As seen in

IN SHOPPER MARKETINGAGENCIES

This third annual report recognizes more than 200 passionate, dedicated shopper marketing agency executives whose creative, innovative work on behalf of their brands and their clients stands out in a discipline that continues to grow and improve.

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AALCONE MARKETING GROUPnHeather Eichele,

Senior Vice President, Client Engagement Eichele is the agency’s shopper/retail activation specialist with more than 15 years of experience in creating and delivering global integrated marketing programs across CPG, electronics and pet care.

nBill Hahn, President & CEO Hahn leads U.S. operations for Alcone with more than 30 years of consumer, shopper and retail activa-tion experience across CPG, adult bever-age, telecommunications and QSR.

nCorey Saenz, Senior Vice President, Client Engagement Saenz leads the regional/field marketing practice for Alcone. He joined the agency from Coca-Cola Co., where he was vice president of field marketing for the U.S. Prior to Coke, he held retail/shopper positions at ConAgra Foods.

ANTHEMnJim Lucas, Director,

Global Insights & Strategy An avid student of shop-pers and retailers, Lucas has been very engaged in the development and practice of shopper marketing. He is a frequent author and speaker both domestically and globally.

nKatie Neil, Vice President, Account Management Neil has 20-plus years of marketing experience with leading consumer product companies, retail-ers and agencies. She is the practice lead for Anthem’s shopper marketing capa-bility, and she leads Anthem’s Atlanta, Chicago and Cincinnati offices.

ARC WORLDWIDEnLilia Arroyo-Flores,

Senior Vice President, Planning Director Arroyo-Flores has more than 15 years of experi-ence in planning and strategy development specializing in shopper marketing, customer-specific programming, promotional and multi-cultural marketing.

nBrad Black, Senior Vice President, Global Account Director Black is a senior marketing professional with more than 20 years of experi-ence crafting and delivering integrated marketing programs. He has a proven track record of exceptional performance in the areas of profitable P&L manage-ment, cross-functional team leadership, strategic thinking, client relationship-building and business development.

nApril Carlisle, Senior Vice President, Global Shopper Marketing Formerly the leader of P&G’s Shopper Marketing Center of Excellence, Car-lisle is now strategy leader for the shop-per marketing practice for clients such as McDonald’s, Coca-Cola, Miller-Coors, Samsung, Kellogg and others as well as new business initiatives.

nJim Carlton, Managing Creative DirectorCarlton’s mission is to foster the agency’s growth and reputation by getting people to act and ultimately transact through great purpose-driven creativity.

nElizabeth Harris, Executive Vice President, Strategy Director Harris leads senior insights and strategy for brands such as Intel and Miller-Coors.

nNick Jones, Executive Vice President, Retail Practice Lead Jones led the creation of Arc’s FutuRetail innovation program and developed LB Sparc, a series of retail labs at the agency.

nDavid Kuhn, Senior Vice President, Research Director Kuhn, who tirelessly stud-ies the behaviors of the evolving shopper, recently led a global study of shopper behaviors across six continents.

nKaruna Rawal, Executive Vice President, Business Lead Under Rawal’s leadership, Arc was the most awarded agency at the 2014 Shop-per Marketing Effies with three wins for P&G. She also helps lead the retail practice at Arc and is chief strategist for Farmhouse, Leo Burnett’s innovation and new venture practice.

nMasha Sajdeh, Chief Shopper Strategist, Senior Vice President of Insights & Strategy

BBARD ADVERTISINGnBarb Stabno, President

Stabno has more than 25 years of experience devel-oping strategic integrated marketing communica-tions programs for top Fortune 500 manufacturers and retailers. She currently oversees client engage-ment and strategic development at Bard.

BLUE CHIP MARKETING WORLDWIDEnLowell Cantor, Chief

Operating Officer Cantor has 20 years of shopper and grocery experience and oversees operations, HR, finance and media.

nBeverly Grant, Chief Retail Officer Grant leads the retail and shopper marketing practice for clients such as Blue Bun-ny and Procter & Gamble.

nStanton Kawer, Chairman and CEO Kawer leads the agency’s work in insights-based strategy for clients such as Procter & Gamble. Under his guidance, Blue Chip has experienced more than 200% growth for the past five years.

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Paul Kramer attributes his success in shopper marketing to having a keen eye for talent – a skill he developed while working for some re-nowned agencies. He spent the first 11 years of his career at the likes of Grey Advertising, Ted Bates and Saatchi & Saatchi. He moved to D.L. Ryan Companies in 1990, taking an entry-level position, and held every account-level position in the company on his way to becoming the CEO.

“My path to CEO has been to hire the best and brightest people in the industry, give them the tools and resources necessary to serve our clients, and support them with encouragement and guidance,” Kramer says. “This path has given me a profound appreciation for the role, responsibility and importance of each title.”

Kramer helped launch Catapult in 2004 with a vision of “balancing the art of branding and brand-building with the science of transac-tional marketing to create the ‘art of conversion.’”

Ten years later, and following Epsilon’s 2012 acquisition of Catapult, Kramer discusses the agency and the discipline of shopper marketing.

How does Catapult define shopper marketing?KRAMER: Retail-focused omnichannel engagement, based on da-ta-driven shopper insights and observations that drive sales, while supporting retailer and manufacturer brand equities. We describe it as the “art of conversion” – balancing the science of data-driven shopper insights and observations with the art of compelling cre-ative engagement to turn consumers into shoppers, shoppers into buyers, and buyers into loyal advocates.

How might the definition change depending on the client and their needs?KRAMER: The definition does not change. Shopper marketing in-sights, observations, tactics and the engagement changes to lever-age the retailer, channel, shopper mission and brand equities. For example, an OTC brand at drug will be supported as a destination driver, while the same brand at grocery may be supported as an im-pulse brand – “I see it, I buy it.” In the case of drug, “pre-shop” is crucial to driving engagement; while at grocery, the “buy” cycle is the key to success. Either way, the definition of what we are trying to achieve through shopper marketing does not change.

How has your agency evolved in the last few years?KRAMER: Catapult has grown and expanded based on the agency’s three key platforms that are necessary for effective shopper market-ing: retailer intimacy, shopper insight and brand strategy. We have in-vested heavily in building a comprehensive network of retail offices from Amazon to Walmart that fortifies our retailer intimacy. Catapult understands retailer merchandising philosophies, marketing strate-gies and business goals in a real-world environment. We have also built an industry-leading strategy and insights offering that balances shop-per insights, consumer studies, analytics and digital strategy to deliver on a true omnichannel solution across the marketing spectrum.

What are Catapult’s biggest challenges today and into the future?KRAMER: Catapult’s challenges are the industry’s challenges, which are developing compelling and valuable shopper insights that drive shopper solutions, and avoiding a breakdown in communications between the retail and the manufacturing communities. Shopper marketing depends on great insights that capture the shopper mis-sions and drivers that motivate shoppers to buy. These insights are different than consumer insights as they are tied to the path to pur-chase. Today, far too many manufacturers and retailers undervalue the importance of shopper insights and therefore are not prepared to deliver compelling shopper solutions.

Further, our challenging economy is driving retailers and manu-facturers to lose sight of the bridge that connects their mutual goal – the shopper. Both groups are turning inward to focus on opera-tional efficiencies and one-size-fits-all solutions versus customizing solutions to fit shopper needs and wants. We are reverting to an era where manufacturers are rewarded for selling more with less and

retailers are focusing on buying based only on lowest cost. As the advocate for the shop-per, we need to think about their needs based on the channel, the shopper mission, the mo-tivation and the solutions identified through insights. These lead to focus on assortment, education, inspiration and shopper solutions,

for which shoppers will gladly pay more.

What role will the physical store have going forward in this increasingly omnichannel world?KRAMER: The physical consumer packaged goods store, for the foreseeable future, will be the primary location for purchase. It is the first moment of truth when the shopper and the brand interact and the actual price-value relationship solidifies. It is the primary loca-tion for activation as we recognize that merchandising in the form of feature and displays remain the most effective sales drivers in the arsenal. Physical stores will remain the hub of the path to purchase.

CATAPULTPaul Kramer, CEO

Photo by Ty Foster

“ Today, far too many manufacturers and retailers undervalue the importance of shopper insights and therefore are not prepared to deliver compelling shopper solutions.”

