As seen in

While our other “Who’s Who” features identify individuals at brands and retailers who lead efforts in shopper marketing, digital shopper marketing, insights and merchandising, this focuses 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. This year’s list of agency executives includes more than 200 names.

in Shopper MarkeTingAgencies

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AAMG - AcostA MosAic GroupPaul Ballew, VP, Strategic Planning

Ballew is a veteran marketing strategist focused on the retail landscape.

Matthew Diamond, VP, Business Development, Hunter Straker

Diamond oversees the Cpg portfolio within the Canadian operation.

James Fraser, VP and Retail Guy, Hunter Straker

Fraser has knowledge of the retail environment from both the client and retailer sides.

Chad Grenier, EVP, Retail Marketing Agency Services

grenier oversees the retail Marketing Services business unit. While at Mosaic, he led shopper marketing strategy for Cpg clients.

Jason Katz, SVP, Digital Marketingkatz holds more than 25 years of retail and digital experience across Cpgs and retailers. he helps clients use new media in their marketing efforts.

John Meyer, SVP, Retail MarketingMeyer provides leadership for the aMg field agency and retail marketing teams, offering integrated marketing services for supplier teams, brands and retailers.

Soche Picard, SVP/GM, Retail Marketing Agency

picard manages the creative agency at aMg/Mosaic.

Lauren de Simone, SVP, Strategy, Innovation & Growth

De Simone is a senior member of aMg’s leadership team, heading experiential, shopper and digital marketing. She has held senior roles with The Coca-Cola Co., revlon and

ryan partnership, among others.

Aidan Tracey, PresidentTracey focuses on experiential, digital/social media and shopper marketing to reach consumers. he was the Ceo of Mosaic Sales Solutions, which merged

with acosta Marketing group.

Alcone MArketinG GroupHeather Eichele, SVP, Group Account

Director

Bill Hahn, President & CEO

Arc WorldWideLilia Arroyo-Flores, VP, Planning Director

Flores leads strategy and insights for alcon, Comcast and paypal. her work includes Comcast’s retail launch of Xfinity home, for which the in-store display campaign won Creative

Best of Show in the 2013 oMa awards.

April Carlisle, SVP, Director of Strategy for Global Shopper Marketing

Carlisle recently joined arc Worldwide after several years with procter & gamble, where she led the Cpg’s Shopper Marketing Center of excellence and oversaw the in-store work

across p&g brands.

Jim Carlton, Managing Creative Director

Elizabeth Harris, SVP, Strategy Directorharris leads senior insights and strategy for brands such as intel and MillerCoors, and is also an adjunct professor teaching shopper marketing at northwestern University’s

graduate program in integrated Marketing Communications.

Lisa Hurwitz, EVP, Group Account Directorhurwitz leads arc’s shopper marketing relationship globally with procter & gamble, using shopper insights as part of p&g’s “store back” approach.

Nick Jones, EVP, Retail Practice LeadJones has led arc/Leo Burnett’s retail and shopper marketing practice for the last four years. in addition to guiding business development and best practices, he oversees

teams working across clients such as Coca-Cola, Comcast, MillerCoors and alcon. he recently led the team that pitched and won the intel global shopper marketing business.

David Kuhn, SVP, Research Directorkuhn has studied the behaviors of the evolving shopper, most recently leading a new global study of shopper behaviors across six countries.

Karuna Rawal, EVP, Retail Strategy Director

rawal leads strategy and insights for arc/Leo Burnett’s largest shopper client, procter & gamble, across multiple brands (olay, Crest, Tide and pantene). She also leads

strategy for Farmhouse, Leo Burnett’s innovation and new Venture practice for several global clients, including p&g.

Masha Sajdeh, Chief Shopper Strategist, SVP of Insights & Strategy

BBArd AdvertisinGBarb Stabno, President

Stabno started Bard more than 17 years ago and currently oversees the account teams and strategic development.

BBdo / proxiMityLaura Davis-Taylor, SVP, Managing

Director – Shopwork

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Sharon Love calls it “terrific serendipity.” Af-ter graduating from college with degrees in political science and English and a minor in psychology, she had her heart set on at-tending law school – after working for a few years to be able to pay for it. During that time, she met the chairman and CEO of TPN through two brand managers at Frito-Lay, TPN’s biggest client. That was 25 years ago.

Love began her tenure at TPN (part of Omnicom Group since 2002) as an account executive but quickly ascended through the ranks, being named president in her early 30s and CEO around 40. “What was drawing me to what I thought I’d like about law is what has ended up making me love marketing: the study of human behavior. And in this case, shopper behavior and consumer behavior,” she says.

Today, Love concedes that TPN’s long-standing promise of “Reimagine Retail” is a tall order but one that “has inspired and driven us for many years to do what we do each day.” Staying on pace with (or ahead of) trends and insights in “all things retail”

– including shopper dynamics, retailer in-sights, new product innovation, new en-abling technologies, etc. – is at the heart of it. “We view our direct challenge as the need to deliver commerce with imagina-tion for our retailer clients and our CPGs,” she says. “The world in which we play has never been as dynamic as it is right now,

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tpnSharon Love, Chief Executive Officer

and that demands relentless focus on dis-covery and understanding.”

The company does a “deep dive” for its employees based on the belief that creativ-ity and imagination “is born at the inter-sections of diverse inputs and thoughts,” Love says. “It’s our responsibility to provide those intersections for our people.”

Cricket’s “Muve Music” shopper mar-keting program marked a major success for the agency. Designed specifically for a mobile phone – giving the user unlim-ited music that’s included in their monthly wireless plan – the program was the first 360-degree campaign for Cricket, Love says. “Grounded in the insight that music is a critical lifeline to a person’s world, the program was integrated across all market-ing mediums and drove incremental sales that exceeded all projections.”

