As seen in

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.

IN SHOPPER MARKETINGAGENCIES

SHOPTOLOGY: JULIE QUICK, SVP & Head of Insights and Strategy

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ulie Quick likes to practice the age-old method of speaking to folks face to face. “There’s just such a tangibleness of talk-ing to real people about how they shop,” says Quick, senior vice president and head of insights and strategy at Shoptol-

ogy, calling in from a Target store. “I’d miss it terribly if I didn’t get a chance to do it.

“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, interesting, hard-working people who bought their products, I’m convinced they’d all create better, more impassioned solutions. Plus, they’d get more loyalty in the process.”

Quick helped start Shoptology in 2013 after eight years at Saatchi & Saatchi X, and she counts the ex-perience as one of her proudest professional achieve-ments. As a major stakeholder, she says what keeps her up at night isn’t worries but opportunities, especially since she is most excited about new ways to work.

Experimentation makes sense, according to Quick, rather than placing bets on one pitch. With all of today’s new media tools, shopper marketers should come up with more than one or two ideas for projects, she says. “The digital world we live in is offering some very rapid ways to iterate,” says Quick. “Rather than spend-ing months and years on one idea and hoping, why aren’t we field-ing three or four or 10 ideas in a really rapid way and watching

Photo by Rex Curry

how consumers respond?“That’s one of the game-changers potentially for shopper market-

ing. How we become more experimental, how we act like startups do in the digital space of experimenting with a lot of propositions to figure out what fits.”

This fits into Quick’s belief that now is the most creative time

in shopper marketing’s history. New tools, shifting demographics, changing client needs, etc., keep shopper marketers on their toes like never before. For instance, both her retailer and CPG clients need help navigating the omnichannel landscape. “Shoppers have more choices,” says Quick, who keeps an iPad next to her bed for middle-of-the-night scribbling. “CPGs are adjusting to new defi-nitions of ‘shelf ’ and rethinking business models that were built almost exclusively on physical ideas like space and displays. Retail-ers are looking at new competition and realizing it takes more than low prices and in-stocks to succeed.”

“ Our conversations are becoming less about digital/physical or in-store/out-of-store. Those terms are artificial compartments created by marketers, and they don’t reflect the fluid way shoppers shop.”

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AALCONEnJoel Chestler,

Senior Vice President, Client Engagement Chestler has more than 20 years of shopper marketing experience on both the client and agency sides of the business. He currently leads the client engagement teams for some of Alcone’s key CPG and spirits businesses.

nMonica Simoneaux, Senior Vice President, Client Engagement Simoneaux is responsible for integrating shopper marketing strategies as part of a national client’s overall activation effort.

nTeal Williams, Senior Vice President, Managing Director Williams brings nearly 20 years of shopper market-ing experience to her cli-ents through brand activation ideas that drive in-store consumer engagement and generate sales results. She currently leads the agency’s East Coast office.

ANTHEMnOtto Hektor,

Vice President, Brand Development, Americas With decades of experi-ence in the shopper space, Hektor brings valuable perspectives from both the retailer and marketing sides of the business across traditional and digital channels.

nKatie 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 capability and leads Anthem’s Atlanta and Chicago offices.

Quick believes that if online shop-ping were going to kill brick-and-mortar stores, it would have happened by now. Human nature is blocking the takeover, and she says shopper marketers should settle into prioritizing the in-store envi-ronment.

“We’re fortunate that digital and physi-cal expertise have been part of Shoptol-ogy’s DNA from day one,” she says. “But even so, our conversations are becoming less about digital/physical or in-store/out-of-store. Those terms are artificial compartments created by marketers, and they don’t reflect the fluid way shoppers shop. I think everyone will soon join us in thinking more ‘omni,’ focusing more on the totality of the experience rather than the medium that delivered it.”

The fresh methods and tactics needed today are also changing the way agen-cies are defining success, as well as the way agencies should be judged by clients. Sales increases are only one barometer for an agency to self-evaluate, Quick says. Building a bond with shoppers is also crucial. She says Shoptology wants to give shoppers an ongoing reason to buy by revealing a benefit that’s relevant and lasting even after the campaign ends. Be-cause shopper marketing is a large part of many brands’ total spend, Quick says, it should build sales and strengthen brand equity.

Similarly, she says, when clients are searching for an agency the bar for the right fit is changing. “I used to say ‘track record,’ but in a market where the future barely resembles the past, that’s not as relevant anymore,” she says. “Now I say look for agencies that are helping invent the future of shopping. They should be talking with you not about what the mar-ketplace is, but what it could be.

“Your agency should be bringing you new ideas that you didn’t even ask for – things that go way beyond the brief. This is the most creative time in shopper marketing’s history, and that should seep through your agency’s pores.”

ARC WORLDWIDEnLilia Arroyo-Flores,

Senior Vice President, Planning Director Arroyo-Flores is a planning and strategy expert. She currently leads more than 23 brands and five customer teams on the P&G business, as well as Alcon and Walmart.

n Brad Black, Senior Vice President, Global Account Director and Business Development Lead Black has 20-plus years’ ex-perience spanning brand marketing, general advertising, digital, social, shopper, retail, e-commerce and events. He has delivered award-winning work on Coca-Cola, Alcon and General Motors.

nJenny Cacioppo, Executive Vice President, Business Director Cacioppo oversees the Mc-Donald’s, Intel and Sprint businesses and leads key growth initiatives for the agency. She has a strong background in all things brand, retail, digital, content and activation and has a relentless passion for great ideas that connect people to brands.

nApril Carlisle, Senior Vice President, Global Shopper Marketing Carlisle has spent 25-plus years working on both the client side and agency side, sharing her expertise in sales and marketing, category management and shopper marketing. Carlisle is currently focused on the P&G, Coca-Cola and 3M businesses.

nChris Emery, Senior Vice President, Account Director With 20 years under his belt, Emery currently works with MillerCoors and Kraft Heinz Co., helping bridge the gap be-tween consumers and shoppers.

nElizabeth Harris, Executive Vice President, Strategy Director Harris directs insights and strategy for brands such as MillerCoors, Intel and Kraft Heinz Co. She has 25-plus years of experi-ence in marketing, with a sharp special-ization on retail, shopper marketing and brand strategy/insights.

nNick Jones, Executive Vice President, Innovation & Growth Jones leads Innovation & Growth and the shopper marketing practice for Arc. He works on accounts including Coca-Cola, MillerCoors, Alcon and 3M. Jones offers 25+ years of expertise in all aspects of marketing – TV, print, direct, experien-tial, promotion and activation, shopper marketing and omnichannel.

nDavid 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. He has 19 years of research experience across a variety of product categories and with noteworthy clients such as P&G, Mc-Donald’s, Samsung and Kellogg’s.

nBob Raidt, Global President Raidt lends his 29 years of expertise to all of Arc’s clients, including multina-tional accounts McDon-ald’s, Samsung, P&G and Coca-Cola. He led Leo Burnett’s McDonald’s global ac-count during McDonald’s unprecedented global growth from 2004 to 2012.

nKaruna Rawal, Executive Vice President, Business Director Rawal boasts 20+ years of experience in brand man-agement, strategy consult-ing, planning and business leading. She lends her expertise to P&G (23 brands and five customer teams), Walmart, Arc’s over-all leadership and Leo Burnett’s planning on the Always and Secret accounts.

A.W. BRAVIS AGENCYnLuke Bradshaw,

Founder, Chief Executive Officer Bradshaw opened A.W. Bravis Agency in 2007 with nearly 15 years of retail marketing experience with the objective to bring a more agile, efficient and inno-vative way of thinking to its clients such as Walmart, Sam’s Club, Diageo North America, Unilever and Tyson.

nAngie Smith, Vice President of Marketing Smith oversees the shop-per marketing, brand building, customer de-velopment and creative teams at A.W. Bravis. She utilizes her agency, retailer and CPG experience to provide marketing leadership grounded in consumer insights and shopper-centric strategies to their clients.

AVID MARKETING GROUPnDeAnna Drapeau,

Managing Partner Whether developing an integrated shopper mar-keting strategy or launch-ing multifaceted digital campaigns, Drapeau and her team strive to produce tangible increases in brand visibility that drive customer engagement, sales and increased revenue.

nJonathan Gross, Senior Partner Gross founded Avid in 1986 to perfect the strat-egy and processes that al-lows its clients to promote their brands, engage their customers and increase revenue. He brings a wealth of experience in making sense of the varied marketing tactics available to create a comprehensive, customized and effective program.

