As seen in WHO’S WHO in Shopper Agencies

Our eighth annual report recognizes more than 200 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. ANDREA YOUNG, LAUREN HAWES, ICON KEY President, Advantage Vice President, Customer Experience Strategy Director Institute member Group Hawes leads strategy Young oversees operations across a number of busi- across six agencies, 19 U.S. nesses at the agency. She retailer agency of record appointments, is a lead architect behind Arc’s propri- and more than 10 key national client etary research tool, ShopperScopeSM. A relationships and brand businesses. She She is also the founder and co-leader of joined Advantage after more than 15 the agency’s employee resource group ADVANTAGE MARKETING years working with Omnicom Group of for parents, ParentKind. PARTNERS Companies. SOCHE PICARD, Chief Executive JILL GRIFFIN, President Officer, North America Griffin leads the collective ARC WORLDWIDE See profile on page of agencies with an un- 9 CHRIS CANCILLA, U.S. matched service offering, DANA STOTTS, bridging the gap between Chief Creative Officer Cancilla oversees the cre- Senior Vice President, and marketing, - Director of Channel and ers and manufacturers, and consumers ative craft and effective- ness of work produced Customer Strategy and shoppers, driving for Stotts has more than 20 each party. for the agency. He has more than 20 years’ experience building years’ experience working with world-class clients and retailers. He MICHAEL HARRIS, award-winning work and has created currently leads channel and customer Executive Vice President, work for the likes of Kellogg’s, McDon- strategy for Arc and is responsible for Strategy and ald’s and Visa. inspiring integrated, commerce-driven Development solutions for his clients. With more than 25 years’ KYLE CLEARY, experience in Senior Vice President, Account Director MATTHEW WEINER, and marketing, Harris has led agencies Senior Vice President, on two continents and developed cam- Cleary has more than 18 years’ experience de- Group Creative Director paigns working with the world’s finest Weiner leads creative . He has been responsible for veloping and executing break-through retail and promotional across MillerCoors. He’s strategy and development at the agency worked across many cate- since 2015. marketing campaigns for global brands including Pepsi, Gatorade, Reebok and gories, disciplines and agencies. His love for drinking beer has parlayed into a love LISA KLAUSER, SC Johnson. He currently is the business for selling it and is inspired by the ever- President, Enterprise lead on MillerCoors. changing landscape of commerce. Client Development Klauser is a 23-year con- MATT DENTEN, sumer packaged goods Executive Vice President, Creative Director AVID MARKETING veteran with marketing GROUP and sales experience in personal care, Denten has more than 25 beverages and food. She spent 19 years years’ experience in design MIKE DEMATO, at Unilever, where she led a team of more communication, shopper Vice President, than 250 CPG professionals. Prior to her marketing, retail design, promotions, Client Services current role, she was president of IN Con- brand activation and experiential event DeMato brings more than nected Marketing. marketing. He leads the creative team for 20 years of shopper mar- Dunkin’ and heads the Arc Worldwide keting and brand-building BRIAN KRISTOFEK, Retail Design Group. experience, leading the account services President, Advantage team at AMG. His core expertise revolves Consumer and Shopper ELIZABETH HARRIS, around crafting strategy and execution Marketing Chief Strategy Officer, direction for successful pre-store and Kristofek has believed North America in-store programming. in the power of shopper Harris directs insights and marketing from the start, working with strategy for brands such as DEANNA DRAPEAU, pioneers like P&G. He’s actively involved MillerCoors and Intel. She Managing Partner in growing Advantage Consumer and has broad experience in marketing with Whether developing an Shopper capabilities, including business a sharp specialization on retail, shopper integrated shopper mar- arts and digital innovation along the marketing and brand strategy/insights. keting strategy or launch- shopper journey. ing multifaceted digital campaigns, Drapeau and her team strive to produce tangible increases in brand visibility that drive customer engage- ment, sales and increased revenue.

2 JONATHAN GROSS, JOY MEAD, Executive BRENDA MAXWELL, Senior Partner Vice President and Senior Director, Gross founded Avid in 1986 General Manager, Account Services to perfect the strategy Business Leadership Maxwell leads the account and processes that allow Mead has more than 30 services team and is re- its clients to promote their years of CPG industry ex- sponsible for client strat- brands, engage their customers and perience. She has expertise in a variety of egy, growth and satisfaction through increase revenue. He brings a wealth of capacities including customer business increased client engagement. She has experience in making sense of the varied development, category management, more than 18 years of experience lead- marketing tactics available to create a shopper marketing and brand leadership. ing and building cross-functional teams comprehensive, customized and effec- Mead leads Blue Chip’s business leader- across diverse brands and categories. tive program. ship teams on P&G, Butterball, Bausch & Lomb and Wells Enterprises. JOHN MEYER, KEN KRUPA, Vice President, Vice President of JAMIE OLSON, Client Partnerships Analytics and Business Senior Vice President, Meyer leads new busi- Performance Management Business Leadership ness development and Krupa leads AMG’s analyt- Olson has more than 15 client partnerships for the ics team and is responsible years of experience help- agency. He has more than 20 years of for evaluating program performance to ing manufacturers like shopper marketing agency leadership identify key insights and provide client Bausch & Lomb, McCormick and Kel- experience and has worked with leading strategy recommendations for more in- logg’s motivate shoppers through value- brands across all retail channels. formed, effective and efficient shopper added experiences. She understands marketing promotions. how to take brand strategy to the store level and unite shoppers to purchases. BRAVO GROUP MARCOS MOURE, B PAT TAFLINGER, Vice President, Senior Vice President, Creative Director BARD ADVERTISING Intelligence Moure, a 20-year market- BARB STABNO, With more than 20 years ing, advertising, digital and Founder and President of industry experience, shopper guru, is Bravo’s Stabno has more than Taflinger leads Blue Chip’s creative lead across the full shopper 25 years of experience in strategy, analytics, modeling and re- marketing portfolio. His strategic ap- shopper marketing. She is sources capabilities, with a passion for proach, creative brilliance, and conta- responsible for the overall results and attribution. gious passion infuse Bravo’s shopper management of the agency and leads marketing expertise. the strategic team. She also oversees BRAVIS MARKETING Connect1-1, a print-at-home coupon platform that allows partnering agencies LUKE BRADSHAW, C complete control to build and manage Founder, Chief Executive coupons with access to real-time data Officer CHASE DESIGN across both social and display media. Bradshaw opened Bravis JOE LAMPERTIUS, Marketing in 2007 with Executive Vice President, nearly 15 years of retail Practice Lead BLUE CHIP MARKETING marketing experience with the objective Lampertius leads the shop- WORLDWIDE to bring a more agile, efficient and inno- per practice and growth vative way of thinking to its clients such , across Chase Design and ELIZABETH BLESER as Walmart, Sam’s Club, Diageo North Vice President, Momentum. America, Unilever and Tyson. Digital Engagement Bleser is a results-driven PETER LYNCH, WILLIAM FLANARY, Executive Vice President, digital strategist with Creative Director 20 years of experience Shopper-Based Design With nearly 15 years of ex- Lynch has decades of shop- guiding brands on digital investments perience in shopper mar- accomplishing both marketing and per-based design experi- keting, Flanary is respon- ence within Chase Design. business objectives. She oversees the sible for leading a multi- strategic direction, implementation and disciplined creative team. His team’s goal DONNALYN SMITH, optimization for all digital work done to is to develop ideas that seamlessly trans- President, support the agency’s clients. late to execution – ideas that capture the North America shopper’s attention, communicate the Smith serves as president offer and convert them to action. of both Momentum and Chase Design.

