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As seen in IN SHOPPER MARKETING AGENCIES Our fourth annual report honors more than 200 agency executives for their outstanding work in helping brand and retailer clients achieve success while pushing the discipline of shopper marketing to new heights. NSIGHT CONNECT: ALICIA SMESTAD, President MEET “LISH” JUST FOR FUN Where did you grow up? In the “Quad Cities,” on the border of Iowa and Illinois. What’s your favorite TV show? “Orange is the New Black.” Who’s your favorite author? Stephen King. What were your favorite activities? Reading, sports and the outdoors. What do you want to be doing in 20 years? Reading. What did you want to be when you grew up? A veterinarian. Who are your favorite musical artists? Foo Fighters, Ray Charles and Styx. What websites do you visit most often? “All Recipes” and “Pinterest.” What stands out most about your childhood? Family – we lived for gettogethers with our cousins, aunts and uncles. What are your favorite outdoors activities? Being in or on the water in the summer, and on the ice or snow in the winter. What would you change if you could? Less fighting with my siblings – we were very competitive during our teenage years. What’s your dream travel destination? Any warm sandy beach with great drinks and no people or sharks. What about you might surprise people? I secretly mix romance novels into my book selections. What historical period interests you most? The Viking age. “Lish is by far the expert in our company, and as far as I know, the expert in the industry when it comes to data-driven digital at retail.” Photos by Chris Bohnhoff Joe Robinson, President, Catapult (Catapult and Nsight Connect both operate under the Epsilon umbrella) 2 n Jim Carlton, A ANTHEM THE CONSUMMATE PRO What trade publications do you read? Ad Age, Brandweek, Digiday, Mobile Marketing Association content, Shopper Marketing. What is your primary skillset? Problem-solving. When did you first hear the term “shopper marketing?” Before my hair was gray. How do you define it? Driving measureable shopper behaviors that impact brand equity and business return. What about it keeps you up at night? The gulf between brand dreams and consumer behaviors. What retailer apps do you use regularly? Cartwheel, Walmart, Costco, Amazon. What shopping apps do you use regularly? Grocery IQ. Are beacons on your radar? Only to provide actual help for shoppers vs. interrupting their goals. In what areas do your CPG clients need the most help? Embracing constant change and opportunity to optimize the business. What about your retailer clients? Building ownable and differentiating strategies. What motivates you most in your present role? Innovation and learning. Where do you turn for daily creative inspiration? My children. What’s your vision of retail in the next 5-10 years? Shopper-defined categories – blowing up the experience set in the 1950s. And shopper marketing in 5-10 years? Personalization and solution-based relevance – that will be the ante for any “marcom.” n Otto Hektor, VicePresident, 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. n Katie Neil, Vice President, Account Management With 20-plus years of marketing experience for leading consumer product companies, retailers and agencies, Neil is the practice lead for Anthem’s shopper marketing capability and leads Anthem’s Atlanta and Chicago offices. ARC WORLDWIDE n Lilia Arroyo-Flores, Senior Vice President, Planning Director Arroyo-Flores leads strategy and insights on the P&G business for more than 20 brands and customer teams. n Brad Black, Senior Vice President, Global Account Director and Business Development Lead With more than 20 years of experience spanning brand marketing, general advertising, digital, social, shopper, retail, e-commerce and events, Black delivers award-winning work on Coca-Cola, Alcon and General Motors. n April Carlisle, Senior Vice President, Global Shopper Marketing An adjunct professor for Northwestern University’s IMC (integrated marketing communication) graduate program, Carlisle helps build shopper marketing capabilities for global clients such as P&G, Coca-Cola and 3M. 3 Executive Vice President, Managing Creative Director Having worked with P&G, Intel, McDonald’s, Sprint, Alcon, MillerCoors and CocaCola, Carlton has led Arc to more than 20 Effies, REGGIEs, OMAs, Pro and DOT awards in the last year. n Chris Emery, Senior Vice President, Account Director Emery is the overall business lead for MillerCoors, with 18 years of experience in marketing. n Elizabeth Harris, Executive Vice President, Strategy Director Harris leads insights and strategy for brands such as MillerCoors, Intel, Alcon and Kraft. n Nick Jones, Executive Vice President, Innovation & Growth See profile on page 12. n David Kuhn, Senior Vice President, Research Director Kuhn works with a variety of client teams to find quantitative insights that help drive strategy and creative solutions. n Bob Raidt, Global President, Arc Raidt is the newly appointed global president of Arc. He led Leo Burnett’s McDonald’s global account during McDonald’s unprecedented global growth from 2004 to 2012 and is a passionate and effective champion of creativity as a business solution for shopper marketing. n Karuna Rawal, Executive Vice President, Business Director, P&G Rawal boasts 20 years of experience in brand management, strategy consulting, planning and business leading. n Bob B 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. BARD ADVERTISING n Barb Stabno, Founder and President Stabno brings more than 25 years of experience developing strategic marketing programs with Fortune 500 companies for both retailers and manufacturers. She oversees client engagement and strategy at Bard. n Jamie Olson, Vice President, Shopper Marketing Olson is a seasoned shopper marketer who leads the practice at Blue Chip. She works regularly with the agency’s brand clients who are new to shopper marketing and helps them understand the industry and best practices. n Lee Ann Villella, Vice President, Marketing & Business Development Villella’s focus includes digital media, social media and coupon marketing with more than 18 years of experience leading client strategy. n Jeff Skolnik, Executive Vice President & General Manager, Blue Chip Retail Marketing Skolnik brings 20 years of analytics and creative experience to retail and shopper marketing work for retail clients across more than 35 product categories. BLUE CHIP MARKETING WORLDWIDE n Elizabeth Bleser, Director of Digital Strategy Bleser oversees digital strategy for shopper marketing for P&G’s food channel as well as B&G Foods, Celestial Seasonings and Helen of Troy. Cantor, Chief Operating Officer Cantor has 25 years of shopper and grocery experience and oversees operations, human resources, finance and media. n Pat Taflinger, Vice President of Media Taflinger oversees the traditional offline and online buying and planning for all clients. n Lowell n Sarah Van Heirseele, Vice President of Digital Van Heirseele and her team are responsible for developing and executing digital shopper marketing campaigns for clients such as P&G, Ricola, Bomb Pop, Fisher Nuts, B&G Foods and Blue Bunny. n Greg Grucel, Associate Creative Director Grucel leads the retail creative team on work for P&G. n Stanton Kawer, Chairman and 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. n Tom Brown, Executive Vice President, Senior Group