As seen in

IN SHOPPER MARKETING
AGENCIES

Our fifth annual report recognizes more

than 250 dedicated, passionate agency
executives whose creative, innovative work
is not only helping brand and retailer clients
achieve success but pushing the discipline of
shopper marketing to new heights.
SHOPTOLOGY: JULIE QUICK, SVP & Head of Insights and Strategy

J
ulie Quick likes to practice the age-old method of speaking how consumers respond?
to folks face to face. “There’s just such a tangibleness of talk- “That’s one of the game-changers potentially for shopper market-
ing to real people about how they shop,” says Quick, senior ing. How we become more experimental, how we act like startups
vice president and head of insights and strategy at Shoptol- do in the digital space of experimenting with a lot of propositions
ogy, calling in from a Target store. “I’d miss it terribly if I didn’t to figure out what fits.”
get a chance to do it. This fits into Quick’s belief that now is the most creative time
“My insights role allows me to meet all kinds of
people with all kinds of life challenges – let alone
shopping challenges. If more marketers met the noble, “ Our conversations are becoming less about digital/
interesting, hard-working people who bought their
products, I’m convinced they’d all create better, more physical or in-store/out-of-store. Those terms are
impassioned solutions. Plus, they’d get more loyalty
in the process.”
artificial compartments created by marketers, and they
Quick helped start Shoptology in 2013 after eight don’t reflect the fluid way shoppers shop.”
years at Saatchi & Saatchi X, and she counts the ex-
perience as one of her proudest professional achieve-
ments. As a major stakeholder, she says what keeps her up at night in shopper marketing’s history. New tools, shifting demographics,
isn’t worries but opportunities, especially since she is most excited changing client needs, etc., keep shopper marketers on their toes
about new ways to work. like never before. For instance, both her retailer and CPG clients
Experimentation makes sense, according to Quick, rather than need help navigating the omnichannel landscape. “Shoppers have
placing bets on one pitch. With all of today’s new media tools, more choices,” says Quick, who keeps an iPad next to her bed for
shopper marketers should come up with more than one or two middle-of-the-night scribbling. “CPGs are adjusting to new defi-
ideas for projects, she says. “The digital world we live in is offering nitions of ‘shelf’ and rethinking business models that were built
some very rapid ways to iterate,” says Quick. “Rather than spend- almost exclusively on physical ideas like space and displays. Retail-
ing months and years on one idea and hoping, why aren’t we field- ers are looking at new competition and realizing it takes more than
ing three or four or 10 ideas in a really rapid way and watching low prices and in-stocks to succeed.”

Photo by Rex Curry

2

Quick believes that if online shop-
ping were going to kill brick-and-mortar
stores, it would have happened by now.
Human nature is blocking the takeover,
and she says shopper marketers should
settle into prioritizing the in-store envi-
ronment.
“We’re fortunate that digital and physi-
cal expertise have been part of Shoptol-
ogy’s DNA from day one,” she says. “But
even so, our conversations are becoming
less about digital/physical or in-store/
out-of-store. Those terms are artificial
compartments created by marketers, and
they don’t reflect the fluid way shoppers
shop. I think everyone will soon join us
in thinking more ‘omni,’ focusing more
on the totality of the experience rather
than the medium that delivered it.”
The fresh methods and tactics needed
today are also changing the way agen-
cies are defining success, as well as the
way agencies should be judged by clients.
Sales increases are only one barometer for
an agency to self-evaluate, Quick says.
Building a bond with shoppers is also
crucial. She says Shoptology wants to
give shoppers an ongoing reason to buy
by revealing a benefit that’s relevant and
lasting even after the campaign ends. Be-
cause shopper marketing is a large part of
many brands’ total spend, Quick says, it
should build sales and strengthen brand
equity.
Similarly, she says, when clients are
searching for an agency the bar for the
right fit is changing. “I used to say ‘track
record,’ but in a market where the future
barely resembles the past, that’s not as
relevant anymore,” she says. “Now I say
look for agencies that are helping invent
the future of shopping. They should be
talking with you not about what the mar-
ketplace is, but what it could be.
“Your agency should be bringing you
new ideas that you didn’t even ask for
– things that go way beyond the brief.
This is the most creative time in shopper
marketing’s history, and that should seep
through your agency’s pores.”
A ARC WORLDWIDE
ALCONE n Lilia
Arroyo-Flores,
Senior Vice President,
n Joel Chestler, Planning Director
Senior Vice President, Arroyo-Flores is a planning
Client Engagement and strategy expert. She
Chestler has more than 20 currently leads more than
years of shopper marketing 23 brands and five customer teams on
experience on both the the P&G business, as well as Alcon and
client and agency sides of the business. Walmart.
He currently leads the client engagement
teams for some of Alcone’s key CPG and n Brad Black, Senior Vice
spirits businesses.
President, Global Account
Director and Business
n Monica Simoneaux,
Development Lead
Senior Vice President, Black has 20-plus years’ ex-
Client Engagement
perience spanning brand
Simoneaux is responsible marketing, general advertising, digital,
for integrating shopper
social, shopper, retail, e-commerce and
marketing strategies as events. He has delivered award-winning
part of a national client’s overall activation
work on Coca-Cola, Alcon and General
effort. Motors.
n Teal Williams, n Jenny Cacioppo,
Senior Vice President,
Executive Vice President,
Managing Director Business Director
Williams brings nearly 20
Cacioppo oversees the Mc-
years of shopper market- Donald’s, Intel and Sprint
ing experience to her cli-
businesses and leads key
ents through brand activation ideas that growth initiatives for the agency. She has
drive in-store consumer engagement and
a strong background in all things brand,
generate sales results. She currently leads retail, digital, content and activation and
the agency’s East Coast office.
has a relentless passion for great ideas
that connect people to brands.
ANTHEM n April Carlisle,
n Otto Hektor, Senior Vice President,
Vice President, Global Shopper
Brand Development, Marketing
Americas Carlisle has spent 25-plus
With decades of experi- years working on both the
ence in the shopper space, client side and agency side, sharing her
Hektor brings valuable perspectives from expertise in sales and marketing, category
both the retailer and marketing sides of management and shopper marketing.
the business across traditional and digital Carlisle is currently focused on the P&G,
channels. Coca-Cola and 3M businesses.
n Katie Neil, n Chris Emery,
Vice President, Senior Vice President,
Account Management Account Director
With 20-plus years of With 20 years under his
marketing experience for belt, Emery currently works
leading consumer product with MillerCoors and Kraft
companies, retailers and agencies, Neil is Heinz Co., helping bridge the gap be-
the practice lead for Anthem’s shopper tween consumers and shoppers.
marketing capability and leads Anthem’s
Atlanta and Chicago offices.
3
n Elizabeth Harris,
Executive Vice President,
Strategy Director n Luke Bradshaw,
Harris directs insights and
strategy for brands such as
MillerCoors, Intel and Kraft
Heinz Co. She has 25-plus years of experi-
ence in marketing, with a sharp special-
ization on retail, shopper marketing and
brand strategy/insights.
n Nick
Jones, Executive
Vice President,
Innovation & Growth
Jones leads Innovation &
Growth and the shopper
marketing practice for Arc.
He works on accounts including Coca-
Cola, MillerCoors, Alcon and 3M. Jones
offers 25+ years of expertise in all aspects
of marketing – TV, print, direct, experien-
tial, promotion and activation, shopper
marketing and omnichannel.
n David
Kuhn,
Senior Vice President,
Research Director BLUE CHIP MARKETING WORLDWIDE
Kuhn works with a variety
of client teams to find
quantitative insights that
help drive strategy and creative solutions.
He has 19 years of research experience
across a variety of product categories and
with noteworthy clients such as P&G, Mc-
Donald’s, Samsung and Kellogg’s.
n Bob Raidt,
Global President sales and increased revenue.
Raidt lends his 29 years
of expertise to all of Arc’s
clients, including multina-
tional accounts McDon-
ald’s, Samsung, P&G and Coca-Cola. He
led Leo Burnett’s McDonald’s global ac-
count during McDonald’s unprecedented
global growth from 2004 to 2012.
n Karuna Rawal,
Executive Vice President,
Business Director comprehensive, customized and effective
Rawal boasts 20+ years of
experience in brand man-
agement, strategy consult-
ing, planning and business leading. She
lends her expertise to P&G (23 brands and
five customer teams), Walmart, Arc’s over-
all leadership and Leo Burnett’s planning
on the Always and Secret accounts.
A.W. BRAVIS AGENCY
Founder, Chief
Executive Officer
Bradshaw opened A.W.
Bravis Agency in 2007 with
nearly 15 years of retail
marketing experience with the objective
to bring a more agile, efficient and inno-
vative way of thinking to its clients such
as Walmart, Sam’s Club, Diageo North
America, Unilever and Tyson.
n Angie Smith, Vice
President of Marketing
Smith oversees the shop-
per marketing, brand
building, customer de-
velopment and creative
teams at A.W. Bravis. She utilizes her
agency, retailer and CPG experience to
provide marketing leadership grounded
in consumer insights and shopper-centric
strategies to their clients.
AVID MARKETING GROUP
n DeAnna Drapeau,
Managing Partner Director of Digital
Whether developing an
integrated shopper mar-
keting strategy or launch-
ing multifaceted digital
campaigns, Drapeau and her team strive
to produce tangible increases in brand
visibility that drive customer engagement,
n Jonathan Gross,
Senior Partner shopper and grocery ex-
Gross founded Avid in
1986 to perfect the strat-
egy and processes that al-
lows its clients to promote
their brands, engage their customers and
increase revenue. He brings a wealth of
experience in making sense of the varied
marketing tactics available to create a
program.
B
BARD ADVERTISING
n Barb Stabno,
Founder and President
Stabno brings more than
26 years of experience de-
veloping strategic market-
ing programs that produce
double-digit results for Fortune 500 com-
panies. She oversees client engagement,
strategy and the management of Bard’s
Connect 1-1 Digital Activation Platform.
n Theresa Teal,
Operations Director
With more than 24 years
of experience in strategic
planning, account man-
agement, insight genera-
tion, creative/art direction and operations,
Teal manages the development and ex-
ecution of integrated shopper marketing
programs.
n Elizabeth Bleser,
Strategy
Bleser oversees digital
strategy for shopper
marketing for P&G’s food
channel as well as B&G Foods, Celestial
Seasonings and Helen of Troy.
n Lowell Cantor,
Chief Operating Officer
Cantor has 25 years of
perience and oversees op-
erations, human resources,
finance and media.
n Greg Grucel, Associate
Creative Director
Grucel leads the retail
creative team on work for
P&G.