3 COLANGELO COLLABORATIVE STEVEN SAURA, Vice President, Managing BRENDAN MARKETING GROUP Director, North America ABRASSART-WHITE, KIM BARKER, Saura is responsible for ac- Creative Director Vice President, celerating the growth and With more than 15 years Shopper Marketing expansion of North Amer- of experience, Abrassart- Barker brings a wealth of ica. With expertise in consumer goods, White is responsible for experience, leading the retail and activation, he has helped fuel leading the creative team and develop- planning and activation of iconic brands for global industry leaders ing commercial and shopper marketing consumer and shopper mar- for more than 25 years. programs and brand activation. His focus keting programs for multiple CPG clients. is making ideas even more powerful to drive conversion. GARY FRIEDLANDER, Executive Vice CURB CROWSER President DEAN FORBES, CEO DON GROWHOSKI, See profile on page 19 Owner, Managing Partner Forbes’ 25 years of experi- ence fuels his passion for Growhoski has 25 years’ RYAN MANGLER, retail and translates to experience in brand, Director, Digital Solutions business and creative solu- marketing and creative Mangler supports Miller- tions that heed results. strategy. He is one of the Coors in developing, ex- ecuting and analyzing its leading figures in the application of so- SHANDRA ZURN, cial and humanistic sciences to branding digital promotions. Prior Vice President and marketing. His ability to translate experience included working for a digital Zurn partners with clients knowledge and insight helps transform advertising agency in Amsterdam, and to bring creative strategies brands, drive growth and vastly improve as a marketing activation manager with to life at retail, resulting marketing efforts across digital, social, Adidas e-commerce. in both a sell-in and sell- shopper, CRM, promotional and experi- through. ential marketing. GARRETT PLEPEL, CEO See profile on page 19 AMY HOAK, Senior Vice President E Account Management, CREATA Shopper Marketing CHRISTOPHER DIMMOCK, EASTWEST MARKETING Hoak has more than 20 Chief Strategy Officer GROUP years of integrated market- With 26 years of marketing CRAIG MOSER, ing experience developing strategies and sciences practice includ- Vice President, marketing programs that drive results. ing innovation, research, Group Account Director, She has a keen knowledge of shopper product development and Retail Marketing marketing and understands the need brand , Dimmock oversees Moser leads Eastwest’s to see all activation through a brand- all client strategic planning and market- in-store planning, as well building lens. She’s known for partnering ing strategy through the agency’s global as execution and digital initiatives. He with clients to ensure business objectives strategy and insights group, including a has been instrumental in the launch and are translated to marketing KPIs that are primary research practice. continued operation of the company’s measurable and have long-term impact retail-focused discipline. on brands. LINDA LELUDIS, Digital Account Director LOU RAMERY, CEO ALYSON TARDIF, Leludis’ expertise spans Ramery leads the agency Owner, Managing Partner many industries including in guiding clients to de- Tardif has more than 20 QSR, retail and live enter- velop meaningful brand years of through-the-line tainment. She has 20 years connections that maximize marketing experience. She of , content development, customer value. adamantly stays involved experiential and ex- with clients’ business, ensuring they get perience working client side and agency. the best from start to finish. She also EDGE MARKETING takes pride in providing her team with the SUE ROSENHAIN, STEVE DELOREZ, support and resources required to deliver President Group Creative Director the best for every individual client need. Rosenhain believes in the With 20-plus years’ ex- power of play to create perience, DeLorez has led lasting connections be- creative work for some of tween people and brands. the world’s most popular With more than 25 years of experience, brands and is focused on bringing their she now leads a global team deliver- strategies to life in unexpected, fulfilling ing award-winning work to some of the ways for consumers at every point on world’s most iconic brands. the shopper journey.

4 Photos by Rex Curry PROPAC AGENCY: CHARLES DAIGLE, CEO harles Daigle first connected with Dallas- Propac Agency works to ensure that its clients meet based agency Promotional Resources in the shoppers on their terms and capture the greatest sales 1980s when it was a small shop working with opportunities, Daigle says. “It’s not just about the shelf,” he C the food service industry. The agency tran- says. “It’s about digital and how that’s converging.” sitioned into traditional retail and changed its name Propac Agency relies heavily on collaboration to to Promotional Packaging in 1991. When other part- service its clients, Daigle says. A project starts with a ners left, Daigle remained and today he is the CEO and client service team integrated by channel, whether it’s founder of the 90-employee Propac Agency. traditional retail, food service or digital. Within each Looking back, Daigle is perhaps most proud of the channel its members are specialized by strategy, com- early involvement with Walmart at a time when the munication and creative to provide insights, brand mass merchandiser was opening 300 to 500 new planning and activate the brand presence. stores every year. “We were the first agency to do a “In the last few years, we as an organization have national brand-opening program for Walmart,” he says. continued to evolve to meet the demand for the speed of innovation Daigle first recalls hearing the term “shopper marketing” during to the shelf,” Daigle says. “What’s really driving this is the competi- this time and credits Walmart for helping bring it into common usage. tion between Walmart and Amazon. Amazon is hanging its hat on “Prior to Walmart, the whole grocery segment was very fragmented,” delivery. It’s raising the bar for our clients in the CPG and vendor he says. “Walmart began to challenge their vendor community to community to bring innovation from concept to the consumers at come up with [shopper] insights. Very quickly their vendor commu- lightning speed. Our agency is reflecting that dynamic.” nity aligned with that support to win at Walmart. And the rest of the Clients should judge their agencies based on how well they under- industry followed. And we were right there in the middle of it.” stand their shoppers, whether they seem grounded in the real world Walmart continues to be a significant part of Propac Agency’s with sound execution plans, and whether they give clients the abil- business, particularly on the Sam’s Club side, Daigle says. The ity to flex their muscles, Daigle says. “What’s their positioning in a agency led testing and rollout of a scan-and-go program at the cash particular market, or category?” he says. “When you’re dealing with register and handles meeting planning with the vendor community an organization like PepsiCo, which has tremendous brand leader- as well as shopper engagement initiatives, he says. Other accom- ship in so many categories, a lot of opportunities come with that.” plishments Daigle cites include transitioning from project-centric Clients need the most help navigating shoppers’ lack of brand work to retainer-type involvement with companies like PepsiCo. loyalty, especially in the digital world, Daigle believes. “Having Daigle describes the agency as a “people-first organization,” not- news is just becoming more critical if they’re going to remain rel- ing “that’s the product we’re actually selling.” He interviews pros- evant in the shopping experience,” he says. “Amazon can just, with pects personally and shares “things about the organization so they the click of a button, have a new item available to the shoppers. … understand our background and who we are as a culture,” he says. Agencies are going to have to continue to find ways to be faster and “It’s important that you’re hiring smart individuals from a range of more efficient in order to wow (clients) every day. That’s the chal- backgrounds, strengths and perspectives, with a passion to create lenge for us, to retain our clients.” messaging that connects with people from all walks of life.” — Ed Finkel

5 ELIZABETH FOGERTY, JANET BARKER-EVANS, RON MAGLIOCCO, Executive Vice President, Senior Vice President, Executive Vice President, Chief Strategy Officer Executive Creative Client Services With 25 years of integrated Director Magliocco and his team marketing experience, Barker-Evans is passion- use the agency’s data to Fogerty’s history of per- ate about using creativity develop effective ideas formance-driven results speaks volumes. to solve clients’ business problems. She that unlock demand for client brands Responsible for developing fact-based, leads creative for Epsilon Agency and is at retail. For 25-plus years, he’s been a insight-driven strategies, her team in- an adjunct professor at DePaul University. leader of shopper commerce for his team spires great creative that motivates con- and their clients from retailer promotions sumers to take action. HEATHER COLLINS, to the precise, measurable nature of the Executive Vice President, discipline today. MARCELLA OGLESBY, Client Services Vice President, Collins has 20 years of HAYES MINOR, Creative Director marketing experience with Vice President, Oglesby has more than 16 a proven track record of Strategic Planning years of experience in the driving growth for iconic brands. She In her role as a strategic design industry, ranging leads the Mars Inc. and Georgia-Pacific planning leader, Hayes from fashion design to interior design to teams, focused on brand conversion, is passionate about the graphic design. She and her team de- building digital eco-systems and shop- development of rich shopper strategies velop strategically sound, breakthrough per marketing functions. across brands and retailers. With 20-plus creative for shopper marketing cam- years in marketing, she’s focused her paigns and consumer engagements. COLLEEN DEVOS, practice, specializing in behavior change Executive Vice President, for multiple Fortune 500 companies. MICHELE SHIROMA, Client Services Vice President, With more than 20 years of NINA MONAHAN, Client Services strategic brand leadership Senior Vice President, Shiroma has been with on the agency side, DeVos Group Account Director the agency for 15 years, oversees client engagements across Monahan is responsible working between brand Epsilon. for leading a portfolio of and customer-facing roles. She has led businesses, including Glaxo- the field in developing strategic shopper BILL FLANAGAN, SmithKline. With more than 25 years of marketing plans grounded in insights Vice President, global integrated marketing experience, across CPG brands, including Unilever Group Director she has worked in multiple countries with and Smithfield. For 20-plus years, Flanagan a focus on building capability, growth and has developed award-win- innovation across a range of iconic brands. ALLISON WELKER, ning marketing programs Executive Vice President, for his clients. And to his delight, he leads CASSIE WENGER, General Manager the adult-beverage discipline at Epsilon, Vice President, Welker brings 18 years of where he applies data-driven and audi- Creative Director traditional agency experi- ence-based strategies to his portfolio of Wenger leads the creative ence with a heavy shopper world class beverage-alcohol brands. and strategy teams for the marketing influence, where she helped agency’s Bentonville office. companies like Unilever and Newell Rub- With more than a decade of leadership bermaid build their shopper discipline. crafting strategic creative solutions for corporate marketing, retail and brands, specializing in shopper commerce for EPSILON Walmart and Club. STEVE ABDO, Senior LISA JOHNSTON, Vice Vice President, Grocery President, Walmart & and Value Team Leader Club Team Leader F With more than 25 years of With more than 20 years of experience in sales, brand experience in sales, strate- FCB/RED gic planning and shopper marketing and strategic TEDDY BROWN, marketing, Johnston leads Epsilon’s mass planning, Abdo leads Epsilon Agency’s Executive Vice President, and club channel teams located in Ben- grocery & value channel team based in Executive Creative Officer tonville, Arkansas. Her team is focused Cincinnati; driving innovative, data-driv- Brown, a visionary and on innovative data-driven solutions to en solutions across client businesses. experienced retail and help drive brands at retail. through-the-line leader, oversees all creative teams and solutions.

