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IN SHOPPER MARKETING
AGENCIES
Our fifth annual report recognizes more
than 250 dedicated, passionate agency
executives whose creative, innovative work
is not only helping brand and retailer clients
achieve success but pushing the discipline of
shopper marketing to new heights.
SHOPTOLOGY: JULIE QUICK, SVP & Head of Insights and Strategy
J
ulie Quick likes to practice the age-old method of speaking
how consumers respond?
to folks face to face. “There’s just such a tangibleness of talk“That’s one of the game-changers potentially for shopper marketing to real people about how they shop,” says Quick, senior
ing. How we become more experimental, how we act like startups
vice president and head of insights and strategy at Shoptoldo in the digital space of experimenting with a lot of propositions
ogy, calling in from a Target store. “I’d miss it terribly if I didn’t
to figure out what fits.”
get a chance to do it.
This fits into Quick’s belief that now is the most creative time
“My insights role allows me to meet all kinds of
people with all kinds of life challenges – let alone
shopping challenges. If more marketers met the noble, “Our conversations are becoming less about digital/
interesting, hard-working people who bought their
physical or in-store/out-of-store. Those terms are
products, I’m convinced they’d all create better, more
impassioned solutions. Plus, they’d get more loyalty
artificial compartments created by marketers, and they
in the process.”
Quick helped start Shoptology in 2013 after eight
don’t reflect the fluid way shoppers shop.”
years at Saatchi & Saatchi X, and she counts the experience as one of her proudest professional achievements. As a major stakeholder, she says what keeps her up at night
in shopper marketing’s history. New tools, shifting demographics,
isn’t worries but opportunities, especially since she is most excited
changing client needs, etc., keep shopper marketers on their toes
about new ways to work.
like never before. For instance, both her retailer and CPG clients
Experimentation makes sense, according to Quick, rather than
need help navigating the omnichannel landscape. “Shoppers have
placing bets on one pitch. With all of today’s new media tools,
more choices,” says Quick, who keeps an iPad next to her bed for
shopper marketers should come up with more than one or two
middle-of-the-night scribbling. “CPGs are adjusting to new defiideas for projects, she says. “The digital world we live in is offering
nitions of ‘shelf’ and rethinking business models that were built
some very rapid ways to iterate,” says Quick. “Rather than spendalmost exclusively on physical ideas like space and displays. Retailing months and years on one idea and hoping, why aren’t we fielders are looking at new competition and realizing it takes more than
ing three or four or 10 ideas in a really rapid way and watching
low prices and in-stocks to succeed.”
Photo by Rex Curry
2
ARC WORLDWIDE
A
ALCONE
Quick believes that if online shopping were going to kill brick-and-mortar
stores, it would have happened by now.
Human nature is blocking the takeover,
and she says shopper marketers should
settle into prioritizing the in-store environment.
“We’re fortunate that digital and physical expertise have been part of Shoptology’s DNA from day one,” she says. “But
even so, our conversations are becoming
less about digital/physical or in-store/
out-of-store. Those terms are artificial
compartments created by marketers, and
they don’t reflect the fluid way shoppers
shop. I think everyone will soon join us
in thinking more ‘omni,’ focusing more
on the totality of the experience rather
than the medium that delivered it.”
The fresh methods and tactics needed
today are also changing the way agencies are defining success, as well as the
way agencies should be judged by clients.
Sales increases are only one barometer for
an agency to self-evaluate, Quick says.
Building a bond with shoppers is also
crucial. She says Shoptology wants to
give shoppers an ongoing reason to buy
by revealing a benefit that’s relevant and
lasting even after the campaign ends. Because shopper marketing is a large part of
many brands’ total spend, Quick says, it
should build sales and strengthen brand
equity.
Similarly, she says, when clients are
searching for an agency the bar for the
right fit is changing. “I used to say ‘track
record,’ but in a market where the future
barely resembles the past, that’s not as
relevant anymore,” she says. “Now I say
look for agencies that are helping invent
the future of shopping. They should be
talking with you not about what the marketplace is, but what it could be.
“Your agency should be bringing you
new ideas that you didn’t even ask for
– things that go way beyond the brief.
This is the most creative time in shopper
marketing’s history, and that should seep
through your agency’s pores.”
n Lilia
n Joel
Chestler,
Senior Vice President,
Client Engagement
Chestler has more than 20
years of shopper marketing
experience on both the
client and agency sides of the business.
He currently leads the client engagement
teams for some of Alcone’s key CPG and
spirits businesses.
n Monica
Simoneaux,
Senior Vice President,
Client Engagement
Simoneaux is responsible
for integrating shopper
marketing strategies as
part of a national client’s overall activation
effort.
n Teal
Williams,
Senior Vice President,
Managing Director
Williams brings nearly 20
years of shopper marketing experience to her clients through brand activation ideas that
drive in-store consumer engagement and
generate sales results. She currently leads
the agency’s East Coast office.
ANTHEM
Arroyo-Flores,
Senior Vice President,
Planning Director
Arroyo-Flores is a planning
and strategy expert. She
currently leads more than
23 brands and five customer teams on
the P&G business, as well as Alcon and
Walmart.
n Brad Black, Senior Vice
President, Global Account
Director and Business
Development Lead
Black has 20-plus years’ experience spanning brand
marketing, general advertising, digital,
social, shopper, retail, e-commerce and
events. He has delivered award-winning
work on Coca-Cola, Alcon and General
Motors.
n Jenny
Cacioppo,
Executive Vice President,
Business Director
Cacioppo oversees the McDonald’s, Intel and Sprint
businesses and leads key
growth initiatives for the agency. She has
a strong background in all things brand,
retail, digital, content and activation and
has a relentless passion for great ideas
that connect people to brands.
n April Carlisle,
n Otto
Hektor,
Vice President,
Brand Development,
Americas
With decades of experience in the shopper space,
Hektor brings valuable perspectives from
both the retailer and marketing sides of
the business across traditional and digital
channels.
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.
3
Senior Vice President,
Global Shopper
Marketing
Carlisle has spent 25-plus
years working on both the
client side and agency side, sharing her
expertise in sales and marketing, category
management and shopper marketing.
Carlisle is currently focused on the P&G,
Coca-Cola and 3M businesses.
n Chris
Emery,
Senior Vice President,
Account Director
With 20 years under his
belt, Emery currently works
with MillerCoors and Kraft
Heinz Co., helping bridge the gap between consumers and shoppers.
n Elizabeth
Harris,
Executive Vice President,
Strategy Director
Harris directs insights and
strategy for brands such as
MillerCoors, Intel and Kraft
Heinz Co. She has 25-plus years of experience in marketing, with a sharp specialization on retail, shopper marketing and
brand strategy/insights.
n Nick
Jones, Executive
Vice President,
Innovation & Growth
Jones leads Innovation &
Growth and the shopper
marketing practice for Arc.
He works on accounts including CocaCola, MillerCoors, Alcon and 3M. Jones
offers 25+ years of expertise in all aspects
of marketing – TV, print, direct, experiential, promotion and activation, shopper
marketing and omnichannel.
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.
He has 19 years of research experience
across a variety of product categories and
with noteworthy clients such as P&G, McDonald’s, Samsung and Kellogg’s.
n Bob
Raidt,
Global President
Raidt lends his 29 years
of expertise to all of Arc’s
clients, including multinational accounts McDonald’s, Samsung, P&G and Coca-Cola. He
led Leo Burnett’s McDonald’s global account during McDonald’s unprecedented
global growth from 2004 to 2012.
n Karuna
Rawal,
Executive Vice President,
Business Director
Rawal boasts 20+ years of
experience in brand management, strategy consulting, planning and business leading. She
lends her expertise to P&G (23 brands and
five customer teams), Walmart, Arc’s overall leadership and Leo Burnett’s planning
on the Always and Secret accounts.
A.W. BRAVIS AGENCY
n Luke
Bradshaw,
Founder, Chief
Executive Officer
Bradshaw opened A.W.
Bravis Agency in 2007 with
nearly 15 years of retail
marketing experience with the objective
to bring a more agile, efficient and innovative way of thinking to its clients such
as Walmart, Sam’s Club, Diageo North
America, Unilever and Tyson.
n Angie
Smith, Vice
President of Marketing
Smith oversees the shopper marketing, brand
building, customer development and creative
teams at A.W. Bravis. She utilizes her
agency, retailer and CPG experience to
provide marketing leadership grounded
in consumer insights and shopper-centric
strategies to their clients.