Director Brown co-leads the Minneapolis office and manages top client engagements. n Scott Caldwell, Senior Vive President A 15-year industry veteran, Caldwell leads the Walmart & Sam’s Club Retail Connect team in Bentonville, leading shopper activities for clients. n Tony Ciresi, Senior Vice President, Account Director Ciresi brings more than 12 years of shopper and integrated marketing experience on both the client and agency sides with a proven track record of driving results across all shopper and consumer touchpoints. n Brian DeLong, Vice President, Shopper Experience A self-admitted insights geek, DeLong leads Catapult’s shopper experience discipline and is a key shopper marketing strategy driver. n Matt DePratter, Vice President, Digital Shopper Marketing DePratter is an invaluable member of Catapult’s digital team who provides insight into understanding and leveraging the technology available to both shoppers and marketers, helping clients find the right tactics for the right message and timing. n David C CATAPULT n Steve Abdo, Senior Vice President, Kroger Team Lead With more than 20 years of experience in sales and marketing, Abdo leads Catapult’s Kroger capability for clients. 4 Fiore, Executive Vice President, Creative Director Fiore is an award-winning creative director with 20-plus years of creative ideation and development experience bringing fully integrated programs to life for some of America’s largest brands. n Heidi Froseth, Executive Vice President, Retail, Shopper Marketing Leader Froseth is the leader of Catapult’s award-winning shopper marketing division and manages the agency’s customer-expert teams, with offices in all the top mass/grocery headquarter locations. n Jennifer Gioffre, Executive Vice President, Group Director Gioffre has more than 20 years of experience in marketing, on both the client and agency sides. n Joe Robinson, President Robinson is responsible for managing clients and more than 300 employees in 13 locations and spanning disciplines including promotion activation, shopper marketing, digital marketing, Hispanic marketing and data-driven marketing. COLANGELO SYNERGY MARKETING n Edward Wallon, Executive Director, Commercial Strategy Wallon applies marketing, trade and sales experience along with consumer and shopper insights to brand and business planning for several key agency clients including Diageo and Church & Dwight. n Margaret Parker, Managing Director Parker is responsible for the performance and overall client/agency health for assigned Diageo brands including Smirnoff, Captain Morgan, Johnnie Walker, Tanqueray, Crown Royal, Ketel One and Sterling Vineyards. Vice President, Strategic Planning Lu leads strategy and insights development as well as market research initiatives, spearheading a wide range of strategic initiatives from consumer- and retail-insights research, brand positioning and identity development to planning innovative promotional solutions. n Gary Friedlander, Chief Marketing Officer Friedlander, with more than 20 years of experience, leads the agency’s shopper marketing practice, manages several key accounts and drives CMG’s new-business efforts. n Kristina Mangus, Vice President, Account Director Mangus is a results-oriented marketing pro with more than 12 years of experience in shopper marketing, consumer promotions, branding, integrated planning and execution. n Garrett Plepel, President With more than 25 years of brand management, partnership and shopper marketing experience, Plepel is responsible for the overall strategic direction and financial management of CMG, as well as leadership of key agency CPG accounts. n 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 EastWest’s retailfocused discipline. CURB CROWSER n Dean Forbes, CEO With more than 25 years of experience, Forbes is an entrepreneurial spirit who is passionate about revolutionizing the shopping experience to inspire people to buy. Brand Activation & Shopper Marketing Dillon is an innovative leader who establishes new directions to reach wide audiences and maximize initiative impact. Director 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 meet clients’ objectives. n Joyce Lu, COLLABORATIVE MARKETING GROUP n Michael Dillon, Executive Director, n Alyse Kramarow, Group Account EASTWEST MARKETING GROUP n Lou Ramery, CEO Ramery leads the agency in guiding clients to develop meaningful brand connections that maximize customer value. n Shandra Zurn, Vice President Zurn works with clients to transform their strategies into powerful creative that motivates action at retail. D DIRECTOHISPANIC n Nery Vazquez, Chief Operating Officer Vazquez is a national leader in developing and executing creative shopper marketing solutions for marketers to engage Hispanic consumers. E EPSILON-RYAN n Janet Barker-Evans, Senior Vice President, Creative Director Barker-Evans is passionate about using creativity to solve clients’ business problems. She leads creative for EpsilonRyan Chicago and is an adjunct professor at DePaul University. n Jess Branson, Senior Vice President Branson has been with Epsilon-Ryan for four years, working with various clients including Nestle, Philips, Organic Valley and others. 5 TRACYLOCKE: HUGH BOYLE, Chief Executive Officer ‘WAR’ HERO A LITTLE BIT COUNTRY What was your favorite activity? I’ve played in bands from the age of about 11. What’s your favorite movie? “Trainspotting.” I’m a huge Irving Welsh fan. Where did you grow up? Coventry, a city in the very middle of the UK. What’s your favorite TV show? “The Sopranos” was a work of genius, and I like a relatively new show from the UK called “Peaky Blinders,” which is set in the area where I grew up. What did you want to be when you grew up? Something in the performing arts. Who’s your favorite actor or actress? The late James Gandolfini, Daniel Day Lewis and Ray Winstone. Who are your favorite authors? Welsh and the late Iain Banks, and my latest discovery, Jess Walter. What stands out most about your childhood? Getting into trouble and laughing a lot with my best friend and bandmate, now an editor for the BBC. What’s your favorite news outlet? No question, the BBC. What’s your favorite kind of music? I have grown into a huge country fan and actually play in a country band called The Hawks when I’m back in the UK. What would you change about it if you could? For our punk band, Spoils of War, to have been signed by a major record label. What’s your dream travel destination? India – but the real India, not a five-star hotel on the beach in Goa. “From the minute Hugh became CEO (in November 2014), he’s been a surge of inspiration and positive energy that has permeated throughout our entire company.” What about you might people be surprised to learn? The country music thing can turn a few heads. Photos by Rex Curry Mike Lovegrove, President & Chief Creative Officer, TracyLocke 6 n Darryl DIGITALLY DRIVEN What is your primary skillset? As a career-long digital practitioner, this has to be top of the list. When did you first hear the term “shopper marketing?” In the months before we launched OgilvyAction, when we really started to use the term as a key pillar of the agency’s offering. How do you define it? Any marketing stimuli developed from brand, shopper and retail insights that is conceived, designed and executed to simultaneously enhance brand equity, trips, incremental consumption and profitable category growth. What about it keeps you up at