In Shopper Marketing Agencies

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IN SHOPPER MARKETING AGENCIES

Our fifth annual report recognizes more than 250 dedicated, passionate agency executives whose creative, innovative work is not only helping brand and retailer clients achieve success but pushing the discipline of shopper marketing to new heights. SHOPTOLOGY: JULIE QUICK, SVP & Head of Insights and Strategy

ulie Quick likes to practice the age-old method of speaking how consumers respond? to folks face to face. “There’s just such a tangibleness of talk- “That’s one of the game-changers potentially for shopper marketing to real people about how they shop,” says Quick, senior ing. How we become more experimental, how we act like startups vice president and head of insights and strategy at Shoptol- do in the digital space of experimenting with a lot of propositions ogy,J calling in from a Target store. “I’d miss it terribly if I didn’t to figure out what fits.” get a chance to do it. This fits into Quick’s belief that now is the most creative time “My insights role allows me to meet all kinds of people with all kinds of life challenges – let alone shopping challenges. If more marketers met the noble, “ Our conversations are becoming less about digital/ interesting, hard-working people who bought their products, I’m convinced they’d all create better, more physical or in-store/out-of-store. Those terms are impassioned solutions. Plus, they’d get more loyalty in the process.” artificial compartments created by marketers, and they Quick helped start Shoptology in 2013 after eight don’t reflect the fluid way shoppers shop.” years at Saatchi & Saatchi X, and she counts the experience as one of her proudest professional achievements. As a major stakeholder, she says what keeps her up at night in shopper marketing’s history. New tools, shifting demographics, isn’t worries but opportunities, especially since she is most excited changing client needs, etc., keep shopper marketers on their toes about new ways to work. like never before. For instance, both her retailer and CPG clients Experimentation makes sense, according to Quick, rather than need help navigating the omnichannel landscape. “Shoppers have placing bets on one pitch. With all of today’s new media tools, more choices,” says Quick, who keeps an iPad next to her bed for shopper marketers should come up with more than one or two middle-of-the-night scribbling. “CPGs are adjusting to new defi- ideas for projects, she says. “The digital world we live in is offering nitions of ‘shelf’ and rethinking business models that were built some very rapid ways to iterate,” says Quick. “Rather than spend- almost exclusively on physical ideas like space and displays. Retail- ing months and years on one idea and hoping, why aren’t we field- ers are looking at new competition and realizing it takes more than ing three or four or 10 ideas in a really rapid way and watching low prices and in-stocks to succeed.”

Photo by Rex Curry

2 A ARC WORLDWIDE ALCONE n Lilia Arroyo-Flores, Senior Vice President, n Joel Chestler, Planning Director Quick believes that if online shop- Senior Vice President, Arroyo-Flores is a planning ping were going to kill brick-and-mortar Client Engagement and strategy expert. She stores, it would have happened by now. Chestler has more than 20 currently leads more than Human nature is blocking the takeover, years of shopper marketing 23 brands and five customer teams on and she says shopper marketers should experience on both the the P&G business, as well as Alcon and settle into prioritizing the in-store envi- client and agency sides of the business. Walmart. ronment. He currently leads the client engagement “We’re fortunate that digital and physi- teams for some of Alcone’s key CPG and n Brad Black, Senior Vice cal expertise have been part of Shoptol- spirits businesses. ogy’s DNA from day one,” she says. “But President, Global Account Director and Business even so, our conversations are becoming n Monica Simoneaux, Development Lead less about digital/physical or in-store/ Senior Vice President, out-of-store. Those terms are artificial Black has 20-plus years’ ex- Client Engagement perience spanning brand compartments created by marketers, and Simoneaux is responsible they don’t reflect the fluid way shoppers marketing, general advertising, digital, for integrating shopper social, shopper, retail, e-commerce and shop. I think everyone will soon join us marketing strategies as in thinking more ‘omni,’ focusing more events. He has delivered award-winning part of a national client’s overall activation work on Coca-Cola, Alcon and General on the totality of the experience rather effort. than the medium that delivered it.” Motors. The fresh methods and tactics needed n Teal Williams, n Jenny Cacioppo, today are also changing the way agen- Senior Vice President, cies are defining success, as well as the Executive Vice President, Managing Director Business Director way agencies should be judged by clients. Williams brings nearly 20 Sales increases are only one barometer for Cacioppo oversees the Mc- years of shopper market- Donald’s, Intel and Sprint an agency to self-evaluate, Quick says. ing experience to her cli- Building a bond with shoppers is also businesses and leads key ents through brand activation ideas that growth initiatives for the agency. She has crucial. She says Shoptology wants to drive in-store consumer engagement and give shoppers an ongoing reason to buy a strong background in all things brand, generate sales results. She currently leads retail, digital, content and activation and by revealing a benefit that’s relevant and the agency’s East Coast office. lasting even after the campaign ends. Be- has a relentless passion for great ideas cause shopper marketing is a large part of that connect people to brands. many brands’ total spend, Quick says, it ANTHEM should build sales and strengthen brand n April Carlisle, equity. n Otto Hektor, Senior Vice President, Similarly, she says, when clients are Vice President, Global Shopper searching for an agency the bar for the Brand Development, Marketing right fit is changing. “I used to say ‘track Americas Carlisle has spent 25-plus record,’ but in a market where the future With decades of experi- years working on both the barely resembles the past, that’s not as ence in the shopper space, client side and agency side, sharing her relevant anymore,” she says. “Now I say Hektor brings valuable perspectives from expertise in sales and marketing, category look for agencies that are helping invent both the retailer and marketing sides of management and shopper marketing. the future of shopping. They should be the business across traditional and digital Carlisle is currently focused on the P&G, talking with you not about what the mar- channels. Coca-Cola and 3M businesses. ketplace is, but what it could be. “Your agency should be bringing you n Katie Neil, n Chris Emery, new ideas that you didn’t even ask for Vice President, Senior Vice President, – things that go way beyond the brief. Account Management Account Director This is the most creative time in shopper With 20-plus years of With 20 years under his marketing’s history, and that should seep marketing experience for belt, Emery currently works through your agency’s pores.” leading consumer product with MillerCoors and Kraft companies, retailers and agencies, Neil is Heinz Co., helping bridge the gap be- the practice lead for Anthem’s shopper tween consumers and shoppers. marketing capability and leads Anthem’s Atlanta and Chicago offices.

3 n Elizabeth Harris, A.W. BRAVIS AGENCY B Executive Vice President, Strategy Director n Luke Bradshaw, BARD ADVERTISING Harris directs insights and Founder, Chief n Barb Stabno, strategy for brands such as Executive Officer Founder and President MillerCoors, Intel and Kraft Bradshaw opened A.W. Stabno brings more than Heinz Co. She has 25-plus years of experi- Bravis Agency in 2007 with 26 years of experience de- ence in marketing, with a sharp special- nearly 15 years of retail veloping strategic market- ization on retail, shopper marketing and marketing experience with the objective ing programs that produce brand strategy/insights. to bring a more agile, efficient and innovative way of thinking to its clients such double-digit results for Fortune 500 companies. She oversees client engagement, n Nick Jones, Executive as Walmart, Sam’s Club, Diageo North strategy and the management of Bard’s Vice President, America, Unilever and Tyson. Connect 1-1 Digital Activation Platform. Innovation & Growth Jones leads Innovation & n Angie Smith, Vice n Theresa Teal, Growth and the shopper President of Marketing Operations Director marketing practice for Arc. Smith oversees the shop- With more than 24 years He works on accounts including Coca- per marketing, brand of experience in strategic Cola, MillerCoors, Alcon and 3M. Jones building, customer de- planning, account man- offers 25+ years of expertise in all aspects velopment and creative agement, insight genera- of marketing – TV, print, direct, experien- teams at A.W. Bravis. She utilizes her tion, creative/art direction and operations, tial, promotion and activation, shopper agency, retailer and CPG experience to Teal manages the development and ex- marketing and omnichannel. provide marketing leadership grounded in consumer insights and shopper-centric ecution of integrated shopper marketing programs. n David Kuhn, strategies to their clients. Senior Vice President, Research Director BLUE CHIP MARKETING WORLDWIDE Kuhn works with a variety AVID MARKETING GROUP of client teams to find n n DeAnna Drapeau, Elizabeth Bleser, quantitative insights that Managing Partner Director of Digital help drive strategy and creative solutions. Whether developing an Strategy He has 19 years of research experience integrated shopper mar- Bleser oversees digital across a variety of product categories and keting strategy or launch- strategy for shopper with noteworthy clients such as P&G, Mc- ing multifaceted digital marketing for P&G’s food Donald’s, Samsung and Kellogg’s. campaigns, Drapeau and her team strive channel as well as B&G Foods, Celestial to produce tangible increases in brand Seasonings and Helen of Troy. n Bob Raidt, visibility that drive customer engagement, Global President sales and increased revenue. n Lowell Cantor, Raidt lends his 29 years Chief Operating Officer of expertise to all of Arc’s n Jonathan Gross, Cantor has 25 years of clients, including multina- Senior Partner shopper and grocery ex- tional accounts McDon- Gross founded Avid in perience and oversees op- ald’s, Samsung, P&G and Coca-Cola. He 1986 to perfect the strat- erations, human resources, led Leo Burnett’s McDonald’s global ac- egy and processes that al- finance and media. count during McDonald’s unprecedented lows its clients to promote global growth from 2004 to 2012. their brands, engage their customers and n Greg Grucel, Associate increase revenue. He brings a wealth of Creative Director n Karuna Rawal, experience in making sense of the varied Grucel leads the retail Executive Vice President, marketing tactics available to create a creative team on work for Business Director comprehensive, customized and effective P&G. Rawal boasts 20+ years of program. experience in brand management, strategy consulting, planning and business leading. She lends her expertise to P&G (23 brands and five customer teams), Walmart, Arc’s overall leadership and Leo Burnett’s planning on the Always and Secret accounts.

