As seen in WHO’S WHO in Shopper Agencies

Our seventh annual report recognizes more than 220 dedicated, passionate agency executives whose creative, intelligent work is not only helping 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 Brian by Photo 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 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 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 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 , 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 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, 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, Van Andel is customer development, activation solutions for its an award-winning creative creative and production clients, helping Avid’s customers win the director who delivers transformational teams. Using her 10-plus years of experi- retail battle. creative work for clients such as P&G, ence in agency, retailer and CPG, she Daisy, Fisher and McCormick. challenges her team to live outside the traditional defined spaces of marketing B SARAH VANHEIRSEELE, to execute smarter, better, faster and Senior Vice President, more efficiently than the competition. BARD Innovation VanHeirseele leads Blue BARB STABNO, BRAVO GROUP Founder and President Chip’s innovation practice and has developed the Stabno has more than LEJANET HERRERA, agency’s innovation-driven approach, 25 years of experience in Creative Director United Thinking. She supports all of the shopper marketing. She is Herrera brings more than teams within the agency and inspires responsible for the overall eight years of experience everyone to adopt an open, innovative management of the agency and leads in shopper marketing, mindset. the strategic team. She also oversees developing programs for Connect1-1, a print-at-home coupon the U.S., Hispanic and Latin American platform that allows partnering agencies BRAND CONNECTIONS markets. She currently leads the Nestle complete control to build and manage Purina Pet Care team in creating shopper SHERRY OREL, CEO coupons with access to real-time data marketing platforms. across both social and display media. Orel is a seasoned leader with nearly 30 years of ex- MARCOS MOURE, perience in marketing, me- Vice President, BLUE CHIP MARKETING dia, promotions, shopper Creative Director WORLDWIDE insights, retail activation Moure, a 20-year market- and experiential marketing working with ing, advertising, digital and LARRY DEUTSCH, brands, entertainment properties and shopper guru, is Bravo’s Chief Growth Officer retail clients. creative lead across the full shopper A transformational leader, marketing portfolio. His strategic ap- Deutsch has helped cli- proach, creative brilliance, and conta- ents, brands and agencies BRAVIS MARKETING gious passion infuse Bravo’s shopper to change and grow with LUKE BRADSHAW, marketing expertise. strategic thought leadership, insight-in- Founder, spired creativity and collaborative team Chief Executive Officer building. He is accountable for setting Bradshaw opened Bravis C and aligning client and agency vision to Marketing in 2007 with achieve each business challenge and un- nearly 15 years of retail COLANGELO leash transformational growth. marketing experience with the objective JEFF ADAM, to bring a more agile, efficient and inno- STANTON KAWER, CEO & Chairman Group Creative Director vative way of thinking to its clients such See profile on page 22 With 16-plus years of as Walmart, Sam’s Club, Diageo North experience, Adam is re- JOY MEAD, Executive America, Unilever and Tyson. sponsible for leading the Vice President and creative team and develop- WILLIAM FLANARY, General Manager, ing commercial and shopper marketing Creative Director Shopper Marketing programs and brand activation. His focus Flanary has been working Mead has more than 30 is making ideas even more powerful to in the shopper market- years of experience in the drive conversion. ing space designing and CPG industry. She previously led the developing in-store and shopper marketing efforts for P&G’s gro- out-of-store shopper communications cery channel where she pioneered the and display/P-O-P for many well-known adoption of grocer’s digital coupon us- brands. He strives to reduce the time it age. Branded entertainment has been a takes to build a visual of his concept, so cornerstone of her career leveraging re- he can spend more time creating ideas. lationships with the NFL, MLB, the Olym- pics, Disney, Universal and the Grammys.

4 DON GROWHOSKI, RYAN MANGLER, Director – Chief Branding Officer Digital Solutions E Growhoski has 25 years’ Mangler supports EASTWEST MARKETING experience in brand, MillerCoors in developing, marketing and creative executing and analyzing GROUP strategy. He is one of the its digital promotions. Prior CRAIG MOSER, leading figures in the application of so- experience included working for a digital Vice President, cial and humanistic sciences to branding advertising agency in Amsterdam, and Group Account Director, and marketing. His ability to translate as a marketing activation manager with Retail Marketing knowledge and insight helps transform Adidas e-commerce. Moser leads Eastwest’s brands, drive growth and vastly improve in-store planning, as well marketing efforts across digital, social, SANDI MCGILL, as execution and digital initiatives. He shopper, CRM, promotional and experi- Creative Services Director has been instrumental in the launch and ential marketing. McGill brings more than 20 continued operation of the company’s years of wide-ranging ex- retail-focused discipline. ALYSE KRAMAROW, perience in both marketing Senior Vice President and design. She leads the LOU RAMERY, CEO Account Management, agency’s talented creative services team Ramery leads the agency Shopper Marketing in the development of creative and stra- in guiding clients to de- With a deep understand- tegic materials that resonate with both velop meaningful brand ing of today’s shoppers shoppers and consumers to drive results. connections that maximize and retail environment, Kramarow deliv- customer value. ers insights-based, integrated shopper GARRETT PLEPEL, CEO programs that exceed objectives. She is With more than 25 years a trusted client partner and savvy mar- of , EDGE MARKETING keter who understands clients and their partnership and shopper REBECCA DEHN, businesses. marketing experience, Vice President, Plepel is responsible for Client Services ALYSON TARDIF, the overall strategic direction and finan- Dehn has more than 15 President cial management of Collaborative Mar- years of shopper market- Tardif has 20 years of keting Group, as well as leadership of key ing experience. She has through-the-line market- agency CPG accounts. split her career between agency and cli- ing experience under the ent side in both CPG and entertainment Omnicom umbrella. She marketing with a primary focus on lead- adamantly stays involved with clients’ CURB CROWSER ing agency retail teams. business, ensuring they get the best DEAN FORBES, CEO from start to finish. She also takes pride Forbes’ 25 years of experi- STEVE DELOREZ, in providing her team with the resources ence fuels his passion for Group Creative Director needed to succeed. retail and translates to With 20-plus years’ ex- business and creative solu- perience, DeLorez has led tions that heed results. creative work for some of COLLABORATIVE the world’s most popular MARKETING GROUP EMILY STICKLER RICHTER, brands and focused on bringing their KIM BARKER, Director of Strategy strategies to life in unexpected, fulfilling Vice President, Richter’s background in so- ways for consumers at every point on Shopper Marketing cial strategy and influencer the shopper journey. Barker brings a wealth of partnerships is revealing , experience, leading the untapped opportunities for ELIZABETH FOGERTY Senior Vice President, planning and activation of brands to connect authentically in the Strategic Planning & consumer promotion and shopper mar- retail space. Insights keting programs for multiple CPG clients. SHANDRA ZURN, With 25 years of integrated GARY FRIEDLANDER, Vice President marketing experience, Executive Vice President Zurn partners with clients Fogerty’s history of performance-driven Friedlander, with more than to bring creative strategies results speaks volumes. Responsible for 23 years of experience, to life at retail, resulting developing fact-based, insight-driven leads the company’s shop- in both a sell-in and sell- strategies, her team inspires great cre- per marketing practice, through. ative that motivates consumers to take manages several key clients and drives action. the agency’s new business initiatives.

5 Photos by Mark Conrad EDGE MARKETING: ALLISON WELKER, Executive Vice President, General Manager hat motivates Allison Welker? Happy “We have the critical mass needed to thrive while people doing smart work and deliver- continuing to leverage the entrepreneurial mindset it ing results. took to get us here,” Welker says. W In her 20-year career, Welker has Long before the term “shopper marketing” was had the opportunity to work with many such indi- ubiquitous, Welker says they were doing it with cli- viduals. She began her agency work as an account ents, just calling it “building brands.” She believes the manager and then joined IN Marketing (owned by definition of shopper marketing can change based Advantage Solutions), serving as vice president and on the client, but that at its core it’s a strategic part- executive VP of client services. nership between brands and retailers to optimize a Five years ago IN Marketing saw a need for a new shopper’s experience and meet their evolving needs. omnichannel activation agency, and Welker was When it comes to her own purchasing experiences, tapped to manage the spinoff. “We needed to build she says she’s a digital-only shopper. “I literally shop a solution that could compete in an increasingly saturated shopper anytime, anywhere, for personal and household needs. Where I marketing agency environment,” she says. Her role included build- turn up as an omnichannel shopper is bigger ticket items. I am ing the team and infrastructure of Edge Marketing. more likely to do a combination of showrooming and webrooming “Along the way, we built and evolved the Edge brand to stand to ensure I am informed on quality and product so I feel confident for courage, heart, hustle and creativity,” she adds. “It has been the in my choice,” Welker says. coolest journey I could have ever imagined.” When it comes to the transformation of physical retail locations, Welker credits her many years with Advantage Solutions as instill- value—in terms of experiences and convenience—are a must. ing in her the power of forward thinking. “What is happening now, “Physical or hybrid store formats will need to show up in more what is new and what is next all impact our ability to deliver today convenient locations where people already are, such as work or while being prepared for the marketplace of the future,” she says. educational facilities,” Welker says. “The online communication Edge is organized around three pillars – strategic services, cre- and store experience has a way to go to supplement what people ative inspiration and business fundamentals – all working closely get out of the physical experiences specifically in the area of trying together. The organization is also part of Advantage Solutions’ net- new items and buying on impulse.” work of agencies, each with its own core competencies and allowing More targeted, more localized and more personalized is where she for flexibility in meeting clients’ needs. sees shopper marketing headed in the next few years. “It will be recog- Looking ahead, Welker sees Edge focusing on ways that clients nized as equity building and sales driving,” Welker says. “Technology can seamlessly connect with shoppers. She and her team are keep- will make the experience and shopper engagement more meaningful.” ing a close eye on what impact software platform Blockchain will The main challenge – to the industry and to the agency – is speed have, from transactional enhancements to food traceability. And of change. Being able to innovate and react quickly to shopper Welker says facial recognition is helping the agency better under- needs. “There is no longer a three- to five-year time horizon, we stand in-store shopper satisfaction “and will rapidly start to influ- operate on Bezos Amazon time,” she says, “12 to 18 months out is ence the ability to target and personalize the shopping experience.” the new long term.” Since Edge’s founding, the agency has doubled in size four times. — April Miller

