Download in ShOpper MarkeTingAgencies

As seen in
p2pi.org
in Shopper Marketing Agencies
Our “Who’s Who” series usually
identifies those individuals at
brands and retailers who lead
efforts in shopper marketing,
insights and merchandising.
This time we focus on shopper
marketing agencies – those
agencies that are serving their
brand and retail clients’ needs
in shopper marketing and
are including digital, insights
and the shopper in their mix.
Our first-ever list of agency
executives includes more than
170 names.
A
Acosta Marketing Group
Paul Ballew, VP of Strategic Planning
Ballew leads the Strategic
Planning team in developing insight-based
shopper solutions for
clients.
Lauren de Simone, SVP, Strategy
De Simone leads the
Strategy, Innovation and
Growth team for AMG.
Ramin Eivaz, President
Eivaz has experience at
major brands such as E&J
Gallo Winery, PepsiCo,
Wachovia and KimberlyClark.
Lili Mahlab, EVP, Sales, AMG Frontline
Mahlab leads AMG Frontline, a third-party in-store
program for supermarkets and supermarket
pharmacies. It works with
clients to maximize perimeter locations through
timing, product assortment and ancillary promotional support.
Mark Scott, EVP, Marketing Service
Operations
Scott has responsibility
for AMG’s Integrated
Marketing Services agency as well as Promo Depot (promotional marketing services), leading a
staff of 100+ representing all agency functions.
Alcone Marketing Group
Heather Eichele, SVP, Group Account
Director
Eichele is responsible for management and
leadership of multiple agency teams for
global technology and CPG clients. Alcone
developed a program to support increased
awareness of the many different uses of
WD-40, with a tie-in to the military that
helped raise $300,000 to support military
charities.
Bill Hahn, President & CEO
Hahn has spent his entire
career in the agency
world, practicing integrated marketing, activation,
and promotions at private
and publicly held agencies. His team lead the
summer 2011 Mike’s Hard
Lemonade Grown Up’s Lemonade Stand, part
of the program for Mike’s display and merchandising activity at retail.
Peter Viento, SVP, Chief Creative
Officer/East
Viento’s experience has
led him from G2 to
OgilvyAction to Saatchi
& Saatchi X and now to
Alcone. In the Global
Travel/Duty Free channel,
he led the creation of a
global campaign for
Smirnoff vodka that used new technology
to drive conversion at-shelf.
Arc Worldwide
Jim Carlton, EVP, Creative Director
Carlton has collaborated
with marketers including
McDonald’s Corp., Procter & Gamble and The
Coca-Cola Co. He has
won numerous creative
awards throughout his
career and is a member
of the American Institute of Graphic Arts.
Elizabeth Harris, SVP, Planning Director
Harris currently oversees
agency strategic planning for the MillerCoors
and Walgreens accounts.
She worked on Miller
High Life’s “Give a Veteran a Piece of the High
Life” and “Walk With
Walgreens.”
Lisa Hurwitz, EVP, Group Account
Director
Hurwitz leads Arc’s P&G
business, its largest shopper marketing relationship in North America,
with a focus on insights
and innovation. She leads
shopper marketing innovation for Arc and has
formed new practice areas such as e-commerce and social commerce within the
agency. She joined Arc and Leo Burnett in
2003 to run new business for the agency.
2
Nick Jones, EVP, Retail Practice Lead
Jones leads Arc’s
Retail and Shopper Marketing practice in support of clients like CocaCola, Comcast, Hallmark
and Nintendo, and supports intellectual property development, best
practices, innovation, and development and
training for Retail/Shopper. He has worked
for Upshot in Chicago, Draftfcb and Rivet.
He was part of Arc’s team effort on
Coca-Cola’s “Arctic Home” campaign.
Karuna Rawal, EVP, Retail Strategy
Director
Rawal leads strategy and insights for the
P&G Arc portfolio of brands and customer
teams. Karuna also serves as the Strategy
Leader for Farmhouse, Leo Burnett’s newly
formed Innovation and New Venture Center.
Masha Sajdeh, Chief Shopper
Strategist, SVP of Insights and Strategy
Sajdeh’s work is used to provide strategic
leadership across clients and shape the
agency’s strategy and capabilities. Prior to
her focus on retail, she worked in applying
shopper insights and strategy to brand consulting, experience design, database marketing, digital marketing and promotions.
She worked on Walgreens’ flu shot program, which had a goal of getting people
to take the shot. The 5 million flu shot goal
was met within five weeks.
B
BBDO Atlanta
Laura Davis-Taylor, SVP, Managing
Director – Shopwork
Big Red Rooster
Aaron Spiess, President, Co-CEO
Spiess has worked as a
retail experience consultant for more than 20
years, leading multidisciplinary creative teams for
global tier-one retailers
and consumer brands.
