As seen in

Our fourth annual report honors more than 200 agency executives for their outstanding work in helping brand and retailer clients achieve success while pushing the discipline of shopper marketing to new heights.

IN SHOPPER MARKETINGAGENCIES

NSIGHT CONNECT: ALICIA SMESTAD, President

2

JUST FOR FUNWhat’s your favorite TV show?“Orange is the New Black.”Who’s your favorite author?Stephen King.What do you want to be doing in 20 years?Reading.Who are your favorite musical artists?Foo Fighters, Ray Charles and Styx.What websites do you visit most often?“All Recipes” and “Pinterest.”What are your favorite outdoors activities?Being in or on the water in the summer, and on the ice or snow in the winter.What’s your dream travel destination?Any warm sandy beach with great drinks and no people or sharks.What about you might surprise people?I secretly mix romance novels into my book selections. What historical period interests you most?The Viking age.

MEET “LISH”Where did you grow up?In the “Quad Cities,” on the border of Iowa and Illinois.What were your favorite activities?Reading, sports and the outdoors.What did you want to be when you grew up?A veterinarian. What stands out most about your childhood?Family – we lived for get-togethers with our cousins, aunts and uncles.What would you change if you could?Less fighting with my siblings – we were very competitive during our teenage years.

Photos by Chris Bohnhoff

“ Lish is by far the expert in our company, and as far as I know, the expert in the industry when it comes to data-driven digital at retail.”

Joe Robinson, President, Catapult (Catapult and Nsight Connect both operate under the Epsilon umbrella)

3

AANTHEMn Otto Hektor,

VicePresident, Brand Development, Americas With decades of expe-rience in the shopper space, Hektor brings valuable per-spectives from both the retailer and marketing sides of the business across traditional and digital channels.

n Katie Neil, Vice President, Account Management With 20-plus years of marketing experience for leading consumer product companies, retailers and agencies, Neil is the practice lead for Anthem’s shopper marketing capabil-ity and leads Anthem’s Atlanta and Chicago offices.

ARC WORLDWIDEn Lilia Arroyo-Flores,

Senior Vice President, Planning Director Arroyo-Flores leads strategy and insights on the P&G business for more than 20 brands and cus-tomer teams.

n Brad Black, Senior Vice President, Global Account Director and Business Development Lead With more than 20 years of experience spanning brand marketing, general advertising, digital, social, shopper, retail, e-commerce and events, Black delivers award-win-ning work on Coca-Cola, Alcon and General Motors.

n April Carlisle, Senior Vice President, Global Shopper Marketing An adjunct profes-sor for Northwestern University’s IMC (in-tegrated marketing communication) graduate program, Carlisle helps build shopper marketing capabilities for global clients such as P&G, Coca-Cola and 3M.

THE CONSUMMATE PROWhat trade publications do you read?Ad Age, Brandweek, Digiday, Mobile Marketing Association content, Shopper Marketing.What is your primary skillset?Problem-solving.When did you first hear the term “shopper marketing?”Before my hair was gray.How do you define it?Driving measureable shopper behaviors that impact brand equity and business return.What about it keeps you up at night?The gulf between brand dreams and consumer behaviors.What retailer apps do you use regularly?Cartwheel, Walmart, Costco, Amazon.What shopping apps do you use regularly?Grocery IQ.Are beacons on your radar?Only to provide actual help for shoppers vs. interrupting their goals.In what areas do your CPG clients need the most help?Embracing constant change and opportunity to optimize the business.What about your retailer clients?Building ownable and differentiating strategies.What motivates you most in your present role?Innovation and learning.Where do you turn for daily creative inspiration?My children.What’s your vision of retail in the next 5-10 years?Shopper-defined categories – blowing up the experience set in the 1950s.And shopper marketing in 5-10 years?Personalization and solution-based relevance – that will be the ante for any “marcom.”

n Jim Carlton, Executive Vice President, Managing Creative Director Having worked with P&G, Intel, McDonald’s, Sprint, Alcon, MillerCoors and Coca-Cola, Carlton has led Arc to more than 20 Effies, REGGIEs, OMAs, Pro and DOT awards in the last year.

n Chris Emery, Senior Vice President, Account Director Emery is the overall business lead for MillerCoors, with 18 years of experience in marketing.

n Elizabeth Harris, Executive Vice President, Strategy Director Harris leads insights and strategy for brands such as MillerCoors, Intel, Alcon and Kraft.

n Nick Jones, Executive Vice President, Innovation & Growth See profile on page 12.

n David Kuhn, Senior Vice President, Research Director Kuhn works with a variety of client teams to find quantitative insights that help drive strategy and creative solutions.

n Bob Raidt, Global President, Arc Raidt is the newly appointed global president of Arc. He led Leo Burnett’s McDonald’s global account during McDonald’s unprecedented global growth from 2004 to 2012 and is a passionate and effective champion of creativity as a business solution for shopper marketing.

n Karuna Rawal, Executive Vice President, Business Director, P&G Rawal boasts 20 years of experience in brand management, strategy consulting, planning and business leading.

4

BBARD ADVERTISINGn Barb Stabno,

Founder and President Stabno brings more than 25 years of experience developing strategic marketing programs with Fortune 500 companies for both retailers and manufacturers. She oversees client engagement and strategy at Bard.

n Lee Ann Villella, Vice President, Marketing & Business Development Villella’s focus includes digital media, social media and coupon marketing with more than 18 years of experience leading client strategy.

BLUE CHIP MARKETING WORLDWIDEnElizabeth Bleser,

Director of Digital Strategy Bleser oversees digital strategy for shopper marketing for P&G’s food channel as well as B&G Foods, Celestial Seasonings and Helen of Troy.

nLowell Cantor, Chief Operating Officer Cantor has 25 years of shopper and grocery ex-perience and oversees op-erations, human resources, finance and media.

n Greg Grucel, Associate Creative Director Grucel leads the retail creative team on work for P&G.

nStanton Kawer, Chairman and CEO Kawer has more than 25 years of experience de-veloping insights-based strategies for clients such as P&G, and has led the agency as CEO since 1999.

nBob Klein, Chief Strategy Officer Klein leads the Blue Chip SPARQ group, the strategic planning and research insights team that activates the agency’s “Springboard to Transforma-tional Growth” process.

nJamie Olson, Vice President, Shopper Marketing Olson is a seasoned shop-per marketer who leads the practice at Blue Chip. She works regularly with the agency’s brand clients who are new to shopper marketing and helps them understand the industry and best practices.

n Jeff Skolnik, Executive Vice President & General Manager, Blue Chip Retail Marketing Skolnik brings 20 years of analytics and creative ex-perience to retail and shopper marketing work for retail clients across more than 35 product categories.

n Pat Taflinger, Vice President of Media Taflinger oversees the tra-ditional offline and online buying and planning for all clients.

n Sarah Van Heirseele, Vice President of Digital Van Heirseele and her team are responsible for developing and executing digital shopper marketing campaigns for clients such as P&G, Ricola, Bomb Pop, Fisher Nuts, B&G Foods and Blue Bunny.