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nBob Klein, Chief Strategy Officer Klein leads the strategic planning and research department and is re-sponsible for leveraging the “Uniting Brand to Sales” process for Blue Chip clients.

nJamie Olson, Vice President, Shopper Marketing Olson is a seasoned shopper marketer who leads the practice at Blue Chip. She works regularly with the agency’s brand clients who are new to shopper market-ing and helps them understand the industry and best practices.

nSherri Rosenberg, Media DirectorRosenberg oversees media planning for Blue Chip clients.

nJeff Skolnik, Executive Vice President & General Manager, Blue Chip Retail Marketing Skolnik brings more than 15 years of analytics and creative experience to retail and shop-per marketing work for Blue Chip Retail clients across more than 35 product categories.

nPat Taflinger, Vice President of Media Taflinger oversees the traditional, digital and social media buying and planning for all Blue Chip Marketing Worldwide clients.

nSarah Van Heirseele, Vice President of Digital Van Heirseele and her team are responsible for developing and executing digital shopper market-ing campaigns for clients such as P&G, Ricola, Heinz and Blue Bunny.

CCATAPULTnSteve Abdo, Senior

Vice President, Kroger Team Lead Abdo leads Catapult’s Kroger capability for cli-ents including ConAgra Foods and Dr Pepper Snapple. He also leads an effort to grow the number of clients that leverage Catapult’s decen-tralized shopper model for Kroger.

nMelissa Berryhill, Senior Vice President, Walmart Team Lead Berryhill has more than 15 years of experience in retail and shopper market-ing and currently leads the Catapult office in Bentonville, Ark.

nTom Brown, Executive Vice President, Senior Group Director Brown co-leads the Catapult Minneapolis office and manages top client engagements.

nPeter Cloutier, Chief Marketing Officer Part of the leadership team since Catapult’s launch, Cloutier helps drive the agency’s brand positioning, service offerings and thought-leadership agenda, in addition to leading business development efforts.

nBrian Cohen, Executive Vice President, Group Director, E-Commerce Cohen brings more than 15 years of experience in digital, marketing and brand strategy across a variety of indus-try verticals. He currently leads Catapult E-Commerce, a CPG-focused specialty practice within the agency.

nLynn Cross, Account Director Cross has more than 15 years of shopper market-ing experience. She is cur-rently based in Cincinnati, where she lives and breathes Kroger.

nBrian DeLong, Vice President, Shopper Experience DeLong heads Catapult’s shopper marketing creative team from the Minneapolis office. He has 16 years of behavior-based communications experi-ence across multiple industries and cre-ative environments including direct to consumer, promotions, retail advertising and design.

nHeidi Froseth, Executive Vice President, Retail Shopper Marketing Leader Froseth leads Catapult’s award-winning shopper marketing division and manages the decentralized customer-expert teams located in top retailer headquarter locations.

nJennifer Gioffre, Executive Vice President, Group Director Gioffre has more than 15 years of experience in marketing on both the client and agency sides.

nPaul Kramer, CEO See profile on page 3

nJoe Robinson, President Robinson is responsible for managing clients and more than 300 employees in 13 locations and span-ning disciplines including promotion activation, shopper marketing, digital marketing, Hispanic marketing and data-driven marketing.

nRoberto Siewczynski, Executive Vice President, CatapultVista Siewczynski is head of Catapult’s multicultural unit, CatapultVista, and has more than 20 years of experience leading Hispanic shopper, promo-tional and advertising efforts for leading brands including Western Union, Pepsi, Clorox, Hershey and Kraft.

COLANGELO SYNERGY MARKETINGnMichael Dillon, Executive Director,

Brand Activation & Shopper MarketingDillon is an innovative leader who estab-lishes new directions to reach wide audi-ences and maximize initiative impact.

nMargaret Parker, Managing DirectorParker is responsible for the perfor-mance and overall client/agency health for assigned Diageo brands including Smirnoff, Captain Morgan, Johnnie Walk-er, Tanqueray, Crown Royal, Ketel One and Sterling Vineyards.

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nPeter Viento, Executive Creative Director

nEdward Wallon, Executive Director, Commercial StrategyWallon applies marketing, trade and sales experience along with consumer and shopper insights to brand and busi-ness planning for several key agency clients including Diageo and Church & Dwight.

COLLABORATIVE MARKETING GROUPnGary Friedlander,

Partner Friedlander is co-founder of the agency and cur-rently leads the Heinz ac-count team.

nGarrett Plepel, President Plepel is responsible for overall management of agency operations, financ-es and new business, as well as day-to-day management of the MillerCoors account.

CURB CROWSERnTracie Curb-Crowser, CEO & Chief

Creative OfficernDean Forbes, President

DDIRECTOHISPANICnDiana Mejia-Jones,

Chief Marketing Officer In addition to being CMO, Mejia-Jones also leads special projects for Campanario, a sister company to DirecToHispanic.

nNery Vazquez, Chief Operating Officer Vazquez is a national leader in developing and executing creative shop-per marketing solutions for marketers to engage Hispanic consumers.

EEASTWEST MARKETING GROUPnJoyce Lu, Vice President, Strategic

PlanningLu leads strategy and insights develop-ment as well as market research initia-tives, spearheading a wide range of strategic initiatives from consumer- and retail-insights research, brand position-ing and identity development to plan-ning innovative promotional solutions.

nKristina Mangus, Vice President, Account DirectorMangus is a results-oriented marketing pro with more than 12 years experience in shopper marketing, consumer promo-tions, branding, integrated planning and execution.

nCraig Moser, Vice President, Group Account Director, Retail MarketingMoser leads EastWest’s in-store planning, as well as execution and digital initia-tives. He has been instrumental in the launch and continued operation of East-West’s retail-focused discipline.

nLou Ramery, CEORamery recently joined EastWest, bringing extensive CRM, loyalty and digital experience across numerous verticals. He’s held both agency and client-side senior management positions at Accenture Digital, Sears Holdings, Digitas, PepsiCo and Continental Airlines.

FFAME, A RETAIL BRAND AGENCYnLynne Robertson,

President & CEO Robertson, who joined FAME in 2003, has enjoyed a 20-year marketing career built on brand develop-ment and retail promotion. She has orchestrated domestic and international campaigns for some of the world’s most recognized brands.

FCB/REDnTeddy Brown, Executive

Vice President, Group Creative Director Formerly creative head of FCB on the West Coast and a creative leader of the Taco Bell account, Brown leads all creative efforts for FCB/RED.

nTina Manikas, President As an innovator of inte-grated, through-the-line marketing communica-tions and a leading prac-titioner of brand-building and behavior-driving activation, Manikas oversees retail marketing and activation efforts worldwide.

nCurt Munk, Senior Vice President, Head of Strategy Munk leads FCB/RED’s retail and activation planning group and is re-sponsible for client strategy work, global activation support to FCB, and best practices.

GGALILEO GLOBAL BRANDING GROUPnSimon Mark Haddad,

Director, Shopper Marketing Haddad is responsible for leading the digital team and fully establishing the shopper marketing practice for Daymon Worldwide’s Galileo Global Branding Group.

nAlexander McLean, Senior Manager, Digital Shopper Marketing McLean has more than 15 years of digital experience developing fully integrat-ed digital programs for brands including Unilever (Hellmann’s and Degree), Nestlé Waters, Energizer Personal Care, MasterCard and Amica Insurance.

nCarol Reindel, Vice President Reindel’s responsibilities include leading strategic initiatives on accounts such as 7-Eleven, H-E-B and Topco membership accounts, as well as leading the marketing team in corporate new business development and thought leadership.

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Throughout Scott McCallum’s career, he has always maintained a clear focus on the CPG world. He spent 13 years in sales and brand management with The Hershey Co. before taking a position with what is now The Mars Agency, where he spent the next eight years. He’s spent the last four years with Geometry Global.

McCallum has a dual role within Geometry, leading the agency’s shopper marketing team for Kimberly-Clark in North America, while also heading up the shopper marketing practice for Geometry Global North America – “with a mandate to continually hone our shopper marketing capabilities and win new business,” he says.

He says he gets personal satisfaction from helping colleagues de-velop skill sets and expertise, helping clients develop new business, and helping his company develop an industry-leadership position. Here he discusses shopper marketing today and in the future, and Geometry’s role in both.

