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in Shopper Marketing Agencies

Our Whos Who series usually identifies those individuals at brands and retailers who lead efforts in shopper marketing, insights and merchandising. This time we focus on shopper marketing agencies those agencies that are serving their brand and retail clients needs in shopper marketing and are including digital, insights and the shopper in their mix. Our first-ever list of agency executives includes more than 170 names.

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Acosta Marketing Group
Paul Ballew, VP of Strategic Planning Ballew leads the Strategic Planning team in developing insight-based shopper solutions for clients.

Bill Hahn, President & CEO Hahn has spent his entire career in the agency world, practicing integrated marketing, activation, and promotions at private and publicly held agencies. His team lead the summer 2011 Mikes Hard Lemonade Grown Ups Lemonade Stand, part of the program for Mikes display and merchandising activity at retail. Peter Viento, SVP, Chief Creative Officer/East Vientos experience has led him from G2 to OgilvyAction to Saatchi & Saatchi X and now to Alcone. In the Global Travel/Duty Free channel, he led the creation of a global campaign for Smirnoff vodka that used new technology to drive conversion at-shelf.

Lauren de Simone, SVP, Strategy De Simone leads the Strategy, Innovation and Growth team for AMG.

Nick Jones, EVP, Retail Practice Lead Jones leads Arcs Retail and Shopper Marketing practice in support of clients like CocaCola, Comcast, Hallmark and Nintendo, and supports intellectual property development, best practices, innovation, and development and training for Retail/Shopper. He has worked for Upshot in Chicago, Draftfcb and Rivet. He was part of Arcs team effort on Coca-Colas Arctic Home campaign. Karuna Rawal, EVP, Retail Strategy Director Rawal leads strategy and insights for the P&G Arc portfolio of brands and customer teams. Karuna also serves as the Strategy Leader for Farmhouse, Leo Burnetts newly formed Innovation and New Venture Center. Masha Sajdeh, Chief Shopper Strategist, SVP of Insights and Strategy Sajdehs work is used to provide strategic leadership across clients and shape the agencys strategy and capabilities. Prior to her focus on retail, she worked in applying shopper insights and strategy to brand consulting, experience design, database marketing, digital marketing and promotions. She worked on Walgreens flu shot program, which had a goal of getting people to take the shot. The 5 million flu shot goal was met within five weeks.

Ramin Eivaz, President Eivaz has experience at major brands such as E&J Gallo Winery, PepsiCo, Wachovia and KimberlyClark.

Arc Worldwide
Jim Carlton, EVP, Creative Director Carlton has collaborated with marketers including McDonalds Corp., Procter & Gamble and The Coca-Cola Co. He has won numerous creative awards throughout his career and is a member of the American Institute of Graphic Arts. Elizabeth Harris, SVP, Planning Director Harris currently oversees agency strategic planning for the MillerCoors and Walgreens accounts. She worked on Miller High Lifes Give a Veteran a Piece of the High Life and Walk With Walgreens. Lisa Hurwitz, EVP, Group Account Director Hurwitz leads Arcs P&G business, its largest shopper marketing relationship in North America, with a focus on insights and innovation. She leads shopper marketing innovation for Arc and has formed new practice areas such as e-commerce and social commerce within the agency. She joined Arc and Leo Burnett in 2003 to run new business for the agency.

Lili Mahlab, EVP, Sales, AMG Frontline Mahlab leads AMG Frontline, a third-party in-store program for supermarkets and supermarket pharmacies. It works with clients to maximize perimeter locations through timing, product assortment and ancillary promotional support. Mark Scott, EVP, Marketing Service Operations Scott has responsibility for AMGs Integrated Marketing Services agency as well as Promo Depot (promotional marketing services), leading a staff of 100+ representing all agency functions.

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BBDO Atlanta
Laura Davis-Taylor, SVP, Managing Director Shopwork

Big Red Rooster

Aaron Spiess, President, Co-CEO Spiess has worked as a retail experience consultant for more than 20 years, leading multidisciplinary creative teams for global tier-one retailers and consumer brands. Dan Stanek, EVP Stanek directs and manages the Columbus, Ohio, office and leads the strategy practice area for the firm. He led an engagement to reinvent the dairy department in the grocery channel that defined the shopping experience and future potential for the department.

Alcone Marketing Group

Heather Eichele, SVP, Group Account Director Eichele is responsible for management and leadership of multiple agency teams for global technology and CPG clients. Alcone developed a program to support increased awareness of the many different uses of WD-40, with a tie-in to the military that helped raise $300,000 to support military charities.