6 MARCELLA OGLESBY, ANGELA EDWARDS, Vice President, Vice President, F Creative Director E-Commerce Leader FCB/RED Oglesby has more than 16 With more than 15 years of years of experience in the brand management and e- TEDDY BROWN, Executive Creative design industry, ranging commerce leadership ex- Officer from fashion design to interior design to perience, Edwards oversees the agency’s See profile on page 10 graphic design. She and her team devel- current and future state e-commerce NICOLE EMERICK, op strategically sound, breakthrough cre- practice for clients including Colgate- Vice President, Social and ative, specializing in shopper marketing Palmolive and Barilla. campaigns and consumer engagement. HEIDI FROSETH, Emerick started her career MICHELE SHIROMA, Executive Vice President, writing a blog for ambi- Vice President, National Shopper tious career women, which Client Services Commerce Leader led to partnerships with Secret, InStyle, Shiroma has been with With 30 years of market- Microsoft and Chevy. Today, she leads a the agency for 15 years, ing, sales and category full-service social media team and influ- working between brand leadership experience, including 20 encer practice. She designs solutions for and customer-facing roles. She has led within shopper marketing, Froseth is the consumer and shopper campaigns that the field in developing strategic shopper agency’s award-winning shopper com- benefit retailers and brands. marketing plans grounded in insights merce practice leader. She is account- FERNANDO ESPEJEL, across CPG brands, including Unilever able for creating the industry’s next gen- Senior Vice President, and Smithfield. eration evolution of shopper commerce, Digital Platforms and e-commerce and omnichannel, as well as Commerce ALLISON WELKER, Executive Vice being responsible for the agency’s retail- Espejel drives thought President, General Manager er-expert teams located in key retailer leadership and the mobile, See profile on page 6 headquarter markets. social, creative and development teams EPSILON CATAPULT KAREN GEBHART, on the management of all digital and Executive Vice President, commerce platforms. He translates cli- STEVE ABDO, Account Service ent goals into functional requirements Senior Vice President, Gebhart leads Epsilon for the design and development depart- Kroger, Grocery and Catapult’s GlaxoSmithKline ments, serving as a bridge to technol- Value Team Leader shopper marketing en- ogy/UX and creative. Prior, Espejel was With more than 25 years of gagement for the client’s 20 brands and on the award-winning mobile team at experience in sales, brand across top retailers, playing a key role in Walgreens. marketing, and strategic planning, Abdo driving growth and innovation as part of leads Epsilon Catapult’s grocery & value JAY HIGHLAND, the agency leadership team. channel teams located in Cincinnati. Chief Creative, SUSAN LULICH, Environmental Design, HEATHER COLLINS, Executive Vice President, Chute Gerdeman Division Executive Vice President, Client Services Highland is a powerful cre- Client Services Lulich oversees integrated ative leader. His ability to Collins has 20 years of marketing for a portfolio understand the bigger picture and el- marketing experience with of business at Epsilon evate the experience has been a catalyst a proven track record of Catapult including Nature’s Way, Mizkan, for innovation and growth. His experi- driving growth for iconic brands. She Red Lobster, Darden, Cracker Barrel, GIA, ence encompasses all phases of the retail leads the Mars Inc. team, focused on Google and Family Dollar. strategy and design process, from con- brand conversion, building digital eco- cept creation to store implementation for systems and shopper marketing func- RON MAGLIOCCO, Barbie, M&M’s, Whole Foods and others. tions. Executive Vice President, Client Services HOWARD KLEIN, COLLEEN DEVOS, Magliocco and his team Senior Vice President, Executive Vice President, use Epsilon Catapult data Group Management Client Services to develop effective ideas Director, Client Services With more than 20 years of that unlock demand for client brands With 20 years in the retail strategic brand leadership at retail. For more than 25 years, he’s and brand activation indus- on the agency side, DeVos been a leader of shopper commerce for try, Klein leads client service and brings oversees client engagements across his team and their clients from retailer together insights, compelling shopper Epsilon Catapult. promotions to the precise, measurable platforms and physical to digital business- nature of the discipline today. building solutions for clients that have included Anheuser-Busch, Coca-Cola, Starbucks, RJ Reynolds, SC Johnson, GSK, Kellogg’s, Sony, Nivea and Oreo.

7 PRADEEP KUMAR, CARL HARTMAN, GREY WORLDWIDE Global Data Officer CEO, North America COREY DOBBS, Kumar leads a team of Hartman is the WPP team Vice President, more than 40 experts leader for Kimberly-Clark. Account Director that delve into advanced He chairs the team leader analytics, data-driven shopper marketing task Dobbs leads the Gillette , consumer behavior force and sits on the digital task force. He Global and North America analytics, digital/social media, retail per- is also the head of shopper marketing for shopper marketing busi- formance, loyalty management, ROI and WPP, working to build customized solu- ness for Grey with a focus on omnichan- econometric modeling, shopper choice tions for new business opportunities in nel shopping experiences. On the Gillette analytics and advanced data technol- the growing shopper space globally. NA business, he focuses on activating ogy. His transnational experience spans global toolkits and adapting based on Clorox, Bank of America, Ericsson, P&G NICK JONES, Executive strategic regional needs. and others. Vice President, New Business, North America PETER VIENTO, Executive Creative Director TINA MANIKAS, Jones has more than 25 President years of experience deliv- Viento is the shopper mar- A renowned leader in in- ering innovative integrated keting creative lead for tegrated marketing and marketing solutions. Previously he led Grey. With more than 25 shopper marketing, Mani- growth and innovation for Arc World- years of shopper market- kas is an award-winning wide and worked with clients such as ing experience both online and in-store, pioneer in the industry having grown Coca-Cola, Comcast Xfinity, HP, Intel, he drives and elevates P&G Gillette and FCB/RED into a leading global agency KraftHeinz, MillerCoors and Samsung. Venus Global FMOT creative while being across CPG, tech and retail clients. She During his time at Arc he pioneered the a key player in through-the-line integra- recently added leading environmental agency’s Innovation practice and its Re- tion for the agency. design firm, Chute Gerdeman, to the tail Innovation Labs. agency’s arsenal. MARTA LA ROCK, H CURT MUNK, Executive Chief Strategy Officer, Planning Director North America HARVEY The leader of insights and La Rock has more than SUE BAILE, Senior planning, Munk brings true 25 years of experience in Vice President, Brand retailer experience, brand strategy, feeding her de- Integration Director understanding and relent- sire to tell authentic brand stories, forge Baile oversees and directs less shopper-first thinking to every chal- emotional bonds with people, build com- all agency integration of lenge. His expertise in shopper strategy, munications for a changing world and CoverGirl client services, retail design, ecommerce, promotion mentor planners. Prior to Geometry, she traffic and production. She is responsible and merchandising has helped P&G, worked at JWT as the WPP team leader for all upstream strategic shopper col- Coca-Cola, Frito-Lay, Novartis and more. for the Royal Caribbean account. laborations as well as end-to-end deliv- Munk is a CPG expert and sought-after ery with agency partners, suppliers and speaker. SCOTT MCCALLUM, customer teams. President of Shopper Marketing, North America KATHY HARVEY, McCallum has led the Founder and President G creation of customer and Harvey launched her agen- GEOMETRY GLOBAL shopper-centric program cy in 1986 with the vision JIM CARLTON, solutions for several fortune 500 CPG of bringing retail brands to Chief Creative Officer, clients. For the past seven years, he has life. For the past 30 years, North America successfully spearheaded Geometry she and her team have helped reinvent Global’s Shopper Marketing North Amer- Carlton oversees the the way brands focus their marketing ica practice, as well as led the agency’s agency’s creative product efforts, making Harvey one of the indus- engagement across Kimberly-Clark and vision. With almost 20 try’s fastest-growing agencies. North America. years of experience in the shopper and JOHN MAKOWSKI, activation space, he is a rare combina- Senior Vice President tion of inspirational creative thinker and and Creative Director savvy business pragmatist. Makowski directs and over- sees all creative services for the agency’s roster of award-winning clients. He also leads marketing and video-related services for its new sister production company, Snack Shop.