CCATAPULTnSteve Abdo,

Senior Vice President, Kroger Team Lead With more than 20 years of experience in sales and marketing, Abdo leads Catapult’s Kroger capability for clients.

nTom Brown, Executive Vice President, Senior Group Director Brown co-leads the Minne-apolis office and manages top client engagements.

nScott Caldwell, Senior Vive President A 15-year industry veteran, Caldwell leads the Walmart & Sam’s Club Retail Con-nect team in Bentonville, leading shopper activities for clients.

nTony Ciresi, Senior Vice President, Account Director Ciresi brings more than 12 years of shopper and integrated marketing ex-perience on both the client and agency sides with a proven track record of driving results across all shopper and consumer touchpoints.

nBrian DeLong, Vice President, Shopper Experience A self-admitted insights geek, DeLong leads Cata-pult’s shopper experience discipline and is a key shopper marketing strategy driver.

nMatt DePratter, Vice President, Digital Shopper Marketing DePratter is an invaluable member of Catapult’s digital team who provides insight into understanding and leveraging the technology available to both shop-pers and marketers, helping clients find the right tactics for the right message and timing.

nDavid Fiore, Executive Vice President, Creative Director Fiore is an award-winning creative director with 20-plus years of creative ideation and development experience bringing fully integrated programs to life for some of America’s largest brands.

5

EASTWEST MARKETING GROUPn Joyce Lu,

Vice President, Strategic Planning Lu leads strategy and in-sights development as well as market research initiatives, spearheading a wide range of strategic initiatives from consumer- and retail-insights research, brand positioning and identity development to planning innovative pro-motional solutions.

nKristina Mangus, Vice President, Account Director Mangus is a results-ori-ented marketing pro with more than 12 years of ex-perience in shopper marketing, consumer promotions, branding, integrated plan-ning and execution.

nCraig Moser, Vice President, Group Account Director, Retail Marketing Moser leads EastWest’s in-store planning, as well as execution and digital initiatives. He has been instrumental in the launch and continued operation of EastWest’s retail-focused discipline.

nLou Ramery, CEO Ramery leads the agency in guiding clients to de-velop meaningful brand connections that maximize customer value.

EEPSILON-RYANn Janet Barker-Evans,

Senior Vice President, Creative Director Barker-Evans is passion-ate about using creativity to solve clients’ business problems. She leads creative for Epsilon-Ryan Chicago and is an adjunct professor at DePaul University.

nJess Branson, Senior Vice President Branson has been with Epsilon-Ryan for four years, working with various clients including Nestle, Philips, Organic Valley and others.

nEdward Wallon, Executive Director, Commercial Strategy Wallon applies marketing, trade and sales ex-perience along with consumer and shopper insights to brand and business planning for several key agency clients including Diageo and Church & Dwight.

COLLABORATIVE MARKETING GROUPnGary Friedlander, Chief Marketing

OfficerFriedlander, with more than 20 years of experience, leads the agency’s shopper marketing practice, manages several key accounts and drives CMG’s new-business efforts.

n Garrett Plepel, PresidentWith more than 25 years of brand manage-ment, partnership and shopper marketing experience, Plepel is responsible for the overall strategic direction and financial man-agement of CMG, as well as leadership of key agency CPG accounts.

CURB CROWSERn Dean Forbes, CEO

With more than 25 years of experience, Forbes is an entrepreneurial spirit who is passionate about revo-lutionizing the shopping experience to inspire people to buy.

n Shandra Zurn, Vice President Zurn works with clients to transform their strategies into powerful creative that motivates action at retail.

DDIRECTOHISPANICn Nery Vazquez, Chief

Operating Officer Vazquez is a national leader in developing and executing creative shop-per marketing solutions for marketers to engage Hispanic consumers.

n Heidi Froseth, Executive Vice President, Retail, Shopper Marketing Leader Froseth is the leader of Catapult’s award-winning shopper marketing division and manages the agency’s customer-expert teams, with offices in all the top mass/grocery headquarter locations.

n Jennifer Gioffre, Executive Vice President, Group Director Gioffre has more than 20 years of experience in mar-keting, on both the client and agency sides.

n Joe Robinson, President Robinson is responsible for managing clients and more than 300 employees in 13 locations and span-ning disciplines including promotion activation, shopper marketing, digital marketing, Hispanic marketing and data-driven marketing.

COLANGELO SYNERGY MARKETINGn Michael Dillon, Executive Director,

Brand Activation & Shopper MarketingDillon is an innovative leader who estab-lishes new directions to reach wide audi-ences and maximize initiative impact.

n Alyse Kramarow, Group Account DirectorWith a deep understanding of the cov-eted female shopper and how to engage with them across the path to purchase, Kramarow delivers insights-driven, inte-grated shopper programs to meet clients’ objectives.

n Margaret Parker, Managing DirectorParker is responsible for the performance and overall client/agency health for as-signed Diageo brands including Smirnoff, Captain Morgan, Johnnie Walker, Tanquer-ay, Crown Royal, Ketel One and Sterling Vineyards.

TRACYLOCKE: HUGH BOYLE, Chief Executive Officer

6

“From the minute Hugh became CEO (in November 2014), he’s been a surge of inspiration and positive energy that has permeated throughout our entire company.”

Mike Lovegrove, President & Chief Creative Officer, TracyLocke

A LITTLE BIT COUNTRYWhat’s your favorite TV show?“The Sopranos” was a work of genius, and I like a relatively new show from the UK called “Peaky Blinders,” which is set in the area where I grew up.What’s your favorite movie?“Trainspotting.” I’m a huge Irving Welsh fan.Who’s your favorite actor or actress?The late James Gandolfini, Daniel Day Lewis and Ray Winstone.Who are your favorite authors?Welsh and the late Iain Banks, and my latest discovery, Jess Walter.What’s your favorite news outlet?No question, the BBC.What’s your favorite kind of music?I have grown into a huge country fan and actually play in a country band called The Hawks when I’m back in the UK.What’s your dream travel destination?India – but the real India, not a five-star hotel on the beach in Goa.What about you might people be surprised to learn?The country music thing can turn a few heads.

‘WAR’ HEROWhere did you grow up?Coventry, a city in the very middle of the UK.What was your favorite activity?I’ve played in bands from the age of about 11.What did you want to be when you grew up?Something in the performing arts.What stands out most about your childhood?Getting into trouble and laughing a lot with my best friend and bandmate, now an editor for the BBC.What would you change about it if you could?For our punk band, Spoils of War, to have been signed by a major record label.