Blue Chip Marketing Worldwide

Lowell Cantor, Chief Operating Officer Cantor leads Blue Chips day-to-day operations and has retail grocery and shopper marketing experience. He and his team develop and implement shopper marketing strategies for Blue Bunny Ice Cream. Stanton Kawer, Chairman & CEO Kawer started his career at Blue Chip in 1998 and immediately launched its shopper marketing practice. Kawer started Blue Chips Healthcare Division in 1996 with the marketing of more than 1,100 clinical trials for pharmaceutical companies. Bob Klein, Chief Strategy Officer Sherri Rosenberg, VP, Media Rosenberg oversees insights, media strategy and execution. She uses secondary research to understand how shoppers differ from consumers in terms of at-shelf motivations, and analyzes distinctions among shoppers at different retailers for greater insight into purchase drivers. Jeff Skolnik, EVP & General Manager, Retail Marketing Skolnik has lead shopper marketing strategy for a broad range of CPG companies, from Procter & Gamble to smaller privately held manufacturers. He has built a team with expertise in drug, grocery, mass, dollar, home improvement, office, military and e-commerce channels. Sarah Van Heirseele, VP of Digital The digital department supports core practice areas: retail (shopper marketing), brand and healthcare. Her focus includes the management of account profitability, staffing and departmental growth, strategic development for clients and new business development. Although Catapult Marketing and RPM Connect didnt officially merge until late May, Peter Cloutier and Joe Robinson, now co-presidents of CatapultRPM, have been working closely for a couple of years. Partnerships with clients Kellogg Co. and Mars Inc. have brought the two companies together on previous projects. The merger of Catapult and RPM Connect both Hyper Marketing Inc. subsidiaries combines what Cloutier considers the best from each agency: the brand advocacy and insights of Catapult, and the
Photo by CatapultRPM

CatapultRPM
Peter Cloutier and Joe Robinson, Co-Presidents

bilities to old-school shopper marketing tactics like coupons, FSIs, in-store events and P-O-P. They are building around the phrase The Always On Shopper meaning that, with his or her smartphone, the shopper can shift into buy mode in the blink of an eye, as Cloutier says. Cloutier cites a Mars Petcare campaign, for which both Catapult and RPM Connect worked to drive shoppers to scan QR codes on packages of Pedigree dog food at Walmart, resulting in a donation to local pet shelters. It was viewed by shoppers as a very easy way to make their shopping experience feel The agency builds around the phrase better, and Walmart loved it The Always On Shopper with her because it helped to provide smartphone, the shopper can shift into their shoppers with a unique experience, he says. buy mode in the blink of an eye. The new agency uses insights tools like CatapultRPM Radar, for social media monitoring, retailer intimacy of RPM Connect. The thing that RPM brings to the part- and CatapultRPM Shopper Lab, an online nership is really retail expertise, says group of 3,500 shoppers who act as a surRobinson, formerly president of RPM vey group for gauging shopper behaviors Connect, which staffed offices near key and attitudes. A digital shopper marketretailer headquarters in such locations as ing study headed by Seth Diamond, exBentonville, Ark.; Pleasanton, Calif.; and ecutive vice president, insights, and Brian Minneapolis. Its deep in terms of retailer Cohen, director of digital shopper marrelationships and broad in terms of mul- keting, is guiding the agencys digital and mobile campaign work. tiple classes of trade. We know very specifically by retailer Cloutier, formerly president of Catapult, says, The way Catapult has approached and by channel and shopper mission shopper broadly has been more from a whether she wants to create a virtual shoptop-down perspective, more from a brand- ping list or scan a QR code, or whether centric view of how do I find ways to get my shes going to be engaged at the retailers website for a pre-shop, and we use that brand activated at top customers? Cloutier and Robinson believe that the information to inform the work that were new agency will add insights and ana- doing as opposed to just using the next lytics as well as digital campaign capa- bright and shiny object, Cloutier says.
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CatapultRPM
Tom Brown, EVP, Sr. Group Director, Retail Connect Peter Cloutier, President See profile on page 3 Brian DeLong, VP, Shopper Marketing, Creative Director Seth Diamond, EVP, Insights Diamond heads consumer research, shopper insights and analytics practices. His team uses metrics and motivations about the consumer and the shopper to inform strategy and idea development. Heidi Froseth, SVP, Account Director, Minneapolis Terry Mangano, EVP/Group Director Mangano manages client shopper marketing teams with emphasis on companies in startup mode for the shopper marketing functions. Joe Robinson, President See profile on page 3 Jason Rogers, EVP, Digital

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Draftfcb
Howard Klein, SVP, Director of Customer Marketing Jim Lucas, EVP, Global Retail Insights & Strategy

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G2
Tom Conti, President Jonathan Dodd, Chief Strategy Officer and Global Shopper Marketing Practice Leader Dodd has specific responsibility for G2s shopper marketing practice and is the client lead for key multinational clients.

