shopper marketing / the winnerssvp, strategy & insights match marketing group michele crowley vp...

® Effie is a registered trademark / service mark of Effie Worldwide, Inc.

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Awarding Ideas That Work

SHOPPER MARKETING / THE WINNERS

2017

2 2017 EFFIE AWARDS / SHOPPER MARKETING


AWARENESS, TRIAL & CONVERSION CATEGORY/AISLE EVOLUTION DAVID VS. GOLIATH

BRONZE BRONZE GOLD

Axe, Dove Men+Care, Degree for Men, Degree for Women, Dove female

Intel Contours

Walgreens “Do Deo Better” Unilever

Digitizing Retail Intel

The Baby Stroller Test-Ride by Contours Kolcraft

Team Unilever Shopper*Geometry Global*

Leo Burnett/Arc* FCB/RED*FCB Chicago*CurrentLord + ThomasCinema Libertad LLCHero Solutions

MULTI-BRAND/MANUFACTURER SHOPPER SOLUTION MULTI-RETAILER PROGRAM

BRONZE SILVER SILVER

Dove, Suave,

Your Style, Your Way Unilever

OREO Cookie Balls Mondeléz International

#Say It With Pepsi PepsiCo

Team Unilever Shopper*Geometry Global*

Geometry Global* TracyLocke*

WINNERSThe North American Shopper Marketing Effie Awards honor the most effective shopper marketing efforts of the year. An annual program, the competition attracts case studies from the most effective shopper marketing efforts from manufacturers and retailers in the United States and Canada.

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

Award levels – gold, silver and bronze – were announced and presented at the Path to Purchase Institute’s Shopper Marketing Summit Awards Celebration on March 28, 2017.

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

NEW PRODUCT/SERVICE INTRODUCTION OMNI-CHANNEL SHOPPER EXPERIENCE

SILVER BRONZE GOLD GOLD

Gillette Fusion ProShield GOOD THiNS Dove Pepsi

Gillette’s Meet the Protectors at Walmart Procter & Gamble

Try SomeTHiN Good Mondeléz International

Dove #SpeakBeautiful at Target Unilever

#Say It With Pepsi PepsiCo

Saatchi & Saatchi X* Geometry Global* Team Unilever Shopper*Geometry Global*

TracyLocke*

TRESemme OREO Cookies Pepsi

http://www.shoppersummit.com



SEASONAL/EVENT SINGLE-RETAILER PROGRAM: DRUGSTORES

GOLD BRONZE BRONZE

Quilted Northern Suave, Caress, TRESemme and Axe Procter & Gamble

National Toilet Paper Day Georgia-Pacific

Walgreens Give H20PE to Others Unilever

Walgreens for a Healthy Home Procter & Gamble

Droga5* Team Unilever Shopper*Geometry Global*

Leo Burnett/Arc*Starcom

SINGLE-RETAILER PROGRAM: OTHER

SILVER BRONZE BRONZE GOLD

Mars Chocolate Johnson & Johnson McDonald’s & Coca-Cola The Hershey Company

Say Thank You With M Mars Chocolate North America

College Care Essentials Johnson & Johnson

McDonald’s & Coca-Cola McDonald’s Coca-Cola

Build A Better Basket at Dollar General The Hershey Company

Catapult Marketing*Collective BiasTriad Retail MediaElevation Group

Geometry Global* Leo Burnett/Arc*HelloWorldDDBBurrellBoden PR

TPN*

SINGLE-RETAILER PROGRAM: OTHER SINGLE-RETAILER PROGRAM: SUPERMARKETS

GOLD SILVER SILVER BRONZE

Quilted Northern Colgate Friendship Dairies Cottage Cheese MilkPEP

National Toilet Paper Day Georgia-Pacific

Water Sustainability Colgate-Palmolive

ShopRite Mix-In Matchmaker Program Saputo Dairy Foods

Feed a Childhood MilkPEP

Droga5* The Mars Agency*Benchmark Marketing International

Partners + Napier*Wakefern Food CorporationMyWebGrocerRDD Associates

FCB/RED*Weber Shandwick

SINGLE-RETAILER PROGRAM: MASS MERCHANTS



KEITH ALBRIGHT Global Shopper Leader 3M

CHARLIE ANDERSON CEO Shoptology

SUSAN BARKALOW Director, Shopper Marketing Mars Chocolate, North America

octer & Gamble

RODGER DIPASCA Global Managing Director, Shopper Communications Red Fuse Communications