4
n Stanton Kawer,
Chairman and CEO Account Director
Kawer has more than 25
years of experience de-
veloping insights-based
strategies for clients such
as P&G, and has led the agency as CEO
since 1999.
n Bob Klein,
Chief Strategy Officer
Klein leads the Blue Chip
SPARQ group, the strategic
planning and research
insights team that activates
the agency’s “Springboard to Transforma-
tional Growth” process.
n Jamie Olson,
Vice President,
Shopper Marketing brands on a global and domestic scale for
Olson is a seasoned shop-
per marketer who leads
the practice at Blue Chip.
She works regularly with the agency’s
brand clients who are new to shopper
marketing and helps them understand
the industry and best practices.
n JeffSkolnik, Executive
Vice President & General
Manager, Blue Chip
Retail Marketing speak to the U.S. Hispanic shopper.
Skolnik brings 20 years of
analytics and creative ex-
perience to retail and shopper marketing
work for retail clients across more than 35
product categories.
n Pat Taflinger, Vice
President of Media diverse and cross-cultural communities.
Taflinger oversees the tra-
ditional offline and online
buying and planning for all
clients.
n Sarah Van Heirseele,
Senior Vice President
of Digital lio. His strategic approach,
Van Heirseele and her
team are responsible for
developing and executing
digital shopper marketing campaigns for
clients such as P&G, Ricola, Bomb Pop,
Fisher Nuts, B&G Foods and Blue Bunny.
BRAVO
n Lorena Cuadra, Group
Account Director shopper and consumer
Cuadra, a bilingual shopper
marketing business leader,
focuses on connecting
her client with shoppers
through cultural relevance. She currently
leads the Unilever multicultural team.
n Monica Duran, Shopper
Marketing Director
Duran leads Bravo’s shop-
per marketing division,
placing a multicultural lens
to every strategic program.
She has strategized, concepted, created
and executed award-winning shopper
and consumer programs for Fortune 500
16 years.
n Lejanet Herrera,
Creative Director Senior Vice President,
Herrera brings more than
seven years of experience
in shopper marketing,
developing programs for
the U.S., Hispanic and Latin America mar-
kets. She currently leads the multicultural
Unilever team in creating platforms that
n Kimberley McArthur,
Group Account Director Walmart & Sam’s Club
McArthur is a bilingual/
bicultural integrated mar-
keting maven with deep
expertise in engaging
She currently leads the General Mills busi-
ness.
n Marcos Moure,
Group Creative Director Digital Integration
Moure is Bravo’s creative
lead across the full portfo-
creative brilliance, multicul-
tural sensitivity and contagious passion
infuse Bravo’s multicultural shopper mar-
keting expertise.
5
n Susana Santacoloma,
Santacoloma has delivered
programs for Fortune 500
brands at a global and
domestic scale for more than 10 years.
A cross-functional business lead for five
agency clients, she oversees omnichannel
programs from start to finish.
C
CATAPULT
n Steve Abdo, Senior Vice
President, Grocery &
Value Team Leader
With more than 20 years
of experience in sales,
marketing and strategic
planning, Abdo leads Catapult’s grocery
and value channel team out of Cincinnati.
n Heather Bullington,
Client Services
With nearly two decades
of both client and agency
side leadership experience,
Bullington manages all client teams and
customer engagements for the Nashville
office.
n Scott Caldwell,
Senior Vice President,
Team Leader
A 15-year industry veteran,
Caldwell leads the Walmart
and Sam’s Club team in Bentonville, man-
aging all shopper activities for clients.
n Brian Cohen, Executive
Vice President, Group
Director and Head of
Cohen oversees many
of Catapult’s largest
integrated relationships, its Digital
Integration practice, and is a pioneer in
CPG e-commerce. He’s also one of P2PI’s
“Distinguished Faculty Members.”
GEOMETRY GLOBAL: CARL HARTMAN, CEO

W
hen Carl Hartman entered the world of digital media Though Hartman is proud of what he learned at Y&R, where he rose
integration, he brought with him skills and philoso- to managing partner, he says he’s also able to see now the holes in the
phy learned from old-school advertising work. He left old ways. “I remember many times thinking, ‘Well, all I can do is come
Young & Rubicam when he saw the digital media writ- up with a campaign and I hope it changes people’s minds to turn sales
ing on the wall at a McGraw-Hill media summit. Hartman learned around,’” he recalls. “I wasn’t having an impact on sales. I was having
all he could about the new touchpoints, then studied shopper mar- an impact on people’s attitudes about brands. What attracted me to
keting and activation while working as director of integration for Geometry and this space is that this is about behavior change, about
Mediaedge:cia. getting people to do things.”
“That really opened up the shopper marketing land-
scape to understand a couple things: one is the power of
the path to purchase, and the second one was how much “ If you have only worked in digital, if you’ve only worked
activity was happening at the retail level and along that
path to purchase,” says Hartman, chief executive officer in shopper, or only worked in media, you are going to be
of 2-year-old Geometry Global, a WPP company.
Hartman’s third epiphany when making the tran- hamstrung by your inability to see in a broader scope.”
sition from pure advertising was a Millward Brown
framework called Demand and Activation, which
quantifies the contribution to sales of factors that create demand for Changing behavior may be much harder, but it’s much more grati-
a category and brand as well as the factors that activate final choices. fying. “If you come up with a message and approach to get people to
“It divided the world into: either you’re trying to build demand for a buy a product, everybody’s happy: The consumer’s happy, the client’s
brand or you’re trying to activate that demand,” Hartman says. “That happy and the agency’s happy,” Hartman says. “There are many cases
really opened my eyes to the power of activation and how some cat- in advertising where you can get people to fall in love with a brand
egories are more activation-driven than others.” and nothing happens, and there are a lot of unhappy people in that
Hartman says the days of merely building a brand are over and that equation.”
clients are now realizing they need to build their brands and activate Hartman says the new media and the shopper marketing and activa-
brand demand. “This to me feels like the biggest area for growth for tion landscape has guided his hiring practices. He looks for people who
the agency landscape as well as the client landscape – to try to un- have experience in more than one industry, regardless of their discipline.
derstand this area better,” he says. “If you have only worked in digital, if you’ve only worked in shopper,
Photo by Steve Hockstein