Tina Manikas, EVP, Global Retail & Promotions Officer See profile on page 5 Chris Miller, Chief Digital Officer Wendy Sokoluk, SVP, Group Account Management

Kim Hsieh, Director, Retail Strategy Nancy Leibig, Executive Director, General Manager Laura Moser, Executive Director, Retail Strategy John Paulson, CEO, U.S.

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Eric Mower & Associates
Virginia Bates, Partner/Director of Promotion Planning Bates leads the EMA Brand Promotion team, developing national, regional and account-specific promotions, from shopper insight through strategy development and execution. Dave Bulger, Senior Partner/Director, EMA Insight Bulger directs the agencys insight, strategy and planning group, identifying customer/ prospect attitudes, behaviors and perceptions. Sandra Gingerich, Senior Partner, Director of Client Service Gingerich holds a dual role at EMA as senior partner, as well as working with clients and agency teams to develop and implement strategic marketing programs. Rob Neiler, Director of Creative Strategy Neiler is a designer by education and training, and has spent his professional career as an art director/creative director at mid-sized agencies in New York state.

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HMT Associates Inc.
Patti Conti, President/CEO Contis roots in shopper marketing developed from past experience, including 19 years at McDonalds Corp. She also handled mainstream, multicultural and account-specific programs for Bayer and Energizer, and helped launch the new customer-marketing practices at Nabisco. Her team at HMT has played a role in Krafts Huddle to Fight Hunger program over the past two years.

Circle One Marketing

Laura Mellor, Account Manager Mark Szuchman, Partner

Colangelo
Susan Cocco, Executive Marketing Director Eric Greifenberger, Managing Director Rose Maxfield, Director, Shopper Marketing Margie Parker, Group Account Director Ted Parrack, Chief Strategic Director Edward Wallon, Director, Retail Strategy

Hyper Marketing Inc.

Paul Kramer, President & COO

Collaborative Marketing Group Inc.

Gary Friedlander, Partner Friedlander, a co-founder of the agency, leads a number of account teams and is responsible for new business development and internal process innovation. Garrett Plepel, President Plepel is responsible for overall agency management, overseeing all company finances, as well as managing one of its key accounts, MillerCoors.

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The Integer Group
Reyna Alishio, EVP, Director of Account Leadership Alishio oversees Integers Procter & Gamble, Johnson & Johnson and Kelloggs business and she leads Integers account leadership department.

Ralph Alvarez, Group Account Director, Velocidad Alvarez says as head chef he is constantly perfecting la mescla working with clients to make sure that the Velocidad teams are grounded in client business. Since 2002, Velocidad has retained business in major metro Hispanic areas of the U.S. Will Clarke, Executive Creative Director Clarke has created brand promotions for clients like 7-Eleven, FedEx Office and McDonalds.

Draftfcb
Tina Manikas, EVP, Global Retail & Promotions Officer
Draftfcb was not left behind when digital, mobile and social media became the most important new terms in shopper marketing. There is not one campaign that were doing that doesnt have a mobile component, says Tina Manikas, global retail and promotions officer. The shopping moment is happening sooner and faster than ever. Manikas, who works out of Draftfcbs headquarters in Chicago, says mobile is driving 20% of the participation in the agencys retail programs. And I havent just seen it in one category; Ive seen it in many, which kind of validates that people hunger for knowledge, they hunger for help to make decisions, they hunger for inspiration. While Draftfcb is mindful of the data generated for brands and retailers when consumers use mobile to help them shop, it also spends time and energy on making sure that if a shopper shares her information, that sharing is rewarded with value. Its phenomenal data because its in the behavior moment, so its more relevant than what people say they do, its what they really do, Manikas says. Were using [mobile] to drive repeat and frequency. Its so precious. The more youre rewarding them and bringing them back in, its better for the brand and it pays out the initial investment. Manikas says there are 300 people in the Chicago office alone focused on