6 NICOLE EMERICK, PRADEEP KUMAR, LAURA JOHNSTON, Vice President, Social and Senior Vice President, Executive Vice President, Global Data Officer Executive Creative Emerick started her career Kumar leads a team of Director, Chicago Creative writing a blog for ambi- more than 40 experts that Johnston has worked in tious career women, which delve into advanced ana- the retail, promotions and led to partnerships with Secret, InStyle, lytics, data-driven , shopper marketing world for almost 20 Microsoft and Chevy. She currently leads consumer behavior analytics, digital/ years. In that time, she’s fried chicken in a full-service social media team and in- social media, retail performance, loyalty a KFC kitchen, spent a week at Iams vet- fluencer practice. She designs solutions management, ROI and econometric erinary nutrition school and cupped cof- for consumer and shopper campaigns modeling, shopper choice analytics and fee at Starbucks HQ – all in the interest that benefit retailers and brands. advanced data technology. His transna- of understanding her clients’ businesses tional experience spans Clorox, Bank of and their shoppers. Her activation ex- FERNANDO ESPEJEL, America, Ericsson, P&G and others. perience extends to brands in the QSR, Executive Vice President, spirits, CSD, financial services, fashion, Digital Platforms and TINA MANIKAS, President packaged goods, automotive, telco, Commerce A renowned leader in in- sports, government services, technology Espejel drives thought tegrated marketing and and consumer electronics categories. leadership and the mobile, shopper marketing, Mani- social, creative and development teams kas is an award-winning SCOTT MCCALLUM, on the management of all digital and pioneer in the industry CEO, North America commerce platforms. He translates cli- having grown FCB/RED into a leading Recognized as a forward- ent goals into functional requirements global agency across CPG, tech and re- thinking leader in the com- for the design and development depart- tail clients. She recently added leading mercial marketing space, ments, serving as a bridge to technol- environmental design firm, Chute Gerde- McCallum has more than ogy/UX and creative. Prior, Espejel was man, to the agency’s arsenal. 25 years of experience, most recently on the award-winning mobile team at successfully leading Geometry’s Chicago Walgreens. CURT MUNK, Executive office. An advocate for new and creative Vice President, Director ways to interact with consumers as the JAY HIGHLAND, of Strategic Planning world grows more commercial, he is an Chief Creative Officer, The leader of insights and enthusiastic collaborator with Geom- Environmental Design, planning, Munk brings true etry’s experiential team to create innova- Chute Gerdeman Division retailer experience, brand tive and impactful brand activations that Highland is a powerful cre- understanding and relentless shopper- deliver compelling results for clients. ative leader. His ability to first thinking to every challenge. His ex- understand the bigger picture and el- pertise in shopper strategy, retail design, TYLER MURRAY, evate the experience has been a catalyst e-commerce, promotion and merchan- President, North America for innovation and growth. His experi- dising has helped P&G, Coca-Cola, Frito- Murray has a proven ence encompasses all phases of the retail Lay, Novartis and more. Munk is a CPG track record of building strategy and design process, from con- expert and sought-after speaker. and leading global cept creation to store implementation for omnichannel organizations Barbie, M&M’s, Whole Foods and others. with a focus on analytics, strategy and G operational design. Most recently, he HOWARD KLEIN, served at TracyLocke as the managing Senior Vice President, GEOMETRY GLOBAL director of the Chicago office, leading Group Management MICHELLE BAUMANN, multiple blue-chip clients and serving as Director Senior Vice President, the agency’s chief strategy officer. He With 20 years in the retail Head of Business also led the global digital practice for and brand activation indus- Analytics Saatchi & Saatchi X prior. try, Klein leads client service and brings Baumann is responsible for together insights, compelling shopper leading North America per- platforms and physical to digital business- formance measurement across data inte- GREY WORLDWIDE building solutions for clients that have gration, campaign reporting and shopper CHRISTINE included Anheuser-Busch, Coca-Cola, impact analysis. Prior to joining Geome- MCCAMBRIDGE, Starbucks, RJ Reynolds, SC Johnson, try, she spent eight years at Kantar Retail Executive Creative GSK, Kellogg’s, Sony, Nivea and Oreo. where she was responsible for sales and Director, Grey Commerce account management and, most recently, McCambridge spent her was a principal of strategic analytics at career across client and IRI, dedicated to leading analytics onsite agency roles in e-commerce and shopper at the top analytics client. marketing. She now leads the commerce division of Grey, bringing commerce thinking upstream, identifying global integration solutions and activating om- nichannel strategies across clients.

7 PETER ROMAN, JULIE HUDSON, Director, HOLLY QUINN, Creative Director Strategy & Insights Executive Vice President, Roman is the shopper mar- Hudson brings 20 years Chief Operations Officer keting creative lead for the of account planning and & Agency Excellence agency with a rich back- shopper marketing experi- Quinn is a senior marketing ground in design ranging ence to the discipline of leader with more than 21 from packaging through digital and brand engagement. She develops fo- years of experience in shopper market- offline activation. He is driving creative cused, efficient strategies to powerfully ing and retail strategy with extensive solutions and integration with ATL and connect brands with shoppers across experience in client relationship develop- retail strategy for clients like P&G. today’s evolving path-to-purchase. ment, infrastructure build and opera- tional excellence. LISA NORAT, Senior Vice President, Business BRYANT ROSS, H Engagement Senior Vice President, HARVEY A marketer for 25-plus years, Client Services SUE BAILE, Senior Norat’s shopper knowledge Ross has nearly two Vice President, Brand base and fresh, on-strategy decades of experience Integration Director thinking delivers results for brands, developing impactful, Baile oversees and directs shoppers and retailers. She excels at award-winning commerce solutions for all agency integration of driving shopper-focused brand top Fortune 500 manufacturers. He has Coty client services, traffic engagement and innovative programs pioneered custom, client-centric agency and production. She is responsible for all for retailers of all sizes. models and leads the IN Connected Mar- upstream strategic shopper collabo- keting Chicago team. rations as well as end-to-end delivery with agency partners, suppliers and THE INTEGER GROUP cus-tomer teams. I ELLEN COOK, President, KATHY HARVEY, IN CONNECTED Integer Dallas and Founder and President MARKETING The Collective Agency, Harvey launched her agen- VALERIE BERNSTEIN, Los Angeles cy in 1986 with the vision Executive Vice President, Cook leads Integer’s Dallas of bringing retail brands to Business Development agency as well as The Col- life. For the past 30 years, With 18-plus years’ inte- lective Agency. The Los Angeles-based she and her team have helped reinvent grated marketing experi- agency reimagines shopping through the way brands focus their marketing ence, Bernstein heads the strategically crafted, customer-centric en- efforts, making Harvey one of the indus- new business function for the agency, tertainment experiences utilizing authen- try’s fastest-growing agencies. overseeing a dedicated team that diver- tic content and emerging technologies. sifies the client mix, identifies and incor- JOHN MAKOWSKI, porates new services and customizes DANI COPLEN, Executive Senior Vice President highly flexible solutions. Vice President, Executive and Creative Director Creative Director Makowski directs and over- HENLEY COULTER, Inspiring award-winning sees all creative and digital Senior Vice President, work on billion-dollar for the agency. Most re- Client Services brands and retailers, Co- cently his work has won both the Nielsen With 21 years of experi- plen leads a team of creatives to deliver Design Impact Award (design excellence ence in brand building and strategic and holistic ideas through and audited sales growth) and Commu- shopper marketing, Coulter advertising, integrated branding, promo- nication Arts Package Design Award of leads the IN Connected Marketing Dallas tions and shopper marketing for some Excellence. office, providing connected commerce of the world’s largest and most iconic solutions for clients such as Keurig Dr companies. Pepper and LALA. HMT ASSOCIATES CRAIG ELSTON, Global SHARON BROWN, DINO DE LEON, Executive Chief Strategy Officer Concept Director Vice President, Executive Elston spearheads the Brown brings more than Creative Director global development of 20 years of passion, en- De Leon has spent more strategic thinking in com- ergy and big ideas to the than 21 years disrupting merce at the Integer agency. She leads the the norm and designing network. He also provides leadership to charge inspiring and ideating across all creatively strategic solutions for world- Integer’s connections strategy group, brands, while bringing her extensive ex- class brands. Clients can count on him to turning moments of receptivity into perience in digital, consumer question, challenge and evolve every moments of conversion, and analytics promotions and shopper marketing step toward a purchase. capability that powers client growth op- background to the team. portunities.