AVID MARKETING GROUP
n DeAnna
Drapeau,
Managing Partner
Whether developing an
integrated shopper marketing strategy or launching multifaceted digital
campaigns, Drapeau and her team strive
to produce tangible increases in brand
visibility that drive customer engagement,
sales and increased revenue.
n Jonathan
Gross,
Senior Partner
Gross founded Avid in
1986 to perfect the strategy and processes that allows its clients to promote
their brands, engage their customers and
increase revenue. He brings a wealth of
experience in making sense of the varied
marketing tactics available to create a
comprehensive, customized and effective
program.
4
B
BARD ADVERTISING
n Barb
Stabno,
Founder and President
Stabno brings more than
26 years of experience developing strategic marketing programs that produce
double-digit results for Fortune 500 companies. She oversees client engagement,
strategy and the management of Bard’s
Connect 1-1 Digital Activation Platform.
n Theresa
Teal,
Operations Director
With more than 24 years
of experience in strategic
planning, account management, insight generation, creative/art direction and operations,
Teal manages the development and execution of integrated shopper marketing
programs.
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.
n Lowell
Cantor,
Chief Operating Officer
Cantor has 25 years of
shopper and grocery experience and oversees operations, human resources,
finance and media.
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 Bob
Klein,
Chief Strategy Officer
Klein leads the Blue Chip
SPARQ group, the strategic
planning and research
insights team that activates
the agency’s “Springboard to Transformational Growth” process.
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 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.
n Pat
Taflinger, Vice
President of Media
Taflinger oversees the traditional offline and online
buying and planning for all
clients.
n Sarah Van Heirseele,
Senior 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 Susana
BRAVO
Santacoloma,
Account Director
Santacoloma has delivered
shopper and consumer
programs for Fortune 500
brands at a global and
domestic scale for more than 10 years.
A cross-functional business lead for five
agency clients, she oversees omnichannel
programs from start to finish.
n Lorena
Cuadra, Group
Account Director
Cuadra, a bilingual shopper
marketing business leader,
focuses on connecting
her client with shoppers
through cultural relevance. She currently
leads the Unilever multicultural team.
n Monica
Duran, Shopper
Marketing Director
Duran leads Bravo’s shopper marketing division,
placing a multicultural lens
to every strategic program.
She has strategized, concepted, created
and executed award-winning shopper
and consumer programs for Fortune 500
brands on a global and domestic scale for
16 years.
n Lejanet
Herrera,
Creative Director
Herrera brings more than
seven years of experience
in shopper marketing,
developing programs for
the U.S., Hispanic and Latin America markets. She currently leads the multicultural
Unilever team in creating platforms that
speak to the U.S. Hispanic shopper.
n Kimberley
McArthur,
Group Account Director
McArthur is a bilingual/
bicultural integrated marketing maven with deep
expertise in engaging
diverse and cross-cultural communities.
She currently leads the General Mills business.
n Marcos
Moure,
Group Creative Director
Moure is Bravo’s creative
lead across the full portfolio. His strategic approach,
creative brilliance, multicultural sensitivity and contagious passion
infuse Bravo’s multicultural shopper marketing expertise.
5
C
CATAPULT
n Steve
Abdo, Senior Vice
President, Grocery &
Value Team Leader
With more than 20 years
of experience in sales,
marketing and strategic
planning, Abdo leads Catapult’s grocery
and value channel team out of Cincinnati.
n Heather
Bullington,
Senior Vice President,
Client Services
With nearly two decades
of both client and agency
side leadership experience,
Bullington manages all client teams and
customer engagements for the Nashville
office.
n Scott
Caldwell,
Senior Vice President,
Walmart & Sam’s Club
Team Leader
A 15-year industry veteran,
Caldwell leads the Walmart
and Sam’s Club team in Bentonville, managing all shopper activities for clients.
n Brian
Cohen, Executive
Vice President, Group
Director and Head of
Digital Integration
Cohen oversees many
of Catapult’s largest
integrated relationships, its Digital
Integration practice, and is a pioneer in
CPG e-commerce. He’s also one of P2PI’s
“Distinguished Faculty Members.”
GEOMETRY GLOBAL: CARL HARTMAN, CEO
W
hen Carl Hartman entered the world of digital media
Though Hartman is proud of what he learned at Y&R, where he rose
integration, he brought with him skills and philosoto managing partner, he says he’s also able to see now the holes in the
phy learned from old-school advertising work. He left
old ways. “I remember many times thinking, ‘Well, all I can do is come
Young & Rubicam when he saw the digital media writup with a campaign and I hope it changes people’s minds to turn sales
ing on the wall at a McGraw-Hill media summit. Hartman learned
around,’” he recalls. “I wasn’t having an impact on sales. I was having
all he could about the new touchpoints, then studied shopper maran impact on people’s attitudes about brands. What attracted me to
keting and activation while working as director of integration for
Geometry and this space is that this is about behavior change, about
Mediaedge:cia.
getting people to do things.”
“That really opened up the shopper marketing landscape to understand a couple things: one is the power of
the path to purchase, and the second one was how much “If you have only worked in digital, if you’ve only worked
activity was happening at the retail level and along that
path to purchase,” says Hartman, chief executive officer
in shopper, or only worked in media, you are going to be
of 2-year-old Geometry Global, a WPP company.
hamstrung by your inability to see in a broader scope.”
Hartman’s third epiphany when making the transition from pure advertising was a Millward Brown
framework called Demand and Activation, which
quantifies the contribution to sales of factors that create demand for
Changing behavior may be much harder, but it’s much more gratia category and brand as well as the factors that activate final choices.
fying. “If you come up with a message and approach to get people to
“It divided the world into: either you’re trying to build demand for a
buy a product, everybody’s happy: The consumer’s happy, the client’s
brand or you’re trying to activate that demand,” Hartman says. “That
happy and the agency’s happy,” Hartman says. “There are many cases
really opened my eyes to the power of activation and how some catin advertising where you can get people to fall in love with a brand
egories are more activation-driven than others.”
and nothing happens, and there are a lot of unhappy people in that
Hartman says the days of merely building a brand are over and that
equation.”
clients are now realizing they need to build their brands and activate
Hartman says the new media and the shopper marketing and activabrand demand. “This to me feels like the biggest area for growth for
tion landscape has guided his hiring practices. He looks for people who
the agency landscape as well as the client landscape – to try to unhave experience in more than one industry, regardless of their discipline.
derstand this area better,” he says.
“If you have only worked in digital, if you’ve only worked in shopper,
Photo by Steve Hockstein
6
n Brian
or only worked in media, you by virtue are
going to be hamstrung by your inability to
see in a broader scope,” he says. “I tend to
look for those who have broad experience
but are also comfortable in terms of a vertical
discipline as well.”
Hartman says Geometry’s three-agency
ancestry is key to its present skill set. G2
was a mixture of direct marketing and
shopper marketing, and pure digital and
direct media practice. OgilvyAction was
more consumer promotion and JWT Action specialized in field marketing, having
co-location with the major retailers and
understanding their calendars and practices as well.
“At face value, all of those companies
were going to market individually and they
were competing with each other, but if you
look at the Venn diagram of true strengths
the funny thing is they were entirely complementary,” Hartman says. “Job one has
been trying to bring those three cultures
and disciplines together in a meaningful
way, which is easier said than done.”
Hartman says guiding “job two” in the
initial years of Geometry was his belief that
the worst thing agencies can do is forget
they are in the client service business. He
says he makes sure everyone at Geometry
knows that the priority is not what the
agency wants but what the client wants.
Geometry counts Unilever, KimberlyClark and General Mills among its clients,
and Hartman says not only does Geometry
work to please its partners, it is trying to
increase awareness of the challenges and
opportunities facing shopper marketing
and activation.
“At the core of everything we do, it’s
about mapping out the purchase decision journey, creating pivotal ideas that
change behavior and then measuring performance,” says Hartman. “Historically,
people have looked at the shopper marketing and activation as base, and I probably
did it when I was in advertising – looked
down my nose at it. The interesting thing
I’ve seen, having spent some time in this
space, is that this is one of the most complex areas of marketing that exists.
“Advertising has to worry about a consumer and a brand. Shopper marketing
has to worry about a shopper and a consumer, and many times those are different people, certainly different mindsets.
We have to worry about the brand and we
also have to worry about the category and
retailer. It’s like three-dimensional chess.”
DeLong,
Senior 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 David
Fiore,
Executive Vice President,
Creative Director
As creative leader, Fiore
drives the vision for creative ideas that create
both emotional connections and inspire
actions. He brings more than 20 years
of experience across some of America’s
best-loved brands.
n Heidi
Froseth, Executive
Vice President, National
Shopper Retail Leader
Froseth is the leader of
Catapult’s award-winning
shopper marketing division and manages the agency’s retailerexpert teams, with offices in all top mass/
grocery/drug headquarter locations.
n Jennifer
Mathissen,
Executive Vice
President, Strategy
& Analytics Leader
Mathissen leads Catapult’s
strategy and insights team,
where she develops marketing strategies
for clients, oversees delivery of client solutions, and spearheads the transformation
of insights into big ideas.
n DyShaun
Muhammad,
Vice President, Target
and Drug Team Leader
With more than 15 years of
strategic brand leadership
experience in both client
and agency roles, Muhammad directs
the Target and drug shopper marketing
teams.
n Brian
Sullivano,
Senior Vice President,
Group Director
Sullivano leads the Chicago office and is a marketing pioneer with nearly
20 years of experience driving profitable
revenue and equity growth across the
consumer goods industry.