Ellen Cook, President, Integer Dallas Cook is responsible for overall management, strategic leadership and top-level client relationships for Integer Dallas. The 7-Eleven Zynga promotion was built around social media and passion for Zynga game play. Lisa Deatherage, SVP, Network Marketing Deatherage leads marketing strategy, business development, industry relations and PR for a client portfolio that includes Procter & Gamble, MillerCoors, AT&T, Pella Corp., Kelloggs, Johnson & Johnson, 7-Eleven, Bimbo Bakeries and Michelin. Deatherage sits on the Board of Directors of the PMA and serves as co-chair of the Shopper Marketing Center of Excellence. Marc Ducnuigeen, President of International Ducnuigeen currently leads Integers international network and is responsible for global client growth. He is also chief client officer for Integers Procter & Gamble relationship globally.

Photo by Draftfcb

ing on socially, what people are doing in terms of Likes, Manikas says. Were trying to mine what we call likester data. When you find out what your shoppers tend to like and other things they like beyond The shopping moment is happening the brands you work on or youre representing, sooner and faster than ever. you tend to create more healthy, more interesting shopper marketing, and inside that group shopper programs are some who do nothing but focus on Manikas is proud of the two consecumobile platforms. The same can be said tive Shopper Marketing Effies that Draftfor social media concentration, she says, fcb has won especially this years award, as some Draftfcb folks specialize in the which was for a United States Postal Sersocial, local and mobile (so-lo-mo) con- vice campaign competing against the nection with shoppers. [Procter & Gambles] of the world, she Were leveraging a lot of whats go- says.

Craig Elston, SVP, Insight & Strategy Elston oversees all strategic planning, media planning, marketing research and analytics. Elstons background as a market researcher and agency account planner comes from working on the client side and in organizations both large and small. For a global computer manufacturer, he led the European planning team that set up and ran pan-regional shopper promotions in 33 countries. Frank Maher, COO/Group President (Midwest) Maher has been with Integer since 2002 and has worked on both the client and agency side of the business.

Elizabeth Fogerty, Vice President, Insights and Planning Fogerty is responsible for the management of all data resources, research, insights and concept development as well as all program analytics. She has more than 20 years in marketing communications with experience across multiple disciplines. Jill Griffin, President Sara Riley, Senior Director Allison Welker, EVP, Client Services Welker has been with Integrated for more than 10 years working in both customer and client facing capacities for businesses including Unilever, Reckitt Benckiser, Schwans, Bacardi, Post Foods, McCormick, SC Johnson and GlaxoSmithKline. She was part of the development and execution of Dove and Walmart Canadas campaign based on Doves Self Esteem program, which used insights, Facebook and Walmart.com to reach shoppers.

Steve Harding, Global CEO Sheila Hartnett, CEO, North America See profile on page 7 Gail Kay, EVP Ken Madden, EVP, Strategy and Analytics Ron Magliocco, Global Business Director

Scott McCallum, President Shopper Marketing, North America

Morgan McAlenney, SVP, Digitail McAlenney has been with Integer for 13 years and leads the groups Digitailpractice.

Interbrand Design Forum

Bill Chidley, SVP, Shopper Sciences Chidley manages a multidisciplinary team that collects and applies shopper insights and develops category growth strategies. The John Deere Dealership campaign reworked how shoppers would engage with the brand and shop for the right equipment, and how the dealers/retailers could add value to the relationship throughout the shoppers path to purchase. Tom Custer, Executive Director, Sales And Marketing Kris Medford, Director of Shopper Sciences Medford works with clients to develop insight-based strategic solutions for retailer and manufacturer challenges.

Orit Peleg, EVP, Shopper Marketing Strategy Peter Switzer, EVP, Client Services Switzer partners with the Kimberly-Clark Shopper Marketing Center of Excellence for ongoing education and best practices content.

Xan McNelly, EVP/Chief Integration & Strategy Officer McNelly leads a team of more than 40 associates representing all disciplines within the agency, including digital strategy and development, social media/public relations and insights and strategy. Mike Sweeney, CEO Sweeneys client experience includes PepsiCo, MillerCoors, Kelloggs, and Johnson & Johnson.

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Kinetic Worldwide
Sharon Hatch, Managing Director David Krupp, EVP, Americas Ann McGrath, Group Director, Shopper2Buyer David Payne, CEO, Americas

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Launch Creative Marketing
Jeff Dryfhout, CEO Kevin Keating, President Keating has 20-plus years of experience and oversees an agency that develops shopper marketing for national and regional brands, focusing on brand strategy, package design, and digital and promotional marketing. Heather Magnussen, VP, Client Development & Strategy

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Integrated Marketing Services
Valerie Bernstein, VP, Client Services Working with the brand teams and HQ shopper marketing leads, she works on the brands strategic approach for retail, combining that together with the planning and customer team perspectives.

