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As seen in 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. 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