More recently, TPN partnered with Crick-et for an omnichannel platform called “Half Is More,” which Love says delivers “bold and disruptive content that debunks the myth that paying half means getting less

and demonstrates that when you pay half with Cricket you actually get more.” TPN partnered with a

group of independent Chicago writers for the campaign. The content is active across channels and is seeded based on how shoppers educate themselves on wireless providers throughout the path to purchase.

The new levels of sophistication and focus that exist in shopper marketing today have not only increased TPN’s shopper marketing

services but have made the discipline a criti-cal component of the ongoing dialog with shoppers and brands, she says. “The disci-pline has created a broader brand conver-sation, and to leverage this we’ve adopted, evolved and created many tools and frame-works. These are ever-changing … and con-stantly evaluated due to the very dynamic state of retail, shopping and shoppers.

“Our goal will remain to discover what the influencers of shoppers’ decisions are that allow or drive them to make brand and product category choices more con-fidently and easily. It’s well-established that the shopper is in control, and regard-less of the product category or the level of involvement with a brand, shopping and brand engagement have changed. The smartest brands are finding their role in this new world of dynamic retail.”

“The world in which we play has never been as dynamic as it is right now.”

Photo by TPN

BiG red roosterAaron Spiess, President, Co-CEO

Spiess has global expertise across multi-channel engagements gained over 20 years in the industry.

Dan Stanek, EVPStanek has nearly 30 years of retail marketing experience. he leads Big red rooster’s experience strategy efforts.

Blue chip MArketinG WorldWideLowell Cantor, Chief Operating Officer

Cantor has 20 years of shopper and grocery experience and oversees operations, hr, finance and media. he leads the Wells enterprises client business.

Stanton Kawer, Chairman & CEOkawer leads the integrated marketing agency’s work in insights-based strategy for such clients as procter & gamble and pepsiCo.

Bob Klein, Chief Strategy Officerklein leads the strategic planning and research department and is responsible for leveraging the “Uniting Brand to Sales” process for Blue Chip clients.

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Integer executives say the agency lives at the intersection of branding and selling. Successful shopper marketing, they say, is not just about conversion. “It’s critical in every interaction we create or every story we tell that we link both the brand equity and the retailer,” says Ellen Cook, presi-dent, Dallas. That all starts with insights and strategy. “We truly are relentlessly curious about shoppers and shopper be-havior. But the key is finding the true in-sight. Once we’ve identified it, the strategy comes out of that,” she says.

The agency has a deep commitment to research, having undertaken extensive studies to better understand shoppers and their behavior. The “Complex Shop-per Study,” for one, looks at how shoppers work through a considered purchase vs. other purchases.

Mike Sweeney, chief executive officer and president, Denver, says the teams at Integer are collaborating every day with clients as well as with the other agencies that are helping the brands go to market. But what sets Integer apart, he believes, are the frameworks it has built and the proprietary tools it employs when cre-ating shopper marketing programs. As both brands and retailers up their game in terms of what they know about shoppers,

he says, the agency is mining data as well. “We’re making sure that we’re looking for those insights in the information they have at their fingertips, in addition to whatever we might bring to the table,” Sweeney says.

Integer’s trademarked “3 Lens Model” uncovers the moment when the brand and retailer come together to transform the shopper into a buyer. “We’re making sure that we understand each of those three [the brand, retailer and shopper] as

the inteGer GroupMike Sweeney, CEO and President, DenverFrank Maher, COO and Group President, MidwestMarc Ducnuigeen, President, InternationalEllen Cook, President, Dallas

intently as possible,” says Frank Maher, chief operating officer and group president, Midwest. “The 3 Lens Model is really the construct of how we get there. Our goal is to maximize the ben-efit of each of those constituent lenses, all pointing to that inter-section of branding and selling.”

Sweeney says the agency also applies its shopper continuum against each of the lenses. “This idea of what happens at pre-tail, retail and post-tail – before, during and after the shopping experience – and then trying to apply those to the brand, retailer and the shopper. That’s when you start to get all of our frameworks working togeth-er to really come up with some unique so-lutions.”

A perfect example is Kellogg’s back-to-school program at Walmart. According

to Marc Ducnuigeen, president, International, the program represents the brand but also resonates with shop-pers. “It brought about equity around some-thing that moms re-

ally know about – the scholastic program – which resonates with her and brings her a value that she’s looking for in providing for her family,” he says. Making it unique to Walmart and ideal for the needs of its shoppers completed the win. “That trium-virate of reaching success for the brand, the shopper and the retailer is what we think is the hallmark for success for any of these programs.”

Integer’s international network, in place for six years, includes more than 300 as-

“ We are relentlessly curious about shoppers and shopper behavior. But the key is finding the true insight.”

sociates working in 17 offices outside the United States. Each market presents its own growth opportunities, but Ducnui-geen says the strong focus is now on the markets with massively emerging econo-mies and, more importantly, a rapidly emerging middle class. “Clients are sud-denly finding themselves with these huge economic and commercial opportunities to meet the needs of a brand new C class that has never had disposable income or discretionary spending power,” he says. “And mobile and digital is really compress-ing the sense of time needed for those markets to catch up.”

Sweeney says that digital and mobile will continue to be a large part of the con-versation. “Obviously both are a significant part of not only how shopping is done today but also the future of how people are going to interact with retailers, shop in-store and even the online purchasing cycle that happens,” he says. “We need to continue to educate ourselves and our cli-ents on the opportunities to use these me-diums as a way to make a greater shopping experience for our brands’ shoppers.”

Photos by The Integer Group. Clockwise from top left: Sweeney, Maher, Cook, Ducnuigeen.

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Jeff Skolnik, EVP & GM, Blue Chip Retail Marketing

Skolnik brings more than 15 years of analytics and creative experience to retail and shopper marketing work for Blue Chip retail clients across more than 35 product categories.