BBARD ADVERTISING nBarb Stabno,

Founder and President Stabno brings more than 26 years of experience de-veloping strategic market-ing programs that produce double-digit results for Fortune 500 com-panies. She oversees client engagement, strategy and the management of Bard’s Connect 1-1 Digital Activation Platform.

nTheresa Teal, Operations Director With more than 24 years of experience in strategic planning, account man-agement, insight genera-tion, creative/art direction and operations, Teal manages the development and ex-ecution of integrated shopper marketing programs.

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.

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

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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.

nJeff 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.

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

n Sarah Van Heirseele, Senior 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.

BRAVOnLorena Cuadra, Group

Account Director Cuadra, a bilingual shopper marketing business leader, focuses on connecting her client with shoppers through cultural relevance. She currently leads the Unilever multicultural team.

nMonica Duran, Shopper Marketing Director Duran leads Bravo’s shop-per marketing division, placing a multicultural lens to every strategic program. She has strategized, concepted, created and executed award-winning shopper and consumer programs for Fortune 500 brands on a global and domestic scale for 16 years.

nLejanet Herrera, Creative Director Herrera brings more than seven years of experience in shopper marketing, developing programs for the U.S., Hispanic and Latin America mar-kets. She currently leads the multicultural Unilever team in creating platforms that speak to the U.S. Hispanic shopper.

nKimberley McArthur, Group Account Director McArthur is a bilingual/bicultural integrated mar-keting maven with deep expertise in engaging diverse and cross-cultural communities. She currently leads the General Mills busi-ness.

nMarcos Moure, Group Creative Director Moure is Bravo’s creative lead across the full portfo-lio. His strategic approach, creative brilliance, multicul-tural sensitivity and contagious passion infuse Bravo’s multicultural shopper mar-keting expertise.

nSusana Santacoloma, Account Director Santacoloma has delivered shopper and consumer programs for Fortune 500 brands at a global and domestic scale for more than 10 years. A cross-functional business lead for five agency clients, she oversees omnichannel programs from start to finish.

CCATAPULTnSteve Abdo, Senior Vice

President, Grocery & Value Team Leader With more than 20 years of experience in sales, marketing and strategic planning, Abdo leads Catapult’s grocery and value channel team out of Cincinnati.

nHeather Bullington, Senior Vice President, Client Services With nearly two decades of both client and agency side leadership experience, Bullington manages all client teams and customer engagements for the Nashville office.

nScott Caldwell, Senior Vice President, Walmart & Sam’s Club Team Leader A 15-year industry veteran, Caldwell leads the Walmart and Sam’s Club team in Bentonville, man-aging all shopper activities for clients.

nBrian Cohen, Executive Vice President, Group Director and Head of Digital Integration Cohen oversees many of Catapult’s largest integrated relationships, its Digital Integration practice, and is a pioneer in CPG e-commerce. He’s also one of P2PI’s “Distinguished Faculty Members.”

GEOMETRY GLOBAL: CARL HARTMAN, CEO

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Though Hartman is proud of what he learned at Y&R, where he rose to managing partner, he says he’s also able to see now the holes in the old ways. “I remember many times thinking, ‘Well, all I can do is come up with a campaign and I hope it changes people’s minds to turn sales around,’” he recalls. “I wasn’t having an impact on sales. I was having an impact on people’s attitudes about brands. What attracted me to Geometry and this space is that this is about behavior change, about getting people to do things.”

Changing behavior may be much harder, but it’s much more grati-fying. “If you come up with a message and approach to get people to buy a product, everybody’s happy: The consumer’s happy, the client’s happy and the agency’s happy,” Hartman says. “There are many cases in advertising where you can get people to fall in love with a brand and nothing happens, and there are a lot of unhappy people in that equation.”

Hartman says the new media and the shopper marketing and activa-tion landscape has guided his hiring practices. He looks for people who have experience in more than one industry, regardless of their discipline. “If you have only worked in digital, if you’ve only worked in shopper,

hen Carl Hartman entered the world of digital media integration, he brought with him skills and philoso-phy learned from old-school advertising work. He left Young & Rubicam when he saw the digital media writ-

ing on the wall at a McGraw-Hill media summit. Hartman learned all he could about the new touchpoints, then studied shopper mar-keting and activation while working as director of integration for Mediaedge:cia.

“That really opened up the shopper marketing land-scape to understand a couple things: one is the power of the path to purchase, and the second one was how much activity was happening at the retail level and along that path to purchase,” says Hartman, chief executive officer of 2-year-old Geometry Global, a WPP company.

Hartman’s third epiphany when making the tran-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 a category and brand as well as the factors that activate final choices. “It divided the world into: either you’re trying to build demand for a brand or you’re trying to activate that demand,” Hartman says. “That really opened my eyes to the power of activation and how some cat-egories are more activation-driven than others.”

Hartman says the days of merely building a brand are over and that clients are now realizing they need to build their brands and activate brand demand. “This to me feels like the biggest area for growth for the agency landscape as well as the client landscape – to try to un-derstand this area better,” he says.

Photo by Steve Hockstein

“ If you have only worked in digital, if you’ve only worked in shopper, or only worked in media, you are going to be hamstrung by your inability to see in a broader scope.”

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nBrian DeLong, Senior 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.

nDavid Fiore, Executive Vice President, Creative Director As creative leader, Fiore drives the vision for cre-ative ideas that create both emotional connections and inspire actions. He brings more than 20 years of experience across some of America’s best-loved brands.

nHeidi Froseth, Executive Vice President, National Shopper Retail Leader Froseth is the leader of Catapult’s award-winning shopper marketing divi-sion and manages the agency’s retailer-expert teams, with offices in all top mass/grocery/drug headquarter locations.

nJennifer Mathissen, Executive Vice President, Strategy & Analytics Leader Mathissen leads Catapult’s strategy and insights team, where she develops marketing strategies for clients, oversees delivery of client solu-tions, and spearheads the transformation of insights into big ideas.

nDyShaun Muhammad, Vice President, Target and Drug Team Leader With more than 15 years of strategic brand leadership experience in both client and agency roles, Muhammad directs the Target and drug shopper marketing teams.

nBrian Sullivano, Senior Vice President, Group Director Sullivano leads the Chi-cago office and is a mar-keting pioneer with nearly 20 years of experience driving profitable revenue and equity growth across the consumer goods industry.

or only worked in media, you by virtue are going to be hamstrung by your inability to see in a broader scope,” he says. “I tend to look for those who have broad experience but are also comfortable in terms of a vertical discipline as well.”

Hartman says Geometry’s three-agency ancestry is key to its present skill set. G2 was a mixture of direct marketing and shopper marketing, and pure digital and direct media practice. OgilvyAction was more consumer promotion and JWT Ac-tion specialized in field marketing, having co-location with the major retailers and understanding their calendars and prac-tices as well.

“At face value, all of those companies were going to market individually and they were competing with each other, but if you look at the Venn diagram of true strengths the funny thing is they were entirely com-plementary,” Hartman says. “Job one has been trying to bring those three cultures and disciplines together in a meaningful way, which is easier said than done.”

Hartman says guiding “job two” in the initial years of Geometry was his belief that the worst thing agencies can do is forget they are in the client service business. He says he makes sure everyone at Geometry knows that the priority is not what the agency wants but what the client wants.

Geometry counts Unilever, Kimberly-Clark and General Mills among its clients, and Hartman says not only does Geometry work to please its partners, it is trying to increase awareness of the challenges and opportunities facing shopper marketing and activation.

“At the core of everything we do, it’s about mapping out the purchase deci-sion journey, creating pivotal ideas that change behavior and then measuring per-formance,” says Hartman. “Historically, people have looked at the shopper market-ing and activation as base, and I probably did it when I was in advertising – looked down my nose at it. The interesting thing I’ve seen, having spent some time in this space, is that this is one of the most com-plex areas of marketing that exists.

“Advertising has to worry about a con-sumer and a brand. Shopper marketing has to worry about a shopper and a con-sumer, and many times those are differ-ent people, certainly different mindsets. We have to worry about the brand and we also have to worry about the category and retailer. It’s like three-dimensional chess.”