6
 n Brian DeLong, COLANGELO
Senior Vice President,
Shopper Experience n Ben Applebaum,
A self-admitted insights Executive Creative
geek, DeLong leads Cata- Director
or only worked in media, you by virtue are pult’s shopper experience Applebaum is constantly
going to be hamstrung by your inability to discipline and is a key shopper marketing seeking ways to connect
see in a broader scope,” he says. “I tend to strategy driver. a brand’s purpose to pur-
look for those who have broad experience
chase. He has more than 18 years of mul-
but are also comfortable in terms of a vertical n David Fiore, tidiscipline experience across a wide array
discipline as well.”
Executive Vice President, of industries.
Hartman says Geometry’s three-agency
Creative Director
ancestry is key to its present skill set. G2
As creative leader, Fiore n Michael Dillon,
was a mixture of direct marketing and
drives the vision for cre- Executive Director,
shopper marketing, and pure digital and
ative ideas that create Brand Activation &
direct media practice. OgilvyAction was
both emotional connections and inspire Shopper Marketing
more consumer promotion and JWT Ac-
actions. He brings more than 20 years Dillon brings his brand
tion specialized in field marketing, having
of experience across some of America’s activation, promotion
co-location with the major retailers and
best-loved brands. and shopper marketing experience from
understanding their calendars and prac-
tices as well. PepsiCo to bear working with clients on
n HeidiFroseth, Executive solutions that help to maximize impact
“At face value, all of those companies
Vice President, National and ROI.
were going to market individually and they
Shopper Retail Leader
were competing with each other, but if you
Froseth is the leader of n Alyse Kramarow,
look at the Venn diagram of true strengths
Catapult’s award-winning Group Account Director
the funny thing is they were entirely com-
shopper marketing divi- With a deep understand-
plementary,” Hartman says. “Job one has
sion and manages the agency’s retailer- ing of the coveted female
been trying to bring those three cultures
expert teams, with offices in all top mass/ shopper and how to
and disciplines together in a meaningful
grocery/drug headquarter locations. engage with them across
way, which is easier said than done.”
Hartman says guiding “job two” in the the path to purchase, Kramarow delivers
n Jennifer Mathissen, insights-driven, integrated shopper pro-
initial years of Geometry was his belief that
Executive Vice grams to exceed clients’ objectives.
the worst thing agencies can do is forget
President, Strategy
they are in the client service business. He
& Analytics Leader n John Minnec, President
says he makes sure everyone at Geometry
Mathissen leads Catapult’s Minnec has spent 20-plus
knows that the priority is not what the
strategy and insights team, years guiding clients in a
agency wants but what the client wants.
where she develops marketing strategies strategic understanding
Geometry counts Unilever, Kimberly-
for clients, oversees delivery of client solu- of the complete path to
Clark and General Mills among its clients,
tions, and spearheads the transformation purchase, bringing a sharp
and Hartman says not only does Geometry
of insights into big ideas. focus on the integration of retail and digi-
work to please its partners, it is trying to
increase awareness of the challenges and tal and making each a seamless extension
n DyShaun Muhammad, of the other.
opportunities facing shopper marketing
and activation. Vice President, Target
“At the core of everything we do, it’s and Drug Team Leader n Ryan Murphy,
about mapping out the purchase deci- With more than 15 years of Group Creative Director
sion journey, creating pivotal ideas that strategic brand leadership Murphy oversees the
change behavior and then measuring per- experience in both client agency’s Luxury practice
formance,” says Hartman. “Historically, and agency roles, Muhammad directs and serves as creative lead
people have looked at the shopper market- the Target and drug shopper marketing on key businesses that
ing and activation as base, and I probably teams. deliver fully integrated solutions starting
did it when I was in advertising – looked from the shelf out to maximize sales and
n Brian Sullivano, motivate shopper decisions.
down my nose at it. The interesting thing
I’ve seen, having spent some time in this Senior Vice President,
space, is that this is one of the most com- Group Director
plex areas of marketing that exists. Sullivano leads the Chi-
“Advertising has to worry about a con- cago office and is a mar-
sumer and a brand. Shopper marketing keting pioneer with nearly
has to worry about a shopper and a con- 20 years of experience driving profitable
sumer, and many times those are differ- revenue and equity growth across the
ent people, certainly different mindsets. consumer goods industry.
We have to worry about the brand and we
also have to worry about the category and
retailer. It’s like three-dimensional chess.”
7
n JimO’Neill,
Managing Director Vice President
O’Neill has 25 years of
proven ability leading in-
tegrated marketing efforts
that drive purchase for
iconic brands including his current remit
with Church & Dwight, managing its 10
lead brands that reside within 17 different
locations within grocery.
n Edward Wallon,
Executive Director,
Commercial Strategy
Wallon applies his more
than 20 years of client-side
trade and sales experience
along with consumer and shopper in-
sights to brand and business planning for
several key clients.
COLLABORATIVE MARKETING GROUP
n Gary Friedlander,
Chief Marketing Officer Vice President,
Friedlander, with more
than 20 years of experi-
ence, leads the agency’s
shopper marketing prac-
tice, manages several key accounts and
drives the agency’s new-business efforts.
n Garrett Plepel, CEO General Manager
With more than 25 years
of brand management,
partnership and shopper
marketing experience, Ple-
pel is responsible for the
overall strategic direction and financial
management of Collaborative Marketing
Group, as well as leadership of key agency
CPG accounts.
CURB CROWSER
n Dean Forbes, CEO in guiding clients to de-
Forbes’ 25 years of experi-
ence fuels his passion for
retail and translates to busi-
ness and creative solutions
that heed results.
n PaulIsakson,
Chief Strategy Officer clients including Nestle,
Isakson, a brand-building
leader and new addition
to Curb Crowser, partners
with clients to deliver rel-
evant brand experiences at the store level.
n Shandra Zurn,
Zurn partners with clients
to bring creative strategies
to life at retail resulting
in both a sell-in and sell-
through.
E ing insight-driven, customer-specific retail
EASTWEST MARKETING GROUP
n Joyce Lu, Vice President,
Strategic Planning n Marcella Oglesby,
Lu leads strategy and
insights development as
well as market research
initiatives, spearheading
a wide range of strategic initiatives from
consumer- and retail-insights research,
brand positioning and identity develop-
ment to planning innovative promotional
solutions.
n Kristina Mangus,
Account Director agency’s CPG clients, and
Mangus is a results-ori-
ented marketing pro with
more than 12 years of ex-
perience in shopper marketing, consumer
promotions, branding, integrated plan-
ning and execution.
n Craig Moser, Vice
President, Group
Account Director,
Retail Marketing
Moser leads Eastwest’s
in-store planning, as well
as execution and digital initiatives. He
has been instrumental in the launch and
continued operation of Eastwest’s retail-
focused discipline.
n Lou Ramery, CEO to solve clients’ business
Ramery leads the agency
velop meaningful brand
connections that maximize
customer value.
8
EDGE MARKETING
n FranBrinkman,
Vice President, Strategic
Planning and Insights
With 19 years of brand,
shopper and digital plan-
ning expertise, Brinkman
brings valuable perspectives in develop-
marketing strategy across the full breadth
of the agency service offering.
Creative Director
Oglesby develops strate-
gic, breakthrough creative,
specializing in shopper
marketing campaigns and
consumer engagement.
n Michele Shiroma,
Vice President,
Client Services
Shiroma leads the custom-
er excellence team for the
brings 15 years of experience in shopper
marketing, retail activation and product
launches.
n AllisonWelker,
Executive Vice President,
Welker leads this innova-
tive shopper agency of 50.
EPSILON-RYAN
n JanetBarker-Evans,
Senior Vice President,
Creative Director
Barker-Evans is passion-
ate about using creativity
problems. She leads creative for Epsilon-
Ryan Chicago and is an adjunct professor
at DePaul University.
n Jess Branson,
Senior Vice President
Branson has been with
Epsilon-Ryan for four years,
working with various
Philips, Organic Valley and others.
n Darryl Daoust,
Group Director Senior Vice President of Digital Products
Daoust leads the digital
shopper marketing center
of excellence for Epsilon-
Ryan. His cross-functional
team focuses on the use of digital com-
munications throughout the path to pur-
chase to engage shoppers, build brand
affinity and drive incremental sales for the
agency’s clients.
n Kim Finnerty,
Senior Vice President,
Consumer & Shopper
Insights campaigns for some of
Finnerty leads Epsilon-Ry-
an’s insights function and
brings more than 20 years of experience
in brand consulting, account planning
and shopper insights.
n Greg Gage,
Account Director n Suzanna
Gage leads data-driven,
insights-based digital
shopper omnichannel
strategy, innovation, ana-
lytics and education for clients.
n Burr Gavin, Senior Vice
President, Strategy and
Brand Planning Munk has spent most of
Gavin has worked to un-
cover the human truths
necessary to drive power-
ful integrated communication and adver-
tising strategies for more than 20 years.
n Tanya Greene, Vice President,
Group Director
Greene has been in the shopper market-
ing arena for more than 15 years, working
for companies such as P&G, Coca-Cola
and now Epsilon.
n TimMoore, Group
Creative Director egories from pet to cereal to health and
Moore leads his team to
breakthrough creative
ideas that change behavior
and build business for his
clients.
n Lori Murphy, n Nick Kraska, Director
Murphy has spent her Kraska leads cross-func-
career helping clients navi- tional teams to bring busi-
gate the constantly chang- ness ideas to life through
ing integrated marketing digital products that are
landscape and understand how a big based on common sense.
idea can simultaneously build a brand,
drive business for a retailer and motivate n Pradeep Kumar,
shoppers. Senior Vice President,
Director of Strategic
n Bill Wiechers, Analytics
Vice President, Kumar’s specialties include
Creative Director predictive analytics, data-
Wiechers has created driven marketing strategy, consumer be-
havior and choice analytics.
the world’s top brands
including USPS, Citibank, GlaxoSmithKline, n Tina Manikas,
Sears/Kmart, Motorola and State Farm. President
A renowned leader in the
F world of shopper market-
ing and integrated market-
FCB/RED ing, Manikas is an award-
Bierwirth, winning pioneer and innovator who has
Senior Vice President, grown FCB/RED into a leading global
Creative Director agency that drives consumer behavior
Bierwirth manages, men- change at every point of persuasion in
tors and nurtures talented today’s omnichannel world.
creative people and deliv-
n Curt Munk,
ers memorable, best-in-class consumer
Senior Vice President,
and shopper experiences both on and
offline. Director of Planning
n Teddy Brown, Executive his career helping brands
Creative Director be more successful in
Brown leads all creative their interactions with consumers and
teams across clients and shoppers. His global activation expertise
ensures all creative solu- includes shopper marketing, retail shop
tions break through barri- design, packaging, promotion and mer-
chandising solutions.
ers and influence behavior change.
n JulieRegimand,
n Michelle Derderian,
Senior Vice President, Senior Vice President,
Management Director Director of Production
Derderian’s experience Operations
in consumer packaged In constant pursuit of in-
novation, evolution and
goods spans diverse cat-
best production practice, Regimand leads
beauty, helping to build some of the the print and digital departments and
world’s most beloved brands. in-house studio, directing quality creative
work, evolving ideas and challenging
n Howard
people to work smarter and create better.
Klein, Senior
Vice President, Group
Management Director
Klein’s client experience
covers more than two
decades of award-winning
efforts.
9