Photos by Rex Curry

7

nDarryl Daoust, Group Director Daoust leads the digital shopper marketing center of excellence for Epsilon-Ryan. His cross-functional team focuses on the use of digital communications throughout the path to purchase to engage shop-pers, build brand affinity and drive incremental sales for the agency’s clients.

n Kim Finnerty, Senior Vice President, Consumer & Shopper Insights Finnerty leads Epsilon-Ryan’s insights func-tion and brings more than 20 years of experience in brand consulting, ac-count planning and shopper insights.

n Greg Gage, Account Director Gage leads data-driven, insights-based digital shopper om-nichannel strategy, innovation, analytics and education for clients.

n Burr Gavin, Senior Vice President, Strategy and Brand Planning Gavin has worked to uncover the human truths necessary to drive powerful integrated communication and ad-vertising strategies for more than 20 years.

n Tanya Greene, Vice President, Group DirectorGreene has been in the shopper mar-keting arena for more than 15 years, working for companies such as P&G, Coca-Cola and now Epsilon.

n Tim Moore, Group Creative Director Moore leads his team to breakthrough cre-ative ideas that change behavior and build business for his clients.

DIGITALLY DRIVENWhat is your primary skillset?As a career-long digital practitioner, this has to be top of the list.When did you first hear the term “shopper marketing?”In the months before we launched OgilvyAction, when we really started to use the term as a key pillar of the agency’s offering.How do you define it?Any marketing stimuli developed from brand, shopper and retail insights that is conceived, designed and executed to simultaneously enhance brand equity, trips, incremental consumption and profitable category growth. What about it keeps you up at night?A great deal, I’m afraid.Explain.It is my firm belief that the next five years will passage the shopper marketing industry to a place that too few in the industry have yet to comprehend. The generational influence and changing shopper behaviors of the next wave of shoppers will be beyond dramatic.This generation will seek an unprecedented level of creative execution, engagement and relevance in their brands’ and retailers’ shopper marketing. The era ahead offers the opportunity to be part of something massive and I get very frustrated at the rather pedestrian pace at which this industry seems to move.Will you get an Apple watch?Yes, of course.In what areas do your CPG clients need the most help? E-commerce. What about your retailer clients?Face-to-face customer service is more central to retailer reputation than at any time before.Describe shopper marketing in 5-10 years?The keys to the cookie jar will remain our deep retailer understanding, insights and relationships, but we’ll have a whole lot more in the jar.

n Lori Murphy, Senior Vice President Murphy has spent her career helping clients navigate the constant-ly changing integrated marketing landscape and understand how a big idea can simultaneously build a brand, drive business for a re-tailer and motivate shoppers.

n Bill Wiechers, Vice President, Creative Director Wiechers has created campaigns for some of the world’s top brands including USPS, Citibank, GlaxoSmith-Kline, Sears/Kmart, Motorola and State Farm.

FFAMEnLynne Robertson,

President and CEO Robertson has enjoyed a 20-year marketing career choreograph-ing brand experiences that consumers love to love.

FCB/REDn Suzanna Bierwirth,

Senior Vice President, Creative Director Bierwirth manages, mentors and nurtures talented creative people and delivers memorable, best-in-class consumer and shopper expe-riences both on and offline.

n Teddy Brown, Executive Vice President, Group Creative Director Brown leads all cre-ative teams across cli-ents and ensures all creative solutions break through barriers and influence behavior change.

n Michelle Derderian, Senior Vice President, Management Director Derderian’s experience in consumer packaged goods spans diverse cat-egories from pet to cereal to health and beauty, helping to build some of the world’s most beloved brands.

nHoward Klein, Senior Vice President, Group Management Director Klein’s client experience covers more than two de-cades of award-winning efforts.

n Pradeep Kumar, Senior Vice President, Director of Strategic Analytics Kumar’s specialties include predictive analytics, data-driven marketing strategy, consumer be-havior and choice analytics.

n Tina Manikas, President A renowned leader in the world of shopper market-ing and integrated market-ing, Manikas is an award-winning pioneer and innovator who has grown FCB/RED into a leading global agency that drives consumer behavior change at every point of persuasion in today’s omnichannel world.

n Curt Munk, Senior Vice President, Group Planning Director See profile on page 16.

GGALILEO GLOBAL BRANDING GROUPnSimon Mark Haddad, Director,

Shopper MarketingHaddad is responsible for leading the digital team and fully establishing the shopper marketing practice for Daymon Worldwide’s Galileo Global Branding Group.

n Alexander McLean, Senior Manager, Digital Shopper Marketing McLean has more than 15 years of digital experience developing fully integrated digital programs for brands including Uni-lever (Hellmann’s and Degree), Nestle Wa-ters, Energizer Personal Care, MasterCard and Amica Insurance.

n Janet Oak, Head of Global Advisory & Custom Shopper Insights Oak turns shopper insights into action for competitive advantage in order to drive both top- and bottom-line business growth for clients.

n Carol Reindel, Vice President Reindel’s responsibilities include leading strategic initiatives on accounts such as 7-Eleven, H-E-B and Topco membership accounts, as well as leading the marketing team in corporate new business development and thought leadership.

GEOMETRY GLOBALn Carl Hartman, NA Chief

Executive Officer Hartman is the CEO of Geometry Global as well as the WPP team leader for Kimberly-Clark. He chairs the team leader shopper marketing task force and sits on the digital task force in addition to sitting on the WPP data alli-ance steering committee.

n Bruce Henderson, NA Chief Creative Officer Henderson provides cre-ative vision and oversight for Geometry Global of-fices in New York, Chicago, San Francisco, Toronto, Montreal and Akron, Ohio.

n Gail Kay, General Manager, Akron Kay uses all she’s learned from more than 26 years in brand activation, encom-passing stints in media, ac-count service and agency management, to help clients build brand equity, en-gagement and drive toward conversion at every point along the path to purchase.

nSusan Ladd, Vice President, Group Account Director, Nestle

nScott McCallum, President, Shopper Marketing, North America

nPam Morrisroe, Managing Director, AMEX Morrisroe is the managing director on American Ex-press as well as Geometry Global’s engagement lead for Ogilvy & Mather.

n Eric Pakurar, NA Chief Strategic Officer Pakurar oversees planning and strategy teams across all practices, including the interactive marketing, pro-motional marketing, relationship market-ing and branding & design practices.

n Soche Picard, Executive Vice President, Managing Director; Team Lead for Team Unilever Shopper See profile on page 20.

n Carl Preller, Chief Performance Officer

n Kevin Shelhamer, General Manager, Chicago Shelhamer’s role is to stra-tegically align and lead agency resources against clients’ scope of work to develop and execute integrated shopper marketing strategies that maximize sales, motivate shopper-purchasing decisions and build brand equity across retail channels.

8

9

GREYn Kelly Babcock,

Creative Director, Shopper Marketing

n Nina Dubin, Shopper Production Artist

n Angelika Kaprelian, Integrated Communications Specialist

n Joe Lampertius, Global CEO, Shopper Marketing

nShelly Sawyer, Vice President, Shopper Marketing

nLeigh Temple, Director, Shopper Marketing

nPeter Viento, Executive Creative Director, Shopper Marketing

HHARVEYnKathy Harvey,

President Harvey launched the agency in 1986 because of her belief that the retail environment would be-come an incredibly powerful marketing medium.