COLANGELOnBen Applebaum,

Executive Creative Director Applebaum is constantly seeking ways to connect a brand’s purpose to pur-chase. He has more than 18 years of mul-tidiscipline experience across a wide array of industries.

nMichael Dillon, Executive Director, Brand Activation & Shopper Marketing Dillon brings his brand activation, promotion and shopper marketing experience from PepsiCo to bear working with clients on solutions that help to maximize impact and ROI.

nAlyse Kramarow, Group Account Director With a deep understand-ing of the coveted female shopper and how to engage with them across the path to purchase, Kramarow delivers insights-driven, integrated shopper pro-grams to exceed clients’ objectives.

nJohn Minnec, President Minnec has spent 20-plus years guiding clients in a strategic understanding of the complete path to purchase, bringing a sharp focus on the integration of retail and digi-tal and making each a seamless extension of the other.

nRyan Murphy, Group Creative Director Murphy oversees the agency’s Luxury practice and serves as creative lead on key businesses that deliver fully integrated solutions starting from the shelf out to maximize sales and motivate shopper decisions.

nJim O’Neill, Managing Director O’Neill has 25 years of proven ability leading in-tegrated marketing efforts that drive purchase for iconic brands including his current remit with Church & Dwight, managing its 10 lead brands that reside within 17 different locations within grocery.

nEdward Wallon, Executive Director, Commercial Strategy Wallon applies his more than 20 years of client-side trade and sales experience along with consumer and shopper in-sights to brand and business planning for several key clients.

COLLABORATIVE MARKETING GROUPnGary Friedlander,

Chief Marketing Officer Friedlander, with more than 20 years of experi-ence, leads the agency’s shopper marketing prac-tice, manages several key accounts and drives the agency’s new-business efforts.

nGarrett Plepel, CEO With more than 25 years of brand management, partnership and shopper marketing experience, Ple-pel is responsible for the overall strategic direction and financial management of Collaborative Marketing Group, as well as leadership of key agency CPG accounts.

CURB CROWSER nDean Forbes, CEO

Forbes’ 25 years of experi-ence fuels his passion for retail and translates to busi-ness and creative solutions that heed results.

nPaul Isakson, Chief Strategy Officer Isakson, a brand-building leader and new addition to Curb Crowser, partners with clients to deliver rel-evant brand experiences at the store level.

nShandra Zurn, Vice President Zurn partners with clients to bring creative strategies to life at retail resulting in both a sell-in and sell-through.

EEASTWEST MARKETING GROUPnJoyce Lu, Vice President,

Strategic Planning Lu leads strategy and insights development as well as market research initiatives, spearheading a wide range of strategic initiatives from consumer- and retail-insights research, brand positioning and identity develop-ment to planning innovative promotional 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.

EDGE MARKETINGnFran Brinkman,

Vice President, Strategic Planning and Insights With 19 years of brand, shopper and digital plan-ning expertise, Brinkman brings valuable perspectives in develop-ing insight-driven, customer-specific retail marketing strategy across the full breadth of the agency service offering.

nMarcella Oglesby, Creative Director Oglesby develops strate-gic, breakthrough creative, specializing in shopper marketing campaigns and consumer engagement.

nMichele Shiroma, Vice President, Client Services Shiroma leads the custom-er excellence team for the agency’s CPG clients, and brings 15 years of experience in shopper marketing, retail activation and product launches.

nAllison Welker, Executive Vice President, General Manager Welker leads this innova-tive shopper agency of 50.

EPSILON-RYANnJanet 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.

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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 com-munications throughout the path to pur-chase to engage shoppers, build brand affinity and drive incremental sales for the agency’s clients.

nKim Finnerty, Senior Vice President, Consumer & Shopper Insights Finnerty leads Epsilon-Ry-an’s insights function and brings more than 20 years of experience in brand consulting, account planning and shopper insights.

nGreg Gage, Account Director Gage leads data-driven, insights-based digital shopper omnichannel strategy, innovation, ana-lytics and education for clients.

nBurr Gavin, Senior Vice President, Strategy and Brand Planning Gavin has worked to un-cover the human truths necessary to drive power-ful integrated communication and adver-tising strategies for more than 20 years.

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

nTim Moore, Group Creative Director Moore leads his team to breakthrough creative ideas that change behavior and build business for his clients.

nLori Murphy, Senior Vice President Murphy has spent her career helping clients navi-gate the constantly chang-ing integrated marketing landscape and understand how a big idea can simultaneously build a brand, drive business for a retailer and motivate shoppers.

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

FFCB/REDnSuzanna Bierwirth,

Senior Vice President, Creative Director Bierwirth manages, men-tors and nurtures talented creative people and deliv-ers memorable, best-in-class consumer and shopper experiences both on and offline.

nTeddy Brown, Executive Creative Director Brown leads all creative teams across clients and ensures all creative solu-tions break through barri-ers 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 decades of award-winning efforts.

nNick Kraska, Director of Digital Products Kraska leads cross-func-tional teams to bring busi-ness ideas to life through digital products that are based on common sense.

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

nTina 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.

nCurt Munk, Senior Vice President, Director of Planning Munk has spent most of his career helping brands be more successful in their interactions with consumers and shoppers. His global activation expertise includes shopper marketing, retail shop design, packaging, promotion and mer-chandising solutions.

nJulie Regimand, Senior Vice President, Director of Production Operations In constant pursuit of in-novation, evolution and best production practice, Regimand leads the print and digital departments and in-house studio, directing quality creative work, evolving ideas and challenging people to work smarter and create better.

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nEric Pakurar, NA Chief Strategic Officer Pakurar oversees strategy and planning teams across all shopper practices, in-cluding retailer strategy, digital shopper, CRM, experience design and content strategy. His specialty is deep integration, aligning disparate disciplines to solve a common business problem.

nSoche Picard, Executive Vice President – Team Unilever Shopper Managing Director – New York Picard has 20-plus years of experience creating holistic, innovative and consolidated brand experiences for consumers and shoppers. Prior to her tenure, she has also held roles at McCann Erickson Worldwide, TracyLocke and Acosta Sales & Marketing.

nCarl Preller, NA Chief Performance Officer Preller is responsible for the agency’s data and analyt-ics capability. Prior to join-ing Geometry, he spent seven years at Kantar Retail and held key roles at companies including L’Oreal and Symphony Technology Group.

nHeidi Schoeneck, Executive Creative Director As the executive creative director for WPP’s team Unilever shopper team, Schoeneck, has been inspiring people to buy for nearly two decades with experi-ence in shopper marketing, consumer promotion, retail design, direct and digital.

GREYnKelly Babcock,

Creative Director Babcock leads and devel-ops creative for shopper platforms.

nKaren Barnaby, Senior Vice President Barnaby leads the Grey Shopper Global and North America businesses.

nCorey Dobbs, Account Supervisor Dobbs manages and over-sees the development of Grey Shopper Global and North America initiatives.

nChristine Jacobson, Director, Shopper Strategy, Research and Planning Jacobson is the agency’s analytical and imaginative shopper strategy lead. Insights are her business.

nChris Kulvik, Retail Strategist Kulvik leverages retailer insights and processes to achieve specific objectives for clients.

nJoe Lampertius, Global CEO, Shopper Marketing Lampertius oversees the agency’s Global Shop-per Practice across four regions, 30 offices and more than 500 professionals.

nLeigh Temple, Account Director Temple leads the develop-ment and implementation of shopper marketing in global campaigns with a passionate focus on integration.

nPeter Viento, Executive Creative Director Viento is the global Shop-per lead on P&G’s Gillette and Venus.

GGEOMETRY GLOBALnJim Carlton, NA

Chief Creative Officer Carlton oversees the agen-cy’s creative product and vision. He joined Geometry earlier this year from Arc Worldwide, where he provided creative leadership on all of the agency’s accounts.

nJustine Greenwald, Executive Creative Director – Field & Experiential Greenwald has spent more than 15 years as a creative director in the ever-evolving world of brand activation. She currently leads a talented team of creatives in the develop-ment of equity-building ideas that drive action to drive conversion.

nCarl Hartman, NA Chief Executive Officer (See profile on page 6)

nLaura Johnston, Executive Creative Director In her role at Geometry Global - Chicago, John-ston oversees the creative product of the Kraft, Mondelez and Waste Management accounts.

nGail Kay, Managing Director Kay has expertise in pro-active problem-solving utilizing a multidisciplinary approach. With more than 27 years in brand activation, she brings a unique understanding that helps link brand and distribution channel insights and shopper behaviors to deliver excep-tional business results for clients.

nScott McCallum, President, Shopper Marketing – North America McCallum is an accom-plished senior executive with extensive client and agency experi-ence 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.