G
GEOMETRY GLOBAL
n Jim Carlton, NA
Chief Creative Officer all shopper practices, in-
Carlton oversees the agen-
cy’s creative product and
vision. He joined Geometry
earlier this year from Arc
Worldwide, where he provided creative
leadership on all of the agency’s accounts.
n Justine Greenwald,
Executive Creative
Director – Field &
Experiential New York Director, Shopper
Greenwald has spent more
than 15 years as a creative
director in the ever-evolving world of
brand activation. She currently leads a
talented team of creatives in the develop-
ment of equity-building ideas that drive
action to drive conversion.
n Carl Hartman, NA Chief Executive
Officer (See profile on page 6)
n Laura Johnston,
Executive Creative
Director seven years at Kantar Retail and held key
In her role at Geometry
Global - Chicago, John-
ston oversees the creative
product of the Kraft, Mondelez and Waste
Management accounts.
n Gail Kay,
Managing Director director for WPP’s team
Kay has expertise in pro-
active problem-solving
utilizing a multidisciplinary
approach. With more than
27 years in brand activation, she brings
a unique understanding that helps link
brand and distribution channel insights
and shopper behaviors to deliver excep-
tional business results for clients.
n Scott McCallum,
President, Shopper
Marketing –
North America ops creative for shopper
McCallum is an accom-
plished senior executive
with extensive client and agency experi-
ence building businesses at the customer
level. For the past five years, he has suc-
cessfully spearheaded the agency’s
shopper marketing engagement across
Kimberly-Clark North America.
n Eric Pakurar, NA Chief n Karen Barnaby,
Strategic Officer Senior Vice President
Pakurar oversees strategy Barnaby leads the Grey
and planning teams across Shopper Global and North
America businesses.
cluding retailer strategy,
digital shopper, CRM, experience design
and content strategy. His specialty is deep n Corey Dobbs,
integration, aligning disparate disciplines Account Supervisor
to solve a common business problem. Dobbs manages and over-
sees the development of
n Soche Picard, Executive Grey Shopper Global and
Vice President – Team North America initiatives.
Unilever Shopper
Managing Director – n Christine Jacobson,
Picard has 20-plus years of Strategy, Research
experience creating holistic, innovative and Planning
and consolidated brand experiences for Jacobson is the agency’s
consumers and shoppers. Prior to her analytical and imaginative
tenure, she has also held roles at McCann shopper strategy lead. Insights are her
Erickson Worldwide, TracyLocke and business.
Acosta Sales & Marketing.
n Chris Kulvik,
n Carl Preller, NA Chief
Retail Strategist
Performance Officer Kulvik leverages retailer
Preller is responsible for the insights and processes to
agency’s data and analyt- achieve specific objectives
ics capability. Prior to join- for clients.
ing Geometry, he spent
n Joe Lampertius,
roles at companies including L’Oreal and
Global CEO,
Symphony Technology Group.
Shopper Marketing
Lampertius oversees the
n Heidi Schoeneck,
agency’s Global Shop-
Executive Creative per Practice across four
Director regions, 30 offices and more than 500
As the executive creative professionals.
Unilever shopper team, n Leigh Temple,
Schoeneck, has been inspiring people to
Account Director
buy for nearly two decades with experi-
Temple leads the develop-
ence in shopper marketing, consumer
ment and implementation
promotion, retail design, direct and
of shopper marketing in
digital.
global campaigns with a
passionate focus on integration.
GREY n Peter Viento, Executive
n Kelly Babcock, Creative Director
Creative Director Viento is the global Shop-
Babcock leads and devel- per lead on P&G’s Gillette
and Venus.
platforms.
10
 n RickEinhaus, Executive
H I
Vice President
HARVEY With more than 30 years IN MARKETING SERVICES
n Sue
of marketing, research
Baile, Senior n Valerie Bernstein,
and sales experience,
Vice President, Brand Senior Vice President,
Einhaus understands the
Integration Director Business Development
importance of integrating shopper-driven
Baile oversees and directs After many years of lead-
consumer insights with a sound retail
all agency integration of ing client teams, Bernstein
execution strategy to ensure successful
P&G’s CoverGirl client ser- now heads the new busi-
shopper marketing program planning,
vices, traffic and production. She is re- ness function for the agency, overseeing
development and activation.
sponsible for all upstream strategic shop- a dedicated team that diversifies the cli-
per collaborations as well as end-to-end ent mix, identifies and incorporates new
n Tina Franks,
delivery with agency partners, suppliers services and customizes highly flexible
Account Supervisor
and customer teams. solutions.
Franks manages the
n Kathy
day-to-day shopper busi-
Harvey, n Sean Conciatore,
ness for her clients and is
Founder and President Senior Vice President,
responsible for the devel-
Harvey launched her agen- Executive Creative
opment of insights-based strategies that
cy Harvey in 1986 with the Director
support engaging creative executions of
vision of bringing retail Conciatore is responsible
brand, scale and partnership initiatives.
brands to life. For the past for strengthening IN’s cre-
30 years, she and her team have helped ative platform and managing the creative
n Michele Huff,
reinvent the way brands focus their mar- services team.
Vice President,
keting efforts, making Harvey one of the
Client Engagement n Todd
industry’s fastest-growing agencies. Engels,
Huff has dedicated the last
Executive Vice President,
n Diane
nine years to delivering
Lonsdale, Managing Director
strategically sound shop-
Executive Vice President, Engels leads client service
per marketing programs for clients such
Chief Experience Officer at IN Marketing and has
as Kraft and Mondelez International. She
Lonsdale leads all account more than 25 years of ex-
specializes in optimizing brand plans to
management, account perience building brands at leading shop-
extend equity and deliver shopper solu-
planning and new busi- per marketing and advertising agencies.
tions to regional retailers in an efficient
ness. She has led the acquisition of several
and effective way. n Ken
agency clients. She is also responsible for Featherston,
business development, positioning and Executive Vice President,
n Lisa Norat, Vice
brand communication. Agency Inspiration
President, Client Service
In his current role, Feath-
n John
After more than eight
Makowski, erston leads the planning
years in the marketing de-
Senior Vice President and creative teams, merg-
partment of the National
and Creative Director ing his background to inspire the teams to
Basketball Association,
Makowski directs and over- create meaningful shopper connections.
Norat took her “A” game to the CPG arena,
sees all creative services
where she helped build long-term share n Elizabeth
for the agency’s roster Fogerty, Senior Vice
growth for some of America’s biggest
of award-winning clients. He also leads President, Strategic Planning &
brands.
marketing and video-related services for Analytics (See profile on page 22)
its new sister production company, Snack
n Julie Stephens,
Shop. n Jill Griffin, President
Account Director
Stephens is a proactive Griffin has led the evolu-
leader and excels in de- tion of IN Marketing from a
HMT ASSOCIATES primarily shopper market-
veloping and managing
n Patti Conti, cross-functional teams to ing practice to a leading
President & CEO create highly effective shopper marketing, omnichannel agency over
With more than 15 years consumer promotion and partnership/ the past eight years.
of experience in shopper entertainment activation plans.
marketing, promotions
and experiential events,
Conti has built HMT with a commitment
to delivering innovative ideas while infus-
ing efficiencies to deliver stellar results.

11
PURERED INTEGRATED MARKETING: MICHAEL MINASI, CEO

B
efore he moved to the agency side of the business, Michael munication and content creation, driving efficiency in the marketing
Minasi spent nearly 30 years in retail marketing. As interna- execution process and being very instrumental in helping our part-
tional advertising director at Toys “R” Us, he was part of the ners reach and connect with their shoppers,” he says.
team that launched the brand in Europe, Asia and the Mid- The agency has a functional-based structure, but with its focus on
dle East. “Very challenging, but very rewarding,” he says of that time. clients, PureRED’s most senior leaders interact with partners daily.
In his role as president of marketing at Safeway, he helped develop “I think that is part of what makes us different,” he adds. Quality of
the Safeway Club loyalty program, the private-label portfolio of creative work, responsiveness, resourcefulness and versatility are just
brands such as O Organics and a significant e-commerce business a few of the ways to evaluate an agency’s performance, and for Minasi,
while also helping rebrand the retailer’s “Ingredients for Life” cam- “it is always about whether or not your agency partner understands
paign. “But what I am most proud of is the team and organization your needs, adapts to challenges and supports growth and business
we built,” he says. “Really leading the industry in terms of brand and performance.”
shopper marketing.”
Switching to the agency side as chief executive of-
ficer of Atlanta-based PureRED Integrated Marketing “ Messaging and emotional connections build
has been his biggest professional challenge. But as he
says, his years spent in retail help make the organiza- relationships and brands. It’s all about shopper
tion a “uniquely different agency.” He understands the
challenges PureRED’s retail clients face: growing share, understanding, personalization, relevance and great
building shopper loyalty and differentiating brands. Yet, content driving connections and motivating shoppers.”
where Minasi was previously focused on his brand’s
holistic value proposition, the emphasis now is on “com-
Photo by David Caselli