PATTI CONTI, President & CEO See profile on page 15 8 Photos by Brian Morrison ARC WORLDWIDE: SOCHE PICARD, North American CEO oche Picard has been hard at work during her vated. Embracing innovation, driving it and the abil- first year as Arc Worldwide North American ity to measure gives one the tools to demonstrate the CEO. She’s spent the time evolving the po- positive effect the agency has on ROI. “The work that S sitioning of Arc (Leo Burnett Group’s com- we’re doing – using AR to create brand experiences, merce agency), realigning teams and creating an oper- and data and smart technology to deliver personaliza- ating system around “irresistible commerce.” tion at scale – is some of the smartest, most forward “There’s been a lot of building new capabilities to make thinking I see, not just in shopper marketing, but in sure we are on the forefront of commerce excellence,” marketing,” Picard says. Picard says. Externally, she’s busy pitching for new busi- Picard jokes that Arc was a “house of brands” and ness. Diageo, Kind Snacks, Fairlife and CVS Health have not a “branded house” when she joined. Today, the become clients since Picard took the CEO helm. agency is structured around four business pillars. Arc’s position to create irresistible commerce reso- Each is led by a leadership team, an account leader, nates with clients. “When you think about the marketplace, the strategic planning leader and creative leader. Each team runs a world, there is constant disruption and shoppers are in a position of portfolio of business. In addition, there’s a retail design group and power they have never had,” Picard says. “That’s extra challenging an innovation team. for brands and retailers. People can resist brands like never before, “We do a lot of client visits through our Retail Innovation Lab,” so we need to define the shopper resistance and create solutions to Picard says. “I believe having that, our digital capabilities and the overcome it. Everything we do drives to commerce.” infrastructure we’ve built to accommodate production volume Throughout her career, Picard has had the opportunity to work enables us to stay ahead of the fast-paced world we are living in.” on “building amazing brand campaigns.” She’s worked on projects Innovations she’s paying attention to include digital shelf signage; for Coca-Cola, MasterCard’s “priceless” campaign, and PepsiCo. and the entire delivery space as well as subscription models. “If Her experience in traditional ad agencies followed by promotional you’re not the chosen brand, how do you penetrate that?” Picard work naturally led into the shopper marketing discipline. Prior says. “Also, 5G – that is going to be the catalyst for a whole tsunami to joining Arc, Picard was at Geometry Global (an agency within of connectivity.” WPP), where she had two full-time jobs (she jokes): Team Lead for The exciting opportunities are also the challenges for Arc – pace Team Unilever Shopper and managing director of the agency’s New of change, shoppers in control – but Picard says she’s been given York office. the gift of partnership with Elizabeth Harris, chief strategy officer, She loves to build things and that opportunity to essentially and Chris Cancilla, chief creative officer (pictured). They share a create a midsize agency from the ground up has been her biggest common focus on how to take advantage of being part of a large professional success. “When you grow up in the agency world, you holding company. “We realize the power of integration,” Picard are trained to protect every dollar of revenue,” Picard says. “Now, says. “In addition to Arc employees, we have a whole sea of other we were fusing disciplines that had not been together; we were Leo Burnett Group and Publicis Groupe employees we can tap into showing up in an integrated way with the other agencies. We were for subject matter expertise. It allows us to be much more agile and developing new tools and new ways of working.” leverage the power of partnership.” At Arc, the exciting, fast pace of the industry keeps Picard moti- — April Miller

9 TISHA PEDRAZZINI, MARKETINGLAB President, Denver J BILL BIWER, Associate With an unwavering com- JUN GROUP Creative Director, mitment to leading clients Digital & E-Commerce and building business, a COREY WEINER, people-first mentality that President and Chief Biwer keeps MarketingLab cultivates top talent and, most impor- Operating Officer on the forefront of every- tantly, a keen sense of how to lead an Weiner co-founded Jun thing digital. His love for organization into the future, Pedrazzini Group, an industry-leading coding and motion graphics evolved into has been instrumental in transforming mobile video advertising love for giphy stickers, Snapchat filters Integer from a shopper marketing agen- company, while he was in high school, and bite-size movies. cy to a commerce agency. and has led it successfully for 15 years. Jun Group joined the Advantage Solu- RICH BUTWINICK, tions portfolio in 2018. Owner/President INTERACTIONS Butwinick has more than 20 years of experience in ANNA AKOPOVA, shopper marketing, retail Account Director M marketing and promo- Akopova oversees the tions for leading manufacturers such as operations team for Inter- THE MARKETING Procter & Gamble, Land O’ Lakes, Viking actions’ newest account, ARM Range, Delta Faucets, Pilgrim’s Pride and Whole Foods Market. Her JAY EVANS, Senior Vice President, Phillips Distilling to name a few. team is focused on hiring, scheduling, Shopper Engagement and training staff to execute events na- See profile on page 11 KATE MENDEL, tionwide on behalf of Whole Foods Mar- Group Account Director WELLS DESCHLER, kets’ unique brands. Mendel oversees a diverse Vice President, Strategy group of clients including MAEGAN BOWE, Director, Deschler is a veteran brand Twin Cities Orthopedic, Sales & Operations and retail strategist, lead- Pilgrim’s Pride and Bellisio Bowe leads a team to drive ing the Frito-Lay business Foods. Her team creates and manages innovation and customized and bringing more than a the activation of shopper programs, ex- solutions to drive shopper decade of CPG, communications plan- periential, consumer promotions, social engagement and brand ning, consumer engagement and retailer media and advertising. awareness through in-store sampling. She intimacy experience. is responsible for the launch of the nation- CHRIS HAAS, , wide in-store sampling platform at Whole KEVIN KLEBER Creative Director Vice President, Foods Market. She is also proud of devel- With more than 20 years Creative Director oping a platform to assist local customers of retail and brand adver- Every day, Kleber and his to drive and shopper tising experience across team conceptualize and recognition. nearly every category, execute transformative Haas leads MarketingLab’s creative team HEATHER CIFUENTES, retail ideas for California State Lottery, with contagious energy and innovation Client Services Director Kona Brewing Co., Arby’s and more. to develop and execute creative strategy As the fuse between busi- Based in California, he manages teams in for the agency’s clients. ness development and Orange County, Connecticut, New York operational teams, Cifuen- and Dallas. MARK LENSS, tes’ passion is to create an Senior Vice President, exceptional experience for her clients. BOB MOLER, Managing Director Vice President, She is currently supporting the Whole Lenss has more than Strategic Account Lead Foods Market team in expanding service 30 years of experience offerings with strategic, innovative and Moler has spent more than in shopper marketing, measurable solutions that drive results. 20 years focusing on un- consumer promotions and advertising locking the precise moment across virtually every category. He man- CASSANDRA PETERSON, when buyers decide to buy. By seeking ages MarketingLab’s business and client Sales & Operations the right combination of moments, mo- relationships day-to-day. Director tives and messages, he drives market- Peterson has launched and place value for the agency’s clients, in- managed operations for cluding Bacardi and Goodyear Tires. four major dedicated retail sampling programs, as well as executed many special projects in the retail space to drive execution and brand awareness for clients.

