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In Shopper Marketing Agencies As seen in WHO’S WHO in Shopper Marketing Agencies Our seventh annual report recognizes more than 220 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. Photo by Alissa Pagels-Minor TPN: RICH FEITLER, President and Chief Operating Officer Photo by Brian Morrison hopper marketing is part of what TPN handles like Alexa, and the development of artificial intelli- for its clients, but the agency considers its mis- gence used for everything from supply chain manage- sion broader than that. TPN focuses widely ment to personalized apparel recommendations. Sand ambitiously on creative commerce, says “Knowing that shoppers want guidance and per- Rich Feitler, president and chief operating officer. sonalization, smart retailers are using AI engines to “We create connected, seamless brand experiences create style pairings for shoppers, while also factoring that drive sales and build brand commitment for our in things like inventory levels and seasons,” he says. clients,” Feitler says. “Certainly, shopper marketing is “Then, these pairings can be easily applied to every one of our disciplines, but we offer far more these days shopper touchpoint. The result: sales. And, resulting to our clients because we’re in the midst of a dynamic analytics can then be used to refine the strategy and industry shift.” product mix.” TPN defines shopper marketing as the practice Physical stores will continue to play a critical and of deconstructing the complex shopper mode and using insights unique role in filling shoppers’ needs, Feitler says, prioritizing around behavior to find creative solutions that lead to purchase, experience and emotion while minimizing the logistical aspects Feitler says. But the influx of technology, in particular mobile, has of obtaining goods and services. “Spaces will be multi-functional, radically changed the landscape given that shopping can happen provide value beyond the trip driver, and be designed to be where anywhere and shoppers expected an “always on” engagement. people want to spend time,” he predicts. “Successful retailers will “Our goal is to seize that opportunity, whenever and wherever deliver on value, convenience, discovery and experience, tightly it can happen – in-store, on the bus or on the sofa,” he says. The wrapped in personalization and topped with a shiny bow that is definition of shopper marketing remains the same no matter which technology.” client, he adds, but “each challenge and solution is unique and can Omnichannel shopping presents the most significant challenge vary dramatically given several client and brand variables including for TPN and other agencies, Feitler says. “While change can bring objectives, budget, competition and shopper behavior relating to great opportunity, it can be hard,” he says. “We’re all vying for the category, channel and brand.” the same audience in the same space, and it’s become incredibly TPN evolves constantly to ensure that it’s best positioned to crowded, which creates tremendous opportunities to collaborate meet the needs of shoppers, consumers, buyers and influencers on on behalf of their clients to mutually create the most enlightened, behalf of the brands and clients it serves, Feitler says. “Today, we impactful work.” focus primarily on optimizing the brand experience, informed by Shopper marketers must stay ahead of trends so they can create current and future behaviors and preferences in the marketplace,” “future-forward solutions” for clients, which means they need to be he says. “For example, we’re doing a great deal of work currently constantly and simultaneously self-evaluating and looking outward on leveraging voice-enabled technology, to explore how this new so they absorb everything happening throughout the e-commerce channel can enhance the shopping experience.” landscape, Feitler says. The agency also is elevating e-commerce opportunities for its Among the new directions he predicts in the next several years clients with a dramatically growing Amazon practice, Feitler says, are autonomous consumer loyalty for both functionally and emo- including diagnostic Amazon brand health scores. tionally connected brands, driven by mainstream replenishment The agency’s clients need the most help in tech-oriented areas, and and connected homes, as well as highly engaging and experiential TPN is developing a Facebook Messenger chatbot to allow shoppers physical retail, including connected packaging and voice activa- to connect with brands on mobile devices, while building a mobile tion. The industry also will see mainstream frictionless buying in augmented reality at-shelf experience for one major CPG client, both physical and virtual spaces, such as