HMTn Patti Conti,

President & CEO After 19 years of opera-tions and brand-building experience with McDon-ald’s, Conti launched HMT, which for the past 13 years has built a shopper marketing expertise steeped in the agency’s initial focus in customer mar-keting and Conti’s commitment to deliver strategic, efficient, innovative solutions for her clients and their retail partners.

n Rick Einhaus, Executive Vice President With more than 30 years of marketing, research and sales experience, Einhaus understands the importance of integrating shopper-driven consumer insights with a sound retail execution strategy to ensure successful shopper marketing program planning, development and activation.

nTina Franks, Account Supervisor Franks is an accomplished marketing professional with 17 years of shopper and integrated promotion experience working with industry leaders such as Mondelez International, Hillshire Farms, Gallo, P&G and Colgate-Palmolive.

nMichele Huff, Account Director With more than 15 years of marketing management under her belt, Huff has dedicated the last eight years to delivering strategically sound shopper marketing programs for clients such as Kraft, Gallo and Mondelez Inter-national.

n Ken Nash, Account Director Nash has a passion for cre-ating dynamic, shopper-stopping programs that work in today’s compli-cated retail environments.

nLisa Norat, Vice President, Client Service After more than eight years in the marketing depart-ment of the NBA, Norat took her “A” game to the CPG arena, where she helped build long-term share growth for some of America’s biggest, most recogniz-able brands.

HUNTER STRAKERn Cora Brady, Vice

President, Strategy & Client Service, Hunter Straker, AMG Digital Brady leads the digital services for Acosta Mosaic Group (AMG), the marketing division of Acosta Sales & Marketing across North America.

n Kristen Buss, Vice President, Strategy With more than 18 years of marketing experience in communication planning, research, analytics, behav-ioral observation and intuitively led brand, retail and creative strategy, Buss brings a unique vision and innovative practices to her clients’ shopper strategies.

n Matthew Diamond, Senior Vice President, Hunter Straker Canada & Mosaic Diamond currently over-sees the Canadian Hunter Straker operation as well as the consumer packaged goods portfolio for Mosaic, an agency within AMG.

n Kathryn Easter, Managing Director, Insights, Influence & Impact Easter’s experience spans from traditional media and experiential to social and digital, all with a lens for the data that helps clients make stra-tegic business decisions.

nLee Esmond, Vice President, Integrated Marketing, AMG Bentonville Esmond leads experiential, shopper and digital mar-keting for Walmart and Sam’s Club.

TPN: SARAH CUNNINGHAM, Senior Managing Director, Client Service & Development

10

“Sarah has the ability to get to the root cause of a business issue and then customize the right team to solve the challenge.”

Sharon Love, Chief Executive Officer, TPN

Photos by Brian Morrison

CHICAGO HOPEWhat was your first job out of school?Media business coordinator on the McDonald’s account for Leo Burnett.Describe your first apartment?A small studio in Lakeview (in Chicago) along the 151 bus line.What were your favorite after-work activities back then?Running, meeting my friends at McGee’s for $2 beers, and watching “Must-See TV.” And now?Hearing about my family’s day, volunteering, and working on the foundation my husband and I started for families and children with epilepsy in memory of our daughter CeCe.Current hobbies?I still love to play tennis, and I’m learning paddle tennis. What about you might people be surprised to learn?Despite training in improv, I suffer from severe stage fright. Name the people in history you would most like to visit with.My daughter CeCe, my grandparents, and Walt Disney.

SPARTAN BEGINNINGSWhere did you grow up?East Lansing, Michigan.What were your favorite activities?I was a tennis player and swimmer. What did you want to be when you grew up?First a hairdresser, then a journalist, and secretly a cast member on “SNL.”What college did you attend? Valparaiso UniversityWhat degree did you earn?Communications & Marketing

TPN: SARAH CUNNINGHAM, Senior Managing Director, Client Service & Development

11

n James Fraser, General Manager, Hunter Straker U.S Fraser, who leads the strategic direction of the U.S. business, is a pioneer in the retail and shopper mar-keting industry, and is the founder of a unique process called Deconstruc-tion that yields a proprietary output called Purchase Design.

n Chad Grenier, Executive Vice President, Retail Marketing Services North America, AMG Grenier leads all North American retail marketing agency services within AMG.

n Jason Katz, Executive Vice President, Head of Digital, Hunter Straker, AMG Digital Katz leads digital, social and mobile marketing at AMG, helping clients effectively capitalize on new media by developing best-in-class, insights-driven, accountable digital solutions that influence purchase.

n Sheri Pearson, Vice President, Retail Insights & Strategy Pearson is the strate-gic lead for shopper marketing, innovation planning, shopper insights and pro-motions for all Hunter Straker clients, including Labatt, Johnson & Johnson, Catelli and Samsung.

n Dan Streety, Executive Creative Director, Hunter Straker Streety has more than 20 years of experience in new business development, shop-per marketing, digital, creative story-telling and brand-building.

DOWN TO BUSINESSWhat is your primary skillset?Dynamic retail – understanding how to read the retail landscape and adapt quickly as it evolves.What about shopper marketing keeps you up at night?How are we going to take things to the next level?Are you an omnichannel shopper?Yes, I love all types of retail and shopping.What is your preferred method of shopping?There’s something about the brick-and-mortar retail experience that I cannot walk away from.What retailer app do you use most?Amazon.com – it’s a multi-tasking mom lifesaver.What shopping app do you use most?I love the Think Dirty app.What forms of mobile payment have you used?I use Passport everyday. Apple Pay is another great time-saver. Will you get an Apple watch?Absolutely. Are beacons on your radar?Yes, it will be fascinating to see how shoppers allow us to message them in-store. Where do your CPG clients need the most help?The dynamic retail space creates quite a challenge for brands that don’t have unlimited budgets. What about your retailer clients?They’re looking to better understand how technology can help enable their customers and drive their business.What’s your vision of retail in the next 5-10 years?Connected experiences. And shopper marketing in 5-10 years?A greater integration of the four retail modes – consumer, shopper, buyer and influencer.

IIN MARKETING SERVICESn Valerie Bernstein,

Senior Vice President, Business Development After many years of leading client teams, Bernstein now heads the new busi-ness function for the agency, oversee-ing a dedicated team that diversifies the client mix, identifies and incor-porates new services and customizes highly flexible solutions.

n Sean Conciatore, Senior Vice President, Executive Creative Director Conciatore is respon-sible for strengthening and inspiring creative output for all clients and customers.

n Todd Engels, Executive Vice President, Managing Director

n Elizabeth Fogerty, Senior Vice President, Strategic Planning & Insights Fogerty is responsible for developing insight-driven, customer-specific, retail mar-keting strategy across the full breadth of the agency’s service offering.

n Michael Harris, Executive Vice President, Strategy & Development

n Jill Griffin, President

n Lisa Klauser, President, Consumer & Shopper Marketing Klauser, who joined the agency in 2012 after a prolific 19-year tenure at Unilever, leads a team of more than 225 people strong.

ARC WORLDWIDE: NICK JONES, Executive Vice President, Innovation & Growth

12

“You can’t fake Nick’s love of shoppers, shopping and retail, and he’s great at giving that passion back to the team.”