Sherri Rosenberg, Media Directorrosenberg oversees media planning for Blue Chip clients.

Sarah Van Heirseele, VP of DigitalVan heirseele leads Blue Chip’s full-service digital department. She and her team are responsible for developing and executing digital shopper marketing campaigns for clients such as

p&g, ricola, heinz, Fisher nuts and Blue Bunny.

CcAtApultMelissa Berryhill, SVP, Group Director

Tom Brown, EVP, Senior Group Director, Retail Connect

Brown currently leads the Conagra Foods and Mars petcare shopper marketing businesses for Catapult. he also heads up retail Connect, Catapult’s decentralized shopper

marketing team, with offices in top grocery/mass retailers headquarter locations.

Charley Ciresi, Managing Director

Peter Cloutier, CMOCloutier is one of the original founders of Catapult, helping to build the agency’s positioning, service offerings, systems and practices.

Lynn Cross, Account Director

Brian DeLong, VP, Shopper Marketing, Creative Director

DeLong heads the Catapult shopper marketing creative team from the Minneapolis office.

Seth Diamond, EVP, InsightsDiamond leads Catapult’s insights practice and brings more than 15 years of insights, analytics, CrM and direct marketing experience with both client and agency perspectives.

Heidi Froseth, SVP, Target Team Leader

Jennifer Gioffre, EVP, Group Directorgioffre has more than 15 years experience in marketing on both the client and agency sides.

Paul Kramer, CEOkramer is responsible for leading agency positioning, philosophy and culture, as well as for developing innovative creative platforms.

Joe Robinson, Presidentrobinson has an extensive background in shopper marketing, promotional marketing, brand marketing, merchandising management and sales.

chAse desiGnMarty Cregg, President

Peter Lynch, EVP, Shopper Based Design

circle one MArketinGMichael Dill, Managing Partner

Laura Mellor, Account Supervisor

Mark Szuchman, Managing Partner

colAnGelo Michael Dillon, Executive Director,

Brand Activation & Shopper Marketing

Eric Greifenberger, Managing Director

Margaret Parker, Managing Director

Edward Wallon, Executive Director, Commercial Strategy

Peter R. Viento, Executive Creative Director

collABorAtive MArketinG Group inc.Gary Friedlander, Partner

Garrett Plepel, President

curB croWserTracie Curb-Crowser, CEO & Chief

Creative Officer

Dean Forbes, Vice President

DdrAftfcBTeddy Brown, Chief Digital Officer

Tina Manikas, EVP, Global Retail & Promotions Officer

Chris Miller, Chief Digital Officer

Janet Rose, Global Director of Retail Planning

EeAstWest MArketinG GroupChris Bragas, Chief Executive Officer

Bragas has developed eastwest’s integrated marketing services, including shopper marketing and digital practices.

Kristina Mangus, VP, Account DirectorMangus leads multiple client teams for major consumer packaged goods, entertainment, financial and automotive companies.

Joyce Lu, VP, Strategic PlanningLu leads strategy and insights development as well as market-research initiatives. She also spearheads a wide range of strategic initiatives, from consumer- and retail-

insights research, brand positioning and identity development to planning innovative promotional solutions.

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hArvey And dAuGhtersKathy Harvey, President

harvey founded the multi-disciplinary shopper marketing consultancy.

IinteGrAted MArketinG servicesValerie Bernstein, VP, Client Services

Bernstein previously designed programs for the Foods division of British retailer Marks & Spencer in London and created large-scale consumer promotions at a new York

City entertainment marketing agency. She now manages multiple client relationships and leads business development.

Sean Conciatore, Executive Creative Director

Elizabeth Fogerty, SVP, Strategic Planning and Insights

Jill Griffin, President

Lisa Klauser, President, Consumer & Shopper Marketing See profile above

Sara Riley, VP, Client Services

Allison Welker, EVP, Client Services

the inteGer GroupWill Clarke, Executive Creative Director

Ellen Cook, President, Dallas

Marc Ducnuigeen, President, International

Craig Elston, SVP, Insight & Strategy

Craig Moser, VP, Account ManagementMoser leads eastwest’s in-store planning, execution and digital initiatives. he currently heads up the major merchandising initiatives for Mondelēz international.

eric MoWer & AssociAtesVirginia Bates, Partner, Director of

Promotion Planning

Katie Butler, Director, Shopper Insights

Sandra Gingerich, Senior Partner, Director of Client Service

Rob Neiler, Director of Creative Strategyneiler leads a group of shopper marketing specialists focused on short- and long-term visual merchandising creative strategy and execution along the entire path to

purchase, with retail concepts ranging from shelf talkers to entire department design.

FfAMe, A retAil BrAnd AGencyLynne Robertson, President

ferrArA & co. AdvertisinG & MArketinG llcLinda Rosenthal, Managing Director

GG2Leslie Clifford, Executive Director,

Strategic Planning & InsightsClifford leads a team of shopper and retailer planners and oversees research capabilities. She has more than 20 years of insights experience across various forms of marketing

including brand advertising, national promotions, shopper marketing programs and digital initiatives. She works with clients at kraft, Mondelez and procter & gamble to launch new products, build in-store destinations and develop programs for the multichannel shopper.

Jonathan Dodd, Chief Strategy Officer and Global Shopper Marketing Practice Leader

Dodd develops the agency’s capability and supporting tools in line with client needs, focusing on the omni-channel shopper, digital and the leveraging of data.

Nancy Leibig, Executive Director, General Manager

Leibig oversees g2 Chicago operations, including existing clients, as well as development of new business opportunities integrating shopper marketing, promotions

and digital.

Brenda Magnetti, Executive Director, Account Management

Magnetti has more than 20 years of experience in shopper marketing, relationship marketing and integrated services planning and currently runs the Mondelez account in

g2 Chicago.