night? A great deal, I’m afraid. Explain. It is my firm belief that the next five years will passage the shopper marketing industry to a place that too few in the industry have yet to comprehend. The generational influence and changing shopper behaviors of the next wave of shoppers will be beyond dramatic.This generation will seek an unprecedented level of creative execution, engagement and relevance in their brands’ and retailers’ shopper marketing. The era ahead offers the opportunity to be part of something massive and I get very frustrated at the rather pedestrian pace at which this industry seems to move. Will you get an Apple watch? Yes, of course. In what areas do your CPG clients need the most help? E-commerce. What about your retailer clients? Face-to-face customer service is more central to retailer reputation than at any time before. Describe shopper marketing in 5-10 years? The keys to the cookie jar will remain our deep retailer understanding, insights and relationships, but we’ll have a whole lot more in the jar. Daoust, Group Director Daoust leads the digital shopper marketing center of excellence for Epsilon-Ryan. His crossfunctional team focuses on the use of digital communications throughout the path to purchase to engage shoppers, build brand affinity and drive incremental sales for the agency’s clients. n Lori Murphy, Senior Vice President Murphy has spent her career helping clients navigate the constantly changing integrated marketing landscape and understand how a big idea can simultaneously build a brand, drive business for a retailer and motivate shoppers. n 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. n Kim Finnerty, Senior Vice President, Consumer & Shopper Insights Finnerty leads EpsilonRyan’s insights function and brings more than 20 years of experience in brand consulting, account planning and shopper insights. n Greg Gage, Account Director Gage leads datadriven, insights-based digital shopper omnichannel strategy, innovation, analytics and education for clients. n Burr Gavin, Senior Vice President, Strategy and Brand Planning Gavin has worked to uncover the human truths necessary to drive powerful integrated communication and advertising strategies for more than 20 years. n Tanya Greene, Vice President, Group Director Greene has been in the shopper marketing arena for more than 15 years, working for companies such as P&G, Coca-Cola and now Epsilon. n Tim Moore, Group Creative Director Moore leads his team to breakthrough creative ideas that change behavior and build business for his clients. 7 F FAME n Lynne Robertson, President and CEO Robertson has enjoyed a 20-year marketing career choreographing brand experiences that consumers love to love. FCB/RED n Suzanna Bierwirth, Senior Vice President, Creative Director Bierwirth manages, mentors and nurtures talented creative people and delivers memorable, bestin-class consumer and shopper experiences both on and offline. n Teddy Brown, Executive Vice President, Group Creative Director Brown leads all creative teams across clients and ensures all creative solutions break through barriers and influence behavior change. n Michelle Derderian, Senior Vice President, 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. n Howard Klein, Senior Vice President, Group Management Director Klein’s client experience covers more than two decades of award-winning efforts. n Pradeep Kumar, Senior Vice President, Director of Strategic Analytics Kumar’s specialties include predictive analytics, datadriven marketing strategy, consumer behavior and choice analytics. n Tina Manikas, President A renowned leader in the world of shopper marketing and integrated marketing, Manikas is an awardwinning 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. n Curt Munk, Senior Vice President, Group Planning Director See profile on page 16. G GALILEO GLOBAL BRANDING GROUP n Simon Mark Haddad, Director, Shopper Marketing Haddad is responsible for leading the digital team and fully establishing the shopper marketing practice for Daymon Worldwide’s Galileo Global Branding Group. n Alexander McLean, n Gail Kay, General n Janet Oak, Head of n Susan Senior Manager, Digital Shopper Marketing McLean has more than 15 years of digital experience developing fully integrated digital programs for brands including Unilever (Hellmann’s and Degree), Nestle Waters, Energizer Personal Care, MasterCard and Amica Insurance. Global Advisory & Custom Shopper Insights Oak turns shopper insights into action for competitive advantage in order to drive both top- and bottom-line business growth for clients. n Carol Reindel, Vice President Reindel’s responsibilities include leading strategic initiatives on accounts such as 7-Eleven, H-E-B and Topco membership accounts, as well as leading the marketing team in corporate new business development and thought leadership. GEOMETRY GLOBAL n Carl Hartman, NA Chief Executive Officer Hartman is the CEO of Geometry Global as well as the WPP team leader for Kimberly-Clark. He chairs the team leader shopper marketing task force and sits on the digital task force in addition to sitting on the WPP data alliance steering committee. n Bruce Henderson, NA Chief Creative Officer Henderson provides creative vision and oversight for Geometry Global offices in New York, Chicago, San Francisco, Toronto, Montreal and Akron, Ohio. 8 Manager, Akron Kay uses all she’s learned from more than 26 years in brand activation, encompassing stints in media, account service and agency management, to help clients build brand equity, engagement and drive toward conversion at every point along the path to purchase. Ladd, Vice President, Group Account Director, Nestle n Scott McCallum, President, Shopper Marketing, North America n Pam Morrisroe, Managing Director, AMEX Morrisroe is the managing director on American Express as well as Geometry Global’s engagement lead for Ogilvy & Mather. n Eric Pakurar, NA Chief Strategic Officer Pakurar oversees planning and strategy teams across all practices, including the interactive marketing, promotional marketing, relationship marketing and branding & design practices. n Soche Picard, Executive Vice President, Managing Director; Team Lead for Team Unilever Shopper See profile on page 20. n Carl Preller, Chief Performance Officer n Kevin Shelhamer, General Manager, Chicago Shelhamer’s role is to strategically align and lead agency resources against clients’ scope of work to develop and execute integrated shopper marketing strategies that maximize sales, motivate shopper-purchasing decisions and build brand equity across retail channels. GREY HMT n Kelly Babcock, n Patti Conti, Creative Director, Shopper Marketing n Nina Dubin, Shopper Production Artist n Angelika Kaprelian, Integrated Communications Specialist n Joe Lampertius, Global CEO, Shopper Marketing n Shelly Sawyer, Vice President, Shopper Marketing n Leigh Temple, Director, Shopper Marketing n Lisa President & CEO After 19 years of operations and brand-building experience with McDonald’s, Conti launched HMT, which for the past 13 years has built a shopper marketing expertise steeped in the agency’s initial focus in customer marketing and Conti’s commitment to deliver strategic, efficient, innovative solutions for her clients and their retail partners. n Rick Einhaus, Executive Vice President With more than 30 years of marketing, research and sales experience, Einhaus understands the importance of integrating shopper-driven consumer insights with a sound retail execution strategy to ensure successful shopper marketing program planning, development and activation. n Tina Franks, Account Supervisor Franks is an accomplished marketing professional with 17 years of shopper and integrated promotion experience working with industry leaders such as Mondelez International, Hillshire Farms, Gallo, P&G and Colgate-Palmolive. n Michele n Peter Viento, Executive Creative Director, Shopper Marketing H HARVEY n Kathy Harvey, President Harvey launched the agency in 1986 because of her belief that the retail environment would become an incredibly powerful marketing medium. Huff, Account Director With more than 15 years of marketing management under her belt, Huff has dedicated the last eight years to delivering strategically sound shopper marketing programs for clients such as Kraft, Gallo and Mondelez International. n Ken Nash, Account Director Nash has a passion for creating dynamic, shopperstopping programs that work in today’s complicated retail environments. 