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IN SHOPPER MARKETING AGENCIES

Our sixth annual report recognizes more than 300 dedicated, passionate agency executives whose creative, intelligent work is not only helping brand and retailer clients achieve success but pushing the discipline of shopper marketing to new heights.

UPSHOT: BRIAN KRISTOFEK, President and CEO

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Photo by Brian Morrison

merce and integrated programs,” he says. “Organizational readiness is a big enabler – or deterrent – to getting stuff done.” Upshot works with brands to make sure they balance tactical and creative goals while gearing up for the omnichannel world, Kristofek says. Some have “too many legacy, structured silos that are not built for that integrated world,” he says. Upshot restructured internally a couple of years ago to ensure it provides an integrated set of services encompassing social, mobile, digital and in-store, with custom teams that focus on one client – or sometimes clusters of clients with similar scopes of work, Kristofek says. “Our promise, if you will, is to deliver ideas the way people experience the world, which is seamlessly,” he says. “Departments are seams. We try to eliminate those.” Clients of Upshot range from category leaders like Scott’s MiracleGro that are looking at aisle or total store reinvention; to fairly sophisticated brands that want to engage in joint business planning and a fully integrated campaign; and those that are more executional in their goals and requests, Kristofek says. “Across all three, e-commerce is on everybody’s mind.” Kristofek believes that clients should evaluate their agencies’ performance on both qualitative and quantitative fronts. The qualitative side should include questions like whether you like working with the agency and its people on a personal level, whether it’s easy to get to the answers you need, and how creative the partnership proves to be. “The easier side is the quantitative measurements: Are we driving more sales, is there payout or ROI?” Kristofek says. “It’s got to be balanced.” Going into the future, Kristofek sees retail stores continuing to play an important role but like many in the industry, he imagines them being less about transactions and more about experiences. “People care about retailers and their place in the community – that’s why you see players like Amazon opening a physical store,” Kristofek says. “Transactions and sales will continue to shift online, but retail will continue to a brand’s pinnacle experience.”

s president and chief executive officer of Upshot, Brian Kristofek says he tries to balance three goals: doing great work, being a great place to work, and running a great business. He believes the shopper marketing agency has achieved that balance. “We’ve won a ton of creative awards, we’ve been named a top workplace, and we’ve got a healthy margin,” Kristofek says. Kristofek arrived at Upshot in 1996 after stints at ad agencies in Chicago and St. Louis, and then a period on the client side at Anheuser-Busch, where he worked on the Michelob brand and hired Upshot when the company launched – and when it primarily focused on consumer promotions. “Today, we’re a full-service agency,” he says. “The combination of trying to keep up with changing consumer behavior and expectations has been a constant challenge. We’ve got everything from digital and social, to media buying and planning, to a retail design group. … We’re very proud of being able to have a world-class client [roster] – they’re all great brands, and it’s very diversified.” Kristofek has essentially held the same title for more than 15 years, but his role continues to evolve with the agency’s changes, the most recent of which was a sale to consumer marketing agency Advantage Solutions, which is based in Chicago like Upshot. “That’s yet the next chapter – a whole new world, much bigger capabilities and different agency partners,” he says. “The possibilities that brings Upshot and its clients makes me even more motivated.” The term “shopper marketing” first entered Kristofek’s lexicon in the late 1990s when Upshot had the good fortune to work with path-to-purchase pioneer Procter & Gamble. “They do such a great job of simplifying a very impactful thought, which is, ‘OK, we’ve been doing it this way, and now we’re going to focus on the shopper in this mode,’ and spreading it through their organization, and their retail customers,” Kristofek says. The shopper marketing services that Upshot provides vary based on a client’s sophistication, budget and organizational readiness, Kristofek says. “Our range of services in the shopper marketing space starts with insights, and we do aisle reinvention, omnichannel com2

ICON KEY Institute member

A ADVANTAGE MARKETING PARTNERS Jill Griffin, President Griffin previously led the evolution of IN Marketing from a primarily shopper marketing practice to a leading omnichannel agency over the past eight years. With a background in advertising and technology and experience in retail, brand licensing, and B2B strategy, she has the expertise and talent to support brand objectives and drive sales. Michael Harris, Executive Vice President, Strategy & Development Harris is a trained economist and established marketing veteran. Throughout his extensive experience in the industry, he’s created award-winning programs that grow clients’ business. After starting his own agency specializing in brand-building and sales, he went on to lead Marketing Drive, resulting in the agency’s most productive years.

ANTHEM 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. Doug Stone, Vice President, Development With a 30-plus-year career leading award-winning brand and shopper agency teams for international marketers, Stone leverages Anthem’s global shopper resources to help the agency engage with and build sales for clients.

ARC WORLDWIDE Brad Black, Executive Vice President, Global Account Director and Business Development Lead Black leads the business responsibilities across several diversified, omnichannel marketing enterprises: CocaCola North America & Global, Alcon OTC Vision Care, and Kraft Heinz. In addition, he serves as a lead member of the business development team. Jenny Cacioppo, Executive Vice President, Business Director Cacioppo oversees a portfolio of businesses including Walmart, MillerCoors and Intel and leads key growth initiatives for the agency. With a strong background in brand, retail/CX/shopper, digital and activation, she is focused on driving highfunctioning teams to deliver innovative strategies, great work and meaningful business impact. Chris Cancilla, North American Chief Creative Officer Cancilla is responsible for elevating the creative product across all client businesses. With deep, integrated experience across a wide range of agencies and disciplines, he is most inspired by the challenge of creating connected experiences that change the way people shop and interact with brands. April Carlisle, 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. She is currently focused on the P&G, Coca-Cola, Kellogg’s and 3M businesses.

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Chris Emery, Senior Vice President, Account Director With 20 years under his belt, Emery currently works with MillerCoors, helping bridge the gap between consumers and shoppers. He specializes in strategic and creative thinking, and has seasoned experience in areas such as integrated branding, promotion & activation and shopper marketing. Elizabeth Harris, Executive Vice President, Strategy Director Harris directs insights and strategy for brands such as MillerCoors, Intel and Kraft Heinz. She has 25-plus years of experience in marketing, with a sharp specialization on retail, shopper marketing and brand strategy/insights. Nick Jones, Executive Vice President, Innovation & Growth Jones leads innovation & growth and brings best practices and new technologies to Arc’s teams and their clients. He has more than 25 years of expertise in all aspects of marketing – TV, print, direct, experiential, promo & activation, shopper marketing and omnichannel. Richard Pieczynski, Senior Vice President, Account Director For more than 25 years, Pieczynski has helped lead the day-to-day business for such clients as United Airlines, Whirlpool and currently Walmart. His leadership and team orientation is focused on creativity, actionable insights and passionate delivery of shopper-centric, behavior-changing integrated marketing solutions. Bob Raidt, CEO, Arc Worldwide Raidt lends his 29 years of expertise to all of Arc’s clients. He led Leo Burnett’s McDonald’s global account during McDonald’s unprecedented global growth from 2004-2012, then led Leo Burnett’s global Samsung account prior to taking on a leadership role at Arc. He is a passionate and effective champion of creativity as a business solution for shopper marketing.

Karuna Rawal, President, Arc U.S. & Chief Strategy Officer, Arc Worldwide Rawal brings more than 20 years of experience in brand management and shopper marketing across the CPG, retail and healthcare industries. Her contributions to agency intellectual property have helped elevate the agency’s reputation in the shopper discipline. She is one of the masterminds behind the groundbreaking “#LikeAGirl” campaign for P&G Always.

A.W. BRAVIS 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. 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 its clients.

AVID MARKETING GROUP Mike DeMato, Vice President, Client Services DeMato brings more than 20 years of shopper marketing and brand-building experience, leading the account services team at AMG. His core expertise revolves around crafting strategy and execution direction for successful prestore and in-store programming.

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. 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. Ken Krupa, Director of Analytics Krupa leads AMG’s analytics team and is responsible for evaluating program performance to identify key insights and provide client strategy recommendations for more informed, effective and efficient shopper marketing promotions. Chris Moran, Design Director Moran leads AMG’s design team in developing and producing print and digital activation solutions for its clients, helping Avid’s customers win the retail battle.

B BARD ADVERTISING Barb Stabno, Founder and President Stabno is responsible for the overall management of the agency and leads the strategic team. She oversees Connect1-1, a print-at-home coupon platform which allows partnering agencies complete control to build and manage coupons with access to real-time data across both social and display media.

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BLUE CHIP MARKETING WORLDWIDE Elizabeth Bleser, Vice President, Digital Strategy Bleser oversees digital strategy for shopper marketing for P&G’s food channel as well as B&G Foods, McCormick and Helen of Troy. Lowell Cantor, Chief Operating Officer Cantor has 25 years of shopper and grocery experience and oversees operations, human resources, finance and media. Larry Deutsch, Executive Vice President & General Manager, Brand Marketing A transformational leader, Deutsch has helped clients, brands and agencies to change and grow with strategic thought leadership, insightinspired creativity and collaborative team building. He is accountable for setting and aligning client and agency vision to achieve each business challenge and unleash unprecedented growth. Stanton Kawer, Chairman &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. 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. JaMIE Olson, Senior Vice President, Business Integration Olson is a seasoned shopper marketer who leads strategic development and planning for new and existing Blue Chip clients. She focuses on integration across their organizations and the agency, and has developed best practices for a variety of clients.

Jeff Skolnik, Executive Vice President & General Manager Skolnik brings more than 20 years of analytics and creative experience to retail and shopper marketing work for retail clients across more than 35 product categories. Doug Van Andel, Executive Creative Officer With more than 30 years of experience, Van Andel is an award-winning creative director who delivers transformational creative work for clients such as P&G, Ricola, Fisher and McCormick. Sarah VanHeirseele, Senior Vice President, Innovation VanHeirseele leads Blue Chip’s innovation practice and has developed the agency’s innovation-driven process, United Thinking. She’s active in all areas of the agency and focused on inspiring all employees to adopt an innovation mindset.