4 n Stanton Kawer, BRAVO n Susana Santacoloma, Chairman and CEO Account Director Kawer has more than 25 n Lorena Cuadra, Group Santacoloma has delivered years of experience de- Account Director shopper and consumer veloping insights-based Cuadra, a bilingual shopper programs for Fortune 500 strategies for clients such marketing business leader, brands at a global and as P&G, and has led the agency as CEO focuses on connecting domestic scale for more than 10 years. since 1999. her client with shoppers A cross-functional business lead for five through cultural relevance. She currently agency clients, she oversees omnichannel n Bob Klein, leads the Unilever multicultural team. programs from start to finish. Chief Strategy Officer Klein leads the Blue Chip n Monica Duran, Shopper C SPARQ group, the strategic Marketing Director planning and research Duran leads Bravo’s shop- CATAPULT insights team that activates per marketing division, n Steve Abdo, Senior Vice the agency’s “Springboard to Transforma- placing a multicultural lens President, Grocery & tional Growth” process. to every strategic program. Value Team Leader She has strategized, concepted, created With more than 20 years n Jamie Olson, and executed award-winning shopper of experience in sales, Vice President, and consumer programs for Fortune 500 marketing and strategic Shopper Marketing brands on a global and domestic scale for planning, Abdo leads Catapult’s grocery Olson is a seasoned shop- 16 years. and value channel team out of Cincinnati. per marketer who leads n the practice at Blue Chip. Lejanet Herrera, n Heather Bullington, She works regularly with the agency’s Creative Director Senior Vice President, brand clients who are new to shopper Herrera brings more than Client Services marketing and helps them understand seven years of experience With nearly two decades the industry and best practices. in shopper marketing, of both client and agency developing programs for side leadership experience, n Jeff Skolnik, Executive the U.S., Hispanic and Latin America mar- Bullington manages all client teams and Vice President & General kets. She currently leads the multicultural customer engagements for the Nashville Manager, Blue Chip Unilever team in creating platforms that office. Retail Marketing speak to the U.S. Hispanic shopper. Skolnik brings 20 years of n Scott Caldwell, analytics and creative ex- n Kimberley McArthur, Senior Vice President, perience to retail and shopper marketing Group Account Director Walmart & Sam’s Club work for retail clients across more than 35 McArthur is a bilingual/ Team Leader product categories. bicultural integrated mar- A 15-year industry veteran, keting maven with deep Caldwell leads the Walmart n Pat Taflinger, Vice expertise in engaging and Sam’s Club team in Bentonville, man- President of Media diverse and cross-cultural communities. aging all shopper activities for clients. Taflinger oversees the tra- She currently leads the General Mills busi- ditional offline and online ness. n Brian Cohen, Executive buying and planning for all Vice President, Group clients. n Marcos Moure, Director and Head of Group Creative Director Digital Integration n Sarah Van Heirseele, Moure is Bravo’s creative Cohen oversees many Senior Vice President lead across the full portfo- of Catapult’s largest of Digital lio. His strategic approach, integrated relationships, its Digital Van Heirseele and her creative brilliance, multicul- Integration practice, and is a pioneer in team are responsible for tural sensitivity and contagious passion CPG e-commerce. He’s also one of P2PI’s developing and executing infuse Bravo’s multicultural shopper mar- “Distinguished Faculty Members.” digital shopper marketing campaigns for keting expertise. clients such as P&G, Ricola, Bomb Pop, Fisher Nuts, B&G Foods and Blue Bunny.

5 GEOMETRY GLOBAL: CARL HARTMAN, CEO

hen Carl Hartman entered the world of digital media Though Hartman is proud of what he learned at Y&R, where he rose integration, he brought with him skills and philoso- to managing partner, he says he’s also able to see now the holes in the phy learned from old-school advertising work. He left old ways. “I remember many times thinking, ‘Well, all I can do is come Young & Rubicam when he saw the digital media writ- up with a campaign and I hope it changes people’s minds to turn sales Wing on the wall at a McGraw-Hill media summit. Hartman learned around,’” he recalls. “I wasn’t having an impact on sales. I was having all he could about the new touchpoints, then studied shopper mar- an impact on people’s attitudes about brands. What attracted me to keting and activation while working as director of integration for Geometry and this space is that this is about behavior change, about Mediaedge:cia. getting people to do things.” “That really opened up the shopper marketing landscape to understand a couple things: one is the power of the path to purchase, and the second one was how much “ If you have only worked in digital, if you’ve only worked activity was happening at the retail level and along that path to purchase,” says Hartman, chief executive officer in shopper, or only worked in media, you are going to be of 2-year-old Geometry Global, a WPP company. Hartman’s third epiphany when making the tran- hamstrung by your inability to see in a broader scope.” sition from pure advertising was a Millward Brown framework called Demand and Activation, which quantifies the contribution to sales of factors that create demand for Changing behavior may be much harder, but it’s much more grati- a category and brand as well as the factors that activate final choices. fying. “If you come up with a message and approach to get people to “It divided the world into: either you’re trying to build demand for a buy a product, everybody’s happy: The consumer’s happy, the client’s brand or you’re trying to activate that demand,” Hartman says. “That happy and the agency’s happy,” Hartman says. “There are many cases really opened my eyes to the power of activation and how some cat- in advertising where you can get people to fall in love with a brand egories are more activation-driven than others.” and nothing happens, and there are a lot of unhappy people in that Hartman says the days of merely building a brand are over and that equation.” clients are now realizing they need to build their brands and activate Hartman says the new media and the shopper marketing and activa- brand demand. “This to me feels like the biggest area for growth for tion landscape has guided his hiring practices. He looks for people who the agency landscape as well as the client landscape – to try to un- have experience in more than one industry, regardless of their discipline. derstand this area better,” he says. “If you have only worked in digital, if you’ve only worked in shopper,

