Download in shopper marketing agencies - Chicago

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.
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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
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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
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