10 Photos by Rex Curry THE MARKETING ARM: JAY EVANS, SVP of Shopper Engagement s senior vice president of shopper engage- strategy teams to collaboratively set the agenda. “It’s ment for The Marketing Arm, Jay Evans that partnership that jointly establishes the strategy oversees the agency’s PepsiCo shopper mar- and develops and executes the creative solution,” Ev- A keting work and its new business oppor- ans says. tunities in shopper. The role is the latest move up the These core client teams are supported by on-de- ranks for Evans, who has spent more than 13 of his 16 mand resources tailored to the project or challenge. career years at the agency. “Our capabilities further differentiate us,” Evans says. Evans has explored facets of marketing that include “The work we do in converting shoppers is further brand-building, innovation pipelines, portfolio market- amplified by our expertise with influencers, experien- ing, experiential marketing, and more. tial marketing and sports and entertainment.” “The common denominator has ultimately been, ‘But In his work, Evans finds himself most motivated by how do we convert?’” Evans says. “It’s truly become a seeing a shift in how employees think about the shop- passion point for me to think about shopper behaviors and to overlay per space and by witnessing the passion, appreciation and career those with brand campaigns all the way from shelf to purchase.” aspirations of his junior staffers who are pursuing focused careers He’s also witnessed The Marketing Arm grow well beyond its in shopper marketing. roots in to become an agency that helps brands of Looking ahead, the biggest challenge Evans anticipates is the all sizes engage across the entire shopper journey. “We create ideas ever-growing demand from clients for efficiency over quality. “We that convert – inspiring people to do something, feel something and never want to sacrifice our commitment to excellence in all that we ultimately choose your brand,” Evans says. “There’s no single path do, whether it be strategy, design or execution,” Evans says. “How- to this goal, so commitment to the work and to thinking outside ever, a reality of the world we live in today is the desire for faster the box – and the aisle – are what allow us to drive behaviors in and cheaper that still delivers the excellence our clients expect. It’s a unique ways.” marketplace headwind we at The Marketing Arm think about daily.” He’s proudest of his work developing and championing a re- On the technology front, Evans expects voice and wearables to vamped, agency-wide approach to shopper marketing known as have a growing impact on the industry in the years ahead. He also Cartography. According to Evans, it’s focused on the idea that foresees a continuing evolution in the shopper marketing discipline technology has allowed people to shop everywhere and anywhere. over the next decade. He’s already seeing clients reallocate funds “A purchase can take place at any moment, and that’s where increasingly toward programs that drive sales as retail continues its Cartography comes in,” Evans says. “We’re all about making sure expansion beyond traditional channels. your shopper and your brand arrive at the same place at the same “The rapid influx of capabilities to purchase on demand just time. Our suite of tools allows us to diagnose the shopper and the over the last two years really has transformed the way we shop, so problem to solve to create strategies that shift shopper mindsets and looking out over the next two, six, 10 years is exciting,” Evans says. turn shoppers into buyers.” “Brands are going to consistently need to find creative ways to break In serving clients, The Marketing Arm’s consumer and shopper through in quick, efficient and instantly shoppable ways.” engagement teams are set up to empower account, creative and — Chris Gelbach

11 ASHLEY METHVIN, DAVID NEWMAN, FERN GRANT, Executive Account Director Chief Insights & Strategy Vice President, Commerce Methvin has more than 20 Officer, Crossmark Strategy Practice years’ experience in shop- Newman joined Marketing Grant leads the agency’s per marketing, including 13 Werks’ parent company, commerce practice. A years with Coca-Cola. She Crossmark, in September marketing strategist with leads driving sales through insight-driv- 2015. He leads analytics, OTC, IT and a passion for representing the voice and en, occasion-based channel and retailer- the marketing agency. Prior to CMK, he experiences of real people, she has spent specific shopper solutions with an eye spent more than 16 years at PepsiCo. more than 20 years translating insights toward collaborative partnerships. into strategies that drive growth. ROB REENTS, KATIE SELESKI, Vice President, Managing KRISTIN ISSLER, Account Director Director, Promoworks Senior Vice President, Seleski has been working With more than 30 years Client Leadership in shopper marketing on of shopper, promo, digital, Issler manages the agency’s both the client and agency direct, and social media Metro NY offices and sever- sides for the past 20 years, marketing experience, Reents partners al agency teams, for clients managing iconic brands such as Land with clients to create fully integrated primarily within the CPG food and bever- O’Lakes, Honeywell and P&G. shopper engagement programming. age vertical. She has spent more than 18 years in brand management, integrated KEITH SHIFRIN, marketing and shopper marketing. Account Director THE MARS AGENCY Shifrin has more than 22 KRIS ABRAHAMSON, DEREK JOYNT, years of experience in Senior Vice President, Executive Vice President shopper, brand and digital Client Leadership Joynt heads The Mars marketing across catego- Abrahamson leads the Agency Canadian opera- ries including CPG, beverages, gas and agency’s Chicago office. tion and is responsible for oil and the outdoor space. He has a keen With more than 25 years of driving growth for several understanding of consumer shopping shopper and consumer marketing experi- of its North American client partners. habits for both long- and short-term pur- ence, she manages a cross-functional He has been marketing to shoppers for chase funnels. team to create growth for her clients more than 20 years. through bold creativity and collaboration. ROB RIVENBURGH, MARKETING WERKS KEN BARNETT, CEO, North America LISA FASANA, Global CEO Rivenburgh leads the North Senior Vice President, Mars Agency founder American Mars Agency Managing Director Barnett oversees an operation. With more than Fasana oversees the agen- agency-wide culture of 25 years of experience on cy’s clients with a focus on professional growth and both client and agency sides, he delivers implementing strategic, client-service excellence. He brings more engaging, impactful brand experiences innovative and measurable solutions that than three decades of bold marketing while driving growth for clients, employ- drive results throughout the consumer innovation, broad advertising experience ees and the community. journey. She has more than 18 years of and prolific entrepreneurial success. experience in shopper marketing, retail MICHELE RONEY, activation and brand launches. JAKE BERRY, Executive Senior Vice President Vice President, Business Roney oversees the retail DAN MILLER, Strategy Practice solutions team. She has Senior Vice President, Berry oversees the agen- spent more than 20 years Managing Director cy’s business strategy helping retailer clients Miller has more than 25 practice, bringing more adopt more collaborative, holistic pro- years of retail activation, than 15 years of client leadership experi- cesses and programs that drive growth shopper marketing and ence, consumer brand expertise and for both the retailer and the manufacturer. consumer experience. He has partnered passion for marketing at all points of with the world’s largest brands and re- commerce. tailers to create innovative engagement MATCH MARKETING experiences and exciting marketing ac- GROUP tivations. MICHAEL DILL, CEO Dill has more than 18 years of experience in shopper and consumer marketing. As CEO, his focus is on driving best-in-class ideas and creative solutions across all Match offices throughout North America.

12 BRIAN KITTELSON, ANDREA MCGOVERN ADAM WENGER, Director, Senior Vice President, GALO, Vice President, Creative Services Shopper Marketing and Strategy With more than 15 years of Commercialization Galo leads the strategy creative and design experi- Kittelson has more than 20 team to ensure that shop- ence, Wenger leads the years’ experience in brand per insights are at the creative and innovation marketing and shopper leadership. foundation of all of the agency’s work, arm of MOjO Marketing. He specializes in Based out of Match’s Chicago office, he is and core to the development of the art direction, brand immersion and visual working with teams across North Ameri- proper customer experience. merchandising to strategically place ca to build on and diversify the agency’s brand’s resources where they are most shopper marketing and e-commerce DAVID PAINTER, impactful. service offering. Senior Vice President, Managing Director GREG MCDONALD, Painter leads Mirum’s of- MOMENTUM Managing Director fices across Chicago, Los WORLDWIDE McDonald brings 20 years Angeles and Bentonville. SHAUN BROWN, of sales, marketing and He has extensive experience in partner- Senior Vice President, senior leadership experi- ing with clients to achieve their business Growth & Innovation ence from tenure at lead- objectives by creating solutions that Brown leads growth shop- ing FMCG companies including AB InBev, drive customers to convert. per development through Mars Inc., and Coca-Cola. He leverages big data, AI and digital shopper decision science to develop shopper media. breakthrough strategies and integrated MOJO MARKETING campaigns that drive conversion. GENEVIEVE RICH, JENNIFER OLLIGES, Account Director Senior Vice President, MATTHEW RADER, Rich spearheads all Director of Shopper Vice President, Brand 360-shopper marketing Marketing Commercialization and programming and strat- Olliges is a shopper expert Shopper Services egy. Utilizing her creative leading the agency’s CPG With extensive experience thinking and psychology background to clients and customer-specific shopper in end-to-end ideation sincerely understand customer behavior, activation. to commercialization, Rader creates she brings new, exciting ways to engage full-funnel customized shopper and cus- consumers that drive results. GLEN PEDEN, tomer plans. He has led and worked on Vice President, Group brands such as Schick, Thomas’, Nestle, BELINDA ROBBINS, Shopper Creative Director Scotties, Santa Margherita, Skintimate Director, Special Projects Peden is the shopper cre- and Edge. Robbins delivers award- ative leader for all national winning strategic think- and customer-specific ing that enhances overall shopper activation. MIRUM SHOPPER brand experiences for JAY MATHEW, special projects. While leading the event ADRIAN VELAZQUEZ, Chief Commerce team, she provides management and Vice President, Group Activation Officer planning expertise from trade shows to Shopper Strategy Director Mathew has more than large-scale events, like Walmart share- Velazquez leads shopper 20 years of experience holders and charity events. strategy and shopper ana- in commerce and brand lytics. management. Mirum’s deep knowledge NICOLE TRUDO, of digital, social and commerce helps it President partner with its clients to transform their Trudo strives for growth MOOSYLVANIA businesses. and innovation in every- NORTY COHEN, CEO thing she touches. With Cohen founded the agency DAVID MAY, 20-plus years of experi- in 2003 with a focus on Senior Vice President, ence, she has successfully molded MOjO motivating consumer be- Sales & Marketing Marketing as an industry trailblazer and havior. May leads the develop- currently leads the creative and strategic ment of client relationships, side of the business. market expansion, market- ing and . He is a team leader with vast experience in digital and , shopper market- ing, commerce activation and business development.