8 HMT ASSOCIATES DAWN PUSKAS, HOLLY QUINN, Account Supervisor Executive Vice President, PATTI CONTI, A seasoned brand activa- Operations & Agency President & CEO tion and shopper market- Excellence Conti founded the agency ing professional, Puskas Quinn is a senior marketing based on her passion for has spent her career on leader with more than 20 forging innovative solu- both the client and agency sides devel- years of experience in shopper market- tions for clients while oping successful marketing programs ing and retail strategy with extensive fostering superior teams to be true indis- that create impact along the consumer experience in client relationship develop- pensable partners. Under her leadership, decision journey. She is a strategic ment, infrastructure build and opera- she has built a dynamic shopper-focused thought leader with expertise in lever- tional excellence. “brandgagement” agency, dedicated aging consumer and shopper insights to creating strategically driven ideas for to build collaborative, integrated cam- BRYANT ROSS, some of America’s most loved brands. paigns that engage the shopper. Senior Vice President, Client Services ANDREW DECRANE, Ross has nearly two Group Creative Director decades of experience DeCrane is a seasoned cre- I developing impactful, ative leader with a passion award-winning commerce solutions for for delivering strong con- IN CONNECTED MARKETING top Fortune 500 manufacturers. He has ceptual work that connects pioneered custom, client-centric agency brands to shoppers in engaging ways. VALERIE BERNSTEIN, models and leads the IN Connected Mar- With more than 17 years of experience Executive Vice President, keting Chicago team. in multiple marketing channels, he leads Business Development his team to produce innovative ideas, With 17-plus years’ inte- memorable messages and beautifully grated marketing experi- THE INTEGER GROUP designed experiences that deliver mean- ence, Bernstein heads the ELLEN COOK, ingful and measurable results. new business function for the agency, President, Integer Dallas overseeing a dedicated team that diver- and The Collective Agency RICK EINHAUS, Executive sifies the client mix, identifies and incor- Los Angeles Vice President, Strategic porates new services and customizes Planning & Insights Cook leads Integer’s highly flexible solutions. Dallas agency as well as With decades of brand the Integer Network’s The Collective marketing, consumer/ HENLEY COULTER, Agency – creators of New Retail, at scale. shopper research and Senior Vice President, The Los Angeles-based agency rei- comprehensive sales experience, Einhaus Client Services magines shopping through strategically leads the agency’s focus on providing With 20 years of experi- crafted, customer-centric entertainment clients with strategic, insights-driven ence in brand building and experiences utilizing authentic content solutions that ensure unparalleled en- shopper marketing, Coulter and emerging technologies. gagement through all pillars of brand leads the IN Connected Marketing Dallas activation – driving measurable and office across all clients including Dr Pep- DANI COPLEN, meaningful results. per Snapple Group and Newell Brands, Executive Vice President, to name a few. Executive Creative LISA NORAT, Director Vice President, DINO DE LEON, Executive Inspiring award-winning Client Engagement Creative Director work on billion-dollar A brand marketer for more De Leon has spent more brands and retailers, Coplen leads a than 20 years, Norat uses than 20 years disrupting team of creatives to deliver strategic and her vast knowledge in the the norm and designing holistic ideas through advertising, inte- consumer space to help drive the agency creatively strategic solu- grated branding, promotions and shop- and grow clients’ businesses. Her in- tions for world-class brands. Clients can per marketing for some of the world’s depth knowledge of shopper has allowed count on him to question, challenge and largest and most iconic companies. She her to develop successful account-spe- evolve every step toward a purchase. and her team have received numerous cific programs for retailers nationwide. LISA KLAUSER, awards and accolades for creativity and President, Consumer effectiveness. & Shopper Marketing Klauser is a 22-year con- sumer packaged goods veteran with marketing and sales experience in personal care, bever- ages and food. Prior to joining IN, Lisa spent 19 years at Unilever, where she led a team of more than 250 CPG professionals.

9 Photos by Brian Morrison FCB/RED: TEDDY BROWN, Executive Creative Officer n Teddy Brown’s two-decade career, he’s worked store. “I’m motivated by a good ad, and a good retail with many brands, including Disney, Coca-Co- experience,” he says. la Co., Kellogg Co. and Procter & Gamble. He The belief that a consumer can become a shop- I also spent 10 years working on – and eventually per at any moment drives the agency. Brown says running – the Taco Bell brand, leading its reposition- empathy for shoppers informs the solutions and ex- ing from “Think Outside the Bun” to “Live Mas.” periences FCB/RED designs. Regardless of the term “It was both a huge challenge and incredibly re- you use – shopper marketing, customer experience, warding,” Brown says of Taco Bell, noting that ev- service design – at the end of the day, it’s all about erything created had to elicit an action in order for ideas that are powerful enough to change behavior, brand survival. “But we were most successful when Brown says. our ideas made a dent in culture. That experience Creating seamless experiences between online and taught me a lot in terms of creating work that matters offline is where Brown finds CPG clients need the and motivates.” most help. It’s an area he expects to only become more complicated All of those experiences come into play today as Brown oversees as consumers, shoppers and the path to purchase show no signs all creative for FCB/RED, managing a team of about 80 across a of simplifying. “That’s an issue for almost any category,” he says. host of brands in several categories. He’s particularly inspired by “When you add a retailer to the mix, you have to be laser focused the junior-level talent. “Creative newcomers,” Brown says, “are far on ideas and paths with no dead ends.” more sophisticated than I was in the beginning.” Cross-agency integration can be a challenge for FCB/RED. Brown Pride and energy also come from the growth the agency has ex- says it’s a trend that may be slowing but adds that many clients have perienced in the past few years with new clients, talent and catego- spent the last few years using multiple agencies. “That can make ries. “It’s allowed us to build a practice that’s more diverse in terms work harder for clients, but it can also be challenging for agencies of everyone’s expertise and backgrounds,” he says. when they’re trying to connect the dots for consumers and shop- Part of that growth was last year’s acquisition of retail environ- pers,” he says. mental design firm Chute Gerdeman, known for creating physical, When it comes to successful collaborations between an agency branded experiences. While Brown is unable to give specifics, he is and a client, being invested in the same goals matters. “I think the excited that in the near future FCB/RED and Chute will launch its best agency partners are the ones that lie awake at night sweating biggest integrated effort to date. the same things our clients’ sweat,” Brown says. The partnership shows the agency’s confidence in the importance Looking a decade out, he expects shopper marketing to be noth- of physical retail locations. “We believe the strategic and creative ing like it is today. Those agencies that can own an entire shopper’s marriage of the space and the communications is the future,” Brown journey from end to end will find the most success. And it’s the way says. FCB/RED already operates. FCB/RED also experiments heavily with AI and voice. “Voice,” he “Our model was built for integration,” Brown says. “Specialists says, “is the next frontier in terms of communication.” will always be key, but the ability to integrate seamlessly is the When it comes to shopping himself, Brown says he’s all over the magic for clients and brands.” map. He buys things from Alexa and his phone but still shops in- — April Miller

10 CRAIG ELSTON, Global RYAN DEE, MAUREEN MCCLOSKEY, Chief Strategy Officer Creative Director Managing Director Elston spearheads the Dee leads ideation, design, With nearly 20 years of global development of marketing and innovation. experience, McCloskey strategic thinking in com- His main focus is how to oversees the development merce at the Integer translate what’s trending and strategic direction network. He also provides leadership to into fully immersive and memorable of OOH media planning and buying for Integer’s connections strategy group, experiential marketing events that sur- Kinetic’s New York office. She produces turning moments of receptivity into prise, delight and educate shoppers and award-winning work for NBC Universal, moments of conversion, and analytics consumers. United Airlines and Nestle. capability that powers client growth opportunities. NICOLE LEMAIRE, SUSAN PAGE, Vice President of Managing Director MORGAN MCALENNEY, Sales & Operations Page is an ad industry Executive Vice President, LeMaire leads the expe- veteran with more than Digital riential agency division. two decades of experience McAlenney leads the digi- Through in-store events, in agency and client-side tal efforts, spanning the sampling, mobile tours, guerilla market- leadership positions. She has category realm of connected com- ing, street teams and other experiential expertise in entertainment and is a merce (known as DIGITAIL), social busi- marketing tactics, her division showcases leader in brand , strategy and ness and content making, digital delivery, retailers, private-label brands and CPGs multicultural marketing. mobile engagement, and digital business inside and outside of the retail space. leadership for the agency’s diverse glob- al client base. He also serves as an active LINDSAY STELLER, M leader in TBWA’s Digital Arts Network. Director, Sales & Operations THE MARKETING TISHA PEDRAZZINI, Steller is focused on devel- ARM President, Denver oping customized solutions With an unwavering com- for brands and retailers to TAYLOR CLARY, mitment to leading clients drive shopper engagement and brand Account Director, and building business, a loyalty. Steller’s experience in the retail Shopper Engagement people-first mentality that marketing space crosses many industries With a decade of brand cultivates top talent and, most impor- including grocery, automotive, apparel and shopper marketing tantly, a keen sense of how to lead an and convenience. experience, Clary leads her organization into the future, Pedrazzini team in delivering strategic and break- has been instrumental in transform- through shopper marketing programs ing Integer from a shopper marketing K that appeal to retailers, amplify brands agency to a commerce agency. She has and inspire shopper action. pioneered new ways of developing great KINETIC KATHLEEN COLDITZ, work by challenging convention and WORLDWIDE Executive Vice President, championing big, creative ideas to solve JAIME BYRDAK, Consumer & Shopper business problems for clients. Group Director Engagement Strategy Byrdak has spent 18 years Colditz brings an insightful INTERACTIONS sharing her expertise in out- understanding of the con- DENISE DECKER, Director of-home strategy and ex- nection between products/brands and of Client Services ecution across CPG, retail, people’s daily lives. She and her team insurance, automotive and travel sectors. work to incorporate behavioral science Decker is responsible for She leads and produces award-winning into consumer and shopper programs, partner relationships, pro- work for General Mills, MillerCoors and particularly for Quaker and Frito-Lay gram development and BAE. brands. operations. With 13 years in retail and 18 in consumer experience MICHAEL LIEBERMAN, WELLS DESCHLER, marketing, she has developed a deep Chief Strategy Officer, Vice President, understanding of both industries. Kinetic North America Consumer & Shopper Lieberman is responsible Engagement Strategy for accelerating the overall Deschler is a veteran brand growth and client service and retail strategist. He is agenda for Kinetic North America. Under one of the architects of “Cartography,” his leadership, he has accelerated the the agency’s proprietary approach to evolution of the agency’s core offering to creating brand experiences and conver- better reflect today’s integrated, cross- sion across the path to purchase. media environment.