Dan Stanek, EVP
Stanek directs and manages the Columbus,
Ohio, office and leads the
strategy practice area for
the firm. He led an engagement to reinvent
the dairy department in
the grocery channel that
defined the shopping experience and
future potential for the department.
Blue Chip Marketing Worldwide
Lowell Cantor, Chief Operating Officer
Cantor leads Blue Chip’s
day-to-day operations
and has retail grocery
and shopper marketing
experience. He and his
team develop and implement shopper marketing
strategies for Blue Bunny
Ice Cream.
CatapultRPM
Peter Cloutier and Joe Robinson, Co-Presidents
Stanton Kawer, Chairman & CEO
Kawer started his career
at Blue Chip in 1998 and
immediately launched its
shopper marketing practice. Kawer started Blue
Chip’s Healthcare Division
in 1996 with the marketing of more than 1,100
clinical trials for pharmaceutical companies.
Bob Klein, Chief Strategy Officer
Sherri Rosenberg, VP, Media
Rosenberg oversees insights, media strategy and
execution. She uses secondary research to understand how shoppers differ
from consumers in terms
of at-shelf motivations,
and analyzes distinctions
among shoppers at different retailers for
greater insight into purchase drivers.
Jeff Skolnik, EVP & General Manager,
Retail Marketing
Skolnik has lead shopper
marketing strategy for a
broad range of CPG
companies, from Procter
& Gamble to smaller privately held manufacturers. He has built a team
with expertise in drug,
grocery, mass, dollar, home improvement,
office, military and e-commerce channels.
Sarah Van Heirseele, VP of Digital
The digital department
supports core practice
areas: retail (shopper
marketing), brand and
healthcare. Her focus
includes the management of account profitability, staffing and departmental growth, strategic development
for clients and new business development.
Photo by CatapultRPM
Although Catapult Marketing and RPM
Connect didn’t officially merge until late
May, Peter Cloutier and Joe Robinson,
now co-presidents of CatapultRPM, have
been working closely for a couple of years.
Partnerships with clients Kellogg Co. and
Mars Inc. have brought the two companies together on previous projects.
The merger of Catapult and RPM Connect – both Hyper Marketing Inc. subsidiaries – combines what Cloutier considers
the best from each agency: the brand advocacy and insights of Catapult, and the
bilities to old-school shopper marketing
tactics like coupons, FSIs, in-store events
and P-O-P. They are building around the
phrase “The Always On Shopper” – meaning that, with his or her smartphone, the
shopper can “shift into ‘buy’ mode in the
blink of an eye,” as Cloutier says.
Cloutier cites a Mars Petcare campaign,
for which both Catapult and RPM Connect worked to drive shoppers to scan QR
codes on packages of Pedigree dog food
at Walmart, resulting in a donation to local
pet shelters. “It was viewed by shoppers as
a very easy way to make their
shopping experience feel
The agency builds around the phrase
better, and Walmart loved it
“The Always On Shopper” – with her
because it helped to provide
smartphone, the shopper can shift into their shoppers with a unique
experience,” he says.
“buy” mode in the blink of an eye.
The new agency uses
insights tools like CatapultRPM Radar, for social media monitoring,
retailer intimacy of RPM Connect.
“The thing that RPM brings to the part- and CatapultRPM Shopper Lab, an online
nership is really retail expertise,” says group of 3,500 shoppers who act as a surRobinson, formerly president of RPM vey group for gauging shopper behaviors
Connect, which staffed offices near key and attitudes. A digital shopper marketretailer headquarters in such locations as ing study headed by Seth Diamond, exBentonville, Ark.; Pleasanton, Calif.; and ecutive vice president, insights, and Brian
Minneapolis. “It’s deep in terms of retailer Cohen, director of digital shopper marrelationships and broad in terms of mul- keting, is guiding the agency’s digital and
mobile campaign work.
tiple classes of trade.”
“We know very specifically by retailer
Cloutier, formerly president of Catapult,
says, “The way Catapult has approached and by channel and shopper mission
‘shopper’ broadly has been more from a whether she wants to create a virtual shoptop-down perspective, more from a brand- ping list or scan a QR code, or whether
centric view of how do I find ways to get my she’s going to be engaged at the retailer’s
website for a pre-shop, and we use that
brand activated at top customers?”
Cloutier and Robinson believe that the information to inform the work that we’re
new agency will add insights and ana- doing as opposed to just using the next
lytics as well as digital campaign capa- bright and shiny object,” Cloutier says.
3
C
D
G
CatapultRPM
Draftfcb
G2
Tom Brown, EVP, Sr. Group Director,
Retail Connect
Howard Klein, SVP, Director of
Customer Marketing
Tom Conti, President
Peter Cloutier, President
See profile on page 3
Jim Lucas, EVP, Global Retail Insights &
Strategy
Brian DeLong, VP, Shopper Marketing,
Creative Director
Seth Diamond, EVP, Insights
Diamond heads consumer research, shopper insights and analytics practices. His
team uses metrics and motivations about
the consumer and the shopper to inform
strategy and idea development.