Group 360 coMMunicAtionsKirk Arnold, VP, Client Services

Greg Mueth, Director, Shopper Insights & Planning

Mueth has more than 20 years of Cpg and retail experience serving companies like anheuser-Busch, Walmart, kellogg and procter & gamble. he heads the shopper

marketing and shopper insights disciplines.

HhMt AssociAtes inc.Patti Conti, President/CEO

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Lisa Klauser’s first exposure to the business world came as a receptionist at Lenders Ba-gel Bakery in West Haven, Conn. – just as leg-endary brothers Marvin and Murray Lender were selling the business to Kraft Foods.

Born to two Italian immigrants and the first person in her family to go to college, Klauser entered the University of Connecti-cut with the intention of becoming a Span-ish teacher. She changed gears, though, graduating with a bachelor’s in marketing while also interning with Procter & Gamble. She began her career at Nestlé, then moved over to Kraft Foods before starting a 19-year tenure at Unilever. (She’s also a 2012 Shop-per Marketing Hall of Fame inductee.)

Klauser joined Integrated Marketing Ser-vices, a division of Advantage Sales and Mar-keting, in October 2012, just a few months after leaving Unilever to spend more time with her family. “The opportunity to lead the [consumer and shopper marketing] di-

vision brought me back a little sooner than I had anticipated – a choice that has been a big win for everyone,” she says. “I’ve been able to spend more time with my fam-ily, and I still get to work with Unilever and many other outstanding companies doing what I truly love to do, which is build brands and drive profitable growth with retailers.”

She leads a team of more than 225, pulling

inteGrAted MArketinG servicesLisa Klauser, President, Consumer & Shopper Marketing

experiences from throughout her career. On the client side, and particularly in the shopper space, she found it exciting to innovate and “bring fresh ideas to customers and watch how those ideas and results contributed di-rectly to the business performance.” She also enjoyed working cross-functionally within companies and bringing various disciplines to the customer in unique ways that drive value. On the agency side, she is fueled by working with people from different companies and industries. “One day I might be working with People magazine, and the next I’m with a re-tailer or with the Sharpie team. The diversifi-cation and opportunity to learn about all dif-ferent kinds of businesses is very rewarding.”

Always a champion of the consumer and the customer – two of the most important constituents in any CPG organization, she says – Klauser looks back 15 years ago when it was clear that consumers were making the majority of their purchase decisions in-store,

when media was begin-ning to fragment and when customers were developing marketing strategies to cater to their shoppers. “I cham-pioned shopper marketing because it enabled us to capi-

talize on all of the forces that were coming together,” she says. “With anything new you are bound to encounter some resistance, and the way you get around that is by engaging all of the constituents – sales, marketing, fi-nance, research – and aligning them on the objectives and the KPIs that will determine success. You then start small, prove the value, and scale rapidly.”

Klauser points to Integrated’s deep roots and relationships with customers as a main reason the company’s shopper marketing practice stands out. “Because we’re part of Advantage Sales and Marketing, we have people on the ground with the customers in every market, and in some cases sitting with the retailers, so we understand cus-tomers and shoppers in a way that other agencies just can’t,” she says.

Among Klauser’s favorite work is the partnership between Unilever’s Dove and Walmart that centered around help-ing young girls build self-esteem. “We’re proud of this work because it’s not a one-off; this is five-plus years of building on success and innovating to meet changing shopper needs, focusing on meeting vol-ume goals, and building the equity of both the Dove and Walmart brands,” she says.

“The diversification and opportunity to learn about all different kinds of businesses is very rewarding.”

Photo by Steve Hockstein

Frank Maher, COO and Group President, Midwest

Xan McNelly, EVP/Chief Integration & Strategy Officer

Mike Sweeney, CEO and President, Denver See profile on page 4

interBrAnd desiGn foruMBill Chidley, SVP, Shopper Sciences

JJWt/oGilvyActionKen Featherston, EVP, Planning & Strategy

Featherston leads the agency’s shopper planning and strategy team in the development of behavior-changing insight and strategy.

Justine Greenwald, Executive Creative Director

Steve Harding, Global CEOharding has held positions on both the client and agency side.

Sheila Hartnett, CEO, North Americahartnett has spent 30 years reformulating and creating retail solutions for clients. her experience includes leading a group at revlon in the 1980s that

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Joe Lampertius’ passion for creating the “right environment” can be traced to when he started his own landscape business as a 12-year-old. He grew the company throughout high school and while earning a bachelor’s in landscape architecture and architecture design. But when he began pursuing his master’s his focus shifted to new product development and research, and he decided to sell the company.

Lampertius began his career at The Stroh Brewery Co. and held positions at Carhartt, Valassis, Bigfoot Interactive and You Technology before moving to the agency side, leading the retail planning team and all new business efforts for Mars Advertising. Then three years ago, he moved to Momentum Worldwide to do similar work – on a global basis.

As senior vice president and global prac-tice lead, he started building a strong re-search/insights/strategy team across its of-fices in Atlanta, Chicago, New York and St. Louis. “In the space of shopper marketing,

we wanted to make sure we were closer to the brand marketing group so we could make a stronger bridge between brand consumer marketing and shopper market-ing,” Lampertius says. “[And] having our creative team understand how to com-municate to shoppers in a zone messaging strategy to create a contiguous story along the entire path to purchase is very impor-tant. If we can understand the mindset

MoMentuM WorldWideJoe Lampertius, Senior Vice President and Global Shopper Marketing Practice Lead

based on and relative to where that person is, then we can come up with a communi-cation objective as well as the messaging and visuals to make that happen.”

Momentum has created Global Shopper Tool Kits to ensure that brand messages are as consistent as possible, not only across channels but also across different markets.

