p2pi.org

As seen in

Our “Who’s 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.

in ShOpper MarkeTingAgencies

2

AAcostA MArketing groupPaul Ballew, VP of Strategic Planning

Ballew leads the Strategic planning team in devel-oping insight-based shopper solutions for clients.

Lauren de Simone, SVP, StrategyDe Simone leads the Strategy, innovation and growth team for aMg.

Ramin Eivaz, Presidenteivaz has experience at major brands such as e&J gallo Winery, pepsiCo, Wachovia and kimberly-Clark.

Lili Mahlab, EVP, Sales, AMG Frontline Mahlab leads aMg Front-line, a third-party in-store program for supermar-kets and supermarket pharmacies. it works with clients to maximize pe-rimeter locations through timing, product assort-

ment and ancillary promotional support.

Mark Scott, EVP, Marketing Service Operations

Scott has responsibility for aMg’s integrated Marketing Services agen-cy as well as promo De-pot (promotional market-ing services), leading a staff of 100+ represent-ing all agency functions.

Alcone MArketing groupHeather Eichele, SVP, Group Account

Directoreichele 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.

Bill Hahn, President & CEOhahn has spent his entire career in the agency world, practicing integrat-ed marketing, activation, and promotions at private and publicly held agen-cies. his team lead the summer 2011 Mike’s hard

Lemonade grown Up’s Lemonade Stand, part of the program for Mike’s display and mer-chandising activity at retail.

Peter Viento, SVP, Chief Creative Officer/East

Viento’s 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.

Arc WorldWideJim Carlton, EVP, Creative Director

Carlton has collaborated with marketers including McDonald’s Corp., proct-er & 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 Directorharris currently oversees agency strategic plan-ning for the MillerCoors and Walgreens accounts. She worked on Miller high Life’s “give a Vet-eran a piece of the high Life” and “Walk With

Walgreens.”

Lisa Hurwitz, EVP, Group Account Director

hurwitz leads arc’s p&g business, its largest shop-per marketing relation-ship in north america, with a focus on insights and innovation. She leads shopper marketing inno-vation for arc and has

formed new practice areas such as e-com-merce and social commerce within the agency. She joined arc and Leo Burnett in 2003 to run new business for the agency.

Nick Jones, EVP, Retail Practice LeadJones leads arc’s retail and Shopper Mar-keting practice in sup-port of clients like Coca-Cola, Comcast, hallmark and nintendo, and sup-ports intellectual prop-erty 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 arc’s team effort on Coca-Cola’s “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 Burnett’s newly formed innovation and new Venture Center.

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

Sajdeh’s work is used to provide strategic leadership across clients and shape the agency’s strategy and capabilities. prior to her focus on retail, she worked in applying shopper insights and strategy to brand con-sulting, experience design, database mar-keting, digital marketing and promotions. She worked on Walgreens’ flu shot pro-gram, which had a goal of getting people to take the shot. The 5 million flu shot goal was met within five weeks.

BBBdo AtlAntALaura Davis-Taylor, SVP, Managing

Director – Shopwork

Big red roosterAaron Spiess, President, Co-CEO

Spiess has worked as a retail experience consul-tant for more than 20 years, leading multidisci-plinary creative teams for global tier-one retailers and consumer brands.

Dan Stanek, EVPStanek directs and man-ages the Columbus, Ohio, office and leads the strategy practice area for the firm. he led an en-gagement to reinvent the dairy department in the grocery channel that

defined the shopping experience and future potential for the department.

3

Blue chip MArketing WorldWideLowell Cantor, Chief Operating Officer

Cantor leads Blue Chip’s day-to-day operations and has retail grocery and shopper marketing experience. he and his team develop and imple-ment shopper marketing strategies for Blue Bunny

ice Cream.

Stanton Kawer, Chairman & CEOkawer started his career at Blue Chip in 1998 and immediately launched its shopper marketing prac-tice. kawer started Blue Chip’s healthcare Division in 1996 with the market-ing of more than 1,100

clinical trials for pharmaceutical companies.