How does Geometry Global define shopper marketing?MCCALLUM: For us, it’s defined as all marketing stimuli along the path to purchase and in-store that’s developed with a deep under-standing of the shopper’s attitudes and behaviors and customer strategies – bricks and mortar, click and mortar, and e-commerce – which are designed to build brand equity and sales.

How might the definition change depending on the client and their needs?MCCALLUM: I do not think the definition changes; however, a cli-ent’s level of engagement in shopper marketing will vary based on a number of factors: the company’s commitment to shopper mar-keting, and where the client is in the development of its shopper marketing capability, category dynamics and competitive set.

All these dynamics will influence and determine the level of the client’s ability to unearth compelling shopper insights and engage with the shopper along the path to purchase.

How has Geometry evolved in the last few years?MCCALLUM: In June 2013, WPP merged G2, JWT Action and Ogilvy-Action to form Geometry Global, the largest and most geographi-cally complete activation network in the world. We operate in 90 offices in 56 markets, bringing together complementary expertise in shopper marketing, digital activation, consumer promotions, ex-periential marketing, relationship marketing and media planning and buying.

The ability of shoppers and consumers to browse, compare and buy anytime and anywhere makes it much more challenging to in-fluence them to not just believe something, but to do something – to act. The path to purchase has grown more complex and non-linear, so delivering superior business results for our clients requires laser-focused precision where brands and people connect and interact. At Geometry Global, we find and own precisely the right

combination of spaces, places, moments and voices, along the pur-chase-decision journey – PDJ – that result in more people buying more of our clients’ brands more often.

What are the agency’s biggest challenges today and into the future?MCCALLUM: Finding great, experienced shopper marketing tal-ent. The shopper marketing discipline is growing rapidly, and the demand far exceeds the supply of skilled, experienced and knowl-edgeable shopper marketing practitioners. To address this issue, we as an industry must come together to influence the content of

the marketing and advertising courses at our MBA schools to include the principles of shopper market-ing. By doing so, we will expand the pool of great shopper marketing talent available.

How should clients evaluate an agency’s performance?

MCCALLUM: The agency’s performance should be evaluated based on specific, quantifiable objectives established at the beginning of the year. Objectives should include a combination of meeting the client’s day-to-day shopper marketing program deliverables, as well as the roles the agency plays in helping to achieve the brand’s sales targets for defined shopper marketing programs.

What role will the physical store have going forward in this in-creasingly omnichannel world?MCCALLUM: In the evolving world of “continuous commerce,” physical stores will continue to play a role in the shopping experi-ence. We believe shoppers will naturally go back and forth between online and in-store purchasing because of the convenience of on-line and the social and experiential stimuli shoppers receive from the physical store environment.

GEOMETRY GLOBALScott McCallum, President, Shopper Marketing, North America

“ The shopper marketing discipline is growing rapidly, and the demand far exceeds the supply of skilled, experienced and knowledgeable shopper marketing practitioners.”

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Photo by Brian Morrison

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GEOMETRY GLOBALnHugh Boyle, Chief

Digital Officer Boyle oversees digital, social and mobile technol-ogy’s impact upon the shopper journey. He has become a recognized industry expert in this area, regularly publishing articles and speaking at events.

nSteve Harding, Global Chief Executive Officer Harding oversees experts operating in 56 markets around the world who are specialized in shopper, trade, relationship and experiential marketing, and in digital activation.

nCarl Hartman, Chief Executive Officer, North America Hartman is the CEO of Geometry Global as well as the WPP team leader for Kimberly-Clark. He chairs the team leader shopper marketing task force and sits on the digital task force in addition to sitting on the WPP data alliance steering committee.

nBruce Henderson, Chief Creative Officer, North America Henderson provides cre-ative vision and oversight for Geometry Global of-fices in New York, Chicago, Akron (Ohio), San Francisco, Toronto and Montreal. He has helped bring a range of new client brands into the agency and has champi-oned breakthrough creative work.

nGail Kay, Executive Vice President, Managing Director, Akron Kay uses all she’s learned from more than 26 years in brand activation, en-compassing stints in media, account ser-vice and agency management, to help clients build brand equity, engagement and drive toward conversion at every point along the path to purchase.

nNancy Leibig, Executive Director, Shopper Marketing Leibig understands what brands need to develop shopper solutions, and her work in media, digital, advertising, promotions and customer-relationship management make her a savvy market-ing partner for clients.

nRon Magliocco, Managing Director for Geometry at JWT Magliocco leads the Ge-ometry Global business within J. Walter Thomp-son. His primary focus is to bring preci-sion activation to life for JWT’s current clients in North America and globally.

nScott McCallum, President, Shopper Marketing, North America See profile on page 6

nEric Pakurar, NA Chief Strategic Officer Pakurar oversees planning and strategy teams across all practices, including the interactive marketing, pro-motional marketing, relationship market-ing and branding & design practices.

nSoche Picard, Executive Vice President, Group Account Director Picard was brought on in January 2014 to run the Team Unilever shopper business. It is a WPP Constellation model comprised of eight agencies that come together to define and deliver a new best practice for how Unilever markets to shoppers.

nKevin Shelhamer, Managing Director, Chicago Shelhamer’s current role is to strategically align and lead agency resources against clients’ scope of work to develop and execute integrated shopper market-ing strategies that maximize sales, moti-vate shopper-purchasing decisions and build brand equity across retail channels.

GREY WORLDWIDEnKaren Barnaby, Vice

President, Account Director Barnaby brought a strong shopper marketing back-ground to the Clairol/Wella and CoverGirl teams when she joined Grey New York in 2012. She pro-vides leadership and strategic direction of the development and execution of programs along the path to purchase, integrating all offline and online market-ing activity.

nAngelika Kaprelian, Shopper Strategist/ Planner Kaprelian joined Grey in 2014 as the shopper strategy lead for shopper marketing across the agency’s global network. She sits within the integrated planning team to ensure it infuses shop-per insights across all work and supports new business initiatives at Grey New York.

nJoe Lampertius, Global CEO, Shopper Marketing Lampertius joined Grey last year to pull together all of the agency’s shop-per teams to create one united global practice, but at the same time work closely with the global advertising, digi-tal, activation and PR/social teams to cre-ate one truly integrated offering to drive client brands’ growth from conception through execution along the entire path to purchase.

nShelly Sawyer, Vice President, Channel Director & Retail Strategist Sawyer joined Grey in 2014 as the retail strategy lead for the agency’s shopper marketing organization across its global network and to support new business initiatives at Grey New York.

nLeigh Temple, Account Director Temple moved from the Grey Shopper London team in 2014 to lead the shopper marketing inte-gration on the Grey New York CoverGirl team that consistently delivers store-back solutions to grow P&G’s beauty business.

GROUP 360 WORLDWIDEnGreg Mueth, Vice

President, Account Planning and Shopper Marketing Mueth has more than 20 years of CPG and retail experience serving companies such as Anheuser-Busch, Walmart, Kellogg and Procter & Gamble. He leads the shopper marketing and insights disciplines.

HHARVEYnKathy Harvey,

President Harvey launched the agency in 1986 because she understood that the retail environment would become an incredibly powerful market-ing medium. She believes that strong relationships and hard work make both the agency and the client successful.

HMT ASSOCIATES INC.nPatti Conti,

President & CEO After 19 years with McDonald’s Corp., Conti left the world of QSR to launch HMT Associates in 2002, following her passion for consumer brands and building her expertise in maximizing their potential across a vast retail landscape.

nRick Einhaus, Executive Vice President With more than 30 years of multi-discipline market-ing experience, Einhaus understands the impor-tance of integrating the retail experience into the brand plan from the start. He has extensive expertise in qualitative and quantitative consumer, shopper and sales research.

nKen Nash, Account Director Nash has a passion for cre-ating dynamic, shopper-stopping programs that work in today’s compli-cated retail environments. He has a track record for developing smart strategic plans across shopper marketing chan-nels for such clients as Unilever, Camp-bell, Wrigley and Kraft.

nLisa Norat, Vice President, Client Service After eight-plus years in the marketing depart-ment of the NBA, Norat took her “A” game to the CPG arena, where she helped build long-term share growth for some of America’s biggest, most recognizable brands.