11 JAY EVANS, MARKETING LAB MARKETING WERKS Senior Vice President, Shopper Engagement RICH BUTWINICK, KAREN CARLBORG, Owner/President Vice President, Client For more than 15 years, Service, PromoWorks Evans has brought a Butwinick has more than wealth of brand, retail and 20 years of experience in Carlborg leads the agen- shopper experience to The Marketing shopper marketing, retail cy’s client/account service Arm. Leading the shopper marketing marketing and promo- and retail activation teams. practice, his team oversees the creation tions for leading manufacturers such as She brings more than 22 years of experi- and implementation of insight-driven, Procter & Gamble, Land O’ Lakes, Viking ence working with CPG brands creating sales-driving programs. Range, Delta Faucets, Western Union and executing successful promotions. and McKee Foods. , KELSEY GREER, LISA FASANA Concept Director, KATE MENDEL, Senior Vice President, Shopper Engagement Account Director Account Director Greer leads ideation and Mendel manages the Fasana leads the agency’s sell-in of shopper program- Western Union account client teams in implement- ming through the agency’s including the retail and ing strategic, innovative proprietary Cartography approach. She CRM teams. and measurable solutions that drive re- sults throughout the consumer journey. blends strategy, account and creative ASHLEY METHVIN, abilities to challenge brands to think big- Account Director HOLLY MELOY, ger, work smarter and drive conversion With more than 20 years’ Senior Vice President, for clients like PepsiCo, Frito-Lay and experience as a digital Managing Director Mizkan. shopper marketer, includ- Meloy oversees all of KELLY PLATT, ing 13 years with Coca- the agency’s clients, and Senior Vice President, Cola, Methvin drives sales through brings more than 18 years Account Service insight-driven, occasion-based channel of experience in shopper marketing, digi- Starting her career in- and retailer-specific shopper solutions tal and retail activation, and consumer house before moving over through collaborative partnerships, re- brand launches. to the agency side, Platt tailer knowledge and a long-term shop- per planning process. DAVID NEWMAN, truly knows shopper marketing inside Chief Insights & Strategy and out. She has worked across many KATIE SELESKI, Officer, Crossmark brands and categories over the past 10- Account Director Newman joined Marketing plus years, but her true passion lies in Seleski, who has been Werks’ parent company, cultivating ideas and people. working in shopper market- Crossmark, in September TRINA ROFFINO, ing on both the client and 2015. He helps drive strategy and value. President, Consumer & agency sides for the past Prior to this role, he was responsible for Shopper Engagement 15 years, manages iconic brands such as the sales strategy, category manage- Recently named to her Land O’Lakes, Honeywell and P&G. ment, shopper marketing and the sales post, Roffino leads a port- finance teams at Pharmavite, and spent KEITH SHIFRIN, more than 16 years at PepsiCo. folio of businesses includ- Account Director ing PepsiCo, Nissan, Mizkan and Wendy’s Shifrin has more than 22 ROB REENTS, to consistently deliver great work that years of experience in Vice President, Managing delivers both brand equity and positive shopper, brand and digital Director, PromoWorks impact to the bottom line. marketing across catego- With more than 30 years ELI SALDIVAR, ries that include CPG, beverages, gas & of shopper, promo, digital, Senior Digital Director, oil and the outdoor space with a wealth direct, and social media Shopper Engagement of knowledge of consumer shopping marketing experience, Reents partners Strategy habits for both long- and short-term with clients to create fully integrated Saldivar leads digital purchase funnels. shopper engagement programming. shopper strategy for The Marketing Arm. His passion for technol- ogy has made him a pioneer in the space for almost 10 years, building multifunctional teams to support a variety of brands.

12 THE MARS AGENCY FERN GRANT, MATCH MARKETING Executive Vice President, KEN BARNETT, Commerce Practice GROUP Global CEO Fern leads a team of 100- GEORGE CONBOY, As a seasoned agency plus marketers who help Senior Vice President, leader with more than clients realize and activate Strategy and Planning four decades of broad business opportunities by developing Conboy has more than 18 marketing and advertising solutions, strategies, programs, and years of experience in the experience, Barnett oversees an agency- plans that drive conversion throughout agency world with a focus wide culture of professional growth and the commerce ecosystem. A marketing on strategic planning. His background client-service excellence that consistently specialist with a passion for representing in clinical psychology taught him how drives measurable sales and market the voice and experience of real people, people think, learn and remember. He share growth for global brand clients. In she has spent her career uncovering the works across North America to enhance addition to founding The Mars Agency, deep insights that explain human behav- the agency’s strategic offering and pro- his history of entrepreneurial success ior, and translating them into business vide a fresh perspective on approaching includes the launch of several successful strategies, marketing concepts and plans work in new ways. integrated communications companies. that successfully drive growth. MICHAEL DILL, , JAKE BERRY CHERYL HATFIELD, Senior Vice President and CEO Executive Vice President, President, Client Leadership Dill has more than 17 years General Manager See profile on page 14 of experience in shopper A consumer brand expert and consumer marketing. with 15-plus years of client DARREN KEEN, As president and CEO, his leadership experience in CEO, Europe focus is on driving best-in-class ideas the CPG food and consumer healthcare Keen has led the London- and creative solutions across all Match industries, Berry drives business growth based agency team to offices throughout North America. for clients such as Campbell Soup, Pep- market leadership status peridge Farm and Pfizer. In his agency throughout Europe. He BRIAN KITTELSON, career, he has led award-winning con- specifically helps major brand clients un- Senior Vice President, sumer promotions, new product launch- derstand how to navigate and respond Shopper Marketing and es and integrated marketing campaigns. to the recent socioeconomic complexi- Commercialization ties impacting different European re- Kittelson has more than 20 SUZANNA BIERWIRTH, gions. Additionally, he provides action- years’ experience in brand Chief Creative Officer, able, strategic direction for industry marketing and shopper leadership. Experience Practice Lead leading companies growing their busi- Based out of Match’s Chicago office, Named in Adweek’s 2017 nesses globally. he is working with teams across North Creative 100 list of the America to build on and diversify Match’s “15 Chief Creative Officers ROB RIVENBURGH, shopper marketing and e-commerce Inspiring the Advertising of Tomorrow,” CEO, North America service offering. Bierwirth leads The Mars Agency’s Rivenburgh leads a global Experience practice. She approaches agency network that con- ELIZABETH SELTZER, the creative discipline as a holistically sistently delivers engaging, Managing Director integral part of all successful brand and impactful brand experi- Seltzer, managing director retail activation, and leverages her ex- ences for its Fortune 500 client portfolio. of Match’s Norwalk, Con- perience as a photographer, interior de- He has more than 25 years of experience necticut, office, has more signer and design magazine publisher to in marketing to shoppers and consumer than 18 years of experience deliver creative innovation that provides brand growth on both the client and in the agency world. Her expertise is market differentiation for the agency’s agency side. built from a cross section of develop- global clients. ing consumer experiences and creative strategies to achieve brand objectives with a holistic approach.