Bob Klein, Chief Strategy Officer

Sherri Rosenberg, VP, Mediarosenberg oversees in-sights, media strategy and execution. She uses sec-ondary research to under-stand 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 pri-vately held manufactur-ers. 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 DigitalThe digital department supports core practice areas: retail (shopper marketing), brand and healthcare. her focus includes the manage-ment of account profit-ability, staffing and de-

partmental growth, strategic development for clients and new business development.

Although Catapult Marketing and RPM Connect didn’t 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 compa-nies together on previous projects.

The merger of Catapult and RPM Con-nect – both Hyper Marketing Inc. subsid-iaries – combines what Cloutier considers the best from each agency: the brand ad-vocacy and insights of Catapult, and the

retailer intimacy of RPM Connect.“The thing that RPM brings to the part-

nership is really retail expertise,” says Robinson, formerly president of RPM Connect, which staffed offices near key retailer headquarters in such locations as Bentonville, Ark.; Pleasanton, Calif.; and Minneapolis. “It’s deep in terms of retailer relationships and broad in terms of mul-tiple classes of trade.”

Cloutier, formerly president of Catapult, says, “The way Catapult has approached ‘shopper’ broadly has been more from a top-down perspective, more from a brand-centric view of how do I find ways to get my brand activated at top customers?”

Cloutier and Robinson believe that the new agency will add insights and ana-lytics as well as digital campaign capa-

Photo by CatapultRPM

3

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” – mean-ing 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 Con-nect 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 better, and Walmart loved it because it helped to provide their shoppers with a unique experience,” he says.

The new agency uses insights tools like Catapul-

tRPM Radar, for social media monitoring, and CatapultRPM Shopper Lab, an online group of 3,500 shoppers who act as a sur-vey group for gauging shopper behaviors and attitudes. A digital shopper market-ing study headed by Seth Diamond, ex-ecutive vice president, insights, and Brian Cohen, director of digital shopper mar-keting, is guiding the agency’s digital and mobile campaign work.

“We know very specifically by retailer and by channel and shopper mission whether she wants to create a virtual shop-ping list or scan a QR code, or whether she’s going to be engaged at the retailer’s website for a pre-shop, and we use that information to inform the work that we’re doing as opposed to just using the next bright and shiny object,” Cloutier says.

The agency builds around the phrase “The Always On Shopper” – with her smartphone, the shopper can shift into “buy” mode in the blink of an eye.

CcAtApultrpMTom 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, InsightsDiamond heads consumer research, shop-per 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 market-ing 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

circle one MArketingLaura Mellor, Account Manager

Mark Szuchman, Partner

colAngeloSusan 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

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 devel-opment and internal pro-cess innovation.

Garrett Plepel, Presidentplepel is responsible for overall agency management, overseeing all company finances, as well as managing one of its key accounts, MillerCoors.

DdrAftfcBHoward Klein, SVP, Director of

Customer Marketing

Jim Lucas, EVP, Global Retail Insights & Strategy

Tina Manikas, EVP, Global Retail & Pro-motions Officer See profile on page 5

Chris Miller, Chief Digital Officer

Wendy Sokoluk, SVP, Group Account Management

Eeric MoWer & AssociAtesVirginia Bates, Partner/Director of

Promotion PlanningBates leads the eMa Brand promotion team, developing national, re-gional and account-spe-cific promotions, from shopper insight through strategy development and execution.

Dave Bulger, Senior Partner/Director, EMA Insight

Bulger directs the agency’s insight, strategy and planning group, identifying customer/prospect attitudes, behaviors and percep-tions.

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 Strategyneiler is a designer by education and training, and has spent his profes-sional career as an art director/creative director at mid-sized agencies in new York state.

Gg2Tom Conti, President

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

Dodd has specific re-sponsibility for g2’s shopper marketing prac-tice and is the client lead for key multinational clients.

