato, Vice
President, Client Services
DeMato brings more than
20 years of shopper marketing and brand-building
experience, leading the
account services team at AMG. His core
expertise revolves around crafting strategy
and execution direction for successful prestore and in-store programming.
DeAnna Drapeau,
Managing Partner
Whether developing an integrated shopper marketing
strategy or launching multifaceted digital campaigns,
Drapeau and her team strive to produce
tangible increases in brand visibility that
drive customer engagement, sales and
increased revenue.
Jonathan Gross,
Senior Partner
Gross founded Avid in 1986
to perfect the strategy and
processes that allows its
clients to promote their
brands, engage their customers and
increase revenue. He brings a wealth of
experience in making sense of the varied
marketing tactics available to create a
comprehensive, customized and effective
program.
Ken Krupa,
Director of Analytics
Krupa leads AMG’s analytics team and is responsible
for evaluating program
performance to identify key
insights and provide client strategy recommendations for more informed, effective
and efficient shopper marketing promotions.
Chris Moran,
Design Director
Moran leads AMG’s design
team in developing and
producing print and digital
activation solutions for its
clients, helping Avid’s customers win the
retail battle.
B
BARD ADVERTISING
Barb Stabno,
Founder and President
Stabno is responsible for
the overall management of
the agency and leads the
strategic team. She oversees Connect1-1, a print-at-home coupon
platform which allows partnering agencies
complete control to build and manage
coupons with access to real-time data
across both social and display media.
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BLUE CHIP MARKETING
WORLDWIDE
Elizabeth Bleser,
Vice President,
Digital Strategy
Bleser oversees digital strategy for shopper marketing
for P&G’s food channel as
well as B&G Foods, McCormick and Helen
of Troy.
Lowell Cantor,
Chief Operating Officer
Cantor has 25 years of shopper and grocery experience
and oversees operations,
human resources, finance
and media.
Larry Deutsch,
Executive Vice President
& General Manager,
Brand Marketing
A transformational leader,
Deutsch has helped clients,
brands and agencies to change and grow
with strategic thought leadership, insightinspired creativity and collaborative team
building. He is accountable for setting
and aligning client and agency vision to
achieve each business challenge and unleash unprecedented growth.
Stanton Kawer,
Chairman &CEO
Kawer has more than 25
years of experience developing insights-based strategies for clients such as P&G
and has led the agency as CEO since 1999.
Bob Klein,
Chief Strategy Officer
Klein leads the Blue Chip
SPARQ group, the strategic
planning and research insights team that activates
the agency’s “Springboard to Transformational Growth” process.
JaMIE Olson,
Senior Vice President,
Business Integration
Olson is a seasoned shopper
marketer who leads strategic
development and planning
for new and existing Blue Chip clients. She
focuses on integration across their organizations and the agency, and has developed
best practices for a variety of clients.
Jeff Skolnik,
Executive Vice President
& General Manager
Skolnik brings more than 20
years of analytics and creative experience to retail and
shopper marketing work for retail clients
across more than 35 product categories.
Doug Van Andel,
Executive Creative Officer
With more than 30 years
of experience, Van Andel is
an award-winning creative
director who delivers transformational creative work for clients such
as P&G, Ricola, Fisher and McCormick.
Sarah VanHeirseele,
Senior Vice President,
Innovation
VanHeirseele leads Blue
Chip’s innovation practice
and has developed the
agency’s innovation-driven process, United
Thinking. She’s active in all areas of the
agency and focused on inspiring all employees to adopt an innovation mindset.
BRAVO
Monica Duran,
Vice President,
Shopper Marketing
Duran leads the company’s
shopper marketing practice, developing the team
to strategize, concept, create and execute
shopper marketing programs that focus on
changing shopper’s behavior and positively
impacting the bottom line.
Lejanet Herrera,
Creative Director Herrera brings more than
seven years of experience
in shopper marketing, developing programs for the
U.S., Hispanic and Latin American markets.
She currently leads the Nestle Purina Pet
Care team in creating shopper marketing
platforms.
Kimberley McArthur,
Group Account Director
With 14+ years in integrated
multicultural marketing,
McArthur offers her clients
a deep expertise in diverse
and cross-cultural engagement. She has
worked with a wide range of CPG and retail clients, and currently leads the General
Mills and Purina businesses.
Brian Cohen, Executive Vice President,
Senior Group Director & Head of
Digital Integration
See profile on page 6
Marcos Moure,
Vice President,
Creative Director
Moure, a 20-year marketing,
advertising, digital and shopper guru, is Bravo’s creative
lead across the full shopper marketing
portfolio. His strategic approach, creative
brilliance, and contagious passion infuse
Bravo’s shopper marketing expertise.
Colleen DeVos,
Senior Vice President
With more than 20 years of
strategic brand leadership
on the agency side, DeVos
manages Catapult’s Chicago
office annd is actively involved in key client
engagements.
C
CATAPULT
Steve Abdo, Senior
Vice President, Grocery
& Value Team Leader
With more than 20 years of
experience in sales, marketing and strategic planning,
Abdo leads Catapult’s grocery & value
channel team out of Cincinnati, Ohio.
Kelly Bartell,
Vice President,
Creative Director
Bartell is an enthusiast in
every channel – from grocery to club and from drug
to dollar – with more than a decade of experience in conversion marketing, shopper
strategy and creative excellence.
Heather Bullington,
Senior Vice President,
Client Services
With nearly two decades
of both client and agency
side leadership experience,
Bullington manages all client teams and
customer engagements for Catapult’s
Nashville office.
Scott Caldwell, Senior
Vice President, Walmart &
Sam’s Club Team Leader
Caldwell leads the Walmart
& Sam’s Club team in
Bentonville, managing all
shopper activities for clients as a 15-year
industry veteran.
5
Heidi Froseth, Executive
Vice President, National
Shopper Retail Leader
Froseth is the leader of
Catapult’s award-winning
shopper marketing division
and manages the agency’s retailer-expert
teams, with offices in all top mass/grocery
headquarter locations.
Chris Hunt, Vice
President, Client Services
Hunt has more than 15 years
of marketing and advertising experience with an extensive digital background,
leveraging analytics and user journeys to
create both strategic plans and large-scale
campaigns for his clients.
Jennifer Mathissen,
Executive Vice President,
Strategy & Analytics Leader
Mathissen leads Catapult’s
strategy and insights team,
where she develops marketing strategies for clients, oversees delivery
of client solutions and spearheads the
transformation of insights into big ideas.
Katya Murray, Vice
President, Client Services
With nearly 15 years of agency and client-side CPG experience, Murray is adept at
creating strategic, integrated
shopper solutions that drive conversion.
CATAPULT: BRIAN COHEN, EVP, Senior Group Director & Head of Digital Integration
T
Photos by Mark Conrad
stuff,” that Cohen worries many think it is. To him,
the discipline along with brand marketing, digital
marketing and others are components of an integrated approach. Going forward, he expects shopper
marketing to no longer be a specialty practice.
“We’ve been working with our clients to de-emphasize the focus on shopper as a standalone and
more as a part of the total customer conversion journey,” Cohen says. “Fact is, shopper vehicles – grocery
stores, Amazon.com, Walmart.com – tend to play a
larger role in brand development and affinity than
ever before. Traditional shopper principles, though,
are at the center of it all.”
Cohen says Catapult works with clients from the beginning and
makes sure the agency’s KPIs are aligned to the client’s. The process
begins long before any activation and success is measured by helping
clients achieve their goals. If the objectives are not met, it means it is
time to evaluate the work and possibly the relationship.
The role for physical stores going forward will be awareness, consideration, conversion and loyalty. The store should be viewed as a
critical media vehicle along a consumer’s conversion journey, not just
“the last three feet,” Cohen says.
Cohen encourages industry colleagues to not obsess over what he
calls small, low-scale innovations. In today’s climate, he puts beacons
and virtual reality in that category. Cohen looks to the macro trends
– e-commerce, mobile-first and the Internet of Things – as those that
are reshaping how shoppers interact, driving their higher expectations and continuing to transform agency work.
Change will continue to impact the industry, and those who resist
or fear it will not be the ones who thrive, Cohen says. “There is no
longer a prescriptive playbook for success,” he adds. “Those who roll
up their sleeves, use their intuition and are willing to make some bets
tend to be the ones who are succeeding.”
reating every day as a free education has made
Brian Cohen’s life fulfilling. Catapult’s executive vice president, senior group director and
head of digital integration isn’t afraid to fail,
approaches everything as a puzzle to solve and enjoys
being out of his comfort zone. “A career that started
in market research quickly transitioned to corporate
branding, corporate sponsorship, brand and product
management … athletic marketing, and eventually a
long-term career on the ad and shopper agency side,”
Cohen says. “I get to employ all of these learnings into
each and every solution we bring to our clients.”
Even before he joined Catapult in 2011, he admired
its reputation. Contributing to one of the fastest-growing agencies
in the country has been Cohen’s biggest professional success so far.
During his tenure, Cohen has seen the agency triple its business.
Catapult was previously a pure-play shopper agency, and while that
is still a core part of its business, Cohen says clients ask the agency to
translate its expertise and point of view into other disciplines. This
means clients often view Catapult as their creative, digital or social
agency of record, Cohen says.
Catapult’s growth comes from staying true to its fundamentals –
keeping clients satisfied with their partnership, thought leadership
and delivery. “We focus on acquiring and nurturing the right talent,
building client relationships and not overburdening our teams and
team leaders so they can, in turn, remain focused on what matters –
our client’s businesses,” Cohen says. The agency’s philosophy is to act
as if you work for the client and the rest will follow, he says.
Motivation comes from working with his colleagues and clients.
“Is there anything better than kicking around a creative idea until
you find the gold that no one could come to on their own? It’s why I
chose this business to begin with,” Cohen says.
The definition of shopper marketing isn’t the “paper and in-store
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COLANGELO Don Growhoski,
Chief Branding Officer
Growhoski has worked for
more than 25 years in brand,
marketing, and creative
strategy. He is one of the
leading figures in the application of social
and humanistic sciences to branding and
marketing. His ability to translate knowledge and insight helps transform brands,
drive growth and vastly improve marketing
efforts across digital, social, shopper, CRM,
promotional and experiential marketing.
Alyse Kramarow,
Senior Vice President,
Account Management
With a deep understanding
of the coveted female shopper and how to engage
with them across the path to purchase,
Kramarow delivers insights-driven, integrated shopper programs to exceed clients’ objectives.
John Minnec, President
John has spent 20-plus years
guiding clients in a strategic understanding of the
complete path to purchase,
bringing a sharp focus on
the integration of retail and digital and
making each a seamless extension of the
other.
Ryan Murphy, Group
Creative Director
Murphy oversees the agency’s Luxury practice and
serves as creative lead on
key businesses that deliver
fully integrated solutions starting from the
shelf out to maximize sales and motivate
shopper decisions.
Jim O’Neill,
Managing Director
O’Neill has 25 years of proven ability leading integrated
marketing efforts that drive
purchase for iconic brands
including his current remit with Church &
Dwight, managing its 10 lead brands that
reside within 17 different locations within
grocery.
Edward Wallon,
Executive Director,
Commercial Strategy
Wallon applies his more
than 20 years of client-side
trade and sales experience
along with consumer and shopper insights
to brand and business planning for several
key clients.
