Awarding Ideas That Work
SHOPPER MARKETING / FINALISTS & WINNERS
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® Effie is a registered trademark / service mark of Effie Worldwide, Inc. WINNERS
The North American Shopper Marketing Effie Awards honor the most effective shopper marketing efforts of the year. An annual program, the competition attracts case studies from the most effective shopper marketing campaigns from manufacturers and retailers in the United States and Canada. After two rounds of judging, those selected as winners represent cases that best demonstrated how they effectively solved a shopper marketing challenge, connected with their shoppers, influenced them along the path to purchase, and inspired them to become a buyer. Award levels – gold, silver and bronze – will be announced and presented at the Path to Purchase Institute’s Shopper Marketing Summit Awards Celebration on March 25, 2014. Congratulations to this year’s winners. * Indicates lead agency. MANUFACTURER: AWARENESS/TRIAL
American Express Canada Cottonelle Pantene
Cloud 10 - Revitalizing the Airport Cottonelle - Better Together Pantene Weather Program as an acquisition channel
American Express Bank of Canada Kimberly-Clark Procter & Gamble
Ogilvy & Mather* Geometry Global* Leo Burnett/Arc Worldwide* High Road Communications Tris3ct Starcom MediaVest Group* Greater Toronto Airport Authority Ketchum Grey Group Mindshare Mindshare DeVries Global Biggs-Gilmore
MANUFACTURER: MULTI-BRAND SHOPPER SOLUTION MANUFACTURER: NEW PRODUCT/SERVICE INTRODUCTION
Crest Pro Health Coca-Cola Toothpaste & Oral B Tide Vicks Power Toothbrushes
Effortless Meals by Coke A Healthier You Starts Tide Pods Innovation ZzzQuil Sleep-Aid and Walmart with a Healthier Smile at Walmart Shelf
Coca-Cola Procter & Gamble Procter & Gamble Procter & Gamble
Walmart Walmart
Draftfcb* Saatchi & Saatchi X* Saatchi & Saatchi X* Leo Burnett/Arc Worldwide*
MANUFACTURER: SINGLE-RETAILER ROLLOUT RETAILER: SEASONAL/EVENT
AMP Energy Coca-Cola Procter & Gamble Target
AMP Energy PowerDash Effortless Meals by Coke and Walgreens/P&G Target Back to College Walmart People’s Choice Awards After-Hours Shopping Events Program
PepsiCo Coca-Cola Procter & Gamble Target Corporation
Walgreens
Mekanism* Draftfcb* Leo Burnett/Arc Worldwide* Periscope, Inc.* One Three Media Blue Chip Marketing Worldwide In partnership with:
2 2014 EFFIE AWARDS / SHOPPER MARKETING FINALISTS
Effie Award finalists are selected based on scores after the rigorous first round of judging. Making the shortlist of finalists is a significant achievement. Finalist status indicates that a case is among the most effective examples of integrated efforts that were specifically designed to engage the shopper and guide his or her purchase process towards a desired end result. Additionally, all finalists and winners will receive points toward the Effie Effectiveness Index – the annual worldwide ranking of marketing communications effectiveness for agencies, advertisers, and brands. Annual rankings are announced in June. Congratulations to this year’s finalists.