Kim Hsieh, Director, Retail Strategy

Nancy Leibig, Executive Director, General Manager

Laura Moser, Executive Director, Retail Strategy

John Paulson, CEO, U.S.

HhMt AssociAtes inc.Patti Conti, President/CEO

Conti’s roots in shopper marketing developed from past experience, including 19 years at McDonald’s Corp. She also handled main-stream, multicultural and account-specific pro-

grams for Bayer and energizer, and helped launch the new customer-marketing prac-tices at nabisco. her team at hMT has played a role in kraft’s “huddle to Fight hunger” program over the past two years.

hyper MArketing inc.Paul Kramer, President & COO

Ithe integer groupReyna Alishio, EVP, Director of Account

Leadershipalishio oversees integer’s procter & gam-ble, Johnson & Johnson and kellogg’s business and she leads integer’s account leadership department.

4

5

Ralph Alvarez, Group Account Director, Velocidad

alvarez says as “head chef” he is constantly per-fecting “la mescla” – work-ing 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 DirectorClarke has created brand promotions for clients like 7-eleven, Fedex Office and McDonald’s.

Ellen Cook, President, Integer DallasCook is responsible for overall management, strategic leadership and top-level client relation-ships for integer Dallas. The 7-eleven Zynga pro-motion was built around social media and passion

for Zynga game play.

Lisa Deatherage, SVP, Network Marketing

Deatherage leads mar-keting strategy, business development, industry relations and pr for a client portfolio that in-cludes procter & gamble, MillerCoors, aT&T, pella Corp., kellogg’s, 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 excel-lence.

Marc Ducnuigeen, President of International

Ducnuigeen currently leads integer’s interna-tional network and is responsible for global client growth. he is also chief client officer for integer’s procter & gam-ble relationship globally.

Draftfcb was not left behind when digi-tal, mobile and social media became the most important new terms in shopper marketing. “There is not one campaign that we’re doing that doesn’t 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 Draftfcb’s headquarters in Chicago, says mobile is driving 20% of the participation in the agency’s retail programs. “And I haven’t just seen it in one category; I’ve 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 informa-tion, that sharing is rewarded with value.

“It’s phenomenal data because it’s in the behavior moment, so it’s more rel-evant than what people say they do, it’s what they really do,” Manikas says. “We’re using [mobile] to drive repeat and fre-quency. It’s so precious. The more you’re rewarding them and bringing them back in, it’s better for the brand and it pays out the initial investment.”

Manikas says there are 300 people in the Chicago office alone focused on

shopper marketing, and inside that group are some who do nothing but focus on mobile platforms. The same can be said for social media concentration, she says, as some Draftfcb folks specialize in the social, local and mobile (so-lo-mo) con-nection with shoppers.

“We’re leveraging a lot of what’s go-

Photo by Draftfcb

drAftfcBTina Manikas, EVP, Global Retail & Promotions Officer

ing on socially, what people are doing in terms of ‘Likes’,” Manikas says. “We’re try-ing to mine what we call ‘likester’ data. When you find out what your shoppers

tend to like and other things they like beyond the brands you work on or you’re representing, you tend to create more healthy, more interesting

shopper programs”Manikas is proud of the two consecu-

tive Shopper Marketing Effies that Draft-fcb has won – especially this year’s award, which was for a United States Postal Ser-vice campaign – “competing against the [Procter & Gambles] of the world,” she says.

“ The shopping moment is happening sooner and faster than ever.”

Craig Elston, SVP, Insight & Strategyelston oversees all strate-gic planning, media planning, marketing re-search and analytics. elston’s 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 man-ufacturer, 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.

Morgan McAlenney, SVP, DigitailMcalenney has been with integer for 13 years and leads the group’s Digitail practice.

Xan McNelly, EVP/Chief Integration & Strategy Officer

Mcnelly leads a team of more than 40 associates representing all disci-plines within the agency, including digital strategy and development, social media/public relations and insights and strategy.