In August 2012, IPG (Momentum’s hold-ing company) acquired design consultancy ChaseDesign, which operates as a solely owned subsidiary. ChaseDesign aligns its capabilities with Momentum’s when pos-sible to offer more comprehensive shop-per marketing services with strengths in shopper research, behavior-based retailing technology and e-commerce across out-of-store, in-store and point-of-purchase, Lam-pertius says.

The executive team and Lampertius rec-ognized Momentum’s strong focus on ex-periential and brand experiences for its cli-ents and “making sure that the experience

around the brand is so loved and protected,” he says. “We wanted to apply the same thing in shopper marketing and decided to look at poten-tial improvements we could make for brands and retailers

to collaborate together to improve the ex-perience in-store.

“We started going down the path of cat-egory design and aisle reinvention work, and I loved it,” he says. “It brought me back to my architectural design days because we were affecting environments, not just creating POS.” Together, Momentum and ChaseDesign “amplify where we’re going in terms of understanding and reinventing

“We started going down the path of category design and aisle reinvention work, and I loved it.”

the journey and destination. Momentum has been mainly focused on the journey. We’ve put a strong focus on destination work more recently, so now when we work together it can be completely seamless.”

Momentum pioneered an integrated consumer/shopper segmentation study that allows for a seamless connection be-tween brand efforts and customer efforts. This came to life recently for a global cli-ent with the launch of a new camera. The integrated study identified the most opti-mal segment to target. “The research led a smart media plan along the entire path to purchase, including the most optimal desti-nations. It also informed what content was most influential along the journey,” Lam-pertius says. By honing into the right target market, the client saw great success with the program and was able to be more focused, which was apparent in what stores were chosen and how they were merchandised.

Photo by Momentum

redesigned how Target sold cosmetics, as well as focusing on current shoppers and how they use digital.

Gail Kay, COO/Managing Director, Akron & Chicago Offices

kay has more than 25 years in brand activation, encompassing stints in media, account service and agency management.

Colin Kennedy, Executive Vice President, Client Service

Ken Madden, EVP, Head of Digital, North America and Analytics, Global at JWT/Ogilvy Action

Madden has been with ogilvy for 14 years, currently leading digital growth with a focus on eCommerce and digital strategy - mobile, social, loyalty and data.

Ron Magliocco, Managing Director for JWTAction New York

Magliocco works with JWT’s agency and client teams globally to integrate shopper and retailer-centric thinking into brand idea planning. prior to joining JWT, he built and led the

ryan partnership’s Shopper Marketing Center of excellence and led the nestlé Waters and nestlé purina petcare businesses. he also

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spent six years at The Coca-Cola Co., where he held positions in brand marketing, consumer promotions and retail marketing.

Scott McCallum, President, Shopper Marketing, North America

McCallum has worked on both the client and agency side, and his past strategic approaches have created shopper-centric promotional solutions that increased trade participation

and consumer takeaway across various brands.

Becky Miller, Planning Director

Heidi Schoeneck, Executive Creative Director

Schoeneck leads programs for multiple Fortune 100 companies, including p&g, kellogg, nokia, The home Depot, Lord & Taylor, hallmark, L’oreal and McDonald’s. previously she

led creative teams at Leo Burnett/arc Worldwide, DraftFCB and Marketing Drive. She recently helped build the shopper marketing practice for anthem Worldwide.

Kevin Shelhamer, SVP & Managing Director

Shelhamer recently joined the company to lead the SC Johnson account. he previously was SVp and managing director for Saatchi & Saatchi X.

Peter Switzer, Executive Vice President, Client Service

LlunchBoxJay Mathew, SVP/General Manager

Adam Roe, CEOroe leads initiatives for in-store and online platforms that are created using original video content, game development, utility and application development, social

media, community management, brand engagement websites, search and mobile.

Kevin Weisberg, CMO

Mthe MArketinG ArMMike Paley, SVP, Shopper Marketing &

Experientialpaley runs the shopper marketing & experiential practice at The Marketing arm. his duties include defining and creating shopper and experiential strategies across its client

base, including for anheuser Busch, aT&T, Frito-Lay, gamestop, JCpenney, nintendo and royal Canin. he serves on the google Shopper Marketing agency Council.

the MArketinG store WorldWide lpChris Hess, VP, Strategic Business Partnerhess works with new and prospective clients in crafting path to purchase strategies.

Rob Pieper, SVP, Planning & Strategypieper has experience in brand and product development, consumer and shopper insight, loyalty, retail messaging and promotions management. he heads up the Strategy and planning group of the firm’s retail practice and is working on intellectual property in the area of youth and family marketing.

MArketinGlABRich Butwinick, President

Butwinick has more than 20 years of experience in shopper marketing, retail marketing and promotions for leading manufacturers such as procter & gamble, Land o’ Lakes, Viking

range, Delta Faucets, Western Union and Mckee Foods. he is a faculty member for the path to purchase institute, providing thought leadership on shopper marketing and consumer promotion.

Chris Haas, Creative Directorafter a decade of retail advertising experience at Best Buy, haas joined MarketingLab in 2008, working with clients such as procter & gamble, Land o’Lakes and Delta Faucets.

he has also built partnerships with key retailers.

Mark Lenss, SVP and Managing DirectorLenss has more than 25 years of experience in marketing, with an emphasis on consumer promotions for large and small brands as well as startups.

John Tieszen, VP, Managing DirectorTieszen leads the Land o’Lakes retail dairy foods team and the Mckee Foods team. he has more than 25 years of marketing and promotion experience on both the agency and client

sides. he also serves on the agency’s management team.

MArketvisionBonnie Garcia, CEO

Frenchie Guajardo, VP, Digital & Shop-per Marketing

guajardo provides strategic leadership for MarketVision’s shopper & digital marketing practice across clients and teams. She oversees cultural insight-based shopper marketing. her clients have

included MillerCoors, Conagra Foods, kraft, Smucker’s, general Mills, Coca-Cola and procter & gamble.