* Indicates lead agency. MANUFACTURER: MANUFACTURER: MANUFACTURER: LOYALTY MULTI-BRAND SHOPPER SOLUTION SINGLE-RETAILER ROLLOUT
Gain Gain Nicorette
Driving Gain MegaBrand at Walmart Driving Gain MegaBrand at Walmart GSK Target Quit By Design
Procter & Gamble Procter & Gamble GlaxoSmithKline
Walmart Walmart
Saatchi & Saatchi X* Saatchi & Saatchi X* Ryan Partnership*
MANUFACTURER: MULTI-MANU- RETAILER: RE-STAGING RETAILER: SEASONAL/EVENT FACTURER SHOPPER SOLUTION
Safeway Cabela’s Kmart Kmart
The Safeway Discover What’s It’s In Your Nature Ship My Pants Building Kmart Fashion New Program Street Cred Cabela’s Kmart Safeway Inc. Kmart
TPN* Ogilvy & Mather* Draftfcb* Draftfcb* Valassis RedWorks* Bob Industries News America Marketing Tyler Stableford Photography + Film
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3 2014 EFFIE AWARDS / SHOPPER MARKETING FINAL ROUND JURY
JURY CHAIR
Andy Murray SVP, Creative Walmart
SPENCER BLAKER DIRK DE VOS Global Director, Retail Marketing SVP, Commercial Marketing Burt's Bees Heineken USA
PETER BREEN STEPHANIE ROBERTSON Managing Director, Content US Brand Operations - Path to Purchase Institute In Store, Scale & Shopper Marketing Procter & Gamble
TAMMY BRUMFIELD PAUL KRAMER VP, Shopper Marketing CEO ConAgra Foods Catapult Marketing
RACHEL CHAMBERS JOE RADABAUGH Director, Shopper Marketing Division VP, Category & Shopper COE & Shopper Insights Nestlé USA Starbucks
PETER HOYT KARUNA RAWAL Executive Director, CEO EVP, Director of Strategy Path to Purchase Institute Arc Worldwide
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4 2014 EFFIE AWARDS / SHOPPER MARKETING ROUND ONE JURY
Diana Arena Kelly Gloor Susan Pittner Director, Customer Mktg. Acct. Director Assoc. Director, Shopper Mktg. L’Oréal Paris The Marketing Arm Mondelez International
Colleen Barkley Peter Hoyt Jenni Pustinger SVP, Creative Director Executive Director, CEO HSY Shopper Mktg. Sr. Director, Ryan Partnership Path to Purchase Institute Walmart & Sam's Club The Hershey Company Roger Berdusco Lisa Hurst President, COO SVP, Acct. Mgmt. Julie Quick Triad Retail Media Upshot VP, Shopper Mktg. Shoptology Felipe Braga John Kasinskas Global Shopper Mktg. Manager Assoc. Director, Shopper & Customer Mktg. Michele Roney GlaxoSmithKline Beiersdorf SVP, Retail Shopper Mktg. Neptune Retail (Division of MARS Adv) Peter Breen Ted Keifer Managing Director, Content Creative Director Janet Rose Path to Purchase Institute Hunter Straker/Shopper Solutions SVP, Director of Retail Strategic Planning Draftfcb Heather Campain John King Director, Shopper Mktg. & Category Insights Sr. Director, US Shopper & Category Mgmt. Bryant Ross Johnson & Johnson Johnson & Johnson Sales & SVP Logistics Company Catapult Marketing April Carlisle SVP, Shopper Mktg. Howard Klein Shelly Sawyer Arc Worldwide SVP, Group Mgmt. Director Channel Director Draftfcb GREY Rebecca Carls Sr. Shopper Mktg. Manager Joe Lampertius Leslee Urhahn PepsiCo CEO, Global Shopper Mktg. VP, Mgmt. Director GREY Draftfcb Tyler Chapman VP, Mktg. Michael Law Renae Valdes Frito-Lay North America Sr. Director, Customer Strategy & Planning Portfolio Shopper Mktg. Manager Energizer Personal Care Diageo Leslie Clifford Executive Director, Strategic Planning Michael Lewis Daniel Warhaftig Geometry Global Director, Shopper & Channel Insights Customer Mktg. Manager PepsiCo MillerCoors Laura Davis-Taylor SVP, Managing Director Theresa Lyons Royce Willis BBDO ShopWork SVP, Retail Consultancy Director, Consumer Mktg. MARS Advertising MillerCoors Alejandra Denda Shopper Mktg. Director Patrycja Malinowska Seth Yassky Pinnacle Foods Managing Editor, Content Manager, Shopper Mktg. Path to Purchase Institute E. & J. Gallo Winery Chris Emery SVP, Acct. Director Jennifer Marchant Arc Worldwide VP, Customer Mktg. Time, Inc Ken Featherston EVP, Planning Susan O'Leary Geometry Global VP, Acct. Director The Marketing Arm Robert Fountain Director, Commercial Planning / Christy O'Pella Shopper Mktg. Sr. Managing Director, Diageo Client Service & Development TPN Katie Geraty VP, Insight & Strategy Deb Piaseczynski The Integer Group VP, Shopper Mktg. TPN
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5 2014 EFFIE AWARDS / SHOPPER MARKETING