Jim Carlton, Managing Creative Director/Chief Creative Officer, Arc Worldwide

Photos by Brian Morrison

ABOUT A MANWho’s your favorite author?Nick Hornby.What’s your favorite TV show?“The Walking Dead.” What’s your favorite movie?The “Lord of the Rings” trilogy.What’s your favorite sports team?Everton FC.What’s your favorite kind of food?Indian.How do you spend your weekends?I coach my son’s U12 soccer team, I love to cook, garden, paint with oils and run.What websites do you visit most often?BBC.com, “Mashable” and ShopperMarketingMag.com.What about you might people be surprised to learn?That I’ve caught a pass thrown by two-time Super Bowl MVP Troy Aikman.Who are the three people in history you’d most like to meet?William Shakespeare, Leonardo Da Vinci, Charles Darwin.

ABOUT A BOYWhere did you grow up?Wallasey, a town outside of Liverpool, England.What were your favorite hobbies?I drew pictures non-stop as a child, but I also loved football (soccer) and horse racing.What did you want to be when you grew up?I wanted to be a dustman (garbage collector) at 4, astronaut at 8, racehorse trainer at 12, artist at 15 and journalist at 18. How do you look back upon your high school experience?I loathed it and would occasionally sneak out to go to the racetrack.

ARC WORLDWIDE: NICK JONES, Executive Vice President, Innovation & Growth

13

n Julie Walker, President & General Manager, Bentonville

n Allison Welker, Executive Vice President, Client Services Welker leads a team of 125-plus brand- and customer-facing client-service indi-viduals.

THE INTEGER GROUPn Reyna Alishio,

Executive Vice President of Account Leadership Alishio oversees the account leadership department in Integer’s Denver office and ensures that client teams are driv-ing results and leading clients into the future.

n Will Clarke, Executive Creative Director Clarke leads the cre-ative group in Integer’s Dallas office and pro-vides disruptive shopper marketing solutions for clients including AT&T, FedEx, Deoleo and DFW Airport.

n Ellen Cook, President, Dallas Cook leads Integer’s Dallas office and oversees its retail arts lab where the agency works with clients to explore brand-ing and selling in physical and digital spaces to stay ahead of emerging trends in retail and technology.

n Marc Ducnuigeen, President, International Ducnuigeen leads Integer’s network of 20 international offices.

ABOUT AN INDUSTRYWhat about shopper marketing keeps you up at night?How to keep our clients ahead of a pace of change that seems to be getting exponentially faster.Are you an omnichannel shopper?I’m definitely a multichannel shopper in certain categories, but I think “omnichannel” really best applies to communication rather than shopping.What are your impressions of mobile payment?The old mousetrap will stay in place until someone creates a system that has the ubiquity and simplicity of the credit card.Will you get an Apple watch?I won’t because I think there will be more and better wearables very soon.In what areas do your CPG and retailer clients need the most help?Technology.What motivates you most in your current position?I love the fact that creativity is, now more than ever, the most powerful force in business.Where do you turn for daily creative inspiration?I try to balance the business and technical input I get through newsfeeds, conferences and my colleagues with the creative input I get from outside such as Chicago Shakespeare Theater, my painting, fiction novels, movies and TV.What’s your vision of retail in 5-10 years?I truly think it will be almost unrecognizable in 10 years. E-commerce will become a common transactional hub in more categories and therefore physical retail will have to morph into a central part of community life.And shopper marketing in 5-10 years?It will have to be radically different – woven into the fabric of our lives in a way that helps, inspires, entertains, educates and empowers the shopper.

n Craig Elston, Executive Vice President, Insight & Strategy Elston oversees Inte-ger’s insights and strat-egy team as well as its media team.

n Frank Maher, COO and Group President, Midwest Maher leads the Des Moines office, oversee-ing client relationships and growth, as well as maintaining operations across the Integer net-work.

nXan McNelly, Executive Vice President, Chief Integration and Strategy Officer McNelly creates brand and shopper experiences across of-fline and online touchpoints.

n Michael Rivera, Executive Creative Director Rivera has more than 20 years of experi-ence in digital, brand and shopper marketing and leads Integer’s creative department in the Midwest.

n Nicole Souza, Senior Vice President, Network Business Development Souza leads network business development efforts focused on growth across Inte-ger’s U.S. offices.

n Mike Sweeney, CEO Sweeney oversees the management of mul-tiple agencies in the Integer network that includes more than 1,200 associates globally.

INTERACTIONSnNicole LeMaire,

Vice President of Sales and Operations LeMaire oversees more than 30 retailer accounts and countless CPG clients with help from 85 full-time employees.

LLABSTOREn Jon Bird, Managing

Director, Labstore Global Based in New York, Bird oversees Labstore in 21 locations across the globe. Labstore is Y&R’s world-wide retail and shopper marketing net-work, and ultimately part of WPP.

nTim O’Sullivan, Managing Director, Labstore North America Based in Miami, O’Sullivan leads Labstore for the U.S. and Canada. He also over-sees shopper marketing for U.S. Hispanic agency Bravo.

LUNCHBOXn Jay Mathew, Senior Vice President,

General Manager

n Adam Roe, President

n Kevin Weisberg, Chief Marketing Officer

MTHE MARKETING ARMn Mike Paley, Senior Vice

President, Shopper Marketing & Experiential Based in Dallas, Paley is responsible for defining and creating shopper and experiential strategies across the agency’s client base.

MARKETING LABn Rich Butwinick, Owner

Butwinick has more than 20 years of experience in shopper marketing, retail marketing and promotions for leading manufacturers such as Procter & Gamble, Land O’ Lakes, Viking Range, Delta Faucets, Western Union and McKee Foods.

n Chris Haas, Creative Director Haas joined the agency in 2008 and has used the previous decade’s experi-ence in retail advertising to form key partnerships with retailers.

n Mark Lenss, Senior Vice President, Managing DirectorLenss has more than 25 years of experi-ence in marketing, with an emphasis on consumer promotions for both large and small brands.

n Kate Mendel, Account Director Mendel manages the Western Union account including the retail and CRM teams.

n Katie Seleski, Account Director Seleski, who has been working in shopper mar-keting on both the client and agency sides for the past 15 years, manages iconic brands such as Land O’Lakes, Honeywell and P&G.

n John Tieszen, Vice President, Managing Director Tieszen has more than 25 years of marketing and promotion experience on both the agency and client sides.

MARKETING WERKSn Lisa Fasana, Vice

President, Account Management Fasana leads account man-agement of the agency’s consumer products and services clients, and brings 14 years of experience managing integrated market-ing programs.

n Holly Meloy, Senior Vice President, Account Management Meloy leads account man-agement of the agency’s CPG and retailer clients, and brings 17 years of experience in shop-per marketing, digital and retail activation, and product launches.

n Jim Norred, President Norred leverages his 25 years of experience in sales, shopper marketing and technology with his deep retailer knowledge in leading the agency to deliver integrated engagement marketing solutions that in-fluence consumer and shopper behavior.