BRAVO Monica Duran, Vice President, Shopper Marketing Duran leads the company’s shopper marketing practice, developing the team to strategize, concept, create and execute shopper marketing programs that focus on changing shopper’s behavior and positively impacting the bottom line. Lejanet Herrera, Creative Director Herrera brings more than seven years of experience in shopper marketing, developing programs for the U.S., Hispanic and Latin American markets. She currently leads the Nestle Purina Pet Care team in creating shopper marketing platforms. Kimberley McArthur, Group Account Director With 14+ years in integrated multicultural marketing, McArthur offers her clients a deep expertise in diverse and cross-cultural engagement. She has

worked with a wide range of CPG and retail clients, and currently leads the General Mills and Purina businesses.

Brian Cohen, Executive Vice President, Senior Group Director & Head of Digital Integration See profile on page 6

Marcos Moure, Vice President, Creative Director Moure, a 20-year marketing, advertising, digital and shopper guru, is Bravo’s creative lead across the full shopper marketing portfolio. His strategic approach, creative brilliance, and contagious passion infuse Bravo’s shopper marketing expertise.

Colleen DeVos, Senior Vice President With more than 20 years of strategic brand leadership on the agency side, DeVos manages Catapult’s Chicago office annd is actively involved in key client engagements.

C CATAPULT 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 & value channel team out of Cincinnati, Ohio. Kelly Bartell, Vice President, Creative Director Bartell is an enthusiast in every channel – from grocery to club and from drug to dollar – with more than a decade of experience in conversion marketing, shopper strategy and creative excellence. 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 Catapult’s Nashville office. Scott Caldwell, Senior Vice President, Walmart & Sam’s Club Team Leader Caldwell leads the Walmart & Sam’s Club team in Bentonville, managing all shopper activities for clients as a 15-year industry veteran.

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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 retailer-expert teams, with offices in all top mass/grocery headquarter locations. Chris Hunt, Vice President, Client Services Hunt has more than 15 years of marketing and advertising experience with an extensive digital background, leveraging analytics and user journeys to create both strategic plans and large-scale campaigns for his clients. 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. Katya Murray, Vice President, Client Services With nearly 15 years of agency and client-side CPG experience, Murray is adept at creating strategic, integrated shopper solutions that drive conversion.

CATAPULT: BRIAN COHEN, EVP, Senior Group Director & Head of Digital Integration

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Photos by Mark Conrad

stuff,” that Cohen worries many think it is. To him, the discipline along with brand marketing, digital marketing and others are components of an integrated approach. Going forward, he expects shopper marketing to no longer be a specialty practice. “We’ve been working with our clients to de-emphasize the focus on shopper as a standalone and more as a part of the total customer conversion journey,” Cohen says. “Fact is, shopper vehicles – grocery stores, Amazon.com, Walmart.com – tend to play a larger role in brand development and affinity than ever before. Traditional shopper principles, though, are at the center of it all.” Cohen says Catapult works with clients from the beginning and makes sure the agency’s KPIs are aligned to the client’s. The process begins long before any activation and success is measured by helping clients achieve their goals. If the objectives are not met, it means it is time to evaluate the work and possibly the relationship. The role for physical stores going forward will be awareness, consideration, conversion and loyalty. The store should be viewed as a critical media vehicle along a consumer’s conversion journey, not just “the last three feet,” Cohen says. Cohen encourages industry colleagues to not obsess over what he calls small, low-scale innovations. In today’s climate, he puts beacons and virtual reality in that category. Cohen looks to the macro trends – e-commerce, mobile-first and the Internet of Things – as those that are reshaping how shoppers interact, driving their higher expectations and continuing to transform agency work. Change will continue to impact the industry, and those who resist or fear it will not be the ones who thrive, Cohen says. “There is no longer a prescriptive playbook for success,” he adds. “Those who roll up their sleeves, use their intuition and are willing to make some bets tend to be the ones who are succeeding.”

reating every day as a free education has made Brian Cohen’s life fulfilling. Catapult’s executive vice president, senior group director and head of digital integration isn’t afraid to fail, approaches everything as a puzzle to solve and enjoys being out of his comfort zone. “A career that started in market research quickly transitioned to corporate branding, corporate sponsorship, brand and product management … athletic marketing, and eventually a long-term career on the ad and shopper agency side,” Cohen says. “I get to employ all of these learnings into each and every solution we bring to our clients.” Even before he joined Catapult in 2011, he admired its reputation. Contributing to one of the fastest-growing agencies in the country has been Cohen’s biggest professional success so far. During his tenure, Cohen has seen the agency triple its business. Catapult was previously a pure-play shopper agency, and while that is still a core part of its business, Cohen says clients ask the agency to translate its expertise and point of view into other disciplines. This means clients often view Catapult as their creative, digital or social agency of record, Cohen says. Catapult’s growth comes from staying true to its fundamentals – keeping clients satisfied with their partnership, thought leadership and delivery. “We focus on acquiring and nurturing the right talent, building client relationships and not overburdening our teams and team leaders so they can, in turn, remain focused on what matters – our client’s businesses,” Cohen says. The agency’s philosophy is to act as if you work for the client and the rest will follow, he says. Motivation comes from working with his colleagues and clients. “Is there anything better than kicking around a creative idea until you find the gold that no one could come to on their own? It’s why I chose this business to begin with,” Cohen says. The definition of shopper marketing isn’t the “paper and in-store 6

COLANGELO Don Growhoski, Chief Branding Officer Growhoski has worked for more than 25 years in brand, marketing, and creative strategy. He is one of the leading figures in the application of social and humanistic sciences to branding and marketing. His ability to translate knowledge and insight helps transform brands, drive growth and vastly improve marketing efforts across digital, social, shopper, CRM, promotional and experiential marketing. Alyse Kramarow, Senior Vice President, Account Management 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. John Minnec, President John 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. 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. 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.

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

ment of Collaborative Marketing Group, as well as leadership of key agency CPG accounts.

CURB CROWSER Dean Forbes, CEO Forbes’ 25 years of experience fuels his passion for retail and translates to business and creative solutions that heed results.

Kim Barker, Vice President, Shopper Marketing Barker brings a wealth of experience, leading the planning and activation of consumer promotion and shopper marketing programs for multiple CPG clients.

Emily Stickler, Director of Strategy Stickler’s background in digital strategy and influencer partnerships is revealing untapped opportunities for brands to connect authentically in the retail space.

Jackie Burke, Senior Account Director – Digital Solutions With 15 years of experience in CPG client and agency roles, Burke leverages her marketing and consumer promotions skills as a key client lead on the MillerCoors team in addition to growing the agency’s digital solutions team.

Shandra Zurn, Vice President Zurn partners with clients to bring creative strategies to life at retail, resulting in both a sellin and sell-through.

Gary Friedlander, Executive Vice President Friedlander, with more than 23 years of experience, leads the company’s shopper marketing practice, manages several key clients and drives the agency’s new business initiatives. Sandi McGill, Creative Services Director McGill brings more than 20 years of wide-ranging experience in both marketing and design. She leads the agency’s talented creative services team in the development of creative and strategic materials that resonate with both shoppers and consumers to drive results. 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 manage7

E EASTWEST MARKETING GROUP Kristina Mangus, Vice President, Account Director Mangus is a results-oriented marketing pro with more than 13 years of experience in shopper marketing, consumer promotions, branding, integrated planning and execution. 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 the company’s retail-focused discipline. Lou Ramery, CEO Ramery leads the agency in guiding clients to develop meaningful brand connections that maximize customer value.

EDGE MARKETING Courtney Birchfield, Vice President, Operations Birchfield brings more than 15 years of shopper marketing experience and insight into categories ranging from pet food, food brands & OTCs to produce and meat on the perimeter. Her expertise lies in creating turnkey, yet strategic shopper marketing solutions for clients and their customers, sales teams and broker partners through Edge’s Menu Marketing tool. Fran Brinkman, Vice President, Strategic Planning and Insights With 19 years of brand, shopper and digital planning expertise, Brinkman brings a valuable perspective in developing insight-driven, customer-specific retail marketing strategy across the full breadth of the agency service offering. Holli Horine, Vice President, Client Services Horine is a consumer marketing executive with more than 20 years’ experience across many channels of distribution and within many categories, from CPG to HBC to spirits. She has been involved in all phases of marketing including strategic planning and concept development, shopper marketing and ecommerce marketing. Marcella Oglesby, Vice President, Creative Director Oglesby has 16-plus years of experience in the design industry, ranging from fashion design to interior design to graphic design. She and her team develop strategically sound, breakthrough creative, specializing in shopper marketing campaigns and consumer engagement. Michele Shiroma, Vice President, Client Services Shiroma has been with the agency for 15 years, working throughout the organization both in brand and customer-facing roles. Over the past decade she has led the field in developing strategic shopper marketing plans grounded in insights across CPG brands, including Unilever and Smithfield.

Allison Welker, Executive Vice President, General Manager Welker brings 17 years of traditional agency experience with a heavy shopper marketing influence, helping companies like Unilever and Newell Rubbermaid build their shopper discipline.

EPSILON-RYAN Jennifer Adams, Vice President, Shopper Strategy With more than 20 years of experience across the sales, agency and client sides, Adams now leads the shopper strategy practice across many agency clients. Janet Barker-Evans, Senior Vice President, Executive Creative Director Barker-Evans is passionate about using creativity to solve clients’ business problems. She leads creative for Epsilon-Ryan Chicago and is an adjunct professor at DePaul University. Burr Gavin, Senior Vice President, Strategy and Planning Gavin has worked to uncover the human truths necessary to drive powerful integrated communication and advertising strategies for more than 20 years. Karen Gebhart, Executive Vice President, Account Service Gebhart leads Epsilon’s shopper marketing capability as well as the agency’s GlaxoSmithKline (GSK) shopper marketing assignment for 20 brands and eight top retailers. Kelly Jones, Senior Vice President, Account Service Jones brings more than 20 years of retail marketing experience working for companies such as Campbell’s, ConAgra and now Epsilon. As an account lead on the GSK business, she dedicates herself to driving strategically sound and innovative shopper marketing solutions that drive brand and category growth. 8

Stephanie Lichtman, Vice President, Account Service Lichtman has spent her career helping clients navigate the ever-changing integrated marketing landscape and understand how a big idea can simultaneously build a brand, drive retailer business, and motivate shoppers. Tim Moore, Senior Vice President, Group Creative Director Moore leads his team to breakthrough creative ideas that change behavior and build business for his clients. 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. Kathryn Zajac, Senior Vice President, Agency Kathryn leads Epsilon’s Wilton, Connecticut, office where she puts her 20+ years’ experience in data-driven marketing to work for the agency’s shopper marketing clients.