Heidi Froseth, SVP, Account Director,
Minneapolis
Terry Mangano, EVP/Group Director
Mangano manages client shopper marketing teams with emphasis on companies in
startup mode for the shopper marketing
functions.
Joe Robinson, President
See profile on page 3
Jason Rogers, EVP, Digital
Circle One Marketing
Laura Mellor, Account Manager
Mark Szuchman, Partner
Colangelo
Susan Cocco, Executive Marketing
Director
Eric Greifenberger, Managing Director
Rose Maxfield, Director, Shopper
Marketing
Margie Parker, Group Account Director
Ted Parrack, Chief Strategic Director
Edward Wallon, Director, Retail Strategy
Collaborative Marketing Group
Inc.
Gary Friedlander, Partner
Friedlander, a co-founder
of the agency, leads a
number of account
teams and is responsible
for new business development and internal process innovation.
Tina Manikas, EVP, Global Retail & Promotions Officer See profile on page 5
Jonathan Dodd, Chief Strategy Officer
and Global Shopper Marketing Practice
Leader
Dodd has specific responsibility for G2’s
shopper marketing practice and is the client lead
for key multinational
clients.
Kim Hsieh, Director, Retail Strategy
Chris Miller, Chief Digital Officer
Nancy Leibig, Executive Director,
General Manager
Wendy Sokoluk, SVP, Group Account
Management
Laura Moser, Executive Director,
Retail Strategy
E
John Paulson, CEO, U.S.
Eric Mower & Associates
Virginia Bates, Partner/Director of
Promotion Planning
Bates leads the EMA
Brand Promotion team,
developing national, regional and account-specific promotions, from
shopper insight through
strategy development
and execution.
Dave Bulger, Senior Partner/Director,
EMA Insight
Bulger directs the agency’s insight, strategy
and planning group, identifying customer/
prospect attitudes, behaviors and perceptions.
Sandra Gingerich, Senior Partner,
Director of Client Service
Gingerich holds a dual role at EMA as senior
partner, as well as working with clients and
agency teams to develop and implement
strategic marketing programs.
Rob Neiler, Director of Creative Strategy
Neiler is a designer by
education and training,
and has spent his professional career as an art
director/creative director
at mid-sized agencies in
New York state.
Garrett Plepel, President
Plepel is responsible for overall agency
management, overseeing all company
finances, as well as managing one of its
key accounts, MillerCoors.
4
H
HMT Associates Inc.
Patti Conti, President/CEO
Conti’s roots in shopper
marketing developed
from past experience,
including 19 years at
McDonald’s Corp. She
also handled mainstream, multicultural and
account-specific programs for Bayer and Energizer, and helped
launch the new customer-marketing practices at Nabisco. Her team at HMT has
played a role in Kraft’s “Huddle to Fight
Hunger” program over the past two years.
Hyper Marketing Inc.
Paul Kramer, President & COO
I
The Integer Group
Reyna Alishio, EVP, Director of Account
Leadership
Alishio oversees
Integer’s Procter & Gamble, Johnson & Johnson
and Kellogg’s business
and she leads Integer’s
account leadership
department.
Ralph Alvarez, Group Account
Director, Velocidad
Alvarez says as “head
chef” he is constantly perfecting “la mescla” – working with clients to make
sure that the Velocidad
teams are grounded in
client business. Since
2002, Velocidad has
retained business in major metro Hispanic
areas of the U.S.
Will Clarke, Executive Creative Director
Clarke has created brand
promotions for clients
like 7-Eleven, FedEx
Office and McDonald’s.
Ellen Cook, President, Integer Dallas
Cook is responsible for
overall management,
strategic leadership and
top-level client relationships for Integer Dallas.
The 7-Eleven Zynga promotion was built around
social media and passion
for Zynga game play.
Lisa Deatherage, SVP, Network
Marketing
Deatherage leads marketing strategy, business
development, industry
relations and PR for a
client portfolio that includes Procter & Gamble,
MillerCoors, AT&T, Pella
Corp., Kellogg’s, Johnson
& Johnson, 7-Eleven, Bimbo Bakeries and
Michelin. Deatherage sits on the Board of
Directors of the PMA and serves as co-chair
of the Shopper Marketing Center of Excellence.
Marc Ducnuigeen, President of
International
Ducnuigeen currently
leads Integer’s international network and is
responsible for global
client growth. He is also
chief client officer for
Integer’s Procter & Gamble relationship globally.
Draftfcb
Tina Manikas, EVP, Global Retail & Promotions Officer
Draftfcb was not left behind when digital, mobile and social media became the
most important new terms in shopper
marketing. “There is not one campaign
that we’re doing that doesn’t have a
mobile component,” says Tina Manikas,
global retail and promotions officer. “The
shopping moment is happening sooner
and faster than ever.”
