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Awarding Ideas That Work

SHOPPER MARKETING / THE WINNERS

2016

2 2016 EFFIE AWARDS / SHOPPER MARKETING

AWARENESS/TRIAL CATEGORY/AISLE REINVENTION

BRONZE BRONZE BRONZE

Cottonelle Pampers UnderJams Olay

Go Commando

Kimberly-Clark Corp.

Underjams at Walmart Overcomes Bedwetting Procter & Gamble

Olay Shelf Reinvention at Walmart Procter & Gamble

Geometry Global* VMLKetchumMindshareTrisect

Saatchi & Saatchi X* Saatchi & Saatchi X*

MULTI-BRAND/MANUFACTURER SHOPPER SOLUTION MULTI-RETAILER PROGRAM

SILVER BRONZE GOLD

WalmartMultiple including Hellmann’s, Green Giant, Campbell’s and Hunt’s

OREO

Chosen by Kids Walmart

Publix The Best Meals Happen At Home Unilever

Play with OREO Mondelez International

Starcom MediaVest Group* Shopper EventsThe Martin AgencyOneKreateQuick Test

Team Unilever Shopper* LunchboxWeber Shandwick

Geometry Global* HelloWorld, Inc.Triad Retail MediaMOjO Marketing, Inc.

WINNERSThe North American Shopper Marketing Effie Awards honor the most effective shopper marketing efforts across the United States and Canada each year.

After two rounds of rigorous judging, those selected as winners represent cases that best demonstrated how they effectively solved a shopper marketing challenge, connected with their shoppers, influenced them along the path to purchase, and inspired them to become a buyer.

Award levels – gold, silver and bronze – were presented at the Path to Purchase Institute’s Shopper Marketing Summit Awards Celebration on March 16, 2016.

Congratulations to this year’s winners.* Indicates lead agency

NEW PRODUCT/SERVICE INTRODUCTION SEASONAL/EVENT

GOLD SILVER GOLD SILVER

FLONASE Allergy Relief Dove, Dove Men+Care, Degree, Axe Walmart Milk-Bone, Pup-Peroni,

Milo’s Kitchen

FLONASE Allergy Relief Over-the-Counter Launch

GlaxoSmithKline

Unilever Dry Spray Antiperspirant Launch Unilever

Chosen by Kids Walmart

Big Heart Pet Brands Seasonal Platform Activation

Big Heart Pet Brands

Epsilon* Geometry GlobalBrand Union

Team Unilever Shopper* Lunchbox

Starcom MediaVest Group*Shopper EventsThe Martin AgencyOneKreateQuick Test

FCB/RED*

3 2016 EFFIE AWARDS / SHOPPER MARKETING

SEASONAL/EVENT SHOPPER EXPERIENCE SINGLE-RETAILER PROGRAM - DRUGSTORES

SILVER GOLD SILVER GOLD

Walmart Dove, Vaseline, Simple SOUR PATCH KIDS & SLURPEE Dove, Vaseline, Simple

Fight Hunger. Spark Change. Walmart

CVS Love Your Skin Unilever

SOUR PATCH Watermelon SLURPEE Campaign

Mondelez International 7-Eleven, Inc.

CVS Love Your Skin Unilever

Saatchi & Saatchi* The Mars AgencyBrand NetworksStarcom MediaVest GroupTiny Horse

Team Unilever Shopper* Shopper2BuyerLunchboxBarrows

Phoenix Creative Co.* T3KetchumTPNCamelot Strategic Marketing & Media

Team Unilever Shopper* Shopper2BuyerLunchbox Barrows

SINGLE-RETAILER PROGRAM - DRUGSTORES SINGLE-RETAILER PROGRAM - MASS MERCHANTS

SILVER GOLD SILVER BRONZE

Procter & Gamble Amopé Pedi Perfect™ Alcon Depend

Walgreens Healthy Home Solutions Procter & Gamble

“Love Your Feet”: Amopé Pedi Perfect™ launch at Target

RB

Alcon’s Howard and the Amazing Eye Exam Alcon

Real Women of Depend ® Kimberly-Clark Corp.