13 MARY DELANO, Chief EMMANUEL MARTIREZ, Marketing Officer P Creative Director Delano has spent more PARTNERS + NAPIER Martirez’s insight and than a decade on the abilities have been helping agency side of the busi- JULIE DEROLLER, Phoenix Creative win carts ness, connecting brands Senior Vice President, and minds since 2007. He with their consumers, including Grey Group Director, has been instrumental in developing Goose Vodka, Bacardi Rum and McDon- Vine Creative Studios award-winning shopper marketing cam- ald’s, to name a few. DeRoller leads the agen- paigns for brands including Sour Patch cy’s Vine Creative Studios, Kids and Halls. developing customized retail solutions MOSAIC SHOPPER including POS and 3D rendering. Clients ABBY O’DONNELL, DIANA ALLWEIN, include Constellation Brands with more Account Manager Director, Client Services than 100 beverage alcohol brands such From handling the day-to- and E-Commerce as Robert Mondavi Winery, Ravage and day shopper business for Allwein is a seasoned client Casa Noble. the Mondelēz International service professional with account, to now leading the CARA MITTLER, 20-plus years of experience team, O’Donnell develops strategic mar- Account Director leading successful campaigns for major keting solutions that enhance brands and Mittler’s account leadership CPG companies inclusive of digital and drive shopper behavior in the retail space. spans retail, CPG, food and e-commerce. She’s a thought leader in beverage, and healthcare. the development and implementation of Throughout her career, she integrated marketing strategies and pro- PROPAC AGENCY has led integrated marketing campaigns grams designed to engage the shopper. CHARLES DAIGLE, CEO & Founder for brands including Bausch + Lomb, See profile on page 5 KRISTEN BUSS, Schuman Cheese (makers of Cello), Vice President, Saputo Dairy Foods and Wegmans. CHASE DAIGLE, Strategy & Insights Director of New Business GREG SMITH, Director With more than 20 years Daigle leads Propac’s of Retail Marketing in marketing, research, growth strategy and Smith specializes in CPG, analytics, behavioral ob- business development. e-commerce and path-to- servation, and intuitively led brand, retail He applies his skills in purchase marketing. He and creative strategy, Buss brings unique promotions, shopper marketing, digi- creates engagement plans vision and innovative practices to the tal, entertainment, sales incentives and that drive results and deliver ROI. He has agency and their clients’ strategies. Her experiential marketing to clients includ- led Effie-winning campaigns and retailer focus is on finding problems clients can ing Mountain Dew, Interstate Batteries, collaborations for clients including Nestlé, uniquely solve, a strategy that serves the Lipton, AMP Energy and Frito-Lay. Heinz, Clorox and Saputo Dairy Foods. agency’s vision in purchase design. GLENN GELLER, Director LIZ GAZAL, PHOENIX CREATIVE of Planning and Insights Creative Director Geller leads Propac’s Gazal has a passion for ABBEY ASH, strategic link between delivering smart behavior- Partner, Director of the client’s business, con- based ideas that connect Shopper Marketing sumer insights and creative brands with shoppers in With more than 10 years executions. He is a powerful storyteller meaningful ways. With 15 years in shop- of experience, Ash over- who illuminates possibilities for brands per marketing, she leads a team of tal- sees the shopper market- and backs them with solid marketing ented creatives to produce well-crafted ing team. She’s a hands-on leader and strategies. and memorable shopping experiences growth driver for brands and retailers. with measurable results. KELLY WELCH, DAVID DOLAK, Partner, Group Creative Director BILL RODI, Chief Creative Officer Welch and her creative Vice President, Mosaic With more than 10 years team at Propac deliver Shopper Operations creating results for clients strategic ideas through Rodi leads Mosaic’s U.S. including Mondelez Inter- integrated branding, Shopper business, with an national and Anheuser- shopper marketing and promotions for emphasis on growth strat- Busch Inbev, Dolak leads a multi-disci- billion-dollar retailers and CPG brands. egy, business development and opera- plinary team at the agency crafting retail, Her team’s inspiring work has received tions. He brings to the role deep, relevant CPG and shopper marketing programs numerous awards for creativity and ef- experience garnered across similar client from strategy to design to execution. fectiveness. and agency-side leadership positions at Kraft Foods, Landor Associates, MSI, Schawk/Anthem and GfK Consumer Brand Consulting.

14 Photos by Tony Gray HMT ASSOCIATES: PATTI CONTI, President and CEO atti Conti has been at the helm of HMT Asso- data to creating eye-opening insights and spot-on ciates for nearly two decades. She founded the strategies, and ultimately developing award-winning agency in 2002 based on her passion for con- big ideas that engage consumers anywhere along their P necting consumers to brands. While doing so, purchase journey.” she was determined to make HMT an indispensable Other investments have included doubling the partner to its clients. concept/content team and evolving the digital cen- “From day one, our mission has been to make our ter. Looking ahead, Conti says the focus for HMT clients’ brands the hero by delivering unparalleled will be in three key areas: Personalization 2.0 and the brand engagement,” says Conti, HMT president and need to anticipate the shopper’s next move; e-tail or CEO. She’s built the company from only three people e-commerce and the opportunity to make the experi- to a team of more than 50 located across the U.S. ence more shopper-friendly; and the store of the future working with clients ranging from Kraft-Heinz and where the focus shifts from navigation and purchase to Nabisco to Jeep and Barefoot Wine. experience, discovery and community. Conti’s experience in the QSR industry prior to launching HMT As the industry continues its evolution, she’s paying attention to all taught her a great deal about what was important to consumers at devices and technology that can create a personalized experience – the point of purchase. The concept of shopper marketing was just even leveraging scent and voice – plus offer convenience and speed. emerging when she began the agency. “I was fortunate,” she says, “to “AI and bot technology,” Conti says, are also shaping shopper market- be able to work with marketing, sales and retailers to define shop- ing. She cites the BreadBot, an AI-powered bread-making machine per marketing and their approach to market through collaborative featured at the 2019 Consumer Electronics Show. programming.” Meeting these changes and opportunities drives Conti and so does Leveraging insights to understand what factors will influence the chance to work with young talent – growing their expertise in consumer and shopper behavior, and implementing strategies that shopper marketing and helping to develop their careers. will convert their decision along their purchase journey is how “It was so rewarding for me to see Erika Kothman, who joined HMT defines shopper marketing. By integrating the goals of the HMT right out of college, receive last year’s Women of Excellence brand, retailer, shopper and sales, “we ultimately connect shoppers’ Award (for Rising Star),” Conti says of the Path to Purchase Insti- hands, hearts and minds to our brands in such a way as to positively tute’s recognition. “This really shows how our dedicated training impact purchase,” Conti says. and mentorship program is making an impact on the careers of HMT teams work on specific client business and are structured to our team.” align with that client’s organization. Centers of excellence – strategy As shoppers and consumers increasingly wield more power and and insights, concepts, experiential, digital, social and content – buy on their own terms, Conti notes that those in the industry will support and are integrated with client teams. “This gives our clients need to maintain a dedicated focus on insights while incorporating the benefit of a fully integrated agency,” Conti says, “without the the latest technology and data. complication of getting to know too many faces.” “Future generations of shoppers are going to gravitate toward Establishing an insights team and enhancing the agency’s strate- brands they have a lasting connection with, and ones that hold gic talent led to the creation of HMT’s proprietary “FOURmula,” a similar values to what they hold themselves,” Conti says. four-step process that Conti says takes the team from “humanizing — April Miller