Photo by Steve Hockstein

6 n Brian DeLong, COLANGELO Senior Vice President, Shopper Experience n Ben Applebaum, A self-admitted insights Executive Creative geek, DeLong leads Cata- Director or only worked in media, you by virtue are pult’s shopper experience Applebaum is constantly going to be hamstrung by your inability to discipline and is a key shopper marketing seeking ways to connect see in a broader scope,” he says. “I tend to strategy driver. a brand’s purpose to pur- look for those who have broad experience chase. He has more than 18 years of mul- but are also comfortable in terms of a vertical n David Fiore, tidiscipline experience across a wide array discipline as well.” Executive Vice President, of industries. Hartman says Geometry’s three-agency Creative Director ancestry is key to its present skill set. G2 As creative leader, Fiore n was a mixture of direct marketing and Michael Dillon, drives the vision for cre- shopper marketing, and pure digital and Executive Director, ative ideas that create direct media practice. OgilvyAction was Brand Activation & both emotional connections and inspire more consumer promotion and JWT Ac- Shopper Marketing actions. He brings more than 20 years tion specialized in field marketing, having Dillon brings his brand of experience across some of America’s co-location with the major retailers and activation, promotion best-loved brands. understanding their calendars and prac- and shopper marketing experience from tices as well. PepsiCo to bear working with clients on n Heidi Froseth, Executive “At face value, all of those companies solutions that help to maximize impact Vice President, National were going to market individually and they and ROI. Shopper Retail Leader were competing with each other, but if you Froseth is the leader of n look at the Venn diagram of true strengths Alyse Kramarow, Catapult’s award-winning the funny thing is they were entirely com- Group Account Director shopper marketing divi- plementary,” Hartman says. “Job one has With a deep understand- sion and manages the agency’s retailer- been trying to bring those three cultures ing of the coveted female expert teams, with offices in all top mass/ and disciplines together in a meaningful shopper and how to grocery/drug headquarter locations. way, which is easier said than done.” engage with them across Hartman says guiding “job two” in the the path to purchase, Kramarow delivers n Jennifer Mathissen, initial years of Geometry was his belief that insights-driven, integrated shopper pro- Executive Vice the worst thing agencies can do is forget grams to exceed clients’ objectives. President, Strategy they are in the client service business. He & Analytics Leader n says he makes sure everyone at Geometry John Minnec, President Mathissen leads Catapult’s knows that the priority is not what the Minnec has spent 20-plus strategy and insights team, agency wants but what the client wants. years guiding clients in a where she develops marketing strategies Geometry counts Unilever, Kimberly- strategic understanding for clients, oversees delivery of client solu- Clark and General Mills among its clients, of the complete path to tions, and spearheads the transformation and Hartman says not only does Geometry purchase, bringing a sharp of insights into big ideas. work to please its partners, it is trying to focus on the integration of retail and digi- increase awareness of the challenges and tal and making each a seamless extension n opportunities facing shopper marketing DyShaun Muhammad, of the other. and activation. Vice President, Target “At the core of everything we do, it’s and Drug Team Leader n Ryan Murphy, about mapping out the purchase deci- With more than 15 years of Group Creative Director sion journey, creating pivotal ideas that strategic brand leadership Murphy oversees the change behavior and then measuring per- experience in both client agency’s Luxury practice formance,” says Hartman. “Historically, and agency roles, Muhammad directs and serves as creative lead people have looked at the shopper market- the Target and drug shopper marketing on key businesses that ing and activation as base, and I probably teams. deliver fully integrated solutions starting did it when I was in advertising – looked from the shelf out to maximize sales and n down my nose at it. The interesting thing Brian Sullivano, motivate shopper decisions. I’ve seen, having spent some time in this Senior Vice President, space, is that this is one of the most com- Group Director plex areas of marketing that exists. Sullivano leads the Chi- “Advertising has to worry about a con- cago office and is a mar- sumer and a brand. Shopper marketing keting pioneer with nearly has to worry about a shopper and a con- 20 years of experience driving profitable sumer, and many times those are differ- revenue and equity growth across the ent people, certainly different mindsets. consumer goods industry. We have to worry about the brand and we also have to worry about the category and retailer. It’s like three-dimensional chess.” 7 n Jim O’Neill, n Shandra Zurn, EDGE MARKETING Managing Director Vice President O’Neill has 25 years of Zurn partners with clients n Fran Brinkman, proven ability leading in- to bring creative strategies Vice President, Strategic tegrated marketing efforts to life at retail resulting Planning and Insights that drive purchase for in both a sell-in and sell- With 19 years of brand, iconic brands including his current remit through. shopper and digital plan- with Church & Dwight, managing its 10 ning expertise, Brinkman lead brands that reside within 17 different E brings valuable perspectives in develop- locations within grocery. ing insight-driven, customer-specific retail EASTWEST MARKETING GROUP marketing strategy across the full breadth n Edward Wallon, of the agency service offering. n Joyce Lu, Vice President, Executive Director, Strategic Planning Commercial Strategy n Marcella Oglesby, Lu leads strategy and Wallon applies his more Creative Director insights development as than 20 years of client-side Oglesby develops strate- well as market research trade and sales experience gic, breakthrough creative, initiatives, spearheading along with consumer and shopper in- specializing in shopper a wide range of strategic initiatives from sights to brand and business planning for marketing campaigns and consumer- and retail-insights research, several key clients. consumer engagement. brand positioning and identity development to planning innovative promotional n Michele Shiroma, solutions. COLLABORATIVE MARKETING GROUP Vice President, Client Services n n Gary Friedlander, Kristina Mangus, Shiroma leads the custom- Chief Marketing Officer Vice President, er excellence team for the Friedlander, with more Account Director agency’s CPG clients, and than 20 years of experi- Mangus is a results-ori- brings 15 years of experience in shopper ence, leads the agency’s ented marketing pro with marketing, retail activation and product shopper marketing prac- more than 12 years of ex- launches. tice, manages several key accounts and perience in shopper marketing, consumer drives the agency’s new-business efforts. promotions, branding, integrated plan- n Allison Welker, ning and execution. Executive Vice President, n Garrett Plepel, CEO General Manager n With more than 25 years Craig Moser, Vice Welker leads this innova- of brand management, President, Group tive shopper agency of 50. partnership and shopper Account Director, marketing experience, Ple- Retail Marketing pel is responsible for the Moser leads Eastwest’s EPSILON-RYAN overall strategic direction and financial in-store planning, as well management of Collaborative Marketing as execution and digital initiatives. He n Janet Barker-Evans, Group, as well as leadership of key agency has been instrumental in the launch and Senior Vice President, CPG accounts. continued operation of Eastwest’s retail- Creative Director focused discipline. Barker-Evans is passionate about using creativity CURB CROWSER n Lou Ramery, CEO to solve clients’ business Ramery leads the agency problems. She leads creative for Epsilon- n Dean Forbes, CEO in guiding clients to de- Ryan Chicago and is an adjunct professor Forbes’ 25 years of experi- velop meaningful brand at DePaul University. ence fuels his passion for connections that maximize retail and translates to busi- customer value. n Jess Branson, ness and creative solutions Senior Vice President that heed results. Branson has been with Epsilon-Ryan for four years, n Paul Isakson, working with various Chief Strategy Officer clients including Nestle, Isakson, a brand-building Philips, Organic Valley and others. leader and new addition to Curb Crowser, partners with clients to deliver relevant brand experiences at the store level.

8 n Darryl Daoust, n Lori Murphy, n Nick Kraska, Director Group Director Senior Vice President of Digital Products Daoust leads the digital Murphy has spent her Kraska leads cross-func- shopper marketing center career helping clients navi- tional teams to bring busi- of excellence for Epsilon- gate the constantly chang- ness ideas to life through Ryan. His cross-functional ing integrated marketing digital products that are team focuses on the use of digital com- landscape and understand how a big based on common sense. munications throughout the path to pur- idea can simultaneously build a brand, chase to engage shoppers, build brand drive business for a retailer and motivate n Pradeep Kumar, affinity and drive incremental sales for the shoppers. Senior Vice President, agency’s clients. Director of Strategic n Bill Wiechers, Analytics n Kim Finnerty, Vice President, Kumar’s specialties include Senior Vice President, Creative Director predictive analytics, data- Consumer & Shopper Wiechers has created driven marketing strategy, consumer be- Insights campaigns for some of havior and choice analytics. Finnerty leads Epsilon-Ry- the world’s top brands an’s insights function and including USPS, Citibank, GlaxoSmithKline, n Tina Manikas, brings more than 20 years of experience Sears/Kmart, Motorola and State Farm. President in brand consulting, account planning A renowned leader in the and shopper insights. F world of shopper marketing and integrated market- n Greg Gage, FCB/RED ing, Manikas is an award- Account Director n Suzanna Bierwirth, winning pioneer and innovator who has Gage leads data-driven, Senior Vice President, grown FCB/RED into a leading global insights-based digital Creative Director agency that drives consumer behavior shopper omnichannel Bierwirth manages, men- change at every point of persuasion in strategy, innovation, ana- tors and nurtures talented today’s omnichannel world. lytics and education for clients. creative people and delivers memorable, best-in-class consumer n Curt Munk, n Burr Gavin, Senior Vice and shopper experiences both on and Senior Vice President, President, Strategy and offline. Director of Planning Brand Planning Munk has spent most of Gavin has worked to un- n Teddy Brown, Executive his career helping brands cover the human truths Creative Director be more successful in necessary to drive power- Brown leads all creative their interactions with consumers and ful integrated communication and adver- teams across clients and shoppers. His global activation expertise tising strategies for more than 20 years. ensures all creative solu- includes shopper marketing, retail shop tions break through barri- design, packaging, promotion and mer- n Tanya Greene, Vice President, ers and influence behavior change. chandising solutions. Group Director n Greene has been in the shopper market- n Michelle Derderian, Julie Regimand, ing arena for more than 15 years, working Senior Vice President, Senior Vice President, for companies such as P&G, Coca-Cola Management Director Director of Production and now Epsilon. Derderian’s experience Operations in consumer packaged In constant pursuit of in- n Tim Moore, Group goods spans diverse cat- novation, evolution and Creative Director egories from pet to cereal to health and best production practice, Regimand leads Moore leads his team to beauty, helping to build some of the the print and digital departments and breakthrough creative world’s most beloved brands. in-house studio, directing quality creative ideas that change behavior work, evolving ideas and challenging people to work smarter and create better. and build business for his n Howard Klein, Senior clients. Vice President, Group Management Director Klein’s client experience covers more than two decades of award-winning efforts.