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HHARVEYnSue Baile, Senior

Vice President, Brand Integration Director Baile oversees and directs all agency integration of P&G’s CoverGirl client ser-vices, traffic and production. She is re-sponsible for all upstream strategic shop-per collaborations as well as end-to-end delivery with agency partners, suppliers and customer teams.

nKathy Harvey, Founder and President Harvey launched her agen-cy Harvey in 1986 with the vision of bringing retail brands to life. For the past 30 years, she and her team have helped reinvent the way brands focus their mar-keting efforts, making Harvey one of the industry’s fastest-growing agencies.

nDiane Lonsdale, Executive Vice President, Chief Experience Officer Lonsdale leads all account management, account planning and new busi-ness. She has led the acquisition of several agency clients. She is also responsible for business development, positioning and brand communication.

nJohn Makowski, Senior Vice President and Creative Director Makowski directs and over-sees all creative services for the agency’s roster of award-winning clients. He also leads marketing and video-related services for its new sister production company, Snack Shop.

HMT ASSOCIATESnPatti Conti,

President & CEO With more than 15 years of experience in shopper marketing, promotions and experiential events, Conti has built HMT with a commitment to delivering innovative ideas while infus-ing efficiencies to deliver stellar results.

nRick 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 manages the day-to-day shopper busi-ness for her clients and is responsible for the devel-opment of insights-based strategies that support engaging creative executions of brand, scale and partnership initiatives.

nMichele Huff, Vice President, Client Engagement Huff has dedicated the last nine years to delivering strategically sound shop-per marketing programs for clients such as Kraft and Mondelez International. She specializes in optimizing brand plans to extend equity and deliver shopper solu-tions to regional retailers in an efficient and effective way.

nLisa Norat, Vice President, Client Service After more than eight years in the marketing de-partment of the National Basketball Association, Norat took her “A” game to the CPG arena, where she helped build long-term share growth for some of America’s biggest brands.

nJulie Stephens, Account Director Stephens is a proactive leader and excels in de-veloping and managing cross-functional teams to create highly effective shopper marketing, consumer promotion and partnership/entertainment activation plans.

IIN MARKETING SERVICESnValerie Bernstein,

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

nSean Conciatore, Senior Vice President, Executive Creative Director Conciatore is responsible for strengthening IN’s cre-ative platform and managing the creative services team.

nTodd Engels, Executive Vice President, Managing Director Engels leads client service at IN Marketing and has more than 25 years of ex-perience building brands at leading shop-per marketing and advertising agencies.

nKen Featherston, Executive Vice President, Agency Inspiration In his current role, Feath-erston leads the planning and creative teams, merg-ing his background to inspire the teams to create meaningful shopper connections.

nElizabeth Fogerty, Senior Vice President, Strategic Planning & Analytics (See profile on page 22)

nJill Griffin, President Griffin has led the evolu-tion of IN Marketing from a primarily shopper market-ing practice to a leading omnichannel agency over the past eight years.

PURERED INTEGRATED MARKETING: MICHAEL MINASI, CEO

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munication and content creation, driving efficiency in the marketing execution process and being very instrumental in helping our part-ners reach and connect with their shoppers,” he says.

The agency has a functional-based structure, but with its focus on clients, PureRED’s most senior leaders interact with partners daily. “I think that is part of what makes us different,” he adds. Quality of creative work, responsiveness, resourcefulness and versatility are just a few of the ways to evaluate an agency’s performance, and for Minasi, “it is always about whether or not your agency partner understands your needs, adapts to challenges and supports growth and business performance.”

efore he moved to the agency side of the business, Michael Minasi spent nearly 30 years in retail marketing. As interna-tional advertising director at Toys “R” Us, he was part of the team that launched the brand in Europe, Asia and the Mid-

dle East. “Very challenging, but very rewarding,” he says of that time. In his role as president of marketing at Safeway, he helped develop

the Safeway Club loyalty program, the private-label portfolio of brands such as O Organics and a significant e-commerce business while also helping rebrand the retailer’s “Ingredients for Life” cam-paign. “But what I am most proud of is the team and organization we built,” he says. “Really leading the industry in terms of brand and shopper marketing.”

Switching to the agency side as chief executive of-ficer of Atlanta-based PureRED Integrated Marketing has been his biggest professional challenge. But as he says, his years spent in retail help make the organiza-tion a “uniquely different agency.” He understands the challenges PureRED’s retail clients face: growing share, building shopper loyalty and differentiating brands. Yet, where Minasi was previously focused on his brand’s holistic value proposition, the emphasis now is on “com-

“ Messaging and emotional connections build relationships and brands. It’s all about shopper understanding, personalization, relevance and great content driving connections and motivating shoppers.”

Photo by David Caselli

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nMichael Harris, Executive Vice President, Strategy & Development With more than two de-cades of experience in dozens of categories, working for manu-facturers and retailers in both Europe and the U.S., Harris brings a unique perspec-tive to the art and science of shopper marketing.

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.

nHolly Quinn, Executive Vice President, Operations & Agency ExcellenceQuinn is a senior marketing leader with more than 20 years’ experience in shop-per marketing and retail strategy with extensive experience in client relationship development and operational excellence.

THE INTEGER GROUPnReyna Alishio,

Executive Vice President of Account Leadership Alishio oversees account leadership at Integer’s headquarter office in Den-ver. She focuses on driving results and leading clients into the future. Alishio has more than 20 years’ experience working on a variety of clients including P&G, Kel-logg’s, Mars Inc. and MillerCoors.

nEllen Cook, President, Dallas and Atlanta Cook leads Integer’s Dallas and Atlanta offices includ-ing the Dallas-based Inte-ger Retail Arts Lab (RAL). RAL is a retail-technology-focused think tank where clients explore branding and selling in physical and digital spaces.

PureRED realizing that it was in the business of creating content and that it was compelled to think beyond traditional print and in-store executions was an im-portant evolution. The agency, Minasi says, is building its capabilities around content creation and asset management and being proficient at distributing to all marketing channels in a seamless manner. “Think of it as digitized content and assets ready for any marketing or media platform to reach shoppers,” he says.

That ability to produce, manage and dis-tribute content into all consumer-market-ing channels is where retail clients need the most help. On the CPG side, clients need help understanding retailers and re-tail complexity and speed of execution, Minasi says.

He and his team take a broad view of shopper marketing – any marketing ac-tivity that sits between promotional and brand marketing. “Certainly shopper, but focused and increasingly driven by data and analytics. The executions are both in-store and in digital media,” says Minasi. “And getting more and more retailer-spe-cific and driven.”

One concern he has when it comes to shopper marketing is retailers embracing their role in driving segment and person-alized programs – using their loyalty card and shopper data to partner with CPG marketers at strategic levels. “I believe it starts with empowering marketing and shopper marketing within the retail lead-ership structure,” he says.

Looking to the future, he expects retail-ers to use data and insights to “refine and transform the physical retail environment and to maximize the traditional store in the omnichannel world.” While he con-siders himself an omnichannel shopper, Minasi also admits that he’s definitely immediate-gratification-oriented and still loves the retail shopping experience.

In five to 10 years, he does anticipate shopper marketing being led equally by re-tailers and CPG companies and expects it to be highly segmented and personalized. While Minasi notes that technology and digital media will empower that custom-ization, he still believes “it’s the ‘message,’ not the ‘medium.’ Messaging and emo-tional connections build relationships and brands. It’s all about shopper understand-ing, personalization, relevance and great content driving connections and motivat-ing shoppers to love your brand.”

nMarc Ducnuigeen, President, International Ducnuigeen leads Integer’s network of 20 international offices, overseeing business development initiatives for the global network. He is the “chief client officer” for Integer’s P&G relationship, glob-ally, and also serves as Omnicom’s global leader for the holding company relation-ship with P&G.

nCraig Elston, Executive Vice President, Insight & Strategy Elston oversees Integer’s insight and strategy and media teams. He works with clients to provide key insights into shopper behavior and purchase motiva-tion to ultimately help clients turn shop-pers into buyers.

nFrank Maher, COO and Group President, Midwest Maher leads operations across the Integer network as well as leading Integer’s Des Moines, Iowa, office, overseeing client relationships and growth in the Midwest. He has 25 years of experience in the in-dustry, including positions on both the agency and client side.

nMorgan McAlenney, Executive Vice President, Digitail McAlenney leads Digitail for Integer, which is de-fined as “the convergence of digital and retail at the Intersection of Branding and Selling.” He leads a team of digital experts bringing real-time technol-ogy and digital retail executions to the agency’s clients.

nXan McNelly, Executive Vice President, Chief Integration and Strategy Officer McNelly creates brand and shopper experiences across offline and online touchpoints. She oversees a team of specialists in digital, relationship marketing, PR, social media, media and analytics, and leads the insights and strategy department in Inte-ger’s Des Moines, Iowa, office.

nMichael Rivera, Executive Creative Director Rivera has more than 20 years of experience in digital, brand and shopper marketing and leads Integer’s creative de-partment in the Midwest office, oversee-ing client work for Michelin, Pella Corp., Nationwide and BFGoodrich.

nNicole Souza, Senior Vice President, Network Business Development Souza leads network busi-ness development efforts focused on growth across Integer’s U.S. offices. She has a unique mix of business development, account management, and operations experience working throughout her career with clients such as Microsoft, Kellogg’s, British Airways and Johnson & Johnson.

nMike Sweeney, CEO Sweeney oversees the management of multiple agencies in the Integer network that includes more than 1,200 associ-ates globally. He’s relentlessly focused on the development of great people who deliver world-class thinking and work for Integer’s clients.