12

PureRED realizing that it was in the
business of creating content and that it
was compelled to think beyond traditional
print and in-store executions was an im-
portant evolution. The agency, Minasi says,
is building its capabilities around content
creation and asset management and being
proficient at distributing to all marketing
channels in a seamless manner. “Think of
it as digitized content and assets ready for
any marketing or media platform to reach
shoppers,” he says.
That ability to produce, manage and dis-
tribute content into all consumer-market-
ing channels is where retail clients need
the most help. On the CPG side, clients
need help understanding retailers and re-
tail complexity and speed of execution,
Minasi says.
He and his team take a broad view of
shopper marketing – any marketing ac-
tivity that sits between promotional and
brand marketing. “Certainly shopper, but
focused and increasingly driven by data
and analytics. The executions are both in-
store and in digital media,” says Minasi.
“And getting more and more retailer-spe-
cific and driven.”
One concern he has when it comes to
shopper marketing is retailers embracing
their role in driving segment and person-
alized programs – using their loyalty card
and shopper data to partner with CPG
marketers at strategic levels. “I believe it
starts with empowering marketing and
shopper marketing within the retail lead-
ership structure,” he says.
Looking to the future, he expects retail-
ers to use data and insights to “refine and
transform the physical retail environment
and to maximize the traditional store in
the omnichannel world.” While he con-
siders himself an omnichannel shopper,
Minasi also admits that he’s definitely
immediate-gratification-oriented and still
loves the retail shopping experience.
In five to 10 years, he does anticipate
shopper marketing being led equally by re-
tailers and CPG companies and expects it
to be highly segmented and personalized.
While Minasi notes that technology and
digital media will empower that custom-
ization, he still believes “it’s the ‘message,’
not the ‘medium.’ Messaging and emo-
tional connections build relationships and
brands. It’s all about shopper understand-
ing, personalization, relevance and great
content driving connections and motivat-
ing shoppers to love your brand.”
n Michael Harris,
Executive Vice
President, Strategy
& Development network of 20 international
With more than two de-
cades of experience in
dozens of categories, working for manu-
facturers and retailers in both Europe and
the U.S., Harris brings a unique perspec-
tive to the art and science of shopper
marketing.
n Lisa Klauser,
President, Consumer
& Shopper Marketing Insight & Strategy
Klauser, who joined the
agency in 2012 after a
prolific 19-year tenure at
Unilever, leads a team of more than 225
people strong.
n Holly Quinn, Executive Vice
President, Operations & Agency
Excellence
Quinn is a senior marketing leader with
more than 20 years’ experience in shop-
per marketing and retail strategy with
extensive experience in client relationship
development and operational excellence.
THE INTEGER GROUP
n Reyna Alishio,
Executive Vice President
of Account Leadership
Alishio oversees account
leadership at Integer’s
headquarter office in Den-
ver. She focuses on driving results and
leading clients into the future. Alishio has
more than 20 years’ experience working
on a variety of clients including P&G, Kel-
logg’s, Mars Inc. and MillerCoors.
n Ellen Cook, President,
Dallas and Atlanta agency’s clients.
Cook leads Integer’s Dallas
and Atlanta offices includ-
ing the Dallas-based Inte-
ger Retail Arts Lab (RAL).
RAL is a retail-technology-focused think
tank where clients explore branding and
selling in physical and digital spaces.
13
n Marc Ducnuigeen,
President, International
Ducnuigeen leads Integer’s
offices, overseeing business
development initiatives for
the global network. He is the “chief client
officer” for Integer’s P&G relationship, glob-
ally, and also serves as Omnicom’s global
leader for the holding company relation-
ship with P&G.
n Craig Elston, Executive
Vice President,
Elston oversees Integer’s
insight and strategy and
media teams. He works
with clients to provide key insights into
shopper behavior and purchase motiva-
tion to ultimately help clients turn shop-
pers into buyers.
n Frank Maher, COO
and Group President,
Midwest
Maher leads operations
across the Integer network
as well as leading Integer’s
Des Moines, Iowa, office, overseeing client
relationships and growth in the Midwest.
He has 25 years of experience in the in-
dustry, including positions on both the
agency and client side.
n Morgan McAlenney,
Executive Vice President,
Digitail
McAlenney leads Digitail
for Integer, which is de-
fined as “the convergence
of digital and retail at the Intersection of
Branding and Selling.” He leads a team of
digital experts bringing real-time technol-
ogy and digital retail executions to the
n Xan McNelly,
Executive Vice President,
Chief Integration and
Strategy Officer
McNelly creates brand
and shopper experiences
across offline and online touchpoints.
She oversees a team of specialists in
digital, relationship marketing, PR, social
media, media and analytics, and leads the
insights and strategy department in Inte-
ger’s Des Moines, Iowa, office.
n Michael Rivera, n Shari n David Painter,
Robinson,
Executive Creative Vice President Vice President,
Director Robinson is dedicated to General Manager
Rivera has more than 20 in-store demonstration Painter has a decade of
years of experience in services for a major retail experience in global digital
digital, brand and shopper account. She works closely leadership in brand and
marketing and leads Integer’s creative de- with multiple retailers and brands to en- shopper marketing. He believes forming a
partment in the Midwest office, oversee- able their operations and growth strate- true partnership with clients is the only way
ing client work for Michelin, Pella Corp., gies. to unlock success.
Nationwide and BFGoodrich.

n Nicole
n Deborah Williams, M
Souza, Senior Director
Senior Vice President, Williams leads the sales
THE MARKETING ARM
Network Business and operations teams n Babette Bevan,
Development while managing key rela- Senior Account Planner
Souza leads network busi- tionships within the retail With a passion for unearth-
ness development efforts and CPG community. ing insights and a deep
focused on growth across Integer’s U.S. understanding of shopper
offices. She has a unique mix of business
development, account management, L behavior, Bevan works
with a range of clients to bring to life stra-
and operations experience working LABSTORE GLOBAL tegic and breakthrough ideas that inspire
throughout her career with clients such action.
n Jon Bird,
as Microsoft, Kellogg’s, British Airways and
Johnson & Johnson. Managing Director
n Jay Evans,
Based in New York, Bird
oversees Labstore in 24 Account Director
n Mike Sweeney, CEO
locations across the globe. With more than 13 years
Sweeney oversees the of retail experience within
management of multiple Labstore is Y&R Group’s
worldwide retail and shopper marketing PepsiCo, Evans oversees
agencies in the Integer the development of break-
network that includes network, and ultimately part of WPP.
through shopper marketing programs
more than 1,200 associ- that combine the emotional power of
ates globally. He’s relentlessly focused on
the development of great people who
LUNCHBOX iconic brands with insights into core
shopper behaviors.
deliver world-class thinking and work for n Laura Karmarkar,
Integer’s clients. Vice President, n Kelly Gloor, Senior
General Manager Account Director
Karmarkar leads the Lunch- Kicking off her career at
INTERACTIONS box LA office. Her career Toys “R” Us, Gloor truly
n Kristen Baird, spans shopper marketing knows shopper marketing
Senior Director, and brand strategy across agency, client from the inside out. She
Insights & Analytics and retail in the U.S. and Asia Pacific. Her has worked across many categories and
Baird oversees the corpo- passion is partnering with brands to cre- brands including Hershey, Dannon, Uni-
rate marketing services, de- ate engaging content that drives conver- lever’s Dove and, most recently, the NBTY
livering actionable insights sion. portfolio.
to its partners and enabling strategic de-
n Jay Mathew, n Eli
cisions around how to engage and create Saldivar,
meaningful relationships with shoppers. Chief Operating Officer Digital Shopper
Mathew has more than Strategy Director
n Nicole LeMaire, 20 years of experience in Saldivar leads digital
Vice President of shopper marketing and shopper strategy for the
Sales and Operations brand management. He is agency. His passion for
LeMaire leads the expe- the leader of the Lunchbox and his teams technology has made him a pioneer in
riential agency division. develop solutions that drive market dis- the digital shopper marketing space for
Through in-store events, ruption and business transformation. almost 10 years, building multifunctional
sampling, mobile tours, guerilla market- teams to support a variety of brands.
ing, street teams and other experiential
marketing tactics, her division showcases
retailers, private-label brands and CPGs
inside and outside of the retail space.

14
 n Jake Berry, Executive
MARKETING LAB n KatieSeleski,
Account Director Vice President, General
n Sarah Brooks, Seleski, who has been Manager and Health &
Account Director working in shopper mar- Wellness Group Lead
Brooks brings nearly 10 keting on both the client Having led several key
years of experience work- and agency sides for the client relationships in the
ing with major CPG brands. past 15 years, manages iconic brands such past 15 years, Berry currently manages
She’s worked across all as Land O’Lakes, Honeywell and P&G. the Campbell Soup Co., Pepperidge Farm
major retailers and a wide spectrum of cat- and Pfizer businesses. He also leads the
egories, and brings extensive shopper mar- n John Tieszen, agency’s Health & Wellness Group.
keting knowledge and insights into what Vice President,
works best across major retailer accounts. n Ethan Goodman,
Managing Director
Tieszen has more than 25 Senior Vice President,
n Rich Butwinick, Owner years of marketing and Shopper Experience
Butwinick has more than promotion experience on Goodman leads a team of
20 years of experience in both the agency and client sides. strategists, media planners
shopper marketing, retail and designers in activating
marketing and promotions best-in-class omnichannel (online and of-
for leading manufacturers MARKETING WERKS fline) experiences that engage shoppers
such as P&G, Land O’ Lakes and Western along the path to purchase and compel
n Holly Meloy,
Union. them to buy clients’ products at retail.
Senior Vice President,
n Chris Haas, Managing Director n GregIszler, Executive
Creative Director Meloy leads the agency’s Vice President,
Haas joined the agency CPG and retailer clients, Strategy & Insights
in 2008 and has used the and brings 18 years Leveraging 20-plus years of
previous decade’s experi- of experience in shopper marketing, brand, digital and shopper
ence in retail advertising to digital and retail activation, and product planning expertise, Iszler’s
form key partnerships with retailers. launches. team focuses on the holistic customer ex-
perience, ensuring a unique level of clarity
n David Newman,
n Mark Lenss, around shopper-centered opportunities.
Senior Vice President, Chief Insights Officer,
Managing Director Crossmark n Derek Joynt,
Lenss has more than 25 Newman joined Marketing Executive Vice President,
years of experience in mar- Werks’ parent company, General Manager
keting, with an emphasis Crossmark, in September A senior marketing execu-
on consumer promotions for both large 2015. He helps drive strategy and value. tive with a proven track
and small brands. Prior to this role, he was responsible for record of outstanding busi-
the sales strategy, category management, ness results, Joynt leads the Cargill, Chat-
n Kate Mendel, shopper marketing and the sales finance tem and Sun Products businesses.
Account Director teams at Pharmavite and spent more than
Mendel manages the 16 years at PepsiCo. n Steve Nottingham,
Western Union account Executive Vice President,
including the retail and General Manager
CRM teams.
THE MARS AGENCY Nottingham oversees the
n Ken Barnett, Walmart and T-Mobile
n Scott Mueller, Global CEO businesses across the
Managing Director As a seasoned agency entire network of The Mars Agency. Over
Mueller has more than leader with more than the last 14 years, he has worked across the
25 years of experience in three decades of broad ex- agency’s key commercial functions and
integrated marketing and perience in marketing and led many of the largest client engage-
combines a highly devel- advertising, Barnett oversees an agency- ments.
oped strategic sense with a good grasp wide culture of professional growth and
of what works in the real world. client-service excellence.