MArs AdvertisinG inc.Ken Barnett, CEO

Barnett operates 12 full-service offices around the U.S., Canada and the U.k., and has funded and helped build other companies that serve the shopper marketing space,

including a warehouse and logistics company, several shopper-focused digital startups and several analytics companies. Mars’ management team has a fund to help emerging shopper companies.

Jake Berry, SVP, Continual ImprovementBerry currently manages the Mars team for The Campbell Soup Co. and pfizer.

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Ann Carr, EVP, Client ServiceMars was honored with two effie awards in 2012 for Carr and her team’s work on Cargill’s Truvia integrated marketing campaign. a former vice president at general Mills,

she was instrumental in launching the company’s Box Tops For education loyalty platform. Carr is a member of the google Shopper Marketing Council.

Sue Golden, SVP, Client Servicegolden has been with Mars for 15 years and has managed the channel team since 2010. She also managed shopper marketing efforts for the Chicago and Cincinnati markets.

Fern Grant, SVP, Strategic Planninggrant oversees a 13-person strategic planning team that serves core clients including Campbell’s, pepperidge Farm, hillshire Brands and Walmart. Before joining Mars, she led the

consumer insight team at LeapFrog enterprises, responsible for U.S. and international brand, product, shopper and advertising research.

Steve Nottingham, SVP, Client Servicenottingham currently leads the Walmart and MCX businesses across the entire Mars network. he has led development of the digital capability and extended Mars’ shopper marketing

into the digital arena. he also has led the Colgate-palmolive engagement.

Allan Peretz, SVP, Client Service and E-Commerce

peretz, a former procter & gamble executive, has brand management shopper marketing, and e-commerce experience.

Rob Rivenburgh, COO rivenburgh has served as chief operating officer for the last three years. Before that, he built and led the Mars office in Bentonville, ark. prior to that, he was responsible for the

development and management of the Mars field-based shopper marketing network. in addition, his experience includes 14 years with nestlé USa and three years with Diageo in various marketing, customer marketing, category management and sales roles.

Jeff Stocker, Chief Creative OfficerStocker oversees all of Mars’ creative leadership teams and product output. he has more than 30 years of marketing and shopper marketing experience.

Dan Streety, Executive Creative DirectorStreety is responsible for growing the Mars creative product while building teams and expanding business globally.

Gabe Wight, SVP – New Business Development

With more than 15 years of retail industry and shopper marketing experience, Wight is responsible for the agency’s business development opportunities.

MAss hispAnicSandra Contreras, Director, Business

Development

Maria Madruga, President

Richard Velez, Director, Strategic Services

MAtch MArketinG GroupLiz Crawford, VP, Strategy & Insights

Crawford has more than 25 years of marketing experience, first in brand management and more recently in agency planning.

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

Michael Harris, Presidentharris has spent 25 years developing agencies in both europe and america from which he brings extensive brand, retail and channel knowledge to the discipline of shopper marketing.

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

MediAvestDanielle Bottari, SVP, Group Director of

Shopper Marketing See profile on page 11

Jasen Kelly, VP, Director of Shopper Marketing

Mercury MAMBoBecky Arreaga, President

For more than 13 years, arreaga has headed up the leading shopper marketing agency focused on hispanic shoppers. She leads a seasoned team of insights, experiential and

digital experts focused on creating hispanic shopper engagements.

Liz Arreaga, Partnera 20-year Cpg industry veteran, arreaga is responsible for driving shopper strategies across all agency clients. She is a former Coca-Cola marketing executive.

Lynn Currie, Partner

Jose Espinoza, VP, Strategy & Business Development

espinoza joined Mercury Mambo after a 17-year marketing career at Coca-Cola in brand management, commercialization and multicultural marketing.

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MidniGht oil creAtive/lAGrAphicoJason Covey, Executive Director,

Business Development

Brandon Gabriel, President, Business Development and Account Services

Tom Stillwell, CEO

MoMentuM WorldWideShaun Brown, VP, Global Business

Leadership, Coca Cola

Patty Chandler, Director, Business Lead-ership, Shopper Strategy and Research

Chandler heads Momentum’s shopper practice across both U.S. and global offices, supporting various account teams. Much of her time is spent leading primary

research, which is focused on delivering Momentum’s proprietary consumer and shopper integration research.

Kevin Gosselin, Group Creative Director, Shopper Marketing

Jeff Gould, Creative Director, Shopper Marketing

Elena Klau, Group VP, Research, Strat-egy, Insights, Measurement & Analytics

Joe Lampertius, Senior VP and Global Shopper Marketing Practice Lead See profile on page 8

Donnalyn Smith, EVP, Regional Director, North America

Danielle Bottari distinguishes MediaVest from other shopper marketing agencies based on the way it touches all media. “We’re not a creative agency, but we are driving solutions for our brands across all commerce,” she says. “That means that we’re partnering with our brands to drive sales and connect their business side and their marketing side. It’s not just about a promotion in-store; it’s about how we use media and technology to drive shopper behavior and ultimately drive sales.”

Bottari came to MediaVest from Max Custom Media nearly five years ago to head up the new shopper marketing func-tion. “The company has a talent for seeing where the future is going, and while shop-

per marketing tends to be a creative agen-cy function, bringing shopper marketing into a media agency is a new trend,” she says. Part of her initial assignment was to decide how shopper marketing should live within the agency.