Mike Sweeney, CEO Sweeney’s client experience includes pepsiCo, MillerCoors, kellogg’s, and Johnson & Johnson.

integrAted MArketing servicesValerie Bernstein, VP, Client ServicesWorking with the brand teams and hQ shopper marketing leads, she works on the brand’s strategic approach for retail, com-bining that together with the planning and customer team perspectives.

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 pro-gram analytics. She has more than 20 years in marketing communications with experi-ence across multiple disciplines.

Jill Griffin, President

Sara Riley, Senior Director

Allison Welker, EVP, Client ServicesWelker has been with integrated for more than 10 years working in both customer and client fac-ing capacities for busi-nesses including Unilever, reckitt Benckiser, Schwan’s, Bacardi,

post Foods, McCormick, SC Johnson and glaxoSmithkline. She was part of the devel-opment and execution of Dove and Walmart Canada’s campaign based on Dove’s Self esteem program, which used insights, Face-book and Walmart.com to reach shoppers.

interBrAnd design foruMBill Chidley, SVP, Shopper Sciences

Chidley manages a multi-disciplinary 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.

JJWt/ogilvyActionKen Featherston, EVP, Planning &

Strategy

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

Orit Peleg, EVP, Shopper Marketing Strategy

Peter Switzer, EVP, Client ServicesSwitzer partners with the kimberly-Clark Shopper Marketing Center of excellence for ongoing education and best practices content.

K

kinetic WorldWideSharon Hatch, Managing Director

David Krupp, EVP, Americas

Ann McGrath, Group Director, Shopper2Buyer

David Payne, CEO, Americas

LlAunch creAtive MArketingJeff Dryfhout, CEO

Kevin Keating, Presidentkeating has 20-plus years of experience and over-sees an agency that de-velops shopper market-ing for national and re-gional brands, focusing on brand strategy, pack-age design, and digital

and promotional marketing.

Heather Magnussen, VP, Client Development & Strategy

6

7

lunchBoxJay Mathew, SVP/General ManagerMathew brings with him 20-plus years’ ex-perience 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 OfficerWeisberg has spent the last 15 years in the agen-cy world. a recent proj-ect included Walmart Soundcheck, a cross-channel marketing pro-gram created to increase awareness and purchase

of both Unilever personal care products and newly released music at Walmart.

MMArketing drive llcTodd Engels, General Manager,

Norwalk Officeengels 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 Wal-greens to create a Digestive health Solution Center.

Michael Harris, Presidentharris 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 OfficerMinnec 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 Walmart’s sustainability initiative.

Randi Moore, VP, Shopper MarketingMoore’s work includes identifing the needs of both shoppers and retail partners, starting with an insight assessment on through to demand driv-er analysis to fill in gaps. She spent 20 years on the

client side for reckitt Benckiser and pepsiCo.

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, Hart-nett is not assumed to be able to master today’s personal technology – PCs and smartphones and tablets. But Hartnett says she recognizes that she needs to know what those subsequent genera-tions 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 agency’s current project on global sustainability with Unilever and Walmart, the person she’s working most closely with on a digital application is just two years out of college.

“I’ve 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 I’m usually the one saying, ‘I don’t care whether they’ve got seven years experience, they’re brilliant and they’re really at the edge of things.’ ”

To promote a New Balance store open-ing in New York’s Manhattan borough, OgilvyAction created a game that was downloadable after scanning QR codes. Announcements on Twitter and Face-book divulged the locations of digital

“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 ba-ton 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 technologi-cally savvy New Balance is. We worked on an out-of-store campaign to drive people

Photo by Steve Hockstein

JWt/ogilvyActionSheila Hartnett, Chief Executive Officer

into the store, and combined it with expe-riential and digital activation out-of-store and in-store.”