MARKETVISIONn Yvonne “Bonnie” Garcia,

Founder & CEO Garcia founded Market-Vision after 10 years of directing marketing efforts at Coca-Cola.

n Frenchie Guajardo, Executive Vice President, Marketing Development Guajardo leads the market-ing development group where consumer and shopper insights, behaviors and needs intersect with brand opportunities.

THE MARS AGENCYn Ken Barnett,

Global CEO As a seasoned agency leader with more than three decades of broad ex-perience in marketing and advertising, Barnett oversees an agency-wide culture of professional growth and client-service excellence.

14

15

n Jake Berry, Senior Vice President, General Manager and Health & Wellness Group Lead Having led several key client relationships in the past 14 years, Berry currently manages the Campbell Soup Co., Pepperidge Farm and Pfizer businesses. He also leads the agency’s health and wellness group.

nSue Golden, Senior Vice President, General Manager and Consumables Group Lead Golden currently oversees the Colgate-Palmolive, Tom’s of Maine and Chobani businesses. She also leads the agency’s consumables group.

n Ethan Goodman, Vice President, Digital & Innovation A nationally renowned marketing strategist with deep expertise in digital and shopper marketing, Goodman leads the agency’s digital and innovation team that develops and implements digital strategies as well as game-changing technologies that influence the path to purchase.

nGreg Iszler, Senior Vice President, Strategic Planning Leveraging 20-plus years of brand, digital and shopper planning expertise, Iszler’s team focuses on the holistic customer ex-perience ensuring a unique level of clarity around shopper-centered opportunities.

nDerek Joynt, Senior Vice President, General Manager A senior marketing execu-tive with a proven track record of outstanding business results, Joynt leads the Cargill, Chattem, Sun Products and Gannett busi-nesses.

n Steve Nottingham, Senior Vice President, General Manager and Emerging Technology & Media Group Lead Nottingham oversees the Walmart and T-Mobile businesses across the agency’s entire network and leads the emerging technology and media group.

n Allan Peretz, Senior Vice President, General Manager, Retail Marketing Group A classically trained and award-winning marketer, Peretz leads the agency’s retail marketing group – a team of expert shopper mar-keting practitioners focused on building brand experiences at key retailers.

nRob Rivenburgh, Partner, Chief Operating Officer With 25 years of experi-ence in shopper and con-sumer marketing, Riven-burgh leads an international agency net-work that consistently delivers engaging and impactful brand experiences for its Fortune 500 client portfolio.

nJeff Stocker, Chief Creative Officer Stocker is charged with overseeing all of the agency’s creative leader-ship teams.

MATCH MARKETING GROUPn Bradford Bryen,

Executive Vice President, Marketing Bryen has 20 years of ex-perience in shopper and integrated marketing in a diverse range of channels and categories.

n Liz Crawford, Senior Vice President, Strategy & Insights, Shoplab Crawford has more than 20 years of experience in mar-keting, first as a brand manager and more recently as a shopper marketing strategist.

n Michael Dill, Managing PartnerDill, who has more than 15 years of ex-perience in shopper marketing and con-sumer marketing, leads the U.S. agency for Match.

n Brett Farren, President & CEO Farren has focused on end-to-end solutions for the path to purchase, inte-grating insights, strategy, promotion, digital, experiential, sales and retail services.

nPerry Miele, Chairman Miele has more than 20 years of experience in the advertising and marketing industry.

nClare Rappaport, Executive Vice President, Group Account Director Rappaport has 20 years of agency experience, lead-ing teams and building best-in-class shopper capability both at the agency and in partnership with the Match MG client base.

MOMENTUM WORLDWIDEnShaun Brown,

Vice President, Global Account Director Brown leads Momentum’s global Coca-Cola brand experience business across shopper and event disciplines.

nJulie Clark, Creative Director Clark has focused her work on the CPG and beverage categories, specializing in the shopper marketing discipline.

n Matt Denten, Senior Vice President, Executive Creative Director, Midwest Denten is a collaborative leader with a passion for relevant creative excellence.

FCB/RED: CURT MUNK, Senior Vice President, Group Planning Director

16

“Curt is one of the most talented planning leaders in the business – period.”

Tina Manikas, President, FCB/REDPhotos by Brian Morrison

THE WORLD ACCORDING TO ...Who’s your favorite author?John Irving.What’s your favorite movie?“The Big Lebowski” and anything directed by Wes Anderson or Terrence Malick.What’s your favorite news outlet?BBCWhat’s your favorite kind of music?I’m currently going through a Delta Blues phase.What’s your favorite recreational activity?I’m happiest when I’m on my bike.Who are the three people in history you’d most like to meet?My fraternal great-grandfather, Dr. M.L. King and Moe from “The Three Stooges.”What historical period interests you most and why?The cultural and civic transformations of the late 1960s and early 1970s fascinate me. It was an era that launched consumer culture.What is your primary skillset?Discovering consumer behavior and changing it, if necessary, to the benefit of our clients, their retail customers and the overall shopping experience.What skills are you working to improve right now?Leadership and social media applications for the retail industry.

FROM THE HEARTLANDWhere did you grow up?Salina, Kansas.What were your favorite activities?Cycling and photography.What did you want to be when you grew up?A veterinarian.What activities did you participate in during high school?Debate tournaments, football and marching band.What colleges did you attend/degrees did you earn?Kansas State University/B.S., Business Administration Wichita State University/ MBA, MarketingWhat was the most important thing you learned?My limits.

FCB/RED: CURT MUNK, Senior Vice President, Group Planning Director

17

n Kevin Gosselin, Vice President, Group Creative Director Gosselin is the cre-ative lead for shop-per marketing across Coca-Cola, Glaceau and many of their customers.

nJeff Gould, Vice President, Creative Director Gould has 17-plus years of CPG experi-ence in categories ranging from food and beverage to small appliances and office products.

nElena Klau, Senior Vice President, Director, Strategy and Insights Klau unites all agency talent across strategy, measurement and analytics as one seamless North American center of excellence, sharing insights and resources for the improvement of all client business, as well as the agency’s growth.

n Laura Moser, Senior Vice President, Shopper Marketing Moser is responsible for leading and further building Momentum’s shopper marketing practice across all North American CPG and retail clients, fortifying the agency’s leadership in understanding and adding value to the shopper experience for brands and people.

n Jennifer Olliges, Vice President, Director of Business Leadership Olliges is a key mem-ber of the agency’s global shopper mar-keting practice group, with more than 15 years of CPG experience in the areas of strategic planning, consumer promotions, with a passion for inno-vation in shopper marketing.