13 Photo by James Keltner THE MARS AGENCY: CHERYL HATFIELD, Senior Vice President, Client Leadership artnership and collaboration toward win-win solutions are a greater emphasis on performance analytics to identify the best what motivate Cheryl Hatfield, senior vice president, client markets and shoppers and drive growth. leadership, at The Mars Agency, Chicago. CPG clients of Mars face many common challenges, Hatfield says, P Based herself in Bentonville, Arkansas, Hatfield brought mostly revolving around e-commerce, the omnichannel shopper, more than 20 years’ experience in consumer promotion and shopper stretched marketing budgets and finding the best way to drive ROI. marketing when she joined the agency in 2012 to work on the Walmart She believes that clients should evaluate their agency’s performance account. Promoted to her current role in October 2017, she leads a by establishing and mutually agreeing upon key performance 50-person customer solution team deployed in intentional geographies. indicators focused on driving growth, and measuring growth in “All of those teams are located across the country, immersed in customer loyalty, satisfaction scores and, of course, sales. what’s happening at key retailers and embedded with customer-spe- The invasive nature of technology is Hatfield’s biggest concern cific teams,” Hatfield says. “Mars is one of the agencies that I think about shopper marketing, now and in the future. “It’s kind of scary is best suited for partnership and collaboration with partners and how willing shoppers are to give up personal information for added clients. ... We’re an extension of our clients’ local customer teams, convenience and time,” she says. “There’s so much [data] available, with relationships and depth of understanding of that retailer.” but nobody is using it well. They’re certainly not thinking about how While working on the Walmart account, Hatfield led the creation to use it to benefit the shopper. What about a more relevant or more of principles and tools that infused a new curriculum for training the customized experience, versus trying to push more stuff at me?” emerging Walmart Customer Experience Team. She considers this her Mobile technology will play an ever-increasing role in the shop- most significant professional success – helping to define shopper mar- per experience, especially as touchscreens continue to evolve, Hat- keting from a retailer perspective. “I had always worked from a CPG field says, and facial recognition technology also will play a growing lens,” Hatfield says. “The curriculum aimed to solve this riddle – what part as retailers look to simplify mobile payments. She adds that the are the retailer moments of truth? It’s about divergence and connection.” automotive industry’s technological evolution will impact shopper The partnership also worked to identify optimal communications marketing as cars become more computerized. “Imagine the car to define the customer journey at Walmart, including tools for any of the future knowing where the store is, offering suggestions and trip type or occasion. “I believe my biggest professional successes scanning ingredients?” she says. “The 4 o’clock ‘What’s for dinner?’ are less about me and more about others, and the teams I’ve worked is always going to be a thing.” alongside or had the opportunities to lead and serve,” she says. The physical store will never become obsolete, Hatfield believes. Instead of relying on a traditional model of functional silos, The “People are social beings, and retail therapy is a real thing,” she Mars Agency set up three practices – business, commerce and expe- says. “It’s tactile and it’s emotional. The trick is going to be defining rience – aimed at driving agility, Hatfield says. The commerce team, shopper needs and then consistently delivering them.” Those will of which she is part, focuses on deeper retail expertise and what revolve around time, money and effort, and will require a relevant, activates shoppers. The agency also has dedicated client teams across authentic experience that makes sense in context of that retailer as those three practice areas to knit the efforts together for each account. a brand, she says. Since Hatfield joined Mars six years ago, the agency has placed — Ed Finkel

14 SCOT WHEELER, DAVID MAY, DAVE TRUDO, Senior Vice President, Vice President, Vice President Applied Analytics Client Engagement Trudo brings MOjO the Wheeler has more than May leads the develop- business-minded fuel that 20 years of experience ment of client relationships has helped power its suc- focused on the intersection and market expansion. He cess since 2012. Stemming of analytics, strategy, business develop- is a team leader with vast experience from a background in construction man- ment, innovation and technology. He in digital & , shopper agement and community development, works across Match offices in Canada marketing, retail activation & business he leads the operations and production and the U.S. to embed analytics within development. He has extensive experi- teams, developing award-winning struc- the agency’s offering to increase preci- ence in both retail and shopper market- tural designs. sion, agility and transparency of results. ing, having worked with retailers such as Walmart, Sam’s Club, Target, Costco and NICOLE TRUDO, a host of specialty retailers and grocers. President/Master of MOjO MIRUM SHOPPER Trudo is the founder and ANDREA MCGOVERN DAVID PAINTER, driving force behind the GALO, Vice President, Vice President, agency. After 20-plus Strategy & Insights General Manager years of marketing experi- Galo leads the strategy & Painter has a decade of ence she built it from the ground up in insights team to ensure experience in global digital 2011 and almost immediately attracted that shopper insights are leadership in brand and many blue chip clients. Today she leads at the foundation of all of the agency’s shopper marketing. He believes form- the strategy and creative side of the work. When she first joined Mirum ing a true partnership with clients is the business as the company continues to Shopper, she was part of Team Unilever only way to unlock success. He has also grow rapidly. Shopper, where she led the drug account worked at Unilever, where he authored team and then shifted over into a client the brand’s global digital and social ADAM WENGER, role, overseeing the skin shopper mar- media strategy and developed award- Creative Services keting strategy for the drug accounts. winning video game strategies. Manager Wenger brings more JOE LAGATTUTA, than 15 years of creative Executive Vice President, MOJO MARKETING and design experience to Creative GENEVIEVE RICH, MOjO. He specializes in creative prob- Lagattuta is an omnichan- Account Director lem-solving, art direction, brand immer- nel creative leader with Rich leads MOjO’s account sion and strategies deep experience building team in the development across MOjO’s entire portfolio. He helps and leading award-winning creative of outside-the-box shop- to quickly guide projects from concept teams, with a specialty focus on driving per marketing programs sketches to final execution. strategic concept development. He has that truly deliver results. Strategically led creative work for global CPG clients minded, she uses her background in such as Unilever, Kellogg’s, Kraft, Jim psychology to take a deep dive into con- MOMENTUM Beam and many more. sumer behavior to directly target shop- WORLDWIDE pers with an omnichannel approach. SHAUN BROWN, JAY MATHEW, Senior Vice President, Chief Operating Officer BELINDA ROBBINS, Growth & Innovation Mathew has more than Senior Account Manager Brown is responsible for 20 years of experience in Robbins keeps the account the development of digital shopper marketing and and project management innovations that further brand management. Mirum teams on track to deliver enhance Momentum’s strategic plan- Shopper focuses on the digital, social innovative ideas while in- ning capabilities with a focus on shopper and commerce channels and has been a fusing efficiencies to capitalize results. understanding and retail commercial partner to the world’s largest CPG, elec- With more than 20 years of experience, planning. He has more than 20 years of tronics and toy suppliers as well as the she has strategized and executed award- agency and brand experience leading world’s biggest retailer. He is responsible winning shopper marketing programs for shopper strategies and working with for creating multichannel shopper solu- Fortune 500 companies. customer teams. tions that have consistently achieved sig- nificant increases in sentiment and sales conversion.

15 ELENA KLAU, ADRIAN VELAZQUEZ, MATT DIAMOND, Chief Strategy & Analytics Vice President, Executive Vice President, Officer, North America Group Director Strategy Mosaic Canada Klau unites all agency tal- Velazquez leads a group Diamond has a wealth of ent across strategy, mea- of passionate and curious knowledge garnered on surement and analytics shopper marketing strate- the client and agency side as one seamless North American center gists. An accomplished consultant in in his two decades of experience in the of excellence. Leveraging her depth of shopper marketing strategy and com- marketing world. He is one of Canada’s experience across market and academic mercial capability building, he is known top thought leaders in his field, a fre- research, she has helped pioneer the for instilling his commitment to business quent author and conference speaker, creation of Momentum’s consumer and analytics into all aspects of sales and and a faculty member at Ivey Business shopper behavioral & analytics integrat- marketing – leading to informed strate- School. ed toolset. gies and measured outcomes. ANTHONY GIACCONE, LAURA MOSER, Senior Creative Director Vice President, Shopper MOOSYLVANIA Giaccone is an award- Marketing Practice Lead, NORTY COHEN, CEO winning creative profes- North America Cohen founded the agency sional with more than 20 Moser is responsible for in 2003 with a focus on years of experience in the leading and further build- motivating consumer be- ideation, management and implementa- ing the agency’s retail and shopper mar- havior. tion of highly effective and emotionally keting practice across all North American engaging consumer-based promotional retail and clients. and shopper marketing activations. He has founded conceptual ideation depart- MARY DELANO, JENNIFER OLLIGES, ments at three PROMO 100 agencies Chief Marketing Officer Senior Vice President, and has created programs for no fewer Delano has spent more Director of Business than 75 Fortune 500 brands. Leadership & Integration than a decade on the Olliges brings more than 15 agency side of the busi- BILL RODI, years of CPG experience in ness, connecting brands Vice President, Mosaic the areas of strategic planning and in- with their consumers, including Grey Shopper Operations tegrated shopper marketing leadership. Goose Vodka, Bacardi Rum and Rodi leads Mosaic’s U.S. Her approach to vision and growth have McDonald’s, to name a few. Shopper business, with contributed to her leading several of the an emphasis on growth agency’s CPG client engagements. MOSAIC SHOPPER strategy, business development and operations. He brings to the role deep, GLEN PEDEN, DIANA ALLWEIN, relevant experience garnered across Vice President, Director, Client Service similar client and agency-side leadership Group Creative Director and E-Commerce positions at Kraft Foods, Landor Associ- With more than 20 years’ Allwein is a seasoned client ates, MSI, Schawk/Anthem and GfK Con- experience, Peden has service professional with sumer Brand Consulting. led creative leadership 20-plus years of experience and strategy for clients such as Unile- leading successful campaigns for major ver, Bayer Consumer Care and Deutsch CPG companies inclusive of digital and brands. He infuses creative thinking with e-commerce. She’s a thought leader in N strategy, tapping into unique insights the development and implementation of NEW CREATURE alongside core truths to develop innova- integrated marketing strategies and pro- grams designed to engage the shopper. ANTHONY BAGLEY, tive campaigns. CEO DONNALYN SMITH, KRISTEN BUSS, Sometimes he builds President, North America Vice President, things that help people and sometimes he helps Smith leads the company’s Strategy & Insights people who build things. North American region and With more than 20 years in more than 900 talented marketing, research, ana- lytics, behavioral observa- DREW CLEMMONS, employees. Under her Managing Director leadership, the agency has seen double- tion and intuitively led brand, retail and Clemmons started at the digit growth, brought in high-profile creative strategy, Buss brings unique agency in 2016. He entered creative and business leadership talent, vision and innovative practices to the the company on the enter- developed unique analytics tools, and agency and its clients’ strategies. Her tainment, seasonal & toy commissioned breakthrough research to focus is on finding problems clients can sales team. Today he ensures that its cus- define the intersection between modern uniquely solve, a strategy that serves the tomers receive the operational support shoppers and technology. agency’s vision in purchase design. needed to positively impact shoppers.