COLLABORATIVE MARKETING
GROUP
ment of Collaborative Marketing Group,
as well as leadership of key agency CPG
accounts.
CURB CROWSER
Dean Forbes, CEO
Forbes’ 25 years of experience fuels his passion for
retail and translates to business and creative solutions
that heed results.
Kim Barker, Vice President,
Shopper Marketing
Barker brings a wealth of
experience, leading the
planning and activation of
consumer promotion and
shopper marketing programs for multiple
CPG clients.
Emily Stickler,
Director of Strategy
Stickler’s background in digital strategy and influencer
partnerships is revealing
untapped opportunities
for brands to connect authentically in the
retail space.
Jackie Burke,
Senior Account Director –
Digital Solutions
With 15 years of experience
in CPG client and agency
roles, Burke leverages her
marketing and consumer promotions skills
as a key client lead on the MillerCoors team
in addition to growing the agency’s digital
solutions team.
Shandra Zurn,
Vice President
Zurn partners with clients to
bring creative strategies to life
at retail, resulting in both a sellin and sell-through.
Gary Friedlander,
Executive Vice President
Friedlander, with more than
23 years of experience, leads
the company’s shopper
marketing practice, manages several key clients and drives the
agency’s new business initiatives.
Sandi McGill,
Creative Services Director
McGill brings more than 20
years of wide-ranging experience in both marketing
and design. She leads the
agency’s talented creative services team in
the development of creative and strategic
materials that resonate with both shoppers
and consumers to drive results.
Garrett Plepel, CEO
With more than 25 years of
brand management, partnership and shopper marketing experience, Plepel is
responsible for the overall
strategic direction and financial manage7
E
EASTWEST MARKETING
GROUP
Kristina Mangus,
Vice President,
Account Director
Mangus is a results-oriented
marketing pro with more
than 13 years of experience
in shopper marketing, consumer promotions, branding, integrated planning and
execution.
Craig Moser, Vice
President, Group Account
Director, Retail Marketing
Moser leads Eastwest’s
in-store planning, as well
as execution and digital
initiatives. He has been instrumental in the
launch and continued operation of the
company’s retail-focused discipline.
Lou Ramery, CEO
Ramery leads the agency in
guiding clients to develop
meaningful brand connections that maximize customer value.
EDGE MARKETING
Courtney Birchfield,
Vice President, Operations
Birchfield brings more than
15 years of shopper marketing experience and insight
into categories ranging from
pet food, food brands & OTCs to produce
and meat on the perimeter. Her expertise
lies in creating turnkey, yet strategic shopper marketing solutions for clients and their
customers, sales teams and broker partners
through Edge’s Menu Marketing tool.
Fran Brinkman,
Vice President, Strategic
Planning and Insights
With 19 years of brand,
shopper and digital planning expertise, Brinkman
brings a valuable perspective in developing insight-driven, customer-specific retail
marketing strategy across the full breadth
of the agency service offering.
Holli Horine, Vice
President, Client Services
Horine is a consumer marketing executive with more
than 20 years’ experience
across many channels of
distribution and within many categories,
from CPG to HBC to spirits. She has been
involved in all phases of marketing including strategic planning and concept
development, shopper marketing and ecommerce marketing.
Marcella Oglesby,
Vice President,
Creative Director
Oglesby has 16-plus years of
experience in the design industry, ranging from fashion
design to interior design to graphic design.
She and her team develop strategically
sound, breakthrough creative, specializing
in shopper marketing campaigns and consumer engagement.
Michele Shiroma,
Vice President,
Client Services
Shiroma has been with the
agency for 15 years, working
throughout the organization
both in brand and customer-facing roles.
Over the past decade she has led the field
in developing strategic shopper marketing plans grounded in insights across CPG
brands, including Unilever and Smithfield.
Allison Welker,
Executive Vice President,
General Manager
Welker brings 17 years of
traditional agency experience with a heavy shopper
marketing influence, helping companies
like Unilever and Newell Rubbermaid build
their shopper discipline.
EPSILON-RYAN
Jennifer Adams,
Vice President,
Shopper Strategy
With more than 20 years of
experience across the sales,
agency and client sides,
Adams now leads the shopper strategy
practice across many agency clients.
Janet Barker-Evans,
Senior Vice President,
Executive Creative
Director
Barker-Evans is passionate
about using creativity to
solve clients’ business problems. She leads
creative for Epsilon-Ryan Chicago and is an
adjunct professor at DePaul University.
Burr Gavin,
Senior Vice President,
Strategy and Planning
Gavin has worked to uncover the human truths
necessary to drive powerful
integrated communication and advertising
strategies for more than 20 years.
Karen Gebhart,
Executive Vice President,
Account Service
Gebhart leads Epsilon’s shopper marketing capability as
well as the agency’s GlaxoSmithKline (GSK) shopper marketing assignment for 20 brands and eight top retailers.
Kelly Jones,
Senior Vice President,
Account Service
Jones brings more than
20 years of retail marketing experience working for
companies such as Campbell’s, ConAgra
and now Epsilon. As an account lead on
the GSK business, she dedicates herself to
driving strategically sound and innovative
shopper marketing solutions that drive
brand and category growth.
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Stephanie Lichtman, Vice President,
Account Service
Lichtman has spent her career helping clients navigate the ever-changing integrated marketing landscape and understand
how a big idea can simultaneously build a
brand, drive retailer business, and motivate
shoppers.
Tim Moore,
Senior Vice President,
Group Creative Director
Moore leads his team to
breakthrough creative ideas
that change behavior and
build business for his clients.
Bill Wiechers,
Vice President,
Creative Director
Wiechers has created campaigns for some of the
world’s top brands including
USPS, Citibank, GlaxoSmithKline, Sears/
Kmart, Motorola and State Farm.
Kathryn Zajac,
Senior Vice President,
Agency
Kathryn leads Epsilon’s
Wilton, Connecticut, office
where she puts her 20+
years’ experience in data-driven marketing
to work for the agency’s shopper marketing clients.
F
FCB/RED
Teddy Brown,
Executive Creative Officer
Brown leads all creative
teams across clients and
ensures all creative solutions
break through barriers and
influence behavior change.
Michelle Derderian,
Senior Vice President,
Group Management
Director
Derderian’s experience in
consumer packaged goods
spans diverse categories from pet to cereal
to health and beauty, helping to build
some of the world’s most beloved brands.
Howard Klein, Senior
Vice President, Group
Management Director
Klein’s client experience covers more than two decades
of award-winning efforts.
Nick Kraska, Director,
Digital Platforms
Kraska leads cross-functional
teams to bring business
ideas to life through digital
products that are based on
common sense.
Pradeep Kumar,
Global Data Officer
Kumar is passionate about
finding relevant strategic
applications of uncommon
predictive data and deriving
uncommon insights from common data
for marketing and advertising decisions. He
is adept at finding strategic insights that
lead to creative campaigns that resonate
with consumers.
Tina Manikas, President
A renowned leader in the
world of shopper marketing
and integrated marketing,
Manikas is an award-winning pioneer and innovator
who has grown FCB/RED into a leading
global agency that drives consumer behavior change at every point of persuasion
in today’s omnichannel world.
Curt Munk,
Senior Vice President,
Group Planning Director
Munk has spent most of
his career helping brands
be more successful in their
interactions with consumers and shoppers.
His global activation expertise includes
shopper marketing, retail shop design,
packaging, promotion and merchandising
solutions.
Julie Regimand, Director
of Production Operations
In constant pursuit of innovation, evolution and best
production practice, Regimand leads the print and
digital departments and in-house studio,
directing quality creative work, evolving
ideas and challenging people to work
smarter and create better.
Dana Stotts, Senior
Vice President, Group
Management Director
Stotts is an award-winning
shopper marketing leader
with world-class client experience and an unwavering commitment to the
creative product, the growth of his clients’
business, and the development of this team.
G
GEOMETRY GLOBAL
Jim Carlton,
Chief Creative Officer,
North America
Carlton oversees the agency’s
creative product and vision.
With almost 20 years of experience in the shopper and activation space,
he is a rare combination of inspirational creative thinker and savvy business pragmatist.
Justine Greenwald,
Executive Creative
Director
Greenwald leads a talented
team of creatives in the
development of equitybuilding ideas that drive action to drive
conversion. Her expertise is in behaviorchanging marketing, specifically shopper,
experiential, digital, consumer promotion
and advertising. She’s created award-winning work for many clients.
Carl Hartman,
CEO, North America
Hartman is the WPP Team
Leader for Kimberly-Clark.
He chairs the team leader
shopper marketing task
force and sits on the digital task force. He
is also the head of shopper marketing for
WPP, working to build customized solutions for new business opportunities in the
growing shopper space globally.
Gail Kay, Managing
Director, Akron
With more than 27 years in
brand activation, Kay brings
a unique understanding
that helps link brand and
distribution channel insights and shopper
behaviors to deliver exceptional business
results for clients. She plays a central role in
delivering an integrated marketing product across 360 teams comprised of agencies both within and outside of WPP.
9
Marta La Rock,
Chief Strategy Officer,
North America
La Rock has more than 25
years of experience in strategy, feeding her desire to tell
authentic brand stories, forge emotional
bonds with people, build communications
for a changing world and mentor planners.
Prior to Geometry, she worked at JWT as
the WPP Team Leader for the Royal Caribbean account.
Scott McCallum,
President of Shopper
Marketing, North America
McCallum has led the creation of customer and shopper-centric program solutions for several fortune 500 CPG clients.
For the past six years, he has successfully
spearheaded Geometry Global’s Shopper
Marketing North America practice, as well
as led the agency’s engagement across
Kimberly-Clark North America.
Soche Picard, Managing
Director, New York
A true integrated marketer,
Picard has 20-plus years of
experience creating holistic,
innovative and consolidated
brand experiences for consumers and
shoppers. She currently leads a sevenagency, integrated team bringing subject
matter expertise and innovative thinking
to deliver a new benchmark for how Unilever engages its shoppers.
Carl Preller,
Chief Performance Officer,
North America
Preller is responsible for ensuring the delivery of truly cohesive, measurable shopper
activation solutions for clients. Prior to joining Geometry, Preller spent seven years at
Kantar Retail where he served as managing
director in both China and North America.
GREY
Karen Barnaby,
Senior Vice President,
North American Accounts
Barnaby oversees the account teams in North America, while maintaining a close
connection to the global offices for clients
that need that type of coverage.
Peter Draeger,
CEO, Dusseldorf
Draeger oversees the
agency’s Dusseldorf/DACH
regional operation, driving
integrated and specific shopper and activation campaigns for more than
40 local and regional clients.
Sean Graham,
Regional Director, LATAM
Graham oversees Grey’s
Buenos Aires/LATAM regional operation, driving integrated and specific shopper
and activation campaigns for 15 local and
regional clients.
Esther Heredia,
Managing Lead, Madrid
Heredia oversees the
agency’s Madrid/Southern
Europe regional operation,
driving integrated and specific shopper and activation campaigns for
more than 30 local and regional clients.
Iris HSu, Vice President
Accounts, Hong Kong
Hu oversees account teams
in Grey’s Hong Kong operation, driving integrated and
specific shopper and activation campaigns for 30 local and regional
clients.