F FCB/RED Teddy Brown, Executive Creative Officer Brown leads all creative teams across clients and ensures all creative solutions break through barriers and influence behavior change. Michelle Derderian, Senior Vice President, Group 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.

Howard Klein, Senior Vice President, Group Management Director Klein’s client experience covers more than two decades of award-winning efforts. Nick Kraska, Director, Digital Platforms Kraska leads cross-functional teams to bring business ideas to life through digital products that are based on common sense. Pradeep Kumar, Global Data Officer Kumar is passionate about finding relevant strategic applications of uncommon predictive data and deriving uncommon insights from common data for marketing and advertising decisions. He is adept at finding strategic insights that lead to creative campaigns that resonate with consumers. Tina Manikas, President A renowned leader in the world of shopper marketing and integrated marketing, Manikas is an award-winning 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. Curt Munk, Senior Vice President, Group Planning Director 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. Julie Regimand, 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.

Dana Stotts, Senior Vice President, Group Management Director Stotts is an award-winning shopper marketing leader with world-class client experience and an unwavering commitment to the creative product, the growth of his clients’ business, and the development of this team.

G GEOMETRY GLOBAL Jim Carlton, Chief Creative Officer, North America Carlton oversees the agency’s creative product and vision. With almost 20 years of experience in the shopper and activation space, he is a rare combination of inspirational creative thinker and savvy business pragmatist. Justine Greenwald, Executive Creative Director Greenwald leads a talented team of creatives in the development of equitybuilding ideas that drive action to drive conversion. Her expertise is in behaviorchanging marketing, specifically shopper, experiential, digital, consumer promotion and advertising. She’s created award-winning work for many clients. Carl Hartman, CEO, North America Hartman is the WPP Team Leader for Kimberly-Clark. He chairs the team leader shopper marketing task force and sits on the digital task force. He is also the head of shopper marketing for WPP, working to build customized solutions for new business opportunities in the growing shopper space globally. Gail Kay, Managing Director, Akron With more than 27 years in brand activation, Kay brings a unique understanding that helps link brand and distribution channel insights and shopper behaviors to deliver exceptional business results for clients. She plays a central role in delivering an integrated marketing product across 360 teams comprised of agencies both within and outside of WPP. 9

Marta La Rock, Chief Strategy Officer, North America La Rock has more than 25 years of experience in strategy, feeding her desire to tell authentic brand stories, forge emotional bonds with people, build communications for a changing world and mentor planners. Prior to Geometry, she worked at JWT as the WPP Team Leader for the Royal Caribbean account. Scott McCallum, President of Shopper Marketing, North America McCallum has led the creation of customer and shopper-centric program solutions for several fortune 500 CPG clients. For the past six years, he has successfully spearheaded Geometry Global’s Shopper Marketing North America practice, as well as led the agency’s engagement across Kimberly-Clark North America. Soche Picard, Managing Director, New York A true integrated marketer, Picard has 20-plus years of experience creating holistic, innovative and consolidated brand experiences for consumers and shoppers. She currently leads a sevenagency, integrated team bringing subject matter expertise and innovative thinking to deliver a new benchmark for how Unilever engages its shoppers. Carl Preller, Chief Performance Officer, North America Preller is responsible for ensuring the delivery of truly cohesive, measurable shopper activation solutions for clients. Prior to joining Geometry, Preller spent seven years at Kantar Retail where he served as managing director in both China and North America.

GREY Karen Barnaby, Senior Vice President, North American Accounts Barnaby oversees the account teams in North America, while maintaining a close connection to the global offices for clients that need that type of coverage.

Peter Draeger, CEO, Dusseldorf Draeger oversees the agency’s Dusseldorf/DACH regional operation, driving integrated and specific shopper and activation campaigns for more than 40 local and regional clients. Sean Graham, Regional Director, LATAM Graham oversees Grey’s Buenos Aires/LATAM regional operation, driving integrated and specific shopper and activation campaigns for 15 local and regional clients. Esther Heredia, Managing Lead, Madrid Heredia oversees the agency’s Madrid/Southern Europe regional operation, driving integrated and specific shopper and activation campaigns for more than 30 local and regional clients. Iris HSu, Vice President Accounts, Hong Kong Hu oversees account teams in Grey’s Hong Kong operation, driving integrated and specific shopper and activation campaigns for 30 local and regional clients. Joe Lampertius, Global CEO Lampertius oversees 25 offices and more than 500+ professionals within the shopper marketing/activation practice under Grey. The agency specializes in driving full integrated campaigns through the line. Adeline Lee, CEO, Hong Kong & Guangzhou Lee oversees Grey’s Hong Kong/Guangzhou/Singapore/Greater China regional operation, driving integrated and specific shopper and activation campaigns for 60 local and regional clients. Talita Myburg, HOD, Activations & Experiential Marketing, South Africa Myburg oversees account teams in the agency’s Johannesburg operation,

driving integrated and specific shopper and activation campaigns for 10 local and regional clients. Rob Sellers, Managing Director, London Sellers oversees Grey’s London operation, driving integrated and specific shopper and activation campaigns for more than 15 local, regional and global clients. Peter Viento, Executive Creative Director Viento oversees the creative teams in North America, while also maintaining a close oversight over the global creative product for the agency.

H HARVEY Sue Baile, Senior Vice President, Brand Integration Director Baile oversees and directs all agency integration of 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. 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. 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.

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HMT ASSOCIATES Patti Conti, President & CEO Conti founded the agency based on her passion for forging innovative solutions for clients while fostering superior teams to be true indispensable partners. Under her leadership, she has built a dynamic shopper-focused brand activation agency dedicated to delivering efficient and impactful programs for some of America’s most loved brands. Rick Einhaus, Executive Vice President With decades of brand marketing, consumer/shopper research and comprehensive sales experience, Einhaus leads the agency’s focus on delivering solutions that are driven by consumer and shopper insights to ensure successful brand marketing program planning and activation. Tina Franks, Account Director Franks has 18 years of shopper and integrated promotion experience working with industry leaders such as Mondelez, Hillshire Farms, Gallo, P&G and Colgate-Palmolive. She 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. Michele Huff, Vice President, Client Engagement With more than 16 years of marketing management experience, Huff has dedicated the last 10 years to delivering strategically sound shopper marketing programs for clients such as Kraft, Gallo 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.

Lisa Norat, Vice President, Client Engagement After more than eight years in the marketing department of the NBA, Norat took her “A” game to the CPG arena, where she used her strategic expertise and unparalleled insight to help build long-term share growth and successful shopper solutions for some of America’s biggest, most recognizable brands such as Kraft Heinz and Gallo. Barb Pfeiffer, Account Supervisor Pfeiffer is a marketing leader with more than 20 years of experience in shopper marketing, promotions and special events. She cultivates insights and translates them into actionable strategic initiatives which drive consumer engagement. She has a successful work history with industry leaders including Coca-Cola Co. and Saks Fifth Avenue, as well as current client, Mondelez International. Dawn Puskas, Account Supervisor Puskas has spent her career developing successful marketing programs that create impact along the consumer decision journey. She is a strategic thought leader with expertise in leveraging consumer and shopper insights to build collaborative, integrated campaigns that engage the shopper. Julie Stephens, Account Director Stephens is a results-driven, award-winning, integrated marketing professional with extensive experience in consumer packaged goods. She 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 that drive demand, engagement and positive ROI.

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of 250+ and had responsibility for shopper solutions, including category management and shopper marketing, marketing communications, and package design and development.

IN MARKETING SERVICES Valerie Bernstein, Executive Vice President, Business Development With more than 15 years of integrated marketing experience, Bernstein solves business issues with creative thinking, strategic acumen and a small dose of dictatorship. She brings forward the best of the agency, tailoring services to clients’ needs by listening, architecting solutions, and leading teams through onboarding. Dino De LeOn, Executive Creative Director De Leon has spent more than 20 years disrupting the norm and designing creatively strategic solutions for world-class brands such as Kellogg’s, Dean Foods, Walmart, Starbucks, Dannon, M&M’s/Mars and many more. His quest is to make the shopping experience for his clients easier, simpler and more intuitive. Ken Featherston, Executive Vice President, Chief Inspiration Officer Featherston has a varied background, having started his career on the creative side as an art director and then moving to use his strong creative and story-telling abilities to build strategic planning as an agency function and shopper marketing as a discipline. Elizabeth Fogerty, Senior Vice President, Strategic Planning & Insights With 25 years of integrated marketing experience, Fogerty’s history of performance-driven results speaks volumes. Responsible for developing fact-based, insight-driven strategies, her team inspires great creative that motivates consumers to take action. Lisa Klauser, President, Consumer & Shopper Marketing Klauser is a 22-year CPG veteran with marketing and sales experience. She spent 19 years at Unilever, where she led a team

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Holly Quinn, Executive Vice President, Operations & Agency Excellence Quinn brings more than 20 years of knowledge and experience from leading activation agencies. Tasked with fortifying the agency’s operating systems and providing efficiencies which allow teams to focus on developing even more vibrant client solutions, she has spearheaded the agency’s transition to the new project management system.