16 LANCE HOLLY, NIKKI JOHNSON, GREG SMITH, Director Executive Vice President, Director, Client Services of Retail Marketing Business Development With 15-plus years of retail Smith specializes in CPG Holly uses his 27 years of and shopper marketing marketing, e-commerce retail, sales and marketing experience, Johnson is a and path-to-purchase mar- success to help his team strategic leader, helping keting. He creates engage- exceed their customer’s expectations. retail teams develop efficient and effec- ment plans that drive results and deliver Herding the masses is something he gets tive solution-based programs that drive ROI. He has led Effie-winning campaigns excited about. Leveraging consumer conversion. and retailer collaborations for clients in- shopping patterns, he oversaw the ex- cluding Nestle, Heinz, Clorox and Saputo ecution of six consecutive BTS events DYSHAUN MUHAMMAD, Dairy Foods. that contributed to more than $400M in Senior Vice President, annual sales across 28 manufacturers. Target and Drug Team PETE VONDERLINN, Leader Executive Creative SUSAN NORDEN, With more than 15 years of Director Vice President, strategic brand leadership As the agency’s creative Engagement experience in both client and agency lead, VonDerLinn champi- Norden uses her big-brand roles, Muhammad directs the Target and ons effective creative. His background to drive en- drug shopper marketing teams. proven track record for driving results gagement with customers, has led to three Effie wins and brands retailers and brands. She oversees en- CASSIE WENGER, like BurgerFi, Friendship Dairies and gagement for both the Bentonville and Creative Director, President Cheese have benefited from Southern California office. Walmart his creative efforts. Wenger leads the creative TRAVIS SOUTHARD, and strategy teams for the General Manager agency’s Bentonville office. PHOENIX CREATIVE Southard is responsible With more than a decade of leadership ABBEY ASH, Partner, for managing, educat- crafting strategic creative solutions for Director of Shopper ing, teaching and guiding corporate marketing, retail and brands, Marketing people based on their she specializes in shopper commerce for With more than 10 years functions within the organization. His Walmart and Sam’s Club. of experience, Ash over- purpose is to make others better through sees the shopper market- actions and empowerment. ing team. She’s a hands-on leader and P growth driver for brands and retailers. NSIGHT CONNECT PARTNERS + NAPIER DAVID DOLAK, Partner, CHARLEY CIRESI, COURTNEY COTRUPE, Chief Creative Officer Vice President, President With more than 10 years Client Services Cotrupe strategically creating results for clients Ciresi is a key account lead drives the agency forward including Mondelez Inter- in Minneapolis where he to deliver integrated mar- national and Anheuser- works to connect national keting solutions that drive Busch Inbev, Dolak leads a multi-disci- brand strategies to retailer and con- results. Clients including Keurig Green plinary team at the agency crafting retail, sumer objectives, delivering unique and Mountain, Conagra Brands, Bob Evans CPG and shopper marketing programs differentiated solutions to clients. and more have benefited from her sharp from strategy to design to execution. thinking and creative soul. MEGHAN GATES, EMMANUEL MARTIREZ, Associate Creative JULIE DEROLLER, Creative Director Director Senior Vice President, Martirez’s insight and Smart strategy and memo- Group Director, abilities have been helping rable storytelling are core Vine Creative Studios Phoenix Creative win carts skills Gates loves most DeRoller leads the agen- and minds since 2007. He about her job. She leads a talented group cy’s Vine Creative Studios, has been instrumental in developing of creatives across a variety of brands to developing customized retail solutions award-winning shopper marketing cam- develop ideas that make people care and including POS and 3D rendering. Clients paigns for brands including Sour Patch want to take action. include Constellation Brands with more Kids and Halls. than 100 beverage alcohol brands such as Robert Mondavi Winery, Ravage and Casa Noble.

17 Photos by Dan Crawford SFW: GED KING, CEO s head of the SFW marketing agency, Ged King views his biggest professional success as his King follows in the footsteps of his father win rate for clients. “We have certain clients for which George King, who started the agency fol- we get paid based on their success,” King says. Those Alowing a successful career at Black & Deck- metrics vary by client and are based on each client’s er that included the launch of the Dustbuster. critical KPIs. The multidisciplinary core teams at Two reasons propelled that decision: “One, he SFW assigned to these accounts see their entire an- thought the ad guys seemed to have more fun,” Ged nual bonus tied to these metrics. King says. “Two, he thought there was an opportunity “On those deals, our win record is 109 and 7. We’re to build an agency that understood what it was like to be very proud of that because the wins of the agency on the brand side. He started our agency with the idea are really the wins of the brands that we work for.” that you’d better understand retail, because that’s what Those wins are continually tallied on a high-school made the world go ’round for consumer-facing brands.” gymnasium scoreboard in the SFW office. After graduating with an engineering degree, King wanted to One turning point for the company was the formation of its in- work for his father’s agency. First King proved himself at a manu- sights and strategy group roughly a decade ago, and King expects facturer of wooden swing kits. As soon as he had a sales force and that group’s efforts to become increasingly important moving for- marketing team reporting to him and helped take that company ward. “The availability of data, and our ability to go out and get public, his father let him join the agency. data, whether we do primary work or use a POS, is growing very, Within a year, tragedy struck when George King was diagnosed very rapidly,” King says. “We can provide unbelievable insights to with terminal cancer. Ged and his brother Matt were left to run the our creative team that allows them to do better work.” business. Over the next three years, they burned through cash and The former engineering major sees data being even more impor- came close to bankruptcy. “That’s how we got into shopper market- tant moving forward as AI advances. “At some point, my house is ing,” King says. going to just order laundry detergent for me and I’m not even going Known as the man who launched the Dustbuster, King’s father to have to do that. I don’t think it’s that far away,” King says. “Under- commanded respect when he walked into a room. People listened standing the data side and making sure your brand is chosen using to what he had to say. “We were a couple of young kids who had creative and media is going to become really important.” no idea what we were doing, and no one would listen to us. But At the same time, SFW’s data shows that about 70% of Americans as soon as we started using data, they would listen. And it was all like shopping, and that more than 4,000 brick-and-mortar stores built from that.” opened in the U.S. over the past year. Today, the successful agency represents clients that include Chan- “Physical stores are not going away. I think they’re going to have nellock tools, shower door manufacturer Coastal Industries, agri- to be a lot more about entertainment than they have been,” King cultural tool manufacturer Corona Tools, and Primo Water & Dis- says. “If you want my time, and you want me to leave my house, pensers. SFW has experienced continued growth, now boasting 60 then you’d better deliver me an excellent experience.” employees and a position on the Inc. 5000 list five of the past six years. — Chris Gelbach

18 ABBY O’DONNELL, KELLY WELCH, GEORGE RUSSELL, CEO Account Manager Creative Director Russell brings more than From handling the day-to- Welch and her creative 30 years of experience day shopper business for team deliver strategic in building successful the Mondelez International ideas through integrated consumer product, retail account, to now leading branding, shopper mar- and marketing technol- the team, O’Donnell develops strategic keting and promotions for billion-dollar ogy companies. His passion is in helping marketing solutions that enhance brands retailers and CPG brands. Her team’s clients grow their business and improve and drive shopper behavior in the retail inspiring work has received numerous the return on their marketing investment. space. awards and accolades for creativity and He has served as chief operating officer effectiveness. of Duane Reade, and founded his own digital marketing services firm, ECS PROPAC MARKETING Network LLC. CHARLES DAIGLE, PURERED CEO & Founder JOHN CATTARULLA, ANDY SUNG, Daigle built a shopper- Vice President, Chief Digital Officer focused, brand-activation Retail Growth Bringing more than 15 agency that delivers ef- Cattarulla has more than years of digital marketing ficient solutions for snack 20 years of experience technology experience and beverage companies. He founded leading sales and market- working with Fortune 100 Propac on his passion for forging innova- ing efforts for renowned brands like brands, Sung has a proven track record tion solutions for clients and fosters his Yahoo and Microsoft. Prior to joining of innovation, content creation and man- teams to be indispensable partners. PureRED, he worked as regional vice agement, omnichannel experiences, digi- president at Tapad. He also served as tal product strategy, creative design and CHASE DAIGLE, President of the Atlanta Interactive technology development. Director of New Association leading the long- Daigle leads Propac’s term vision of the organization. During CHIP WEINSTEIN, growth strategy and busi- his tenure with Microsoft, he served as Managing Director, ness development. He director at Microsoft advertising, encom- Consumer Growth honed his skills in pro- passing digital media brands such as Weinstein leads PureRED motions, shopper marketing, digital, MSN, MSNBC, Bing, and XBox. consumer market new entertainment, sales incentives and business development. experiential marketing for clients includ- KEVIN KINCAID, He brings two decades of experience in ing Mountain Dew, Interstate Batteries, Senior Vice President, securing new business for best-in-class Lipton, AMP Energy and Frito-Lay. Account Services advertising agencies, coupled with a A PureRED veteran of deep level of expertise in digital, data COLBY GRAFF, General more than 20 years, Kin- analysis and CRM, in a multitude of busi- Manager, Strategy & caid is responsible for ness categories. Communications growing the agency’s West Coast pres- Graff directs strategy and ence and managing its San Francisco oversees insights so the office. He began his career in production R agency can develop inte- and has worked in three locations – San grated shopper marketing campaigns Francisco, Atlanta and Chicago. He pre- RED FUSE that increase brand visibility, customer viously served as director of account COMMUNICATIONS engagement and company revenue/ services, while working with one of the KRISTEN ASHNER, sales. He leads all digital and media company’s major clients. Group Account Director, efforts for all clients at Propac. Shopper & E-Commerce JOHN MCHALE, Communications ARTHUR KAPLAN, Chief Creative Officer Ashner is responsible for General Manager, McHale oversees all cli- shopper marketing and Client Services ent creative efforts and e-commerce for the Hill’s Pet Nutrition Kaplan has 20 years of in- partners with the executive and Tom’s of Maine businesses. tegrated promotion expe- management team on the rience working with indus- overall creative product and company RODGER DIPASCA, try leaders such as AT&T, Puma, Dodge culture. He was most recently group vice Global Managing Director, and Pizza Hut. He manages Propac’s president and executive creative director Shopper Communications shopper business and is responsible for of digital marketing agency SapientRazor- DiPasca leads all world- promotions, integrated marketing and fish, where he worked closely with For- wide shopper communica- sales incentives. tune 100 clients such as Norwegian Cruise tions at WPP’s Red Fuse, Line, Coca-Cola, Disney and NASCAR. a “team agency” that creates integrated for Colgate- Palmolive.