7
COLANGELO
n Ben
Applebaum,
Executive Creative
Director
Applebaum is constantly
seeking ways to connect
a brand’s purpose to purchase. He has more than 18 years of multidiscipline experience across a wide array
of industries.
n Michael
Dillon,
Executive Director,
Brand Activation &
Shopper Marketing
Dillon brings his brand
activation, promotion
and shopper marketing experience from
PepsiCo to bear working with clients on
solutions that help to maximize impact
and ROI.
n Alyse
Kramarow,
Group Account 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 exceed clients’ objectives.
n John
Minnec, President
Minnec has spent 20-plus
years guiding clients in a
strategic understanding
of the complete path to
purchase, bringing a sharp
focus on the integration of retail and digital and making each a seamless extension
of the other.
n Ryan
Murphy,
Group Creative Director
Murphy oversees the
agency’s Luxury practice
and serves as creative lead
on key businesses that
deliver fully integrated solutions starting
from the shelf out to maximize sales and
motivate shopper decisions.
n Jim
O’Neill,
Managing Director
O’Neill has 25 years of
proven ability leading integrated marketing efforts
that drive purchase for
iconic brands including his current remit
with Church & Dwight, managing its 10
lead brands that reside within 17 different
locations within grocery.
n Edward
Wallon,
Executive Director,
Commercial Strategy
Wallon applies his more
than 20 years of client-side
trade and sales experience
along with consumer and shopper insights to brand and business planning for
several key clients.
COLLABORATIVE MARKETING GROUP
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 the agency’s new-business efforts.
n Garrett
Plepel, CEO
With more than 25 years
of brand management,
partnership and shopper
marketing experience, Plepel is responsible for the
overall strategic direction and financial
management of Collaborative Marketing
Group, as well as leadership of key agency
CPG accounts.
CURB CROWSER
n Dean
Forbes, CEO
Forbes’ 25 years of experience fuels his passion for
retail and translates to business and creative solutions
that heed results.
n Shandra
Zurn,
Vice President
Zurn partners with clients
to bring creative strategies
to life at retail resulting
in both a sell-in and sellthrough.
E
EASTWEST MARKETING GROUP
n Joyce
Lu, 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 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 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.
n Lou
Ramery, CEO
Ramery leads the agency
in guiding clients to develop meaningful brand
connections that maximize
customer value.
n Paul
Isakson,
Chief Strategy Officer
Isakson, a brand-building
leader and new addition
to Curb Crowser, partners
with clients to deliver relevant brand experiences at the store level.
8
EDGE MARKETING
n Fran
Brinkman,
Vice President, Strategic
Planning and Insights
With 19 years of brand,
shopper and digital planning expertise, Brinkman
brings valuable perspectives in developing insight-driven, customer-specific retail
marketing strategy across the full breadth
of the agency service offering.
n Marcella
Oglesby,
Creative Director
Oglesby develops strategic, breakthrough creative,
specializing in shopper
marketing campaigns and
consumer engagement.
n Michele
Shiroma,
Vice President,
Client Services
Shiroma leads the customer excellence team for the
agency’s CPG clients, and
brings 15 years of experience in shopper
marketing, retail activation and product
launches.
n Allison
Welker,
Executive Vice President,
General Manager
Welker leads this innovative shopper agency of 50.
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.
n Darryl
Daoust,
Group Director
Daoust leads the digital
shopper marketing center
of excellence for EpsilonRyan. His cross-functional
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 Kim
Finnerty,
Senior Vice President,
Consumer & Shopper
Insights
Finnerty leads Epsilon-Ryan’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 data-driven,
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.
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.
F
FCB/RED
n Suzanna
Bierwirth,
Senior Vice President,
Creative Director
Bierwirth manages, mentors and nurtures talented
creative people and delivers memorable, best-in-class consumer
and shopper experiences both on and
offline.
n Teddy
Brown, Executive
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.
9
n Nick
Kraska, Director
of Digital Products
Kraska leads cross-functional teams to bring business ideas to life through
digital products that are
based on common sense.
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,
Director of Planning
Munk has spent most of
his career helping brands
be more successful in
their interactions with consumers and
shoppers. His global activation expertise
includes shopper marketing, retail shop
design, packaging, promotion and merchandising solutions.
n Julie
Regimand,
Senior Vice President,
Director of Production
Operations
In constant pursuit of innovation, evolution and
best production practice, Regimand leads
the print and digital departments and
in-house studio, directing quality creative
work, evolving ideas and challenging
people to work smarter and create better.
n Eric
G
GEOMETRY GLOBAL
n Jim Carlton,
NA
Chief Creative Officer
Carlton oversees the agency’s creative product and
vision. He joined Geometry
earlier this year from Arc
Worldwide, where he provided creative
leadership on all of the agency’s accounts.
n Justine
Greenwald,
Executive Creative
Director – Field &
Experiential
Greenwald has spent more
than 15 years as a creative
director in the ever-evolving world of
brand activation. She currently leads a
talented team of creatives in the development of equity-building ideas that drive
action to drive conversion.
n Carl
Hartman, NA Chief Executive
Officer
(See profile on page 6)
n Laura
Johnston,
Executive Creative
Director
In her role at Geometry
Global - Chicago, Johnston oversees the creative
product of the Kraft, Mondelez and Waste
Management accounts.
n Gail
Kay,
Managing Director
Kay has expertise in proactive problem-solving
utilizing a multidisciplinary
approach. With more than
27 years in brand activation, she brings
a unique understanding that helps link
brand and distribution channel insights
and shopper behaviors to deliver exceptional business results for clients.
n Scott
McCallum,
President, Shopper
Marketing –
North America
McCallum is an accomplished senior executive
with extensive client and agency experience building businesses at the customer
level. For the past five years, he has successfully spearheaded the agency’s
shopper marketing engagement across
Kimberly-Clark North America.
Pakurar, NA Chief
Strategic Officer
Pakurar oversees strategy
and planning teams across
all shopper practices, including retailer strategy,
digital shopper, CRM, experience design
and content strategy. His specialty is deep
integration, aligning disparate disciplines
to solve a common business problem.
n Soche
Picard, Executive
Vice President – Team
Unilever Shopper
Managing Director –
New York
Picard has 20-plus years of
experience creating holistic, innovative
and consolidated brand experiences for
consumers and shoppers. Prior to her
tenure, she has also held roles at McCann
Erickson Worldwide, TracyLocke and
Acosta Sales & Marketing.
n Carl
Preller, NA Chief
Performance Officer
Preller is responsible for the
agency’s data and analytics capability. Prior to joining Geometry, he spent
seven years at Kantar Retail and held key
roles at companies including L’Oreal and
Symphony Technology Group.
n Heidi
Schoeneck,
Executive Creative
Director
As the executive creative
director for WPP’s team
Unilever shopper team,
Schoeneck, has been inspiring people to
buy for nearly two decades with experience in shopper marketing, consumer
promotion, retail design, direct and
digital.
GREY
n Kelly
Babcock,
Creative Director
Babcock leads and develops creative for shopper
platforms.
10
n Karen
Barnaby,
Senior Vice President
Barnaby leads the Grey
Shopper Global and North
America businesses.
n Corey
Dobbs,
Account Supervisor
Dobbs manages and oversees the development of
Grey Shopper Global and
North America initiatives.
n Christine
Jacobson,
Director, Shopper
Strategy, Research
and Planning
Jacobson is the agency’s
analytical and imaginative
shopper strategy lead. Insights are her
business.
n Chris
Kulvik,
Retail Strategist
Kulvik leverages retailer
insights and processes to
achieve specific objectives
for clients.
n Joe
Lampertius,
Global CEO,
Shopper Marketing
Lampertius oversees the
agency’s Global Shopper Practice across four
regions, 30 offices and more than 500
professionals.
n Leigh
Temple,
Account Director
Temple leads the development and implementation
of shopper marketing in
global campaigns with a
passionate focus on integration.
n Peter
Viento, Executive
Creative Director
Viento is the global Shopper lead on P&G’s Gillette
and Venus.
n Rick
H
HARVEY
n Sue
Baile, Senior
Vice President, Brand
Integration Director
Baile oversees and directs
all agency integration of
P&G’s CoverGirl client services, traffic and production. She is responsible for all upstream strategic shopper collaborations as well as end-to-end
delivery with agency partners, suppliers
and customer teams.
n Kathy
Harvey,
Founder and President
Harvey launched her agency Harvey in 1986 with the
vision of bringing retail
brands to life. For the past
30 years, she and her team have helped
reinvent the way brands focus their marketing efforts, making Harvey one of the
industry’s fastest-growing agencies.
n Diane
Lonsdale,
Executive Vice President,
Chief Experience Officer
Lonsdale leads all account
management, account
planning and new business. She has led the acquisition of several
agency clients. She is also responsible for
business development, positioning and
brand communication.
n John
Makowski,
Senior Vice President
and Creative Director
Makowski directs and oversees all creative services
for the agency’s roster
of award-winning clients. He also leads
marketing and video-related services for
its new sister production company, Snack
Shop.