HUNTER STRAKERnPaul Ballew, Vice

President of Strategic Planning, Hunter Straker U.S. As a 20-year veteran of marketing strategy and a student of human behavior, Ballew has extensive experience guiding clients through the retail landscape. Fluent in both manufacturer and retailer dialects, he leads clients toward unique opportu-nities to seize a greatest share growth for their brands.

nCora Brady, Vice President, Digital, Hunter Straker North America Brady leads the North American retail market-ing digital services for the agency, helping brands and retail-ers navigate the rapidly changing retail landscape with digital shopper market-ing solutions that are designed to drive purchase.

nHoward Davidson, Senior Vice President, Shopper Solutions U.S. With more than two decades of experience in shopper marketing inno-vation, Davidson is uniquely qualified to lead shopper solutions in the U.S.

nMatthew Diamond, Senior Vice President, Hunter Straker Canada & Mosaic Diamond currently over-sees the Canadian Hunter Straker operation, as well as the consum-er packaged goods portfolio for Mosaic. He has been the driving force in shaping the vision for Hunter Straker, providing clients with award-winning solutions that connect shopper behavior to sales growth.

nLee Esmond, Vice President, Experiential Marketing, Mosaic & Shopper Solutions With 17 years of inter-national experience in different classes of trade and marketing, Esmond guides her team in the develop-ment and execution of retailer and shop-per engagement through campaigns, category solutions, consumer promo-tions, digital, social media, technology solutions, experiential marketing, retail events and sponsorships.

nJames Fraser, Senior Vice President, Retail Guy, Hunter Straker North America An 18-year industry vet-eran, Fraser leads agency operations, creative and strategy, and is a pioneer of Hunter Straker’s purchase design positioning.

nChad Grenier, Executive Vice President, Retail Marketing Services, North America, AMG See profile on page 9

nAnne Howe, Senior Vice President, Shopper Solutions U.S. Howe delivers strategic shopper marketing solu-tions for retailers looking to effectively connect with their custom-ers in the community, online and in-store through engaging shopper experiences.

nJason Katz, Senior Vice President, Client Service, Hunter Straker North America Katz leads his team in the development and execu-tion of strategic, integrated purchase design marketing activations that create impactful brand impressions and help shoppers on their journey along the path to purchase.

nSteve Noble, Vice President, Shopper Solutions Canada Noble has worked with both retailers and CPG manufacturers to create programs that engage shoppers to drive brand equity, sales and loyalty.

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Chad Grenier has spent nearly two decades helping brands and manufacturers connect with customers and consumers in non-tra-ditional ways – ways that have been evolving with the marketing landscape. A native Canadian, Grenier has concentrated much of his efforts on studying the private brand space as well as entrepreneur-ship and marketing communications.

After spending 10 years at Mosaic leading its marketing and sales division, he became the executive vice president of retail marketing services for Acosta Mosaic Group (AMG) in March 2013. He is respon-sible for the overall direction and growth of the retail marketing ser-vices business unit including Hunter Straker and Shopper Solutions. “His vision was building an agency for the day when reaching mass audiences with TV would be difficult or impossible to do,” Grenier said about his first meeting with Aidan Tracey, president of AMG. “It sounded extreme back then, but that’s exactly what is happening and why our model has been so successful.” Here, Grenier shares his thoughts about his work and the industry.

How does Hunter Straker approach shopper marketing?GRENIER: We still don’t call ourselves a shopper marketing agency. We’re in that sphere, but Hunter Straker is more than 50 years old and was built on the principals of being a purchase de-sign agency focused on branding and package design. We have strong roots in category and brand visual language – other assets that we’ve brought to shopper marketing – which is really helping our clients.

When James Fraser and Matthew Diamond joined Hunter Straker nearly five years ago, they combined branding and packaging de-sign with pathway to purchase in this simple concept called “pur-chase design,” and everything we do is designed to drive purchase. We offer a broader platform of services to our clients – if we can make more people engage with our clients’ brands and ultimately ensure that shoppers are selecting their brands, then our clients are going to win and we’re going to win. The industry has been too fo-cused on what shopper marketing is and isn’t, and should be more focused on how to create value for clients.

What are the agency’s biggest challenges, today and into the future?GRENIER: Being innovative and making sure we’re staying ahead of the curve of our clients. I call them retailer-marketing ecosystems because around every retailer there are all kinds of things you can do. Our retail-intelligence platform will be a big asset for us going forward, as well as for our clients.

The other challenge is talent. When you go through changes, it impacts your talent. If we can get to a time when the vast majority of promoting and hiring is done from within and we can teach and train them our way, the agency will only get stronger in its point of difference. Moving away from hourly pricing is also critical and, finally, helping our clients deal with the world of trade and/or trade

HUNTER STRAKERChad Grenier, Executive Vice President, Retail Marketing Services

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plus as retailers are looking to capture a greater share of marketing and media budgets in addition to their trade spends.

How should clients evaluate an agency’s performance?GRENIER: Are we creating value for clients? Period. If you’re in the shopper marketing space, and helping to build, protect and elevate clients’ brands is not part of the equation and it’s only about volume – I think that’s a miss. We have to be delivering on the key business objectives that we set out. I think it’s about bringing new thinking

to the table and helping to inno-vate. Clients also play a big role and have an opportunity to eval-uate themselves on whether or not they’re enabling their agency partners. Do they have the right

focus, leadership involvement and prioritization versus coming back after the fact and asking questions?

Going forward, what role will the physical store have in this increasingly omnichannel world?GRENIER: There are many years ahead of physical shopping, but it will continue to evolve. Our job is to help reimagine the customer experience by creating unique value propositions, offerings and new experiences for our clients’ loyal customers. Also, if manufac-turers and retailers can find ways to rethink the value-to-value prop-osition to their customers, it will help the physical stores retain value and continue to win. We have to have an eye on innovation and tie together the digital/virtual and physical worlds.

“ The industry has been too focused on what shopper marketing is and isn’t, and should be more focused on how to create value for clients.”

Photo by Ty Foster

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nCraig Elston, Senior Vice President, Insight & Strategy Elston oversees Integer’s insight and strategy team as well as the media team. Based in the Integer Denver office, he works to provide key insights into shop-per behavior and purchase motivation to ultimately help clients turn shoppers into buyers.

nFrank Maher, COO and Group President, Midwest Maher leads Integer’s Des Moines, Iowa, office, over-seeing client relationships and growth, as well as maintaining operations across the Integer network.

nXan McNelly, Executive Vice President, Chief Integration and Strategy Officer McNelly creates brand and shopper experiences across offline and online touchpoints. She oversees a team of specialists in digital, relationship marketing, PR, social media, media and analytics, and leads the insights and strategy department in Des Moines.

nNicole Souza, Senior Vice President, Network Business Development Souza leads network busi-ness 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, British Airways, Johnson & Johnson, and Nextel.

nMike Sweeney, CEO Sweeney oversees the management of multiple agencies in the Integer network that includes more than 1,200 associ-ates globally.

IIN MARKETING SERVICESnValerie Bernstein,

Senior Vice President, Business Development After many years of lead-ing client teams, Bernstein now heads the new busi-ness function for the agency, overseeing a dedicated team that diversifies the cli-ent mix, identifies and incorporates new services and customizes highly flexible solutions.

nSean Conciatore, Senior Vice President, Executive Creative Director Conciatore is responsible for strengthening and in-spiring IN’s creative output for all clients and customers.

nElizabeth Fogerty, Senior Vice President, Strategic Planning & Insights Fogerty brings more than 20 years of integrated marketing experience to her current position. She is responsible for develop-ing insight-driven, customer-specific, retail marketing strategy across the full breadth of the IMS service offering.

nJill Griffin, PresidentnLisa Klauser,

President, Consumer & Shopper Marketing Klauser joined the agency in 2012 after a prolific 19-year tenure at Unilever. Pulling experiences from her Shopper Marketing Hall of Fame career, she leads a team more than 225 people strong.

nSara Riley, Vice President, Client Services

nAllison Welker, Executive Vice President, Client Services Welker leads the 125-plus-person team of brand- and customer-facing client service individuals at IN Marketing.