19 DOMINIC FORTE, NICHOLAS SAMMER, SFW Associate Director, Vice President, Client Shopper & E-Commerce Partnership & Brand ASHLEY DILLON, Media, North America Strategy, North America Marketing Director Forte is responsible for Dillon uses her more than shopper-targeted media 10 years of agency experi- planning and buying throughout North ence to lead a core account America, inclusive of e-commerce. team through marketing SANDBOX planning, brand development, creative , Director ANN MCGRATH, GEORGE BIRD production and new product develop- Group Account Director, of In-Store Experience ment. Shopper Communications, From analog to digitally North America human experiences, Bird DAVE GEREN, Executive Vice President, McGrath leads the North is able to concept and de- Account Management American Red Fuse Shop- ploy beautiful, relevant and per team to create and execute commu- engaging experiences across pop-ups to A former Lowe’s vice presi- nications that drive shopper action for store-within-a-store formats. He ensures dent of marketing, Geren Colgate-Palmolive. the experience always drives return for has 20 years of experience the brand while being relevant to the in strategy, branding, retail marketing, BECKY TURNER, shopper. CRM and multichannel communications Shopper Marketing on both the client and agency sides. He Network Director, Europe STEVE SPENCER, Senior heads up the SFW research and account Vice President,Executive Turner leads Red Fuse’s teams. Creative Director shopper and e-commerce BRAD HIGDON, marketing efforts for Col- Spencer makes the com- Executive Vice President, gate-Palmolive throughout the 33-coun- plex look, feel, sound and Content & Activation try Europe region. act simple. He hones the experiences and expressions of a shop- Higdon is the newest per’s journey to combat decision fatigue member of the SFW man- and increase decision simplicity, pur- agement team, joining the S chases and loyalty, creating deep retail organization in November 2017. He is re- SAATCHI & engagement. sponsible for creative development and production, media, social media, digital SAATCHI X NICOLE TURNER, Senior strategy and execution. MAURIAHH BEEZLEY, Vice President,Group Vice President, Group Client ServicesDirector GED KING, CEO Creative Director Brick and mortar, e-com- See profile on page 18 merce or one-off events, Turner helps brands cap- GRAY ROBINSON, ture, captivate and convert shoppers Strategy Director through meaningful and memorable Robinson’s interest in ERIN CAMPBELL, engagement at every stage of the shop- consumer behavior and Vice President, per’s journey. insights-led strategy Strategy brought him to SFW from ERIK WENNEROD, the client side in 2016. He is responsible Director, CRM Strategy for research, analytics and strategy for With extensive experience clients such as Channellock tools and in conceptualization, devel- Primo Water. JIM CARTWRIGHT, opment and management Chief Operating of customer relationship SHOPTOLOGY Officer marketing programs, Wennerod drives awareness, traffic (online and in-store) CHARLIE ANDERSON, and conversion for new product launches, CEO loyalty programs, promotions and more. Anderson has more than 19 years of shopper mar- ETHAN WHITEHILL, JESSICA HENDRIX, keting experience leading Managing Director President & CEO innovative work with part- From shopper psychology ners like PepsiCo, Walmart, Ubisoft and and experiential design to Kroger. His talented team is focused on brand strategy and activa- innovative shopper marketing, seamless tion, Whitehill has yet to shopping and tech-enabled shopping cross a realm of retail territory that is experiences. unfamiliar, ensuring brands’ experiences and expressions are relevant, relational and provide return.

20 WILL CLARKE, JULIE QUICK, Senior Senior Vice President, Vice President, Head T Head of Creative of Insights & Strategy THEORY HOUSE With more than 25 years Quick is passionate about of retail and marketing what drives shoppers in TIM BOGERT, experience, Clarke lives to their purchase journeys Creative Director define and explore the cutting edge of and what bonds them to brands. She’s a Bogert leads the creative retail, technology and brand storytelling. true thought leader who is also a mem- team at Theory House sup- He is relentless in his pursuit of creative ber of P2PI’s elite Distinguished Faculty. porting clients like Google, excellence in the field of shopper market- Delta Faucet and Pepsi. ing and omnichannel communications. , President His work has been recognized by The SOCIAL FORCES JIM CUSSON Cannes International Festival of Creativ- ARI ROTHMAN, Cusson leads the retail ity, The One Show, Creativity, The Wall Vice President, Account marketing agency that Street Journal and The PRO Awards. & Marketing Services supports mid-size retailers Rothman is a 20-plus year and brands such as Food RYAN KARLSTROM, CPG and retail veteran with Lion, The Fresh Market, Group Account Director account experience in inte- Liquid Wrench, Zyliss and GUNK with Karlstrom is a proven grated social media platforms who now branding, in-store design and activation. leader of ideas across leads new business development at the , the path to purchase for MOLLY KRAUS agency. Vice President of Account many national and global Services brands. His drive and 18 years of experi- CARL VERVISCH, ence combine to deliver optimal results President/Creative Kraus heads the client for many leading brands including Dean Director and Founding services team at Theory Foods, Ubisoft, MoneyGram, Organic Partner House supporting clients Valley, Nestle and PepsiCo. Vervisch directs opera- like Delta Faucet, Pepsi and Starbucks. tions, finance and champi- JARED MEISEL, KEN MADDEN, ons the ideas that will deliver a meaning- Senior Vice President, Managing Partner, ful social experience through cohesive Shopper Marketing Head of Engagement brand messaging and delicious visual Meisel helps clients create Madden is a proud geek design. and relentlessly curious. digital and physical experi- Over his more-than-20- KATE WHATLEY, CEO ences that connect with year career in marketing, technology, and Founding Partner shoppers in relevant, profitable ways. strategy and analytics, he has become Whatley leads the account obsessed with exploring and under- team in all of the agency’s TPN standing what makes an experience client-facing relations, spe- , truly engaging. He and his team create, cializing in strategic plan- SARAH CUNNINGHAM Senior Managing Director, build and deliver shopper marketing ning on digital initiatives and social shop- Client Service & programs that engage shoppers and per marketing program activations. deliver results – and break new ground Development as often as possible. RACHEL WILLIAMS, Cunningham has 20 years Account & Media of shopper and retail com- IVAN MAYES, Group Strategist merce and brand engagement experi- Technology Director Williams is an experienced ence in creating strategic solutions to With 10 years in shopper digital media buyer who make the buy happen for clients in the marketing and a lifetime ensures brands’ goals, CPG, consumer electronics, telecom- building digital tools, targets and campaigns are utilizing stra- munications, apparel and credit services Mayes is redefining how tegic content and audience insights for industries. She leads TPN’s Midwest and shoppers interact with technology. He maximum results. West Coast offices, overseeing solutions sets the vision for creating shopper and approaches for client’s teams, along experiences throughout the digital land- with growth and content initiatives. scape. His unique blend of creative and technology acumen enables him to lead RICH FEITLER, President and Chief the development of innovative solutions Operating Officer that build bonds between brands, retail- See profile on page 2 ers and shoppers.