INTERACTIONS nKristen Baird,

Senior Director, Insights & Analytics Baird oversees the corpo-rate marketing services, de-livering actionable insights to its partners and enabling strategic de-cisions around how to engage and create meaningful relationships with shoppers.

nNicole LeMaire, Vice President of Sales and Operations LeMaire leads the expe-riential agency division. Through in-store events, sampling, mobile tours, guerilla market-ing, street teams and other experiential marketing tactics, her division showcases retailers, private-label brands and CPGs inside and outside of the retail space.

nShari Robinson, Vice President Robinson is dedicated to in-store demonstration services for a major retail account. She works closely with multiple retailers and brands to en-able their operations and growth strate-gies.

nDeborah Williams, Senior Director Williams leads the sales and operations teams while managing key rela-tionships within the retail and CPG community.

LLABSTORE GLOBALnJon Bird,

Managing Director Based in New York, Bird oversees Labstore in 24 locations across the globe. Labstore is Y&R Group’s worldwide retail and shopper marketing network, and ultimately part of WPP.

LUNCHBOXnLaura Karmarkar,

Vice President, General Manager Karmarkar leads the Lunch-box LA office. Her career spans shopper marketing and brand strategy across agency, client and retail in the U.S. and Asia Pacific. Her passion is partnering with brands to cre-ate engaging content that drives conver-sion.

nJay Mathew, Chief Operating Officer Mathew has more than 20 years of experience in shopper marketing and brand management. He is the leader of the Lunchbox and his teams develop solutions that drive market dis-ruption and business transformation.

nDavid Painter, Vice President, General Manager Painter has a decade of experience in global digital leadership in brand and shopper marketing. He believes forming a true partnership with clients is the only way to unlock success.

MTHE MARKETING ARMnBabette Bevan,

Senior Account Planner With a passion for unearth-ing insights and a deep understanding of shopper behavior, Bevan works with a range of clients to bring to life stra-tegic and breakthrough ideas that inspire action.

nJay Evans, Account Director With more than 13 years of retail experience within PepsiCo, Evans oversees the development of break-through shopper marketing programs that combine the emotional power of iconic brands with insights into core shopper behaviors.

nKelly Gloor, Senior Account Director Kicking off her career at Toys “R” Us, Gloor truly knows shopper marketing from the inside out. She has worked across many categories and brands including Hershey, Dannon, Uni-lever’s Dove and, most recently, the NBTY portfolio.

nEli Saldivar, Digital Shopper Strategy Director Saldivar leads digital shopper strategy for the agency. His passion for technology has made him a pioneer in the digital shopper marketing space for almost 10 years, building multifunctional teams to support a variety of brands.

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MARKETING LABnSarah Brooks,

Account Director Brooks brings nearly 10 years of experience work-ing with major CPG brands. She’s worked across all major retailers and a wide spectrum of cat-egories, and brings extensive shopper mar-keting knowledge and insights into what works best across major retailer accounts.

nRich Butwinick, Owner Butwinick has more than 20 years of experience in shopper marketing, retail marketing and promotions for leading manufacturers such as P&G, Land O’ Lakes and Western Union.

nChris 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.

nMark Lenss, Senior Vice President, Managing Director Lenss has more than 25 years of experience in mar-keting, with an emphasis on consumer promotions for both large and small brands.

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

nScott Mueller, Managing Director Mueller has more than 25 years of experience in integrated marketing and combines a highly devel-oped strategic sense with a good grasp of what works in the real world.

nKatie 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.

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

MARKETING WERKSnHolly Meloy,

Senior Vice President, Managing Director Meloy leads the agency’s CPG and retailer clients, and brings 18 years of experience in shopper marketing, digital and retail activation, and product launches.

nDavid Newman, Chief Insights Officer, Crossmark Newman joined Marketing Werks’ parent company, Crossmark, in September 2015. He helps drive strategy and value. Prior to this role, he was responsible for the sales strategy, category management, shopper marketing and the sales finance teams at Pharmavite and spent more than 16 years at PepsiCo.

THE MARS AGENCYnKen 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.

nJake Berry, Executive Vice President, General Manager and Health & Wellness Group Lead Having led several key client relationships in the past 15 years, Berry currently manages the Campbell Soup Co., Pepperidge Farm and Pfizer businesses. He also leads the agency’s Health & Wellness Group.

nEthan Goodman, Senior Vice President, Shopper Experience Goodman leads a team of strategists, media planners and designers in activating best-in-class omnichannel (online and of-fline) experiences that engage shoppers along the path to purchase and compel them to buy clients’ products at retail.

nGreg Iszler, Executive Vice President, Strategy & Insights 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, Executive Vice President, General Manager A senior marketing execu-tive with a proven track record of outstanding busi-ness results, Joynt leads the Cargill, Chat-tem and Sun Products businesses.

nSteve Nottingham, Executive Vice President, General Manager Nottingham oversees the Walmart and T-Mobile businesses across the entire network of The Mars Agency. Over the last 14 years, he has worked across the agency’s key commercial functions and led many of the largest client engage-ments.

SAATCHI & SAATCHI X: JESSICA HENDRIX, President/CEO

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tion-based organization with the purpose to drive cross-office engagement and scale. Staff has been added to the digital and media team as Hendrix says this is an “important focus for our agency and how we connect with shoppers as we continue to grow.”

It was nine years ago, when Hendrix joined Saatchi, that she first heard the term “shop-per marketing.” At the time, Andy Murray was leading the company and took the time to meet with Hendrix and discuss the dif-ferences between shopper marketing and above-the-line advertising and consumer perceptions versus shopper behavior.

Howell ’s appointment as CEO in 2010 brought her passion for the “First Moment of Truth” from P&G and helped the agency’s focus. “We define shopper marketing,” Hen-drix says, “as any marketing effort, which creates high-motivation, high-facilitation ex-periences for shoppers to change behavior and lead to purchase.”

While the space is constantly evolving and the ways in which to connect with shoppers changes frequently, Hendrix says what remains steady is the way the agency approaches the work. Xers believe that even in unemotional categories, shoppers want to con-nect emotionally and that their motivations are rooted in human truths. If you understand shopper motivations, you can find ways to connect and, thus, impact their behavior to drive purchase. “The places we impact behavior will always change,” she says, “but our approach is foundational and always drives back to emotion. As

essica Hendrix didn’t set out on a pre-determined professional path. Instead, she’s let her passion for problem-solv-ing and building strong relationships

guide her career. This unplanned route has taken Hendrix to her current position as president/chief executive officer of Saatchi & Saatchi X, USA. She took over the reigns last year after Dina Howell retired.

Hendrix joined the company in 2007 and served as senior vice president, account lead-ership, before being named president. She led client partnerships out of the agency’s North-west Arkansas offices and had oversight for the largest portion of Saatchi & Saatchi X’s business units including Procter & Gamble, TracFone Wireless and Coca-Cola Co.

“While taking this role is a huge accom-plishment, it’s also a huge challenge,” she says. Not having been in a traditional man-aging director role before, she faced a bit of a learning curve in running a business end to end. “Learning new things and stretching outside of my comfort zone has been fantastic for growth,” Hendrix adds. “Fortunately, I have a great team that is a tremendous help on the journey.”