THE INTEGER GROUPnReyna Alishio,

Executive Vice President of Account Leadership Alishio oversees the ac-count leadership depart-ment in Integer’s Denver office and ensures that client teams are driving results and leading clients into the future. She has more than 20 years of experience working on a variety of clients including P&G, Kellogg, Johnson & Johnson and MillerCoors.

nWill Clarke, Executive Creative Director Clarke leads the creative group in Integer’s Dallas office and provides disrup-tive shopper marketing solutions for clients including 7-Eleven, AT&T and FedEx.

nEllen Cook, President, Dallas Cook leads Integer’s Dal-las office and oversees its retail arts lab where the agency works with clients to explore branding and selling in physi-cal and digital spaces to stay ahead of emerging trends in retail and technology.

nLaura Davis-Taylor, Senior Vice President, Omnichannel Experience Davis-Taylor is focused on creating contextually compelling shopper ex-periences that bridge home, life and the store for Integer’s retail clients. Her brand experience includes AT&T, Lowe’s, Best Buy, Coca-Cola, and L’Oreal/Lancome.

nMarc Ducnuigeen, President, International Ducnuigeen leads In-teger’s network of 18 international offices. He oversees business devel-opment initiatives for the global network and is the chief client officer for Integer’s Procter & Gamble relationship.

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LLUNCHBOXnJay Mathew, Senior Vice President,

General ManagernAdam Roe, CEO

After having seen the low ROI from traditional advertising – and less than inspired retail marketing – Roe opened Lunchbox in 2005 to develop a new type of shopper engagement solution for Walmart, Unilever, P&G, Time Warner and Viacom.

nKevin Weisberg, Chief Marketing Officer Weisberg is a leader in bringing suppliers and re-tailers together to deliver a cohesive and valuable message to shoppers in the digital and social space.

MTHE MARKETING ARMnMike Paley, Senior Vice

President, Shopper Marketing & Experiential Based in Dallas, Paley is responsible for defining and creating shopper and experiential strategies across the agency’s client base, including AT&T, Anheuser-Busch, Bacardi, Chrysler, Dannon, Frito-Lay, JCPenney, Nintendo and State Farm.

MARKETINGLABnRich Butwinick, Owner

Butwinick has more than 20 years of experience in shopper marketing, retail marketing and promo-tions for leading manu-facturers such as Procter & Gamble, Land O’ Lakes, Viking Range, Delta Faucets, Western Union and McKee Foods.

nChris Haas, Creative Director Haas joined the agency in 2008 and has used the previous decade’s experi-ence in retail advertising to form key partnerships with retailers.

nMark Lenss, Senior Vice President, Managing DirectorLenss has more than 25 years of experi-ence in marketing, with an emphasis on consumer promotions for both large and small brands.

nKate Mendel, Account Director Mendel manages the Western Union account including the retail and CRM teams. For nearly 10 years she has been developing and ex-ecuting shopper marketing campaigns and generating results for clients such as CenturyLink, Supervalu, Gold’n Plump, No Name Steaks and P&G.

nKatie Seleski, Account Director Seleski, who has been working in shopper mar-keting on both the client and agency sides for the past 15 years, manages iconic brands such as Land O’ Lakes, Honeywell and P&G.

nJohn Tieszen, Vice President, Managing Director Tieszen has more than 25 years of marketing and promotion experience on both the agency and client sides.

THE MARKETING STORE WORLDWIDEnChris Hess, Vice President,

Marketing & Business Development nRob Pieper, Senior

Vice President, Strategy and Planning

nLiz Robinson, Vice President, Planning and Strategy Robinson recently joined The Marketing Store af-ter leading the shopper insights practice at Rivet, OgilvyAction and Saatchi & Saatchi X Chicago. She has more than 20 years of experience in shopper marketing and brand activa-tions for leading manufacturers such as P&G, Frito-Lay, Kraft, Kimberly-Clark, Unilever and LG.

MARKETVISIONnYvonne “Bonnie”

Garcia, CEO, Founder Garcia founded MarketVi-sion in 1998 after 22 years in corporate marketing, in-cluding 15 years directing Hispanic marketing and field marketing for Coca-Cola USA and Stroh Brewery.

nFrenchie Guajardo, Executive Vice President, Shopper & Digital Marketing Guajardo leads MarketVi-sion’s cultural insight-based shopper marketing practice for Hispanic as well as total market efforts. Clients include MillerCoors, ConAgra, Kraft, Mondelez International, J.M. Smucker and Cargill’s Rumba Meats.

THE MARS AGENCYnKen Barnett,

Global CEO As a seasoned agency leader with more than three decades of broad experience in market-ing and advertising, Barnett oversees an agency-wide culture of professional growth and client-service excellence.

nSue Golden, Senior Vice President, General Manager Client Leadership A significant part of The Mars Agency for 16 years, Golden currently oversees the Colgate-Palmolive and Hill’s Pet Nutrition businesses.

nFern Grant, Executive Vice President Strategic Planning Grant oversees a 20-per-son strategic planning team that includes ac-count, engagement and digital strategists, and research and analytic specialists serving core clients.

nTheresa Lyons, Senior Vice President, Retail Consultancy Lyons leads a team of retail strategists who are dedicated to a deep understanding of commerce, encom-passing every outlet in which shoppers engage and purchase.

Rob Rivenburgh oversees the day-to-day operations at The Mars Agency and is responsible for driving the agency’s cul-ture. He says the most rewarding part of his job is seeing the organization – and its people, specifically – grow. “We’ve been driving the building of growth capabilities, particularly in the four key areas of creative, strategic planning, retail consultancy and digital innovation,” he says.

Rivenburgh began his career in sales before progressing into brand management and customer marketing roles. He spent 14 years at Nestlé and three at Diageo in brand manage-ment and channel management before he made his way to Mars in 2002, a time when he wanted to give something “a bit more entrepreneurial” a try.

During his first two years at Mars he was tasked with helping build and lead the organization’s field-based retail team. After that he spent more than six years in Bentonville, Ark., building a team from the ground up that eventually numbered 50 peo-ple. Now in his 12th year at the agency, Rivenburgh recently shared his thoughts on shopper marketing, The Mars Agency and what the future holds for both.

How do you and The Mars Agency define shopper marketing?RIVENBURGH: I like to look at shopper marketing first as part of the overall marketing proposition, and certainly integrated in the context of the overall role of marketing, which is to create brand value, drive change in behavior and produce demand-led growth. Shopper marketing is the creation and application of elements of a marketing mix to affect a change in shopper behavior that drives a purchase and consumption of a brand. Our proposition at Mars is to drive demand-led, profitable, sustainable growth through enriched shopping experiences.

How might the definition change depending on the client and their needs?RIVENBURGH: Depending on the client, we’ll shift our proposition along the spectrum of marketing, so it can either skew from shop-per marketing to brand management, or from shopper marketing down to retail management. Each of the three disciplines within marketing – brand, shopper and retail management – has a certain role. Depending on the spectrum of where our clients’ needs or abilities are, we’ll shift and pivot based on that spectrum.

Our vision is to change the practices of marketing as we know it today and move beyond shopper, or integrating shopper into the overall marketing discipline. We’re pushing to break the old model and move forward with a more integrated model.

What are the biggest challenges facing The Mars Agency today and into the future?RIVENBURGH: One is capability pressures. We’re only as good as our

talent, so we’re constantly looking to develop our existing talent and acquire talent. We’ve made a big push in the last few years in training and development, including hiring a full-time trainer who is devel-oping curriculum for the organization that we’ll forward-integrate to our clients so we have a common language, approach and lexicon.

The other is more of an industry challenge: building the organi-zation’s capabilities to drive growth. We have to change the way people and teams work together across the various disciplines and functions. We’re feeling a ground-swelling from the bottom; for us

to be successful and ultimately change, it is going to have to be top-down acknowledged and a vision or practice deployed.

How should clients evaluate an agency’s performance?RIVENBURGH: Are we increasing consumer demand

by creating value and driving change in shopping behavior? We also need to deploy a more formalized approach to measurement evalu-ation that’s both qualitative and quantitative, but laddering back up to those broader objectives. We need to look at the quality of the insight, the quality of the creative idea, if there’s a touchpoint opti-mization, if we’re contributing to brand equity and what the busi-ness results are. It’s multifaceted, and there should be some sort of dashboard or scorecard.