Joe Lampertius,
Global CEO
Lampertius oversees 25 offices and more than 500+
professionals within the
shopper marketing/activation practice under Grey. The agency specializes in driving full integrated campaigns
through the line.
Adeline Lee, CEO,
Hong Kong & Guangzhou
Lee oversees Grey’s Hong
Kong/Guangzhou/Singapore/Greater China regional
operation, driving integrated and specific shopper and activation
campaigns for 60 local and regional clients.
Talita Myburg, HOD,
Activations & Experiential
Marketing, South Africa
Myburg oversees account
teams in the agency’s
Johannesburg operation,
driving integrated and specific shopper
and activation campaigns for 10 local and
regional clients.
Rob Sellers, Managing
Director, London
Sellers oversees Grey’s London operation, driving integrated and specific shopper
and activation campaigns
for more than 15 local, regional and global
clients.
Peter Viento, Executive
Creative Director
Viento oversees the creative
teams in North America,
while also maintaining a
close oversight over the
global creative product for the agency.
H
HARVEY
Sue Baile, Senior Vice
President, Brand
Integration Director
Baile oversees and directs all
agency integration of CoverGirl client services, traffic
and production. She is responsible for all
upstream strategic shopper collaborations
as well as end-to-end delivery with agency
partners, suppliers and customer teams.
Kathy Harvey,
Founder and President
Harvey launched her
agency Harvey in 1986 with
the vision of bringing retail
brands to life. For the past
30 years, she and her team have helped
reinvent the way brands focus their marketing efforts, making Harvey one of the
industry’s fastest-growing agencies.
John Makowski,
Senior Vice President
and Creative Director
Makowski directs and oversees all creative services
for the agency’s roster of
award-winning clients. He also leads marketing and video-related services for its
new sister production company, Snack
Shop.
10
HMT ASSOCIATES
Patti Conti,
President & CEO
Conti founded the agency
based on her passion for
forging innovative solutions
for clients while fostering
superior teams to be true indispensable
partners. Under her leadership, she has
built a dynamic shopper-focused brand
activation agency dedicated to delivering
efficient and impactful programs for some
of America’s most loved brands.
Rick Einhaus,
Executive Vice President
With decades of brand marketing, consumer/shopper
research and comprehensive sales experience, Einhaus leads the agency’s focus on delivering solutions that are driven by consumer
and shopper insights to ensure successful
brand marketing program planning and
activation.
Tina Franks,
Account Director
Franks has 18 years of shopper and integrated promotion experience working
with industry leaders such
as Mondelez, Hillshire Farms, Gallo, P&G
and Colgate-Palmolive. She manages the
day-to-day shopper business for her clients
and is responsible for the development of
insights-based strategies that support engaging creative executions of brand, scale
and partnership initiatives.
Michele Huff,
Vice President,
Client Engagement
With more than 16 years of
marketing management experience, Huff has dedicated
the last 10 years to delivering strategically
sound shopper marketing programs for
clients such as Kraft, Gallo and Mondelez
International. She specializes in optimizing
brand plans to extend equity and deliver
shopper solutions to regional retailers in an
efficient and effective way.
Lisa Norat,
Vice President,
Client Engagement
After more than eight years
in the marketing department of the NBA, Norat took
her “A” game to the CPG arena, where she
used her strategic expertise and unparalleled insight to help build long-term share
growth and successful shopper solutions
for some of America’s biggest, most recognizable brands such as Kraft Heinz and
Gallo.
Barb Pfeiffer,
Account Supervisor
Pfeiffer is a marketing leader
with more than 20 years
of experience in shopper
marketing, promotions and
special events. She cultivates insights and
translates them into actionable strategic
initiatives which drive consumer engagement. She has a successful work history
with industry leaders including Coca-Cola
Co. and Saks Fifth Avenue, as well as current client, Mondelez International.
Dawn Puskas,
Account Supervisor
Puskas has spent her career
developing successful marketing programs that create
impact along the consumer
decision journey. She is a strategic thought
leader with expertise in leveraging consumer and shopper insights to build
collaborative, integrated campaigns that
engage the shopper.
Julie Stephens,
Account Director
Stephens is a results-driven,
award-winning, integrated
marketing professional
with extensive experience
in consumer packaged goods. She is a
proactive leader and excels in developing
and managing cross-functional teams to
create highly effective shopper marketing,
consumer promotion and partnership/
entertainment activation plans that drive
demand, engagement and positive ROI.
I
of 250+ and had responsibility for shopper
solutions, including category management and shopper marketing, marketing
communications, and package design and
development.
IN MARKETING
SERVICES
Valerie Bernstein,
Executive Vice President,
Business Development
With more than 15 years of
integrated marketing experience, Bernstein solves business issues with creative thinking, strategic
acumen and a small dose of dictatorship.
She brings forward the best of the agency,
tailoring services to clients’ needs by listening, architecting solutions, and leading
teams through onboarding.
Dino De LeOn, Executive
Creative Director
De Leon has spent more
than 20 years disrupting
the norm and designing
creatively strategic solutions
for world-class brands such as Kellogg’s,
Dean Foods, Walmart, Starbucks, Dannon,
M&M’s/Mars and many more. His quest is
to make the shopping experience for his
clients easier, simpler and more intuitive.
Ken Featherston,
Executive Vice President,
Chief Inspiration Officer
Featherston has a varied
background, having started
his career on the creative side
as an art director and then moving to use his
strong creative and story-telling abilities to
build strategic planning as an agency function and shopper marketing as a discipline.
Elizabeth Fogerty, Senior
Vice President, Strategic
Planning & Insights
With 25 years of integrated
marketing experience,
Fogerty’s history of performance-driven results speaks volumes.
Responsible for developing fact-based,
insight-driven strategies, her team inspires
great creative that motivates consumers to
take action.
Lisa Klauser,
President, Consumer
& Shopper Marketing
Klauser is a 22-year CPG
veteran with marketing and
sales experience. She spent
19 years at Unilever, where she led a team
11
Holly Quinn, Executive
Vice President, Operations
& Agency Excellence
Quinn brings more than 20
years of knowledge and experience from leading activation agencies. Tasked with fortifying the
agency’s operating systems and providing
efficiencies which allow teams to focus on
developing even more vibrant client solutions, she has spearheaded the agency’s
transition to the new project management
system.
THE INTEGER GROUP
Reyna Alishio,
Executive Vice President,
Account Leadership
Alishio oversees account
leadership at Integer’s headquarter office in Denver.
She focuses on driving results and leading
clients into the future. Alishio has more
than 20 years of experience working on a
variety of clients including P&G, Kellogg’s,
Mars Inc. and PepsiCo.
Ellen Cook, President,
Dallas and Atlanta
Cook leads Integer’s Dallas and Atlanta offices,
including the Dallas-based
Integer Retail Arts Lab (RAL).
Through technology and storytelling, RAL
delivers new approaches to foster innovation at retail, creating technology-driven
shopping experiences to stimulate commerce.
Dani Coplen, Executive
Vice President, Creative
Inspiring award-winning
work on billion-dollar
brands and retailers, Coplen
leads a team of creatives to
deliver strategic and holistic ideas through
advertising, integrated branding, promotions and shopper marketing for some of
the world’s largest and most iconic companies. Coplen and her team have received
numerous awards and accolades for creativity and effectiveness.
MOMENTUM: LAURA MOSER, Senior Vice President,
Shopper Marketing North America
L
Photo by Brian Morrison
digital are seeking out roles in the industry and our organization,”
Moser says. “It provides an extra challenge to reinvent your approach
to make sure you have a synergistic model with talent that is new to
agency operations.”
The agency has shifted away from a region-based retailer team
structure to Client Leadership Teams organized by discipline of
retail/shopper/promotion, experiential and sponsorship. Dedicated
teams within each practice are aligned by specific clients.
Shopper marketing is viewed no differently than any other marketing endeavor at Momentum. It begins with key behavior insights and
targeting the right people in the right places and spaces. Each solution, Moser says, goes beyond price, promotion and needs to enhance
the shopping experience, improve business results and drive brand
equity for retailers and manufacturers.
Moser says the agency can be most helpful for CPG clients in
leveraging proximity and localization to drive the right message at
the right time to convert, micro-target and push the boundaries of
what’s possible with digital marketing through smarter data leverage. “When it comes to working with retailers, there is a strong focus
on mapping customers’ journeys and improving the experience in
retail,” she says. “Experience is their number-one differentiator and
the reason why brick-and-mortar is still so important to consumers.”
The experience isn’t the same for all brands. For some, it’s making
the shopping trip quicker while for others it may be creating an environment where one can acquire a deeper understanding of a product’s
point of difference. Moser points out a rise of retail stores where products are sold but the focus is to be a spot for gathering, community and
events. “The primary reason to be there,” she adds, “is to experience
the brand in a new way. I expect to see more of these destinations
evolve, as part of new store expansion and category reinventions.”
As the industry continues to evolve, Moser says insights, targeting,
measurement and shared success between retailers and brands will
continue to be core pillars of Momentum’s work.
aura Moser’s career – working with such manufacturers as CocaCola, Kraft Foods and Procter & Gamble – has provided her the
opportunity to develop integrated marketing programs long before “omnichannel” was a popular industry term. “Over the years,
I’ve worked on launching game-changing brands in food and beauty,”
says Moser, senior vice president, shopper marketing North America,
Momentum. “In order to succeed in categories that are crowded, you
have to deliver with a broader skill set.”
For Moser, that skill set includes experience in retail strategy, promotion, shopper, digital and brand strategy across categories ranging
from beauty to beverage.
The speed at which the landscape changes both excites her and
is what keeps her up at night. She’s hopeful that Momentum’s move
toward more consultative relationships with clients means not only
building business cases and strategies together, but also creating true
partnerships to face the challenge of rapid change.
Moser is passionate about helping the industry recognize the opportunities that come when companies frequently test, learn, fail
fast and test again. “The time is now to start learning how to be more
nimble,” Moser says.
To aid the agency’s agility, Momentum has invested in data and
technology. “We have developed a suite of tools that is allowing us
to switch gears midstream when necessary and, given our ability to
affect shoppers’ mindsets in real time, that has been a great asset to
our program development,” Moser says. Other investments include the acquisition several years ago of a
shopper-based design agency, relationships with a range of retail
channel experts that Momentum can leverage across multiple categories to gain scale in what is being learned at the retail level, and new
work with clients who own their retail space.
As Momentum evolves into a more comprehensive solution provider, managing growth and hiring the right talent are the natural
challenges. “People from big data, consultancies and traditional
12
Marc Ducnuigeen,
President, International
Ducnuigeen leads Integer’s
network of 20 international
offices, overseeing business
development initiatives for
the global network. He is the “chief client
officer” for Integer’s P&G relationship globally and also serves as Omnicom’s global
leader for the holding company relationship with P&G.
Craig Elston,
Executive Vice President,
Insight & Strategy
Elston spearheads the development of strategic thinking
that accelerates transaction
in the promotional, retail and shopper
marketing worlds. He also provides leadership and oversight to the media and connections strategy group, turning moments
of receptivity into moments of conversion.
Frank Maher, COO and
Group President, Midwest
Maher leads operations
across the Integer network
and leads Integer’s Des
Moines office, overseeing
client relationships and growth in the Midwest. He has more than 25 years of experience in the industry, including positions on
both the agency and client side.