Manikas, who works out of Draftfcb’s
headquarters in Chicago, says mobile is
driving 20% of the participation in the
agency’s retail programs. “And I haven’t
just seen it in one category; I’ve seen it in
many, which kind of validates that people
hunger for knowledge, they hunger for
help to make decisions, they hunger for
inspiration.”
While Draftfcb is mindful of the data
generated for brands and retailers when
consumers use mobile to help them shop,
it also spends time and energy on making
sure that if a shopper shares her information, that sharing is rewarded with value.
“It’s phenomenal data because it’s in
the behavior moment, so it’s more relevant than what people say they do, it’s
what they really do,” Manikas says. “We’re
using [mobile] to drive repeat and frequency. It’s so precious. The more you’re
rewarding them and bringing them back
in, it’s better for the brand and it pays out
the initial investment.”
Manikas says there are 300 people
in the Chicago office alone focused on
Photo by Draftfcb
ing on socially, what people are doing in
terms of ‘Likes’,” Manikas says. “We’re trying to mine what we call ‘likester’ data.
When you find out what your shoppers
tend to like and other
things they like beyond
“The shopping moment is happening
the brands you work on
or you’re representing,
sooner and faster than ever.”
you tend to create more
healthy, more interesting
shopper marketing, and inside that group shopper programs”
are some who do nothing but focus on
Manikas is proud of the two consecumobile platforms. The same can be said tive Shopper Marketing Effies that Draftfor social media concentration, she says, fcb has won – especially this year’s award,
as some Draftfcb folks specialize in the which was for a United States Postal Sersocial, local and mobile (so-lo-mo) con- vice campaign – “competing against the
nection with shoppers.
[Procter & Gambles] of the world,” she
“We’re leveraging a lot of what’s go- says.
5
Craig Elston, SVP, Insight & Strategy
Elston oversees all strategic planning, media
planning, marketing research and analytics.
Elston’s background as a
market researcher and
agency account planner
comes from working on
the client side and in organizations both
large and small. For a global computer manufacturer, he led the European planning
team that set up and ran pan-regional
shopper promotions in 33 countries.
Frank Maher, COO/Group President
(Midwest)
Maher has been with
Integer since 2002 and
has worked on both the
client and agency side of
the business.
Morgan McAlenney, SVP, Digitail
McAlenney has been
with Integer for 13 years
and leads the group’s
Digitail practice.
Xan McNelly, EVP/Chief Integration &
Strategy Officer
McNelly leads a team of
more than 40 associates
representing all disciplines within the agency,
including digital strategy
and development, social
media/public relations
and insights and strategy.
Mike Sweeney, CEO
Sweeney’s client
experience includes
PepsiCo, MillerCoors,
Kellogg’s, and Johnson
& Johnson.
Elizabeth Fogerty, Vice President,
Insights and Planning
Fogerty is responsible for the management
of all data resources, research, insights and
concept development as well as all program analytics. She has more than 20 years
in marketing communications with experience across multiple disciplines.
Valerie Bernstein, VP, Client Services
Working with the brand teams and HQ
shopper marketing leads, she works on the
brand’s strategic approach for retail, combining that together with the planning and
customer team perspectives.
Sheila Hartnett, CEO, North America
See profile on page 7
Gail Kay, EVP
Ken Madden, EVP, Strategy and Analytics
Ron Magliocco, Global Business Director
Jill Griffin, President
Sara Riley, Senior Director
Allison Welker, EVP, Client Services
Welker has been with
Integrated for more than
10 years working in both
customer and client facing capacities for businesses including Unilever,
Reckitt Benckiser,
Schwan’s, Bacardi,
Post Foods, McCormick, SC Johnson and
GlaxoSmithKline. She was part of the development and execution of Dove and Walmart
Canada’s campaign based on Dove’s Self
Esteem program, which used insights, Facebook and Walmart.com to reach shoppers.
Interbrand Design Forum
Bill Chidley, SVP, Shopper Sciences
Chidley manages a multidisciplinary team that
collects and applies
shopper insights and
develops category
growth strategies. The
John Deere Dealership
campaign reworked how
shoppers would engage with the brand
and shop for the right equipment, and how
the dealers/retailers could add value to the
relationship throughout the shoppers’ path
to purchase.
Tom Custer, Executive Director,
Sales And Marketing
Kris Medford, Director of Shopper
Sciences
Medford works with clients to develop
insight-based strategic solutions for
retailer and manufacturer challenges.
J
Integrated Marketing Services
Steve Harding, Global CEO
JWT/OgilvyAction
Ken Featherston, EVP, Planning &
Strategy
Scott McCallum, President – Shopper
Marketing, North America
Orit Peleg, EVP, Shopper Marketing
Strategy
Peter Switzer, EVP, Client Services
Switzer partners with the Kimberly-Clark
Shopper Marketing Center of Excellence
for ongoing education and best practices
content.