JWT/OgilvyAction
Ken Featherston, EVP, Planning & Strategy

Lunchbox
Jay Mathew, SVP/General Manager Mathew brings with him 20-plus years experience in the CPG industry in all facets of the business, including brand management, sales planning, shopper marketing and trade marketing. He has worked for Unilever and Beam Global. Adam Roe, CEO Kevin Weisberg, Chief Marketing Officer Weisberg has spent the last 15 years in the agency world. A recent project included Walmart Soundcheck, a crosschannel marketing program created to increase awareness and purchase of both Unilever personal care products and newly released music at Walmart.

JWT/OgilvyAction
Sheila Hartnett, Chief Executive Officer
Sheila Hartnett says she has learned to think about subsequent generations of shoppers and what is happening culturally from her days as a sales associate in the Procter & Gamble paper products division in the 1970s to CEO of JWT/OgilvyAction. Like others of her generation, Hartnett is not assumed to be able to master todays personal technology PCs and smartphones and tablets. But Hartnett says she recognizes that she needs to know what those subsequent generations know as digital takes a bigger role in shopper marketing. Her children are digital natives, and increasingly so are the people who work for and with her. For instance, as she guides her agencys current project on global sustainability with Unilever and Walmart, the person shes working most closely with on a digital application is just two years out of college. Ive been initiated through my kids, so now when I see really smart folks in their 20s who are true digital natives, I love to pick their brain and I love to hire them, she says. And Im usually the one saying, I dont care whether theyve got seven years experience, theyre brilliant and theyre really at the edge of things. To promote a New Balance store opening in New Yorks Manhattan borough, OgilvyAction created a game that was downloadable after scanning QR codes. Announcements on Twitter and Facebook divulged the locations of digital

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Marketing Drive LLC
Todd Engels, General Manager, Norwalk Office Engels has more than 20 years of experience at both major advertising and promotion/shopper marketing agencies. Marketing Drive helped Novartis demystify shopping for Digestive Health products by partnering with Walgreens to create a Digestive Health Solution Center. Michael Harris, President Harris has spent 25 years in the agency business, building promotional agencies and working on brand programs such as the Gillette Venus launch. John Minnec, Chief Marketing Officer Minnec made the rounds in advertising in the U.S. and U.K., working in shopper marketing in the 1980s on P&G while at Leo Burnett. Marketing Drive partnered with Walmart and the EPA to reach retail customers through an education message of sustainability resulting in more than 100 million CFL light bulbs sold during Walmarts sustainability initiative. Randi Moore, VP, Shopper Marketing Moores work includes identifing the needs of both shoppers and retail partners, starting with an insight assessment on through to demand driver analysis to fill in gaps. She spent 20 years on the client side for Reckitt Benckiser and PepsiCo.

Photo by Steve Hockstein

into the store, and combined it with experiential and digital activation out-of-store and in-store. Hartnett says she hasnt forgotten what she learned in her days with Revlon in the 1980s, when she led a group that

If you look at retail marketing ... its changing overnight because of the marketers and retailers access to data.
batons placed throughout New York each day for a month; players could nab the batons by coming within 100 feet of them, but other players could locate baton holders and steal them if they got close enough. Baton holders could visit the new store and trade them for a pair of shoes, and the person who collected the most batons in the month won a solid gold baton worth $20,000. New Balance has always been about running, Hartnett says. We wanted to go back to the heritage, and at the same time show how futuristic and technologically savvy New Balance is. We worked on an out-of-store campaign to drive people changed the way Target sold cosmetics. Good shopper marketing is always grounded in insights around what we call the four truths the brand, the shopper, the retailer and the moment, which is really whats happening culturally, she says. If you look at retail marketing, there are so many things that havent changed in 20-plus years, but now its changing overnight because of the marketers and retailers access to data. With the whole data and technology revolution, the retailers have been ahead of the brands, which is very different from any other change Ive seen.