9 G n Eric Pakurar, NA Chief n Karen Barnaby, Strategic Officer Senior Vice President GEOMETRY GLOBAL Pakurar oversees strategy Barnaby leads the Grey and planning teams across Shopper Global and North n Jim Carlton, NA Chief Creative Officer all shopper practices, in- America businesses. Carlton oversees the agen- cluding retailer strategy, cy’s creative product and digital shopper, CRM, experience design and content strategy. His specialty is deep vision. He joined Geometry n Corey Dobbs, earlier this year from Arc integration, aligning disparate disciplines Account Supervisor Worldwide, where he provided creative to solve a common business problem. Dobbs manages and over- leadership on all of the agency’s accounts. sees the development of n Soche Picard, Executive Grey Shopper Global and Vice President – Team n Justine Greenwald, North America initiatives. Executive Creative Unilever Shopper Managing Director – Director – Field & n Christine Jacobson, Experiential New York Director, Shopper Greenwald has spent more Picard has 20-plus years of Strategy, Research than 15 years as a creative experience creating holistic, innovative and Planning director in the ever-evolving world of and consolidated brand experiences for Jacobson is the agency’s brand activation. She currently leads a consumers and shoppers. Prior to her analytical and imaginative talented team of creatives in the develop- tenure, she has also held roles at McCann shopper strategy lead. Insights are her ment of equity-building ideas that drive Erickson Worldwide, TracyLocke and business. action to drive conversion. Acosta Sales & Marketing. n Chris Kulvik, n Carl Preller, NA Chief n Carl Hartman, NA Chief Executive Retail Strategist Officer (See profile on page 6) Performance Officer Kulvik leverages retailer Preller is responsible for the insights and processes to agency’s data and analyt- n Laura Johnston, achieve specific objectives ics capability. Prior to join- for clients. Executive Creative ing Geometry, he spent Director seven years at Kantar Retail and held key n Joe Lampertius, In her role at Geometry roles at companies including L’Oreal and Global CEO, Global - Chicago, John- Symphony Technology Group. ston oversees the creative Shopper Marketing product of the Kraft, Mondelez and Waste Lampertius oversees the n Heidi Schoeneck, Management accounts. agency’s Global Shop- Executive Creative per Practice across four Director n Gail Kay, regions, 30 offices and more than 500 As the executive creative professionals. Managing Director director for WPP’s team Kay has expertise in pro- Unilever shopper team, n Leigh Temple, active problem-solving Schoeneck, has been inspiring people to Account Director utilizing a multidisciplinary buy for nearly two decades with experi- Temple leads the develop- approach. With more than ence in shopper marketing, consumer ment and implementation 27 years in brand activation, she brings promotion, retail design, direct and of shopper marketing in a unique understanding that helps link digital. brand and distribution channel insights global campaigns with a and shopper behaviors to deliver excep- passionate focus on integration. tional business results for clients. GREY n Peter Viento, Executive n Scott McCallum, n Kelly Babcock, Creative Director President, Shopper Creative Director Viento is the global Shop- Marketing – Babcock leads and devel- per lead on P&G’s Gillette North America ops creative for shopper and Venus. McCallum is an accom- platforms. plished senior executive with extensive client and agency experience building businesses at the customer level. For the past five years, he has suc- cessfully spearheaded the agency’s shopper marketing engagement across Kimberly-Clark North America.

10 H n Rick Einhaus, Executive I Vice President HARVEY With more than 30 years IN MARKETING SERVICES of marketing, research n Sue Baile, Senior n Valerie Bernstein, and sales experience, Vice President, Brand Senior Vice President, Einhaus understands the Integration Director Business Development importance of integrating shopper-driven Baile oversees and directs After many years of lead- consumer insights with a sound retail all agency integration of ing client teams, Bernstein execution strategy to ensure successful P&G’s CoverGirl client ser- now heads the new busi- shopper marketing program planning, vices, traffic and production. She is re- ness function for the agency, overseeing development and activation. sponsible for all upstream strategic shop- a dedicated team that diversifies the cli- per collaborations as well as end-to-end ent mix, identifies and incorporates new n delivery with agency partners, suppliers Tina Franks, services and customizes highly flexible and customer teams. Account Supervisor solutions. Franks manages the day-to-day shopper busi- n Kathy Harvey, n Sean Conciatore, ness for her clients and is Founder and President Senior Vice President, responsible for the devel- Harvey launched her agen- Executive Creative opment of insights-based strategies that cy Harvey in 1986 with the Director support engaging creative executions of vision of bringing retail Conciatore is responsible brand, scale and partnership initiatives. brands to life. For the past for strengthening IN’s cre- 30 years, she and her team have helped ative platform and managing the creative n reinvent the way brands focus their mar- Michele Huff, services team. keting efforts, making Harvey one of the Vice President, Client Engagement industry’s fastest-growing agencies. n Todd Engels, Huff has dedicated the last Executive Vice President, nine years to delivering n Diane Lonsdale, Managing Director strategically sound shop- Executive Vice President, Engels leads client service per marketing programs for clients such Chief Experience Officer at IN Marketing and has as Kraft and Mondelez International. She Lonsdale leads all account more than 25 years of ex- specializes in optimizing brand plans to management, account perience building brands at leading shop- extend equity and deliver shopper solu- planning and new busi- per marketing and advertising agencies. tions to regional retailers in an efficient ness. She has led the acquisition of several and effective way. agency clients. She is also responsible for n Ken Featherston, business development, positioning and Executive Vice President, n Lisa Norat, Vice brand communication. Agency Inspiration President, Client Service In his current role, Feath- After more than eight n John Makowski, erston leads the planning years in the marketing de- Senior Vice President and creative teams, merg- partment of the National and Creative Director ing his background to inspire the teams to Basketball Association, Makowski directs and over- create meaningful shopper connections. Norat took her “A” game to the CPG arena, sees all creative services where she helped build long-term share for the agency’s roster n Elizabeth Fogerty, Senior Vice growth for some of America’s biggest of award-winning clients. He also leads President, Strategic Planning & brands. marketing and video-related services for Analytics (See profile on page 22) its new sister production company, Snack n Shop. Julie Stephens, Account Director n Jill Griffin, President Stephens is a proactive Griffin has led the evolu- HMT ASSOCIATES leader and excels in de- tion of IN Marketing from a veloping and managing primarily shopper market- n Patti Conti, cross-functional teams to ing practice to a leading President & CEO create highly effective shopper marketing, omnichannel agency over With more than 15 years consumer promotion and partnership/ the past eight years. of experience in shopper entertainment activation plans. marketing, promotions and experiential events, Conti has built HMT with a commitment to delivering innovative ideas while infus- ing efficiencies to deliver stellar results.

11 PURERED INTEGRATED MARKETING: MICHAEL MINASI, CEO

efore he moved to the agency side of the business, Michael munication and content creation, driving efficiency in the marketing Minasi spent nearly 30 years in retail marketing. As interna- execution process and being very instrumental in helping our part- tional advertising director at Toys “R” Us, he was part of the ners reach and connect with their shoppers,” he says. team that launched the brand in Europe, Asia and the Mid- The agency has a functional-based structure, but with its focus on Bdle East. “Very challenging, but very rewarding,” he says of that time. clients, PureRED’s most senior leaders interact with partners daily. In his role as president of marketing at Safeway, he helped develop “I think that is part of what makes us different,” he adds. Quality of the Safeway Club loyalty program, the private-label portfolio of creative work, responsiveness, resourcefulness and versatility are just brands such as O Organics and a significant e-commerce business a few of the ways to evaluate an agency’s performance, and for Minasi, while also helping rebrand the retailer’s “Ingredients for Life” cam- “it is always about whether or not your agency partner understands paign. “But what I am most proud of is the team and organization your needs, adapts to challenges and supports growth and business we built,” he says. “Really leading the industry in terms of brand and performance.” shopper marketing.” Switching to the agency side as chief executive officer of Atlanta-based PureRED Integrated Marketing “ Messaging and emotional connections build has been his biggest professional challenge. But as he says, his years spent in retail help make the organiza- relationships and brands. It’s all about shopper tion a “uniquely different agency.” He understands the challenges PureRED’s retail clients face: growing share, understanding, personalization, relevance and great building shopper loyalty and differentiating brands. Yet, content driving connections and motivating shoppers.” where Minasi was previously focused on his brand’s holistic value proposition, the emphasis now is on “com-