K
Kinetic Worldwide
Sharon Hatch, Managing Director
David Krupp, EVP, Americas
Ann McGrath, Group Director,
Shopper2Buyer
David Payne, CEO, Americas
L
Launch Creative Marketing
Jeff Dryfhout, CEO
Kevin Keating, President
Keating has 20-plus years
of experience and oversees an agency that develops shopper marketing for national and regional brands, focusing
on brand strategy, package design, and digital
and promotional marketing.
Heather Magnussen, VP, Client
Development & Strategy
6
Lunchbox
Jay Mathew, SVP/General Manager
Mathew brings with him 20-plus years’ experience in the CPG industry in all facets of
the business, including brand management,
sales planning, shopper marketing and trade
marketing. He has worked for Unilever and
Beam Global.
Adam Roe, CEO
Kevin Weisberg, Chief Marketing Officer
Weisberg has spent the
last 15 years in the agency world. A recent project included Walmart
Soundcheck, a crosschannel marketing program created to increase
awareness and purchase
of both Unilever personal care products
and newly released music at Walmart.
M
Marketing Drive LLC
Todd Engels, General Manager,
Norwalk Office
Engels has more than 20
years of experience at
both major advertising
and promotion/shopper
marketing agencies.
Marketing Drive helped
Novartis “demystify”
shopping for Digestive
Health products by partnering with Walgreens to create a Digestive Health Solution
Center.
Michael Harris, President
Harris has spent 25 years in the agency
business, building promotional agencies
and working on brand programs such as
the Gillette Venus launch.
John Minnec, Chief Marketing Officer
Minnec made the rounds in advertising
in the U.S. and U.K., working in shopper
marketing in the 1980s on P&G while at
Leo Burnett. Marketing Drive partnered
with Walmart and the EPA to reach retail
customers through an education message
of sustainability – resulting in more than
100 million CFL light bulbs sold during
Walmart’s sustainability initiative.
Randi Moore, VP, Shopper Marketing
Moore’s work includes
identifing the needs of
both shoppers and retail
partners, starting with an
insight assessment on
through to demand driver analysis to fill in gaps.
She spent 20 years on the
client side for Reckitt Benckiser and PepsiCo.
JWT/OgilvyAction
Sheila Hartnett, Chief Executive Officer
Sheila Hartnett says she has learned to
think about subsequent generations of
shoppers and what is happening culturally
– from her days as a sales associate in the
Procter & Gamble paper products division
in the 1970s to CEO of JWT/OgilvyAction.
Like others of her generation, Hartnett is not assumed to be able to master
today’s personal technology – PCs and
smartphones and tablets. But Hartnett
says she recognizes that she needs to
know what those subsequent generations know as digital takes a bigger role in
shopper marketing.
Her children are “digital natives,” and
increasingly so are the people who work
for and with her. For instance, as she
guides her agency’s current project on
global sustainability with Unilever and
Walmart, the person she’s working most
closely with on a digital application is just
two years out of college.
“I’ve been initiated through my kids, so
now when I see really smart folks in their
20s who are true digital natives, I love to
pick their brain and I love to hire them,”
she says. “And I’m usually the one saying,
‘I don’t care whether they’ve got seven
years experience, they’re brilliant and
they’re really at the edge of things.’ ”
To promote a New Balance store opening in New York’s Manhattan borough,
OgilvyAction created a game that was
downloadable after scanning QR codes.
Announcements on Twitter and Facebook divulged the locations of digital
Photo by Steve Hockstein
into the store, and combined it with experiential and digital activation out-of-store
and in-store.”
Hartnett says she hasn’t forgotten
what she learned in her days with Revlon
in the 1980s, when she led a group that
“If you look at retail marketing ... it’s changing overnight
because of the marketers’ and retailers’ access to data.”
“batons” placed throughout New York
each day for a month; players could nab
the batons by coming within 100 feet of
them, but other players could locate baton holders and steal them if they got
close enough. Baton holders could visit
the new store and trade them for a pair
of shoes, and the person who collected
the most batons in the month won a solid
gold baton worth $20,000.
“New Balance has always been about
running,” Hartnett says. “We wanted to
go back to the heritage, and at the same
time show how futuristic and technologically savvy New Balance is. We worked on
an out-of-store campaign to drive people
7
changed the way Target sold cosmetics.
“Good shopper marketing is always
grounded in insights around what we
call the four truths – the brand, the shopper, the retailer and the moment, which
is really what’s happening culturally,” she
says.
“If you look at retail marketing, there
are so many things that haven’t changed
in 20-plus years, but now it’s changing
overnight because of the marketers’ and
retailers’ access to data. With the whole
data and technology revolution, the retailers have been ahead of the brands,
which is very different from any other
change I’ve seen.”
The Marketing Arm
Ines Henrich, Vice President
Mike Paley, SVP, Shopper Marketing
The Marketing Store Worldwide LP
Lindsay Bray Landsberg, SVP,
Business Strategy
Landsberg works with new business clients
in launching brand strategies around loyalty
and shopper marketing.