Morgan McAlenney,
Executive Vice President,
Digital
McAlenney leads digital
for Integer, spanning the
realm of connected commerce (known as DIGITAIL), social business
& content making, digital delivery, mobile
engagement, and digital business leadership for Integer’s diverse global client base.
McAlenney also serves as an active leader
in TBWA’s Digital Arts Network.
Michael Rivera, Executive
Vice President, Creative
Rivera has more than 20
years of experience in digital, brand and shopper marketing and leads Integer’s
creative department in the Midwest office,
overseeing client work for Michelin, LG,
Pella Corp. and BFGoodrich.
Nicole Souza, Senior
Vice President, Network
Business Development
Souza leads network business development efforts
focused on growth across
Integer’s U.S. offices. She has a unique
mix of business development, account
management and operations experience
working throughout her career with clients
such as Microsoft, Kellogg’s, British Airways
and Johnson & Johnson.
Deborah Williams,
Senior Director
Williams leads the sales and
operations teams while
managing key relationships
within the retail and CPG
community.
Mike Sweeney, CEO
Sweeney oversees the management of multiple agencies in the Integer network
that includes more than
1,200 associates globally.
He’s relentlessly focused on the development of great people who deliver worldclass thinking and work for Integer’s clients.
Jon Bird,
Managing Director
Based in New York, Bird
oversees Labstore in 26
locations across the globe.
Labstore is Y&R Group’s
worldwide retail and shopper marketing
network, and ultimately part of WPP. Bird
also oversees the retail practice within VML
in North America.
INTERACTIONS
Nicole LeMaire,
Vice President of Sales
and Operations
LeMaire leads the experiential agency division.
Through in-store events,
sampling, mobile tours, guerilla marketing,
street teams and other experiential marketing tactics, her division showcases retailers,
private-label brands and CPGs inside and
outside of the retail space.
Bharat Rupani,
President, Retail Services
and International
Rupani is responsible for
leading Interactions, the
largest global consumer
experience marketing company, and has
more than 20 years’ experience in developing and expanding brands in both the
consumer product and retail sectors. Lindsay Steller, Director
of Sales and Operations
Steller is focused on developing customized solutions
for brands and retailers
to drive shopper engagement and brand loyalty. Her experience in
the retail marketing space crosses many
industries including grocery, automotive,
apparel and convenience.
13
L
LABSTORE GLOBAL
THE MARKETING ARM
Dan Belmont, CEO
See profile on page 16
Taylor Clary,
Account Director
With a decade of brand
and shopper marketing
experience, Clary leads her
team in delivering strategic
and breakthrough shopper marketing
programs that appeal to retailers, amplify
brands and inspire shopper action.
Kathleen Colditz,
Senior Vice President,
Account Planning
Colditz is responsible for
bringing an insightful
understanding of the connection between products/brands and
people’s daily lives. She and her team work
across both consumer and shopper clients
at TMA with particular responsibility for
Frito-Lay and Quaker.
Jay Evans, Vice President,
Account Service
With more than 14 years of
shopper, retail and brand marketing experience with PepsiCo, Evans oversees the development of breakthrough shopper marketing
programs anchored in foundational insights
into core shopper behaviors that leverage the
emotional power of iconic brands.
Kelly Gloor, Vice President,
Account Service
Kicking off her career at Toys
“R” Us before moving over to
the agency side, Gloor truly
knows shopper marketing
from the inside out. She has worked across
many brands and categories but her true
passion lies in cultivating ideas and people.
Chris Gray, Senior Vice
President, Consumer &
Shopper Psychology
For more than 20 years,
Gray has drawn on his
background as a researcher,
strategic thinker and psychologist to understand the factors that drive consumer
behavior. He applies his behavioral insights
expertise across the agency’s capabilities,
ensuring an integrated behavioral approach to deliver persuasive communications.
Kelsey Greer,
Concept Director
Greer has helped spearhead
a shopper marketing discipline that blends strategy,
account and creative capabilities to challenge brands to think bigger,
work smarter and drive conversion. She is
currently supporting clients such as PepsiCo, Frito-Lay, Quaker, and Coppertone,
among others.
Bob Moler, Vice President,
Strategic Account Lead
Moler brings a unique collection of expertise in brand
management, digital leadership and retail innovation.
He spent 10 years as agency principal for
Slingshot, where he led the BTL business
for Borden Dairy, helped resurrect and rebrand Joe’s Crab Shack, and managed the
global digital business for Jack Daniel’s.
Jordis Rosenquest,
Executive Vice President,
Planning Insights &
Performance Science
Rosenquest oversees the
integrated planning, insights
& performance science group for The Marketing Arm. Her team includes planners,
analysts, strategists and market research
for shopper, experiential, promotion,
brand, digital, social and multi-cultural opportunities.
Eli Saldivar, Director,
Digital Strategy
Saldivar leads digital shopper strategy for the agency.
His passion for technology
has made him a pioneer in
the digital shopper marketing space for
almost 10 years, building multifunctional
teams to support a variety of brands.
M
MARKETING LAB
Sarah Brooks,
Account Director
Brooks brings 10 years of
experience working with
major CPG brands. She’s
worked across all major retailers and a wide spectrum of categories,
and brings extensive shopper marketing
knowledge and insights into what works
best across major retailer accounts.
Rich Butwinick,
Owner/President
Butwinick has more than 20
years of experience in shopper marketing, retail marketing and promotions for
leading manufacturers such as Procter &
Gamble, Land O’ Lakes, Viking Range, Delta
Faucets, Western Union and McKee Foods.
Chris Haas,
Creative Director
Haas joined the agency in
2008 and has used the previous decade’s experience in
retail advertising to form key
partnerships with retailers.
Mark Lenss,
Senior Vice President,
Managing Director
Lenss has more than 25
years of experience in marketing, with an emphasis on
consumer promotions for both large and
small brands.
Kate Mendel,
Account Director
Mendel manages the Western Union account including
the retail and CRM teams.
14
Scott Mueller,
Vice President,
Managing Director
Mueller has more than
25 years of experience in
integrated marketing and
combines a highly developed strategic
sense with a good grasp of what works in
the real world.
Katie Seleski,
Account Director
Seleski, who has been working in shopper marketing
on both the client and
agency sides for the past 15
years, manages iconic brands such as Land
O’Lakes, Honeywell and P&G.
John Tieszen,
Vice President,
Managing Director
Tieszen has more than 25
years of marketing and promotion experience on both
the agency and client sides.
MARKETING WERKS Karen Carlborg, Vice
President, Client Service
Carlborg leads the agency’s
client/account service and
retail activation teams. She
brings 22 years of experience working with CPG brands creating
and executing successful promotions.
Lisa Fasana,
Vice President,
Account Management
Fasana leads the agency’s
client teams in implementing strategic, innovative and
measurable solutions that drive results
throughout the consumer journey.
Torre Gentile,
Vice President,
Digital Engagement &
Innovation
Gentile is a leader in content
strategy, UX and digital engagement. He is responsible for building
effective operational strategies that drive
gains in the consumer experience arena
across a variety of digital platforms.
Holly Meloy,
Senior Vice President,
Managing Director
Meloy leads the agency’s
CPG and retailer clients, and
brings 18 years of experience in shopper
marketing, digital and retail activation, and
product launches.
David Newman,
Chief Insights Officer,
Crossmark
Newman joined Marketing
Werks’ parent company,
Crossmark, in September
2015. He helps drive strategy and value.
Prior to this role, he was responsible for
the sales strategy, category management,
shopper marketing and the sales finance
teams at Pharmavite and spent more than
16 years at PepsiCo.
Rob Reents, Vice
President, Managing
Director, PromoWorks
With more than 30 years of
shopper, promo, digital, direct, and social media marketing experience, Reents partners with
clients to create fully integrated shopper
engagement programming.
THE MARS AGENCY
Ken Barnett, Global CEO
As a seasoned agency
leader with more than three
decades of broad experience in marketing and advertising, Barnett oversees
an agency-wide culture of professional
growth and client-service excellence.
Jake Berry, Executive
Vice President, General
Manager and Health &
Wellness Group Lead
Having led several key client
relationships in the past 15+
years, Berry currently manages the Campbell Soup Co., Pepperidge Farm and Pfizer
businesses. He also leads the agency’s
Health & Wellness Group.
Tammy Brumfield,
Senior Vice President,
Retail Marketing Group
A proven shopper marketing leader on both the client
and agency sides, Brumfield
leads the agency’s retail marketing group
in the development of strategic retail plans
to help clients partner with retailers across
channels and drive results. Her team spans
the U.S., including Bentonville, Minneapolis,
Chicago, Oakland and Cincinnati.
Ethan Goodman,
Senior Vice President,
Shopper Experience
A renowned marketing
strategist with deep expertise in digital and shopper
marketing, Goodman leads a team of strategists, media planners and designers in
activating best-in-class omnichannel (online and offline) experiences that engage
shoppers along the path to purchase and
compel them to buy clients’ products at
retail. His purview also includes the agency’s e-commerce and innovation practices.
Greg Iszler,
Executive Vice President,
Strategy & Insights
Leveraging more than 20
years of brand, digital, and
shopper planning expertise,
Iszler and his team focus on the holistic
customer experience, ensuring a unique
level of clarity around shopper-centered
opportunities.
Derek Joynt,
Executive Vice President,
General Manager
A senior marketing executive with a proven track
record of outstanding business results, Joynt leads the Chattem and
Sun Products businesses and runs the
agency’s Canadian business.
Rob Rivenburgh,
CEO North America
With 25 years of experience
in shopper and consumer
marketing, Rivenburgh leads
an international agency
network that consistently delivers engaging and impactful brand experiences for its
Fortune 500 client portfolio.
Kerry Shaw,
Senior Vice President,
Client Leadership
With 20 years of experience
in developing national and
shopper marketing initiatives for top CPG manufacturers, Shaw
leads the Colgate-Palmolive and Tom’s of
Maine businesses.
15
Jeff Stocker,
Chief Creative Officer
Stocker is charged with
overseeing all of the
agency’s creative leadership
teams. Highly knowledgeable in the arena of shopper and consumer
marketing, he excels at identifying winning
strategies and fostering brilliant creative
achievements that motivate people to buy.
Elise Wilfinger, Executive
Vice President, Corporate
Strategy & Brand Officer
Wilfinger has 20-plus years
of ROI-driven strategy, integrated marketing, digital,
and CRM experience. She oversees corporate strategy, corporate marketing, business development and branding for the
agency.
MATCH MARKETING
GROUP
Michael Dill, President
Dill has more than 16 years
of experience in shopper
and consumer marketing.
As president, his focus is on
driving best-in-class ideas
and creative solutions across all Match offices throughout North America.
Brett Farren, CEO
Farren, founder & CEO of
Match, has more than 19
years’ experience in the
marketing industry. He has
focused his business on
providing end-to-end solutions for clients
through the path to purchase, integrating
insights, strategy, promotion, digital, experiential, sales and retail services.
Perry Miele, Chairman
Miele has more than 20
years of experience in the
advertising and marketing
industry.
THE MARKETING ARM: DAN BELMONT, CEO
D
Photos by Rex Curry
adopt a more diverse set of thinking about individuals.”
Despite the disruption of e-commerce, there will
always be a place for the physical experience of shopping, Belmont says. His agency talks with clients
about finding a unique purpose in-store, to be pioneers in redefining the role of in-store as a unique
offering in the retail ecosystem.