Photo by David Caselli

12 n Michael Harris, n Marc Ducnuigeen, Executive Vice President, International President, Strategy Ducnuigeen leads Integer’s & Development network of 20 international With more than two de- PureRED realizing that it was in the offices, overseeing business cades of experience in development initiatives for business of creating content and that it dozens of categories, working for manu- was compelled to think beyond traditional the global network. He is the “chief client facturers and retailers in both Europe and officer” for Integer’s P&G relationship, glob- print and in-store executions was an im- the U.S., Harris brings a unique perspec- portant evolution. The agency, Minasi says, ally, and also serves as Omnicom’s global tive to the art and science of shopper leader for the holding company relation- is building its capabilities around content marketing. creation and asset management and being ship with P&G. proficient at distributing to all marketing n Lisa Klauser, n channels in a seamless manner. “Think of Craig Elston, Executive President, Consumer it as digitized content and assets ready for Vice President, & Shopper Marketing any marketing or media platform to reach Insight & Strategy Klauser, who joined the shoppers,” he says. Elston oversees Integer’s agency in 2012 after a That ability to produce, manage and dis- insight and strategy and prolific 19-year tenure at tribute content into all consumer-market- media teams. He works Unilever, leads a team of more than 225 ing channels is where retail clients need with clients to provide key insights into people strong. the most help. On the CPG side, clients shopper behavior and purchase motiva- need help understanding retailers and re- tion to ultimately help clients turn shop- n Holly Quinn, Executive Vice tail complexity and speed of execution, pers into buyers. President, Operations & Agency Minasi says. Excellence n He and his team take a broad view of Frank Maher, COO Quinn is a senior marketing leader with shopper marketing – any marketing ac- and Group President, more than 20 years’ experience in shop- tivity that sits between promotional and Midwest per marketing and retail strategy with brand marketing. “Certainly shopper, but Maher leads operations extensive experience in client relationship focused and increasingly driven by data across the Integer network development and operational excellence. and analytics. The executions are both in- as well as leading Integer’s store and in digital media,” says Minasi. Des Moines, Iowa, office, overseeing client relationships and growth in the Midwest. “And getting more and more retailer-spe- THE INTEGER GROUP cific and driven.” He has 25 years of experience in the in- One concern he has when it comes to n Reyna Alishio, dustry, including positions on both the shopper marketing is retailers embracing Executive Vice President agency and client side. their role in driving segment and person- of Account Leadership alized programs – using their loyalty card Alishio oversees account n Morgan McAlenney, and shopper data to partner with CPG leadership at Integer’s Executive Vice President, marketers at strategic levels. “I believe it headquarter office in Den- Digitail starts with empowering marketing and ver. She focuses on driving results and McAlenney leads Digitail shopper marketing within the retail lead- leading clients into the future. Alishio has for Integer, which is de- ership structure,” he says. more than 20 years’ experience working fined as “the convergence Looking to the future, he expects retail- on a variety of clients including P&G, Kel- of digital and retail at the Intersection of ers to use data and insights to “refine and logg’s, Mars Inc. and MillerCoors. Branding and Selling.” He leads a team of transform the physical retail environment digital experts bringing real-time technol- and to maximize the traditional store in n Ellen Cook, President, ogy and digital retail executions to the the omnichannel world.” While he con- Dallas and Atlanta agency’s clients. siders himself an omnichannel shopper, Cook leads Integer’s Dallas Minasi also admits that he’s definitely and Atlanta offices includ- n Xan McNelly, immediate-gratification-oriented and still ing the Dallas-based Inte- Executive Vice President, loves the retail shopping experience. ger Retail Arts Lab (RAL). Chief Integration and In five to 10 years, he does anticipate RAL is a retail-technology-focused think Strategy Officer shopper marketing being led equally by re- tank where clients explore branding and McNelly creates brand tailers and CPG companies and expects it selling in physical and digital spaces. and shopper experiences to be highly segmented and personalized. across offline and online touchpoints. While Minasi notes that technology and She oversees a team of specialists in digital media will empower that custom- digital, relationship marketing, PR, social ization, he still believes “it’s the ‘message,’ media, media and analytics, and leads the not the ‘medium.’ Messaging and emo- insights and strategy department in Inte- tional connections build relationships and ger’s Des Moines, Iowa, office. brands. It’s all about shopper understanding, personalization, relevance and great content driving connections and motivating shoppers to love your brand.” 13 n Michael Rivera, n Shari Robinson, n David Painter, Executive Creative Vice President Vice President, Director Robinson is dedicated to General Manager Rivera has more than 20 in-store demonstration Painter has a decade of years of experience in services for a major retail experience in global digital digital, brand and shopper account. She works closely leadership in brand and marketing and leads Integer’s creative de- with multiple retailers and brands to en- shopper marketing. He believes forming a partment in the Midwest office, oversee- able their operations and growth strate- true partnership with clients is the only way ing client work for Michelin, Pella Corp., gies. to unlock success. Nationwide and BFGoodrich. n Deborah Williams, M n Nicole Souza, Senior Director THE MARKETING ARM Senior Vice President, Williams leads the sales Network Business and operations teams n Babette Bevan, Development while managing key rela- Senior Account Planner Souza leads network busi- tionships within the retail With a passion for unearth- ness development efforts and CPG community. ing insights and a deep focused on growth across Integer’s U.S. understanding of shopper offices. She has a unique mix of business L behavior, Bevan works development, account management, with a range of clients to bring to life stra- and operations experience working LABSTORE GLOBAL tegic and breakthrough ideas that inspire throughout her career with clients such action. as Microsoft, Kellogg’s, British Airways and n Jon Bird, Johnson & Johnson. Managing Director Based in New York, Bird n Jay Evans, Account Director n oversees Labstore in 24 Mike Sweeney, CEO With more than 13 years Sweeney oversees the locations across the globe. Labstore is Y&R Group’s of retail experience within management of multiple PepsiCo, Evans oversees agencies in the Integer worldwide retail and shopper marketing network, and ultimately part of WPP. the development of break- network that includes through shopper marketing programs more than 1,200 associ- that combine the emotional power of ates globally. He’s relentlessly focused on LUNCHBOX iconic brands with insights into core the development of great people who shopper behaviors. deliver world-class thinking and work for n Laura Karmarkar, Integer’s clients. Vice President, n Kelly Gloor, Senior General Manager Account Director Karmarkar leads the Lunch- INTERACTIONS Kicking off her career at box LA office. Her career Toys “R” Us, Gloor truly n Kristen Baird, spans shopper marketing knows shopper marketing Senior Director, and brand strategy across agency, client from the inside out. She Insights & Analytics and retail in the U.S. and Asia Pacific. Her has worked across many categories and Baird oversees the corpo- passion is partnering with brands to cre- brands including Hershey, Dannon, Uni- rate marketing services, de- ate engaging content that drives conver- lever’s Dove and, most recently, the NBTY livering actionable insights sion. portfolio. to its partners and enabling strategic decisions around how to engage and create n Jay Mathew, n Eli Saldivar, meaningful relationships with shoppers. Chief Operating Officer Digital Shopper Mathew has more than Strategy Director n Nicole LeMaire, 20 years of experience in Saldivar leads digital Vice President of shopper marketing and shopper strategy for the Sales and Operations brand management. He is agency. His passion for LeMaire leads the expe- the leader of the Lunchbox and his teams technology has made him a pioneer in riential agency division. develop solutions that drive market dis- the digital shopper marketing space for Through in-store events, ruption and business transformation. almost 10 years, building multifunctional sampling, mobile tours, guerilla market- teams to support a variety of brands. ing, street teams and other experiential marketing tactics, her division showcases retailers, private-label brands and CPGs inside and outside of the retail space.

14 MARKETING LAB n Katie Seleski, n Jake Berry, Executive Account Director Vice President, General n Sarah Brooks, Seleski, who has been Manager and Health & Account Director working in shopper mar- Wellness Group Lead Brooks brings nearly 10 keting on both the client Having led several key years of experience work- and agency sides for the client relationships in the ing with major CPG brands. past 15 years, manages iconic brands such past 15 years, Berry currently manages She’s worked across all as Land O’Lakes, Honeywell and P&G. the Campbell Soup Co., Pepperidge Farm major retailers and a wide spectrum of cat- and Pfizer businesses. He also leads the egories, and brings extensive shopper mar- n John Tieszen, agency’s Health & Wellness Group. keting knowledge and insights into what Vice President, works best across major retailer accounts. Managing Director n Ethan Goodman, Tieszen has more than 25 Senior Vice President, n Rich Butwinick, Owner years of marketing and Shopper Experience Butwinick has more than promotion experience on Goodman leads a team of 20 years of experience in both the agency and client sides. strategists, media planners shopper marketing, retail and designers in activating marketing and promotions best-in-class omnichannel (online and of- for leading manufacturers MARKETING WERKS fline) experiences that engage shoppers such as P&G, Land O’ Lakes and Western along the path to purchase and compel Union. n Holly Meloy, them to buy clients’ products at retail. Senior Vice President, n Chris Haas, Managing Director n Greg Iszler, Executive Creative Director Meloy leads the agency’s Vice President, Haas joined the agency CPG and retailer clients, Strategy & Insights in 2008 and has used the and brings 18 years Leveraging 20-plus years of previous decade’s experi- of experience in shopper marketing, brand, digital and shopper ence in retail advertising to digital and retail activation, and product planning expertise, Iszler’s form key partnerships with retailers. launches. team focuses on the holistic customer experience, ensuring a unique level of clarity n n Mark Lenss, David Newman, around shopper-centered opportunities. Senior Vice President, Chief Insights Officer, Managing Director Crossmark n Derek Joynt, Lenss has more than 25 Newman joined Marketing Executive Vice President, years of experience in mar- Werks’ parent company, General Manager keting, with an emphasis Crossmark, in September A senior marketing execu- on consumer promotions for both large 2015. He helps drive strategy and value. tive with a proven track and small brands. Prior to this role, he was responsible for record of outstanding busi- the sales strategy, category management, ness results, Joynt leads the Cargill, Chat- shopper marketing and the sales finance n Kate Mendel, tem and Sun Products businesses. Account Director teams at Pharmavite and spent more than Mendel manages the 16 years at PepsiCo. n Steve Nottingham, Western Union account Executive Vice President, including the retail and THE MARS AGENCY General Manager CRM teams. Nottingham oversees the n Ken Barnett, Walmart and T-Mobile n Scott Mueller, Global CEO businesses across the Managing Director As a seasoned agency entire network of The Mars Agency. Over Mueller has more than leader with more than the last 14 years, he has worked across the 25 years of experience in three decades of broad ex- agency’s key commercial functions and integrated marketing and perience in marketing and led many of the largest client engage- combines a highly devel- advertising, Barnett oversees an agency- ments. oped strategic sense with a good grasp wide culture of professional growth and of what works in the real world. client-service excellence.