15
SAATCHI & SAATCHI X: JESSICA HENDRIX, President/CEO
J
essica Hendrix didn’t set out on a pre-
determined professional path. Instead,
she’s let her passion for problem-solv-
ing and building strong relationships
guide her career. This unplanned route has
taken Hendrix to her current position as
president/chief executive officer of Saatchi &
Saatchi X, USA. She took over the reigns last
year after Dina Howell retired.
Hendrix joined the company in 2007 and
served as senior vice president, account lead-
ership, before being named president. She led
client partnerships out of the agency’s North-
west Arkansas offices and had oversight for
the largest portion of Saatchi & Saatchi X’s
business units including Procter & Gamble,
TracFone Wireless and Coca-Cola Co.
“While taking this role is a huge accom-
plishment, it’s also a huge challenge,” she
says. Not having been in a traditional man-
aging director role before, she faced a bit of a
learning curve in running a business end to
end. “Learning new things and stretching outside of my comfort
zone has been fantastic for growth,” Hendrix adds. “Fortunately, I
have a great team that is a tremendous help on the journey.”
Those teammates, or “Xers” as they call themselves, are what
keeps her motivated. “Xers have a great attitude, a passion for
excellence, a penchant for curiosity and a fierce desire to create
transformative work that drives sales for our clients,” she says.
The transition after Howell’s retirement saw the agency move
from an office-by-office model with managing directors to a func-
16
tion-based organization with the purpose to
drive cross-office engagement and scale. Staff
has been added to the digital and media team
as Hendrix says this is an “important focus
for our agency and how we connect with
shoppers as we continue to grow.”
It was nine years ago, when Hendrix joined
Saatchi, that she first heard the term “shop-
per marketing.” At the time, Andy Murray
was leading the company and took the time
to meet with Hendrix and discuss the dif-
ferences between shopper marketing and
above-the-line advertising and consumer
perceptions versus shopper behavior.
Howell’s appointment as CEO in 2010
brought her passion for the “First Moment
of Truth” from P&G and helped the agency’s
focus. “We define shopper marketing,” Hen-
drix says, “as any marketing effort, which
creates high-motivation, high-facilitation ex-
periences for shoppers to change behavior
and lead to purchase.”
While the space is constantly evolving and the ways in which
to connect with shoppers changes frequently, Hendrix says what
remains steady is the way the agency approaches the work. Xers
believe that even in unemotional categories, shoppers want to con-
nect emotionally and that their motivations are rooted in human
truths. If you understand shopper motivations, you can find ways
to connect and, thus, impact their behavior to drive purchase. “The
places we impact behavior will always change,” she says, “but our
approach is foundational and always drives back to emotion. As
Photos by Joshua Duke

“ Shoppers don’t think
of shopping in a single
dimension. They see it as
an ecosystem, and they
expect retailers to make it
easy for them to connect
the dots.”
we watch the space evolve, it’s easy to get
caught up in the next shiny object. We
have to stay the course, even when the
tactics change.”
And while she recognizes big data as
important, she notes it shouldn’t be used
exclusively to drive decisions on how to
connect with shoppers. “In some ways,
we are losing our ability to also leverage
our gut in decision-making,” Hendrix
says. “We must remember human truths
and emotion impact shopper behavior
and can pair well with the data available.”
Continuing to grow at the speed of cli-
ents’ growth and keeping great talent are
challenges, but Hendrix says Saatchi &
Saatchi X has been fortunate to have low
attrition rates. “We have a great culture
and experience – all while doing great
work. We have to continue to create the
unique environment that keeps top talent
interested and engaged.”
When it comes to evaluating an agen-
cy’s performance, she says ROI is only
one factor to consider. There’s also Return
on Relationship (ROR) and the ability to
scale over time plus the fact that long-
term relationships can help create effi-
ciencies by the agency having a deeper
understanding of processes and systems.
Looking ahead, Hendrix expects phys-
ical stores to still play a role for shoppers
but says retailers must flex to shoppers’
needs. There will be times they want to
browse and times they want to pre-order
and pick up. “It must feel like an ‘and’ to
the e-comm and mobile shopping expe-
riences,” she explains. “Shoppers don’t
think of shopping in a single dimen-
sion. They see it as an ecosystem, which
works together, and they expect retailers
to make it easy for them to connect the
dots.”
n Allan Peretz,
Senior Vice President,
General Manager
Retail Marketing Group shopper marketing and
Peretz leads a team of
expert shopper marketing
practitioners focused on building brand
experiences at key retailers. His team
spans the U.S., including Minneapolis,
Chicago, Oakland and Cincinnati.
n Rob Rivenburgh,
CEO North America
With 25 years of experi-
ence in shopper and
consumer marketing,
Rivenburgh leads an inter-
national agency network that consistently
delivers engaging and impactful brand
experiences for its Fortune 500 client
portfolio.
n JeffStocker,
Chief Creative Officer
Stocker is charged with
overseeing all of The
Mars Agency’s creative
leadership teams. Highly
knowledgeable in the arena of shopper
and consumer marketing, he excels at
identifying winning strategies and foster-
ing brilliant creative achievements that
motivate people to buy.
n Elise Wilfinger,
Executive Vice President,
Corporate Strategy &
Brand Officer Digital Shopper Lead
Wilfinger has more than 20
years of ROI-driven strate-
gy, integrated marketing, digital and CRM
experience. She oversees corporate strat-
egy, corporate marketing, business devel-
opment and branding for the agency.
MATCH MARKETING GROUP
n LizCrawford, Senior
Vice President, Strategy
& Insights, Shoplab than 25 years of leadership
Crawford has more than
20 years of experience in
marketing, first as a brand
manager and more recently as a shopper
marketing strategist.
17
n Michael Dill, President
Dill, who has more than
15 years of experience in
consumer marketing, leads
the U.S. agency for Match.
n Brett Farren, CEO
Farren has focused on
end-to-end solutions for
the path to purchase, inte-
grating insights, strategy,
promotion, digital, experi-
ential, sales and retail services.
n Perry Miele, Chairman
Miele has more than 20
years of experience in the
advertising and marketing
industry.
n Clare Rappaport,
Executive Vice President,
Group Account Director
Rappaport has 20 years of
agency experience, lead-
ing teams and building
best-in-class shopper capability both at
the agency and in partnership with Match
Marketing’s client base. 
MOMENTUM WORLDWIDE
n Shaun Brown, Senior
Vice President, CPG &
Brown leads Momentum’s
CPG client teams and the
agency’s digital shopper
marketing. He has more than 20 years of
experience leading shopper strategies
and customer marketing activations.
n Patty Chandler,
Vice President, Director,
Business Leadership
Chandler leverages more
and integrated marketing
expertise to deliver compelling strategy,
execution and growth to the New York
Lottery’s retail and shopper experience.

n Julie Clark,
Creative Director Vice President, Group
With more than 15 years of
experience, Clark collabo-
rates on shaping strategy
and leads the creative
development for shopper marketing pro-
grams for key brand initiatives.
n JeffGould,
Vice President,
Creative Director of the retail landscape.
With more than 18 years
of CPG experience, Gould
leverages a broad range of
expertise to lead his team and provides
strategic planning and creative solutions
that are relevant across the total shopper
journey.
n Elena Klau, Senior Vice
President, Director
Strategy and Insights research to define purchase drivers and
Klau unites all agency tal-
ent across strategy, mea-
surement and analytics as
one seamless North American center of
excellence. With 10-plus years of market
and academic research experience, she
has helped pioneer the creation of Mo-
mentum’s consumer shopper integration
toolset.
n Laura Moser, Senior
Vice President, Retail
and Shopper Marketing
Practice Lead, NA
Moser is responsible for
leading and further build-
ing the agency’s retail and shopper mar-
keting practice across all North American
retail and clients.
n Jennifer Olliges, Vice
President, Director of
Business Leadership portfolio.
Olliges brings more than
15 years of CPG experience
in the areas of strategic
planning, shopper marketing and con-
sumer promotions. She is a key member
of the agency’s global shopper marketing
practice group.
n Glen Peden,
Creative Director n PaulBallew, Senior
With more than 20 years’
experience, Peden has led
creative leadership and
strategy for clients such as Unilever, Bayer
Consumer Care and Deutsch brands. He
infuses creative thinking with strategy, tap-
ping into unique insights alongside core
truths to develop innovative campaigns.
n Donnalyn Smith,
President, NA n CoraBrady, Vice
Smith leads the company’s
North American region and
more than 900 talented
employees. Under her lead-
ership, the agency has seen double-digit
growth, brought in high-profile creative
and business leadership talent, developed
unique analytics tools, and commissioned
brand love.
n Adrian Velazquez,
Vice President,
Shopper Strategy Mosaic Shopper
Velazquez is lead shopper
strategist. An accomplished
consultant in shopper mar-
keting strategy and commercial capability
building, he is known for instilling his pas-
sion for business analytics into all aspects
of sales and marketing – from strategy to
execution.
MOOSYLVANIA
n Norty Cohen, CEO Mosaic Canada
Cohen founded the agen-
cy in 2003 with a focus
on motivating consumer
behavior.
n Nick Foppe, COO n James
Foppe has spent more
than 20 years working on
the brand and agency
sides, including Michelob,
O’Doul’s and Pabst.
18
MOSAIC SHOPPER
Vice President, Client
Growth Strategy,
Mosaic Shopper
Ballew leads services in-
tegration for the agency.
As a 20-year veteran marketing and sales
strategist, he has extensive experience
guiding clients through the complexities
President, Strategy
& Client Service,
Mosaic Digital
Brady leads the digital
services for Mosaic North
America. She helps brands and retail-
ers navigate the rapidly changing retail
landscape with digital shopper market-
ing solutions that are designed to drive
purchase.
n Kristen Buss,
Vice President,
Buss leads the agency’s
strategic planning. With
more than 18 years of
marketing experience in communication
planning, research, analytics and behav-
ioral observation, she brings a unique
vision and innovative practices to the
agency.
n Matthew Diamond,
Senior Vice President,
Diamond has a wealth of
knowledge garnered on
the client and agency side
in his near two decades of experience.
He oversees the entire consumer goods
Fraser,
General Manager,
Mosaic Shopper U.S.
Fraser leads the strategic
direction of the U.S. busi-
ness. With more than 19
years of experience, he is a pioneer in the
retail and shopper marketing industry,
and was the founder of a unique process
called Deconstruction that yields a propri-
etary output called Purchase Design.
n Chad Grenier, Executive n Alicia (Lish) Smestad,
Vice President, Retail N Executive Vice President,
Marketing Services, NSIGHT CONNECT Senior Group
North America Director/President
n Jennifer Butcher,
Grenier leads all North Smestad leads data-driven
American retail marketing Vice President, digital innovation and
agency services within Mosaic. With 21 Account Director measurement, along with strategic busi-
years’ experience in the industry, he coun- Butcher leads the Los An- ness opportunities for clients.
sels marketers on how to combat the geles office and has more
than 15 years of strategic
growing erosion of traditional forms of
marketing experience across disciplines P
mass media to reach consumers through
nontraditional mediums. including brand development, public PURERED INTEGRATED MARKETING
relations, national consumer promotions,
n Matt Champion,
n Susan James, Vice digital and shopper marketing.
Senior Vice President
President Client Service, of Strategy and
n Adam Celing,
Mosaic Shopper North Business Development
America Creative Director
Celing leads Nsight’s cre- Joining the agency in Sep-
James is a proven results- tember 2015, Champion
oriented integrated thinker ative team in Minneapolis.
He has years of experience leads PureRED’s business development
who looks for transformative ways to and sales function. He is responsible for
solve big client challenges. She has developing strategic cre-
ative solutions for brands across multiple its strategic focus, product development
played a key role in the development of and creating the marketing focus and
Mosaic’s proprietary Purchase Design in- retail channels for a diverse set of clients.
strategies that help to further differentiate
sights & strategy model. the agency.
n Charley Ciresi,
n Jason Katz, Executive Vice President,
n Michael Minasi, CEO
Vice President, Head of Client Services
Ciresi is a key account lead (See profile on page 12)
Digital, Mosaic
Katz leads digital, social in Minneapolis where he
and mobile marketing, works to connect national R
helping clients effectively brand strategies to retailer and consumer
objectives, to help deliver unique and RED FUSE COMMUNICATIONS
capitalize on new media by developing
best-in-class, insights-driven, accountable differentiated solutions to clients. n Kateri Benoit,
digital solutions that influence purchase. Global Director of
n Bill Flanagan, eCommerce/eShopper
n Warren Paisley, Vice President, Benoit leads e-commerce
Vice President, Client Services and digital shopper mar-
Mosaic Canada With more than 15 years’ keting efforts globally at
Paisley challenges the experience, WPP’s Red Fuse, a “team agency” that
norm and digs deep into Flanagan manages key creates integrated communications for
the business rationale client engagements out of Westport, and Colgate-Palmolive’s brands.
behind client objectives, shaping the stra- delivers integrated marketing solutions
tegic direction for many of their most suc- across the full purchase continuum. n Patrick Daly,
cessful programs. He currently leads the Regional Creative
n Kristi Schon,
Canadian Anheuser-Busch business. Director, Shopper
Vice President, Communications, Asia
n Sheri Pearson, Vice Client Services Based in Hong Kong, Daly
President, Retail Insights Schon leads several large is responsible for Red
& Strategy, Mosaic client engagements out Fuse’s shopper creative across the entire
Shopper Canada of Minneapolis, where her Asia region.
Pearson is the strategic drive for constant innovation has sharp-
lead for shopper mar- ened the company’s practices and ap- n Rodger DiPasca,
keting, innovation planning, shopper proaches across core shopper, digital and Global Managing
insights and promotions for all Mosaic promotions disciplines. Director, Shopper
clients, including Johnson & Johnson Communications
and Samsung. DiPasca leads all world-
wide shopper communica-
tions for Red Fuse.