Belmont cites some of the agency’s work to illustrate the philosophies. The “Do Us a Flavor” national
brand program for PepsiCo’s Lay’s was wildly successful in consumer awareness with its interactive
request for flavor submissions – about 14 million
different taste ideas came in, Belmont says. It also
was successful on the shopper front.
“The promotion drives conversion of Lay’s product year after year
while continually generating a lot of excitement with key retailers for
the program,” he says. “And we’re excited to say that year four of ‘Do
Us a Flavor’ is live right now. That’s a terrific program.”
Cultural relevance was a crucial aspect of Bacardi’s Cazadores
tequila during Halloween, a typically slow holiday for the category.
Belmont’s shopper team worked closely with the multicultural team
to develop a Dia de los Muertos (Day of the Dead) merchandising
program that celebrated the tradition and invited shoppers to honor
the memory of late loved ones with a bottle of Cazadores.
“Retailers loved it and the result was a lift in display, distribution
and rate of sale,” Belmont says.
The agency’s “Batman v Superman: Dawn of Justice” program with
PepsiCo’s Doritos at Dollar General was an Effie Awards finalist,
Belmont says. It’s an example of how his firm takes national brand
programs and customizes them across key retailers. The program
also helped PepsiCo win Dollar General’s 2016 Vendor of the Year
honor, Belmont says.
“It’s about developing programs that still build equity for the brand
and halo to their national activation but that also make sense for the
retailer and, most important, the retailer’s shopper,” Belmont says.
an Belmont, chief executive officer of The
Marketing Arm, is well aware of the seismic changes in shopper marketing, and his
shop is taking action. Media reports indicate
more than half of active brands will review their
agency this year. It screams that people are looking
for a better way, Belmont says.
In addition, Belmont and his colleagues are dealing
with what he calls the increasing irrelevance of oldschool shopper marketing strategy and tactics. “Looking at the explosion of the retailer ecosystem, you can
quickly see that the delineation between in-store,
e-commerce and direct subscription as distinct shopper sources of revenue has dissolved,” he says. “Today,
the shopper is using all channels. They’re buying across all channels
and using mobile, digital and social media. The focus is shifting from
product array to shopper need. That’s really interesting to us.”
Belmont says his firm is moving its focus from retail being a mere
catalog of choice to actually servicing people based on personal
convenience, relevance and value. It’s an evolution from promoting
brands to providing a service for shoppers with the goal to help grow
brands.
Belmont’s education and first job were based in computer science.
Even though he then went down a different career path, Belmont’s
agency work remains data-driven to enhance the human touchpoints
of shopper marketing. “Our shopper philosophy is simple: In our
multifaceted and constantly connected lives, any touchpoint can
make a difference,” Belmont says. “We identify the ones that could
and elevate those that will trigger shopping behavior.”
Within that human perspective, Belmont has observed retailers
setting the tone toward a multicultural approach in which diverse
nationalities, cultures and generations are represented and coexist.
This should guide shopper marketers to adopt a more total market and
targeted approach, he says. “No retailer will want to leave 50% of its potential revenue on the table,” Belmont says. “As an industry, we need to
16
Elizabeth Seltzer,
Managing Director
Seltzer, managing director
of Match’s Norwalk, Connecticut, office, has more
than 18 years of experience
in the agency world. Her expertise is built
from the cross-section of developing consumer experiences and creative strategies
to achieve brand objectives with a holistic
approach.
Dick Thomas, Managing
Partner, Integrated U.S.
Thomas has more than 22
years of experience in the
industry with a focus on
advertising and production. He believes that ideas, culture and
relationships are the keys to success. He is
currently leading Match’s integrated marketing business across the U.S.
MIRUM SHOPPER
Ryan Elston, Senior
Director, Technology
Elston is passionate about
building web applications
to solve shopper problems.
His past work experience
led to an opportunity to lead and grow a
team of talented developers in the shopper marketing space at Mirum, where together they build innovative solutions that
perform in the marketplace. His main focus
now is on strategically applying digital innovation to solve problems for its clients.
Andrea McGovern Galo,
Vice President, Strategy
& Insights
Galo leads the strategy &
insights team to ensure that
shopper insights are at the
foundation of all of the agency’s work.
When she first joined Mirum Shopper, she
was part of Team Unilever Shopper, where
she led the drug account team and then
shifted over into a client role, overseeing
the skin shopper marketing strategy for
the drug accounts.
Miguel Garcia Castillo,
Group Director, Business
Transformation &
Innovation
Castillo oversees all innovation development focused
on digital and social commerce activation
channels. With more than a decade of
strategy, creative and innovation experience, he has successfully collaborated with
a range of Fortune 500 companies as well
as entrepreneurial organizations.
Neil Gavigan, Vice
President, Executive
Creative Director
Gavigan is a creative leader
and motivator with experience strengthening brands
and generating results for clients in the
retail, CPG and entertainment categories.
He has experience in strategic planning
and in many areas of execution from
digital to traditional and promotional. He
currently leads content production and the
L.A. creative team.
Joe Lagattuta, Executive
Vice President, Creative
Lagattuta is an omnichannel creative leader with
deep experience building
and leading award-winning
creative teams, with a specialty focus on
driving strategic concept development. He
has led creative work for global CPG clients
such as Unilever, Kellogg’s, Kraft, Jim Beam
Brands and many more.
Jacquie Lane,
Vice President, Digital
Strategy and Planning
A seasoned shopper marketer bringing expertise
and thought-leadership
to Mirum Shopper, Lane leads the digital
strategy team for Team Unilever Shopper
helping to create enterprising activation
solutions including social, mobile, loyalty
and influencer programs for Unilever
brands at retail. Jay Mathew,
Chief Operating Officer
Mathew has more than 20
years of experience in shopper marketing and brand
management. Mirum Shopper focuses on the digital, social and commerce channels and has been a partner
to the world’s largest CPG, electronics and
toy suppliers as well as the world’s biggest retailer. He is responsible for creating
multichannel shopper solutions that have
consistently achieved significant increases
in sentiment and sales conversion.
17
David May, Vice President,
Client Engagement
May leads the development
of client relationships and
market expansion. He is a
team leader with vast experience in digital & social marketing, shopper marketing, retail activation & business
development. He has extensive experience
in both retail and shopper marketing, having worked with retailers such as Walmart,
Sam’s Club, Target, Costco and a host of
specialty retailers and grocers.
David Painter,
Vice President,
General Manager
Painter has a decade of
experience in global digital
leadership in brand and
shopper marketing. He believes forming
a true partnership with clients is the only
way to unlock success. He has also worked
at Unilever, where he authored the brand’s
global digital and social media strategy
and developed award-winning video
game strategies.
Sam Spencer,
Vice President, Marketing
Spencer applies data and
insights to complex brand
challenges and objectives,
creating streamlined marketing campaigns, ultimately turning shoppers into buyers. His professional life has
spanned operations, supply chain, sales,
brand development, brand building, and
shopper marketing over a variety of roles
with a global conglomerate and fast-rising
startups.
MOJO MARKETING
Genevieve Rich,
Account Director
Rich leads MOjO’s account
team in the development of
outside-the-box, engaging
shopper marketing programs that truly deliver results. Strategically
minded, she uses her background in psychology to take a deep dive into consumer
behavior to directly target shoppers with
an omnichannel approach.
Belinda Robbins,
Senior Account Manager
Robbins keeps the account
and project management
teams on track to deliver
innovative ideas while infusing efficiencies to capitalize results. With
more than 20 years of experience, she has
strategized and executed award-winning
shopper marketing programs for Fortune
500 companies.
Dave Trudo,
Vice President
Trudo brings MOjO the
business-minded fuel that
has helped power its success since 2012. Stemming
from a background in construction management and community development,
he leads the operations and production
teams, developing award-winning structural designs.
Nicole Trudo,
President/Master of MOjO
Trudo is the founder and
driving force behind the
agency. After 20-plus years
of marketing experience
she built it from the ground up in 2011 and
almost immediately attracted many blue
chip clients. Today she leads the strategy
and creative side of the business as the
company continues to grow rapidly.
Adam Wenger, Creative
Services Manager
Wenger brings more than 15
years of creative and design
experience to MOjO. He
specializes in creative problem-solving, art direction, brand immersion and visual merchandising strategies
across MOjO’s entire portfolio. He helps
to quickly guide projects from concept
sketches to final execution.
MOMENTUM
WORLDWIDE
Abbie Baehr,
Senior Vice President,
Director of Strategy NA
With 15 years of experience as a CPG strategy lead,
Baehr is responsible for the
stewardship and evolution of Momentum
North America’s strategic output and ar-
chitecture. Focused on bringing together
brand, experiential and shopper marketing
strategies, she will lean on her previous
agency experience as lead NA IMC strategist for Coca-Cola to bring more activated
demand at shelf for clients.
Shaun Brown, Senior
Vice President, CPG &
Digital Shopper Lead
Brown leads Momentum’s
CPG client teams, digital
shopper capabilities and
global Coca-Cola brand activation integration. He has more than 20 years of agency
and brand experience leading shopper
strategies and working with customer
teams.
Julie Clark,
Creative Director
Clark leads a CPG-focused
team that collaborates on
shaping strategy and elevating creative solutions for integrated shopper marketing programs and
key account initiatives. For nearly 10 years,
Clark has also served as an adjunct assistant
professor in Webster University’s award-winning marketing communications program.
Elena Klau, Senior
Vice President, Director,
Strategy and Insights
Klau unites all agency talent
across strategy, measurement and analytics as one
seamless North American center of excellence. Leveraging her depth of experience
across market and academic research, she
has helped pioneer the creation of Momentum’s consumer and shopper behavioral & analytics integrated toolset.
Laura Moser, Senior Vice President,
Shopper Marketing North America
See profile on page 12
Jennifer Olliges,
Senior Vice President,
Director of Business
Leadership & Integration
Olliges brings more than
15 years of CPG experience
in the areas of strategic planning and integrated shopper marketing leadership.
Her approach to vision and growth have
contributed to her leading several of the
agency’s CPG client engagements.
18
Glen Peden,
Vice President,
Group Creative Director
With more than 20 years’
experience, Peden has led
creative leadership and
strategy for clients such as Unilever, Bayer
Consumer Care and Deutsch brands. He
infuses creative thinking with strategy, tapping into unique insights alongside core
truths to develop innovative campaigns.
Donnalyn Smith,
President, NA
Smith leads the company’s
North American region and
more than 900 talented
employees. Under her leadership, the agency has seen double-digit
growth, brought in high-profile creative
and business leadership talent, developed
unique analytics tools, and commissioned
breakthrough research to define the intersection between modern shoppers and
technology.
Mark Trochtenberg,
Creative Director
Intellectual curiosity is what
defines Trochtenberg’s
approach to solving the
challenges of retail across
several of Momentum’s North American
clients. He has created several of Momentum’s leading strategic shopper outputs
from national retail optimization studies to
a 10+ retail channel communication strategy for the New York Lottery.
Adrian Velazquez,
Vice President,
Group Director Strategy
Velazquez leads a group
of passionate and curious
shopper marketing strategists. An accomplished consultant in shopper marketing strategy and commercial
capability building, he is known for instilling his commitment to business analytics
into all aspects of sales and marketing –
leading to informed strategies and measured outcomes.