Those teammates, or “Xers” as they call themselves, are what keeps her motivated. “Xers have a great attitude, a passion for excellence, a penchant for curiosity and a fierce desire to create transformative work that drives sales for our clients,” she says.

The transition after Howell’s retirement saw the agency move from an office-by-office model with managing directors to a func-

J

Photos by Joshua Duke

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nAllan Peretz, Senior Vice President, General Manager Retail Marketing Group Peretz leads a team of expert shopper marketing practitioners focused on building brand experiences at key retailers. His team spans the U.S., including Minneapolis, Chicago, Oakland and Cincinnati.

nRob Rivenburgh, CEO North America With 25 years of experi-ence in shopper and consumer marketing, Rivenburgh leads an inter-national agency network 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 Mars Agency’s creative leadership teams. Highly knowledgeable in the arena of shopper and consumer marketing, he excels at identifying winning strategies and foster-ing brilliant creative achievements that motivate people to buy.

nElise Wilfinger, Executive Vice President, Corporate Strategy & Brand Officer Wilfinger has more than 20 years of ROI-driven strate-gy, integrated marketing, digital and CRM experience. She oversees corporate strat-egy, corporate marketing, business devel-opment and branding for the agency.

MATCH MARKETING GROUPnLiz Crawford, Senior

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

nMichael Dill, President Dill, who has more than 15 years of experience in shopper marketing and consumer marketing, leads the U.S. agency for Match.

nBrett Farren, CEO Farren has focused on end-to-end solutions for the path to purchase, inte-grating insights, strategy, promotion, digital, experi-ential, 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 Match Marketing’s client base. 

MOMENTUM WORLDWIDEnShaun Brown, Senior

Vice President, CPG & Digital Shopper Lead Brown leads Momentum’s CPG client teams and the agency’s digital shopper marketing. He has more than 20 years of experience leading shopper strategies and customer marketing activations.

nPatty Chandler, Vice President, Director, Business Leadership Chandler leverages more than 25 years of leadership and integrated marketing expertise to deliver compelling strategy, execution and growth to the New York Lottery’s retail and shopper experience.

“ Shoppers don’t think of shopping in a single dimension. They see it as an ecosystem, and they expect retailers to make it easy for them to connect the dots.”

we watch the space evolve, it’s easy to get caught up in the next shiny object. We have to stay the course, even when the tactics change.”

And while she recognizes big data as important, she notes it shouldn’t be used exclusively to drive decisions on how to connect with shoppers. “In some ways, we are losing our ability to also leverage our gut in decision-making,” Hendrix says. “We must remember human truths and emotion impact shopper behavior and can pair well with the data available.”

Continuing to grow at the speed of cli-ents’ growth and keeping great talent are challenges, but Hendrix says Saatchi & Saatchi X has been fortunate to have low attrition rates. “We have a great culture and experience – all while doing great work. We have to continue to create the unique environment that keeps top talent interested and engaged.”

When it comes to evaluating an agen-cy’s performance, she says ROI is only one factor to consider. There’s also Return on Relationship (ROR) and the ability to scale over time plus the fact that long-term relationships can help create effi-ciencies by the agency having a deeper understanding of processes and systems.

Looking ahead, Hendrix expects phys-ical stores to still play a role for shoppers but says retailers must flex to shoppers’ needs. There will be times they want to browse and times they want to pre-order and pick up. “It must feel like an ‘and’ to the e-comm and mobile shopping expe-riences,” she explains. “Shoppers don’t think of shopping in a single dimen-sion. They see it as an ecosystem, which works together, and they expect retailers to make it easy for them to connect the dots.”

nJulie Clark, Creative Director With more than 15 years of experience, Clark collabo-rates on shaping strategy and leads the creative development for shopper marketing pro-grams for key brand initiatives.

nJeff Gould, Vice President, Creative Director With more than 18 years of CPG experience, Gould leverages a broad range of expertise to lead his team and provides strategic planning and creative solutions that are relevant across the total shopper journey.

nElena Klau, Senior Vice President, Director Strategy and Insights Klau unites all agency tal-ent across strategy, mea-surement and analytics as one seamless North American center of excellence. With 10-plus years of market and academic research experience, she has helped pioneer the creation of Mo-mentum’s consumer shopper integration toolset.

nLaura Moser, Senior Vice President, Retail and Shopper Marketing Practice Lead, NA Moser is responsible for leading and further build-ing the agency’s retail and shopper mar-keting practice across all North American retail and clients.

nJennifer Olliges, Vice President, Director of Business Leadership Olliges brings more than 15 years of CPG experience in the areas of strategic planning, shopper marketing and con-sumer promotions. She is a key member of the agency’s global shopper marketing practice group.

nGlen Peden, Vice President, Group Creative Director With more than 20 years’ experience, Peden has led creative leadership and strategy for clients such as Unilever, Bayer Consumer Care and Deutsch brands. He infuses creative thinking with strategy, tap-ping into unique insights alongside core truths to develop innovative campaigns.

nDonnalyn Smith, President, NA Smith leads the company’s North American region and more than 900 talented employees. Under her lead-ership, the agency has seen double-digit growth, brought in high-profile creative and business leadership talent, developed unique analytics tools, and commissioned research to define purchase drivers and brand love.

nAdrian Velazquez, Vice President, Shopper Strategy Velazquez is lead shopper strategist. An accomplished consultant in shopper mar-keting strategy and commercial capability building, he is known for instilling his pas-sion for business analytics into all aspects of sales and marketing – from strategy to execution.

MOOSYLVANIAnNorty Cohen, CEO

Cohen founded the agen-cy in 2003 with a focus on motivating consumer behavior.

nNick Foppe, COO Foppe has spent more than 20 years working on the brand and agency sides, including Michelob, O’Doul’s and Pabst.

MOSAIC SHOPPERnPaul Ballew, Senior

Vice President, Client Growth Strategy, Mosaic Shopper Ballew leads services in-tegration for the agency. As a 20-year veteran marketing and sales strategist, he has extensive experience guiding clients through the complexities of the retail landscape.

nCora Brady, Vice President, Strategy & Client Service, Mosaic Digital Brady leads the digital services for Mosaic North America. She helps brands and retail-ers navigate the rapidly changing retail landscape with digital shopper market-ing solutions that are designed to drive purchase.

nKristen Buss, Vice President, Mosaic Shopper Buss leads the agency’s strategic planning. With more than 18 years of marketing experience in communication planning, research, analytics and behav-ioral observation, she brings a unique vision and innovative practices to the agency.

nMatthew Diamond, Senior Vice President, Mosaic Canada Diamond has a wealth of knowledge garnered on the client and agency side in his near two decades of experience. He oversees the entire consumer goods portfolio.

nJames Fraser, General Manager, Mosaic Shopper U.S. Fraser leads the strategic direction of the U.S. busi-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 propri-etary output called Purchase Design.

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nChad Grenier, Executive Vice President, Retail Marketing Services, North America Grenier leads all North American retail marketing agency services within Mosaic. With 21 years’ experience in the industry, he coun-sels marketers on how to combat the growing erosion of traditional forms of mass media to reach consumers through nontraditional mediums.

nSusan James, Vice President Client Service, Mosaic Shopper North America James is a proven results-oriented integrated thinker who looks for transformative ways to solve big client challenges. She has played a key role in the development of Mosaic’s proprietary Purchase Design in-sights & strategy model.

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

nWarren Paisley, Vice President, Mosaic Canada Paisley challenges the norm and digs deep into the business rationale behind client objectives, shaping the stra-tegic direction for many of their most suc-cessful programs. He currently leads the Canadian Anheuser-Busch business.

nSheri Pearson, Vice President, Retail Insights & Strategy, Mosaic Shopper Canada Pearson is the strategic lead for shopper mar-keting, innovation planning, shopper insights and promotions for all Mosaic clients, including Johnson & Johnson and Samsung.

NNSIGHT CONNECTnJennifer Butcher,

Vice President, Account Director Butcher leads the Los An-geles office and has more than 15 years of strategic marketing experience across disciplines including brand development, public relations, national consumer promotions, digital and shopper marketing.

nAdam Celing, Creative Director Celing leads Nsight’s cre-ative team in Minneapolis. He has years of experience developing strategic cre-ative solutions for brands across multiple retail channels for a diverse set of clients.

nCharley 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, to help deliver unique and differentiated solutions to clients.

nBill Flanagan, Vice President, Client Services With more than 15 years’ experience, Flanagan manages key client engagements out of Westport, and delivers integrated marketing solutions across the full purchase continuum.

nKristi Schon, Vice President, Client Services Schon leads several large client engagements out of Minneapolis, where her drive for constant innovation has sharp-ened the company’s practices and ap-proaches across core shopper, digital and promotions disciplines.

nAlicia (Lish) Smestad, Executive Vice President, Senior Group Director/President Smestad leads data-driven digital innovation and measurement, along with strategic busi-ness opportunities for clients.