invisible check out and among other initiatives. New technologies that shopper marketers optimized delivery, Feitler says. should be attuned to, according to Feitler, are voice-enabled interfaces — Ed Finkel 2 DOUG STONE, ELIZABETH HARRIS, ICON KEY Vice President, Executive Vice President, Development Strategy Director Institute member With a 30-plus-year career Harris directs insights and leading award-winning strategy for brands such as brand and shopper agency MillerCoors and Intel. She teams for international marketers, Stone has broad experience in marketing with leverages Anthem’s global shopper re- a sharp specialization on retail, shopper A sources to help the agency engage with marketing and brand strategy/insights. and build sales for clients. ADVANTAGE MARKETING AVID MARKETING PARTNERS ARC WORLDWIDE JILL GRIFFIN, President GROUP , Griffin leads the collective BRAD BLACK MIKE DEMATO, Executive Vice President, of agencies with an un- Vice President, Account Director matched service offering, Client Services bridging the gap between Black leads the business DeMato brings more than sales and marketing, retail- responsibilities across sev- 20 years of shopper mar- ers and manufacturers, and consumers eral diversified, omnichan- keting and brand-building and shoppers, driving premium value for nel marketing enterprises: Alcon OTC experience, leading the account services each party. Vision Care, Coca-Cola and Milk PEP. In team at AMG. His core expertise revolves addition, he serves as a lead member of around crafting strategy and execution MICHAEL HARRIS, the business development team. direction for successful pre-store and Executive Vice President, in-store programming. Strategy & Development CHRIS CANCILLA, Executive Vice President, With more than 25 years’ DEANNA DRAPEAU, Chief Creative Officer experience in advertis- Managing Partner ing and marketing, Harris Cancilla is responsible Whether developing an has led agencies on two continents and for elevating the creative integrated shopper mar- developed campaigns working with the product across all client keting strategy or launch- world’s finest brands. He has been re- businesses. With deep, integrated expe- ing multifaceted digital sponsible for strategy and development rience across a wide range of agencies campaigns, Drapeau and her team strive at the agency since 2015. and disciplines, he is most inspired by to produce tangible increases in brand the challenge of creating connected ex- visibility that drive customer engage- periences that change the way people ment, sales and increased revenue. ADVANTAGE MEDIA shop and interact with brands. SOLUTIONS JONATHAN GROSS, APRIL CARLISLE, Senior Partner KIM RIEDELL, Senior Vice President, Gross founded Avid in 1986 Senior Vice President, Retail Practice to perfect the strategy and Business Development Carlisle has spent her ca- processes that allows its Riedell is a proven leader reer working on both the clients to promote their in the ad tech industry. client side and agency brands, engage their customers and Throughout her 20-plus- side, sharing her expertise in sales and increase revenue. He brings a wealth of year career, she has a track record of suc- marketing, category management and experience in making sense of the varied cessfully leading teams and creating in- shopper marketing. She is currently lead- marketing tactics available to create a novative media solutions for the industry. ing new business development and the comprehensive, customized and effec- retail practice. tive program. ANTHEM CHRIS EMERY, KEN KRUPA, OTTO HEKTOR, Executive Vice President, Director of Analytics Vice President, Brand Account Director Krupa leads AMG’s analyt- Development, Americas Emery leads the Miller ics team and is responsible With decades of experi- Coors portfolio. With 20 for evaluating program ence in the shopper space, years of experience, he performance to identify Hektor brings valuable currently works with MillerCoors, help- key insights and provide client strategy perspectives from both the retailer and ing bridge the gap between consumers recommendations for more informed, ef- marketing sides of the business across and shoppers. He specializes in strategic fective and efficient shopper marketing traditional and digital channels. and creative thinking and has seasoned promotions. experience in areas such as integrated branding, promotion and activation and shopper marketing. 3 CHRIS MORAN, DOUG VAN ANDEL, ANGIE SMITH, Vice Design Director Executive Creative President of Marketing Moran leads AMG’s design Director Smith leads the shopper team in developing and With more than 30 years marketing, brand building, producing print and digital of experience,
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