SHOP TALKWhen did you first hear the term “shopper marketing?”In Bentonville in 1998, I remember it like it was yesterday. Walmart’s CMO at the time, Paul Higham, was talking about how they approached integrated marketing and he used P&G’s term for what was then considered “in-store communications.”How do you define it today?Any communication that surrounds a consumer’s desire to buy – or not to buy.What about it keeps you up at night?Amazon – fearless innovation is changing the way we shop and buy.Are you an omnichannel shopper?Absolutely. It is our future.What is your preferred method of shopping?In-store – with a phone in my hand, of course.In what capacity are beacons on your radar?We’re currently engaged in tests on behalf of clients and we’re thrilled about the potentially huge benefit they represent for shoppers, brands and retailers.In what areas do your CPG clients need the most help?Generating truly fresh ideas that inspire shoppers and retail customers.What about your retailer clients?Many more requests for full collaboration with suppliers and agencies for exclusive shopper solutions.What’s your vision of retail in the next 5-10 years?Individual categories are likely going to evolve at different speeds because technology will change how we purchase across the store.And shopper marketing in 5-10 years?Our model of full integration between shopper and brand agency will become mainstream.

n Donnalyn Smith, Executive Vice President, Regional Director, NA Smith leads five offices across the country and nearly 1,000 employees.

n Adrian Velazquez, Vice President, Shopper Strategy Velazquez is the lead shopper strategist at Momentum Worldwide.

MOOSYLVANIAn Norty Cohen, CEO

Cohen founded the agency in 2003 with a focus on motivating consumer behavior.

n Nick Foppe, COO Foppe has spent more than 20 years work-ing on the brand and agency sides, includ-ing Michelob, O’Doul’s and Pabst.

NNSIGHT CONNECTn Jennifer Butcher,

Vice President, Account Director Butcher leads the L.A. office and has more than 15 years of stra-tegic marketing experience across brand development, public relations, national consumer promotions, digi-tal and shopper marketing.

n Adam Celing, Creative DirectorCeling leads Nsight’s creative team in Minneapolis. He has several years ex-perience developing strategic creative solutions for brands across multiple re-tail channels for a diverse set of clients.

n Charley Ciresi, Vice President, Client Services Ciresi is a key account lead in Minneapolis where he works to connect national brand strategies to retailer and consumer objectives and convert shoppers into buyers.

18

nValentina Tudose, Regional Director, Shopper Communications, Asia Based in Hong Kong, Tu-dose is responsible for Red Fuse’s shopper marketing efforts across the entire Asia region.

nBecky Turner, Regional Director, Shopper Communications, EuropeParis-based Turner is responsible for the agency’s shopper marketing efforts throughout Europe. She joined Red Fuse in January 2015.

SSAATCHI & SAATCHI XnJim Cartwright,

Executive Vice President, Managing Director Cartwright leads the agen-cy’s Northwest Arkansas office and works directly with P&G’s Walmart global customer team on programs for Walmart stores and Sam’s Club locations across North America.

nEllis Collins, Senior Vice President, Production Services With more than two de-cades of experience in logistics, custom product engineering, sales and marketing man-agement, Collins oversees all aspects of North American project management, prototyping, production management, media/promotions, digital execution and pre-media.

nChristopher Gray, Vice President, Shopper Psychology Gray delves deep into the minds of consumers to un-derstand the motivations and influences that shape their shopping behavior.

n Jessica Hendrix, Senior Vice President, Account Lead An outstanding business leader with strong stra-tegic capabilities in both creativity and analytics, Hendrix brings unique talents and discipline to her posi-tion at the agency’s Northwest Arkansas office.

n Dina Howell, Worldwide CEO Howell continues to be a driving force behind the evolution and widespread adoption of shopper mar-keting. Her present focus is on growing the agency’s North American operations while collaborating on shopper market-ing with the 130 offices around the world.

nBrett Stover, Executive Vice President, Strategy & Insights Officer A global executive leader and international strategic shopper marketer proven to translate insights into business growth, Stover is one of the world’s acknowl-edged authorities in omnichannel shop-per marketing and insight identification and application.

nDoug Van Andel, Executive Creative Director Van Andel has developed strong credentials in the ar-eas of digital, experiential, promotional and traditional marketing during his 25-plus years in the industry.

n John Yengo, Executive Vice President and Managing Director Yengo has helped build some of the world’s most prestigious brands with his marketing, advertising and branding expertise.

SHOPPER 2 BUYERn Jill DeLelle, Director

DeLelle’s combination of media, shopper marketing and consumer promotions experience provides cli-ents, partner agencies and her team with the optimal, fact-based, touchpoint plans to drive results.

n Ann McGrath, Group Director McGrath leads the agency with a dedicated focus on shoppers.

n DyShaun Muhammad, Vice President, Target Team LeaderMuhammad leads Target guest conver-sion strategy for key Nsight clients.

n Kristi Schon, Vice President, Client ServicesSchon is a true innovator, with years of experience revolutionizing the shopper marketing, digital and promotion indus-tries.

n Alicia (Lish) Smestad, President See profile on page 2.

RRED FUSE COMMUNICATIONSn Kateri Benoit,

Global Director of E-Commerce / E-Shopper Benoit is responsible for e-commerce and digital shopper marketing ef-forts at WPP’s Red Fuse, which creates integrated communications for Colgate-Palmolive’s brands globally.

n Rodger DiPasca, Global Managing Director, Shopper Communications DiPasca leads worldwide shopper marketing for Red Fuse. He is a longtime WPP execu-tive, having previously worked for various agencies within the parent company, in-cluding Bates, Grey, Geometry and Y&R. 

n Teigan Henry, Regional Supervisor, Shopper Communications, Latin AmericaHenry joined Red Fuse in September 2014 and is responsible for shopper market-ing communications throughout Latin America.

nDarcy McNair, Shopper Marketing Creative Director, North America McNair oversees all shop-per creative for North America, including in-store, digital, pack-aging and promotional components.

19

n Fatima Winfrey, Senior Manager Fatima leads the in-store paid media team creating strong supplier partner-ships, optimal pricing and results analytics to drive highest possible ROI for advertisers.

SHOPTOLOGYn Charlie Anderson,

CEO In 1999, Anderson joined Andy Murray (now a Walmart SVP) in starting an agency called Thompson-Murray that focused on a discipline later to become known as shopper marketing. That startup became Saatchi & Saatchi X in 2004 and Anderson was its North Ameri-can CEO before launching Shoptology in 2013.

n Dino de Leon, Senior Vice President, Head of Creative De Leon applies nearly 20 years of diverse experience to creating innovations in the shopper space.

nKen Madden, Senior Vice President, Head of Engagement Madden is a sought-after industry speaker and thought-leader on analyt-ics and shopper technology platforms.

n Julie Quick, Senior Vice President, Head of Insights & Strategy Quick is passionately curious about what drives shop-pers to purchase and what bonds them to brands for the long term.

n Jennifer Tinker, Group Account Director Tinker leads strategic agency partnerships with clients such as Walmart, PepsiCo, LG Electronics and others.

TTHEORY HOUSEn Jim Cusson, President

Cusson leads the retail marketing agency that supports mid-size retailers and brands such as Food Lion, The Fresh Market, Liq-uid Wrench, Zyliss and GUNK with brand-ing, in-store design and activation. 

nJared Meisel, Managing Partner, Shopper Marketing Meisel helps clients create digital and physical experi-ences that connect with shoppers in relevant, profitable ways.