HMT ASSOCIATES
n Patti
Conti,
President & CEO
With more than 15 years
of experience in shopper
marketing, promotions
and experiential events,
Conti has built HMT with a commitment
to delivering innovative ideas while infusing efficiencies to deliver stellar results.
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 manages the
day-to-day shopper business for her clients and is
responsible for the development of insights-based strategies that
support engaging creative executions of
brand, scale and partnership initiatives.
n Michele
Huff,
Vice President,
Client Engagement
Huff has dedicated the last
nine years to delivering
strategically sound shopper marketing programs for clients such
as Kraft and Mondelez International. She
specializes in optimizing brand plans to
extend equity and deliver shopper solutions to regional retailers in an efficient
and effective way.
n Lisa
Norat, Vice
President, Client Service
After more than eight
years in the marketing department of the National
Basketball Association,
Norat took her “A” game to the CPG arena,
where she helped build long-term share
growth for some of America’s biggest
brands.
n Julie
Stephens,
Account Director
Stephens is a proactive
leader and excels in developing and managing
cross-functional teams to
create highly effective shopper marketing,
consumer promotion and partnership/
entertainment activation plans.
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 IN’s creative platform and managing the creative
services team.
n Todd
Engels,
Executive Vice President,
Managing Director
Engels leads client service
at IN Marketing and has
more than 25 years of experience building brands at leading shopper marketing and advertising agencies.
n Ken
Featherston,
Executive Vice President,
Agency Inspiration
In his current role, Featherston leads the planning
and creative teams, merging his background to inspire the teams to
create meaningful shopper connections.
n Elizabeth
Fogerty, Senior Vice
President, Strategic Planning &
Analytics
(See profile on page 22)
n Jill
Griffin, President
Griffin has led the evolution of IN Marketing from a
primarily shopper marketing practice to a leading
omnichannel agency over
the past eight years.
PURERED INTEGRATED MARKETING: MICHAEL MINASI, CEO
B
efore he moved to the agency side of the business, Michael
munication and content creation, driving efficiency in the marketing
Minasi spent nearly 30 years in retail marketing. As internaexecution process and being very instrumental in helping our parttional advertising director at Toys “R” Us, he was part of the
ners reach and connect with their shoppers,” he says.
team that launched the brand in Europe, Asia and the MidThe agency has a functional-based structure, but with its focus on
dle East. “Very challenging, but very rewarding,” he says of that time.
clients, PureRED’s most senior leaders interact with partners daily.
In his role as president of marketing at Safeway, he helped develop
“I think that is part of what makes us different,” he adds. Quality of
the Safeway Club loyalty program, the private-label portfolio of
creative work, responsiveness, resourcefulness and versatility are just
brands such as O Organics and a significant e-commerce business
a few of the ways to evaluate an agency’s performance, and for Minasi,
while also helping rebrand the retailer’s “Ingredients for Life” cam“it is always about whether or not your agency partner understands
paign. “But what I am most proud of is the team and organization
your needs, adapts to challenges and supports growth and business
we built,” he says. “Really leading the industry in terms of brand and
performance.”
shopper marketing.”
Switching to the agency side as chief executive officer of Atlanta-based PureRED Integrated Marketing “Messaging and emotional connections build
has been his biggest professional challenge. But as he
relationships and brands. It’s all about shopper
says, his years spent in retail help make the organization a “uniquely different agency.” He understands the
understanding, personalization, relevance and great
challenges PureRED’s retail clients face: growing share,
building shopper loyalty and differentiating brands. Yet,
content driving connections and motivating shoppers.”
where Minasi was previously focused on his brand’s
holistic value proposition, the emphasis now is on “comPhoto by David Caselli
12
PureRED realizing that it was in the
business of creating content and that it
was compelled to think beyond traditional
print and in-store executions was an important evolution. The agency, Minasi says,
is building its capabilities around content
creation and asset management and being
proficient at distributing to all marketing
channels in a seamless manner. “Think of
it as digitized content and assets ready for
any marketing or media platform to reach
shoppers,” he says.
That ability to produce, manage and distribute content into all consumer-marketing channels is where retail clients need
the most help. On the CPG side, clients
need help understanding retailers and retail complexity and speed of execution,
Minasi says.
He and his team take a broad view of
shopper marketing – any marketing activity that sits between promotional and
brand marketing. “Certainly shopper, but
focused and increasingly driven by data
and analytics. The executions are both instore and in digital media,” says Minasi.
“And getting more and more retailer-specific and driven.”
One concern he has when it comes to
shopper marketing is retailers embracing
their role in driving segment and personalized programs – using their loyalty card
and shopper data to partner with CPG
marketers at strategic levels. “I believe it
starts with empowering marketing and
shopper marketing within the retail leadership structure,” he says.
Looking to the future, he expects retailers to use data and insights to “refine and
transform the physical retail environment
and to maximize the traditional store in
the omnichannel world.” While he considers himself an omnichannel shopper,
Minasi also admits that he’s definitely
immediate-gratification-oriented and still
loves the retail shopping experience.
In five to 10 years, he does anticipate
shopper marketing being led equally by retailers and CPG companies and expects it
to be highly segmented and personalized.
While Minasi notes that technology and
digital media will empower that customization, he still believes “it’s the ‘message,’
not the ‘medium.’ Messaging and emotional connections build relationships and
brands. It’s all about shopper understanding, personalization, relevance and great
content driving connections and motivating shoppers to love your brand.”
n Michael
Harris,
Executive Vice
President, Strategy
& Development
With more than two decades of experience in
dozens of categories, working for manufacturers and retailers in both Europe and
the U.S., Harris brings a unique perspective to the art and science of shopper
marketing.
n Marc
n Lisa Klauser,
n Craig
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.
n Holly
Quinn, Executive Vice
President, Operations & Agency
Excellence
Quinn is a senior marketing leader with
more than 20 years’ experience in shopper marketing and retail strategy with
extensive experience in client relationship
development and operational excellence.
THE INTEGER GROUP
n Reyna
Alishio,
Executive Vice President
of Account Leadership
Alishio oversees account
leadership at Integer’s
headquarter office in Denver. She focuses on driving results and
leading clients into the future. Alishio has
more than 20 years’ experience working
on a variety of clients including P&G, Kellogg’s, Mars Inc. and MillerCoors.
n Ellen
Cook, President,
Dallas and Atlanta
Cook leads Integer’s Dallas
and Atlanta offices including the Dallas-based Integer Retail Arts Lab (RAL).
RAL is a retail-technology-focused think
tank where clients explore branding and
selling in physical and digital spaces.
13
Ducnuigeen,
President, International
Ducnuigeen leads Integer’s
network of 20 international
offices, overseeing business
development initiatives for
the global network. He is the “chief client
officer” for Integer’s P&G relationship, globally, and also serves as Omnicom’s global
leader for the holding company relationship with P&G.
Elston, Executive
Vice President,
Insight & Strategy
Elston oversees Integer’s
insight and strategy and
media teams. He works
with clients to provide key insights into
shopper behavior and purchase motivation to ultimately help clients turn shoppers into buyers.
n Frank
Maher, COO
and Group President,
Midwest
Maher leads operations
across the Integer network
as well as leading Integer’s
Des Moines, Iowa, office, overseeing client
relationships and growth in the Midwest.
He has 25 years of experience in the industry, including positions on both the
agency and client side.
n Morgan
McAlenney,
Executive Vice President,
Digitail
McAlenney leads Digitail
for Integer, which is defined as “the convergence
of digital and retail at the Intersection of
Branding and Selling.” He leads a team of
digital experts bringing real-time technology and digital retail executions to the
agency’s clients.
n Xan
McNelly,
Executive Vice President,
Chief Integration and
Strategy Officer
McNelly creates brand
and shopper experiences
across offline and online touchpoints.
She oversees a team of specialists in
digital, relationship marketing, PR, social
media, media and analytics, and leads the
insights and strategy department in Integer’s Des Moines, Iowa, office.