Ben DiSanti, Retail Evangelist and
Visionary
DiSanti works with the broader team to
define how the agency’s overall offering –
Shopper, Loyalty/CRM and Consumer/
Brand Dynamics – provides a differentiated
marketing solution for manufacturers and
retailers.
Ken Hicks, Managing Partner, Retail and
Shopper Marketing Practice
Hicks heads multidisciplinary teams in
the development of creative ideas and
campaigns.
Rob Pieper, SVP, Planning & Strategy
Pieper focuses on brand and product development, consumer and shopper insight,
loyalty, retail messaging and promotions
management.
Frenchie Guajardo, VP, Digital &
Shopper Marketing
Guajardo has worked on
both the agency and
corporate sides of the
business with Coca-Cola,
General Mills, Miller
Brewing, Ikea, P&G,
ConAgra, Kraft and Hershey’s. She leads MarketVision’s Hispanic shopper-marketing initiatives from strategy to execution.
MARS Advertising Inc.
Ken Barnett, CEO
See profile on page 9
Jake Berry, SVP, Continual Improvement
Berry has served as senior client service representative for key clients,
including Abbott Nutrition, Sara Lee, Chattem
and the Florida Department of Citrus.
Ann Carr, EVP, Client Service
Carr spent 20 years with
General Mills working on
promotion and customer
marketing programs.
MarketingLab
Rich Butwinick, President
Butwinick has more than
20 years of experience in
marketing and promotions. For Land O’ Lakes,
MarketingLab leveraged
the strong brand equity
to increase deli cheese
sales and top-of-mind
awareness.
Keri Fuqua, VP, Account Director
John Tieszen, VP, Managing Director
Tieszen leads the Land O’ Lakes retail dairy
foods team and serve on MarketingLab’s
management team. He spent six years on
the client side working in marketing for
General Mills and Pillsbury.
Tim Scholler, SVP Innovation
Dan Streety, Executive Creative Director
Streety joined Mars with
more than 20 years’
experience as a designer
and art director on the
agency side, having
worked at Saatchi &
Saatchi X, where he led
the Procter & Gamble
Walmart/Sam’s Club Global Customer Team.
Mary Tarczynski, SVP/General
Manager, MARS Oakland
Tarczynski provides leadership of the cross functional teams serving the
Clorox, Coca-Cola and
Diamond Foods accounts, mentorship for
the team that supports
Safeway, and service on
the MARS Senior Leadership team.
Mass Hispanic
Sue Golden, SVP, Client Service
Golden has led in the
development and structuring of the MARS
Channel team.
Sandra Contreras, Director, Business
Development
Maria Madruga, CEO, Co-Founder
Richard Velez, Director, Strategic Services
Mercury Mambo
Becky Arreaga, President
Fern Grant, SVP, Strategic Planning
Grant is responsible for
developing strategic solutions and innovative
shopper marketing program strategies.
Marketvision
Bonnie Garcia, CEO
Garcia has directed corporate Hispanic marketing and field marketing for Coca-Cola
USA and Stroh’s Brewery. During her tenure,
she implemented innovative consumer programs targeting Hispanic, African American
and youth segments.
Rob Rivenburgh, Chief Operating Officer
Rivenburgh has more
than 25 years of experience in the field of consumer marketing including time spent on both
the corporate client and
agency sides.
Steve Nottingham, SVP, Client Service
Nottingham currently
leads the Walmart business across the MARS
network.
8
Liz Arreaga, Partner
Lynn Currie, Partner
Momentum Worldwide
Patty Chandler, Director, Business
Leadership, Shopper Strategy and
Research
Chandler focuses on
developing customized,
strategic solutions for
brand engagement with
shoppers throughout the
purchase journey.
Elena Klau, VP, Research, Measurement
and Analytics
Klau handles primary
shopper research projects conducted by Momentum. Her team has
built a proprietary segmentation methodology
that combines both
shopper and consumer
segmentations. Prior to joining Momentum, Klau was a director of new business at
Kaleidoscope Sports and Entertainment, a
unit of the Interpublic Group.
Joe Lampertius, SVP, Shopper Marketing
Center of Excellence
Lampertius has built his
team around shopper
research and segmentation, insights development and strategy, and
has built a measurement
and analytics discipline
that spans consumer,
shopper, event, experiential and sports marketing to develop trackable metrics and ROI.
Yvette Lim-Pagnoux, VP, Director,
Shopper Strategy
Lim-Pagnoux leads shopper strategy development, supporting brand
teams in New York,
Atlanta, St. Louis and
Chicago. She is originally
from Singapore, where
she headed the strategy
department at Euro RSCG, served as the
shopper marketing specialist on the AsiaPacific Strategic Council and led the region’s
shopper practice.