THE INTEGER GROUP Reyna Alishio, Executive Vice President, 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 of experience working on a variety of clients including P&G, Kellogg’s, Mars Inc. and PepsiCo. Ellen Cook, President, Dallas and Atlanta Cook leads Integer’s Dallas and Atlanta offices, including the Dallas-based Integer Retail Arts Lab (RAL). Through technology and storytelling, RAL delivers new approaches to foster innovation at retail, creating technology-driven shopping experiences to stimulate commerce. Dani Coplen, Executive Vice President, Creative Inspiring award-winning work on billion-dollar brands and retailers, Coplen leads a team of creatives to deliver strategic and holistic ideas through advertising, integrated branding, promotions and shopper marketing for some of the world’s largest and most iconic companies. Coplen and her team have received numerous awards and accolades for creativity and effectiveness.

MOMENTUM: LAURA MOSER, Senior Vice President,

Shopper Marketing North America

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digital are seeking out roles in the industry and our organization,” Moser says. “It provides an extra challenge to reinvent your approach to make sure you have a synergistic model with talent that is new to agency operations.” The agency has shifted away from a region-based retailer team structure to Client Leadership Teams organized by discipline of retail/shopper/promotion, experiential and sponsorship. Dedicated teams within each practice are aligned by specific clients. Shopper marketing is viewed no differently than any other marketing endeavor at Momentum. It begins with key behavior insights and targeting the right people in the right places and spaces. Each solution, Moser says, goes beyond price, promotion and needs to enhance the shopping experience, improve business results and drive brand equity for retailers and manufacturers. Moser says the agency can be most helpful for CPG clients in leveraging proximity and localization to drive the right message at the right time to convert, micro-target and push the boundaries of what’s possible with digital marketing through smarter data leverage. “When it comes to working with retailers, there is a strong focus on mapping customers’ journeys and improving the experience in retail,” she says. “Experience is their number-one differentiator and the reason why brick-and-mortar is still so important to consumers.” The experience isn’t the same for all brands. For some, it’s making the shopping trip quicker while for others it may be creating an environment where one can acquire a deeper understanding of a product’s point of difference. Moser points out a rise of retail stores where products are sold but the focus is to be a spot for gathering, community and events. “The primary reason to be there,” she adds, “is to experience the brand in a new way. I expect to see more of these destinations evolve, as part of new store expansion and category reinventions.” As the industry continues to evolve, Moser says insights, targeting, measurement and shared success between retailers and brands will continue to be core pillars of Momentum’s work.

aura Moser’s career – working with such manufacturers as CocaCola, Kraft Foods and Procter & Gamble – has provided her the opportunity to develop integrated marketing programs long before “omnichannel” was a popular industry term. “Over the years, I’ve worked on launching game-changing brands in food and beauty,” says Moser, senior vice president, shopper marketing North America, Momentum. “In order to succeed in categories that are crowded, you have to deliver with a broader skill set.” For Moser, that skill set includes experience in retail strategy, promotion, shopper, digital and brand strategy across categories ranging from beauty to beverage. The speed at which the landscape changes both excites her and is what keeps her up at night. She’s hopeful that Momentum’s move toward more consultative relationships with clients means not only building business cases and strategies together, but also creating true partnerships to face the challenge of rapid change. Moser is passionate about helping the industry recognize the opportunities that come when companies frequently test, learn, fail fast and test again. “The time is now to start learning how to be more nimble,” Moser says. To aid the agency’s agility, Momentum has invested in data and technology. “We have developed a suite of tools that is allowing us to switch gears midstream when necessary and, given our ability to affect shoppers’ mindsets in real time, that has been a great asset to our program development,” Moser says.  Other investments include the acquisition several years ago of a shopper-based design agency, relationships with a range of retail channel experts that Momentum can leverage across multiple categories to gain scale in what is being learned at the retail level, and new work with clients who own their retail space. As Momentum evolves into a more comprehensive solution provider, managing growth and hiring the right talent are the natural challenges. “People from big data, consultancies and traditional 12

Marc 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. Craig Elston, Executive Vice President, Insight & Strategy Elston spearheads the development of strategic thinking that accelerates transaction in the promotional, retail and shopper marketing worlds. He also provides leadership and oversight to the media and connections strategy group, turning moments of receptivity into moments of conversion. Frank Maher, COO and Group President, Midwest Maher leads operations across the Integer network and leads Integer’s Des Moines office, overseeing client relationships and growth in the Midwest. He has more than 25 years of experience in the industry, including positions on both the agency and client side. Morgan McAlenney, Executive Vice President, Digital McAlenney leads digital for Integer, spanning the realm of connected commerce (known as DIGITAIL), social business & content making, digital delivery, mobile engagement, and digital business leadership for Integer’s diverse global client base. McAlenney also serves as an active leader in TBWA’s Digital Arts Network. Michael Rivera, Executive Vice President, Creative 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, LG, Pella Corp. and BFGoodrich.

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.

Deborah Williams, Senior Director Williams leads the sales and operations teams while managing key relationships within the retail and CPG community.

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 worldclass thinking and work for Integer’s clients.

Jon Bird, Managing Director Based in New York, Bird oversees Labstore in 26 locations across the globe. Labstore is Y&R Group’s worldwide retail and shopper marketing network, and ultimately part of WPP. Bird also oversees the retail practice within VML in North America.

INTERACTIONS 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. Bharat Rupani, President, Retail Services and International Rupani is responsible for leading Interactions, the largest global consumer experience marketing company, and has more than 20 years’ experience in developing and expanding brands in both the consumer product and retail sectors.   Lindsay Steller, Director of Sales and Operations Steller is focused on developing customized solutions for brands and retailers to drive shopper engagement and brand loyalty. Her experience in the retail marketing space crosses many industries including grocery, automotive, apparel and convenience.

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THE MARKETING ARM Dan Belmont, CEO See profile on page 16 Taylor Clary, Account Director With a decade of brand and shopper marketing experience, Clary leads her team in delivering strategic and breakthrough shopper marketing programs that appeal to retailers, amplify brands and inspire shopper action. Kathleen Colditz, Senior Vice President, Account Planning Colditz is responsible for bringing an insightful understanding of the connection between products/brands and people’s daily lives. She and her team work across both consumer and shopper clients at TMA with particular responsibility for Frito-Lay and Quaker. Jay Evans, Vice President, Account Service With more than 14 years of shopper, retail and brand marketing experience with PepsiCo, Evans oversees the development of breakthrough shopper marketing programs anchored in foundational insights into core shopper behaviors that leverage the emotional power of iconic brands.

Kelly Gloor, Vice President, Account Service Kicking off her career at Toys “R” Us before moving over to the agency side, Gloor truly knows shopper marketing from the inside out. She has worked across many brands and categories but her true passion lies in cultivating ideas and people. Chris Gray, Senior Vice President, Consumer & Shopper Psychology For more than 20 years, Gray has drawn on his background as a researcher, strategic thinker and psychologist to understand the factors that drive consumer behavior. He applies his behavioral insights expertise across the agency’s capabilities, ensuring an integrated behavioral approach to deliver persuasive communications. Kelsey Greer, Concept Director Greer has helped spearhead a shopper marketing discipline that blends strategy, account and creative capabilities to challenge brands to think bigger, work smarter and drive conversion. She is currently supporting clients such as PepsiCo, Frito-Lay, Quaker, and Coppertone, among others. Bob Moler, Vice President, Strategic Account Lead Moler brings a unique collection of expertise in brand management, digital leadership and retail innovation. He spent 10 years as agency principal for Slingshot, where he led the BTL business for Borden Dairy, helped resurrect and rebrand Joe’s Crab Shack, and managed the global digital business for Jack Daniel’s. Jordis Rosenquest, Executive Vice President, Planning Insights & Performance Science Rosenquest oversees the integrated planning, insights & performance science group for The Marketing Arm. Her team includes planners, analysts, strategists and market research for shopper, experiential, promotion, brand, digital, social and multi-cultural opportunities.

Eli Saldivar, Director, Digital Strategy 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.

M MARKETING LAB Sarah Brooks, Account Director Brooks brings 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. Rich Butwinick, Owner/President Butwinick has more than 20 years of experience in shopper marketing, retail marketing and promotions for leading manufacturers such as Procter & Gamble, Land O’ Lakes, Viking Range, Delta Faucets, Western Union and McKee Foods. 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. 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. Kate Mendel, Account Director Mendel manages the Western Union account including the retail and CRM teams.

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Scott Mueller, Vice President, 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. 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. 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 Karen Carlborg, Vice President, Client Service Carlborg leads the agency’s client/account service and retail activation teams. She brings 22 years of experience working with CPG brands creating and executing successful promotions. Lisa Fasana, Vice President, Account Management Fasana leads the agency’s client teams in implementing strategic, innovative and measurable solutions that drive results throughout the consumer journey. Torre Gentile, Vice President, Digital Engagement & Innovation Gentile is a leader in content strategy, UX and digital engagement. He is responsible for building effective operational strategies that drive gains in the consumer experience arena across a variety of digital platforms.

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. 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. Rob Reents, Vice President, Managing Director, PromoWorks With more than 30 years of shopper, promo, digital, direct, and social media marketing experience, Reents partners with clients to create fully integrated shopper engagement programming.