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 office, overseeing client work for Michelin, Pella Corp.,
Nationwide and BFGoodrich.
n Nicole
Souza,
Senior Vice President,
Network Business
Development
Souza leads network business development efforts
focused on growth across Integer’s U.S.
offices. She has a unique mix of business
development, account management,
and operations experience working
throughout her career with clients such
as Microsoft, Kellogg’s, British Airways and
Johnson & Johnson.
n Mike
Sweeney, CEO
Sweeney oversees the
management of multiple
agencies in the Integer
network that includes
more than 1,200 associates globally. He’s relentlessly focused on
the development of great people who
deliver world-class thinking and work for
Integer’s clients.
INTERACTIONS
n Kristen
Baird,
Senior Director,
Insights & Analytics
Baird oversees the corporate marketing services, delivering actionable insights
to its partners and enabling strategic decisions around how to engage and create
meaningful relationships with shoppers.
n Nicole
LeMaire,
Vice President of
Sales and Operations
LeMaire leads the experiential agency division.
Through in-store events,
sampling, mobile tours, guerilla marketing, street teams and other experiential
marketing tactics, her division showcases
retailers, private-label brands and CPGs
inside and outside of the retail space.
n Shari
n David
n Deborah
M
Robinson,
Vice President
Robinson is dedicated to
in-store demonstration
services for a major retail
account. She works closely
with multiple retailers and brands to enable their operations and growth strategies.
Williams,
Senior Director
Williams leads the sales
and operations teams
while managing key relationships within the retail
and CPG community.
L
LABSTORE GLOBAL
n Jon
Bird,
Managing Director
Based in New York, Bird
oversees Labstore in 24
locations across the globe.
Labstore is Y&R Group’s
worldwide retail and shopper marketing
network, and ultimately part of WPP.
LUNCHBOX
n Laura
Karmarkar,
Vice President,
General Manager
Karmarkar leads the Lunchbox LA office. Her career
spans shopper marketing
and brand strategy across agency, client
and retail in the U.S. and Asia Pacific. Her
passion is partnering with brands to create engaging content that drives conversion.
n Jay
Mathew,
Chief Operating Officer
Mathew has more than
20 years of experience in
shopper marketing and
brand management. He is
the leader of the Lunchbox and his teams
develop solutions that drive market disruption and business transformation.
14
Painter,
Vice President,
General Manager
Painter has a decade of
experience in global digital
leadership in brand and
shopper marketing. He believes forming a
true partnership with clients is the only way
to unlock success.
THE MARKETING ARM
n Babette
Bevan,
Senior Account Planner
With a passion for unearthing insights and a deep
understanding of shopper
behavior, Bevan works
with a range of clients to bring to life strategic and breakthrough ideas that inspire
action.
n Jay
Evans,
Account Director
With more than 13 years
of retail experience within
PepsiCo, Evans oversees
the development of breakthrough shopper marketing programs
that combine the emotional power of
iconic brands with insights into core
shopper behaviors.
n Kelly
Gloor, Senior
Account Director
Kicking off her career at
Toys “R” Us, Gloor truly
knows shopper marketing
from the inside out. She
has worked across many categories and
brands including Hershey, Dannon, Unilever’s Dove and, most recently, the NBTY
portfolio.
n Eli
Saldivar,
Digital Shopper
Strategy Director
Saldivar leads digital
shopper strategy for the
agency. His passion for
technology has made him a pioneer in
the digital shopper marketing space for
almost 10 years, building multifunctional
teams to support a variety of brands.
MARKETING LAB
n Sarah
Brooks,
Account Director
Brooks brings nearly 10
years of experience working with major CPG brands.
She’s worked across all
major retailers and a wide spectrum of categories, and brings extensive shopper marketing knowledge and insights into what
works best across major retailer accounts.
n Rich
Butwinick, Owner
Butwinick has more than
20 years of experience in
shopper marketing, retail
marketing and promotions
for leading manufacturers
such as P&G, Land O’ Lakes and Western
Union.
n Chris
Haas,
Creative Director
Haas joined the agency
in 2008 and has used the
previous decade’s experience in retail advertising to
form key partnerships with retailers.
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 Scott
Mueller,
Managing Director Mueller has more than
25 years of experience in
integrated marketing and
combines a highly developed strategic sense with a good grasp
of what works in the real world.
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.
MARKETING WERKS
n Holly
Meloy,
Senior Vice President,
Managing Director
Meloy leads the agency’s
CPG and retailer clients,
and brings 18 years
of experience in shopper marketing,
digital and retail activation, and product
launches.
n David
Newman,
Chief Insights Officer,
Crossmark
Newman joined Marketing
Werks’ parent company,
Crossmark, in September
2015. He helps drive strategy and value.
Prior to this role, he was responsible for
the sales strategy, category management,
shopper marketing and the sales finance
teams at Pharmavite and spent more than
16 years at PepsiCo.
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.
15
n Jake
Berry, Executive
Vice President, General
Manager and Health &
Wellness Group Lead
Having led several key
client relationships in the
past 15 years, Berry currently manages
the Campbell Soup Co., Pepperidge Farm
and Pfizer businesses. He also leads the
agency’s Health & Wellness Group.
n Ethan
Goodman,
Senior Vice President,
Shopper Experience
Goodman leads a team of
strategists, media planners
and designers in activating
best-in-class omnichannel (online and offline) experiences that engage shoppers
along the path to purchase and compel
them to buy clients’ products at retail.
n Greg
Iszler, Executive
Vice President,
Strategy & Insights
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,
Executive Vice President,
General Manager
A senior marketing executive with a proven track
record of outstanding business results, Joynt leads the Cargill, Chattem and Sun Products businesses.
n Steve
Nottingham,
Executive Vice President,
General Manager
Nottingham oversees the
Walmart and T-Mobile
businesses across the
entire network of The Mars Agency. Over
the last 14 years, he has worked across the
agency’s key commercial functions and
led many of the largest client engagements.
SAATCHI & SAATCHI X: JESSICA HENDRIX, President/CEO
J
essica Hendrix didn’t set out on a predetermined professional path. Instead,
she’s let her passion for problem-solving and building strong relationships
guide her career. This unplanned route has
taken Hendrix to her current position as
president/chief executive officer of Saatchi &
Saatchi X, USA. She took over the reigns last
year after Dina Howell retired.
Hendrix joined the company in 2007 and
served as senior vice president, account leadership, before being named president. She led
client partnerships out of the agency’s Northwest Arkansas offices and had oversight for
the largest portion of Saatchi & Saatchi X’s
business units including Procter & Gamble,
TracFone Wireless and Coca-Cola Co.
“While taking this role is a huge accomplishment, it’s also a huge challenge,” she
says. Not having been in a traditional managing director role before, she faced a bit of a
learning curve in running a business end to
end. “Learning new things and stretching outside of my comfort
zone has been fantastic for growth,” Hendrix adds. “Fortunately, I
have a great team that is a tremendous help on the journey.”
Those teammates, or “Xers” as they call themselves, are what
keeps her motivated. “Xers have a great attitude, a passion for
excellence, a penchant for curiosity and a fierce desire to create
transformative work that drives sales for our clients,” she says.
The transition after Howell’s retirement saw the agency move
from an office-by-office model with managing directors to a func-
tion-based organization with the purpose to
drive cross-office engagement and scale. Staff
has been added to the digital and media team
as Hendrix says this is an “important focus
for our agency and how we connect with
shoppers as we continue to grow.”
It was nine years ago, when Hendrix joined
Saatchi, that she first heard the term “shopper marketing.” At the time, Andy Murray
was leading the company and took the time
to meet with Hendrix and discuss the differences between shopper marketing and
above-the-line advertising and consumer
perceptions versus shopper behavior.
Howell’s appointment as CEO in 2010
brought her passion for the “First Moment
of Truth” from P&G and helped the agency’s
focus. “We define shopper marketing,” Hendrix says, “as any marketing effort, which
creates high-motivation, high-facilitation experiences for shoppers to change behavior
and lead to purchase.”
While the space is constantly evolving and the ways in which
to connect with shoppers changes frequently, Hendrix says what
remains steady is the way the agency approaches the work. Xers
believe that even in unemotional categories, shoppers want to connect emotionally and that their motivations are rooted in human
truths. If you understand shopper motivations, you can find ways
to connect and, thus, impact their behavior to drive purchase. “The
places we impact behavior will always change,” she says, “but our
approach is foundational and always drives back to emotion. As
Photos by Joshua Duke
16
n Allan
“Shoppers don’t think
of shopping in a single
dimension. They see it as
an ecosystem, and they
expect retailers to make it
easy for them to connect
the dots.”
we watch the space evolve, it’s easy to get
caught up in the next shiny object. We
have to stay the course, even when the
tactics change.”