15 PURERED RODGER DIPASCA, SANDBOX Global Managing Director, RACHAEL BOONE, Shopper Communications GEORGE BIRD, Chief Strategy Officer Director of In-Store DiPasca leads all world- Experience Boone, a Harvard grad, wide shopper communica- spent more than 20 years tions at WPP’s Red Fuse, From analog to digitally in management roles at a “team agency” that creates integrated human experiences, Bird is Procter & Gamble, Johnson for Colgate- able to concept and deploy & Johnson, and ConAgra focused on Palmolive. beautiful, relevant and engaging experi- identifying business growth opportuni- ences across pop-ups to store-within-a- ties through intimately understanding DOMINIC FORTE, store formats. He ensures the experience consumer insights. Associate Director, always drives return for the brand while Shopper & E-Commerce being relevant to the shopper KEVIN KINCAID, Media, North America Senior Vice President, STEVE SPENCER, Forte is responsible for Account Services Executive Creative shopper-targeted media Director A PureRED veteran of more planning and buying throughout North than 20 years, Kincaid is America. Spencer makes the com- responsible for growing the plex look, feel, sound and agency’s West Coast presence and man- ALLYSUN LUNDY, act simple. He hones the aging its San Francisco office. Group Account Director, experiences and expressions of a shop- Shopper Marketing, per’s journey to combat decision fatigue GEORGE RUSSELL, CEO North America and increase decision simplicity, pur- Russell started his career Lundy leads Red Fuse’s chases and loyalty, creating deep retail at Young & Rubicam on shopper marketing efforts engagement. the J&J and Kraft General for Colgate-Palmolive North America. Foods accounts; Gillette NICOLE TURNER, where he directed market- Senior Vice President, ing for the blades and razors business; Client Service Warner Lambert where he led the turn- S Whether brick-and-mortar, around of Schick and Wilkinson Sword. SAATCHI & SAATCHI X e-commerce or one- He has served as Chief Operating Officer off events, Turner helps of Duane Reade Drugstores. LELA DAVIDSON, brands capture, captivate and convert Vice President, shoppers through meaningful and mem- CHIP WEINSTEIN, Account Leadership orable engagement at every stage of the Managing Director, shopper’s journey. Consumer Growth Weinstein brings two ETHAN WHITEHILL, decades of experience in Managing Director securing new business for JESSICA HENDRIX, From shopper psychology best-in-class advertising agencies, cou- President & CEO and experiential design to pled with a deep level of expertise in digi- brand strategy and activa- tal, data analysis and CRM, in a multitude tion, Whitehill has yet to of business categories. He has held execu- cross a realm of retail territory that is tive-level roles at Publicis Dialog, Edelman, unfamiliar, ensuring brands’ experiences Whittman-Hart and Hill | Holliday. and expressions are relevant, relational NICHOLAS SAMMER, and provide return. Vice President, Client R Partnership & Brand Strategy, North America SFW RED FUSE EMILY BRATTON, COMMUNICATIONS Digital Director Bratton is a former web CAITLIN BISKUP, MICK SUH, Associate Account Senior Vice President, developer and associ- Director, Shopper Commerce and Business ate director of creative Marketing, North America Development communications at Wake Forest University. At SFW, she oversees Biskup is responsible for a team of developers, strategists and shopper marketing on the content producers responsible for the Colgate-Palmolive business across the agency’s digital activation projects. U.S. and Canada for three categories: oral care, personal care and home care.

16 DAVE GEREN, Executive RYAN KARLSTROM, THE SUNFLOWER Vice President, Director Group Account Director of Accounts Karlstrom is a proven GROUP/EVENTUS A former Lowe’s vice presi- leader of strategic part- DEE HALL, dent of marketing, Geren nerships. His drive and 18 General Manager has 20 years of experience years of experience com- With more than 30 years of in strategy, branding, retail marketing, bine to deliver optimal results for many experience in advertising CRM and multichannel communications clients including Dean Foods, Walmart, and experiential marketing, on both the client and agency sides. He Ubisoft, MoneyGram, Organic Valley, Hall’s background includes heads up the SFW research and account Nestle and PepsiCo. agency ownership and executive lead- teams. ership across multiple disciplines and JULIE QUICK, Senior industries. She leads consumer experi- GED KING, CEO Vice President, Head of ential marketing services across Kansas Taking the reins of the Insights & Strategy City, Miami and New York. agency his father founded, Quick is passionate about King brought more than what drives shoppers in 20 years of advertising, their purchase journeys T marketing and branding and what bonds them to brands. experience to the table. He transformed THEORY HOUSE the small company into the area’s largest JIM CUSSON, President privately-owned marketing agency. SOCIAL FORCES Cusson leads the retail ARI ROTHMAN, marketing agency that MATT KING, Chief Vice President, Account supports some of the Marketing Officer & Marketing Services world’s leading retailers Joining the family busi- Rothman is a 20-plus year and brands, including ness in 1996, King worked CPG and retail veteran with Pepsi, Google, Lowe’s and Starbucks to his way through account- account experience in inte- concept and design remarkable brand ing, account management grated social media platforms who now experiences at retail. and sales positions at SFW. He currently leads new business development at the helps manage major creative projects, agency. MOLLY KRAUS, develops key client strategies and over- Vice President of Account sees new business development. CARL VERVISCH, Services President/Creative Kraus heads the client Director and Founding services team at Theory SHOPTOLOGY Partner House supporting clients CHARLIE ANDERSON, Vervisch directs opera- like Delta Faucet, Pepsi and Starbucks. CEO tions, finance and champi- Anderson has award- ons the ideas that will deliver a meaning- JARED MEISEL, winning years of shopper ful social experience through cohesive Managing Partner, marketing experience lead- brand messaging and delicious visual Shopper Marketing ing innovative work with design. Meisel helps clients create partners like PepsiCo, Walmart, Ubisoft digital and physical experi- and Kroger. His talented team is focused KATE WHATLEY, CEO ences that connect with on insight-driven buy moments; seam- and Founding Partner shoppers in relevant, profitable ways. less shopping; and tech-enabled shop- Whatley leads the account ping experiences. team in all of the agency’s client-facing relations, spe- WILL CLARKE, cializing in strategic plan- Senior Vice President, ning on digital initiatives and social shop- Head of Creative per marketing program activations. With more than 25 years of retail and marketing expe- RACHEL WILLIAMS, rience, Clarke lives on the Account & Media edge of retail, technology and brand sto- Strategist rytelling. His work has been recognized Williams is an experienced by Cannes Lions, The One Show, Creativ- digital media buyer who ity and The Wall Street Journal. ensures brands’ goals, targets and campaigns are utilizing stra- tegic content and audience insights for maximum results.

17 TPN CHRISTY O’PELLA, TRACYLOCKE Senior Managing Director, SARAH CUNNINGHAM, Dallas HUGH BOYLE, CEO Senior Managing Director, O’Pella oversees TPN’s Dal- Boyle has led TracyLocke Client Service & las and Bentonville offices through a four-year period Development as well as several of the of sustained growth and Cunningham has 20-plus agency’s largest accounts. With 25 years’ expansion. Throughout years of shopper and retail experience, she is a recognized expert his career he has always commerce and brand engagement ex- in building CPG shopper marketing pro- believed that the retail environment pro- perience, creating strategic solutions to cesses and initiatives, and retailer and vides brands a unique opportunity to in- make the buy happen for clients in the consumer activations for some of the novate with new technology and creative CPG, consumer electronics, telecom- world’s most iconic brands. thinking to truly express themselves to munications, apparel, digital and credit today’s shopper. services industries. She leads TPN’s CHERYL POLICASTRO, Midwest and West Coast offices, along Managing Director, MIKE LOVEGROVE, with growth and content initiatives. Her Planning President and Chief Creative Officer leadership has helped major brands de- Policastro is head of strate- liver robust omnichannel communication gy and insights for TPN and The architect of TracyL- platforms, create breakthrough partner- brings 25-plus years of ex- ocke’s Buy Design meth- ships with top retailers Walmart and Tar- perience in brand management, shopper odology, Lovegrove’s lead- get, and innovative shopper experiences. marketing and analytics. Most recently, ership and creative vision have been a she led shopper marketing efforts for RB. driving force in uniting the power of data RICH FEITLER, President Previous roles also included 14 years at science and design thinking to create Feitler is a “big picture” Novartis Consumer Health, where she led global brand experiences that not only guy. Under his leader- healthcare initiatives for insights, analyt- exceed expectations, but capture the ship, TPN has 30 years of ics and grocery shopper marketing. imagination. making the buy happen , with and for iconic brands CHRIS RUECKERT, CAROL PERNIKAR and world-class retailers. He continu- Vice President, Executive Planning ally pushes TPN to deliver commerce Account Service Director with imagination, working directly with Rueckert is instrumental in For more than 20 years, agency and client leaders to foster col- developing insights-based Pernikar has crafted laboration and creative thinking. shopper marketing and award-winning strategic retail programming for Clorox’s national shopper strategies in CPG, beverages, ALLY HOLLAND GILL, retail accounts and national shopper pharmaceuticals, retail, financial and tech Senior Vice President, marketing group. In her tenure at TPN, for renowned clients such as SC John- Account Service she has successfully spearhearded in- son, Kellogg’s, P&G, Visa, Pfizer and HP. Gill has 20 years of market- novative programs spanning across the ing experience across all NANCY SHAMBERG, Clorox brand portfolio of brands. Prior to Managing Partner retail channels. Her core TPN, Rueckert defined and led success- Shamberg is a big believer experience is in shopper marketing and ful marketing programs for Visa, in the science of boundary- annual customer planning, with a strong PlayStation and Comcast. background in national brand activation less shopping and the use and promotion. She plays a leadership JOE SCARTZ, Chief Digital of data to exceed expecta- role in the agency’s Hershey relationship. Commerce Officer tions as shoppers travel between the Scartz is responsible for digital and physical worlds. COLLEEN KELLY, leading the agency’s Senior Vice President, growing digital marketing, Planning TWINOAKS commerce and technology BRIANNE BRANNAN, A leader in TPN’s Plan- team, along with its Velocity Commerce Senior Vice President, ning and Perspectives Group, a commerce consulting practice Client Leadership practice, Kelly brings more dedicated to success on pure-plays, Am- than 15 years of experience developing azon and omnichannel retailers. This fo- With more than 15 years brand and shopper marketing strategies cused group is connected to the broader of agency experience, for award-winning programs for iconic digital commerce group, but operates Brannan has a passion for brands in the Hershey’s, PepsiCo, Nestle with a special focus on driving Amazon creative problem-solving and building and P&G portfolios. She champions business results for key CPG manufac- strong team and client dynamics. She strategy that directs creative, content, turers and tech companies. currently leads the client leadership team activation plans and messaging to insti- across the TwinOaks offices. gate behavior change along the entire path to purchase.