Donnalyn Smith, EVP, Regional Director,
North America
Moosylvania
Norty Cohen, CEO & Founder
Nick Foppe, Chief Operations Officer
Erin Steinbruegge, Chief Digital Officer
nSight Connect
Charley Ciresi, Managing Director
Alicia Smestad, President
Smestad leads shopper marketing, digital
and integrated promotion. She directs client
business with retail-specific approaches and
objectives. Her client experience includes
Hormel Foods, Pepperidge Farm, Energizer,
Unilever, Nutrisystem, Campbells and Land
O’ Lakes.
Kristi Zabowski, Managing Director
MARS Advertising
Ken Barnett, Chief Executive Officer
Ken Barnett says even when
he goes shopping, he is thinking about shopper marketing.
“I cannot go into any store and
spend less than an hour walking
around, picking up products,
looking at categories and snapping a few pictures,” he says.
Barnett joined MARS Advertising when it was a small family business 35 years ago and
worked his way through the
ranks. As chief executive officer
today, Barnett works with chief
operating officer Rob Rivenburgh, chief administrative officer Mark Jacobs, chief creative
officer Jeff Stocker and chief
operating officer-Europe Darren
Keen, while also overseeing several of the agency’s accounts.
Barnett says MARS works to
develop communications that
are relevant to a shopper’s current mindset. “The magic is
integrating the brand positioning with a unique shopper selling proposition for any retailer,”
he says, stressing that it’s not a
store-only proposition. “We believe the shopper marketing mission is
pre-shop, shop and post-shop. This is far
more than an in-aisle or at-shelf proposition.”
Barnett says that MARS customizes
a brand’s program for a retailer with a
Photo by Carlson Productions LLC
a deep insights team and work hard to
make sure the unique shopper insight is
solid. It drives everything we do going
forward.” It’s important to note that shopper marketing campaigns vary, he says.
“Some are strategic and some are driven
“The magic is integrating the brand positioning with a
unique shopper selling proposition for any retailer.”
brand-centric message that is tailored
for an individual retailer or segment. Understanding the power retailers have today is crucial, he says, and retailers must
be presented with solutions that speak
individually to their brand and their customer segments to grow platforms. He
says MARS works on strategy and analysis that are unique per retailer. “There is
much debate about what strategy shopper marketing should deliver against the
retailer, the brand or the shopper, and the
answer is simple: It’s the strategy that intersects them all.”
Barnett says insights drive strategy, and
too often the process to drive insights is
over-engineered, Barnett says. “We have
9
to address a short-term sales need. Let’s
not over-engineer that objective. Sometimes it’s that simple for the brand.”
The other element of a successful campaign, he believes, is retail collaboration.
Without it, a program will suffer. “There’s
no reason to spend money and time developing something that will never execute.”
Over the years, Barnett has seen many
changes in how MARS’ clients are handling their work. Most notably, most
senior management’s commitment to
shopper marketing exists more broadly
than before. “Shopper marketing is well
thought of and in the discussion with all
clients – it’s a huge movement.”
R
Ryan Partnership
Kim Finnerty, VP, Ryan Insights
Mike Marrinan, VP
Mary Perry, President, Ryan Partnership
S
Saatchi & Saatchi X
Charlie Anderson, CEO, North America
Anderson’s agency has
long-standing partnerships with the globe’s
largest brands, including
Procter & Gamble,
Diageo, Wendy’s, Kroger
and Walmart.
Dr. Christopher Gray, VP, Shopper
Psychology
Gray is a shopper-behavior expert specializing in
cognitive-behavioral
theory and practice.
Kevin Shelhamer, SVP & Managing
Director, Chicago
Shelhamer is responsible
for all Chicago-led client
engagements and oversees all core functions
based in the Chicago
office including account
leadership, insights, planning, creative, project
management and production.
Doug Van Andel, Executive Creative
Director
Van Andel’s credentials
include digital, experiential, promotions and traditional disciplines. He has
more than 25 years of experience, much of that
with Saatchi & Saatchi LA.
The Store (WPP)
Gwen Morrison, CEO, The Americas and
Australasia
David Roth, CEO, EMEA and Asia
T
TPN
Dina Howell, Worldwide CEO
Howell’s team delivers
insights, strategy and
retail execution to global
clients. She served at
P&G as vice president,
global media and brand
operations.
Tyler Murray, Global Digital Practice
Lead
Murray leads the innovation and digital strategies
team. It developed an
in-aisle touchscreen allowing shoppers to explore items online, determine which is right for
them, and even purchase
if out of stock on the store shelf. It also developed an e-commerce “buy” button on
Facebook.
Julie Quick, North America Planning and
Insights Leader
Quick leads the agency’s
North America Planning
practice. Her team
worked with clients on
insights for food, drug,
mass and club retailers
and how shoppers
respond in different
environments.
Manolo Almagro, VP, Digital Shopper
Marketing
Sarah Cunningham, SVP, Account
Service
Cunningham leads multiple client teams. Her
team worked with Jockey International to reach
a new consumer and
developed a new product line for Target. The
exclusive men’s line, JKY
by Jockey, launches at Target this summer
with a marketing plan that reminds Target
shoppers that “it’s time to change your underwear.”