21 Photos by Brian Morrison BLUE CHIP MARKETING WORLDWIDE: STANTON KAWER, CEO & Chairman hen Stanton Kawer took on his first brand marketing, digital, social and . role as an account executive at Blue “I think the fact that we have a 70-person connec- Chip Advertising, he was the agency’s tions department working seamlessly with account Wsecond employee. “I thought I was go- planning and strategy and being able to be media- ing to be in creative, but the gentleman who owned agnostic is a huge difference-maker,” Kawer says. the company said, ‘You’ve gotta sell, kid,’” Kawer The agency works cross-functionally, with every says. “I thought I would be at the company about two department viewing business and client KPIs daily so weeks. I’m heading in on 30 years.” that everyone is united on what those KPIs are and in Today, the company is Blue Chip Marketing World- figuring out ways to solve for them. “Everyone has a wide, it has nearly 400 employees, and Kawer is its share of ownership in delivering that success for our CEO and chairman. client,” Kawer says. He envisioned a path for success by pursuing what Looking to the future, Kawer sees technologies like is now called shopper marketing. “Agencies at the time were a little AI and VR as being potentially transformative to the shopping expe- bloated — and were not business partners,” Kawer says. “They were rience. The opportunity to walk and shop the aisles virtually could television commercial vendors who were just getting fat on media allow for incremental and impulse purchases. “By introducing that commissions.” He saw early opportunity in figuring out marketing in-store experience at the convenience of my computer, what’s old is strategies and plans that would deliver business results. new again,” Kawer says. “As we’ve gotten into things like clean-store Kawer views the company’s ongoing growth as an independent, policies, VR potentially might reintroduce the opportunity to have privately owned entity his biggest success. “We are today one of the virtual endcaps and create opportunities for fuller immersion with very few independent and genuine integrated marketing companies brands virtually in-store.” with the scale that we have,” he says. “And that’s key.” Kawer be- He sees AI as possibly offering a wonderful way for manufactur- lieves it has enabled the company to be agile while still investing ers and merchants to realize efficiencies in understanding shopper in capabilities that make the agency competitive. “We can look at behavior and patterns and put algorithms against that. “However, it things through the lens of an independent company that’s serving puts a big question mark in the shopper as to who’s ultimately pro- the best interests of our clients and employees, rather than those of viding selection and empowering curiosity for choice,” Kawer says. a holding company or shareholders,” he says. It may also minimize the vital role that retailers play in facilitating According to Kawer, the agency’s mission is to give incredible interaction and fostering community. people the opportunity to make a difference, and his role is to give One way that Kawer, an avid yoga practitioner, strives to build employees a platform to make a difference. “That’s what motivates community in his own agency is through free yoga classes for me every single day when I wake up,” he says. employees. He believes it has been helpful in creating a culture in Blue Chip is perhaps most recognized for its nearly 25-year rela- which people feel nurtured and understand their interdependen- tionship as agency of record for Procter & Gamble. Kawer also sees cies. “It’s the notion of understanding what role a brand or store the company as being unique in the shopper marketing world for has within the larger construct of a community, and how to be an having an in-house media planning and buying team in addition to authentic part of that conversation,” he says. capabilities in research and insights, shopper and retail marketing, — Chris Gelbach

22 ALLY HOLLAND GILL, CHRIS RUECKERT, HUGH BOYLE, CEO Vice President, Vice President, Boyle joined TracyLocke Account Service Account Service from Geometry Global Gill has 20 years of market- Rueckert is instrumental in where he was global chief ing experience across all developing insights-based digital officer. He has been retail channels. Her core shopper marketing and responsible for many experience is in shopper marketing and retail programming for Clorox’s national high-profile integrated campaigns and annual customer planning, with a strong retail accounts and national shopper has managed multimillion-dollar digi- background in national brand activation marketing group. In her tenure at TPN, tal revenues throughout EMEA, North and promotion. She plays a leadership she has successfully spearhearded in- America, Latin America and Asia Pacific, role in the agency’s Hershey relationship. novative programs spanning across the across some 80-plus regional offices. His Before joining TPN, Gill played an instru- Clorox brand portfolio of brands. Prior to decades’ worth of global, technological mental role developing creative com- TPN, Rueckert defined and led success- and business expertise helps drive inno- merce solutions for major brands such ful marketing programs for Visa, vation through the agency and expands as Pepsi, Sun Products, Starbucks and PlayStation and Comcast. it globally. Nestle Waters. JOE SCARTZ, Chief PHIL CAMAROTA, AMY LANZI, Managing Digital Commerce Officer Executive Creative Director, New York Scartz is responsible Director Lanzi is responsible for for leading the agency’s Camarota has a passion for managing and developing growing digital marketing, creative problem-solving TPN’s East Coast-based cli- commerce and technology that goes across every ent businesses. She leads team, along with its tpnPRIME Group, a discipline, but he has a special affinity its Omnicom partner-agency integration new Amazon practice group dedicated for shopper marketing. He has used his efforts and is a recognized leader for to optimizing brand presence and sales unique skillset to create shopper-centric bringing a shopper marketing strate- on Amazon. This focused group is con- solutions for brands like Pepsi, Frito-Lay, gic approach to global agency models nected to the broader digital commerce Gatorade, Samsung, Don Q and Hershey. across a portfolio of brands and multi- group, but operates with a special focus country campaign initiatives. on driving Amazon business results for MIKE LOVEGROVE, key CPG manufacturers and tech com- President and Chief CHRISTY O’PELLA, panies. Creative Officer Senior Managing Director, As the architect of the Dallas agency’s Buy Design meth- O’Pella oversees TPN’s Dal- TRACYLOCKE odology, Lovegrove has las and Bentonville offices MICHAEL BARTLETT, been a driving force in the reinvention of as well as several of the Managing Partner TracyLocke. He has led the creation of agency’s largest accounts. With 25 years’ Bartlett has a passion for game-changing platforms for PepsiCo, experience, she is a recognized expert developing powerful cre- Pizza Hut, HP, T-Mobile and Pfizer. His in building CPG shopper marketing pro- ative solutions to complex interdisciplinary expertise and passion cesses and initiatives, and retailer and business issues. As the for the work has also played a pivotal consumer activations for some of the leader of the agency’s PepsiCo busi- role in the exponential expansion of its world’s most iconic brands. ness, he works with his team to deliver client roster. smart, innovative thinking. He also lends CHERYL POLICASTRO, his considerable leadership to Harman’s TYLER MURRAY, Managing Director, world-class brands. From developing Chief Strategy Officer Planning national ideas that build brand equity to Murray has worked with Policastro is head of strat- shopper-relevant programs designed to innovative thought leaders egy and insights for TPN drive sales, he makes sure its Buy Design and world-class clients us- and brings 25-plus years approach is always at the core. ing big and small data to of experience in brand management, uncover priceless insights. He has also shopper marketing and analytics. Most been instrumental in creating proprietary recently, she led shopper marketing ef- research platforms like the TL Empathy forts for RB. Previous roles also included Lab and path to purchase model. His 14 years at Novartis Consumer Health, academic approach and range of experi- where she led healthcare initiatives for ence provide a unique perspective on insights, analytics and grocery shopper linking consumer and shopper insights to marketing. create actionable strategies that deliver highly effective campaigns.

23 BILL NATLO, BROOKE STINGELIN, Group Account Director U Senior Account Director Natlo, a shopper marketing UPSHOT Stingelin has developed expert, currently oversees programs in every channel the Heineken business. LISA HURST, and almost every retailer Senior Vice President, across the U.S. She knows Account Management all things shopper marketing, inside and Hurst spearheads Upshot’s SANDY STEIN, Executive outside of the store – store back and shopper marketing ef- digital path to purchase first. Creative Director forts, bringing expertise Stein’s experience as an and thought-leadership to its shopper award-winning creative insights, strategies and experiences. As leader on both the brand the retail landscape continues to evolve, V and shopper side of the brands look to her to make them shop- VML industry gives him a unique perspective per-ready. and clear vision for integrated success. JON BIRD, Executive From PepsiCo and Pfizer to Harman, Don LIONEL KNIGHT, Director, Retail & Shopper Q Rum and Dick’s Sporting Goods, he Senior Vice President, Bird has more than 30 has been instrumental in the creation of Planning years of experience in retail many high-profile platforms, campaigns Knight is a passionate and shopper marketing in and product launches. believer in the power of both Australia and the U.S. understanding human He leads the retail practice at VML and is behavior. He heads up Upshot’s research a regular speaker on retail trends. TWINOAKS and planning efforts, tapping proven , NICOLE ARAGI, and innovative techniques to pinpoint ANDREW HEDDLE Group Channel Director, Creative Director insights that inspire programs and ulti- Commerce Aragi is a new addition to mately shoppers. the agency, serving as cre- Heddle has led e-com- ative director for its New BRIAN KRISTOFEK, merce businesses in the York office. She currently President & CEO U.S. and Europe since oversees the Coca-Cola creative team Kristofek has believed in 2003. Most recently, he built and ran Best and contributes to both Goose Island the power of shopper mar- Buy’s $300M third-party e-commerce and new business. keting right from the start, business, including the marketplace on working with pioneers like bestbuy.com. He runs VML’s DTC com- JUSTIN PEABODY, P&G. He’s actively involved in growing merce practice, serving major U.S. brands Associate Creative Upshot’s shopper capabilities, includ- looking to go direct to consumer. Director ing media innovation along the path to , Associate Peabody is a passionate purchase. BRIAN LANG creative leader who is Director, Data & Analytics relentless about solving BRIAN PRIEST, Lang leads e-commerce problems where business and creativity Senior Vice President, measurement for CPG intersect. He currently leads the agency’s Creative Services brands at top retailers. He Beam Suntory business, crafting com- Priest leads Upshot’s shop- has extensive experience pelling solutions for Hornitos and Sauza per marketing creative synthesizing large sets of disparate data tequilas. development, developing and providing holistic views into perfor- seamless and dynamic engagement mance that drive insights and informed through the entire path to purchase. He business decisions. creates orchestrated communications , and intuitive experiences that deliver DAN PEREIRA Group Director, on the demands of today’s omnipresent Commerce Strategy shopper. Pereira leads VML’s global e-commerce practice pull- ing commerce through the connected consumer experience. He has more than 15 years’ experience working within CPG across multiple disciplines.

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