9 Norat, Vice President, Client Service After more than eight years in the marketing department of the NBA, Norat took her “A” game to the CPG arena, where she helped build long-term share growth for some of America’s biggest, most recognizable brands. HUNTER STRAKER n Cora Brady, Vice President, Strategy & Client Service, Hunter Straker, AMG Digital Brady leads the digital services for Acosta Mosaic Group (AMG), the marketing division of Acosta Sales & Marketing across North America. n Kristen Buss, Vice President, Strategy With more than 18 years of marketing experience in communication planning, research, analytics, behavioral observation and intuitively led brand, retail and creative strategy, Buss brings a unique vision and innovative practices to her clients’ shopper strategies. n Matthew Diamond, Senior Vice President, Hunter Straker Canada & Mosaic Diamond currently oversees the Canadian Hunter Straker operation as well as the consumer packaged goods portfolio for Mosaic, an agency within AMG. n Kathryn Easter, Managing Director, Insights, Influence & Impact Easter’s experience spans from traditional media and experiential to social and digital, all with a lens for the data that helps clients make strategic business decisions. n Lee Esmond, Vice President, Integrated Marketing, AMG Bentonville Esmond leads experiential, shopper and digital marketing for Walmart and Sam’s Club. TPN: SARAH CUNNINGHAM, Senior Managing Director, Client Service & Development SPARTAN BEGINNINGS CHICAGO HOPE What were your favorite activities? I was a tennis player and swimmer. Describe your first apartment? A small studio in Lakeview (in Chicago) along the 151 bus line. Where did you grow up? East Lansing, Michigan. What was your first job out of school? Media business coordinator on the McDonald’s account for Leo Burnett. What were your favorite after-work activities back then? Running, meeting my friends at McGee’s for $2 beers, and watching “Must-See TV.” What did you want to be when you grew up? First a hairdresser, then a journalist, and secretly a cast member on “SNL.” And now? Hearing about my family’s day, volunteering, and working on the foundation my husband and I started for families and children with epilepsy in memory of our daughter CeCe. What college did you attend? Valparaiso University Current hobbies? I still love to play tennis, and I’m learning paddle tennis. What degree did you earn? Communications & Marketing What about you might people be surprised to learn? Despite training in improv, I suffer from severe stage fright. Name the people in history you would most like to visit with. My daughter CeCe, my grandparents, and Walt Disney. “Sarah has the ability to get to the root cause of a business issue and then customize the right team to solve the challenge.” Photos by Brian Morrison Sharon Love, Chief Executive Officer, TPN 10 n James Fraser, DOWN TO BUSINESS What is your primary skillset? Dynamic retail – understanding how to read the retail landscape and adapt quickly as it evolves. What about shopper marketing keeps you up at night? How are we going to take things to the next level? Are you an omnichannel shopper? Yes, I love all types of retail and shopping. What is your preferred method of shopping? There’s something about the brick-andmortar retail experience that I cannot walk away from. What retailer app do you use most? Amazon.com – it’s a multi-tasking mom lifesaver. What shopping app do you use most? I love the Think Dirty app. What forms of mobile payment have you used? I use Passport everyday. Apple Pay is another great time-saver. Will you get an Apple watch? Absolutely. Are beacons on your radar? Yes, it will be fascinating to see how shoppers allow us to message them instore. Where do your CPG clients need the most help? The dynamic retail space creates quite a challenge for brands that don’t have unlimited budgets. What about your retailer clients? They’re looking to better understand how technology can help enable their customers and drive their business. What’s your vision of retail in the next 5-10 years? Connected experiences. And shopper marketing in 5-10 years? A greater integration of the four retail modes – consumer, shopper, buyer and influencer. General Manager, Hunter Straker U.S Fraser, who leads the strategic direction of the U.S. business, is a pioneer in the retail and shopper marketing industry, and is the founder of a unique process called Deconstruction that yields a proprietary output called Purchase Design. n Chad Grenier, Executive Vice President, Retail Marketing Services North America, AMG Grenier leads all North American retail marketing agency services within AMG. n Jason Katz, Executive Vice President, Head of Digital, Hunter Straker, AMG Digital Katz leads digital, social and mobile marketing at AMG, helping clients effectively capitalize on new media by developing best-in-class, insightsdriven, accountable digital solutions that influence purchase. n Sheri Pearson, Vice President, Retail Insights & Strategy Pearson is the strategic lead for shopper marketing, innovation planning, shopper insights and promotions for all Hunter Straker clients, including Labatt, Johnson & Johnson, Catelli and Samsung. n Dan Streety, Executive Creative Director, Hunter Straker Streety has more than 20 years of experience in new business development, shopper marketing, digital, creative storytelling and brand-building. 