Hartnett says she hasn’t forgotten what she learned in her days with Revlon in the 1980s, when she led a group that

changed the way Target sold cosmetics.“Good shopper marketing is always

grounded in insights around what we call the four truths – the brand, the shop-per, the retailer and the moment, which is really what’s happening culturally,” she says.

“If you look at retail marketing, there are so many things that haven’t changed in 20-plus years, but now it’s changing overnight because of the marketers’ and retailers’ access to data. With the whole data and technology revolution, the re-tailers have been ahead of the brands, which is very different from any other change I’ve seen.”

“ If you look at retail marketing ... it’s changing overnight because of the marketers’ and retailers’ access to data.”

the MArketing ArMInes Henrich, Vice President

Mike Paley, SVP, Shopper Marketing

the MArketing store WorldWide lpLindsay Bray Landsberg, SVP,

Business StrategyLandsberg 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 agency’s 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 & Strategypieper focuses on brand and product de-velopment, consumer and shopper insight, loyalty, retail messaging and promotions management.

MArketinglABRich Butwinick, President

Butwinick has more than 20 years of experience in marketing and promo-tions. 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 DirectorTieszen leads the Land O’ Lakes retail dairy foods team and serve on MarketingLab’s management team. he spent six years on the client side working in marketing for general Mills and pillsbury.

MArketvisionBonnie Garcia, CEOgarcia has directed corporate hispanic mar-keting and field marketing for Coca-Cola USa and Stroh’s Brewery. During her tenure, she implemented innovative consumer pro-grams targeting hispanic, african american and youth segments.

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 her-shey’s. She leads Market-

Vision’s hispanic shopper-marketing initia-tives from strategy to execution.

MArs Advertising inc.Ken Barnett, CEO See profile on page 9

Jake Berry, SVP, Continual ImprovementBerry has served as se-nior client service repre-sentative for key clients, including abbott nutri-tion, Sara Lee, Chattem and the Florida Depart-ment of Citrus.

Ann Carr, EVP, Client ServiceCarr spent 20 years with general Mills working on promotion and customer marketing programs.

Sue Golden, SVP, Client Servicegolden has led in the development and struc-turing of the MarS Channel team.

Fern Grant, SVP, Strategic Planninggrant is responsible for developing strategic so-lutions and innovative shopper marketing pro-gram strategies.

Steve Nottingham, SVP, Client Servicenottingham currently leads the Walmart busi-ness across the MarS network.

Rob Rivenburgh, Chief Operating Officerrivenburgh has more than 25 years of experi-ence in the field of con-sumer marketing includ-ing time spent on both the corporate client and agency sides.

Tim Scholler, SVP Innovation

Dan Streety, Executive Creative DirectorStreety 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/Sam’s Club global Customer Team.

Mary Tarczynski, SVP/General Manager, MARS Oakland

Tarczynski provides lead-ership of the cross func-tional teams serving the Clorox, Coca-Cola and Diamond Foods ac-counts, mentorship for the team that supports Safeway, and service on

the MarS Senior Leadership team.

MAss hispAnicSandra Contreras, Director, Business

Development

Maria Madruga, CEO, Co-Founder

Richard Velez, Director, Strategic Services

Mercury MAMBoBecky Arreaga, President

Liz Arreaga, Partner

Lynn Currie, Partner

MoMentuM WorldWidePatty Chandler, Director, Business

Leadership, Shopper Strategy and Research

Chandler focuses on developing customized, strategic solutions for brand engagement with shoppers throughout the purchase journey.

8

9

Elena Klau, VP, Research, Measurement and Analytics

klau handles primary shopper research proj-ects conducted by Mo-mentum. her team has built a proprietary seg-mentation methodology that combines both shopper and consumer

segmentations. prior to joining Momen-tum, 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 segmenta-tion, insights develop-ment and strategy, and has built a measurement and analytics discipline that spans consumer,

shopper, event, experiential and sports mar-keting to develop trackable metrics and rOi.