19
n Teigan Henry, Regional n Nate Carney, n Jessica Hendrix, President & CEO
Supervisor, Shopper Senior Vice President, (See profile on page 16)
Communications; Business Innovations
Latin America Carney has more than 10 n Ted Monnin, Group
Henry is responsible for years of brand marketing Creative Director
shopper marketing com- experience and currently Monnin leads the creative
munications throughout Latin America, leads digital shopper, omnichannel and e- team out of the Cincinnati
liaising with a network of various WPP- commerce across several CPG companies office and has helped trans-
owned agency offices. for Rockfish, including Kimberly-Clark and form food photography
Coca-Cola. along with inspiring and engaging in-store
n Darcy McNair, Creative
experiences.
Director, Shopper n Michael Stich, Chief
Communications; Innovation Officer
North America Stich leads the P&L, busi- SHOPPER 2 BUYER
McNair ensures seamless ness innovations and tech-
integration of shopper n Jill
DeLelle, Director
nology teams at Rockfish.
creative with consumer marketing chan- As the executive sponsor DeLelle leads the agency’s
nels such as advertising, social media and of clients such as General Mills, Unilever path to purchase multi-
public relations. and Mars Inc., he oversees teams that channel media planning,
deliver innovative shopper programs and driving results at the point
n Becky Turner, Regional of sale.
results.
Director, Shopper
Communications, n Dominic Forte,
Europe S Associate Director
Turner oversees Red Fuse’s SAATCHI & SAATCHI X Forte plans and executes
shopper marketing efforts all shopper communica-
n Mauriahh Beezley,
throughout Europe. tions with a strong focus
Group Creative Director on e-commerce.
Leading the creative team
ROCKFISH out of Northwest Arkansas, n Ann McGrath,
Beezley inspires clients and Group Director
n Anthony Acerra, employees alike with her McGrath leads S2B, a
Director Digital enthusiasm for world-class creative ideas. communications agency,
Strategy
which creates and optimiz-
Acerra creates relevant, n Jim Cartwright, es media plans that drive
omnichannel shopper Chief Operating Officer improved ROI and sales.
experiences that drive Cartwright partners with
category growth. He’s shaped and led each agency function to n Fatima Winfrey,
digital shopper strategy and innovation drive operational excel-
for companies including P&G, Unilever Director
lence while also driving Winfrey heads up the in-
and Kroger. a strong culture and team environment store paid media team,
through random acts of joy. creating strong supplier
n BillAkins, Senior Vice
partnerships, optimal pric-
President, Business n Chance Chapman, ing and results analytics.
Innovations Vice President,
Akins has 20 years of expe- Digital & Media
rience working with CPG Chapman’s entrepreneurial SHOPTOLOGY
companies like General spirit and his desire to drive
Mills, applying big data and digital shop- behavior change where n Charlie Anderson,
per marketing solutions, as well as with and how it matters to shoppers most is CEO
retailers directly – including leading teams helping change the landscape for shop- Anderson has more than
that build mobile retail apps for Walmart pers – one click and tap at a time. 17 years of shopper mar-
and Sam’s Club. keting experience and has
n Ellis Collins, led teams in marketing top
Senior Vice President, brands, including P&G, PepsiCo, Walmart
Production Services and Kroger. His team is focused on build-
Collins leads the produc- ing ideas that bond and create organic
tion group to ensure capabilities around where shopping is
on-time and on-budget headed.
executions, which embody the idea of
“Nothing Is Impossible.”

20
n Dino de Leon,
Senior Vice President,
Head of Creative Shopper Marketing Lanzi leads TPN’s New York
De Leon and his team
combine ideas and design
to make the shopper/user
experience easy, appealing and satisfying
for some of the world’s biggest brands
and retailers.
n Ken Madden,
Senior Vice President,
Head of Engagement Walmart and Sam’s Club
Madden has more than
15 years of experience in
digital marketing, analyt-
ics and strategy. He and his team design
and build connected, effective shopper
engagements that influence shoppers all
along the shopper journey.
n Julie
Quick, Senior Vice President,
Head of Insights & Strategy
(See profile on page 2)
n Jennifer Tinker,
Group Account Director Group Account Director
Tinker leads strategic agen-
cy partnerships with cli-
ents like Walmart, PepsiCo,
Dean Foods and others.
T helps major brands deliver omnichannel
THEORY HOUSE
n Jim Cusson, President
Cusson leads the retail
marketing agency that
supports midsize retailers
and brands such as Food
Lion, The Fresh Market and
Liquid Wrench with branding, in-store
design and activation.
n Christopher Durham,
Vice President of
Retail Brands Kelly,
Durham publishes My
Private Brand, a website
focused on the private
brand industry and is an author of several
books on the subject. He brings close to
20 years of real-world retail experience to
Theory House.
n Jared Meisel, n Amy Lanzi,
Managing Partner, Managing Director
Meisel helps clients create office and oversees several
digital and physical experi- of the agency’s retail mar-
ences that connect with keting client businesses.
shoppers in relevant, profitable ways.
n John Meyer,
Managing Director
TPN Meyer leads TPN’s grow-
ing Bentonville team
n Manolo Almagro,
and office, specializing in
Senior Managing
Director, Innovation
business strategy and retail activation for
& Retail Technology
clients including Sam’s Club, 3M and The
With a digital background
Clorox Co.
spanning 15 years, Al-
magro leads TPN’s retail technologies n Christy
O’Pella, Senior
practice out of Austin, Texas, cultivating
Managing Director,
partnerships, tools and capabilities across
Client Service &
platforms to deliver connected experi-
Development
ences and retail solutions for its clients.
O’Pella leads TPN’s Dallas
n Sarah
office and several of its
Cunningham,
largest client businesses.
Senior Managing
Director, Client Service n Chris
Rueckert,
& Development
An industry veteran,
Rueckert’s 10-plus years of
Cunningham leads the
retail and shopper market-
TPN Chicago office, and is responsible
ing experience enable her
for overseeing both manufacturer and
to think strategically when
retailer clients. Her knack for building stra-
confronted with challenges from clients.
tegic solutions and cross-functional teams
n Joe Scartz,
programs that deliver innovative shopper
Managing Director,
experiences.
Digital Commerce
n Deb
and Integration
Friedland,
New to TPN but not to
Managing Director,
marketing, Scartz is fo-
Planning & Perspectives
cused on building a digital commerce
Friedland’s passion for
practice to enable the agency’s clients to
understanding the dynam-
stay ahead of the quickly evolving digital
ics of commerce through
curve.
the lens of the customer journey helps to
drive TPN’s global insights and strategy
n Nancy Shamberg,
team.
Managing Director,
n Colleen
Shopper Marketing
Shamberg is responsible
Vice President,
for the agency’s shopper
Planning & Perspectives
marketing practice and
With more than 10 years
leads TPN’s San Francisco office.
of marketing experience,
Kelly is passionate for cre-
ating strategies that build brands. She is
driven to deliver experiences that excite
consumers and convince shoppers to
make the buy happen.
21
IN MARKETING SERVICES: ELIZABETH FOGERTY, SVP,
STRATEGIC PLANNING AND ANALYTICS
hen Elizabeth Fogerty came to IN Marketing Services about a de-
cade ago, she brought two decades of wide-ranging experience in
marketing, promotion and advertising. She began her career helping
to launch the successful coupon machines at ActMedia and moved
onward and upward from there. “I’m very proud of how I built a
career that was very well-rounded,” she says.
When Fogerty joined IN Marketing, the data team was a very
small group that used IRI and Nielsen data and was focused entirely
on one account, Unilever. Since then, the company has had double-
digit growth year over year, revenue has quadrupled and the strategic
planning and analytics department has grown to 13 people and
incorporated a marketing viewpoint.
“On the analytics side, it’s a huge hurdle to prove out in shopper
marketing – does it work? And the truth is, it does,” she says. During
the past couple of years, the team has gotten “aggressive in building
proprietary tools that have allowed us to be more predictive and
measure with greater granularity.”
The growth and diversification of the agency has brought chal-
lenges, such as finding talented people who understand retail and
shopper marketing, Fogerty says. “We grow, grow, grow and some-
times we can’t even keep up with our own growth. It’s not a mature
industry yet. We’re still seeing a lot of people entering it and trying
to figure out what it is.”
Shopper marketers face lingering perceptions that their work is
22
still a trade, or “trade plus,” as Fogerty puts it. “It’s the conundrum of
trade and really being able to drive the distinction in a sales-driven
organization,” she says. “And then the measurement piece, really be-
ing able to prove this hard financial ROI with clarity and ease. There’s
still some work to be done in that space.”
IN Marketing defines shopper marketing as branded experiences
“ [Shopper marketers] are still behind the
curve [with mobile]. We were lapped before,
and now we’re maybe half a lap behind.”
built around the path to purchase, using insights to build stimuli
through different types of media to affect behavior and drive pur-
chase, Fogerty says. “Our job is to make easier, more meaningful,
solutions for the brands we’re promoting. It’s about really under-
standing the motivation shoppers need to make choices.”
The company has grown both organically and through acquisition,
expanding its scope of service with additional disciplines and build-
ing out into a full-service organization, Fogerty says. “People compare
us to larger holding companies. That has been a very distinct and
deliberate approach in the past year. … It’s about building great, scal-
able processes and becoming more agile. Digital capabilities, mobile
Photo by Steve Hockstein