MOOSYLVANIA
Norty Cohen, CEO
Cohen founded the agency
in 2003 with a focus on motivating consumer behavior.
Mary Delano,
Chief Marketing Officer
Delano has spent more than
a decade on the agency side
of the business, connecting
brands with their consumers,
including Grey Goose Vodka, Bacardi Rum
and McDonald’s, to name a few.
MOSAIC SHOPPER
Steven Amato, President
of Mosaic Content,
Chief Content Officer
Amato is known as an innovator in the world of marketing and entertainment.
He was the president/CCO of Omelet, an
award-winning agency that he co-founded in 2004, and also formerly served as a
creative leader at TBWA\Chiat\Day. An innovative storyteller and thought leader, he
has consulted with the White House.
Kristen Buss, Vice
President, Mosaic Shopper
Strategy & Insights
With more than 20 years in
marketing, research, analytics, behavioral observation,
and intuitively led brand, retail and creative
strategy, Buss brings unique vision and
innovative practices to the agency and
their clients’ strategies. Her focus is on finding problems clients can uniquely solve, a
strategy that serves the agency’s vision in
purchase design.
Matt Diamond,
Senior Vice President,
Mosaic Canada
Integrated Services
Diamond has a wealth of
knowledge garnered on the
client and agency side in his two decades
of experience in the marketing world. He
is one of Canada’s top thought leaders in
his field, a frequent author and conference
speaker, and a faculty member at Ivey Business School.
Lee Esmond,
Vice President, Mosaic
Integrated Marketing
With 20-plus years in marketing, Esmond applies her
vast knowledge of shopper,
experiential and digital to devise shopper
engagement strategies and programs that
effectively drive purchase. Throughout
her career she has worked in the U.S. and
European retail markets, focused on both
technology startups and blue chip heritage CPGs. James Fraser, General Manager,
North America
See profile on page 26
Susan James,
Vice President, Mosaic
Shopper Client Service
With more than 20 years in
both client service and strategy, James is a proven results-oriented integrated thinker who looks
for transformative ways to solve big client
challenges. She has been a true client and
brand champion who helps organizations
shift paradigms to drive change and deliver on their vision and goals, explore new
territories, and outperform competitors. Scott Miles, Executive
Vice President, Mosaic
Strategy + Ideation
With 14 years of industry experience, Miles helps some
of the world’s top brands
navigate the ever-evolving marketing landscape, creating breakthrough experiential
campaigns that connect with consumers in non-traditional ways. His team of
80 strategists, conceptors and designers
create highly original content and awardwinning campaigns.
Margaret Naughton,
Vice President, Mosaic
Shopper Client Services
Naughton has been in the
shopper marketing and
promotions world for more
than 20 years and is an accomplished
leader with extensive client and agency
experience on numerous CPG brands. She
understands the ins and outs of multiple
retailers and conquers the go-to-market
strategies for bringing brands to life in the
retail space.
Bill Rodi,
Vice President, Mosaic
Shopper Operations
Rodi leads Mosaic’s U.S.
Shopper business, with an
emphasis on growth strategy, business development and operations.
He brings to the role deep, relevant experience garnered across similar client and
agency-side leadership positions at Kraft
Foods, Landor Associates, MSI, Schawk/Anthem and GfK Consumer Brand Consulting. 19
Abe Sorche, Senior
Vice President, Mosaic
Sorche has 20 years of experience in below-the-line
marketing with a specific
expertise in experiential
marketing. He founded and led Escalate,
a leading experiential agency, until its acquisition by Mosaic in 2015. He now leads
client development for Mosaic U.S. Experiential.
N
NEW CREATURE
Anthony Bagley, CEO
With more than 15 years in
the retail industry, Bagley
has taken New Creature
from a design and P-O-P
company to a full-scale execution and retail solutions juggernaut. His
continuous push to transcend the industry
has enabled his team to thrive in a volatile,
competitive landscape. Susan Norden, Senior
Director, Marketing
Norden utilizes her brand
background to create bigpicture solutions that find
harmony between merchant and retailer. Her ability to find the
balance of creative and pragmatic helps
brands maximize their identity on shelf.
NSIGHT CONNECT
Adam Celing,
Creative Director
Celing leads Nsight’s creative team in Minneapolis.
He has years of experience
developing strategic creative solutions for brands across multiple
retail channels for a diverse set of clients.
Charley Ciresi, Vice
President, Client Services
Ciresi is a key account lead
in Minneapolis where he
works to connect national
brand strategies to retailer
and consumer objectives, to help deliver
unique and differentiated solutions to
clients.
Matt DePratter,
Vice President,
Omnichannel Marketing
DePratter provides unique
and in-depth insight into
the ecosystem of technology, data, and media that are available to
reach and motivate both shoppers and
consumers.
Kristin Ellison, Vice
President, Client Services
With more than 15 years of
experience serving in both
retail and agency roles, Ellison is a client account lead
in Minneapolis focused on shopper marketing plan development and integration
with brand strategies.
DyShaun Muhammad,
Vice President, Target
and Drug Team Leader
With more than 15 years of
strategic brand leadership
experience in both client
and agency roles, Muhammad directs the
Target and Drug shopper marketing teams.
Alicia (Lish) Smestad,
Executive Vice President,
Senior Group Director/
President
Smestad is president at
Nsight Connect, where she
leads data-driven digital innovation and
measurement, along with strategic business opportunities for clients.
Cassie Wenger,
Creative Director
Wenger leads the creative
team in Catapult’s Bentonville office. She has a decade
of experience crafting strategic creative solutions for both corporate
marketing and brands and specializes in
shopper marketing for Walmart and Sam’s
Club.
P
PHOENIX CREATIVE
Abbey Ash, Partner,
Director of Shopper
Marketing
In her more than 10 years
at Phoenix Creative, Ash
has done it all. From intern
to account executive to partner, she does
whatever it takes to provide the very best
retail, branding, shopper marketing and
CPG support.
David Dolak, Partner,
Chief Creative Officer
With more than 10 years
creating results for clients
including Mondelez International and Anheuser-Busch
Inbev, Dolak leads a multi-disciplinary team
at the agency crafting retail, CPG, and
shopper marketing programs from strategy to design to execution.
Emmanuel Martirez,
Creative Director
Martirez’s insight and abilities
have been helping Phoenix
Creative win carts and minds
since 2007. He has been
instrumental in developing award-winning
shopper marketing campaigns for brands
including Sour Patch Kids and Halls.
PURERED-FERRARA
Elizabeth Newman,
Vice President,
Account Management
Newman is an account
leader for some of PureRED’s
most integrated clients. She
has worked with global brands such as
McAfee, IHG and Verizon, leveraging quantitative and qualitative research to develop
highly effective marketing and communication programs.
George Russell,
Chief Executive Officer
Russell has more than 30
years of experience in building successful consumer
product, retail and marketing service companies. He has led PureRed
to become a premier partner among retail
and consumer clients, improving the effectiveness and return on their marketing
investment.
20
Chad Sumner, President
Sumner has a passion for
engaging and aligning
PureRED account teams
with clients in a focused,
strategic manner. During his
26-year career at the company, Sumner has
built true partnerships with some of the
world’s biggest brands.
Barbara Walker,
Executive Vice President
Planning & Strategy,
Chief Marketing Officer
Walker is responsible for delivering great enterprise marketing strategies. Prior to joining PureRed,
Walker was senior vice president of marketing at Safeway and has spent more than
two decades in consumer marketing and
advertising on both the client and agency
sides.
Tisha Wester,
Account Director:
In-Store Brand Marketing
Wester is a shopper marketing activation specialist at
Ferrara, with a focus in CPG
promotions and partnerships at retail. She
started her career in experiential marketing, bringing national brands and industry
associations together in-store to support
cause overlays.
R
RED FUSE
COMMUNICATIONS
Patrick Daly, Regional
Creative Director, IMC &
Shopper Communications;
Asia
Based in Hong Kong, Daly
is responsible for Red Fuse’s
shopper creative across the entire Asia region. He also oversees creative work on select integrated marketing communications
projects, ensuring seamless integration of
consumer creative with shopper creative.
Rodger DiPasca, Global
Managing Director,
Shopper Communications
DiPasca leads all worldwide
shopper communications
at WPP’s Red Fuse, a “team
agency” that creates integrated communications for Colgate-Palmolive’s brands.
Teigan Henry,
Regional Supervisor,
Shopper Communications;
Latin America
Henry is responsible for
shopper marketing communications throughout Latin America,
including pan-regional work and key local
country efforts.
Nicky Lee, Regional
Director, Shopper
Communications; Asia
Lee is responsible for shopper marketing communications throughout Asia, liaising with a network of various WPP-owned
agency offices.
Ann McGrath,
Group Account Director,
Shopper Communications,
North America
McGrath leads the North
American Red Fuse Shopper
team to create and execute communications that drive shopper action for ColgatePalmolive.
Becky Turner,
Shopper Marketing
Network Director; Europe
Turner oversees Red Fuse’s
shopper marketing efforts
throughout the 33-country
Europe region.
ROCKFISH
Anthony Acerra,
Director Digital Strategy
Acerra creates relevant, omnichannel shopper experiences that drive category
growth. He’s shaped and led
digital shopper strategy and innovation for
Unilever, General Mills, Mars and Mondelez.
Bill Akins,
Chief Client Officer
Akins is the leader of the
agency’s Business Innovations team. He has 20 years
of experience working with
CPG companies like General Mills, applying
big data and digital shopper marketing
solutions, as well as with retailers directly,
including leading teams that build mobile
retail apps for Walmart and Sam’s Club.
Jacquelyn Baker,
Vice President,
Business Innovations
Baker has 15 years of experience in category management, omnichannel shopper
marketing and digital shelf optimization
working with various CPGs and retailers
including Mars Inc., P&G and Kroger. She
currently leads marketing and innovation
efforts in digital shopper, omnichannel and
e-commerce for General Mills. Nate Carney,
Senior Vice President,
Business Innovations
Carney has more than 10
years of brand marketing
experience and currently
leads digital shopper, omnichannel and
e-commerce across several CPG companies for Rockfish, including Kimberly-Clark,
Unilever and Coca-Cola.
Jason Ferrara,
Vice President, Group
Creative Director
Ferrara has 18 years of industry experience specializing
in online marketing, advertising and e-commerce campaigns. He has
lead creative teams with the goal of transforming creative briefs into big brand ideas
and innovative omnichannel experiences
for major clients. As winners of more than
20 national and international awards, his
teams have been recognized for both their
business results and creative inspiration.
John Jacobsen,
Creative Director
Jacobsen has more than 15
years of digital expertise. He
has been helping to chart
unknown territory within
an emerging global niche: e-commerce
and digital innovation. Leveraging brands,
retailer ecosystems and consumer needs,
he works to infuse innovation and improve
the consumer experience wherever possible.
Dan Periera,
Vice President,
Digital Strategy
Periera is the lead strategist
for e-commerce across priority “Pure Play” customers.
He leads the team in developing strategic
frameworks and tactical plans for Pure
Plays and multichannel customers, which
includes Merchandising & Media, as well
as Test & Learn opportunities. He has more
than 15 years’ experience working within
CPG, including roles in digital shopper,
CRM and direct response.