And while she recognizes big data as
important, she notes it shouldn’t be used
exclusively to drive decisions on how to
connect with shoppers. “In some ways,
we are losing our ability to also leverage
our gut in decision-making,” Hendrix
says. “We must remember human truths
and emotion impact shopper behavior
and can pair well with the data available.”
Continuing to grow at the speed of clients’ growth and keeping great talent are
challenges, but Hendrix says Saatchi &
Saatchi X has been fortunate to have low
attrition rates. “We have a great culture
and experience – all while doing great
work. We have to continue to create the
unique environment that keeps top talent
interested and engaged.”
When it comes to evaluating an agency’s performance, she says ROI is only
one factor to consider. There’s also Return
on Relationship (ROR) and the ability to
scale over time plus the fact that longterm relationships can help create efficiencies by the agency having a deeper
understanding of processes and systems.
Looking ahead, Hendrix expects physical stores to still play a role for shoppers
but says retailers must flex to shoppers’
needs. There will be times they want to
browse and times they want to pre-order
and pick up. “It must feel like an ‘and’ to
the e-comm and mobile shopping experiences,” she explains. “Shoppers don’t
think of shopping in a single dimension. They see it as an ecosystem, which
works together, and they expect retailers
to make it easy for them to connect the
dots.”
Peretz,
Senior Vice President,
General Manager
Retail Marketing Group
Peretz leads a team of
expert shopper marketing
practitioners focused on building brand
experiences at key retailers. His team
spans the U.S., including Minneapolis,
Chicago, Oakland and Cincinnati.
n Rob
Rivenburgh,
CEO North America
With 25 years of experience in shopper and
consumer marketing,
Rivenburgh leads an international agency network that consistently
delivers engaging and impactful brand
experiences for its Fortune 500 client
portfolio.
n Jeff
Stocker,
Chief Creative Officer
Stocker is charged with
overseeing all of The
Mars Agency’s creative
leadership teams. Highly
knowledgeable in the arena of shopper
and consumer marketing, he excels at
identifying winning strategies and fostering brilliant creative achievements that
motivate people to buy.
n Elise
Wilfinger,
Executive Vice President,
Corporate Strategy &
Brand Officer
Wilfinger has more than 20
years of ROI-driven strategy, integrated marketing, digital and CRM
experience. She oversees corporate strategy, corporate marketing, business development and branding for the agency.
MATCH MARKETING GROUP
n Liz
Crawford, Senior
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.
17
n Michael
Dill, President
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, 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 Clare
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 Match
Marketing’s client base. MOMENTUM WORLDWIDE
n Shaun
Brown, Senior
Vice President, CPG &
Digital Shopper Lead
Brown leads Momentum’s
CPG client teams and the
agency’s digital shopper
marketing. He has more than 20 years of
experience leading shopper strategies
and customer marketing activations.
n Patty
Chandler,
Vice President, Director,
Business Leadership
Chandler leverages more
than 25 years of leadership
and integrated marketing
expertise to deliver compelling strategy,
execution and growth to the New York
Lottery’s retail and shopper experience.
n Julie
Clark,
Creative Director
With more than 15 years of
experience, Clark collaborates on shaping strategy
and leads the creative
development for shopper marketing programs for key brand initiatives.
n Jeff
Gould,
Vice President,
Creative Director
With more than 18 years
of CPG experience, Gould
leverages a broad range of
expertise to lead his team and provides
strategic planning and creative solutions
that are relevant across the total shopper
journey.
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. With 10-plus years of market
and academic research experience, she
has helped pioneer the creation of Momentum’s consumer shopper integration
toolset.
n Laura
Moser, Senior
Vice President, Retail
and Shopper Marketing
Practice Lead, NA
Moser is responsible for
leading and further building the agency’s retail and shopper marketing practice across all North American
retail and clients.
n Jennifer
Olliges, Vice
President, Director of
Business Leadership
Olliges brings more than
15 years of CPG experience
in the areas of strategic
planning, shopper marketing and consumer promotions. She is a key member
of the agency’s global shopper marketing
practice group.
n Glen
Peden,
Vice President, Group
Creative Director
With more than 20 years’
experience, Peden has led
creative leadership and
strategy for clients such as Unilever, Bayer
Consumer Care and Deutsch brands. He
infuses creative thinking with strategy, tapping into unique insights alongside core
truths to develop innovative campaigns.
n Donnalyn
Smith,
President, NA
Smith leads the company’s
North American region and
more than 900 talented
employees. Under her leadership, the agency has seen double-digit
growth, brought in high-profile creative
and business leadership talent, developed
unique analytics tools, and commissioned
research to define purchase drivers and
brand love.
n Adrian
Velazquez,
Vice President,
Shopper Strategy
Velazquez is lead shopper
strategist. An accomplished
consultant in shopper marketing strategy and commercial capability
building, he is known for instilling his passion for business analytics into all aspects
of sales and marketing – from strategy to
execution.
MOSAIC SHOPPER
n Paul
Ballew, Senior
Vice President, Client
Growth Strategy,
Mosaic Shopper
Ballew leads services integration for the agency.
As a 20-year veteran marketing and sales
strategist, he has extensive experience
guiding clients through the complexities
of the retail landscape.
n Cora
Brady, Vice
President, Strategy
& Client Service,
Mosaic Digital
Brady leads the digital
services for Mosaic North
America. She helps brands and retailers navigate the rapidly changing retail
landscape with digital shopper marketing solutions that are designed to drive
purchase.
n Kristen
Buss,
Vice President,
Mosaic Shopper
Buss leads the agency’s
strategic planning. With
more than 18 years of
marketing experience in communication
planning, research, analytics and behavioral observation, she brings a unique
vision and innovative practices to the
agency.
n Matthew
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.
18
Diamond,
Senior Vice President,
Mosaic Canada
Diamond has a wealth of
knowledge garnered on
the client and agency side
in his near two decades of experience.
He oversees the entire consumer goods
portfolio.
n James
Fraser,
General Manager,
Mosaic Shopper U.S.
Fraser leads the strategic
direction of the U.S. business. With more than 19
years of experience, he is a pioneer in the
retail and shopper marketing industry,
and was 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
Grenier leads all North
American retail marketing
agency services within Mosaic. With 21
years’ experience in the industry, he counsels marketers on how to combat the
growing erosion of traditional forms of
mass media to reach consumers through
nontraditional mediums.
n Susan
James, Vice
President Client Service,
Mosaic Shopper North
America
James is a proven resultsoriented integrated thinker
who looks for transformative ways to
solve big client challenges. She has
played a key role in the development of
Mosaic’s proprietary Purchase Design insights & strategy model.
n Jason
Katz, Executive
Vice President, Head of
Digital, Mosaic
Katz leads digital, social
and mobile marketing,
helping clients effectively
capitalize on new media by developing
best-in-class, insights-driven, accountable
digital solutions that influence purchase.
n Warren
Paisley,
Vice President,
Mosaic Canada
Paisley challenges the
norm and digs deep into
the business rationale
behind client objectives, shaping the strategic direction for many of their most successful programs. He currently leads the
Canadian Anheuser-Busch business.
n Sheri
Pearson, Vice
President, Retail Insights
& Strategy, Mosaic
Shopper Canada
Pearson is the strategic
lead for shopper marketing, innovation planning, shopper
insights and promotions for all Mosaic
clients, including Johnson & Johnson
and Samsung.
n Alicia
N
(Lish) Smestad,
Executive Vice President,
Senior Group
Director/President
Smestad leads data-driven
digital innovation and
measurement, along with strategic business opportunities for clients.
NSIGHT CONNECT
n Jennifer
Butcher,
Vice President,
Account Director
Butcher leads the Los Angeles office and has more
than 15 years of strategic
marketing experience across disciplines
including brand development, public
relations, national consumer promotions,
digital and shopper marketing.
P
PURERED INTEGRATED MARKETING
n Matt
Champion,
Senior Vice President
of Strategy and
Business Development
Joining the agency in September 2015, Champion
leads PureRED’s business development
and sales function. He is responsible for
its strategic focus, product development
and creating the marketing focus and
strategies that help to further differentiate
the agency.
n Adam
Celing,
Creative Director
Celing leads Nsight’s creative team in Minneapolis.
He has years of experience
developing strategic creative solutions for brands across multiple
retail channels for a diverse set of clients.
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, to help deliver unique and
differentiated solutions to clients.
n Bill
Flanagan,
Vice President,
Client Services
With more than 15 years’
experience,
Flanagan manages key
client engagements out of Westport, and
delivers integrated marketing solutions
across the full purchase continuum.
n Kristi
Schon,
Vice President,
Client Services
Schon leads several large
client engagements out
of Minneapolis, where her
drive for constant innovation has sharpened the company’s practices and approaches across core shopper, digital and
promotions disciplines.