Leo Burnett/Arc* IN Marketing Services*

Leo Burnett/Arc* Starcom MediaVest Group

Geometry Global* Organic, Inc.Marina Maher Communications LLCMindshare

SINGLE-RETAILER PROGRAM - MASS MERCHANTS SINGLE-RETAILER PROGRAM - OTHER

BRONZE BRONZE

Walmart Nestlé Frozen Scale: DiGiorno, Tombstone, Stouffer’s, Hot Pockets, Nestlé Ice Cream

Fight Hunger. Spark Change. Walmart

Dollar General Frozen Merchandising Campaign Nestlé USA

Saatchi & Saatchi* The Mars AgencyBrand NetworksStarcom MediaVest GroupTiny Horse

Geometry Global*

4 2016 EFFIE AWARDS / SHOPPER MARKETING

FINAL ROUND JURYKEITH ALBRIGHTGlobal Shopper Leader3M

CHARLIE ANDERSONCEOShoptology

WENDY JEAN BENNETTDirector, Channel & Customer MarketingTyson Foods

TOM DOLANSVP, Enterprise SolutionsMaxPoint

PATRICK FITZMAURICEManaging Director, Professional DevelopmentPath to Purchase Institute

CHAD GRENIEREVP, Retail Marketing ServicesHunter Straker JACQUES HAGOPIANBrand DirectorProcter & Gamble AMY HAHNSVP, MarketingAhold USA CARL HARTMANCEO, North AmericaGeometry Global JESSICA HENDRIXPresident, USASaatchi & Saatchi X PETER HOYTExecutive Director & CEOPath to Purchase Institute JOE LAMPERTIUSCEO, Global Shopper MarketingGrey

SHARON LOVECEOTPN

MICHAEL LOVEGROVEPresident & CCOTracyLocke

TINA MANIKASPresidentFCB/RED LIZ MAYERSenior Manager, Shopper Marketing J.M. Smucker Company LIZ METZSenior Director, Shopper EngagementKimberly-Clark JOHN MOUNTVP, Retail Channel Strategy & MarketingCoca-Cola Refreshments

ANDY MURRAYChief Customer OfficerAsda MIKE PALEYEVP, Shopper MarketingThe Marketing Arm KARUNA RAWALEVP, Business DirectorLeo Burnett/Arc ROB RIVENBURGHCEO, North AmericaThe Mars Agency BARRY ROBERTSDirector, Retail Shopper SolutionsColgate-Palmolive BILL SCHOBERManaging Director & Editorial DirectorPath to Purchase Institute

5 2016 EFFIE AWARDS / SHOPPER MARKETING

Steve AbdoSVPCatapult

Mauriahh BeezleyAssociate Creative DirectorSaatchi & Saatchi X

Paige BerriganProfessional DevelopmentPath to Purchase Institute

Suzanna BierwirthSVP, Group Creative DirectorFCB Chicago

Kelly BoatrightDirector, Shopper MarketingThe Coca-Cola Company

Tom BoccuzziSVP, Account ManagementGeometry Global

Peter BreenManaging Director, Special ContentPath to Purchase Institute

Jeremy BrownDirector, Shopper MarketingAlcon

Shaun BrownSVP, CPG & Digital Shopper LeadMomentum Worldwide

Jackie BurksPrincipalPivot Point Marketing

Kristen BussVP, StrategyHunter Straker

Summer ButlerDirector, Shopper Marketing IntegrationThe Coca-Cola Company

Heather CampainDirector, Category Insights & Shopper MarketingJohnson & Johnson

April CarlisleSVP, Global Shopper MarketingArc Worldwide

Jackie CliftonDirector, PepsiCo Shopper Marketing, Walmart Customer TeamPepsiCo

Timothy CoryAssociate Creative DirectorSapientNitro

Aimee CoulterSenior Account DirectorMortenson Safar Kim Liz CrawfordSVP, Strategy & InsightsMatch Marketing Group

Dino de LeonSVP, Head of CreativeShoptology

Leslie DonovanEVP, Shopper MarketingIN Marketing Services

Jillian DuggerSenior Manager, Shopper MarketingGlaxoSmithKline

Chris EmerySVP, Group Account DirectorArc Worldwide

Lisa FasanaVP, Account ManagementMarketing Werks

Ken FeatherstonEVP, Planning & StrategyGeometry Global

Rita FinleyDirector, Category & Shopper InsightsWorld Kitchen LLC

James FraserGeneral ManagerHunter Straker

Gary FriedlanderPartnerCollaborative Marketing Group Inc.