Rich Feitler, President
Feitler oversees all aspects of agency operations. He has worked on brand-building
programs for PepsiCo, Walmart, Bank of
America, 7-Eleven, The Hershey Co., Staples,
Anheuser-Busch and General Mills. A consumer campaign concentrated on creating
relevance for Clorox Liquid Bleach with a
new generation of shoppers, with a strategy hinged on “interrupting” her at critical
points along her path to purchase.
10
Sharon Love, CEO
Love is actively involved
with the work TPN creates with clients, including 7-Eleven, Bank of
America, PepsiCo and
The Hershey Co. Over the
past 20-plus years, she
helped TPN grow from
an agency of 20 to 250.
Carolyn Madigan, VP, Brand
Development
Al Wittemen, CMO
Wittemen’s experience
includes integrated marketing for Acosta and
managing director at
TracyLocke. Wittemen’s
team used research on
how shoppers buy
hypoallergenic products
for a client’s campaign in the facial tissue
category.
TracyLocke
Dino de Leon, Executive Creative Director
De Leon leads creative in
the Dallas office, managing a team of 49 employees, and has held senior
positions at a mix of advertising, promotional
and shopper agencies in
Dallas, St. Louis and
Westport, Conn.
Beth Ann Kaminkow, President & CEO
Michael Lovegrove, Chief Creative
Officer
Lovegrove leads more
than 60 multidisciplined
people in the agency’s
creative department. TracyLocke won a Silver Effie
Award for the “Find Your
Fit” program it created for
Gatorade and Walgreens.
Jim Sexton, Chief Marketing Officer
Maria Zanghetti, Client Services
Director, Partner
Trisect
Mary Van De Walle, VP, Strategic
Planning
Van De Walle currently
leads strategic development for P&G’s beauty
and household needs
brands and Johnson &
Johnson’s OTC brands.
Most recently she led
strategic insight development for executing Head & Shoulders’ partnership with the NFL and MLB from a shopper’s perspective.
Y
Steve DeVore, SVP/General Manager
V
U
Visual Latina LLC
Valentina Tudose, Regional Retail
Communications Director, Asia
Upshot Inc.
Guadalupe Cano, Owner
Lisa Hurst, VP, Account Management,
Shopper Practice Lead
Hurst joined Upshot in
2004 and currently leads
the agency’s shopper
marketing practice along
with oversight on the
P&G, Johnson & Johnson
and New Balance businesses.
Alejandra Denda, VP, Strategy and
Business Development
Denda heads strategic
planning and business
development for current
and new clients. She has
18 years of experience
creating global and multicultural branding and
shopper marketing programs for media, retail and CPG brands such
as Clorox, Colgate, Walmart, Target,
Telemundo and MTV Networks.
Dick Thomas, Founder & CEO
Thomas’ career spans
time with brand marketers and direct marketers,
and he has worked at
agencies Frankel and Arc
Worldwide.
Twin Oaks Integrated Marketing
Tony Adamich, VP, Partner Programs
Brian Kristofek, President & CEO
Kristofek was named CEO
in early 2007 and spent
the previous seven years
as Upshot’s president. He
currently focuses on Upshot’s consumer, shopper
and business-to-business
marketing practices.
Brian Priest, SVP, Creative Services,
Creative Shopper Practice Lead
Priest is the creative lead
for Upshot’s shopper
marketing practice. In his
11 years at Upshot, Priest
has used a shopper behavior-based approach
with marketing, brand
building and retail design. Current clients include P&G, Johnson &
Johnson, New Balance and Corona.
Young & Rubicam
Rodger DiPasca, Global Retail
Communications Director
DiPasca is responsible for
building Y&R’s worldwide
shopper marketing business.
Beth Warren, Regional Retail
Communications Director,
Latin America
W
WD Partners
Michelle Fenstermaker, Executive
Director, Insights
Fenstermaker leads a
team of consumer researchers who develop,
implement, and analyze
primary information for
branding, positioning,
new product, retail, and
service innovations for
WD’s global retail clients. She heads WD’s
research project, Grocery’s Next Generation,
leading the research team that sought to
explore how Millennials shop in grocery
stores and what they expect out of that
experience.
Z
Zooka Creative
Steve Decker, President
Decker leads Zooka’s
strategy, creative and
production teams, and
has primary responsibility for creating strategies
that combine traditional
in-store promotions and
P-O-P displays, with the
interactive advantages of web, social and
mobile technologies.
© Copyright 2012. Path to Purchase Institute, Inc., Skokie, Illinois U.S.A. All rights reserved under both international and
Pan-American copyright conventions. No reproduction of any part of this material may be made without the prior written
consent of the copyright holder. Any copyright infringement will be prosecuted to the fullest extent of the law.
11