19
n Michael
Minasi, CEO
(See profile on page 12)
R
RED FUSE COMMUNICATIONS
n Kateri
Benoit,
Global Director of
eCommerce/eShopper
Benoit leads e-commerce
and digital shopper marketing efforts globally at
WPP’s Red Fuse, a “team agency” that
creates integrated communications for
Colgate-Palmolive’s brands.
n Patrick
Daly,
Regional Creative
Director, Shopper
Communications, Asia
Based in Hong Kong, Daly
is responsible for Red
Fuse’s shopper creative across the entire
Asia region.
n Rodger
DiPasca,
Global Managing
Director, Shopper
Communications
DiPasca leads all worldwide shopper communications for Red Fuse.
n Teigan
Henry, Regional
Supervisor, Shopper
Communications;
Latin America
Henry is responsible for
shopper marketing communications throughout Latin America,
liaising with a network of various WPPowned agency offices.
McNair, Creative
Director, Shopper
Communications;
North America
McNair ensures seamless
integration of shopper
creative with consumer marketing channels such as advertising, social media and
public relations.
n Nate
Carney,
Senior Vice President,
Business Innovations
Carney has more than 10
years of brand marketing
experience and currently
leads digital shopper, omnichannel and ecommerce across several CPG companies
for Rockfish, including Kimberly-Clark and
Coca-Cola.
n Darcy
Turner, Regional
Director, Shopper
Communications,
Europe
Turner oversees Red Fuse’s
shopper marketing efforts
throughout Europe.
n Michael
Stich, Chief
Innovation Officer
Stich leads the P&L, business innovations and technology teams at Rockfish.
As the executive sponsor
of clients such as General Mills, Unilever
and Mars Inc., he oversees teams that
deliver innovative shopper programs and
results.
n Becky
ROCKFISH
n Anthony
Acerra,
Director Digital
Strategy
Acerra creates relevant,
omnichannel shopper
experiences that drive
category growth. He’s shaped and led
digital shopper strategy and innovation
for companies including P&G, Unilever
and Kroger.
n Bill
Akins, Senior Vice
President, Business
Innovations
Akins has 20 years of experience working with CPG
companies like General
Mills, applying big data and digital shopper marketing solutions, as well as with
retailers directly – including leading teams
that build mobile retail apps for Walmart
and Sam’s Club.
n Jessica
Hendrix, President & CEO
(See profile on page 16)
n Ted
Monnin, Group
Creative Director
Monnin leads the creative
team out of the Cincinnati
office and has helped transform food photography
along with inspiring and engaging in-store
experiences.
SHOPPER 2 BUYER
n Jill
DeLelle, Director
DeLelle leads the agency’s
path to purchase multichannel media planning,
driving results at the point
of sale.
n Dominic
S
SAATCHI & SAATCHI X
n Mauriahh
Beezley,
Group Creative Director
Leading the creative team
out of Northwest Arkansas,
Beezley inspires clients and
employees alike with her
enthusiasm for world-class creative ideas.
n Jim
Cartwright,
Chief Operating Officer
Cartwright partners with
each agency function to
drive operational excellence while also driving
a strong culture and team environment
through random acts of joy.
n Chance
Chapman,
Vice President,
Digital & Media
Chapman’s entrepreneurial
spirit and his desire to drive
behavior change where
and how it matters to shoppers most is
helping change the landscape for shoppers – one click and tap at a time.
n Ellis
Collins,
Senior Vice President,
Production Services
Collins leads the production group to ensure
on-time and on-budget
executions, which embody the idea of
“Nothing Is Impossible.”
20
Forte,
Associate Director
Forte plans and executes
all shopper communications with a strong focus
on e-commerce.
n Ann
McGrath,
Group Director
McGrath leads S2B, a
communications agency,
which creates and optimizes media plans that drive
improved ROI and sales.
n Fatima
Winfrey,
Director
Winfrey heads up the instore paid media team,
creating strong supplier
partnerships, optimal pricing and results analytics.
SHOPTOLOGY
n Charlie
Anderson,
CEO
Anderson has more than
17 years of shopper marketing experience and has
led teams in marketing top
brands, including P&G, PepsiCo, Walmart
and Kroger. His team is focused on building ideas that bond and create organic
capabilities around where shopping is
headed.
n Dino
de Leon,
Senior Vice President,
Head of Creative
De Leon and his team
combine ideas and design
to make the shopper/user
experience easy, appealing and satisfying
for some of the world’s biggest brands
and retailers.
n Ken
Madden,
Senior Vice President,
Head of Engagement
Madden has more than
15 years of experience in
digital marketing, analytics and strategy. He and his team design
and build connected, effective shopper
engagements that influence shoppers all
along the shopper journey.
n Julie
Quick, Senior Vice President,
Head of Insights & Strategy
(See profile on page 2)
n Jennifer
Tinker,
Group Account Director
Tinker leads strategic agency partnerships with clients like Walmart, PepsiCo,
Dean Foods and others.
T
THEORY HOUSE
n Jim
Cusson, President
Cusson leads the retail
marketing agency that
supports midsize retailers
and brands such as Food
Lion, The Fresh Market and
Liquid Wrench with branding, in-store
design and activation.
n Christopher
Durham,
Vice President of
Retail Brands
Durham publishes My
Private Brand, a website
focused on the private
brand industry and is an author of several
books on the subject. He brings close to
20 years of real-world retail experience to
Theory House.
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,
Senior Managing
Director, Innovation
& Retail Technology
With a digital background
spanning 15 years, Almagro leads TPN’s retail technologies
practice out of Austin, Texas, cultivating
partnerships, tools and capabilities across
platforms to deliver connected experiences and retail solutions for its clients.
n Sarah
Cunningham,
Senior Managing
Director, Client Service
& Development
An industry veteran,
Cunningham leads the
TPN Chicago office, and is responsible
for overseeing both manufacturer and
retailer clients. Her knack for building strategic solutions and cross-functional teams
helps major brands deliver omnichannel
programs that deliver innovative shopper
experiences.
n Deb
Friedland,
Managing Director,
Planning & Perspectives
Friedland’s passion for
understanding the dynamics of commerce through
the lens of the customer journey helps to
drive TPN’s global insights and strategy
team.
n Colleen
Kelly,
Vice President,
Planning & Perspectives
With more than 10 years
of marketing experience,
Kelly is passionate for creating strategies that build brands. She is
driven to deliver experiences that excite
consumers and convince shoppers to
make the buy happen.
21
n Amy
Lanzi,
Managing Director
Lanzi leads TPN’s New York
office and oversees several
of the agency’s retail marketing client businesses.
n John
Meyer,
Managing Director
Meyer leads TPN’s growing Bentonville team
and office, specializing in
Walmart and Sam’s Club
business strategy and retail activation for
clients including Sam’s Club, 3M and The
Clorox Co.
n Christy
O’Pella, Senior
Managing Director,
Client Service &
Development
O’Pella leads TPN’s Dallas
office and several of its
largest client businesses.
n Chris
Rueckert,
Group Account Director
Rueckert’s 10-plus years of
retail and shopper marketing experience enable her
to think strategically when
confronted with challenges from clients.
n Joe
Scartz,
Managing Director,
Digital Commerce
and Integration
New to TPN but not to
marketing, Scartz is focused on building a digital commerce
practice to enable the agency’s clients to
stay ahead of the quickly evolving digital
curve.
n Nancy
Shamberg,
Managing Director,
Shopper Marketing
Shamberg is responsible
for the agency’s shopper
marketing practice and
leads TPN’s San Francisco office.
IN MARKETING SERVICES: ELIZABETH FOGERTY, SVP,
STRATEGIC PLANNING AND ANALYTICS
hen Elizabeth Fogerty came to IN Marketing Services about a decade ago, she brought two decades of wide-ranging experience in
marketing, promotion and advertising. She began her career helping
to launch the successful coupon machines at ActMedia and moved
onward and upward from there. “I’m very proud of how I built a
career that was very well-rounded,” she says.
When Fogerty joined IN Marketing, the data team was a very
small group that used IRI and Nielsen data and was focused entirely
on one account, Unilever. Since then, the company has had doubledigit growth year over year, revenue has quadrupled and the strategic
planning and analytics department has grown to 13 people and
incorporated a marketing viewpoint.
“On the analytics side, it’s a huge hurdle to prove out in shopper
marketing – does it work? And the truth is, it does,” she says. During
the past couple of years, the team has gotten “aggressive in building
proprietary tools that have allowed us to be more predictive and
measure with greater granularity.”