15 SAATCHI & SAATCHI X: JESSICA HENDRIX, President/CEO

essica Hendrix didn’t set out on a pre- tion-based organization with the purpose to determined professional path. Instead, drive cross-office engagement and scale. Staff she’s let her passion for problem-solv- has been added to the digital and media team ing and building strong relationships as Hendrix says this is an “important focus Jguide her career. This unplanned route has for our agency and how we connect with taken Hendrix to her current position as shoppers as we continue to grow.” president/chief executive officer of Saatchi & It was nine years ago, when Hendrix joined Saatchi X, USA. She took over the reigns last Saatchi, that she first heard the term “shop- year after Dina Howell retired. per marketing.” At the time, Andy Murray Hendrix joined the company in 2007 and was leading the company and took the time served as senior vice president, account lead- to meet with Hendrix and discuss the dif- ership, before being named president. She led ferences between shopper marketing and client partnerships out of the agency’s North- above-the-line advertising and consumer west Arkansas offices and had oversight for perceptions versus shopper behavior. the largest portion of Saatchi & Saatchi X’s Howell’s appointment as CEO in 2010 business units including Procter & Gamble, brought her passion for the “First Moment TracFone Wireless and Coca-Cola Co. of Truth” from P&G and helped the agency’s “While taking this role is a huge accom- focus. “We define shopper marketing,” Hen- plishment, it’s also a huge challenge,” she drix says, “as any marketing effort, which says. Not having been in a traditional man- creates high-motivation, high-facilitation ex- aging director role before, she faced a bit of a periences for shoppers to change behavior learning curve in running a business end to and lead to purchase.” end. “Learning new things and stretching outside of my comfort While the space is constantly evolving and the ways in which zone has been fantastic for growth,” Hendrix adds. “Fortunately, I to connect with shoppers changes frequently, Hendrix says what have a great team that is a tremendous help on the journey.” remains steady is the way the agency approaches the work. Xers Those teammates, or “Xers” as they call themselves, are what believe that even in unemotional categories, shoppers want to con- keeps her motivated. “Xers have a great attitude, a passion for nect emotionally and that their motivations are rooted in human excellence, a penchant for curiosity and a fierce desire to create truths. If you understand shopper motivations, you can find ways transformative work that drives sales for our clients,” she says. to connect and, thus, impact their behavior to drive purchase. “The The transition after Howell’s retirement saw the agency move places we impact behavior will always change,” she says, “but our from an office-by-office model with managing directors to a func- approach is foundational and always drives back to emotion. As

Photos by Joshua Duke

16 n Allan Peretz, n Michael Dill, President Senior Vice President, Dill, who has more than General Manager 15 years of experience in Retail Marketing Group shopper marketing and Peretz leads a team of consumer marketing, leads expert shopper marketing the U.S. agency for Match. “ Shoppers don’t think practitioners focused on building brand experiences at key retailers. His team n Brett Farren, CEO of shopping in a single spans the U.S., including Minneapolis, Farren has focused on Chicago, Oakland and Cincinnati. end-to-end solutions for dimension. They see it as the path to purchase, inte- an ecosystem, and they n Rob Rivenburgh, grating insights, strategy, CEO North America promotion, digital, experi- expect retailers to make it With 25 years of experiential, sales and retail services. ence in shopper and easy for them to connect consumer marketing, n Perry Miele, Chairman Rivenburgh leads an inter- Miele has more than 20 the dots.” national agency network that consistently years of experience in the delivers engaging and impactful brand advertising and marketing experiences for its Fortune 500 client we watch the space evolve, it’s easy to get industry. portfolio. caught up in the next shiny object. We have to stay the course, even when the n Jeff Stocker, tactics change.” n Chief Creative Officer Clare Rappaport, And while she recognizes big data as Stocker is charged with Executive Vice President, important, she notes it shouldn’t be used overseeing all of The Group Account Director exclusively to drive decisions on how to Mars Agency’s creative Rappaport has 20 years of connect with shoppers. “In some ways, leadership teams. Highly agency experience, lead- we are losing our ability to also leverage knowledgeable in the arena of shopper ing teams and building our gut in decision-making,” Hendrix and consumer marketing, he excels at best-in-class shopper capability both at says. “We must remember human truths identifying winning strategies and foster- the agency and in partnership with Match and emotion impact shopper behavior ing brilliant creative achievements that Marketing’s client base. and can pair well with the data available.” motivate people to buy. Continuing to grow at the speed of clients’ growth and keeping great talent are n MOMENTUM WORLDWIDE challenges, but Hendrix says Saatchi & Elise Wilfinger, Saatchi X has been fortunate to have low Executive Vice President, n Shaun Brown, Senior attrition rates. “We have a great culture Corporate Strategy & Vice President, CPG & and experience – all while doing great Brand Officer Digital Shopper Lead work. We have to continue to create the Wilfinger has more than 20 Brown leads Momentum’s unique environment that keeps top talent years of ROI-driven strate- CPG client teams and the interested and engaged.” gy, integrated marketing, digital and CRM agency’s digital shopper When it comes to evaluating an agen- experience. She oversees corporate strat- marketing. He has more than 20 years of cy’s performance, she says ROI is only egy, corporate marketing, business devel- experience leading shopper strategies one factor to consider. There’s also Return opment and branding for the agency. and customer marketing activations. on Relationship (ROR) and the ability to n Patty Chandler, scale over time plus the fact that long- MATCH MARKETING GROUP term relationships can help create effi- Vice President, Director, ciencies by the agency having a deeper n Liz Crawford, Senior Business Leadership understanding of processes and systems. Vice President, Strategy Chandler leverages more Looking ahead, Hendrix expects phys- & Insights, Shoplab than 25 years of leadership ical stores to still play a role for shoppers Crawford has more than and integrated marketing but says retailers must flex to shoppers’ 20 years of experience in expertise to deliver compelling strategy, needs. There will be times they want to marketing, first as a brand execution and growth to the New York browse and times they want to pre-order manager and more recently as a shopper Lottery’s retail and shopper experience. and pick up. “It must feel like an ‘and’ to marketing strategist. the e-comm and mobile shopping experiences,” she explains. “Shoppers don’t think of shopping in a single dimension. They see it as an ecosystem, which works together, and they expect retailers to make it easy for them to connect the dots.”

17 n Julie Clark, n Glen Peden, MOSAIC SHOPPER Creative Director Vice President, Group With more than 15 years of Creative Director n Paul Ballew, Senior experience, Clark collabo- With more than 20 years’ Vice President, Client rates on shaping strategy experience, Peden has led Growth Strategy, and leads the creative creative leadership and Mosaic Shopper development for shopper marketing pro- strategy for clients such as Unilever, Bayer Ballew leads services in- grams for key brand initiatives. Consumer Care and Deutsch brands. He tegration for the agency. infuses creative thinking with strategy, tap- As a 20-year veteran marketing and sales n Jeff Gould, ping into unique insights alongside core strategist, he has extensive experience Vice President, truths to develop innovative campaigns. guiding clients through the complexities Creative Director of the retail landscape. With more than 18 years n Donnalyn Smith, of CPG experience, Gould President, NA n Cora Brady, Vice leverages a broad range of Smith leads the company’s President, Strategy expertise to lead his team and provides North American region and & Client Service, strategic planning and creative solutions more than 900 talented Mosaic Digital that are relevant across the total shopper employees. Under her lead- Brady leads the digital journey. ership, the agency has seen double-digit services for Mosaic North growth, brought in high-profile creative America. She helps brands and retail- n Elena Klau, Senior Vice and business leadership talent, developed ers navigate the rapidly changing retail President, Director unique analytics tools, and commissioned landscape with digital shopper market- Strategy and Insights research to define purchase drivers and ing solutions that are designed to drive Klau unites all agency tal- brand love. purchase. ent across strategy, measurement and analytics as n Adrian Velazquez, n Kristen Buss, one seamless North American center of Vice President, Vice President, excellence. With 10-plus years of market Shopper Strategy Mosaic Shopper and academic research experience, she Velazquez is lead shopper Buss leads the agency’s has helped pioneer the creation of Mo- strategist. An accomplished strategic planning. With mentum’s consumer shopper integration consultant in shopper mar- more than 18 years of toolset. keting strategy and commercial capability marketing experience in communication building, he is known for instilling his pas- planning, research, analytics and behav- n Laura Moser, Senior sion for business analytics into all aspects ioral observation, she brings a unique Vice President, Retail of sales and marketing – from strategy to vision and innovative practices to the and Shopper Marketing execution. agency. Practice Lead, NA Moser is responsible for n Matthew Diamond, leading and further build- MOOSYLVANIA Senior Vice President, Mosaic Canada ing the agency’s retail and shopper mar- n Norty Cohen, CEO keting practice across all North American Cohen founded the agen- Diamond has a wealth of retail and clients. cy in 2003 with a focus knowledge garnered on on motivating consumer the client and agency side n Jennifer Olliges, Vice behavior. in his near two decades of experience. President, Director of He oversees the entire consumer goods Business Leadership portfolio. Olliges brings more than 15 years of CPG experience n Nick Foppe, COO n James Fraser, in the areas of strategic Foppe has spent more General Manager, planning, shopper marketing and con- than 20 years working on Mosaic Shopper U.S. sumer promotions. She is a key member the brand and agency Fraser leads the strategic of the agency’s global shopper marketing sides, including Michelob, direction of the U.S. busi- practice group. O’Doul’s and Pabst. ness. With more than 19 years of experience, he is a pioneer in the retail and shopper marketing industry, and was the founder of a unique process called Deconstruction that yields a proprietary output called Purchase Design.