11 I IN MARKETING SERVICES n Valerie Bernstein, Senior Vice President, Business Development After many years of leading client teams, Bernstein now heads the new business function for the agency, overseeing a dedicated team that diversifies the client mix, identifies and incorporates new services and customizes highly flexible solutions. n Sean Conciatore, Senior Vice President, Executive Creative Director Conciatore is responsible for strengthening and inspiring creative output for all clients and customers. n Todd Engels, Executive Vice President, Managing Director n Elizabeth Fogerty, Senior Vice President, Strategic Planning & Insights Fogerty is responsible for developing insightdriven, customer-specific, retail marketing strategy across the full breadth of the agency’s service offering. n Michael Harris, Executive Vice President, Strategy & Development n Jill Griffin, President n Lisa Klauser, President, Consumer & Shopper Marketing Klauser, who joined the agency in 2012 after a prolific 19-year tenure at Unilever, leads a team of more than 225 people strong. ARC WORLDWIDE: NICK JONES, Executive Vice President, Innovation & Growth ABOUT A BOY ABOUT A MAN Where did you grow up? Wallasey, a town outside of Liverpool, England. Who’s your favorite author? Nick Hornby. What’s your favorite TV show? “The Walking Dead.” What were your favorite hobbies? I drew pictures non-stop as a child, but I also loved football (soccer) and horse racing. What’s your favorite movie? The “Lord of the Rings” trilogy. What’s your favorite sports team? Everton FC. What did you want to be when you grew up? I wanted to be a dustman (garbage collector) at 4, astronaut at 8, racehorse trainer at 12, artist at 15 and journalist at 18. What’s your favorite kind of food? Indian. How do you spend your weekends? I coach my son’s U12 soccer team, I love to cook, garden, paint with oils and run. What websites do you visit most often? BBC.com, “Mashable” and ShopperMarketingMag.com. How do you look back upon your high school experience? I loathed it and would occasionally sneak out to go to the racetrack. What about you might people be surprised to learn? That I’ve caught a pass thrown by two-time Super Bowl MVP Troy Aikman. Who are the three people in history you’d most like to meet? William Shakespeare, Leonardo Da Vinci, Charles Darwin. “You can’t fake Nick’s love of shoppers, shopping and retail, and he’s great at giving that passion back to the team.” Photos by Brian Morrison Jim Carlton, Managing Creative Director/Chief Creative Officer, Arc Worldwide 12 n Julie Walker, President & General Manager, Bentonville ABOUT AN INDUSTRY What about shopper marketing keeps you up at night? How to keep our clients ahead of a pace of change that seems to be getting exponentially faster. Are you an omnichannel shopper? I’m definitely a multichannel shopper in certain categories, but I think “omnichannel” really best applies to communication rather than shopping. What are your impressions of mobile payment? The old mousetrap will stay in place until someone creates a system that has the ubiquity and simplicity of the credit card. Will you get an Apple watch? I won’t because I think there will be more and better wearables very soon. In what areas do your CPG and retailer clients need the most help? Technology. What motivates you most in your current position? I love the fact that creativity is, now more than ever, the most powerful force in business. Where do you turn for daily creative inspiration? I try to balance the business and technical input I get through newsfeeds, conferences and my colleagues with the creative input I get from outside such as Chicago Shakespeare Theater, my painting, fiction novels, movies and TV. What’s your vision of retail in 5-10 years? I truly think it will be almost unrecognizable in 10 years. E-commerce will become a common transactional hub in more categories and therefore physical retail will have to morph into a central part of community life. And shopper marketing in 5-10 years? It will have to be radically different – woven into the fabric of our lives in a way that helps, inspires, entertains, educates and empowers the shopper. n Allison Welker, Executive Vice President, Client Services Welker leads a team of 125-plus brand- and customer-facing client-service individuals. THE INTEGER GROUP n Reyna Alishio, Executive Vice President of Account Leadership Alishio oversees the account leadership department in Integer’s Denver office and ensures that client teams are driving results and leading clients into the future. n Will Clarke, Executive Creative Director Clarke leads the creative group in Integer’s Dallas office and provides disruptive shopper marketing solutions for clients including AT&T, FedEx, Deoleo and DFW Airport. n Ellen Cook, President, Dallas Cook leads Integer’s Dallas office and oversees its retail arts lab where the agency works with clients to explore branding and selling in physical and digital spaces to stay ahead of emerging trends in retail and technology. n Marc Ducnuigeen, President, International Ducnuigeen leads Integer’s network of 20 international offices. 13 n Craig Elston, Executive Vice President, Insight & Strategy Elston oversees Integer’s insights and strategy team as well as its media team. n Frank Maher, COO and Group President, Midwest Maher leads the Des Moines office, overseeing client relationships and growth, as well as maintaining operations across the Integer network. n Xan McNelly, Executive Vice President, Chief Integration and Strategy Officer McNelly creates brand and shopper experiences across offline and online touchpoints. n Michael Rivera, Executive Creative Director Rivera has more than 20 years of experience in digital, brand and shopper marketing and leads Integer’s creative department in the Midwest. n Nicole Souza, Senior Vice President, Network Business Development Souza leads network business development efforts focused on growth across Integer’s U.S. offices. n Mike Sweeney, CEO Sweeney oversees the management of multiple agencies in the Integer network that includes more than 1,200 associates globally. INTERACTIONS MARKETING LAB MARKETING WERKS n Nicole n Rich Butwinick, Owner n Lisa Fasana, Vice n Chris Haas, n Holly Meloy, Senior Vice LeMaire, Vice President of Sales and Operations LeMaire oversees more than 30 retailer accounts and countless CPG clients with help from 85 full-time employees. L LABSTORE n Jon Bird, Managing Director, Labstore Global Based in New York, Bird oversees Labstore in 21 locations across the globe. Labstore is Y&R’s worldwide retail and shopper marketing network, and ultimately part of WPP. n Tim O’Sullivan, Managing Director, Labstore North America Based in Miami, O’Sullivan leads Labstore for the U.S. and Canada. He also oversees shopper marketing for U.S. Hispanic agency Bravo. LUNCHBOX n Jay Mathew, Senior Vice President, General Manager n Adam Roe, President n Kevin Weisberg, Chief Marketing Officer M THE MARKETING ARM n Mike Paley, Senior Vice President, Shopper Marketing & Experiential Based in Dallas, Paley is responsible for defining and creating shopper and experiential strategies across the agency’s client base. 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. 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. n 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. n Kate Mendel, Account Director Mendel manages the Western Union account including the retail and CRM teams. n 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. n John Tieszen, Vice President, Managing Director Tieszen has more than 25 years of marketing and promotion experience on both the agency and client sides. President, Account Management Fasana leads account management of the agency’s consumer products and services clients, and brings 14 years of experience managing integrated marketing programs. President, Account Management Meloy leads account management of the agency’s CPG and retailer clients, and brings 17 years of experience in shopper marketing, digital and retail activation, and product launches. n Jim Norred, President Norred leverages his 25 years of experience in sales, shopper marketing and technology with his deep retailer knowledge in leading the agency to deliver integrated engagement marketing solutions that influence consumer and shopper behavior. MARKETVISION n Yvonne “Bonnie” Garcia, Founder & CEO Garcia founded MarketVision after 10 years of directing marketing efforts at Coca-Cola. n Frenchie Guajardo, Executive Vice President, Marketing Development Guajardo leads the marketing development group where consumer and shopper insights, behaviors and needs intersect with brand opportunities. THE MARS AGENCY n Ken Barnett, Global CEO As a seasoned agency leader with more than three decades of broad experience in marketing and advertising, Barnett oversees an agencywide culture of professional growth and client-service excellence. 