THE MARS AGENCY Ken Barnett, Global CEO As a seasoned agency leader with more than three decades of broad experience in marketing and advertising, Barnett oversees an agency-wide culture of professional growth and client-service excellence. 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. Tammy Brumfield, Senior Vice President, Retail Marketing Group A proven shopper marketing leader on both the client and agency sides, Brumfield leads the agency’s retail marketing group

in the development of strategic retail plans to help clients partner with retailers across channels and drive results. Her team spans the U.S., including Bentonville, Minneapolis, Chicago, Oakland and Cincinnati. Ethan Goodman, Senior Vice President, Shopper Experience A renowned marketing strategist with deep expertise in digital and shopper marketing, 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. His purview also includes the agency’s e-commerce and innovation practices. Greg Iszler, Executive Vice President, Strategy & Insights Leveraging more than 20 years of brand, digital, and shopper planning expertise, Iszler and his team focus on the holistic customer experience, ensuring a unique level of clarity around shopper-centered opportunities. Derek Joynt, Executive Vice President, General Manager A senior marketing executive with a proven track record of outstanding business results, Joynt leads the Chattem and Sun Products businesses and runs the agency’s Canadian business. 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. Kerry Shaw, Senior Vice President, Client Leadership With 20 years of experience in developing national and shopper marketing initiatives for top CPG manufacturers, Shaw leads the Colgate-Palmolive and Tom’s of Maine businesses. 15

Jeff Stocker, Chief Creative Officer Stocker is charged with overseeing all of the 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. Elise Wilfinger, Executive Vice President, Corporate Strategy & Brand Officer Wilfinger has 20-plus 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 Michael Dill, President Dill has more than 16 years of experience in shopper and consumer marketing. As president, his focus is on driving best-in-class ideas and creative solutions across all Match offices throughout North America. Brett Farren, CEO Farren, founder & CEO of Match, has more than 19 years’ experience in the marketing industry. He has focused his business on providing end-to-end solutions for clients through the path to purchase, integrating insights, strategy, promotion, digital, experiential, sales and retail services. Perry Miele, Chairman Miele has more than 20 years of experience in the advertising and marketing industry.

THE MARKETING ARM: DAN BELMONT, CEO

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Photos by Rex Curry

adopt a more diverse set of thinking about individuals.” Despite the disruption of e-commerce, there will always be a place for the physical experience of shopping, Belmont says. His agency talks with clients about finding a unique purpose in-store, to be pioneers in redefining the role of in-store as a unique offering in the retail ecosystem. Belmont cites some of the agency’s work to illustrate the philosophies. The “Do Us a Flavor” national brand program for PepsiCo’s Lay’s was wildly successful in consumer awareness with its interactive request for flavor submissions – about 14 million different taste ideas came in, Belmont says. It also was successful on the shopper front. “The promotion drives conversion of Lay’s product year after year while continually generating a lot of excitement with key retailers for the program,” he says. “And we’re excited to say that year four of ‘Do Us a Flavor’ is live right now. That’s a terrific program.” Cultural relevance was a crucial aspect of Bacardi’s Cazadores tequila during Halloween, a typically slow holiday for the category. Belmont’s shopper team worked closely with the multicultural team to develop a Dia de los Muertos (Day of the Dead) merchandising program that celebrated the tradition and invited shoppers to honor the memory of late loved ones with a bottle of Cazadores. “Retailers loved it and the result was a lift in display, distribution and rate of sale,” Belmont says. The agency’s “Batman v Superman: Dawn of Justice” program with PepsiCo’s Doritos at Dollar General was an Effie Awards finalist, Belmont says. It’s an example of how his firm takes national brand programs and customizes them across key retailers. The program also helped PepsiCo win Dollar General’s 2016 Vendor of the Year honor, Belmont says. “It’s about developing programs that still build equity for the brand and halo to their national activation but that also make sense for the retailer and, most important, the retailer’s shopper,” Belmont says.

an Belmont, chief executive officer of The Marketing Arm, is well aware of the seismic changes in shopper marketing, and his shop is taking action. Media reports indicate more than half of active brands will review their agency this year. It screams that people are looking for a better way, Belmont says. In addition, Belmont and his colleagues are dealing with what he calls the increasing irrelevance of oldschool shopper marketing strategy and tactics. “Looking at the explosion of the retailer ecosystem, you can quickly see that the delineation between in-store, e-commerce and direct subscription as distinct shopper sources of revenue has dissolved,” he says. “Today, the shopper is using all channels. They’re buying across all channels and using mobile, digital and social media. The focus is shifting from product array to shopper need. That’s really interesting to us.” Belmont says his firm is moving its focus from retail being a mere catalog of choice to actually servicing people based on personal convenience, relevance and value. It’s an evolution from promoting brands to providing a service for shoppers with the goal to help grow brands. Belmont’s education and first job were based in computer science. Even though he then went down a different career path, Belmont’s agency work remains data-driven to enhance the human touchpoints of shopper marketing. “Our shopper philosophy is simple: In our multifaceted and constantly connected lives, any touchpoint can make a difference,” Belmont says. “We identify the ones that could and elevate those that will trigger shopping behavior.” Within that human perspective, Belmont has observed retailers setting the tone toward a multicultural approach in which diverse nationalities, cultures and generations are represented and coexist. This should guide shopper marketers to adopt a more total market and targeted approach, he says. “No retailer will want to leave 50% of its potential revenue on the table,” Belmont says. “As an industry, we need to 16

Elizabeth Seltzer, Managing Director Seltzer, managing director of Match’s Norwalk, Connecticut, office, has more than 18 years of experience in the agency world. Her expertise is built from the cross-section of developing consumer experiences and creative strategies to achieve brand objectives with a holistic approach. Dick Thomas, Managing Partner, Integrated U.S. Thomas has more than 22 years of experience in the industry with a focus on advertising and production. He believes that ideas, culture and relationships are the keys to success. He is currently leading Match’s integrated marketing business across the U.S.

MIRUM SHOPPER Ryan Elston, Senior Director, Technology Elston is passionate about building web applications to solve shopper problems. His past work experience led to an opportunity to lead and grow a team of talented developers in the shopper marketing space at Mirum, where together they build innovative solutions that perform in the marketplace. His main focus now is on strategically applying digital innovation to solve problems for its clients. Andrea McGovern Galo, Vice President, Strategy & Insights Galo leads the strategy & insights team to ensure that shopper insights are at the foundation of all of the agency’s work. When she first joined Mirum Shopper, she was part of Team Unilever Shopper, where she led the drug account team and then shifted over into a client role, overseeing the skin shopper marketing strategy for the drug accounts. Miguel Garcia Castillo, Group Director, Business Transformation & Innovation Castillo oversees all innovation development focused

on digital and social commerce activation channels. With more than a decade of strategy, creative and innovation experience, he has successfully collaborated with a range of Fortune 500 companies as well as entrepreneurial organizations. Neil Gavigan, Vice President, Executive Creative Director Gavigan is a creative leader and motivator with experience strengthening brands and generating results for clients in the retail, CPG and entertainment categories. He has experience in strategic planning and in many areas of execution from digital to traditional and promotional. He currently leads content production and the L.A. creative team. Joe Lagattuta, Executive Vice President, Creative Lagattuta is an omnichannel creative leader with deep experience building and leading award-winning creative teams, with a specialty focus on driving strategic concept development. He has led creative work for global CPG clients such as Unilever, Kellogg’s, Kraft, Jim Beam Brands and many more. Jacquie Lane, Vice President, Digital Strategy and Planning A seasoned shopper marketer bringing expertise and thought-leadership to Mirum Shopper, Lane leads the digital strategy team for Team Unilever Shopper helping to create enterprising activation solutions including social, mobile, loyalty and influencer programs for Unilever brands at retail.  Jay Mathew, Chief Operating Officer Mathew has more than 20 years of experience in shopper marketing and brand management. Mirum Shopper focuses on the digital, social and commerce channels and has been a partner to the world’s largest CPG, electronics and toy suppliers as well as the world’s biggest retailer. He is responsible for creating multichannel shopper solutions that have consistently achieved significant increases in sentiment and sales conversion.

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David May, Vice President, Client Engagement May leads the development of client relationships and market expansion. He is a team leader with vast experience in digital & social marketing, shopper marketing, retail activation & business development. He has extensive experience in both retail and shopper marketing, having worked with retailers such as Walmart, Sam’s Club, Target, Costco and a host of specialty retailers and grocers. David 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. He has also worked at Unilever, where he authored the brand’s global digital and social media strategy and developed award-winning video game strategies. Sam Spencer, Vice President, Marketing Spencer applies data and insights to complex brand challenges and objectives, creating streamlined marketing campaigns, ultimately turning shoppers into buyers. His professional life has spanned operations, supply chain, sales, brand development, brand building, and shopper marketing over a variety of roles with a global conglomerate and fast-rising startups.

MOJO MARKETING Genevieve Rich, Account Director Rich leads MOjO’s account team in the development of outside-the-box, engaging shopper marketing programs that truly deliver results. Strategically minded, she uses her background in psychology to take a deep dive into consumer behavior to directly target shoppers with an omnichannel approach.

Belinda Robbins, Senior Account Manager Robbins keeps the account and project management teams on track to deliver innovative ideas while infusing efficiencies to capitalize results. With more than 20 years of experience, she has strategized and executed award-winning shopper marketing programs for Fortune 500 companies. Dave Trudo, Vice President Trudo brings MOjO the business-minded fuel that has helped power its success since 2012. Stemming from a background in construction management and community development, he leads the operations and production teams, developing award-winning structural designs. Nicole Trudo, President/Master of MOjO Trudo is the founder and driving force behind the agency. After 20-plus years of marketing experience she built it from the ground up in 2011 and almost immediately attracted many blue chip clients. Today she leads the strategy and creative side of the business as the company continues to grow rapidly. Adam Wenger, Creative Services Manager Wenger brings more than 15 years of creative and design experience to MOjO. He specializes in creative problem-solving, art direction, brand immersion and visual merchandising strategies across MOjO’s entire portfolio. He helps to quickly guide projects from concept sketches to final execution.