TOM DOLAN SVP, MaxPoint Solutions MaxPoint

AMY DRAGLAND-JOHNSON Director, Shopper Marketing North America SC Johnson & Son

PATRICK FITZMAURICE Managing Director, Professional Development EnsembleIQ

CHRISTIAN GRADLMULLER Global Head, Customer Marketing SC Johnson & Son

AMY HAHN SVP, Marketing Ahold USA

CARL HARTMAN CEO, North America Geometry Global

JESSICA HENDRIX President, USA Saatchi & Saatchi X

TERESE HERBIG VP, Managing Director, Strategic Platforms & Member Development EnsembleIQ

PETER HOYT Executive Director & CEO EnsembleIQ

JOSEPH LAMPERTIUS Global CEO, Shopper Marketing Grey

TINA MANIKAS President FCB/RED

MATT MARTIN VP, Marketing & Customer Engagement Family Dollar

MICHAEL MCMAHON President Path to Purchase Institute

JOHN MOUNT VP, National Retail Sales Customer Marketing The Coca-Cola Company

KARUNA RAWAL US President & Global CSO Arc Worldwide

JENNIFER REINER Senior Director, Marketing Activation & Shopper Marketing Del Monte Foods, Inc.

ROBERT RIVENBURGH CEO, North America The Mars Agency

BARRY ROBERTS Director, Retail Shopper Solutions Colgate-Palmolive

ALLISON ROBL AVP, Shopper Marketing L’Oreal

SUZANNE SKOP VP, MaxPoint Solutions MaxPoint

BETH ST RAYMOND Director, Shopper Marketing & Merchandising & Display Edgewell Personal Care

CHRISTOPHER WITTE VP, Shopper & Category Development Tyson Food, Inc.

FINAL ROUND JURY

MATT BARRESI Brand Director, NA, Selling & Market Operations Pr

DIANE WALLACE VP, Retail Marketing & Strategy The Coca-Cola Company

SHARON LOVE CEO TPN



Diana AllweinDirector, Client ServicesMosaic Shopper

Jovita AlmanzoAccount DirectorFCB/RED

Mauriahh BeezleyProfessional DevelopmentPath to Purchase Institute

Suzanna BierwirthGroup Creative DirectorSaatchi & Saatchi X

Lynn BerryVP, Executive Creative DirectorThe Mars Agency

Suzanna BierwirthSVP, Group Creative DirectorFCB Chicago

Elizabeth BleserVP, Digital StrategyBlue Chip Marketing

Kelly BoatrightDirector, Shopper MarketingThe Coca-Cola Company

Tom BoccuzziSVP, AccountGeometry Global

Ashleigh BorchersCustomer Director, Shopper MarketingMondeléz International, Inc.

David BrotEVP, Account DirectorLeo Burnett/Arc

Shaun BrownSVP, CPG & Digital Shopper LeadMomentum Worldwide

Tom BrownEVPCatapult Marketing

Jacqueline BurksPrincipalPivot Point Marketing

Kristen BussVP, StrategyMosaic Shopper

Summer ButlerDirector, Shopper MarketingThe Coca-Cola Company

Heather CampainDirector, Shopper MarketingJohnson & Johnson

Neith CardenasBrand ManagerProcter & Gamble

April CarlisleSVP, Global Shopper MarketingLeo Burnett/Arc

Buck ChoateCreative DirectorShoptology

Cameron ClementVP, Executive Creative DirectorTWINOAKS

Zvi ColeDirector, Integrated MediaBeiersdorf

Justin CoxVP, Creative DirectorFCB

Russell CraigAccount Executive, Shopper MarketingMaxPoint

Liz CrawfordSVP, Strategy & InsightsMatch Marketing Group

Michele CrowleyVPThe Integer Group

Marie-Agnes DaumasDirector, Shopper Marketing Center of Excellence, N.A.Colgate-Palmolive

Sarah DavisSVP, Executive Creative DirectorCatapult Marketing

Chris Del ReyPresident & CEODEL REY MARKETING

Raquel Del ReyVP, COODEL REY MARKETING

Tracy Draksler BrownVP, Management DirectorFCB

Monica DuranVP, Shopper MarketingBravo/Y&R

Craig ElstonEVP, Insight & StrategyThe Integer Group

Liz FogertySVP, Strategic Planning & InsightsIN Marketing Services

Tracy FrisbieDirector, Marketing, Shopper/Strategic RelationshipsConstellation Brands Inc.