PPURERED INTEGRATED MARKETING n Matt Champion,

Senior Vice President of Strategy and Business Development Joining the agency in Sep-tember 2015, Champion leads PureRED’s business development and sales function. He is responsible for its strategic focus, product development and creating the marketing focus and strategies that help to further differentiate the agency.

nMichael Minasi, CEO (See profile on page 12)

RRED FUSE COMMUNICATIONS nKateri Benoit,

Global Director of eCommerce/eShopper Benoit leads e-commerce and digital shopper mar-keting efforts globally at WPP’s Red Fuse, a “team agency” that creates integrated communications for Colgate-Palmolive’s brands.

nPatrick Daly, Regional Creative Director, Shopper Communications, Asia Based in Hong Kong, Daly is responsible for Red Fuse’s shopper creative across the entire Asia region.

nRodger DiPasca, Global Managing Director, Shopper Communications DiPasca leads all world-wide shopper communica-tions for Red Fuse.

nTeigan Henry, Regional Supervisor, Shopper Communications; Latin America Henry is responsible for shopper marketing com-munications throughout Latin America, liaising with a network of various WPP-owned agency offices.

nDarcy McNair, Creative Director, Shopper Communications; North America McNair ensures seamless integration of shopper creative with consumer marketing chan-nels such as advertising, social media and public relations.

nBecky Turner, Regional Director, Shopper Communications, Europe Turner oversees Red Fuse’s shopper marketing efforts throughout Europe.

ROCKFISHnAnthony Acerra,

Director Digital Strategy Acerra creates relevant, omnichannel shopper experiences that drive category growth. He’s shaped and led digital shopper strategy and innovation for companies including P&G, Unilever and Kroger.

nBill Akins, Senior Vice President, Business Innovations Akins has 20 years of expe-rience working with CPG companies like General Mills, applying big data and digital shop-per marketing solutions, as well as with retailers directly – including leading teams that build mobile retail apps for Walmart and Sam’s Club.

nNate Carney, Senior Vice President, Business Innovations Carney has more than 10 years of brand marketing experience and currently leads digital shopper, omnichannel and e-commerce across several CPG companies for Rockfish, including Kimberly-Clark and Coca-Cola.

nMichael Stich, Chief Innovation Officer Stich leads the P&L, busi-ness innovations and tech-nology teams at Rockfish. As the executive sponsor of clients such as General Mills, Unilever and Mars Inc., he oversees teams that deliver innovative shopper programs and results.

SSAATCHI & SAATCHI X nMauriahh Beezley,

Group Creative Director Leading the creative team out of Northwest Arkansas, Beezley inspires clients and employees alike with her enthusiasm for world-class creative ideas.

nJim Cartwright, Chief Operating Officer Cartwright partners with each agency function to drive operational excel-lence while also driving a strong culture and team environment through random acts of joy.

nChance Chapman, Vice President, Digital & Media Chapman’s entrepreneurial spirit and his desire to drive behavior change where and how it matters to shoppers most is helping change the landscape for shop-pers – one click and tap at a time.

nEllis Collins, Senior Vice President, Production Services Collins leads the produc-tion group to ensure on-time and on-budget executions, which embody the idea of “Nothing Is Impossible.”

nJessica Hendrix, President & CEO (See profile on page 16)

nTed Monnin, Group Creative Director Monnin leads the creative team out of the Cincinnati office and has helped trans-form food photography along with inspiring and engaging in-store experiences.

SHOPPER 2 BUYERnJill DeLelle, Director

DeLelle leads the agency’s path to purchase multi-channel media planning, driving results at the point of sale.

nDominic Forte, Associate Director Forte plans and executes all shopper communica-tions with a strong focus on e-commerce.

nAnn McGrath, Group Director McGrath leads S2B, a communications agency, which creates and optimiz-es media plans that drive improved ROI and sales.

nFatima Winfrey, Director Winfrey heads up the in-store paid media team, creating strong supplier partnerships, optimal pric-ing and results analytics.

SHOPTOLOGYnCharlie Anderson,

CEO Anderson has more than 17 years of shopper mar-keting experience and has led teams in marketing top brands, including P&G, PepsiCo, Walmart and Kroger. His team is focused on build-ing ideas that bond and create organic capabilities around where shopping is headed.

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nDino de Leon, Senior Vice President, Head of Creative De Leon and his team combine ideas and design to make the shopper/user experience easy, appealing and satisfying for some of the world’s biggest brands and retailers.

nKen Madden, Senior Vice President, Head of Engagement Madden has more than 15 years of experience in digital marketing, analyt-ics and strategy. He and his team design and build connected, effective shopper engagements that influence shoppers all along the shopper journey.

nJulie Quick, Senior Vice President, Head of Insights & Strategy (See profile on page 2)

nJennifer Tinker, Group Account Director Tinker leads strategic agen-cy partnerships with cli-ents like Walmart, PepsiCo, Dean Foods and others.

TTHEORY HOUSE nJim Cusson, President

Cusson leads the retail marketing agency that supports midsize retailers and brands such as Food Lion, The Fresh Market and Liquid Wrench with branding, in-store design and activation.

nChristopher Durham, Vice President of Retail Brands Durham publishes My Private Brand, a website focused on the private brand industry and is an author of several books on the subject. He brings close to 20 years of real-world retail experience to Theory House.

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

TPN nManolo Almagro,

Senior Managing Director, Innovation & Retail Technology With a digital background spanning 15 years, Al-magro leads TPN’s retail technologies practice out of Austin, Texas, cultivating partnerships, tools and capabilities across platforms to deliver connected experi-ences and retail solutions for its clients.

nSarah Cunningham, Senior Managing Director, Client Service & Development An industry veteran, Cunningham leads the TPN Chicago office, and is responsible for overseeing both manufacturer and retailer clients. Her knack for building stra-tegic solutions and cross-functional teams helps major brands deliver omnichannel programs that deliver innovative shopper experiences.

nDeb Friedland, Managing Director, Planning & Perspectives Friedland’s passion for understanding the dynam-ics of commerce through the lens of the customer journey helps to drive TPN’s global insights and strategy team.

nColleen Kelly, Vice President, Planning & Perspectives With more than 10 years of marketing experience, Kelly is passionate for cre-ating strategies that build brands. She is driven to deliver experiences that excite consumers and convince shoppers to make the buy happen.

nAmy Lanzi, Managing Director Lanzi leads TPN’s New York office and oversees several of the agency’s retail mar-keting client businesses.

nJohn Meyer, Managing Director Meyer leads TPN’s grow-ing Bentonville team and office, specializing in Walmart and Sam’s Club business strategy and retail activation for clients including Sam’s Club, 3M and The Clorox Co.

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

nChris Rueckert, Group Account Director Rueckert’s 10-plus years of retail and shopper market-ing experience enable her to think strategically when confronted with challenges from clients.

nJoe Scartz, Managing Director, Digital Commerce and Integration New to TPN but not to marketing, Scartz is fo-cused on building a digital commerce practice to enable the agency’s clients to stay ahead of the quickly evolving digital curve.

nNancy Shamberg, Managing Director, Shopper Marketing Shamberg is responsible for the agency’s shopper marketing practice and leads TPN’s San Francisco office.

IN MARKETING SERVICES: ELIZABETH FOGERTY, SVP, STRATEGIC PLANNING AND ANALYTICS

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still a trade, or “trade plus,” as Fogerty puts it. “It’s the conundrum of trade and really being able to drive the distinction in a sales-driven organization,” she says. “And then the measurement piece, really be-ing able to prove this hard financial ROI with clarity and ease. There’s still some work to be done in that space.”

IN Marketing defines shopper marketing as branded experiences

built around the path to purchase, using insights to build stimuli through different types of media to affect behavior and drive pur-chase, Fogerty says. “Our job is to make easier, more meaningful, solutions for the brands we’re promoting. It’s about really under-standing the motivation shoppers need to make choices.”