Michael Stich,
Chief Executive Officer
Stich has nearly 20 years of
experience in the technology and marketing industries. He leads the P&L, Business Innovations and Technology teams
at Rockfish. As the executive sponsor of
clients such as General Mills, Kimberly-Clark,
Unilever, Coca-Cola, Mars Chocolate and
Intel, he oversees teams that deliver innovative shopper programs and results. He is a
thought leader, frequent speaker and writer
on e-commerce, mobile, digital shopper
and other digital marketing topics.
S
SAATCHI & SAATCHI X
Mauriahh Beezley,
Group Creative Director
Leading the creative team
out of Northwest Arkansas,
Beezley inspires clients and
employees alike with her
enthusiasm for world-class creative ideas.
Jim Cartwright,
Chief Operating Officer
Cartwright partners with
each agency function to
drive operational excellence
while also driving a strong
culture and team environment through
random acts of joy.
Jessica Hendrix,
President & CEO
Hendrix leads the Saatchi
& Saatchi X team with her
passion for problem-solving,
belief in long-term client
partnerships, and a desire to continue to
evolve the shopper marketing space.
21
TRACYLOCKE: MIKE LOVEGROVE, President & Chief Creative Officer
C
Photo by Ryan & Jasmin Manning
tools and discipline no matter whether the brand
client is a candy bar, a computer or a car, Lovegrove
says. “The definition of the shopper may change, but
the behavioral science of buying a product stays the
same for us,” he says.
TracyLocke has been around for about a century,
but even in the decades when it was primarily defined
as an advertising agency, the firm followed the dictates
of then-chairman, CEO and president Morris Hite
that “everything we do is designed to motivate people
to buy,” Lovegrove says. “We build tools and products
underneath to pay off that purpose. It’s changed over
time because it’s reacted to the marketplace.”
The agency has established a Design Collective, an
innovative studio model to help clients execute content demands at
retail speed. TracyLocke also has created an Empathy Lab, an environment that allows shopper marketers to speak with shoppers in
real time to gain insights and empathy to help create strategy.
The industry typically operates under the principle that 80% of
work can be categorized as executional and 20% innovative, with the
latter including social engagement, custom content and otherwise using technology in a provocative way, Lovegrove says. To best serve the
client, he says, “you should try to push that toward 75-25, or 70-30.”
In the coming years, physical retail stores will be used more for education and experience, and less for purchases, although Lovegrove
wishes he could have it both ways. “My issue with Amazon or anything like that is that when I decide I want to buy something, I want
it immediately,” he says. “I want instant gratification, but [stores]
don’t have the inventory. I would love those things to come together.”
Customer shopping habits will keep changing with each successive generation, Lovegrove says, and brands and retailers will have to
react. “They’re not going to buy things the way I want to buy them,”
he says of post-Millennials, born in the 2000s. “There’s going to be
a lot of evolution.”
onventional wisdom says clients of creative
agencies need to ask themselves whether
they want their projects completed quickly,
thoroughly or inexpensively, and then pick
two out of the three, says Mike Lovegrove, president
and chief creative officer of shopper marketing agency TracyLocke. But, those clients are increasingly
unwilling to sacrifice any of the options. “We’re at a
point today where clients expect great content and
design no matter what the price,” Lovegrove says.
“We have photographers, we have motion editors,
we have virtual reality people on staff. We’re able to
create things at the speed of retail.”
A lifer at TracyLocke since his career began more
than 15 years ago, Lovegrove has worked his way through various
creative teams to his current leadership role. “For me, as a creative,
it’s a really exciting time to be part of shopper marketing,” he says. “I
grew up in this business. I didn’t work at an ad agency and then end
up in a shopper marketing agency.”
Lovegrove did work for a while at convenience stores owned by
his uncle, which gave him familiarity with the grocery business and
commerce in general, and how the different pieces of marketing
intersect.
TracyLocke used terms like “customer marketing” and “retail marketing” in the past, but by the beginning of this decade the concept of
shopper marketing had crystallized and the agency built its structure
of teams in that spirit, Lovegrove says. During the past several years,
the omnichannel reality has gradually been overlaid on those teams,
he says.
“We don’t look at it through the lens of shopping, we look at it from
the lens of buying,” Lovegrove says. “What is the motivating factor for
purchase? Then we create seamless programs and brand experiences
built around the shopper.”
TracyLocke’s leaders think agencies can use the same philosophy,
22
Nicholas Sammer,
Vice President, Client
Partnership & Brand
Strategy, North America
Leading its clients and the
agency in branding, innovation and shopper connection, Sammer
helps bring together world-class creative,
strategy and execution to drive results in
today’s changing commerce landscape.
THE SANDBOX AGENCY
George Bird, Director
of In-Store Experience
From analog to digitally
human experiences, Bird
is able to concept and deploy beautiful, relevant and
engaging experiences across pop-ups to
store-within-a-store formats. He ensures
the experience always drives return for the
brand while being relevant to the shopper.
Angela Potts, Director,
Brand Localization
Through the proprietary
platform, LocalWave, Potts
and her team leverage big
data to translate national
shopper campaigns into relevant and relational touchpoints on a hyper-local level: at
home, on the go and in-store – also known
as brand localization.
Steve Spencer,
Chief Creative Officer
Spencer makes the complex
look, feel, sound and act
simple. He hones the experiences and expressions of
a shopper’s journey to combat decision
fatigue and increase decision simplicity,
purchases and loyalty, creating deep retail
engagement.
Nicole Turner, Director,
Retail Communications
Brick and mortar, e-commerce or one-off events,
Turner helps brands capture,
captivate and convert shoppers through meaningful and memorable
engagement at every stage of the shopper’s journey.
Erik Wennerod,
Director, CRM Strategy
With extensive experience
in conceptualization, development and management
of customer relationship
marketing programs, Wennerod drives
awareness, traffic (online and in-store) and
conversion for new product launches, loyalty programs, promotions and more.
Ethan Whitehill, Principal
& Managing Director
From shopper psychology
and experiential design to
brand strategy and activation, Whitehill has yet to
cross a realm of retail territory that is unfamiliar, ensuring brands’ experiences and
expressions are relevant, relational and
provide return.
S2B
Verna Andrews, Director
Andrews leads the agency’s
path to purchase planning
discipline, bringing digital
and physical media together
to produce results at the
point-of-sale.
Dominic Forte,
Associate Director
Forte plans and executes all
shopper communications
with a strong focus on ecommerce.
Natasha Kanga,
Associate Director
Kanga leads S2B’s in-store
and digital coupon media
practice, creating strong
supplier partnerships and innovative programs that yield high ROI.
Debra Pizzino,
Associate Director
Pizzino leads shopper audience insights and planning
for brands driving channel
sales across major retailers
and club stores.
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SHOPTOLOGY
Charlie Anderson, CEO
Anderson has more than
17 years of shopper marketing experience and has
led teams in marketing
top brands, including P&G,
PepsiCo, Walmart and Kroger. His team is
focused on building ideas that bond and
create organic capabilities around where
shopping is headed.
Ryan Karlstrom,
Group Account Director
Karlstrom is a proven leader
of ideas across the path to
purchase for many national
and global brands. His drive
and 17 years of experience combine to
deliver optimal results for many leading
brands including Procter & Gamble, PespiCo, Kellogg Co., Dean Foods, MillerCoors,
Nestle, Arby’s, Qdoba and DaimlerChrysler.
Ken Madden,
Senior Vice President,
Head of Engagement
Madden has more than 15
years of experience in digital
marketing, analytics and
strategy. He and his team design and build
connected, effective shopper engagements that influence shoppers all along
the shopper journey.
Julie Quick, Senior
Vice President, Head
of Insights & Strategy
Quick’s deep shopper understanding has helped
Fortune 100 brands succeed
in the ever-changing retail marketplace.
Passion for shoppers, the future and results
drives her every day.
Jed Schroeder,
Senior Vice President,
Head of Creative
For nearly 25 years, Schroeder has been developing and
crafting business-changing
creative ideas across a wide range of categories. His unique blend of innate curiosity,
strategic rigor and award-winning creativity have been the catalyst behind breakthrough work for Frito-Lay, Dell, KFC, Kraft,
7-Eleven, Southwest Airlines, Home Depot,
McDonald’s, Nestle Foods and Supervalu.
SOCIAL FORCES
Michael May,
Account Strategist
May is a dedicated client liaison. He provides day-to-day
service to key accounts, and
organizes and facilitates comarketing campaigns, community management and social media brand-building
initiatives within the agency.
Ari Rothman, Vice
President/Account &
Marketing Services
Rothman is a 20-plus year
CPG and retail marketing
veteran with experience in
co-marketing and integrated media platforms. He provides strategic guidance to
the agency’s retail and consumer products
partners.
Carl Vervisch, President/
Creative Director
Vervisch is a founding partner with more than 10 years
of agency creative and leadership experience. He provides strategic creative guidance to client
and agency partners, and leads all agency
creative production.
Kate Whatley, CEO
and Founding Partner
Whatley is a WBENC & WOSB
certified business owner.
She is a founding partner
with more than 10 years
of agency leadership experience. She offers strategic vision on key accounts and
provides leadership for all agency account
service practices.
Rachel Williams, Account
& Media Strategist
Williams is an experienced
digital and social media
buying strategist. She
guides clients in leveraging consumer insights, tailoring initiatives
toward bottom line results and achieving
efficient consumer reach.
T
THEORY HOUSE
Frederic Carpenter,
Creative Director
Carpenter leads the creative
team at Theory House and
has a rich history in CPG,
including time at ColgatePalmolive.
Jim Cusson, President
Cusson leads the retail marketing agency that supports
mid-size retailers and brands
such as Food Lion, The Fresh
Market, Liquid Wrench, Zyliss
and GUNK with branding, in-store design
and activation. Christopher Durham,
Vice President of Retail
Brands
Durham publishes My Private
Brand, a website focused on
the private brand industry
and is an author of several books on the
subject. He brings close to 20 years of realworld retail experience to Theory House.
Jared Meisel,
Managing Partner,
Shopper Marketing
Meisel helps clients create
digital and physical experiences that connect with
shoppers in relevant, profitable ways.
TPN
Sarah Cunningham,
Senior Managing
Director, Client Service
& Development
Cunningham leads TPN’s
Chicago office, as well as
strategic leadership and execution of the
agency’s marketing initiatives and Midwest growth efforts. She has almost two
decades of experience partnering with
global manufacturers and retailers, building strong agency-client partnerships, and
leading multi-disciplinary teams to deliver
innovative thinking and business impact.
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Tracy Faloon, Chief
of Client Integration
With more than 25 years
navigating the retail landscape, Faloon is responsible
for driving retail strategy
and collaboration across the agency. Her
global experience in retail marketing has
been instrumental in positioning TPN as an
innovator in today’s dynamic retail space.
Colleen Kelly, Vice
President, Planning and
Perspectives, New York
Kelly leads TPN’s New York
office planning and perspectives team and plays a key
role in developing shopper strategies and
insights for clients such as PepsiCo and The
Hershey Co. She has 15 years of experience
across a diverse range of categories, including CPG, higher education and retail.
Amy Lanzi, Managing
Director, New York
Lanzi leads TPN’s New York
office and the agency’s
Omnicom partner-agency
integration efforts. She is a
recognized leader for bringing a shopper
marketing strategic approach to global
agency models across a portfolio of brands
and multi-country campaign initiatives.