Burr GavinSVP, Strategy & Brand PlanningEpsilon

Maximiliano GeraldoSVP, Executive Creative DirectorFCB Chicago

Allyson GillVP, Shopper MarketingTPN

Jon GoynshorVP, Head, Partnership Marketing, North AmericaGeometry Global

Justine GreenwaldExecutive Creative DirectorGeometry Global

Elizabeth HarrisEVP, Strategy DirectorLeo Burnett/Arc

Dipika HemdevShopper Marketing ManagerColgate-Palmolive

Terese HerbigVP, Managing Director Member DevelopmentEnsembleIQ

Tiffany HueyDirector, Shopper MarketingStarbucks Corporation

Lisa HurstVP, Account Management, Shopper Practice LeadUpshot

Michelle ImbroVP, Client ServicesIN Marketing Services

Jasen KellyVP & Director, Shopper MarketingMediavest

Zachary KieltykaManagement DirectorFCB/RED

ROUND ONE JURY

Laura JohnstonExecutive Creative DirectorGeometry Global



Elana KippVPIN Marketing Services

Lionel KnightSVP, Planning & ResearchUpshot

Pradeep KumarGlobal Data OfficerFCB

Michael LewisDirector, Category LeadershipPepsiCo

Anne MartinCustomer Director, Shopper MarketingMondeléz International, Inc.

Tony MavrelisCreative DirectorFCB

Steve McGowanDirector, Shopper MarketingMondelēz International, Inc.

Amanda McKinneyVP, Director, Promotion InnovationLeo Burnett/Arc

Michael McMahonPresident & Executive DirectorPath to Purchase Institute

Joy MeadAssociate Brand Director, NA Grocery ChannelProcter & Gamble

John MenefeeVP, Creative DirectorLeo Burnett/Arc

BOB MOLERVP, Strategic Account LeadTHE MARKETING ARM

Pam MorrisroeEVP, AccountGeometry Global

DyShaun MuhammadSVP, Client ServicesCatapult Marketing

Brendan NashSVP, Creative DirectorLeo Burnett/Arc

Maureen OHareVP, Growth & ConnectionsThe Mars Agency | TWINOAKS

Jennifer OlligesSVP, Director, Consumer Shopper IntegrationMomentum Worldwide

Soche PicardEVP, Managing DirectorGeometry Global

Jay PicconattoMarketing Director, Shopper MarketingGeneral Mills

Julie RegimandSVP, Director, ProductionFCB

Lynne RobertsonOwner & CEOFame

Bryant RossSVP, Managing DirectorIN Marketing Services

Nicholas SammerVP, Client Partnership & Brand StrategySaatchi & Saatchi X

Heidi SchoeneckEVP, Executive Creative DirectorGeometry Global

Amie StanleyPrincipalPivot Point Marketing

Dana StottsSVP, Group Management DirectorFCB/RED

Andrea StreyShopper Marketer3M

Pat TaflingerSVP, ConnectionsBlue Chip Marketing Worldwide

Cristina TazzaSenior StrategistGrey Shopper

Esperanza TeasdaleSenior Director, Shopper MarketingPepsiCo

Simon TiffenVP, Planning DirectorFCB

Lisa TraviesoSenior Manager, Shopper MarketingStarbucks

Leslee UrhahnVP, Consumer SolutionsSMACK

Lynn VitelloVP, MarketingMaxPoint

Edward WallonExecutive Director, Commercial StrategyColangelo

Phil WhiteEVP, Strategic PlanningGeometry Global

Rebecca ZdarskyVP, Group Creative DirectorIN Marketing Services

ROUND ONE JURY

shopper marketing / the winnerssvp, strategy & insights match marketing group michele crowley vp...

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