18 n Chad Grenier, Executive n Alicia (Lish) Smestad, Vice President, Retail N Executive Vice President, Marketing Services, NSIGHT CONNECT Senior Group North America Director/President Grenier leads all North n Jennifer Butcher, Smestad leads data-driven American retail marketing Vice President, digital innovation and agency services within Mosaic. With 21 Account Director measurement, along with strategic busi- years’ experience in the industry, he coun- Butcher leads the Los An- ness opportunities for clients. sels marketers on how to combat the geles office and has more growing erosion of traditional forms of than 15 years of strategic P mass media to reach consumers through marketing experience across disciplines nontraditional mediums. including brand development, public PURERED INTEGRATED MARKETING relations, national consumer promotions, n Matt Champion, n digital and shopper marketing. Susan James, Vice Senior Vice President President Client Service, of Strategy and Mosaic Shopper North n Adam Celing, Creative Director Business Development America Joining the agency in Sep- James is a proven results- Celing leads Nsight’s creative team in Minneapolis. tember 2015, Champion oriented integrated thinker leads PureRED’s business development who looks for transformative ways to He has years of experience developing strategic cre- and sales function. He is responsible for solve big client challenges. She has its strategic focus, product development played a key role in the development of ative solutions for brands across multiple retail channels for a diverse set of clients. and creating the marketing focus and Mosaic’s proprietary Purchase Design in- strategies that help to further differentiate sights & strategy model. n Charley Ciresi, the agency. n Jason Katz, Executive Vice President, Client Services n Michael Minasi, CEO Vice President, Head of (See profile on page 12) Digital, Mosaic Ciresi is a key account lead Katz leads digital, social in Minneapolis where he and mobile marketing, works to connect national R helping clients effectively brand strategies to retailer and consumer RED FUSE COMMUNICATIONS capitalize on new media by developing objectives, to help deliver unique and best-in-class, insights-driven, accountable differentiated solutions to clients. n Kateri Benoit, digital solutions that influence purchase. Global Director of n Bill Flanagan, eCommerce/eShopper n Warren Paisley, Vice President, Benoit leads e-commerce Vice President, Client Services and digital shopper mar- Mosaic Canada With more than 15 years’ keting efforts globally at Paisley challenges the experience, WPP’s Red Fuse, a “team agency” that norm and digs deep into Flanagan manages key creates integrated communications for the business rationale client engagements out of Westport, and Colgate-Palmolive’s brands. behind client objectives, shaping the stra- delivers integrated marketing solutions tegic direction for many of their most suc- across the full purchase continuum. n Patrick Daly, cessful programs. He currently leads the Regional Creative Canadian Anheuser-Busch business. n Kristi Schon, Director, Shopper Vice President, Communications, Asia n Sheri Pearson, Vice Client Services Based in Hong Kong, Daly President, Retail Insights Schon leads several large is responsible for Red & Strategy, Mosaic client engagements out Fuse’s shopper creative across the entire Shopper Canada of Minneapolis, where her Asia region. Pearson is the strategic drive for constant innovation has sharp- lead for shopper mar- ened the company’s practices and ap- n Rodger DiPasca, keting, innovation planning, shopper proaches across core shopper, digital and Global Managing insights and promotions for all Mosaic promotions disciplines. Director, Shopper clients, including Johnson & Johnson Communications and Samsung. DiPasca leads all worldwide shopper communications for Red Fuse.

19 n Teigan Henry, Regional n Nate Carney, n Jessica Hendrix, President & CEO Supervisor, Shopper Senior Vice President, (See profile on page 16) Communications; Business Innovations Latin America Carney has more than 10 n Ted Monnin, Group Henry is responsible for years of brand marketing Creative Director shopper marketing com- experience and currently Monnin leads the creative munications throughout Latin America, leads digital shopper, omnichannel and e- team out of the Cincinnati liaising with a network of various WPP- commerce across several CPG companies office and has helped trans- owned agency offices. for Rockfish, including Kimberly-Clark and form food photography Coca-Cola. along with inspiring and engaging in-store n Darcy McNair, Creative experiences. Director, Shopper n Michael Stich, Chief Communications; Innovation Officer North America Stich leads the P&L, busi- SHOPPER 2 BUYER McNair ensures seamless ness innovations and tech- integration of shopper nology teams at Rockfish. n Jill DeLelle, Director creative with consumer marketing chan- As the executive sponsor DeLelle leads the agency’s nels such as advertising, social media and of clients such as General Mills, Unilever path to purchase multi- public relations. and Mars Inc., he oversees teams that channel media planning, deliver innovative shopper programs and driving results at the point n Becky Turner, Regional results. of sale. Director, Shopper Communications, n Dominic Forte, Europe S Associate Director Turner oversees Red Fuse’s SAATCHI & SAATCHI X Forte plans and executes shopper marketing efforts all shopper communica- throughout Europe. n Mauriahh Beezley, tions with a strong focus Group Creative Director on e-commerce. Leading the creative team ROCKFISH out of Northwest Arkansas, n Ann McGrath, Beezley inspires clients and Group Director n Anthony Acerra, employees alike with her McGrath leads S2B, a Director Digital enthusiasm for world-class creative ideas. communications agency, Strategy which creates and optimiz- Acerra creates relevant, n Jim Cartwright, es media plans that drive omnichannel shopper Chief Operating Officer improved ROI and sales. experiences that drive Cartwright partners with category growth. He’s shaped and led each agency function to n digital shopper strategy and innovation Fatima Winfrey, drive operational excel- Director for companies including P&G, Unilever lence while also driving and Kroger. Winfrey heads up the in- a strong culture and team environment store paid media team, through random acts of joy. creating strong supplier n Bill Akins, Senior Vice partnerships, optimal pric- President, Business n Chance Chapman, ing and results analytics. Innovations Vice President, Akins has 20 years of expe- Digital & Media rience working with CPG Chapman’s entrepreneurial SHOPTOLOGY companies like General spirit and his desire to drive Mills, applying big data and digital shop- behavior change where n Charlie Anderson, per marketing solutions, as well as with and how it matters to shoppers most is CEO retailers directly – including leading teams helping change the landscape for shop- Anderson has more than that build mobile retail apps for Walmart pers – one click and tap at a time. 17 years of shopper mar- and Sam’s Club. keting experience and has n Ellis Collins, led teams in marketing top Senior Vice President, brands, including P&G, PepsiCo, Walmart Production Services and Kroger. His team is focused on build- Collins leads the produc- ing ideas that bond and create organic tion group to ensure capabilities around where shopping is on-time and on-budget headed. executions, which embody the idea of “Nothing Is Impossible.”

20 n Dino de Leon, n Jared Meisel, n Amy Lanzi, Senior Vice President, Managing Partner, Managing Director Head of Creative Shopper Marketing Lanzi leads TPN’s New York De Leon and his team Meisel helps clients create office and oversees several combine ideas and design digital and physical experi- of the agency’s retail mar- to make the shopper/user ences that connect with keting client businesses. experience easy, appealing and satisfying shoppers in relevant, profitable ways. for some of the world’s biggest brands n John Meyer, and retailers. Managing Director TPN Meyer leads TPN’s grow- n Ken Madden, ing Bentonville team n Manolo Almagro, Senior Vice President, and office, specializing in Senior Managing Head of Engagement Walmart and Sam’s Club Director, Innovation Madden has more than business strategy and retail activation for & Retail Technology 15 years of experience in clients including Sam’s Club, 3M and The With a digital background digital marketing, analyt- Clorox Co. spanning 15 years, Al- ics and strategy. He and his team design magro leads TPN’s retail technologies and build connected, effective shopper n Christy O’Pella, Senior practice out of Austin, Texas, cultivating engagements that influence shoppers all Managing Director, partnerships, tools and capabilities across along the shopper journey. Client Service & platforms to deliver connected experi- Development ences and retail solutions for its clients. n Julie Quick, Senior Vice President, O’Pella leads TPN’s Dallas Head of Insights & Strategy office and several of its n Sarah Cunningham, (See profile on page 2) largest client businesses. Senior Managing Director, Client Service n n Chris Rueckert, Jennifer Tinker, & Development Group Account Director Group Account Director An industry veteran, Rueckert’s 10-plus years of Tinker leads strategic agen- Cunningham leads the retail and shopper market- cy partnerships with cli- TPN Chicago office, and is responsible ing experience enable her ents like Walmart, PepsiCo, for overseeing both manufacturer and to think strategically when Dean Foods and others. retailer clients. Her knack for building stra- confronted with challenges from clients. tegic solutions and cross-functional teams T helps major brands deliver omnichannel n Joe Scartz, THEORY HOUSE programs that deliver innovative shopper experiences. Managing Director, Digital Commerce n Jim Cusson, President and Integration n Deb Friedland, Cusson leads the retail New to TPN but not to Managing Director, marketing agency that marketing, Scartz is fo- supports midsize retailers Planning & Perspectives cused on building a digital commerce and brands such as Food Friedland’s passion for practice to enable the agency’s clients to Lion, The Fresh Market and understanding the dynam- stay ahead of the quickly evolving digital Liquid Wrench with branding, in-store ics of commerce through curve. design and activation. the lens of the customer journey helps to drive TPN’s global insights and strategy n Nancy Shamberg, n team. Christopher Durham, Managing Director, Vice President of Shopper Marketing Retail Brands n Colleen Kelly, Shamberg is responsible Vice President, Durham publishes My for the agency’s shopper Planning & Perspectives Private Brand, a website marketing practice and With more than 10 years focused on the private leads TPN’s San Francisco office. brand industry and is an author of several of marketing experience, books on the subject. He brings close to Kelly is passionate for cre- 20 years of real-world retail experience to ating strategies that build brands. She is Theory House. driven to deliver experiences that excite consumers and convince shoppers to make the buy happen.