The company has grown both organically and through acquisition, expanding its scope of service with additional disciplines and build-ing out into a full-service organization, Fogerty says. “People compare us to larger holding companies. That has been a very distinct and deliberate approach in the past year. … It’s about building great, scal-able processes and becoming more agile. Digital capabilities, mobile

hen Elizabeth Fogerty came to IN Marketing Services about a de-cade ago, she brought two decades of wide-ranging experience in marketing, promotion and advertising. She began her career helping to launch the successful coupon machines at ActMedia and moved onward and upward from there. “I’m very proud of how I built a career that was very well-rounded,” she says.

When Fogerty joined IN Marketing, the data team was a very small group that used IRI and Nielsen data and was focused entirely on one account, Unilever. Since then, the company has had double-digit growth year over year, revenue has quadrupled and the strategic planning and analytics department has grown to 13 people and incorporated a marketing viewpoint.

“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 the past couple of years, the team has gotten “aggressive in building proprietary tools that have allowed us to be more predictive and measure with greater granularity.”

The growth and diversification of the agency has brought chal-lenges, such as finding talented people who understand retail and shopper marketing, Fogerty says. “We grow, grow, grow and some-times we can’t even keep up with our own growth. It’s not a mature industry yet. We’re still seeing a lot of people entering it and trying to figure out what it is.”

Shopper marketers face lingering perceptions that their work is

“ [Shopper marketers] are still behind the curve [with mobile]. We were lapped before, and now we’re maybe half a lap behind.”

Photo by Steve Hockstein

IN MARKETING SERVICES: ELIZABETH FOGERTY, SVP, STRATEGIC PLANNING AND ANALYTICS

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TRACYLOCKEnMike Bartlett,

Managing Partner Bartlett currently oversees the PepsiCo business at TracyLocke, which includes brand, shopper marketing, foodservice and field marketing teams.

nHugh Boyle, Chief Executive Officer In less than 18 months, Boyle has grown TracyL-ocke’s global footprint from 280 employees to more than 500 employees.

nSabrina Diez, Creative Director Diez has worked on multiple divisions of Tra-cyLocke’s Pepsi business, Starbucks and First Data. She recently helped launch the new TracyLocke Chicago office and now plays a leadership role on the SC Johnson ac-count.

n Mary Kotyuk, Strategy Director, Digital Shopper Marketing With more than 13 years of promotional and digital experience, Kotyuk is re-sponsible for leading retail activation plan-ning and digital shopper marketing initia-tives for key clients such as SC Johnson and Pepsi, in addition to growing the agency’s digital and e-commerce shopper market-ing capabilities.

nMike Lovegrove, President and Chief Creative Officer Lovegrove is the architect of TracyLocke’s “Buy De-sign” methodology used by PepsiCo, Samsung, SC Johnson and Pizza Hut, among others.

nTyler Murray, Chief Strategy Officer Murray has worked with innovative thought-leaders on accounts such as Pep-siCo, SC Johnson, P&G and others.

capabilities – whatever we need to fill gaps, we will grow or buy.”

IN Marketing works in cross-functional teams with a creative director, business leader, planning leader and traditional supports built around individual clients in a dedicated way, Fogerty says. Very few people work across multiple clients. “We are wholly focused on dedicated bodies to client businesses,” she says. “It’s opera-tions, finance, creative and accounting all in one pot, if you will.”

The agency’s clients span a wide range of sophistication, from some who “really un-derstand what shopper is, and how they’re activating against it” to others with siloed structures who “still need proof in the pudding, with brands who still talk about building household penetration, which is a wonderful goal,” she says. “[With] shopper marketing, we’re closer to the sale. Articu-lating that within some CPG companies is difficult. And retailers don’t move fast enough; they still don’t have connectivity in their organization where they bring buyers and marketers together.”

In addition to financial goals, clients should evaluate the performance of agen-cies like IN Marketing through partnership and how embedded the agency becomes in their business, as well as willingness to innovate and change, Fogerty says. “We’re providing stewardship and leadership so they can feel confident they can be a strong voice and have the confidence to win in their own organization,” she says. “If we can empower them, we should be graded on that.”

Going into the future, Fogerty does not foresee physical stores going away but does think retailers will need to take better ad-vantage of the online world, personalizing their offerings by community. “If larger chains could think more locally, they could win,” she says. “It’s really about having the assortments and products that shoppers need. Stores may still be too big to be able to service that kind of model.”

Shopper marketers at retailers and CPG companies need to stop playing catch-up on technology and be more on the leading edge, Fogerty believes, although she does see progress. “We have yet to tap into the power of mobile. We’re still behind the curve. We were lapped before, and now we’re maybe half a lap behind.”

nSarah Walker-Hall, Group Planning Director Walker-Hall, an avid stu-dent of consumer psychol-ogy, has worked on some of America’s most iconic brands like Levi’s, T-Mobile and SC Johnson.

TWINOAKSnBrianne Brannan,

Vice President, Client Leadership Brannan has nearly 12 years’ experience in shop-per marketing supporting top global brands across various catego-ries and retailers, including Elmer’s, La-vazza, Treasury Wine Estates and P&G.

n Cameron Clement, Vice President, Executive Creative Director Clement has 25 years of experience in shopper marketing, brand devel-opment and product launch for leading brands and CPG companies.

nSteve DeVore, President DeVore has spent almost two decades on the agency side with a major-ity of that time in shopper. In 2011, he partnered with Ken Barnett to launch Twinoaks.

nTracie McKee, Vice President, Client Leadership With a nearly 20-year marketing ca reer that has spanned a variety of categories, McKee leads the agency’s Beiersdorf business, overseeing shopper marketing efforts for the Nivea, Aquaphor and Eucerin brands.

nMaureen O’Hare, Vice President, New Business With more than 15 years’ experience in shopper marketing on both the cli-ent and agency side, O’Hare is responsible for the agency’s business development opportunities.

nJason Stewart, Group Creative Director With more than 10 years of experience in shopper marketing, Stewart is an award-winning creative director who has led creative strategy and design for some of the biggest brands and greatest clients.

TWO WESTnMark Lopez, Chief

Innovation Officer From online crossover and mobile apps to interactive in-store content and tech integration, Lopez ensures technology always drives return for the brand while being relevant to the shop-per.

nAngela Potts, Managing Director, Brand Localization Potts leads the Two West Brand Localization team, leveraging big data to translate national shopper campaigns into relevant and relational touchpoints on a hyper-local level: at home, on the go and in-store.

nSteve Spencer, Chief Creative Officer Spencer hones the experi-ences and expressions of a shopper’s journey to com-bat decision fatigue and increase decision simplicity, purchases and loyalty – creating deep retail engage-ment.

nNicole Turner, Managing Director, Retail Communications Brick-and-mortar, e-commerce or one-off events, Turner helps brands capture, captivate and convert shoppers through meaningful and mem-orable engagement at every stage of the shopper’s journey.

nEthan Whitehill, CEO & Strategist From shopper psychology and experiential design to brand strategy and activa-tion, Whitehill has yet to cross a realm of retail territory that is unfa-miliar, ensuring customer experiences and expressions are relevant, relational and provide return.

UUPSHOTnNeil Helsper,

Creative Director Helsper leads creative direction for ACH Foods, Kraft and Scotts Miracle-Gro shopper marketing efforts. He recently helped Scotts Miracle-Gro sell in custom retail programs that engage with Millennial shoppers.

nLisa Hurst, Senior Vice President, Account Management Hurst spearheads the agency’s shopper market-ing, bringing expertise and thought-leadership around shopper insights, strategies and experiences.

nLionel Knight, Senior Vice President, Planning Knight heads up Upshot’s research and planning ef-forts, focusing on using innovative techniques to pinpoint insights that inspire programs and ultimately shoppers.

nBrian Kristofek, President & CEO Kristofek is actively in-volved in growing Up-shot’s shopper capabilities, including continued media innovation along the digitally enabled path to purchase. He is partnering with Scotts Miracle-Gro to build a more robust shopper capability and help revolution-ize the home improvement channel for home and garden.

nBrian Priest, Senior Vice President, Creative Services With more than 25 years of experience in branding, re-tail design and consumer/shopper marketing, Priest is able to devel-op seamless and dynamic engagement through the entire path to purchase.

nMary Van De Walle, Vice President, Planning Van De Walle believes the secret to great shopper marketing lies in under-standing the omnipresent shopper’s motivations, expectations and behaviors. She is currently helping ACH Foods activate relevant food and ingredi-ent stories along the entire digital path to purchase.

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