MOMENTUM WORLDWIDE Abbie Baehr, Senior Vice President, Director of Strategy NA With 15 years of experience as a CPG strategy lead, Baehr is responsible for the stewardship and evolution of Momentum North America’s strategic output and ar-

chitecture. Focused on bringing together brand, experiential and shopper marketing strategies, she will lean on her previous agency experience as lead NA IMC strategist for Coca-Cola to bring more activated demand at shelf for clients. Shaun Brown, Senior Vice President, CPG & Digital Shopper Lead Brown leads Momentum’s CPG client teams, digital shopper capabilities and global Coca-Cola brand activation integration. He has more than 20 years of agency and brand experience leading shopper strategies and working with customer teams. Julie Clark, Creative Director Clark leads a CPG-focused team that collaborates on shaping strategy and elevating creative solutions for integrated shopper marketing programs and key account initiatives. For nearly 10 years, Clark has also served as an adjunct assistant professor in Webster University’s award-winning marketing communications program. 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. Leveraging her depth of experience across market and academic research, she has helped pioneer the creation of Momentum’s consumer and shopper behavioral & analytics integrated toolset. Laura Moser, Senior Vice President, Shopper Marketing North America See profile on page 12 Jennifer Olliges, Senior Vice President, Director of Business Leadership & Integration Olliges brings more than 15 years of CPG experience in the areas of strategic planning and integrated shopper marketing leadership. Her approach to vision and growth have contributed to her leading several of the agency’s CPG client engagements.

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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. 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 breakthrough research to define the intersection between modern shoppers and technology. Mark Trochtenberg, Creative Director Intellectual curiosity is what defines Trochtenberg’s approach to solving the challenges of retail across several of Momentum’s North American clients. He has created several of Momentum’s leading strategic shopper outputs from national retail optimization studies to a 10+ retail channel communication strategy for the New York Lottery. Adrian Velazquez, Vice President, Group Director Strategy Velazquez leads a group of passionate and curious shopper marketing strategists. An accomplished consultant in shopper marketing strategy and commercial capability building, he is known for instilling his commitment to business analytics into all aspects of sales and marketing – leading to informed strategies and measured outcomes.

MOOSYLVANIA Norty Cohen, CEO Cohen founded the agency in 2003 with a focus on motivating consumer behavior.

Mary Delano, Chief Marketing Officer Delano has spent more than a decade on the agency side of the business, connecting brands with their consumers, including Grey Goose Vodka, Bacardi Rum and McDonald’s, to name a few.

MOSAIC SHOPPER Steven Amato, President of Mosaic Content, Chief Content Officer Amato is known as an innovator in the world of marketing and entertainment. He was the president/CCO of Omelet, an award-winning agency that he co-founded in 2004, and also formerly served as a creative leader at TBWA\Chiat\Day. An innovative storyteller and thought leader, he has consulted with the White House. Kristen Buss, Vice President, Mosaic Shopper Strategy & Insights With more than 20 years in marketing, research, analytics, behavioral observation, and intuitively led brand, retail and creative strategy, Buss brings unique vision and innovative practices to the agency and their clients’ strategies. Her focus is on finding problems clients can uniquely solve, a strategy that serves the agency’s vision in purchase design. Matt Diamond, Senior Vice President, Mosaic Canada Integrated Services Diamond has a wealth of knowledge garnered on the client and agency side in his two decades of experience in the marketing world. He is one of Canada’s top thought leaders in his field, a frequent author and conference speaker, and a faculty member at Ivey Business School. Lee Esmond, Vice President, Mosaic Integrated Marketing With 20-plus years in marketing, Esmond applies her vast knowledge of shopper, experiential and digital to devise shopper engagement strategies and programs that effectively drive purchase. Throughout her career she has worked in the U.S. and

European retail markets, focused on both technology startups and blue chip heritage CPGs.  James Fraser, General Manager, North America See profile on page 26 Susan James, Vice President, Mosaic Shopper Client Service With more than 20 years in both client service and strategy, James is a proven results-oriented integrated thinker who looks for transformative ways to solve big client challenges. She has been a true client and brand champion who helps organizations shift paradigms to drive change and deliver on their vision and goals, explore new territories, and outperform competitors.  Scott Miles, Executive Vice President, Mosaic Strategy + Ideation With 14 years of industry experience, Miles helps some of the world’s top brands navigate the ever-evolving marketing landscape, creating breakthrough experiential campaigns that connect with consumers in non-traditional ways. His team of 80 strategists, conceptors and designers create highly original content and awardwinning campaigns. Margaret Naughton, Vice President, Mosaic Shopper Client Services Naughton has been in the shopper marketing and promotions world for more than 20 years and is an accomplished leader with extensive client and agency experience on numerous CPG brands. She understands the ins and outs of multiple retailers and conquers the go-to-market strategies for bringing brands to life in the retail space. Bill Rodi, Vice President, Mosaic Shopper Operations Rodi leads Mosaic’s U.S. Shopper business, with an emphasis on growth strategy, business development and operations. He brings to the role deep, relevant experience garnered across similar client and agency-side leadership positions at Kraft Foods, Landor Associates, MSI, Schawk/Anthem and GfK Consumer Brand Consulting.  19

Abe Sorche, Senior Vice President, Mosaic Sorche has 20 years of experience in below-the-line marketing with a specific expertise in experiential marketing. He founded and led Escalate, a leading experiential agency, until its acquisition by Mosaic in 2015. He now leads client development for Mosaic U.S. Experiential.

N NEW CREATURE Anthony Bagley, CEO With more than 15 years in the retail industry, Bagley has taken New Creature from a design and P-O-P company to a full-scale execution and retail solutions juggernaut. His continuous push to transcend the industry has enabled his team to thrive in a volatile, competitive landscape.  Susan Norden, Senior Director, Marketing Norden utilizes her brand background to create bigpicture solutions that find harmony between merchant and retailer. Her ability to find the balance of creative and pragmatic helps brands maximize their identity on shelf.

NSIGHT CONNECT 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. 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.

Matt DePratter, Vice President, Omnichannel Marketing DePratter provides unique and in-depth insight into the ecosystem of technology, data, and media that are available to reach and motivate both shoppers and consumers. Kristin Ellison, Vice President, Client Services With more than 15 years of experience serving in both retail and agency roles, Ellison is a client account lead in Minneapolis focused on shopper marketing plan development and integration with brand strategies. 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. Alicia (Lish) Smestad, Executive Vice President, Senior Group Director/ President Smestad is president at Nsight Connect, where she leads data-driven digital innovation and measurement, along with strategic business opportunities for clients. Cassie Wenger, Creative Director Wenger leads the creative team in Catapult’s Bentonville office. She has a decade of experience crafting strategic creative solutions for both corporate marketing and brands and specializes in shopper marketing for Walmart and Sam’s Club.

P PHOENIX CREATIVE Abbey Ash, Partner, Director of Shopper Marketing In her more than 10 years at Phoenix Creative, Ash has done it all. From intern to account executive to partner, she does whatever it takes to provide the very best retail, branding, shopper marketing and CPG support. David Dolak, Partner, Chief Creative Officer With more than 10 years creating results for clients including Mondelez International and Anheuser-Busch Inbev, Dolak leads a multi-disciplinary team at the agency crafting retail, CPG, and shopper marketing programs from strategy to design to execution. Emmanuel Martirez, Creative Director Martirez’s insight and abilities have been helping Phoenix Creative win carts and minds since 2007. He has been instrumental in developing award-winning shopper marketing campaigns for brands including Sour Patch Kids and Halls.

PURERED-FERRARA Elizabeth Newman, Vice President, Account Management Newman is an account leader for some of PureRED’s most integrated clients. She has worked with global brands such as McAfee, IHG and Verizon, leveraging quantitative and qualitative research to develop highly effective marketing and communication programs. George Russell, Chief Executive Officer Russell has more than 30 years of experience in building successful consumer product, retail and marketing service companies. He has led PureRed to become a premier partner among retail and consumer clients, improving the effectiveness and return on their marketing investment. 20

Chad Sumner, President Sumner has a passion for engaging and aligning PureRED account teams with clients in a focused, strategic manner. During his 26-year career at the company, Sumner has built true partnerships with some of the world’s biggest brands. Barbara Walker, Executive Vice President Planning & Strategy, Chief Marketing Officer Walker is responsible for delivering great enterprise marketing strategies. Prior to joining PureRed, Walker was senior vice president of marketing at Safeway and has spent more than two decades in consumer marketing and advertising on both the client and agency sides. Tisha Wester, Account Director: In-Store Brand Marketing Wester is a shopper marketing activation specialist at Ferrara, with a focus in CPG promotions and partnerships at retail. She started her career in experiential marketing, bringing national brands and industry associations together in-store to support cause overlays.

R RED FUSE COMMUNICATIONS Patrick Daly, Regional Creative Director, IMC & Shopper Communications; Asia Based in Hong Kong, Daly is responsible for Red Fuse’s shopper creative across the entire Asia region. He also oversees creative work on select integrated marketing communications projects, ensuring seamless integration of consumer creative with shopper creative. Rodger DiPasca, Global Managing Director, Shopper Communications DiPasca leads all worldwide shopper communications at WPP’s Red Fuse, a “team agency” that creates integrated communications for Colgate-Palmolive’s brands.

Teigan Henry, Regional Supervisor, Shopper Communications; Latin America Henry is responsible for shopper marketing communications throughout Latin America, including pan-regional work and key local country efforts. Nicky Lee, Regional Director, Shopper Communications; Asia Lee is responsible for shopper marketing communications throughout Asia, liaising with a network of various WPP-owned agency offices. Ann McGrath, Group Account Director, Shopper Communications, North America McGrath leads the North American Red Fuse Shopper team to create and execute communications that drive shopper action for ColgatePalmolive. Becky Turner, Shopper Marketing Network Director; Europe Turner oversees Red Fuse’s shopper marketing efforts throughout the 33-country Europe region.

ROCKFISH 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 Unilever, General Mills, Mars and Mondelez. Bill Akins, Chief Client Officer Akins is the leader of the agency’s Business Innovations team. He 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.