Yvette Lim-Pagnoux, VP, Director, Shopper Strategy

Lim-pagnoux leads shop-per strategy develop-ment, 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 asia-pacific Strategic Council and led the region’s shopper practice.

Donnalyn Smith, EVP, Regional Director, North America

MoosylvAniANorty Cohen, CEO & Founder

Nick Foppe, Chief Operations Officer

Erin Steinbruegge, Chief Digital Officer

nsight connectCharley Ciresi, Managing Director

Alicia Smestad, PresidentSmestad 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

Ken Barnett says even when he goes shopping, he is think-ing about shopper marketing. “I cannot go into any store and spend less than an hour walking around, picking up products, looking at categories and snap-ping a few pictures,” he says.

Barnett joined MARS Adver-tising when it was a small fam-ily business 35 years ago and worked his way through the ranks. As chief executive officer today, Barnett works with chief operating officer Rob Riven-burgh, chief administrative of-ficer Mark Jacobs, chief creative officer Jeff Stocker and chief operating officer-Europe Darren Keen, while also overseeing sev-eral of the agency’s accounts.

Barnett says MARS works to develop communications that are relevant to a shopper’s cur-rent mindset. “The magic is integrating the brand position-ing with a unique shopper sell-ing proposition for any retailer,” he says, stressing that it’s not a store-only proposition. “We be-lieve the shopper marketing mission is pre-shop, shop and post-shop. This is far more than an in-aisle or at-shelf proposi-tion.”

Barnett says that MARS customizes a brand’s program for a retailer with a

brand-centric message that is tailored for an individual retailer or segment. Un-derstanding the power retailers have to-day is crucial, he says, and retailers must be presented with solutions that speak individually to their brand and their cus-tomer segments to grow platforms. He says MARS works on strategy and analy-sis that are unique per retailer. “There is much debate about what strategy shop-per marketing should deliver against the retailer, the brand or the shopper, and the answer is simple: It’s the strategy that in-tersects them all.”

Barnett says insights drive strategy, and too often the process to drive insights is over-engineered, Barnett says. “We have

Photo by Carlson Productions LLC

MArs AdvertisingKen Barnett, Chief Executive Officer

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

to address a short-term sales need. Let’s not over-engineer that objective. Some-times it’s that simple for the brand.”

The other element of a successful cam-paign, he believes, is retail collaboration. Without it, a program will suffer. “There’s no reason to spend money and time de-veloping something that will never ex-ecute.”

Over the years, Barnett has seen many changes in how MARS’ clients are han-dling their work. Most notably, most senior management’s commitment to shopper marketing exists more broadly than before. “Shopper marketing is well thought of and in the discussion with all clients – it’s a huge movement.”

“ The magic is integrating the brand positioning with a unique shopper selling proposition for any retailer.”

RryAn pArtnershipKim Finnerty, VP, Ryan Insights

Mike Marrinan, VP

Mary Perry, President, Ryan Partnership

SsAAtchi & sAAtchi xCharlie Anderson, CEO, North America

anderson’s agency has long-standing partner-ships with the globe’s largest brands, including procter & gamble, Diageo, Wendy’s, kroger and Walmart.

Dr. Christopher Gray, VP, Shopper Psychology

gray is a shopper-behav-ior expert specializing in cognitive-behavioral theory and practice.

Dina Howell, Worldwide CEOhowell’s 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 innova-tion and digital strategies team. it developed an in-aisle touchscreen al-lowing shoppers to ex-plore items online, deter-mine which is right for them, and even purchase

if out of stock on the store shelf. it also de-veloped an e-commerce “buy” button on Facebook.

Julie Quick, North America Planning and Insights Leader

Quick leads the agency’s 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.

Kevin Shelhamer, SVP & Managing Director, Chicago

Shelhamer is responsible for all Chicago-led client engagements and over-sees all core functions based in the Chicago office including account leadership, insights, plan-ning, creative, project

management and production.