14 n Jake Berry, Senior Vice President, General Manager and Health & Wellness Group Lead Having led several key client relationships in the past 14 years, Berry currently manages the Campbell Soup Co., Pepperidge Farm and Pfizer businesses. He also leads the agency’s health and wellness group. n Sue Golden, Senior Vice President, General Manager and Consumables Group Lead Golden currently oversees the Colgate-Palmolive, Tom’s of Maine and Chobani businesses. She also leads the agency’s consumables group. n Ethan Goodman, Vice President, Digital & Innovation A nationally renowned marketing strategist with deep expertise in digital and shopper marketing, Goodman leads the agency’s digital and innovation team that develops and implements digital strategies as well as game-changing technologies that influence the path to purchase. n Greg Iszler, Senior Vice President, Strategic Planning Leveraging 20-plus years of brand, digital and shopper planning expertise, Iszler’s team focuses on the holistic customer experience ensuring a unique level of clarity around shopper-centered opportunities. n Derek Joynt, Senior Vice President, General Manager A senior marketing executive with a proven track record of outstanding business results, Joynt leads the Cargill, Chattem, Sun Products and Gannett businesses. n Steve Nottingham, Senior Vice President, General Manager and Emerging Technology & Media Group Lead Nottingham oversees the Walmart and T-Mobile businesses across the agency’s entire network and leads the emerging technology and media group. n Allan Peretz, Senior Vice President, General Manager, Retail Marketing Group A classically trained and award-winning marketer, Peretz leads the agency’s retail marketing group – a team of expert shopper marketing practitioners focused on building brand experiences at key retailers. Rivenburgh, Partner, Chief Operating Officer 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. n Michael Dill, Managing Partner Dill, who has more than 15 years of experience in shopper marketing and consumer marketing, leads the U.S. agency for Match. n Brett Farren, President & CEO Farren has focused on end-to-end solutions for the path to purchase, integrating insights, strategy, promotion, digital, experiential, sales and retail services. n Perry Miele, Chairman Miele has more than 20 years of experience in the advertising and marketing industry. n Rob n Clare n Jeff MOMENTUM WORLDWIDE Stocker, Chief Creative Officer Stocker is charged with overseeing all of the agency’s creative leadership teams. MATCH MARKETING GROUP Rappaport, Executive Vice President, Group Account Director Rappaport has 20 years of agency experience, leading teams and building best-in-class shopper capability both at the agency and in partnership with the Match MG client base. n Shaun Brown, Vice President, Global Account Director Brown leads Momentum’s global Coca-Cola brand experience business across shopper and event disciplines. n Bradford Bryen, n Julie n Liz Crawford, Senior n Matt Denten, Senior Executive Vice President, Marketing Bryen has 20 years of experience in shopper and integrated marketing in a diverse range of channels and categories. Vice President, Strategy & Insights, Shoplab Crawford has more than 20 years of experience in marketing, first as a brand manager and more recently as a shopper marketing strategist. 15 Clark, Creative Director Clark has focused her work on the CPG and beverage categories, specializing in the shopper marketing discipline. Vice President, Executive Creative Director, Midwest Denten is a collaborative leader with a passion for relevant creative excellence. FCB/RED: CURT MUNK, Senior Vice President, Group Planning Director FROM THE HEARTLAND THE WORLD ACCORDING TO ... What were your favorite activities? Cycling and photography. What’s your favorite movie? “The Big Lebowski” and anything directed by Wes Anderson or Terrence Malick. What did you want to be when you grew up? A veterinarian. What’s your favorite news outlet? BBC Where did you grow up? Salina, Kansas. Who’s your favorite author? John Irving. What’s your favorite kind of music? I’m currently going through a Delta Blues phase. What activities did you participate in during high school? Debate tournaments, football and marching band. What’s your favorite recreational activity? I’m happiest when I’m on my bike. Who are the three people in history you’d most like to meet? My fraternal great-grandfather, Dr. M.L. King and Moe from “The Three Stooges.” What colleges did you attend/degrees did you earn? Kansas State University/B.S., Business Administration Wichita State University/ MBA, Marketing What historical period interests you most and why? The cultural and civic transformations of the late 1960s and early 1970s fascinate me. It was an era that launched consumer culture. What was the most important thing you learned? My limits. What is your primary skillset? Discovering consumer behavior and changing it, if necessary, to the benefit of our clients, their retail customers and the overall shopping experience. “Curt is one of the most talented planning leaders in the business – period.” What skills are you working to improve right now? Leadership and social media applications for the retail industry. Photos by Brian Morrison Tina Manikas, President, FCB/RED 16 n Kevin Gosselin, SHOP TALK When did you first hear the term “shopper marketing?” In Bentonville in 1998, I remember it like it was yesterday. Walmart’s CMO at the time, Paul Higham, was talking about how they approached integrated marketing and he used P&G’s term for what was then considered “in-store communications.” How do you define it today? Any communication that surrounds a consumer’s desire to buy – or not to buy. What about it keeps you up at night? Amazon – fearless innovation is changing the way we shop and buy. Are you an omnichannel shopper? Absolutely. It is our future. What is your preferred method of shopping? In-store – with a phone in my hand, of course. In what capacity are beacons on your radar? We’re currently engaged in tests on behalf of clients and we’re thrilled about the potentially huge benefit they represent for shoppers, brands and retailers. In what areas do your CPG clients need the most help? Generating truly fresh ideas that inspire shoppers and retail customers. What about your retailer clients? Many more requests for full collaboration with suppliers and agencies for exclusive shopper solutions. What’s your vision of retail in the next 5-10 years? Individual categories are likely going to evolve at different speeds because technology will change how we purchase across the store. And shopper marketing in 5-10 years? Our model of full integration between shopper and brand agency will become mainstream. Vice President, Group Creative Director Gosselin is the creative lead for shopper marketing across Coca-Cola, Glaceau and many of their customers. n Jeff Gould, Vice President, Creative Director Gould has 17-plus years of CPG experience in categories ranging from food and beverage to small appliances and office products. n 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, sharing insights and resources for the improvement of all client business, as well as the agency’s growth. n Laura Moser, Senior Vice President, Shopper Marketing Moser is responsible for leading and further building Momentum’s shopper marketing practice across all North American CPG and retail clients, fortifying the agency’s leadership in understanding and adding value to the shopper experience for brands and people. n Jennifer Olliges, Vice President, Director of Business Leadership Olliges is a key member of the agency’s global shopper marketing practice group, with more than 15 years of CPG experience in the areas of strategic planning, consumer promotions, with a passion for innovation in shopper marketing. 