What role will the physical store have going forward in this increasingly omnichannel world?RIVENBURGH: There will always be that place, position and need for the store, but the role is shifting. It’s moving from selling prod-uct and merchandising to creating shopper experiences. We have to help our clients differentiate and create that experience. Shoppers are moving from less hunting and gathering into wanting to be in-volved in a dynamic retail space.

THE MARS AGENCYRob Rivenburgh, Partner and Chief Operating Officer

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Photo by Jim Carlson

“ Our vision is to change the practices of marketing as we know it today and move beyond shopper, or integrating shopper into the overall marketing discipline.”

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nSteve Nottingham, Senior Vice President, General Manager, Client Leadership Nottingham leads the Walmart and MCX busi-nesses across the entire network of The Mars Agency. Over the last 11 years, he has worked across the agency’s key com-mercial functions and led many of the largest client engagements.

nRob Rivenburgh, Partner and Chief Operating Officer See profile on page 12

nJeff Stocker, Chief Creative Officer Stocker is charged with overseeing all of The Mars Agency’s creative leader-ship teams and product output. Highly knowledgeable in the arena of shopper marketing, he excels at identifying winning strategies and fostering brilliant creative achievements that motivate clients’ product sales.

MASS HISPANICnRichard Velez, Director,

Strategic Services Velez works to help de-velop strategies that en-able clients to effectively reach Hispanics where they work, live, play and shop. He has helped launch programs for clients such as Kimberly-Clark and Unilever, and he also presents a variety of workshops on Hispanic shopper marketing.

MATCH MARKETING GROUPnLiz Crawford, Vice

President, Strategy & Insights, Shoplab Crawford has more than 20 years experience in marketing, first as a brand manager and more recently as a shop-per marketing strategist. Her book, “The Shopper Economy” won a 2013 Market-ing Book of the Year Silver Award.

nMichael Dill, Managing PartnerDill, who has more than 15 years of ex-perience in shopper marketing and con-sumer marketing, leads the U.S. agency for Match.

nBrett Farren, President & CEO Farren has focused on end-to-end solutions for the path to purchase, inte-grating insights, strategy, promotion, digital, experiential, sales and retail services.

nMichael Harris, Managing Partner, Shoplab Harris has spent 25 years developing agencies in both Europe and the U.S., from which he brings extensive brand, retail and channel knowledge to the discipline of shopper marketing.

nPerry Miele, Chairman Miele has more than 20 years of experience in the advertising and marketing industry.

MERCURY MAMBOnJose Espinoza, Vice President,

Strategy & Business DevelopmentEspinoza is responsible for leading the overall strategy, vision and positioning for the transformation of the fast-grow-ing agency that defines shopper market-ing from a Hispanic perspective.

MOMENTUM WORLDWIDEnShaun Brown, Vice

President, Global Account Director Currently leading Momen-tum’s global beverage clients including Coca-Cola and Constellation, Brown’s focus is on the realm of digital shopper market-ing, shopper connections, research and planning.

nKevin Gosselin, Vice President, Group Creative Director Gosselin is the creative lead for shopper market-ing across The Coca-Cola Co. and many of its customers. He also leads shopper for luxury spirits.

nJeff Gould, Vice President, Creative Director Gould has more than 16 years of CPG experience in categories ranging from food and beverage to small appliances and office products. At Momentum, he collaborates with the broader team to provide strategic planning and creative solutions that are relevant across the shopper journey.

nKeith Katona, Director of Retail Marketing Katona recently joined Momentum and provides retail strategy support for shopper marketing and consumer promotion initiatives across key accounts such as Mondelez and Constellation.

nElena Klau, Senior Vice President, Director, Strategy and Insights Klau unites all agency tal-ent across strategy, mea-surement and analytics as one seamless North American center of excellence, sharing insights and re-sources for the improvement of all client business, as well as the agency’s growth.

nMary Kotyuk, Director of Marketing Activation With more than a decade of shopper, digital and integrated promotions ex-perience, Kotyuk recently joined Momentum to lead brand activa-tion initiatives for key accounts such as Coca-Cola and American Express.

nLaura Moser, Senior Vice President, Shopper Marketing Moser is responsible for leading and further building Momentum Worldwide’s shopper marketing practice across all North American CPG and retail clients – fortifying the agency’s leader-ship in understanding and adding value to the shopper experience for brands and people.

nJennifer Olliges, Vice President, Director of Business Leadership With more than 15 years of CPG experience in the areas of strategic plan-ning, shopper marketing and consumer promotions, Olliges is a key member of the agency’s global shopper marketing practice group.

nDonnalyn Smith, Executive Vice President, Regional Director, North America Smith is charged with overseeing the agency’s offices across the U.S., including all op-erations and client relations as well as people and cultural development.

nAdrian Velazquez, Vice President, Shopper Strategy An accomplished strategy consultant, Velazquez specializes in shopper marketing strategy and commercial ca-pability building for FMCG companies. He is known for instilling his passion for busi-ness analytics into all aspects of sales and marketing – from strategy to execution.

MOOSYLVANIA nNorty Cohen, CEO

Cohen founded the agen-cy in 2003 with a focus on motivating consumer behavior. Specialties today include digital, branding, promotions and experiential as Moosyl-vania follows key insights and killer in-stincts to drive conversion, whether it’s online or on the package.

nNick Foppe, COO Foppe has spent more than 20 years working on the brand and agency sides, including Michelob, O’Doul’s and Pabst.

NNSIGHT CONNECTnCharley Ciresi, Account DirectornAlicia Smestad,

President With a deep background and understanding of customer and retailer in-timacy, shopper insights and through the evolution of data and digital technology, Smestad and her team remain at the forefront of con-sumer engagement and results-oriented marketing.

PPARTNERS + NAPIERnSharon Napier, CEOnGreg Smith, Director,

Shopper Marketing Smith leads the agency’s shopper marketing team and works with national and regional clients includ-ing Keurig Green Mountain, Constellation Brands, Saputo Foods and Capital One.

RRED FUSE COMMUNICATIONSnKateri Benoit, Global

Director of E-Commerce/ E-Shopper Benoit, previously the senior manager of global digital strategy for Avon Products, joined the agency in September 2013.

nRodger DiPasca, Global Managing Director, Shopper Communications DiPasca leads worldwide shopper marketing for WPP’s Red Fuse, a ‘team agency’ that creates integrated communications for Colgate-Palmolive’s brands globally.

nKatie Gomez, Regional Supervisor, Shopper Communications, Latin America Gomez is responsible for shopper marketing throughout Latin America. Previously, she was part of Estee Lauder’s global creative operations team on the Clinique brand.

nDarcy McNair, Shopper Marketing Creative Director, U.S. Previously with Saatchi & Saatchi X in Fayetteville, Ark., McNair joined Red Fuse in July 2013.

nCharles Millet, Regional Supervisor, Shopper Communications, Europe

nValentina Tudose, Regional Director, Shopper Communications, Asia

RYAN PARTNERSHIPnJanet Barker-Evans,

Senior Vice President, Creative Director Barker-Evans is passion-ate about using creativity to solve clients’ business problems. She leads creative for Ryan Partnership Chicago and is an adjunct professor at DePaul University.

nSusan Boland, Chief Strategy Officer Boland leads Ryan’s Strat-egy practice and brings more than 20 years of digital, direct and analytic experience across CPG, retail, hospitality, financial services and telecom industries.

nJessica Branson, Senior Vice President

nDarryl Daoust, Group Director Daoust leads the digital shopper marketing center of excellence for Ryan Partnership. His cross-functional team focuses on the use of digital communications throughout the path to purchase to engage shoppers, build brand affinity and drive incremen-tal sales for the agency’s clients.

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Dina Howell made her first big splash in shop-per marketing in the mid-1990s when she and a few of her colleagues kick-started the practice at Procter & Gamble. The use of classical marketing skills to influence shoppers created the neces-sity for a better understanding of retailers, so in 1997 she and her family moved to Arkansas so she could lead the creation of shopper marketing with Walmart and Sam’s Club. “It became obvi-ous that to fully understand retailers and their shoppers, our shopper marketers needed to be located with the retailer,” she recalls.