The company recognized the need to connect what’s happening inside the retail store to what’s happening on the outside, she says. “For us, that goes beyond just the brick-and-mortar store. We focus on in-store technology, e-commerce, m-com-merce and gaming-commerce, and we’re able to bring all of those unique solutions to

Photo by Steve Hockstein

MediAvestDanielle Bottari, Senior Vice President, Group Director of Shopper Marketing

our brands, grounded in shopper insights.”MediaVest has a mission to “transform

behavior through uplifting human experi-ences,” Bottari says. “That’s what traditional media agencies do well and what we do well – ensuring the conversion of the con-sumer to the shopper. It’s about creating awareness and intent. As a consumer logs onto her Peapod account or walks into a Walmart store, we hope she comes out with a product on the other side.”

That’s where her team’s work begins. “We’re able to close that loop. We’re actually connecting all of those pieces. By the nature of our business and our core philosophies, we’re able to stand out. We create best prac-tices across that entire shopper continuum,

which is the conversion of consumer to shopper and shopper to buyer. Our practice is based on the idea that the strength of me-dia is in creating awareness and intent for a brand or product and then driving consum-ers and shoppers to purchase.”

Bottari points to MediaVest’s work in helping create a meal solutions program (for an unnamed CPG) that posted strong results. Knowing that a lot of consumers turn to quick-serve restaurants for break-fast, the agency tried to combat that by focusing on how much money they could save by heading to a mass retailer instead.

“The strength of media is in creating awareness and intent for a brand or product and then driving consumers and shoppers to purchase.”

Using morning-drive radio spots and digital ads tied to specific retailers, the program created approximately a 7% lift on mature brands that were bundled together for the promotion. “Those are really targeted me-dia opportunities, but it’s driven through this very basic shopper insight,” she says.

In Bottari’s eyes, successful shopper marketing is defined by microtargeting. MediaVest uses this strategy frequently with mobile, combining location-based activity with traceable tender. “We’re lim-iting waste and fine-tuning efficiencies,” she says. “If you think about coupons, the majority go to existing customers, so com-panies are simply rewarding loyalty. By retargeting based on purchase behavior or competitive conquesting, we’re actually able to grow the business rather than just reward existing customers.”

MoosylvAniA MArketinGNorty Cohen, CEO

Cohen founded Moosylvania in 2003. he was Coo of the Zipatoni agency for 16 years.

Nick Foppe, COOFoppe has spent 20 years on the brand and agency sides, working for such brands as Michelob and o’Doul’s on the pga Tour, and for pabst Brewing Co.

NnsiGhtconnectAlicia Smestad, President

Smestad helps clients develop their shopper marketing, digital and promotion disciplines.

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Rockfish enters into client relationships with disruption in mind. More specifically, with the goal of creating new capabilities, new platforms and new impact based on digital technologies. “We’re seeing a lot of great traction, especially within digital shopper marketing, by taking an entirely different approach – versus creating a shopper marketing campaign and then working a Facebook page into it,” says chief growth officer Michael Stich, who’s based in the company’s Cincinnati office. “It allows for integration but also forces the focus to be on the shopper online first, and then plays out from there. This mentality of creative disruption is what’s fueling a lot of our growth right now.”

Devising new and innovative ways to leverage and win with search engines is a complexity that the Procter & Gambles of the world didn’t have to think about 20 years ago, says chief strategy officer Dawn Maire, who works out of Rockfish’s Dallas

office. “That layer becomes the arbitrator of what you’re going to know about and what potentially you’re going to buy.” The company is spending a lot of time and ef-fort crafting strategies that are helping its clients win with Google and, ultimately, win at shelf.

Helping clients think holistically about digital shopper marketing means leverag-

rockfish interActiveDawn Maire, Chief Strategy OfficerMichael Stich, Chief Growth Officer

ing an ecosystem comprised of everything from social platforms to dot-com platforms to mobile, Maire says. In other words, Rock-fish focuses on optimizing the digital shelf. Just as in bricks-and-mortar, a lot of art and science has gone into how a product is displayed on the shelf and ends up in a cart, she says. “We’re doing the same thing in the digital space, leveraging tools like persuasive architecture, search and con-

tent, mobile accessibility – all scien-tific means, if you will – to help that product land in someone’s cart.”

Rockfish also brings value by helping both its brand and retail clients collaborate within the digital shopper marketing process once

the ecosystem is established, says Stich. While there are first movers, early adopters and more latent players, both Maire and Stich agree that all CPG companies are now present in the space to varying degrees. “Everybody is getting into the game and anyone that’s behind is working very hard and very fast to get caught up,” Maire says.

Among Rockfish’s success stories is its

“This mentality of creative disruption is what’s fueling a lot of our growth right now.”

continuing work with Sam’s Club. The agency created a digital ecosystem that helped change consumers’ perceptions of the club chain as not only a stock-up des-tination but also a place for weekly or even more frequent shopping. As Stich notes, many companies talk about mobile first, but Sam’s Club is actually doing it. “They’re using mobile as a way to set up their e-commerce efforts, and as a way to think about category-level promotions with sup-pliers through their tablet first.”

Rockfish offers a social-local-mobile diag-nostic tool called Sygnl that creates a new standard of measurement for both brands and retailers. The scoring methodology measures current so-lo-mo efforts, provides industry benchmarks to measure efforts against, and arms companies with an action plan for improving their score. “We look at how strong a client’s digital ecosystem is and how easily accessible they are through search and through a mobile device, and we have set criteria to grade that,” says Maire. If a client wants a “brighter signal,” Rockfish will provide the steps needed to get there.

Photos by Rockfish

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SsAAtchi & sAAtchi xJim Cartwright, SVP and Managing

Director Cartwright leads the northwest arkansas office and works directly with p&g’s Walmart global Customer Team on programs for Walmart stores and Sam’s Club

locations across north america.

Dr. Christopher Gray, VP, Shopper Psychology

Dina Howell, Worldwide CEOhowell spent 22 years with procter & gamble. She has been honored for her contributions, including Advertising Age’s Women to Watch and the path to purchase institute’s

Shopper Marketing hall of Fame.