17 n Donnalyn Smith, Executive Vice President, Regional Director, NA Smith leads five offices across the country and nearly 1,000 employees. n Adrian Velazquez, Vice President, Shopper Strategy Velazquez is the lead shopper strategist at Momentum Worldwide. MOOSYLVANIA n Norty Cohen, CEO Cohen founded the agency in 2003 with a focus on motivating consumer behavior. n Nick Foppe, COO Foppe has spent more than 20 years working on the brand and agency sides, including Michelob, O’Doul’s and Pabst. N NSIGHT CONNECT n Jennifer Butcher, Vice President, Account Director Butcher leads the L.A. office and has more than 15 years of strategic marketing experience across brand development, public relations, national consumer promotions, digital and shopper marketing. n Adam Celing, Creative Director Celing leads Nsight’s creative team in Minneapolis. He has several years experience developing strategic creative solutions for brands across multiple retail channels for a diverse set of clients. n 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 and convert shoppers into buyers. n DyShaun Muhammad, Vice President, Target Team Leader Muhammad leads Target guest conversion strategy for key Nsight clients. n Valentina Tudose, Regional Director, Shopper Communications, Asia Based in Hong Kong, Tudose is responsible for Red Fuse’s shopper marketing efforts across the entire Asia region. n Kristi Schon, Vice President, Client Services Schon is a true innovator, with years of experience revolutionizing the shopper marketing, digital and promotion industries. n Becky Turner, Regional Director, Shopper Communications, Europe Paris-based Turner is responsible for the agency’s shopper marketing efforts throughout Europe. She joined Red Fuse in January 2015. n Alicia (Lish) Smestad, President See profile on page 2. R RED FUSE COMMUNICATIONS n Kateri Benoit, Global Director of E-Commerce / E-Shopper Benoit is responsible for e-commerce and digital shopper marketing efforts at WPP’s Red Fuse, which creates integrated communications for ColgatePalmolive’s brands globally. n Rodger DiPasca, Global Managing Director, Shopper Communications DiPasca leads worldwide shopper marketing for Red Fuse. He is a longtime WPP executive, having previously worked for various agencies within the parent company, including Bates, Grey, Geometry and Y&R. n Teigan Henry, Regional Supervisor, Shopper Communications, Latin America Henry joined Red Fuse in September 2014 and is responsible for shopper marketing communications throughout Latin America. n Darcy McNair, Shopper Marketing Creative Director, North America McNair oversees all shopper creative for North America, including in-store, digital, packaging and promotional components. S SAATCHI & SAATCHI X n Jim Cartwright, Executive Vice President, Managing Director Cartwright leads the agency’s Northwest Arkansas office and works directly with P&G’s Walmart global customer team on programs for Walmart stores and Sam’s Club locations across North America. n Ellis Collins, Senior Vice President, Production Services With more than two decades of experience in logistics, custom product engineering, sales and marketing management, Collins oversees all aspects of North American project management, prototyping, production management, media/promotions, digital execution and pre-media. n Christopher Gray, Vice President, Shopper Psychology Gray delves deep into the minds of consumers to understand the motivations and influences that shape their shopping behavior. n Jessica Hendrix, Senior Vice President, Account Lead An outstanding business leader with strong strategic capabilities in both creativity and analytics, Hendrix brings unique talents and discipline to her position at the agency’s Northwest Arkansas office. 18 n Dina Howell, Worldwide CEO Howell continues to be a driving force behind the evolution and widespread adoption of shopper marketing. Her present focus is on growing the agency’s North American operations while collaborating on shopper marketing with the 130 offices around the world. n Brett Stover, Executive Vice President, Strategy & Insights Officer A global executive leader and international strategic shopper marketer proven to translate insights into business growth, Stover is one of the world’s acknowledged authorities in omnichannel shopper marketing and insight identification and application. n Doug Van Andel, Executive Creative Director Van Andel has developed strong credentials in the areas of digital, experiential, promotional and traditional marketing during his 25-plus years in the industry. n John Yengo, Executive Vice President and Managing Director Yengo has helped build some of the world’s most prestigious brands with his marketing, advertising and branding expertise. SHOPPER 2 BUYER n Jill DeLelle, Director DeLelle’s combination of media, shopper marketing and consumer promotions experience provides clients, partner agencies and her team with the optimal, fact-based, touchpoint plans to drive results. n Ann McGrath, Group Director McGrath leads the agency with a dedicated focus on shoppers. n Fatima Winfrey, Senior Manager Fatima leads the in-store paid media team creating strong supplier partnerships, optimal pricing and results analytics to drive highest possible ROI for advertisers. SHOPTOLOGY n Charlie Anderson, CEO In 1999, Anderson joined Andy Murray (now a Walmart SVP) in starting an agency called ThompsonMurray that focused on a discipline later to become known as shopper marketing. That startup became Saatchi & Saatchi X in 2004 and Anderson was its North American CEO before launching Shoptology in 2013. n Dino de Leon, Senior Vice President, Head of Creative De Leon applies nearly 20 years of diverse experience to creating innovations in the shopper space. n Ken Madden, Senior Vice President, Head of Engagement Madden is a soughtafter industry speaker and thought-leader on analytics and shopper technology platforms. n Julie Quick, Senior Vice President, Head of Insights & Strategy Quick is passionately curious about what drives shoppers to purchase and what bonds them to brands for the long term. n Jennifer Tinker, Group Account Director Tinker leads strategic agency partnerships with clients such as Walmart, PepsiCo, LG Electronics and others. n Amy Lanzi, Managing T THEORY HOUSE n 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. n Jared Meisel, Managing Partner, Shopper Marketing Meisel helps clients create digital and physical experiences that connect