Doug Van Andel, Executive Creative Director

Van andel’s credentials include digital, experien-tial, promotions and tradi-tional disciplines. he has more than 25 years of ex-perience, much of that with Saatchi & Saatchi La.

the store (Wpp)Gwen Morrison, CEO, The Americas and

Australasia

David Roth, CEO, EMEA and Asia

TtpnManolo Almagro, VP, Digital Shopper

Marketing

Sarah Cunningham, SVP, Account Service

Cunningham leads mul-tiple client teams. her team worked with Jock-ey international to reach a new consumer and developed a new prod-uct line for Target. The exclusive men’s line, JkY

by Jockey, launches at Target this summer with a marketing plan that reminds Target shoppers that “it’s time to change your un-derwear.”

Rich Feitler, PresidentFeitler oversees all aspects of agency opera-tions. 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 con-sumer campaign concentrated on creating relevance for Clorox Liquid Bleach with a new generation of shoppers, with a strat-egy hinged on “interrupting” her at critical points along her path to purchase.

Sharon Love, CEOLove is actively involved with the work Tpn cre-ates with clients, includ-ing 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 Wittemen’s experience includes integrated mar-keting for acosta and managing director at TracyLocke. Wittemen’s team used research on how shoppers buy hypoallergenic products

for a client’s campaign in the facial tissue category.

trAcylockeDino de Leon, Executive Creative Director

De Leon leads creative in the Dallas office, manag-ing a team of 49 employ-ees, and has held senior positions at a mix of ad-vertising, 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 agency’s creative department. Tra-cyLocke 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

10

11

trisectDick Thomas, Founder & CEO

Thomas’ career spans time with brand market-ers and direct marketers, and he has worked at agencies Frankel and arc Worldwide.

tWin oAks integrAted MArketingTony Adamich, VP, Partner Programs

Steve DeVore, SVP/General Manager

Uupshot inc.Lisa Hurst, VP, Account Management,

Shopper Practice Leadhurst joined Upshot in 2004 and currently leads the agency’s shopper marketing practice along with oversight on the p&g, Johnson & Johnson and new Balance busi-nesses.

Brian Kristofek, President & CEOkristofek was named CeO in early 2007 and spent the previous seven years as Upshot’s president. he currently focuses on Up-shot’s consumer, shopper and business-to-business marketing practices.

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

priest is the creative lead for Upshot’s shopper marketing practice. in his 11 years at Upshot, priest has used a shopper be-havior-based approach with marketing, brand building and retail de-

sign. Current clients include p&g, Johnson & Johnson, new Balance and Corona.

Mary Van De Walle, VP, Strategic Planning

Van De Walle currently leads strategic develop-ment for p&g’s beauty and household needs brands and Johnson & Johnson’s OTC brands. Most recently she led strategic insight develop-

ment for executing head & Shoulders’ part-nership with the nFL and MLB from a shop-per’s perspective.

VvisuAl lAtinA llcGuadalupe 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 mul-ticultural branding and shopper marketing pro-

grams for media, retail and Cpg brands such as Clorox, Colgate, Walmart, Target, Telemundo and MTV networks.

WWd pArtnersMichelle Fenstermaker, Executive

Director, InsightsFenstermaker leads a team of consumer re-searchers who develop, implement, and analyze primary information for branding, positioning, new product, retail, and service innovations for

WD’s global retail clients. She heads WD’s research project, grocery’s next generation, leading the research team that sought to explore how Millennials shop in grocery stores and what they expect out of that experience.

Yyoung & ruBicAMRodger DiPasca, Global Retail

Communications DirectorDipasca is responsible for building Y&r’s worldwide shopper marketing busi-ness.

Valentina Tudose, Regional Retail Communications Director, Asia

Beth Warren, Regional Retail Communications Director, Latin America

ZZookA creAtiveSteve Decker, President

Decker leads Zooka’s strategy, creative and production teams, and has primary responsibil-ity 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.