Jacquelyn Baker, Vice President, Business Innovations Baker has 15 years of experience in category management, omnichannel shopper marketing and digital shelf optimization working with various CPGs and retailers including Mars Inc., P&G and Kroger. She currently leads marketing and innovation efforts in digital shopper, omnichannel and e-commerce for General Mills.  Nate Carney, Senior Vice President, Business Innovations Carney has more than 10 years of brand marketing experience and currently leads digital shopper, omnichannel and e-commerce across several CPG companies for Rockfish, including Kimberly-Clark, Unilever and Coca-Cola. Jason Ferrara, Vice President, Group Creative Director Ferrara has 18 years of industry experience specializing in online marketing, advertising and e-commerce campaigns. He has lead creative teams with the goal of transforming creative briefs into big brand ideas and innovative omnichannel experiences for major clients. As winners of more than 20 national and international awards, his teams have been recognized for both their business results and creative inspiration. John Jacobsen, Creative Director Jacobsen has more than 15 years of digital expertise. He has been helping to chart unknown territory within an emerging global niche: e-commerce and digital innovation. Leveraging brands, retailer ecosystems and consumer needs, he works to infuse innovation and improve the consumer experience wherever possible.

Dan Periera, Vice President, Digital Strategy Periera is the lead strategist for e-commerce across priority “Pure Play” customers. He leads the team in developing strategic frameworks and tactical plans for Pure Plays and multichannel customers, which includes Merchandising & Media, as well as Test & Learn opportunities. He has more than 15 years’ experience working within CPG, including roles in digital shopper, CRM and direct response. Michael Stich, Chief Executive Officer Stich has nearly 20 years of experience in the technology and marketing industries. He leads the P&L, Business Innovations and Technology teams at Rockfish. As the executive sponsor of clients such as General Mills, Kimberly-Clark, Unilever, Coca-Cola, Mars Chocolate and Intel, he oversees teams that deliver innovative shopper programs and results. He is a thought leader, frequent speaker and writer on e-commerce, mobile, digital shopper and other digital marketing topics.

S SAATCHI & SAATCHI X 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. 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. Jessica Hendrix, President & CEO Hendrix leads the Saatchi & Saatchi X team with her passion for problem-solving, belief in long-term client partnerships, and a desire to continue to evolve the shopper marketing space.

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TRACYLOCKE: MIKE LOVEGROVE, President & Chief Creative Officer

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Photo by Ryan & Jasmin Manning

tools and discipline no matter whether the brand client is a candy bar, a computer or a car, Lovegrove says. “The definition of the shopper may change, but the behavioral science of buying a product stays the same for us,” he says. TracyLocke has been around for about a century, but even in the decades when it was primarily defined as an advertising agency, the firm followed the dictates of then-chairman, CEO and president Morris Hite that “everything we do is designed to motivate people to buy,” Lovegrove says. “We build tools and products underneath to pay off that purpose. It’s changed over time because it’s reacted to the marketplace.” The agency has established a Design Collective, an innovative studio model to help clients execute content demands at retail speed. TracyLocke also has created an Empathy Lab, an environment that allows shopper marketers to speak with shoppers in real time to gain insights and empathy to help create strategy. The industry typically operates under the principle that 80% of work can be categorized as executional and 20% innovative, with the latter including social engagement, custom content and otherwise using technology in a provocative way, Lovegrove says. To best serve the client, he says, “you should try to push that toward 75-25, or 70-30.” In the coming years, physical retail stores will be used more for education and experience, and less for purchases, although Lovegrove wishes he could have it both ways. “My issue with Amazon or anything like that is that when I decide I want to buy something, I want it immediately,” he says. “I want instant gratification, but [stores] don’t have the inventory. I would love those things to come together.” Customer shopping habits will keep changing with each successive generation, Lovegrove says, and brands and retailers will have to react. “They’re not going to buy things the way I want to buy them,” he says of post-Millennials, born in the 2000s. “There’s going to be a lot of evolution.”

onventional wisdom says clients of creative agencies need to ask themselves whether they want their projects completed quickly, thoroughly or inexpensively, and then pick two out of the three, says Mike Lovegrove, president and chief creative officer of shopper marketing agency TracyLocke. But, those clients are increasingly unwilling to sacrifice any of the options. “We’re at a point today where clients expect great content and design no matter what the price,” Lovegrove says. “We have photographers, we have motion editors, we have virtual reality people on staff. We’re able to create things at the speed of retail.” A lifer at TracyLocke since his career began more than 15 years ago, Lovegrove has worked his way through various creative teams to his current leadership role. “For me, as a creative, it’s a really exciting time to be part of shopper marketing,” he says. “I grew up in this business. I didn’t work at an ad agency and then end up in a shopper marketing agency.” Lovegrove did work for a while at convenience stores owned by his uncle, which gave him familiarity with the grocery business and commerce in general, and how the different pieces of marketing intersect. TracyLocke used terms like “customer marketing” and “retail marketing” in the past, but by the beginning of this decade the concept of shopper marketing had crystallized and the agency built its structure of teams in that spirit, Lovegrove says. During the past several years, the omnichannel reality has gradually been overlaid on those teams, he says. “We don’t look at it through the lens of shopping, we look at it from the lens of buying,” Lovegrove says. “What is the motivating factor for purchase? Then we create seamless programs and brand experiences built around the shopper.” TracyLocke’s leaders think agencies can use the same philosophy, 22

Nicholas Sammer, Vice President, Client Partnership & Brand Strategy, North America Leading its clients and the agency in branding, innovation and shopper connection, Sammer helps bring together world-class creative, strategy and execution to drive results in today’s changing commerce landscape.

THE SANDBOX AGENCY George Bird, Director of In-Store Experience From analog to digitally human experiences, Bird is able to concept and deploy beautiful, relevant and engaging experiences across pop-ups to store-within-a-store formats. He ensures the experience always drives return for the brand while being relevant to the shopper. Angela Potts, Director, Brand Localization Through the proprietary platform, LocalWave, Potts and her team leverage 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 – also known as brand localization. Steve Spencer, Chief Creative Officer Spencer makes the complex look, feel, sound and act simple. He 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. Nicole Turner, Director, Retail Communications Brick and mortar, e-commerce or one-off events, Turner helps brands capture, captivate and convert shoppers through meaningful and memorable engagement at every stage of the shopper’s journey.

Erik Wennerod, Director, CRM Strategy With extensive experience in conceptualization, development and management of customer relationship marketing programs, Wennerod drives awareness, traffic (online and in-store) and conversion for new product launches, loyalty programs, promotions and more. Ethan Whitehill, Principal & Managing Director 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 brands’ experiences and expressions are relevant, relational and provide return.

S2B Verna Andrews, Director Andrews leads the agency’s path to purchase planning discipline, bringing digital and physical media together to produce results at the point-of-sale. Dominic Forte, Associate Director Forte plans and executes all shopper communications with a strong focus on ecommerce. Natasha Kanga, Associate Director Kanga leads S2B’s in-store and digital coupon media practice, creating strong supplier partnerships and innovative programs that yield high ROI. Debra Pizzino, Associate Director Pizzino leads shopper audience insights and planning for brands driving channel sales across major retailers and club stores.

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SHOPTOLOGY 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. Ryan Karlstrom, Group Account Director Karlstrom is a proven leader of ideas across the path to purchase for many national and global brands. His drive and 17 years of experience combine to deliver optimal results for many leading brands including Procter & Gamble, PespiCo, Kellogg Co., Dean Foods, MillerCoors, Nestle, Arby’s, Qdoba and DaimlerChrysler. 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. Julie Quick, Senior Vice President, Head of Insights & Strategy Quick’s deep shopper understanding has helped Fortune 100 brands succeed in the ever-changing retail marketplace. Passion for shoppers, the future and results drives her every day. Jed Schroeder, Senior Vice President, Head of Creative For nearly 25 years, Schroeder has been developing and crafting business-changing creative ideas across a wide range of categories. His unique blend of innate curiosity, strategic rigor and award-winning creativity have been the catalyst behind breakthrough work for Frito-Lay, Dell, KFC, Kraft, 7-Eleven, Southwest Airlines, Home Depot, McDonald’s, Nestle Foods and Supervalu.

SOCIAL FORCES Michael May, Account Strategist May is a dedicated client liaison. He provides day-to-day service to key accounts, and organizes and facilitates comarketing campaigns, community management and social media brand-building initiatives within the agency. Ari Rothman, Vice President/Account & Marketing Services Rothman is a 20-plus year CPG and retail marketing veteran with experience in co-marketing and integrated media platforms. He provides strategic guidance to the agency’s retail and consumer products partners. Carl Vervisch, President/ Creative Director Vervisch is a founding partner with more than 10 years of agency creative and leadership experience. He provides strategic creative guidance to client and agency partners, and leads all agency creative production. Kate Whatley, CEO and Founding Partner Whatley is a WBENC & WOSB certified business owner. She is a founding partner with more than 10 years of agency leadership experience. She offers strategic vision on key accounts and provides leadership for all agency account service practices. Rachel Williams, Account & Media Strategist Williams is an experienced digital and social media buying strategist. She guides clients in leveraging consumer insights, tailoring initiatives toward bottom line results and achieving efficient consumer reach.

T THEORY HOUSE Frederic Carpenter, Creative Director Carpenter leads the creative team at Theory House and has a rich history in CPG, including time at ColgatePalmolive. Jim Cusson, President Cusson leads the retail marketing agency that supports mid-size retailers and brands such as Food Lion, The Fresh Market, Liquid Wrench, Zyliss and GUNK with branding, in-store design and activation.  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 realworld retail experience to Theory House. Jared Meisel, Managing Partner, Shopper Marketing Meisel helps clients create digital and physical experiences that connect with shoppers in relevant, profitable ways.

TPN Sarah Cunningham, Senior Managing Director, Client Service & Development Cunningham leads TPN’s Chicago office, as well as strategic leadership and execution of the agency’s marketing initiatives and Midwest growth efforts. She has almost two decades of experience partnering with global manufacturers and retailers, building strong agency-client partnerships, and leading multi-disciplinary teams to deliver innovative thinking and business impact.