John Meyer, Managing
Director, Bentonville
Meyer leads TPN’s growing
Bentonville team and office.
A 12-year resident of the Bentonville area, he specializes in
Walmart and Sam’s Club business strategy
and retail activation for clients.
Christy O’Pella, Senior
Managing Director, Dallas
O’Pella leads TPN’s Dallas
offices and TPN’s internal
excellence development
program, TPNU, which
focuses on ensuring the development of
the agency’s next generation of talent and
leadership based around TPN’s core values.
With 25 years’ experience, she is a recognized expert in building CPG shopper marketing initiatives and consumer activations.
Cheryl Policastro, Vice
President, Planning and
Perspectives, New York
Policastro serves as TPN’s
planning team lead on the
agency’s Bank of America
account. She has more than 30 years in
brand management, shopper marketing
and analytics. She was a shopper marketing team leader at RB and spent 14 years at
Novartis Consumer Health.
Joe Scartz, Managing
Director, Digital
Commerce & Integration
Scartz is responsible for the
vision and implementation
of the agency’s technologies
and advancement around digital commerce
and digital marketing, including e-commerce
strategy, e-tailer management, channel mapping, digital/social/mobile media buying and
planning, and execution.
Nancy Shamberg,
Managing Director,
Shopper Marketing
Shamberg is responsible for
the agency’s shopper marketing practice and leads
TPN’s West Coast office. She is devoted to
ensuring that the agency and its clients
understand the trends and innovation that
are driving rapid change in our industry,
and the growing importance of shopper
marketing as critical to connecting with
shoppers upstream.
Cynthia Thayer, Senior
Vice President, Planning
and Perspectives, Chicago
Thayer leads TPN’s planning
and perspectives team for
the Midwest & West Coast.
She has been instrumental in the growth of
TPN’s proprietary intelligence engine and
data analytics tools dedicated to the study
of shopper mindsets and behaviors and
customer insights that power strategies and
innovative growth ideas for clients.
TRACYLOCKE
Michael Bartlett,
Managing Partner
As the PepsiCo business
leader, Bartlett works with
his team to deliver smart,
innovative thinking. He also
lends his leadership to Harman’s world-class
brands. From developing national ideas
that build brand equity to shopper-relevant
programs designed to drive sales, he makes
sure the agency’s Buy Design approach is
always at the core.
Hugh Boyle,
Chief Executive Officer
Boyle has a deep understanding of the importance
of digital technology across
all disciplines and channels.
He has been responsible for many highprofile integrated campaigns and has managed multi-million-dollar digital revenues
throughout EMEA, North America, Latin
America and Asia Pacific, across some 80+
regional offices.
Phil Camarota, Executive
Creative Director
Camarota’s passion for
creative problem-solving
goes across every discipline,
but he has a special affinity
for shopper marketing. He has used his
unique skillset to create shopper-centric
solutions for brands like Pepsi, Frito-Lay,
Gatorade, Samsung, Don Q and Hershey.
Mary Kotyuk,
Group Strategy Director,
Shopper Activation
With more than 13 years of
experience, Kotyuk has been
a pioneer in helping clients
and agencies understand the digital shopper marketing space. She is responsible for
leading a disciplined approach to digital
and retail activation planning, working
with key clients, in addition to growing the
agency’s retail capabilities.
Mike Lovegrove, President and Chief
Creative Officer
See profile on page 22
25
Becky Miller,
Group Planning Director
Miller is an expert on shopper and retailer trends:
skilled in the areas of shopper anthropology, behavior
analysis, brand and retail strategy, and
transforming insight into action. Throughout her career, she has worked side by side
with many of shopper marketing’s elite and
pioneers of the industry.
Tyler Murray,
Chief Strategy Officer
Murray has also been instrumental in creating proprietary research platforms
like the TL Empathy Lab and
path to purchase model. His academic approach and range of experience provide a
unique perspective on linking consumer
and shopper insights to create actionable
strategies that deliver highly effective campaigns.
Bill Natlo,
Group Account Director
Natlo, a shopper marketing
expert, currently oversees
the Heineken business at
TracyLocke.
Sandy Stein, Executive
Creative Director
Stein has experience as an
award-winning creative
leader on both the brand
and shopper side of the
industry, giving him a unique perspective
and clear vision for integrated success.
From PepsiCo and Pfizer to Dick’s Sporting
Goods, he has been instrumental in the
creation of many high-profile platforms,
campaigns and product launches.
Michelle Tisdale,
Director of Analytics
Tisdale is a dynamic, motivated, highly energetic
marketing professional with
experience in consumer/
shopper market research, product marketing, category management and sales. She
enjoys providing solutions for clients to
realize increases in sales and improve performance.
MOSAIC SHOPPER: JAMES FRASER, General Manager, North America
D
Photo by Diedra Woll
power of Acosta, makes the proposition extremely powerful,” Fraser
says. “The best way to describe what we have created is that Acosta
is the North American expert in getting products on the shelf, while
Mosaic is the North American expert at getting them off the shelf.”
Fraser claims another Mosaic differentiator: a methodology behind finding what the agency calls “Unsight.” The thinking behind
Unsight is that while the various research companies – Nielsen, IRI,
Mintel – provide excellent intelligence, they are universally used, so
everyone has the same knowledge.
“While insights strive to uncover the white space, the Unsight
strives to uncover the dark space,” Fraser says. “Those spots which
are in the shadow of the white space that traditional methodologies
just can’t reach. The simple rationale is that if all of your competition is finding the same white space, we would question if it is truly
white space at all. This led our agency to develop specific behavioral
methods for getting to what we call the Unsight.”
Unsight guided Fraser’s team to create a recent successful program
for Diageo called Whiskey Five, which was designed to categorize
whiskey according to flavor profiles – smoky, smooth, strong, sweet,
spicy – as opposed to the traditional method using whiskey types
such as bourbon, scotch and rye.
Fraser says if one thing is certain in today’s shopper marketing, it’s
that nothing is certain. “Clearly the most interesting part of our industry is that there are no longer any norms,” he says. “Marketing used to
be a simple proposition – buy some spots on the key networks at the
right time, get product to the store and you could be successful. We are
living in a world where neither media nor getting product on shelves
is absolutely mandatory. We are constantly learning more about this
omnichannel world and finding new ways of breaking through.”
ames Fraser says the short- and long-term future of the
shopper marketing agency industry is “content, content,
content.” The general manager of Mosaic Shopper North
America thinks that because shoppers have so much control
that a connection needs to be made with them in every phase of the
path to purchase. “Our industry is going to, in my opinion, be divided into two major camps,” Fraser says. “Camp one is all about the
creation of content; camp two is all about the distribution of content.”
Even traditional pieces of the mix, from packaging to promotion,
need to be thought of as content and methods of content distribution,
he says. “The era of brands talking to themselves is over,” Fraser says.
“Every CPG company and agency needs to develop ways to create
content that matters to specific audiences and, more importantly,
how to get it to the individuals that comprise the audience.”
With three partners in 2010, Fraser helped turn Hunter Straker
from a small packaging firm in Toronto to a powerhouse that Acosta
purchased in 2012. Hunter Straker had done fine work and held
long-term clients, he says, but it was small.
“When my partners and I came together we had a vision for a
different kind of shopper agency, one that would use package and
branding as the base,” Fraser says. “We took a real risk because there
really wasn’t anything like it in the marketplace, but it made sense.
With that, ‘Purchase Design’ was born. By the end of the second year,
we had doubled the sales of the company.”
Purchase Design – to drive purchase through consistent design
and design thinking across the shopper journey – is what drives
Mosaic Shopper, Fraser says, and differentiates it. Mosaic is a collection of agency services including: shopper, package/branding, experiential, content, digital services and retail. “This, combined with the
26
TWINOAKS
Brianne Brannan,
Vice President,
Client Leadership
Brannan has nearly 12 years’
experience in shopper
marketing supporting top
global brands across various categories
and retailers, including Elmer’s, Lavazza,
Treasury Wine Estates and P&G.
Cameron Clement,
Vice President, Executive
Creative Director
Clement has 25 years of
experience in shopper marketing, brand development
and product launch for leading brands and
CPG companies.
Steve DeVore, President
DeVore has spent almost
two decades on the agency
side with a majority of that
time in shopper. In 2011, he
partnered with Ken Barnett
to launch Twinoaks.
Tracie McKee,
Vice President,
Client Leadership
With a nearly 20-year
marketing career that has
spanned a variety of categories, McKee leads the agency’s Beiersdorf
business, overseeing shopper marketing
efforts for the Nivea, Aquaphor and Eucerin brands.
Jason Stewart,
Group Creative Director
With more than 10 years of
experience in shopper marketing, Stewart is an awardwinning creative director
who has led creative strategy and design
for some of the biggest brands and greatest clients.
Lisa White, Senior
Director, Client Services
White has more than 15
years of agency experience
working across many categories and retailers. No matter how big the client, budget or retailer,
there are unique shopper challenges that
keep her interested in this ever-changing
space of shopper marketing.
UPSHOT
Neil Helsper,
Senior Creative Director Helsper leads creative direction for ScottsMiracle-Gro
shopper marketing efforts. He understands the
complex path to purchase and thrives on
opportunities to integrate traditional and
innovative retail strategies that make an
impact.
Lisa Hurst,
Senior Vice President,
Account Management
Hurst spearheads Upshot’s
shopper marketing, bringing
expertise and thought leadership around shopper insights, strategies
and experiences. She currently leads shopper efforts on P&G, J&J, ScottsMiracle-Gro,
New Balance, Evolution Fresh and Tazo.
Lionel Knight, Senior
Vice President, Planning
Knight heads up Upshot’s
research and planning efforts, focusing on using innovative techniques to pinpoint insights that inspire programs and
ultimately shoppers. He is a member of the
Path to Purchase Institute’s Faculty.
Brian Kristofek, President & CEO
See profile on page 2
Kelly Gribben,
Vice President,
Creative Services
Specializing in retail design
and brand strategy, Gribben
leads creative direction for
shopper efforts on Nature Made, CocaCola, Kraft, J&J and P&G. She believes that
understanding shoppers’ behaviors and
emotions is key to creating shopper marketing that connects.
Brian Priest,
Senior Vice President,
Creative Services
With more than 25 years
of experience in branding,
retail design and consumer/
shopper marketing, Priest is able to develop seamless and dynamic engagement
through the entire path to purchase. He
creates orchestrated communications and
intuitive experiences that deliver on the
demands of today’s omnipresent shopper.
Brooke Stingelin,
Senior Account
Director
Stingelin manages shopper
marketing efforts for J&J and
P&G. She’s a client service
leader who ensures brands are shopperready, inside and outside the store. She is
well versed in building brand strategies
and creating innovative retail campaigns
that drive sales.
Mary Van De Walle,
Vice President, Planning Van De Walle believes the
secret to great shopper marketing lies in understanding
the omnipresent shopper’s
motivations, expectations and behaviors.
She’s currently helping build the Evolution
Fresh and Tazo brands along the digitally
enabled path to purchase.
©Copyright 2017. Path to Purchase Institute, Inc., Chicago, Illinois U.S.A. All rights reserved under both international and Pan-American copyright conventions. No reproduction of any part of
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