18 Photos by Brian Morrison COLLABORATIVE MARKETING GROUP: GARRETT PLEPEL AND GARY FRIEDLANDER, Co-Founders arrett Plepel and Gary Friedlander co-founded Clients of Collaborative Marketing Group tend to need Collaborative Marketing Group in November the most help with program evaluation and results-based 2000 because they saw the opportunity to pro- implementation, Friedlander says. They often aren’t able G vide a more cost-effective, nimble shopper mar- to obtain the right data from a program and evaluate the keting agency than their previous employer. program in time to make changes to the next cycle, he In the nearly two decades since, they have endeavored to says. To add value, the agency has created several client- stay true to that mission, says Plepel, who serves as CEO, specific “after action review” processes. while Friedlander fills the role of executive vice president. “They never have time after program one is over to Plepel is responsible for overall financial planning and evaluate (data) before they go on to the next one,” Plepel profitability management, and managing the MillerCoors says. “The more of that we can put on ourselves, the more account. Friedlander oversees shopper marketing client it helps them. It allows them to not get involved in the teams and new business development. “We both take a heavy lifting.” role in evaluating internal processes and resources and Looking into the future, Friedlander sees continued ensuring teams are set up correctly,” Friedlander says. blurring of the lines between shopper and e-commerce, Collaborative Marketing Group has account teams set brick-and-mortar stores becoming more specialized and up by client, although individual team members might niche, expanded offerings like “grocer-ants” and health- work on more than one client depending on the size of care partnerships, and innovations in deliveries as driver- the account. “We find the closer they are to clients, the less cars and drones continue to evolve. better they’re able to advise them,” Friedlander says. Cre- “As shopper marketers, how will we take the shopper ative teams are assigned to specific clients but with some through the path to purchase without that firsthand overlap to allow for shifting resources during busy periods for a interaction they get at a brick-and-mortar location?” Friedlander given account, he says. asks. Possibilities for such e-commerce strategies and tactics could Collaborative Marketing Group also designates certain team include more expanded product features and weekly deals on members as “retailer captains” who are responsible for knowing the e-commerce sites, a sampling page to ask for sample size items de- specifics at select key retailers – what it takes to execute programs livered with your next order, and an increase in social influencers and what tactics these retailers offer and prefer, Friedlander says. delivering their “picks of the week.” Digital, mobile and social media have been a major focus for Plepel believes partnership marketing will continue to play a Collaborative Marketing Group in recent years, prompting the role in the shopper , with brands looking to find agency to add a point person in that area to help guide its efforts, partners that fit and enhance their brand proposition, and provide Friedlander says. in-store value to both shoppers and key retailers. “The tools we use Friedlander believes that clients should evaluate their shopper to deliver this will evolve as they have in the past few years – with marketing agencies through key performance indicators, such as loyalty, digital coupons and new vehicles that don’t exist, as well as whether they provide objective program-based recommendations, new categories, new partners and new brands,” he says. “If I knew have impeccable communications skills, manage vendors and bud- what those were going to be, I’d be a millionaire.” gets well, and provide value for the client’s business overall. — Ed Finkel

19 CAMERON CLEMENT, BRIAN PRIEST, FELIPE VALLEBELLA, Vice President, Executive Senior Vice President, Vice President, Executive Creative Director Creative Services Creative Director Utilizing his broad experi- Priest is a creative vision- Vallebella directs and over- ence and passion in brand ary who captivates and sees all creative services and shopper marketing, persuades shoppers by and vision for the agency Clement directs creative communication integrating brand building, shopper globally. With 15 years of experience and strategies designed for problem solving marketing and design. He creates or- a fierce passion for shopper marketing, he and market success, focusing on innovative chestrated communications and intuitive leads his team to produce strategic con- ways to influence purchase behavior, grow experiences that deliver on the demands cepts and innovative ideas. brand connections and build expectations. of today’s omnipresent shopper.

STEVE DEVORE, President ELLEN SLAUSON, VMLY&R DeVore has spent two de- Executive Vice President, JON BIRD, Chief Retail cades on the agency side General Manager & Commerce Officer with a majority of that time Slauson leads Upshot and Bird has more than 30 in shopper. He partnered believes in the power of years of experience in retail with Ken Barnett to launch shopper marketing to build and shopper marketing TwinOaks in 2011 and has since built an brands. Her passion is helping clients in both Australia and the agency with world-class creative that grow by creating brand excitement with U.S. He leads the commerce practice at supports some of the biggest CPG com- memorable moments that ignite conver- VMLY&R and is a regular speaker on re- panies in the world, including Beam Sun- sations and inspire action. tail trends. tory, Beiersdorf and Coca-Cola. ANDREW HEDDLE, JASON STEWART, V Group Director, Executive Creative Commerce Director VISUAL LATINA Heddle has led e-com- With 17 years in shopper GUADALUPE CANO, merce businesses in the marketing, Stewart is an Owner U.S. and Europe since award-winning executive Cano is a partner and 2003. He built and ran Best Buy’s $300M creative director passionate about smart driving force behind the third-party e-commerce business, in- ideas and growing creative talent. He agency. With 18 years of cluding the marketplace on bestbuy.com. currently leads creative teams in Benton- experience she is a veteran He runs VMLY&R’s direct-to-consumer ville, Dallas and New York. in shopper marketing, leading the opera- commerce practice, serving major U.S. tional side of the business while growing brands looking to go direct-to-consumer. the agency roster worldwide. U LAUREN MILLER, SANTIAGO KEMBER, Managing Director, UPSHOT Vice President, Planning Commerce JEFF DANIEL, Kember leads strategy and Miller works with brands Vice President, planning for the agency to develop new platforms, Media & Analytics and brings 25 years of products and value propo- Daniel is a true media experience in shopper sitions to meet the needs of customers in maven at the forefront of marketing and consumer behavior. He the ever-changing commerce landscape. shopper marketing media. identifies key shopper insights to fuel the She has spent the last two years working He’s an expert at crafting media pro- strategic thinking behind all marketing with Ford to reinvent the car shopping ex- grams and go-to-market strategies that campaigns. perience for its digitally savvy customers. engage shoppers, while building brand awareness and driving sales. LAURA KORCHINSKI, DAN PEREIRA, Vice President, Managing Director, LISA HURST, Account Services Commerce Senior Vice President, Over the past decade Pereira leads VMLY&R’s Account & Client Korchinski has worked on U.S. e-commerce practice Management both the client and agency pulling commerce through Hurst is a passionate leader sides. She leads the development of cli- the connected consumer experience. who’s worked in shopper ent relationships and manages a team He has more than 15 years’ experience marketing from the start, with pioneers to deliver integrated shopper marketing working within CPG across multiple dis- like P&G. She’s actively involved in grow- campaigns across brands and channels. ciplines. ing Upshot’s shopper capabilities, bringing expertise and thought-leadership to shop- per insights, strategies and experiences.

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