with shoppers in relevant, profitable ways. TPN n Manolo Almagro, Managing Director, Digital and Retail Technologies With a digital background spanning 15 years, Almagro leads TPN’s digital and retail technologies practice out of Austin, Texas – cultivating tools and capabilities across platforms to ensure the agency is delivering commerce with imagination. n Sarah Cunningham, Senior Managing Director, Client Service & Development See profile on page 10. n Tracy Faloon, Chief Officer of Integration Faloon leads the global integration efforts, ensuring synergies and maximizing efficiencies across the TPN network. n Rich Feitler, President and Chief Operating Officer Feitler oversees global operations and growth strategies. Director, New York Lanzi leads TPN’s New York office along with several of the agency’s retail marketing client businesses. n Sharon Love, Chief Executive Officer Under Love’s leadership, TPN has grown from 20 employees in one office to more than 300 employees in 10 offices throughout the world. n John Meyer, Managing Director, Bentonville Meyer leads TPN’s Bentonville team and office, specializing in Walmart and Sam’s Club business strategy and retail activation. n Christy O’Pella, Senior Managing Director, Client Service and Development O’Pella leads the Dallas office and several of TPN’s largest client businesses. n Nancy Shamberg, Managing Director, Shopper Marketing In addition to leading TPN’s San Francisco office, Shamberg is responsible for the agency’s shopper marketing practice. TRACYLOCKE n Michael Bartlett, Executive Client Service Director Bartlett currently oversees the PepsiCo business at TracyLocke, which includes the shopper marketing team. n Hugh Boyle, CEO See profile on page 6. n Shaun Coulter, General Manager n Molly Hop, Vice President, Emerging Media & Commerce Hop serves as a leading voice of the agency’s growing digital-plus-retail technology team. 19 Coulter, in this business because he loves ideas and the culture of strategic creativity, believes in building brands and businesses. GEOMETRY GLOBAL: SOCHE PICARD, Executive Vice President, Managing Director; Team Lead for Team Unilever Shopper A BORN LEADER SHE’S WITH THE BAND Where did you grow up? I was a bi-coastal kid, splitting my years between Darien, Connecticut, and the Bay Area. What’s your favorite TV show? “The Americans,” “House of Cards,” “Orange is the New Black,” “Masters of Sex,” and “Ray Donovan” … to name just a few. Who’s your favorite author? David Sedaris. What were your favorite activities? I played field hockey, basketball and lacrosse. What’s your favorite news outlet? “The Daily Show” with Jon Stewart. What’s your favorite kind of music? I’m a Joni Mitchell and Joan Armatrading superfan, and, as the daughter of hippies, I’m a bit of a classic rock history buff. What stands out most about your childhood? Being raised by a dynamic, problem-solving, beautiful, strong single mother. What’s your favorite recreational activity? Yoga. What about you might people be surprised to learn? That I’ve had the band Journey over for dinner. I have also lived in a tree house. Did you excel in any extracurricular activities in high school? Yes, I was a three-sport varsity athlete and captain of all three teams. Who are the three people in history you’d most like to meet? Henri Matisse, Gertrude Vanderbilt, Janis Joplin. What degree did you earn and from where? A B.A. in French and Fine Arts from St. Lawrence University in Canton, New York. “ Soche’s desire for Unilever to win and make a difference is embodied in her competitive winning spirit – we are privileged to have her working on our business.” Kevin Flagg, Senior Director, Shopper Marketing, Unilever 20 Top photo by Steve Hockstein n Mike LIVING THE DREAM What is your primary skillset? Problem-solving. What skills are you working to improve upon? Managing expectations. What’s your definition of “shopper marketing?” Creating seamless brand and category experiences that are meaningful and motivating, and drive to purchase. What about it keeps you up at night? Convincing brands that it’s as powerful – if not more – a part of their marketing mix as advertising. Are you an omnichannel shopper? You better believe it. Are beacons on your radar? We have daily debates around beacons – I think they’ll quickly go the way of the QR code. In what areas do your CPG clients need the most help? Measurement and loyalty. What about your retailer clients? That really depends on the retailer. Where do you turn for daily creative inspiration? In-store. It’s way too easy to get caught up in the chaos of the day and not make time for the most important part of our jobs – getting in-store. I try and get out every day. What’s your vision of retail in the next 5-10 years? As a shopper, I’m excited about how technology will continue to break down the silos of the purchase-decision journey – but as a marketer, it terrifies me. It means that we need to be super nimble and predictive. It is and will continue to change the entire game. And shopper marketing in 5-10 years? There will be no “shopper marketing” – it will just be marketing. Omnichannel strategy will eliminate the current definitions of marketing and we’ll need to be channel-agnostic to be successful. Lovegrove, President and Chief Creative Officer Lovegrove has overseen the Pepsi business for more than five years and the Samsung business for two. He is also the architect of TracyLocke’s “Buy Design” methodology. n Tyler Murray, Vice President, Strategy Murray has worked with innovative thought-leaders on accounts such as PepsiCo, Anheuser-Busch, P&G and others. n Jay Verna, Client Leader With more than 15 years of experience building brands with an emphasis on shopper marketing in the U.S. and international markets, Verna has worked in partnership with PepsiCo, Pfizer, Dick’s Sporting Goods and others to create ideas that win in the omnichannel retail landscape. n Maria Zanghetti, Vice President, General Manager Zanghetti has 20-plus years of retail marketing experience and has worked across a multitude of brands and categories, including fashion, media, electronics and top CPG brands such as Pepsi, Frito-Lay, Gatorade and Anheuser-Busch Inbev. U UPSHOT n Lisa Hurst, Senior Vice President, Account Management, Shopper Marketing Lead Hurst spearheads Upshot’s shopper marketing, bringing expertise and thought-leadership around shopper insights, strategies and experiences. n Brian Kristofek, President & CEO Kristofek has believed in the power of shopper marketing right from the start, working with pioneers like Procter & Gamble. n Brian Priest, Senior Vice President, Creative Services, Creative Shopper Marketing Lead Priest creates orchestrated communications and intuitive experiences that deliver on the demands of today’s omnipresent shopper. n Mary Van De Walle, Vice President, Strategic Planning Van De Walle believes the secret to great shopper marketing lies in understanding the omnipresent shopper’s motivations, expectations and behaviors. TWINOAKS n Brianne Brannan, Vice President, Client Services n Cameron Clement, Vice President, Executive Creative Director n Steve DeVore, General Manager n Tracie McKee, Vice President, Client Services n Maureen O’Hare, Vice President, Business Development n Jason Stewart, Creative Director ©Copyright 2015. 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 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. 21