TPNnManolo Almagro,

Managing Director, Digital and Retail Technologies With a digital background spanning 15 years, Al-magro leads TPN’s digital and retail technologies practice out of Austin, Texas – cultivating tools and capabilities across platforms to ensure the agency is deliver-ing commerce with imagination.

n Sarah Cunningham, Senior Managing Director, Client Service & Development See profile on page 10.

n Tracy Faloon, Chief Officer of Integration Faloon leads the global in-tegration efforts, ensuring synergies and maximizing efficiencies across the TPN network.

nRich Feitler, President and Chief Operating Officer Feitler oversees global operations and growth strategies.

n Molly Hop, Vice President, Emerging Media & Commerce Hop serves as a leading voice of the agency’s growing digital-plus-retail technology team.

n Amy Lanzi, Managing Director, New York Lanzi leads TPN’s New York office along with several of the agency’s retail market-ing client businesses.

nSharon Love, Chief Executive Officer Under Love’s leadership, TPN has grown from 20 employees in one office to more than 300 employees in 10 offices throughout the world.

nJohn Meyer, Managing Director, Bentonville Meyer leads TPN’s Benton-ville team and office, spe-cializing in Walmart and Sam’s Club business strategy and retail activation.

nChristy O’Pella, Senior Managing Director, Client Service and Development O’Pella leads the Dallas office and several of TPN’s largest client businesses.

n Nancy Shamberg, Managing Director, Shopper Marketing In addition to leading TPN’s San Francisco office, Sham-berg is responsible for the agency’s shopper marketing practice.

TRACYLOCKEnMichael Bartlett,

Executive Client Service Director Bartlett currently oversees the PepsiCo business at TracyLocke, which includes the shopper marketing team.

n Hugh Boyle, CEO See profile on page 6.

n Shaun Coulter, General ManagerCoulter, in this business because he loves ideas and the culture of strategic creativity, believes in building brands and businesses.

GEOMETRY GLOBAL: SOCHE PICARD, Executive Vice President, Managing Director; Team Lead for Team Unilever Shopper

20

“ Soche’s desire for Unilever to win and make a difference is embodied in her competitive winning spirit – we are privileged to have her working on our business.”

Kevin Flagg, Senior Director, Shopper Marketing, Unilever

Top photo by Steve Hockstein

SHE’S WITH THE BANDWhat’s your favorite TV show?“The Americans,” “House of Cards,” “Orange is the New Black,” “Masters of Sex,” and “Ray Donovan” … to name just a few. Who’s your favorite author?David Sedaris.What’s your favorite news outlet?“The Daily Show” with Jon Stewart.What’s your favorite kind of music?I’m a Joni Mitchell and Joan Armatrading superfan, and, as the daughter of hippies, I’m a bit of a classic rock history buff.What’s your favorite recreational activity?Yoga.What about you might people be surprised to learn?That I’ve had the band Journey over for dinner. I have also lived in a tree house. Who are the three people in history you’d most like to meet?Henri Matisse, Gertrude Vanderbilt, Janis Joplin.

A BORN LEADERWhere did you grow up?I was a bi-coastal kid, splitting my years between Darien, Connecticut, and the Bay Area.What were your favorite activities?I played field hockey, basketball and lacrosse.What stands out most about your childhood?Being raised by a dynamic, problem-solving, beautiful, strong single mother.Did you excel in any extracurricular activities in high school?Yes, I was a three-sport varsity athlete and captain of all three teams. What degree did you earn and from where?A B.A. in French and Fine Arts from St. Lawrence University in Canton, New York.

21

nMike Lovegrove, President and Chief Creative Officer Lovegrove has over-seen the Pepsi busi-ness for more than five years and the Samsung business for two. He is also the architect of TracyL-ocke’s “Buy Design” methodology.

nTyler Murray, Vice President, Strategy Murray has worked with innovative thought-leaders on accounts such as PepsiCo, Anheuser-Busch, P&G and others.

nJay Verna, Client Leader With more than 15 years of experience building brands with an emphasis on shop-per marketing in the U.S. and interna-tional markets, Verna has worked in partnership with PepsiCo, Pfizer, Dick’s Sporting Goods and others to create ideas that win in the omnichannel retail landscape.

n Maria Zanghetti, Vice President, General ManagerZanghetti has 20-plus years of re-tail marketing experience and has worked across a multitude of brands and categories, including fashion, me-dia, electronics and top CPG brands such as Pepsi, Frito-Lay, Gatorade and Anheuser-Busch Inbev.

TWINOAKSn Brianne Brannan, Vice President,

Client Services

n Cameron Clement, Vice President, Executive Creative Director

n Steve DeVore, General Manager

n Tracie McKee, Vice President, Client Services

n Maureen O’Hare, Vice President, Business Development

n Jason Stewart, Creative Director

LIVING THE DREAMWhat is your primary skillset?Problem-solving.What skills are you working to improve upon?Managing expectations.What’s your definition of “shopper marketing?”Creating seamless brand and category experiences that are meaningful and motivating, and drive to purchase.What about it keeps you up at night?Convincing brands that it’s as powerful – if not more – a part of their marketing mix as advertising.Are you an omnichannel shopper?You better believe it.Are beacons on your radar?We have daily debates around beacons – I think they’ll quickly go the way of the QR code.In what areas do your CPG clients need the most help?Measurement and loyalty.What about your retailer clients?That really depends on the retailer.Where do you turn for daily creative inspiration?In-store. It’s way too easy to get caught up in the chaos of the day and not make time for the most important part of our jobs – getting in-store. I try and get out every day.What’s your vision of retail in the next 5-10 years?As a shopper, I’m excited about how technology will continue to break down the silos of the purchase-decision journey – but as a marketer, it terrifies me. It means that we need to be super nimble and predictive. It is and will continue to change the entire game.And shopper marketing in 5-10 years?There will be no “shopper marketing” – it will just be marketing. Omnichannel strategy will eliminate the current definitions of marketing and we’ll need to be channel-agnostic to be successful.

UUPSHOTn Lisa Hurst,

Senior Vice President, Account Management, Shopper Marketing Lead Hurst spearheads Upshot’s shopper marketing, bring-ing expertise and thought-leadership around shopper insights, strategies and experiences.

nBrian Kristofek, President & CEO Kristofek has believed in the power of shop-per marketing right from the start, working with pioneers like Procter & Gamble.

nBrian Priest, Senior Vice President, Creative Services, Creative Shopper Marketing Lead Priest creates orches-trated communications and intui-tive experiences that deliver on the demands of today’s omnipresent shopper.

nMary Van De Walle, Vice President, Strategic Planning Van De Walle believes the secret to great shopper marketing lies in understanding the omnipresent shopper’s motivations, expectations and behaviors.

© Copyright 2015. Path to Purchase Institute, Inc., Chicago, Illinois U.S.A. All rights reserved under both international and Pan-American copyright conventions. No reproduction of any part of this material may be made without the prior written consent of the copyright holder. Any copyright infringement will be prosecuted to the fullest extent of the law.