One of those early projects with Walmart was what Howell today describes as the very first baby center, an area devoted specifically to items a mother wants and needs for her baby. That concept was the impetus for the rise of the now commonplace category-specific sections in retail locations around the world. “Intimately under-standing the retailer helped drive that success as well as future successes,” says Howell. “Shopper marketing began to be noticed based on these successes by other retailers and manufacturers.”

Howell, who continues to be a driving force behind the evolution and widespread adoption of shopper marketing, had risen to vice president of global media and brand operations by the time she left P&G for Saatchi & Saatchi X at the end of 2010. With her present fo-cus on growing the agency’s North American operations while col-laborating on shopper marketing with the 130 offices around the world, she recently shared her views on the current state and fore-seeable future of the discipline she helped develop.

How does Saatchi & Saatchi X define shopper marketing?HOWELL: We define shopper marketing using the Deloitte defini-tion: “Shopper marketing is the employment of any marketing stim-uli developed based on a deep understanding of shopper behavior, designed to build brand equity, engage the shopper, and lead him or her to make a purchase.”

Does the definition change depending on the client and their needs?HOWELL: The definition doesn’t change. Our work is designed based on the needs, budget and desired level of customization by retailer for each client. Our focus is to make retail simple for our cli-ents managing the request as part of the purchase cycle.

How has Saatchi & Saatchi X evolved in the last few years?HOWELL: Digital strategies and competencies are integrated into

SAATCHI & SAATCHI XDina Howell, Worldwide CEO

15

every campaign we do. Our work is omnichannel; just like the shop-pers that we serve. It is exciting to see the shopper marketing in-dustry continue to grow. As Saatchi & Saatchi X just celebrated our 15th year, it is amazing to look back on how far we have come as an industry and how far we can still go.

What are the biggest challenges facing the agency today and into the future?HOWELL: Retention of talent, recruitment of talent and develop-

ment of talent. The retail environment is evolving so rapidly and it is critical that we stay ahead of the curve. It is also important to remember the basics: strong shopper insights; creative that engages and entices shoppers; and brilliant, innovative retail execution of activations.

Outstanding insights and creative are meaningless if they can’t be activated at retail. That is a huge differentiator for Saatchi & Saatchi X. Our retail activation and compliance rates are outstanding, significantly above the industry average. If a program isn’t activated at retail, you don’t increase sales.

What role will the physical store have going forward in this increasingly omnichannel world?HOWELL: The physical stores will always be with us. Shopping is a social outlet for many people and there is still magic in being able to actually touch, see, smell and taste products. That will never change. In addition, the immediacy of shopping and bringing items home will stay.

What is constantly evolving is the integration of online shopping with physical stores. Pricing, delivery, value and selection are all things important to shoppers, and we are so fortunate to have the opportunity to drive this innovation at retail.

Photo courtesy of Saatchi & Saatchi X

“ Outstanding insights and creative are meaningless if they can’t be activated at retail. If a program isn’t activated at retail, you don’t increase sales.”

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nKim Finnerty, Senior Vice President, Consumer & Shopper Insights Finnerty leads Ryan’s insights function and brings more than 20 years of experience in brand consulting, account planning and shopper insights. She and her team focus on understanding why and how shoppers buy to help drive successful activation at retail.

nGreg Gage, Account Director Gage leads data-driven, insights-based digital shopper omnichannel strategy, innovation, ana-lytics and education for clients.

nKaren Gebhart, Executive Vice President, General Manager Gebhart leads integrated marketing, with a focus on shopper marketing, for leading retail, CPG and consumer healthcare clients.

nMike Marrinan, Executive Vice President, Group Director Marrinan’s experience spans strategic planning, retail/shopper marketing, digital/mobile marketing and integrated promotions. He leads teams that focus on insights-based shopper and digital solutions.

nTim Moore, Group Creative Director Moore leads his team to breakthrough creative ideas for his clients that change behavior and build business.

nLori Murphy, Senior Vice President Murphy has spent her career helping clients navigate the constantly changing integrated mar-keting landscape and understand how a big idea can simultaneously build a brand, drive business for a retailer and motivate shoppers.

SSAATCHI & SAATCHI XnJim Cartwright,

Executive Vice President, Managing Director Cartwright leads the agency’s Northwest Arkansas office and works directly with P&G’s Walmart global customer team on programs for Walmart stores and Sam’s Club locations across North America.

nEllis Collins, Senior Vice President, Production Services With more than two de-cades of experience in logistics, custom product engineering, sales and marketing man-agement, Collins oversees all aspects of North American project management, prototyping, production management, media/promotions, digital execution and pre-media.

nChristopher Gray, Vice President, Shopper Psychology Gray delves deep into the minds of consumers to understand the motiva-tions and influences that shape their shopping behavior. His insights and be-havioral models are deployed across the agency to create winning retail strategies and shopper communications that gen-erate sustainable results for global and regional clients.

nJessica Hendrix, Senior Vice President, Account Lead An outstanding business leader with strong stra-tegic capabilities in both creativity and analytics, Hendrix brings unique talents and discipline to her posi-tion at the agency’s Northwest Arkansas office.

nDina Howell, Worldwide CEO See profile on page 15

nDoug Van Andel, Executive Creative Director Van Andel has developed strong credentials in the areas of digital, ex-periential, promotional and traditional marketing during his 25-plus years in the industry.

nJohn Yengo, Executive Vice President and Managing Director Yengo has helped build some of the world’s most prestigious brands with his marketing, advertising and brand-ing expertise. His results have impacted large and small-sized organizations in manufacturing and services businesses.

SHOPPER 2 BUYERnAnn McGrath,

Group Director McGrath’s team focuses on in-store, around-the-store, static and digital shopper media.

SHOPTOLOGYnCharlie Anderson, CEO

See profile on page 18

nDino de Leon, Senior Vice President, Head of Creative De Leon applies nearly 20 years of diverse experi-ence to creating innova-tions in the shopper space. His team turns ideas into engaging physical and digital experiences that build bonds with shoppers for some of the world’s largest brands.

nJulie Fisk, Vice President, Managing Director Fisk’s career started in brand management and shopper marketing with 10 years at Abbott Nutrition. She spent the last three years developing her digital knowledge at an interactive agency, and today she leads the Shoptology team in Fayetteville, Ark., and oversees the group’s focus on digital at retail.

nKen Madden, Senior Vice President, Head of Engagement Madden is a sought-after industry speaker and thought-leader on analytics and shopper technology plat-forms. He joined Shoptology to build an organic approach to designing and executing digital and physical shopper engagement.

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nRich Feitler, President and Chief Operating Officer Under his leadership, TPN has 30 years of “making the buy happen” with and for iconic brands and world-class retail-ers. He continually inspires the agency to deliver commerce with imagination, working directly with agency and client leaders to foster collaboration and creative thinking.

nDeb Friedland, Managing Director, Planning and Perspectives Friedland, who has 20 years of experience across multiple marketing disciplines and industries, leads TPN’s insights and engagement strategy practice. She is responsible for the TPN knowledge center, including trend, shopper and retailer-specific research.

nSharon Love, CEO Love celebrated 25 years with the agency last year, the last 10 of which have been as CEO. She is ac-tively involved in empow-ering the next generation of leaders; she is on the board of the Women’s Sport Foundation and is a founding member of Omniwomen, the OMC Women’s Leadership Council.

nJohn Meyer, Managing Director, Bentonville, Ark. Formerly with Acosta, Meyer just joined TPN this year as Bentonville’s managing director, bringing senior-level experience in shopper marketing, new product development and a proven track record of successful go-to-market merchandising strategies for CPG companies.

nChristy O’Pella, Senior Managing Director, Client Service and Development O’Pella, with 20-plus years in the industry, leads sev-eral of TPN’s longest-standing CPG client relationships such as The Hershey Co.

TTHEORY HOUSEnJim Cusson, President

Cusson founded Theory House in 2013 as a shop-per marketing agency with a focus on helping challenger brands thrive at retail.

nJared Meisel, Managing Partner, Shopper Marketing Meisel helps clients create digital and physical expe-riences that connect with shoppers in relevant, profitable ways. Before helping launch Theory House, he worked at shopper marketing agencies such as Draftfcb and Saatchi & Saatchi X.