The Marketing Arm

Ines Henrich, Vice President Mike Paley, SVP, Shopper Marketing

The Marketing Store Worldwide LP

Lindsay Bray Landsberg, SVP, Business Strategy Landsberg works with new business clients in launching brand strategies around loyalty and shopper marketing. Ben DiSanti, Retail Evangelist and Visionary DiSanti works with the broader team to define how the agencys overall offering Shopper, Loyalty/CRM and Consumer/ Brand Dynamics provides a differentiated marketing solution for manufacturers and retailers. Ken Hicks, Managing Partner, Retail and Shopper Marketing Practice Hicks heads multidisciplinary teams in the development of creative ideas and campaigns. Rob Pieper, SVP, Planning & Strategy Pieper focuses on brand and product development, consumer and shopper insight, loyalty, retail messaging and promotions management.

Frenchie Guajardo, VP, Digital & Shopper Marketing Guajardo has worked on both the agency and corporate sides of the business with Coca-Cola, General Mills, Miller Brewing, Ikea, P&G, ConAgra, Kraft and Hersheys. She leads MarketVisions Hispanic shopper-marketing initiatives from strategy to execution.

Rob Rivenburgh, Chief Operating Officer Rivenburgh has more than 25 years of experience in the field of consumer marketing including time spent on both the corporate client and agency sides. Tim Scholler, SVP Innovation Dan Streety, Executive Creative Director Streety joined Mars with more than 20 years experience as a designer and art director on the agency side, having worked at Saatchi & Saatchi X, where he led the Procter & Gamble Walmart/Sams Club Global Customer Team. Mary Tarczynski, SVP/General Manager, MARS Oakland Tarczynski provides leadership of the cross functional teams serving the Clorox, Coca-Cola and Diamond Foods accounts, mentorship for the team that supports Safeway, and service on the MARS Senior Leadership team.

MARS Advertising Inc.

Ken Barnett, CEO
See profile on page 9

Jake Berry, SVP, Continual Improvement Berry has served as senior client service representative for key clients, including Abbott Nutrition, Sara Lee, Chattem and the Florida Department of Citrus. Ann Carr, EVP, Client Service Carr spent 20 years with General Mills working on promotion and customer marketing programs.

MarketingLab
Rich Butwinick, President Butwinick has more than 20 years of experience in marketing and promotions. For Land O Lakes, MarketingLab leveraged the strong brand equity to increase deli cheese sales and top-of-mind awareness. Keri Fuqua, VP, Account Director John Tieszen, VP, Managing Director Tieszen leads the Land O Lakes retail dairy foods team and serve on MarketingLabs management team. He spent six years on the client side working in marketing for General Mills and Pillsbury. Sue Golden, SVP, Client Service Golden has led in the development and structuring of the MARS Channel team.

Mass Hispanic
Sandra Contreras, Director, Business Development Maria Madruga, CEO, Co-Founder Richard Velez, Director, Strategic Services

Mercury Mambo
Becky Arreaga, President Fern Grant, SVP, Strategic Planning Grantis responsible for developing strategic solutions and innovative shopper marketing program strategies. Liz Arreaga, Partner Lynn Currie, Partner

Momentum Worldwide
Patty Chandler, Director, Business Leadership, Shopper Strategy and Research Chandler focuses on developing customized, strategic solutions for brand engagement with shoppers throughout the purchase journey.

Marketvision
Bonnie Garcia, CEO Garcia has directed corporate Hispanic marketing and field marketing for Coca-Cola USA and Strohs Brewery. During her tenure, she implemented innovative consumer programs targeting Hispanic, African American and youth segments. Steve Nottingham, SVP, Client Service Nottingham currently leads the Walmart business across the MARS network.

Elena Klau, VP, Research, Measurement and Analytics Klau handles primary shopper research projects conducted by Momentum. Her team has built a proprietary segmentation methodology that combines both shopper and consumer segmentations. Prior to joining Momentum, Klau was a director of new business at Kaleidoscope Sports and Entertainment, a unit of the Interpublic Group. Joe Lampertius, SVP, Shopper Marketing Center of Excellence Lampertius has built his team around shopper research and segmentation, insights development and strategy, and has built a measurement and analytics discipline that spans consumer, shopper, event, experiential and sports marketing to develop trackable metrics and ROI. Yvette Lim-Pagnoux, VP, Director, Shopper Strategy Lim-Pagnoux leads shopper strategy development, supporting brand teams in New York, Atlanta, St. Louis and Chicago. She is originally from Singapore, where she headed the strategy department at Euro RSCG, served as the shopper marketing specialist on the AsiaPacific Strategic Council and led the regions shopper practice. Donnalyn Smith, EVP, Regional Director, North America