Doug Van Andel, Executive Creative Director

Van andel developed credentials in digital, experiential, promotions and traditional disciplines over his 25 years in advertising. Much of his career has been spent with

Saatchi & Saatchi La.

sAi MArketinGAllen Liss, President/CEO

Bill Melnick, VP, Insights & Strategy

Andy Morfopoulos, EVP

schAWk retAil MArketinGMichael Komaninski, President & Group

Managing Director

Jim Lucas, EVP, Global Insights and Strategy

shopper2BuyerAnn McGrath, Group Director

Mcgrath leads kinetic’s Shopper2Buyer group, which focuses on shopper media – in-store, around the store, static and digital.

Charles Millet, Regional Director, Shopper Communications, Europe

Valentina Tudose, Regional Director, Shopper Communications, Asia

rockfish interActiveDawn Maire, SVP & Chief Strategy Officer

Michael Stich, SVP & Chief Growth Officer See profile on page 12

ryAn pArtnershipSusan Boland, Chief Strategy Officer

Paul Bowman, EVP

Greg Carter, Managing Director

Kim Finnerty, SVP, Consumer and Shopper Insights

Chris Harris, EVP, Group Director

John Kuendig, CEO

Mathieu Lignel, President

Mike Marrinan, EVP, Group DirectorMarrinan’s experience spans strategic planning, retail/shopper marketing, digital/mobile marketing and integrated promotions. he leads integrated teams at ryan that focus on

insights-based shopper and digital solutions.

Mary Perry, President

Bill Sloan, President

Tom Smith, EVP

PpAnAvistARoberto Siewczynski, EVP, Strategy

Siewczynski is a marketing executive with more than 20 years’ experience leading hispanic shopper, promotional and advertising efforts for leading brands including:

nissan, Western Union, pepsi, reebok, Clorox, pepperidge Farms, Campbell’s, Tropicana, hp, hershey’s, Quaker and kraft.

pArtners + nApierSharon Napier, CEO

Greg Smith, Director, Shopper Marketing

proJect WorldWideJulie Quick, VP, Shopper Marketing

in Quick’s current role, she works with clients across the project WorldWide network on how shoppers engage with brands and how marketers convert that engagement into business

results.

Rred fuse coMMunicAtionsAlejandra Denda, Regional Director,

Shopper Communications, Latin America

Rodger DiPasca, Global Managing Director, Shopper Communications

shoptoloGyCharlie Anderson, CEO

anderson leads a full-service team focused on shopper engagement, and leads the agency’s development of client partnerships.

siteWireMargie Traylor, CEO

sMith Brothers AGencyDavid Heidenreich, VP of Engagement

Bronson Smith, Founder, Co-Executive Creative Director

Lindsey Smith, Founder, Co-Creative Director

the store/Wpp GloBAl retAilGwen Morrison, CEO, The Store,

The Americas and Australasia

David Roth, CEO, EMEA and Asia

T10 redNicole Harvey, Director, Shopper Based

Design

Stuart Scarr, President

the AGency inside hArte-hAnksTrish Cauley, SVP, Client Services

Jeannine Falcone, Managing Director

Michele Fitzpatrick, SVP, Strategy & Insight

Jeannette Kocsis, SVP, Digital Marketing

theory houseJim Cusson, President

Cusson founded Theory house this year as a shopper marketing agency with a focus on helping challenger brands thrive at retail.

Jared Meisel, Managing Partner, Shopper Marketing

Meisel helps clients leverage digital and physical experiences to connect with shoppers in relevant, profitable ways. Before helping launch Theory house, Meisel

worked at some of north america’s biggest shopper marketing agencies, including Draftfcb and Saatchi & Saatchi X.

tpnManolo Almagro, SVP, Digital Shopper

Marketing

Sarah Cunningham, SVP, Account Service

Rich Feitler, President

Sharon Love, CEO See profile on page 3

Carolyn Madigan, VP, Brand Development

trAcylockeBeth Ann Kaminkow, President & CEO

During her two decades in the industry, kaminkow has touched every aspect of marketing communications across consumer packaged goods, retail, finance, restaurant and technology

companies.

Michael Lovegrove, Chief Creative Officer

Tyler Murray, VP, Digital Strategy

Jim Sexton, CMO

Maria Zanghetti, Vice President

tWin oAks / neptuneSteve DeVore, SVP/General Manager

Uupshot inc.Lisa Hurst, VP, Account Management,

Shopper Practice Leadhurst is responsible for Upshot’s shopper marketing practice and is the account lead for procter & gamble, Johnson & Johnson and new Balance.

Brian Kristofek, President & CEO

Brian Priest, SVP, Creative Services, Creative Shopper Practice Lead

Mary Van De Walle, VP, Strategic Planning

VvisuAl lAtinA llcVanessa Andrews, VP, Account Services

Guadalupe Cano, Owner & COO

WWd pArtnersAndrew Elliot, Vice President, CPG

elliot leads the Cpg practice and serves as senior liaison between client and internal teams, providing guidance in identifying opportunities and strategy. Specializing in

work with C-level executive leadership, he uses WD’s array of services – from shopper insights/strategy to digital media to retail strategy/design.

Michelle Fenstermaker, Executive Director, Consumer Insights

Fenstermaker leads a team of researchers and strategists who develop, implement and analyze primary research that is used to inform brand strategy, positioning and customer

experience innovations. her industry experience includes working with Cpg, grocery, retail and foodservice brands from p&g, pepsiCo, Conagra Foods, Whole Foods, 7-eleven, Victoria’s Secret and Starbucks.

WirestoneAudree Shuman, Client Partner

Shuman leads the interactive marketing communications’ initiatives for Wirestone’s Cpg practice. She has held leadership positions in shopper marketing for

more than 15 years.

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