21 IN MARKETING SERVICES: ELIZABETH FOGERTY, SVP, STRATEGIC PLANNING AND ANALYTICS hen Elizabeth Fogerty came to IN Marketing Services about a de- still a trade, or “trade plus,” as Fogerty puts it. “It’s the conundrum of cade ago, she brought two decades of wide-ranging experience in trade and really being able to drive the distinction in a sales-driven marketing, promotion and advertising. She began her career helping organization,” she says. “And then the measurement piece, really be- to launch the successful coupon machines at ActMedia and moved ing able to prove this hard financial ROI with clarity and ease. There’s onward and upward from there. “I’m very proud of how I built a still some work to be done in that space.” career that was very well-rounded,” she says. IN Marketing defines shopper marketing as branded experiences When Fogerty joined IN Marketing, the data team was a very small group that used IRI and Nielsen data and was focused entirely “ [Shopper marketers] are still behind the on one account, Unilever. Since then, the company has had double- digit growth year over year, revenue has quadrupled and the strategic curve [with mobile]. We were lapped before, planning and analytics department has grown to 13 people and incorporated a marketing viewpoint. and now we’re maybe half a lap behind.” “On the analytics side, it’s a huge hurdle to prove out in shopper marketing – does it work? And the truth is, it does,” she says. During built around the path to purchase, using insights to build stimuli the past couple of years, the team has gotten “aggressive in building through different types of media to affect behavior and drive pur- proprietary tools that have allowed us to be more predictive and chase, Fogerty says. “Our job is to make easier, more meaningful, measure with greater granularity.” solutions for the brands we’re promoting. It’s about really under- The growth and diversification of the agency has brought chal- standing the motivation shoppers need to make choices.” lenges, such as finding talented people who understand retail and The company has grown both organically and through acquisition, shopper marketing, Fogerty says. “We grow, grow, grow and some- expanding its scope of service with additional disciplines and build- times we can’t even keep up with our own growth. It’s not a mature ing out into a full-service organization, Fogerty says. “People compare industry yet. We’re still seeing a lot of people entering it and trying us to larger holding companies. That has been a very distinct and to figure out what it is.” deliberate approach in the past year. … It’s about building great, scal- Shopper marketers face lingering perceptions that their work is able processes and becoming more agile. Digital capabilities, mobile

Photo by Steve Hockstein

22 TRACYLOCKE n Sarah Walker-Hall, Group Planning IN MARKETING SERVICES: ELIZABETH FOGERTY, SVP, n Mike Bartlett, Director Managing Partner Walker-Hall, an avid stu- STRATEGIC PLANNING AND ANALYTICS Bartlett currently oversees dent of consumer psychol- the PepsiCo business at ogy, has worked on some capabilities – whatever we need to fill gaps, TracyLocke, which includes of America’s most iconic brands like Levi’s, we will grow or buy.” brand, shopper marketing, T-Mobile and SC Johnson. IN Marketing works in cross-functional foodservice and field marketing teams. teams with a creative director, business leader, planning leader and traditional n Hugh Boyle, TWINOAKS supports built around individual clients Chief Executive Officer n Brianne Brannan, in a dedicated way, Fogerty says. Very few In less than 18 months, Vice President, people work across multiple clients. “We Boyle has grown TracyL- Client Leadership are wholly focused on dedicated bodies ocke’s global footprint Brannan has nearly 12 to client businesses,” she says. “It’s opera- from 280 employees to years’ experience in shop- tions, finance, creative and accounting all more than 500 employees. per marketing supporting in one pot, if you will.” top global brands across various catego- n The agency’s clients span a wide range of Sabrina Diez, ries and retailers, including Elmer’s, La- sophistication, from some who “really un- Creative Director vazza, Treasury Wine Estates and P&G. derstand what shopper is, and how they’re Diez has worked on activating against it” to others with siloed multiple divisions of Tra- n Cameron Clement, structures who “still need proof in the cyLocke’s Pepsi business, Vice President, Executive pudding, with brands who still talk about Starbucks and First Data. Creative Director building household penetration, which is a She recently helped launch the new Clement has 25 years of wonderful goal,” she says. “[With] shopper TracyLocke Chicago office and now plays experience in shopper marketing, we’re closer to the sale. Articu- a leadership role on the SC Johnson ac- marketing, brand devel- lating that within some CPG companies count. opment and product launch for leading is difficult. And retailers don’t move fast brands and CPG companies. enough; they still don’t have connectivity in n Mary Kotyuk, Strategy their organization where they bring buyers Director, Digital Shopper n Steve DeVore, and marketers together.” Marketing President In addition to financial goals, clients With more than 13 years DeVore has spent almost should evaluate the performance of agen- of promotional and digital two decades on the cies like IN Marketing through partnership experience, Kotyuk is re- agency side with a major- and how embedded the agency becomes sponsible for leading retail activation plan- ity of that time in shopper. in their business, as well as willingness to ning and digital shopper marketing initia- In 2011, he partnered with Ken Barnett to innovate and change, Fogerty says. “We’re tives for key clients such as SC Johnson and launch Twinoaks. providing stewardship and leadership so Pepsi, in addition to growing the agency’s they can feel confident they can be a strong digital and e-commerce shopper market- n Tracie McKee, voice and have the confidence to win in ing capabilities. Vice President, their own organization,” she says. “If we Client Leadership can empower them, we should be graded n Mike Lovegrove, With a nearly 20-year on that.” President and Chief marketing ca reer that Going into the future, Fogerty does not Creative Officer has spanned a variety of foresee physical stores going away but does Lovegrove is the architect categories, McKee leads the agency’s think retailers will need to take better ad- of TracyLocke’s “Buy De- Beiersdorf business, overseeing shopper vantage of the online world, personalizing sign” methodology used marketing efforts for the Nivea, Aquaphor their offerings by community. “If larger by PepsiCo, Samsung, SC Johnson and and Eucerin brands. chains could think more locally, they could Pizza Hut, among others. win,” she says. “It’s really about having the n Maureen O’Hare, assortments and products that shoppers n Tyler Murray, need. Stores may still be too big to be able Vice President, Chief Strategy Officer New Business to service that kind of model.” Murray has worked with Shopper marketers at retailers and CPG With more than 15 years’ innovative thought-leaders experience in shopper companies need to stop playing catch-up on accounts such as Pep- on technology and be more on the leading marketing on both the cli- siCo, SC Johnson, P&G and ent and agency side, O’Hare is responsible edge, Fogerty believes, although she does others. see progress. “We have yet to tap into the for the agency’s business development power of mobile. We’re still behind the opportunities. curve. We were lapped before, and now we’re maybe half a lap behind.”

23 n Jason Stewart, n Nicole Turner, n Lionel Knight, Senior Group Creative Director Managing Director, Vice President, Planning With more than 10 years Retail Communications Knight heads up Upshot’s of experience in shopper Brick-and-mortar, research and planning ef- marketing, Stewart is an e-commerce or one- forts, focusing on using award-winning creative off events, Turner helps innovative techniques to director who has led creative strategy and brands capture, captivate and convert pinpoint insights that inspire programs design for some of the biggest brands shoppers through meaningful and mem- and ultimately shoppers. and greatest clients. orable engagement at every stage of the shopper’s journey. n Brian Kristofek, President & CEO TWO WEST n Ethan Whitehill, Kristofek is actively in- CEO & Strategist volved in growing Up- n Mark Lopez, Chief From shopper psychology shot’s shopper capabilities, Innovation Officer and experiential design to including continued media From online crossover and brand strategy and activa- innovation along the digitally enabled mobile apps to interactive tion, Whitehill has yet to path to purchase. He is partnering with in-store content and tech cross a realm of retail territory that is unfa- Scotts Miracle-Gro to build a more robust integration, Lopez ensures miliar, ensuring customer experiences and shopper capability and help revolution- technology always drives return for the expressions are relevant, relational and ize the home improvement channel for brand while being relevant to the shop- provide return. home and garden. per. n Brian Priest, n Angela Potts, U Senior Vice President, Managing Director, UPSHOT Creative Services Brand Localization n With more than 25 years of Potts leads the Two West Neil Helsper, experience in branding, re- Brand Localization team, Creative Director tail design and consumer/ leveraging big data to Helsper leads creative shopper marketing, Priest is able to devel- translate national shopper campaigns into direction for ACH Foods, op seamless and dynamic engagement relevant and relational touchpoints on a Kraft and Scotts Miracle- through the entire path to purchase. hyper-local level: at home, on the go and Gro shopper marketing in-store. efforts. He recently helped Scotts Miracle- Gro sell in custom retail programs that n Mary Van De Walle, Vice President, Planning n Steve Spencer, engage with Millennial shoppers. Van De Walle believes the Chief Creative Officer n secret to great shopper Spencer hones the experi- Lisa Hurst, marketing lies in under- ences and expressions of a Senior Vice President, standing the omnipresent shopper’s journey to com- Account Management shopper’s motivations, expectations and bat decision fatigue and Hurst spearheads the behaviors. She is currently helping ACH increase decision simplicity, purchases agency’s shopper market- Foods activate relevant food and ingredi- and loyalty – creating deep retail engage- ing, bringing expertise ent stories along the entire digital path to ment. and thought-leadership around shopper insights, strategies and experiences. purchase.

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