TPNnManolo Almagro,

Managing Director, Digital and Retail Technologies Almagro leads TPN’s digi-tal and retail technologies practice by cultivating the agency’s tools and capabilities across digital, mobile and social platforms.

nSarah Cunningham, Senior Managing Director, Client Service and Development Cunningham helps TPN and its client partners achieve growth objectives by deliver-ing robust communication platforms. She leads two of the agency’s largest integrated marketing client businesses, Jockey and Cricket, which earned four industry awards in the past year.

nTracy Faloon, Chief Integration Officer Faloon has global experi-ence leading complex client relationships and has been instrumental in positioning TPN as a thought leader in the dynamic retail space.

nJulie Quick, Senior Vice President, Head of Insights & Strategy Quick is passionately curi-ous about what drives shoppers to purchase and what bonds them to brands for the long term. Her deep insights combined with retail savvy help clients find fresh territories for sustainable growth.

SITEWIREnMargie Traylor, CEO

STARCOM MEDIAVESTnDanielle Bottari,

Senior Vice President, Group Director of Shopper Marketing Bottari is the director of Team Walmart’s retail strategy and intelligence team. She oversees the design and development of strategic programs and partnerships for Walmart’s category marketing teams and leads MediaVest’s Retail Development Kit initiatives.

nLisa Hurwitz, Executive Vice President, Managing Director, P&G

nJasen Kelly, Vice President, Director of Shopper Marketing

THE STORE/WPP GLOBAL RETAILnGwen Morrison,

Co-CEO Morrison is responsible for extending WPP’s leader-ship in retail innovation and supporting global re-sources for WPP group companies across the Americas and Australasia. The Store serves more than 150 WPP companies and their clients.

nDavid Roth, Co-CEO

Charlie Anderson says he is particularly proud of a certain tea-aisle promotion his agency helped create along with grocery retailer Winn-Dixie and PepsiCo’s Lipton brand. Why? Is it the P-O-P? The rising sales and shopper-experience ratings?

No, he says; it was the teamwork involved that stands out. “A key for us in this program and those that follow is that it was built on one of our core agency values – collaboration,” says Anderson. “To reinvigorate the tea category, we knew we needed to leverage the best thinkers from PepsiCo, Winn-Di-xie and Shoptology to co-create the solution. We got everyone in the room and did just that. Through hands-on collaboration, we went from insights to a market-ready program in 119 days.”

Anderson acquired his knack for turning ideas into results during an entrepreneurial career that led to his joining Andy Murray (now a Walmart SVP) in starting an agency called ThompsonMurray in 1999 “to focus on a discipline that was yet to be defined, called shopper marketing,” he recalls. In 2004 that startup became Saatchi & Saatchi X, and after ascending to North American CEO over the next nine years, Anderson was ready for his next challenge.

He joined Project: Worldwide and chairman Bob Vallee in 2013, launching Shoptology as part of the move. “Bob was looking to add shopper marketing to his network of complementary agencies,” An-derson says. “And in seeing where shopper marketing is headed, it was the perfect time to build something fresh to bring new ideas and capabilities to the market.”

Having completed his first year at Shoptology’s helm, Anderson recently shared some thoughts about the discipline of shopper mar-keting.

How does Shoptology define shopper marketing?ANDERSON: In short, designing and influencing the entire “shopper experience” through the art of transforming insights into relevant inspirations, engagements and solutions for the shopper. These should show up at the most relevant points along the path to pur-chase to drive a sale and ultimately build a lasting preference and bonds with brands.

How has the agency matured in its first year?ANDERSON: We set the course from the beginning to build organic capabilities around where shopping is headed. So, we weren’t a trade-based agency looking to wedge in digital, or a digital shop trying to wedge in creative and retail understanding. We hired top talent that has many years of CPG and retail marketing experience, acquired Mercury 11 in Fayetteville (Ark.) for an organic boost in technology platforms and retail intimacy, and Affinitive in New York for organic depth in social engagement and analytics.

It’s culminated in a robust, collaborative team of talent that can

solve business challenges with a much broader and deeper tool-box. It’s taken UX (user experience) in digital, and retail experience in-store, and combined them to truly focus on the shopper experi-ence no matter where they engage or buy. This formula has been valuable in adding great partners like PepsiCo, Kia Motors, Benefit Cosmetics, DSM and Mozido, all in the last 12 months.

What are Shoptology’s biggest challenges today and into the future?ANDERSON: The rapid rate of change in marketing tools and shop-per adoption forces us to always consider development of our tools and capabilities in both a timely and timeless way. Also, to create ways to get ideas to market faster than ever before to en-sure they maintain relevancy and competitive advantage for our clients.

How should clients evaluate an agency’s performance?ANDERSON: For us, it all starts with the strategic partnership. Ideas, delivery and service are table stakes. A true partner adds strategic

value in new insights, asking different ques-tions and fresh approaches to unlock new growth opportunities and create competi-tive advantage. Partnership performance should be measured on meaningful, mea-surable results and leadership in collabora-tion to inspire the sum of the parts to deliv-er far greater than they could on their own.

What role will the physical store have going forward in this increasingly omnichannel world?ANDERSON: The physical store will continue to be the hub of shop-per experience, exploration and trial. With the continuing evolution of digital commerce, we will see a further blurring of the lines be-tween physical and digital commerce transactions. Access to infor-mation goes both ways; it empowers both shoppers and retailers. More and more, digital experiences should “serve and enhance” the physical store experience, not replace it.

SHOPTOLOGYCharlie Anderson, CEO

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Photo by Rick Rodriguez

“ A true partner adds strategic value in new insights, asking different questions and fresh approaches to unlock new growth opportunities and create competitive advantage.”

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nBrian Priest, Senior Vice President, Creative Services, Creative Shopper Practice Lead

nMary Van De Walle, Vice President, Strategic Planning

VVISUAL LATINAnGuadalupe Cano, Owner and Chief

Operating Officer

WWD PARTNERSnAndrew Elliot, Vice

President, CPG Elliot leads the CPG prac-tice and serves as senior liaison between client and internal teams, providing guidance in identifying opportunities and strategy.

nMichelle Fenstermaker, Executive Director, Consumer Insights Fenstermaker leads a team of researchers and strategists who develop, implement and analyze primary research that is used to inform brand strategy, positioning and customer-experience innovations.

TWIN OAKS/NEPTUNEnBrianne Brannan, Vice President,

Client ServiceBrannan joined the agency last October from Saatchi & Saatchi X and has spent more than a decade in the shopper space working on clients such as P&G and Treasury Wine Estates.

nCameron Clement, Vice President, Executive Creative DirectorClement not only built the creative de-partment at Twin Oaks/Neptune but was also instrumental in building creative at both ThompsonMurray/Saatchi & Saatchi X and Rockfish.

nSteve DeVore, Senior Vice President, Managing Director DeVore leads the agency, a joint venture between The Mars Agency and Crossmark that services a broad range of both CPG and retailer clients.

UUPSHOTnLisa Hurst, Vice

President, Account Management, Shopper Practice Lead Hurst is responsible for Upshot’s shopper market-ing practice and is the account lead for Procter & Gamble, Johnson & Johnson and New Balance.

nBrian Kristofek, President & CEO Kristofek has believed in the power of shopper marketing from early on, working with pioneers like Procter & Gamble. He continues to push the industry forward through Upshot’s entire client roster as well as his involve-ment on numerous boards.

nNancy Shamberg, Managing Director, Shopper Marketing Nancy Shamberg leads TPN’s shopper market-ing practice, including the agency’s multiple-award-winning Safeway and Clorox shopper marketing businesses.

nScott Shamberg, Managing Director, Growth and Emerging Commerce Scott Shamberg leads growth and shopper in-novation, focusing on emerging retail trends to deliver upon TPN’s promise of “commerce with imagination.” He cre-ated the first connected experiences product set in the industry through technology partnerships and develop-ment including work with one of TPN’s newest key clients.

TRACEYLOCKEnBeth Ann Kaminkow,

President & CEO Kaminkow has touched every aspect of market-ing communications across CPG, retail, finance, restaurant and technology companies throughout her two decades in the industry.

nMichael Lovegrove, Chief Creative Officer

nTyler Murray, Vice President, Digital Strategy

nJim Sexton, Chief Marketing OfficernMaria Zanghetti, Vice President

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