MARS Advertising
Ken Barnett, Chief Executive Officer
Ken Barnett says even when he goes shopping, he is thinking about shopper marketing. I cannot go into any store and spend less than an hour walking around, picking up products, looking at categories and snapping a few pictures, he says. Barnett joined MARS Advertising when it was a small family business 35 years ago and worked his way through the ranks. As chief executive officer today, Barnett works with chief operating officer Rob Rivenburgh, chief administrative officer Mark Jacobs, chief creative officer Jeff Stocker and chief operating officer-Europe Darren Keen, while also overseeing several of the agencys accounts. Barnett says MARS works to develop communications that are relevant to a shoppers current mindset. The magic is integrating the brand positioning with a unique shopper selling proposition for any retailer, he says, stressing that its not a store-only proposition. We believe the shopper marketing mission is pre-shop, shop and post-shop. This is far more than an in-aisle or at-shelf proposition. Barnett says that MARS customizes a brands program for a retailer with a

Photo by Carlson Productions LLC

a deep insights team and work hard to make sure the unique shopper insight is solid. It drives everything we do going forward. Its important to note that shopper marketing campaigns vary, he says. Some are strategic and some are driven

Moosylvania
Norty Cohen, CEO & Founder Nick Foppe, Chief Operations Officer Erin Steinbruegge, Chief Digital Officer

The magic is integrating the brand positioning with a unique shopper selling proposition for any retailer.
brand-centric message that is tailored for an individual retailer or segment. Understanding the power retailers have today is crucial, he says, and retailers must be presented with solutions that speak individually to their brand and their customer segments to grow platforms. He says MARS works on strategy and analysis that are unique per retailer. There is much debate about what strategy shopper marketing should deliver against the retailer, the brand or the shopper, and the answer is simple: Its the strategy that intersects them all. Barnett says insights drive strategy, and too often the process to drive insights is over-engineered, Barnett says. We have
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nSight Connect
Charley Ciresi, Managing Director Alicia Smestad, President Smestad leads shopper marketing, digital and integrated promotion. She directs client business with retail-specific approaches and objectives. Her client experience includes Hormel Foods, Pepperidge Farm, Energizer, Unilever, Nutrisystem, Campbells and Land O Lakes. Kristi Zabowski, Managing Director

to address a short-term sales need. Lets not over-engineer that objective. Sometimes its that simple for the brand. The other element of a successful campaign, he believes, is retail collaboration. Without it, a program will suffer. Theres no reason to spend money and time developing something that will never execute. Over the years, Barnett has seen many changes in how MARS clients are handling their work. Most notably, most senior managements commitment to shopper marketing exists more broadly than before. Shopper marketing is well thought of and in the discussion with all clients its a huge movement.

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Ryan Partnership
Kim Finnerty, VP, Ryan Insights Mike Marrinan, VP Mary Perry, President, Ryan Partnership

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Saatchi & Saatchi X
Charlie Anderson, CEO, North America Andersons agency has long-standing partnerships with the globes largest brands, including Procter & Gamble, Diageo, Wendys, Kroger and Walmart. Dr. Christopher Gray, VP, Shopper Psychology Gray is a shopper-behavior expert specializing in cognitive-behavioral theory and practice.

Kevin Shelhamer, SVP & Managing Director, Chicago Shelhamer is responsible for all Chicago-led client engagements and oversees all core functions based in the Chicago office including account leadership, insights, planning, creative, project management and production. Doug Van Andel, Executive Creative Director Van Andels credentials include digital, experiential, promotions and traditional disciplines. He has more than 25 years of experience, much of that with Saatchi & Saatchi LA.

Sharon Love, CEO Love is actively involved with the work TPN creates with clients, including 7-Eleven, Bank of America, PepsiCo and The Hershey Co. Over the past 20-plus years, she helped TPN grow from an agency of 20 to 250. Carolyn Madigan, VP, Brand Development Al Wittemen, CMO Wittemens experience includes integrated marketing for Acosta and managing director at TracyLocke. Wittemens team used research on how shoppers buy hypoallergenic products for a clients campaign in the facial tissue category.