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Tracy Faloon, Chief of Client Integration With more than 25 years navigating the retail landscape, Faloon is responsible for driving retail strategy and collaboration across the agency. Her global experience in retail marketing has been instrumental in positioning TPN as an innovator in today’s dynamic retail space. Colleen Kelly, Vice President, Planning and Perspectives, New York Kelly leads TPN’s New York office planning and perspectives team and plays a key role in developing shopper strategies and insights for clients such as PepsiCo and The Hershey Co. She has 15 years of experience across a diverse range of categories, including CPG, higher education and retail. Amy Lanzi, Managing Director, New York Lanzi leads TPN’s New York office and the agency’s Omnicom partner-agency integration efforts. She is a recognized leader for bringing a shopper marketing strategic approach to global agency models across a portfolio of brands and multi-country campaign initiatives. John Meyer, Managing Director, Bentonville Meyer leads TPN’s growing Bentonville team and office. A 12-year resident of the Bentonville area, he specializes in Walmart and Sam’s Club business strategy and retail activation for clients. Christy O’Pella, Senior Managing Director, Dallas O’Pella leads TPN’s Dallas offices and TPN’s internal excellence development program, TPNU, which focuses on ensuring the development of the agency’s next generation of talent and leadership based around TPN’s core values. With 25 years’ experience, she is a recognized expert in building CPG shopper marketing initiatives and consumer activations.

Cheryl Policastro, Vice President, Planning and Perspectives, New York Policastro serves as TPN’s planning team lead on the agency’s Bank of America account. She has more than 30 years in brand management, shopper marketing and analytics. She was a shopper marketing team leader at RB and spent 14 years at Novartis Consumer Health. Joe Scartz, Managing Director, Digital Commerce & Integration Scartz is responsible for the vision and implementation of the agency’s technologies and advancement around digital commerce and digital marketing, including e-commerce strategy, e-tailer management, channel mapping, digital/social/mobile media buying and planning, and execution. Nancy Shamberg, Managing Director, Shopper Marketing Shamberg is responsible for the agency’s shopper marketing practice and leads TPN’s West Coast office. She is devoted to ensuring that the agency and its clients understand the trends and innovation that are driving rapid change in our industry, and the growing importance of shopper marketing as critical to connecting with shoppers upstream. Cynthia Thayer, Senior Vice President, Planning and Perspectives, Chicago Thayer leads TPN’s planning and perspectives team for the Midwest & West Coast. She has been instrumental in the growth of TPN’s proprietary intelligence engine and data analytics tools dedicated to the study of shopper mindsets and behaviors and customer insights that power strategies and innovative growth ideas for clients.

TRACYLOCKE Michael Bartlett, Managing Partner As the PepsiCo business leader, Bartlett works with his team to deliver smart, innovative thinking. He also lends his leadership to Harman’s world-class brands. From developing national ideas that build brand equity to shopper-relevant programs designed to drive sales, he makes sure the agency’s Buy Design approach is always at the core. Hugh Boyle, Chief Executive Officer Boyle has a deep understanding of the importance of digital technology across all disciplines and channels. He has been responsible for many highprofile integrated campaigns and has managed multi-million-dollar digital revenues throughout EMEA, North America, Latin America and Asia Pacific, across some 80+ regional offices. Phil Camarota, Executive Creative Director Camarota’s passion for creative problem-solving goes across every discipline, but he has a special affinity for shopper marketing. He has used his unique skillset to create shopper-centric solutions for brands like Pepsi, Frito-Lay, Gatorade, Samsung, Don Q and Hershey. Mary Kotyuk, Group Strategy Director, Shopper Activation With more than 13 years of experience, Kotyuk has been a pioneer in helping clients and agencies understand the digital shopper marketing space. She is responsible for leading a disciplined approach to digital and retail activation planning, working with key clients, in addition to growing the agency’s retail capabilities. Mike Lovegrove, President and Chief Creative Officer See profile on page 22

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Becky Miller, Group Planning Director Miller is an expert on shopper and retailer trends: skilled in the areas of shopper anthropology, behavior analysis, brand and retail strategy, and transforming insight into action. Throughout her career, she has worked side by side with many of shopper marketing’s elite and pioneers of the industry. Tyler Murray, Chief Strategy Officer Murray has also been instrumental in creating proprietary research platforms like the TL Empathy Lab and path to purchase model. His academic approach and range of experience provide a unique perspective on linking consumer and shopper insights to create actionable strategies that deliver highly effective campaigns. Bill Natlo, Group Account Director Natlo, a shopper marketing expert, currently oversees the Heineken business at TracyLocke. Sandy Stein, Executive Creative Director Stein has experience as an award-winning creative leader on both the brand and shopper side of the industry, giving him a unique perspective and clear vision for integrated success. From PepsiCo and Pfizer to Dick’s Sporting Goods, he has been instrumental in the creation of many high-profile platforms, campaigns and product launches. Michelle Tisdale, Director of Analytics Tisdale is a dynamic, motivated, highly energetic marketing professional with experience in consumer/ shopper market research, product marketing, category management and sales. She enjoys providing solutions for clients to realize increases in sales and improve performance.

MOSAIC SHOPPER: JAMES FRASER, General Manager, North America

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Photo by Diedra Woll

power of Acosta, makes the proposition extremely powerful,” Fraser says. “The best way to describe what we have created is that Acosta is the North American expert in getting products on the shelf, while Mosaic is the North American expert at getting them off the shelf.” Fraser claims another Mosaic differentiator: a methodology behind finding what the agency calls “Unsight.” The thinking behind Unsight is that while the various research companies – Nielsen, IRI, Mintel – provide excellent intelligence, they are universally used, so everyone has the same knowledge. “While insights strive to uncover the white space, the Unsight strives to uncover the dark space,” Fraser says. “Those spots which are in the shadow of the white space that traditional methodologies just can’t reach. The simple rationale is that if all of your competition is finding the same white space, we would question if it is truly white space at all. This led our agency to develop specific behavioral methods for getting to what we call the Unsight.” Unsight guided Fraser’s team to create a recent successful program for Diageo called Whiskey Five, which was designed to categorize whiskey according to flavor profiles – smoky, smooth, strong, sweet, spicy – as opposed to the traditional method using whiskey types such as bourbon, scotch and rye. Fraser says if one thing is certain in today’s shopper marketing, it’s that nothing is certain. “Clearly the most interesting part of our industry is that there are no longer any norms,” he says. “Marketing used to be a simple proposition – buy some spots on the key networks at the right time, get product to the store and you could be successful. We are living in a world where neither media nor getting product on shelves is absolutely mandatory. We are constantly learning more about this omnichannel world and finding new ways of breaking through.”

ames Fraser says the short- and long-term future of the shopper marketing agency industry is “content, content, content.” The general manager of Mosaic Shopper North America thinks that because shoppers have so much control that a connection needs to be made with them in every phase of the path to purchase. “Our industry is going to, in my opinion, be divided into two major camps,” Fraser says. “Camp one is all about the creation of content; camp two is all about the distribution of content.” Even traditional pieces of the mix, from packaging to promotion, need to be thought of as content and methods of content distribution, he says. “The era of brands talking to themselves is over,” Fraser says. “Every CPG company and agency needs to develop ways to create content that matters to specific audiences and, more importantly, how to get it to the individuals that comprise the audience.” With three partners in 2010, Fraser helped turn Hunter Straker from a small packaging firm in Toronto to a powerhouse that Acosta purchased in 2012. Hunter Straker had done fine work and held long-term clients, he says, but it was small. “When my partners and I came together we had a vision for a different kind of shopper agency, one that would use package and branding as the base,” Fraser says. “We took a real risk because there really wasn’t anything like it in the marketplace, but it made sense. With that, ‘Purchase Design’ was born. By the end of the second year, we had doubled the sales of the company.” Purchase Design – to drive purchase through consistent design and design thinking across the shopper journey – is what drives Mosaic Shopper, Fraser says, and differentiates it. Mosaic is a collection of agency services including: shopper, package/branding, experiential, content, digital services and retail. “This, combined with the 26

TWINOAKS 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. 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. 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. Tracie McKee, Vice President, Client Leadership With a nearly 20-year marketing career 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. Jason Stewart, Group Creative Director With more than 10 years of experience in shopper marketing, Stewart is an awardwinning creative director who has led creative strategy and design for some of the biggest brands and greatest clients.

Lisa White, Senior Director, Client Services White has more than 15 years of agency experience working across many categories and retailers. No matter how big the client, budget or retailer, there are unique shopper challenges that keep her interested in this ever-changing space of shopper marketing.

UPSHOT Neil Helsper, Senior Creative Director Helsper leads creative direction for ScottsMiracle-Gro shopper marketing efforts. He understands the complex path to purchase and thrives on opportunities to integrate traditional and innovative retail strategies that make an impact. Lisa Hurst, Senior Vice President, Account Management Hurst spearheads Upshot’s shopper marketing, bringing expertise and thought leadership around shopper insights, strategies and experiences. She currently leads shopper efforts on P&G, J&J, ScottsMiracle-Gro, New Balance, Evolution Fresh and Tazo. 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. He is a member of the Path to Purchase Institute’s Faculty. Brian Kristofek, President & CEO See profile on page 2

Kelly Gribben, Vice President, Creative Services Specializing in retail design and brand strategy, Gribben leads creative direction for shopper efforts on Nature Made, CocaCola, Kraft, J&J and P&G. She believes that understanding shoppers’ behaviors and emotions is key to creating shopper marketing that connects. Brian 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. He creates orchestrated communications and intuitive experiences that deliver on the demands of today’s omnipresent shopper. Brooke Stingelin, Senior Account Director Stingelin manages shopper marketing efforts for J&J and P&G. She’s a client service leader who ensures brands are shopperready, inside and outside the store. She is well versed in building brand strategies and creating innovative retail campaigns that drive sales. 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’s currently helping build the Evolution Fresh and Tazo brands along the digitally enabled path to purchase.

© Copyright 2017. Path to Purchase Institute, Inc., Chicago, Illinois U.S.A. All rights reserved under both international and Pan-American copyright conventions. No reproduction of any part of this material may be made without the prior written consent of the copyright holder. Any copyright infringement will be prosecuted to the fullest extent of the law.

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