The growth and diversification of the agency has brought challenges, such as finding talented people who understand retail and
shopper marketing, Fogerty says. “We grow, grow, grow and sometimes we can’t even keep up with our own growth. It’s not a mature
industry yet. We’re still seeing a lot of people entering it and trying
to figure out what it is.”
Shopper marketers face lingering perceptions that their work is
still a trade, or “trade plus,” as Fogerty puts it. “It’s the conundrum of
trade and really being able to drive the distinction in a sales-driven
organization,” she says. “And then the measurement piece, really being able to prove this hard financial ROI with clarity and ease. There’s
still some work to be done in that space.”
IN Marketing defines shopper marketing as branded experiences
“[Shopper marketers] are still behind the
curve [with mobile]. We were lapped before,
and now we’re maybe half a lap behind.”
built around the path to purchase, using insights to build stimuli
through different types of media to affect behavior and drive purchase, Fogerty says. “Our job is to make easier, more meaningful,
solutions for the brands we’re promoting. It’s about really understanding the motivation shoppers need to make choices.”
The company has grown both organically and through acquisition,
expanding its scope of service with additional disciplines and building out into a full-service organization, Fogerty says. “People compare
us to larger holding companies. That has been a very distinct and
deliberate approach in the past year. … It’s about building great, scalable processes and becoming more agile. Digital capabilities, mobile
Photo by Steve Hockstein
22
n Sarah
TRACYLOCKE
n Mike
capabilities – whatever we need to fill gaps,
we will grow or buy.”
IN Marketing works in cross-functional
teams with a creative director, business
leader, planning leader and traditional
supports built around individual clients
in a dedicated way, Fogerty says. Very few
people work across multiple clients. “We
are wholly focused on dedicated bodies
to client businesses,” she says. “It’s operations, finance, creative and accounting all
in one pot, if you will.”
The agency’s clients span a wide range of
sophistication, from some who “really understand what shopper is, and how they’re
activating against it” to others with siloed
structures who “still need proof in the
pudding, with brands who still talk about
building household penetration, which is a
wonderful goal,” she says. “[With] shopper
marketing, we’re closer to the sale. Articulating that within some CPG companies
is difficult. And retailers don’t move fast
enough; they still don’t have connectivity in
their organization where they bring buyers
and marketers together.”
In addition to financial goals, clients
should evaluate the performance of agencies like IN Marketing through partnership
and how embedded the agency becomes
in their business, as well as willingness to
innovate and change, Fogerty says. “We’re
providing stewardship and leadership so
they can feel confident they can be a strong
voice and have the confidence to win in
their own organization,” she says. “If we
can empower them, we should be graded
on that.”
Going into the future, Fogerty does not
foresee physical stores going away but does
think retailers will need to take better advantage of the online world, personalizing
their offerings by community. “If larger
chains could think more locally, they could
win,” she says. “It’s really about having the
assortments and products that shoppers
need. Stores may still be too big to be able
to service that kind of model.”
Shopper marketers at retailers and CPG
companies need to stop playing catch-up
on technology and be more on the leading
edge, Fogerty believes, although she does
see progress. “We have yet to tap into the
power of mobile. We’re still behind the
curve. We were lapped before, and now
we’re maybe half a lap behind.”
Bartlett,
Managing Partner
Bartlett currently oversees
the PepsiCo business at
TracyLocke, which includes
brand, shopper marketing,
foodservice and field marketing teams.
n Hugh
Boyle,
Chief Executive Officer
In less than 18 months,
Boyle has grown TracyLocke’s global footprint
from 280 employees to
more than 500 employees.
n Sabrina
Diez,
Creative Director
Diez has worked on
multiple divisions of TracyLocke’s Pepsi business,
Starbucks and First Data.
She recently helped launch the new
TracyLocke Chicago office and now plays
a leadership role on the SC Johnson account.
n Mary Kotyuk, Strategy
Director, Digital Shopper
Marketing
With more than 13 years
of promotional and digital
experience, Kotyuk is responsible for leading retail activation planning and digital shopper marketing initiatives for key clients such as SC Johnson and
Pepsi, in addition to growing the agency’s
digital and e-commerce shopper marketing capabilities.
n Mike
Lovegrove,
President and Chief
Creative Officer
Lovegrove is the architect
of TracyLocke’s “Buy Design” methodology used
by PepsiCo, Samsung, SC Johnson and
Pizza Hut, among others.
n Tyler
Murray,
Chief Strategy Officer
Murray has worked with
innovative thought-leaders
on accounts such as PepsiCo, SC Johnson, P&G and
others.
23
Walker-Hall,
Group Planning
Director
Walker-Hall, an avid student of consumer psychology, has worked on some
of America’s most iconic brands like Levi’s,
T-Mobile and SC Johnson.
TWINOAKS
n Brianne
Brannan,
Vice President,
Client Leadership
Brannan has nearly 12
years’ experience in shopper marketing supporting
top global brands across various categories and retailers, including Elmer’s, Lavazza, Treasury Wine Estates and P&G.
n Cameron Clement,
Vice President, Executive
Creative Director
Clement has 25 years of
experience in shopper
marketing, brand development and product launch for leading
brands and CPG companies.
n Steve
DeVore,
President
DeVore has spent almost
two decades on the
agency side with a majority of that time in shopper.
In 2011, he partnered with Ken Barnett to
launch Twinoaks.
n Tracie
McKee,
Vice President,
Client Leadership
With a nearly 20-year
marketing ca reer that
has spanned a variety of
categories, McKee leads the agency’s
Beiersdorf business, overseeing shopper
marketing efforts for the Nivea, Aquaphor
and Eucerin brands.
n Maureen
O’Hare,
Vice President,
New Business
With more than 15 years’
experience in shopper
marketing on both the client and agency side, O’Hare is responsible
for the agency’s business development
opportunities.
n Jason
Stewart,
Group Creative Director
With more than 10 years
of experience in shopper
marketing, Stewart is an
award-winning creative
director who has led creative strategy and
design for some of the biggest brands
and greatest clients.
TWO WEST
n Nicole
Turner,
Managing Director,
Retail Communications
Brick-and-mortar,
e-commerce or oneoff events, Turner helps
brands capture, captivate and convert
shoppers through meaningful and memorable engagement at every stage of the
shopper’s journey.
n Ethan
Whitehill,
CEO & Strategist
From shopper psychology
and experiential design to
brand strategy and activation, Whitehill has yet to
cross a realm of retail territory that is unfamiliar, ensuring customer experiences and
expressions are relevant, relational and
provide return.
n Mark
Lopez, Chief
Innovation Officer
From online crossover and
mobile apps to interactive
in-store content and tech
integration, Lopez ensures
technology always drives return for the
brand while being relevant to the shopper.
n Angela
Potts,
Managing Director,
Brand Localization
Potts leads the Two West
Brand Localization team,
leveraging big data to
translate national shopper campaigns into
relevant and relational touchpoints on a
hyper-local level: at home, on the go and
in-store.
n Steve
Spencer,
Chief Creative Officer
Spencer hones the experiences and expressions of a
shopper’s journey to combat decision fatigue and
increase decision simplicity, purchases
and loyalty – creating deep retail engagement.
U
n Lionel
Knight, Senior
Vice President, Planning
Knight heads up Upshot’s
research and planning efforts, focusing on using
innovative techniques to
pinpoint insights that inspire programs
and ultimately shoppers.
n Brian
Kristofek,
President & CEO
Kristofek is actively involved in growing Upshot’s shopper capabilities,
including continued media
innovation along the digitally enabled
path to purchase. He is partnering with
Scotts Miracle-Gro to build a more robust
shopper capability and help revolutionize the home improvement channel for
home and garden.
n Brian
UPSHOT
n Neil
Helsper,
Creative Director
Helsper leads creative
direction for ACH Foods,
Kraft and Scotts MiracleGro shopper marketing
efforts. He recently helped Scotts MiracleGro sell in custom retail programs that
engage with Millennial shoppers.
n Lisa
Hurst,
Senior Vice President,
Account Management
Hurst spearheads the
agency’s shopper marketing, bringing expertise
and thought-leadership around shopper
insights, strategies and experiences.
Priest,
Senior Vice President,
Creative Services
With more than 25 years of
experience in branding, retail design and consumer/
shopper marketing, Priest is able to develop seamless and dynamic engagement
through the entire path to purchase.
n Mary
Van De Walle,
Vice President, Planning
Van De Walle believes the
secret to great shopper
marketing lies in understanding the omnipresent
shopper’s motivations, expectations and
behaviors. She is currently helping ACH
Foods activate relevant food and ingredient stories along the entire digital path to
purchase.
©Copyright 2016. Path to Purchase Institute, Inc., Chicago, Illinois U.S.A. All rights reserved under both international and Pan-American copyright conventions. No reproduction of
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