The Store (WPP)

Gwen Morrison, CEO, The Americas and Australasia David Roth, CEO, EMEA and Asia

TracyLocke
Dino de Leon, Executive Creative Director De Leon leads creative in the Dallas office, managing a team of 49 employees, and has held senior positions at a mix of advertising, promotional and shopper agencies in Dallas, St. Louis and Westport, Conn. Beth Ann Kaminkow, President & CEO Michael Lovegrove, Chief Creative Officer Lovegrove leads more than 60 multidisciplined people in the agencys creative department. TracyLocke won a Silver Effie Award for the Find Your Fit program it created for Gatorade and Walgreens. Jim Sexton, Chief Marketing Officer Maria Zanghetti, Client Services Director, Partner

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TPN
Dina Howell, Worldwide CEO Howells team delivers insights, strategy and retail execution to global clients. She served at P&G as vice president, global media and brand operations. Tyler Murray, Global Digital Practice Lead Murray leads the innovation and digital strategies team. It developed an in-aisle touchscreen allowing shoppers to explore items online, determine which is right for them, and even purchase if out of stock on the store shelf. It also developed an e-commerce buy button on Facebook. Julie Quick, North America Planning and Insights Leader Quick leads the agencys North America Planning practice. Her team worked with clients on insights for food, drug, mass and club retailers and how shoppers respond in different environments. Manolo Almagro, VP, Digital Shopper Marketing Sarah Cunningham, SVP, Account Service Cunningham leads multiple client teams. Her team worked with Jockey International to reach a new consumer and developed a new product line for Target. The exclusive mens line, JKY by Jockey, launches at Target this summer with a marketing plan that reminds Target shoppers that its time to change your underwear. Rich Feitler, President Feitler oversees all aspects of agency operations. He has worked on brand-building programs for PepsiCo, Walmart, Bank of America, 7-Eleven, The Hershey Co., Staples, Anheuser-Busch and General Mills. A consumer campaign concentrated on creating relevance for Clorox Liquid Bleach with a new generation of shoppers, with a strategy hinged on interrupting her at critical points along her path to purchase.

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Trisect
Dick Thomas, Founder & CEO Thomas career spans time with brand marketers and direct marketers, and he has worked at agencies Frankel and Arc Worldwide.

Twin Oaks Integrated Marketing

Tony Adamich, VP, Partner Programs Steve DeVore, SVP/General Manager

Mary Van De Walle, VP, Strategic Planning Van De Walle currently leads strategic development for P&Gs beauty and household needs brands and Johnson & Johnsons OTC brands. Most recently she led strategic insight development for executing Head & Shoulders partnership with the NFL and MLB from a shoppers perspective.

Y
Young & Rubicam
Rodger DiPasca, Global Retail Communications Director DiPasca is responsible for building Y&Rs worldwide shopper marketing business.

V
Visual Latina LLC
Guadalupe Cano, Owner Alejandra Denda, VP, Strategy and Business Development Denda heads strategic planning and business development for current and new clients. She has 18 years of experience creating global and multicultural branding and shopper marketing programs for media, retail and CPG brands such as Clorox, Colgate, Walmart, Target, Telemundo and MTV Networks.

U
Upshot Inc.
Lisa Hurst, VP, Account Management, Shopper Practice Lead Hurst joined Upshot in 2004 and currently leads the agencys shopper marketing practice along with oversight on the P&G, Johnson & Johnson and New Balance businesses. Brian Kristofek, President & CEO Kristofek was named CEO in early 2007 and spent the previous seven years as Upshots president. He currently focuses on Upshots consumer, shopper and business-to-business marketing practices. Brian Priest, SVP, Creative Services, Creative Shopper Practice Lead Priest is the creative lead for Upshots shopper marketing practice. In his 11 years at Upshot, Priest has used a shopper behavior-based approach with marketing, brand building and retail design. Current clients include P&G, Johnson & Johnson, New Balance and Corona.

Valentina Tudose, Regional Retail Communications Director, Asia

Beth Warren, Regional Retail Communications Director, Latin America

W
WD Partners
Michelle Fenstermaker, Executive Director, Insights Fenstermaker leads a team of consumer researchers who develop, implement, and analyze primary information for branding, positioning, new product, retail, and service innovations for WDs global retail clients. She heads WDs research project, Grocerys Next Generation, leading the research team that sought to explore how Millennials shop in grocery stores and what they expect out of that experience.

Z
Zooka Creative
Steve Decker, President Decker leads Zookas strategy, creative and production teams, and has primary responsibility for creating strategies that combine traditional in-store promotions and P-O-P displays, with the interactive advantages of web, social and mobile technologies.

Copyright 2012. Path to Purchase Institute, Inc., Skokie, Illinois U.S.A. All rights reserved under both international and Pan-American copyright conventions. No reproduction of any part of this material may be made without the prior written consent of the copyright holder. Any copyright infringement will be prosecuted to the fullest extent of the law.

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