Matthew GidleyManaging Director, ChicagoMomentum Worldwide

Ally GillVP, Shopper MarketingTPN

Justine GreenwaldExecutive Creative DirectorGeometry Global

Patrick HareDirector, Member DevelopmentPath to Purchase Institute

Elizabeth HarrisEVP, Strategy DirectorArc Worldwide

Tekisha HarveyDirector, Shopper MarketingConAgra Foods

Sue HayesDirector, Shopper & Customer EngagementBayer Consumer Healthcare Jessica HendrixPresidentSaatchi & Saatchi X

Terese HerbigManaging Director, Member DevelopmentPath to Purchase Institute

Hayes HereauDirector, Strategic PlanningThe Mars Agency

Peter HoytExecutive Director & CEOPath to Purchase Institute

Christine JacobsonSenior Shopper StrategistGrey

Sherry KerriganShopper Marketing Manager, Target/Strategic GroceryRB

Matt KnustVP, Shopper MarketingMaxPoint

Nick KraskaDirector, Digital ProductsFCB/RED

Joe LagattutaExecutive Creative DirectorLunchbox

Leslie LeeDirector, Shopper Marketing Corporate PlatformsConAgra Foods

Michael LewisDirector, Shopper ForesightsPepsiCo

Patrycja MalinowskaAssociate Director of ContentPath to Purchase Institute

Steve McGowanDirector, Shopper MarketingMondelez International

Kelly McKeever JonesSenior Director, Shopper MarketingConAgra Foods

ROUND ONE JURY

6 2016 EFFIE AWARDS / SHOPPER MARKETING

Joy MeadAssociate Director, Grocery ChannelProcter & Gamble

Holly MeloySVP, Managing DirectorMarketing Werks

Shawn MillerickHead of Marketing, U.S. OTCAlcon

Tim MooreSVP, Group Creative DirectorRyan Partnership

Pam MorrisroeManaging DirectorGeometry Global

Laura MoserSVP, Shopper Marketing Practice Lead, North AmericaMomentum Worldwide

Brendan NashSVP, Creative DirectorArc Worldwide

Jennifer OlligesVP, Director, Consumer Shopper IntegrationMomentum Worldwide

Christy O’PellaSVP, Senior MD, Client DevelopmentTPN

Mike PaleyEVP, Shopper MarketingThe Marketing Arm

Brad PanareseMarketing ManagerSaputo

Holly PavlikaSVP, Marketing & ContentCollective Bias

Garrett PlepelPresidentCollaborative Marketing Group Inc.

Cheryl PolicastroDirector, Shopper MarketingRB

Julie QuickHead of Insights & StrategyShoptology

Bryant RossSVPGeometry Global Julie RothweilerVP, Account DirectorArc Worldwide

Neal RyanDirector, Shopper MarketingAlbertsons

Shelly SawyerVP, MulticulturalGeometry Global

Katie SchiavoneDirector, Strategic Initiatives, PepsiCo North America Nutrition SalesPepsiCo

Heidi SchoeneckExecutive Creative DirectorGeometry Global

Jeff SkolnikEVP, General ManagerBlue Chip Marketing Worldwide

Amie StanleyCo-PrincipalPivot Point Marketing

Heather StormsDirector, Shopper MarketingPfizer Consumer Healthcare

Dana StottsSVP, Group Management DirectorFCB/RED

Pat TaflingerVP, MediaBlue Chip Marketing Worldwide

Van TaylorDirector, Cross Brand/Portfolio Marketing & Shopper MarketingThe Scotts Miracle Gro Company

Leigh TempleAccount DirectorGrey

Matthew TilleySenior Director, Shopper Marketing & Enterprise MarketingMaxPoint

Michael TilleyAssociate Director, Shopper Marketing & Strategic PartnershipsMondelez International

Leslee UrhahnSVP, Shopper MarketingIN Marketing Services Peter VientoExecutive Creative Director, Shopper MarketingGrey

Edward WallonExecutive Director, Commercial StrategyColangelo

Allison WelkerEVP, Client ServicesIN Marketing Services / Edge Marketing Services

Phil WhiteSVP, Strategic PlanningGeometry Global

Kim YansenDirector, Field Shopper MarketingMondelez International

ROUND ONE JURY