capabilities – whatever we need to fill gaps,
we will grow or buy.”
IN Marketing works in cross-functional
teams with a creative director, business
leader, planning leader and traditional
supports built around individual clients
in a dedicated way, Fogerty says. Very few
people work across multiple clients. “We
are wholly focused on dedicated bodies
to client businesses,” she says. “It’s opera-
tions, finance, creative and accounting all
in one pot, if you will.”
The agency’s clients span a wide range of
sophistication, from some who “really un-
derstand what shopper is, and how they’re
activating against it” to others with siloed
structures who “still need proof in the
pudding, with brands who still talk about
building household penetration, which is a
wonderful goal,” she says. “[With] shopper
marketing, we’re closer to the sale. Articu-
lating that within some CPG companies
is difficult. And retailers don’t move fast
enough; they still don’t have connectivity in
their organization where they bring buyers
and marketers together.”
In addition to financial goals, clients
should evaluate the performance of agen-
cies like IN Marketing through partnership
and how embedded the agency becomes
in their business, as well as willingness to
innovate and change, Fogerty says. “We’re
providing stewardship and leadership so
they can feel confident they can be a strong
voice and have the confidence to win in
their own organization,” she says. “If we
can empower them, we should be graded
on that.”
Going into the future, Fogerty does not
foresee physical stores going away but does
think retailers will need to take better ad-
vantage of the online world, personalizing
their offerings by community. “If larger
chains could think more locally, they could
win,” she says. “It’s really about having the
assortments and products that shoppers
need. Stores may still be too big to be able
to service that kind of model.”
Shopper marketers at retailers and CPG
companies need to stop playing catch-up
on technology and be more on the leading
edge, Fogerty believes, although she does
see progress. “We have yet to tap into the
power of mobile. We’re still behind the
curve. We were lapped before, and now
we’re maybe half a lap behind.”
n Sarah Walker-Hall,
TRACYLOCKE
Group Planning
n Mike Bartlett, Director
Managing Partner Walker-Hall, an avid stu-
Bartlett currently oversees dent of consumer psychol-
the PepsiCo business at ogy, has worked on some
TracyLocke, which includes of America’s most iconic brands like Levi’s,
brand, shopper marketing, T-Mobile and SC Johnson.
foodservice and field marketing teams.
n Hugh Boyle, TWINOAKS
Chief Executive Officer n Brianne Brannan,
In less than 18 months, Vice President,
Boyle has grown TracyL- Client Leadership
ocke’s global footprint Brannan has nearly 12
from 280 employees to years’ experience in shop-
more than 500 employees. per marketing supporting
top global brands across various catego-
n Sabrina Diez, ries and retailers, including Elmer’s, La-
Creative Director vazza, Treasury Wine Estates and P&G.
Diez has worked on
multiple divisions of Tra- n Cameron Clement,
cyLocke’s Pepsi business, Vice President, Executive
Starbucks and First Data. Creative Director
She recently helped launch the new Clement has 25 years of
TracyLocke Chicago office and now plays experience in shopper
a leadership role on the SC Johnson ac- marketing, brand devel-
count. opment and product launch for leading
brands and CPG companies.
n Mary Kotyuk, Strategy
Director, Digital Shopper n Steve DeVore,
Marketing President
With more than 13 years DeVore has spent almost
of promotional and digital two decades on the
experience, Kotyuk is re- agency side with a major-
sponsible for leading retail activation plan- ity of that time in shopper.
ning and digital shopper marketing initia- In 2011, he partnered with Ken Barnett to
tives for key clients such as SC Johnson and launch Twinoaks.
Pepsi, in addition to growing the agency’s
digital and e-commerce shopper market- n Tracie McKee,
ing capabilities.
Vice President,
Client Leadership
n Mike Lovegrove, With a nearly 20-year
President and Chief marketing ca reer that
Creative Officer has spanned a variety of
Lovegrove is the architect categories, McKee leads the agency’s
of TracyLocke’s “Buy De- Beiersdorf business, overseeing shopper
sign” methodology used marketing efforts for the Nivea, Aquaphor
by PepsiCo, Samsung, SC Johnson and and Eucerin brands.
Pizza Hut, among others.
n Maureen O’Hare,
n Tyler Murray,
Vice President,
Chief Strategy Officer New Business
Murray has worked with
With more than 15 years’
innovative thought-leaders experience in shopper
on accounts such as Pep-
marketing on both the cli-
siCo, SC Johnson, P&G and ent and agency side, O’Hare is responsible
others.
for the agency’s business development
opportunities.
23
n Jason n Nicole Turner,
Stewart, n Lionel Knight, Senior
Group Creative Director Managing Director, Vice President, Planning
With more than 10 years Retail Communications Knight heads up Upshot’s
of experience in shopper Brick-and-mortar, research and planning ef-
marketing, Stewart is an e-commerce or one- forts, focusing on using
award-winning creative off events, Turner helps innovative techniques to
director who has led creative strategy and brands capture, captivate and convert pinpoint insights that inspire programs
design for some of the biggest brands shoppers through meaningful and mem- and ultimately shoppers.
and greatest clients. orable engagement at every stage of the
shopper’s journey. n Brian Kristofek,
President & CEO
TWO WEST n Ethan Whitehill, Kristofek is actively in-
CEO & Strategist volved in growing Up-
n Mark Lopez, Chief From shopper psychology shot’s shopper capabilities,
Innovation Officer and experiential design to including continued media
From online crossover and brand strategy and activa- innovation along the digitally enabled
mobile apps to interactive tion, Whitehill has yet to path to purchase. He is partnering with
in-store content and tech cross a realm of retail territory that is unfa- Scotts Miracle-Gro to build a more robust
integration, Lopez ensures miliar, ensuring customer experiences and shopper capability and help revolution-
technology always drives return for the expressions are relevant, relational and ize the home improvement channel for
brand while being relevant to the shop- provide return. home and garden.
per.

n Angela Potts,
U n Brian Priest,
Senior Vice President,
Managing Director, UPSHOT Creative Services
Brand Localization
n Neil Helsper, With more than 25 years of
Potts leads the Two West
Creative Director experience in branding, re-
Brand Localization team,
Helsper leads creative tail design and consumer/
leveraging big data to
direction for ACH Foods, shopper marketing, Priest is able to devel-
translate national shopper campaigns into
Kraft and Scotts Miracle- op seamless and dynamic engagement
relevant and relational touchpoints on a
Gro shopper marketing through the entire path to purchase.
hyper-local level: at home, on the go and
in-store. efforts. He recently helped Scotts Miracle-
Gro sell in custom retail programs that n Mary Van De Walle,
n Steve
engage with Millennial shoppers. Vice President, Planning
Spencer,
Van De Walle believes the
Chief Creative Officer
n Lisa Hurst, secret to great shopper
Spencer hones the experi-
Senior Vice President, marketing lies in under-
ences and expressions of a
Account Management standing the omnipresent
shopper’s journey to com-
Hurst spearheads the shopper’s motivations, expectations and
bat decision fatigue and
agency’s shopper market- behaviors. She is currently helping ACH
increase decision simplicity, purchases
ing, bringing expertise Foods activate relevant food and ingredi-
and loyalty – creating deep retail engage-
and thought-leadership around shopper ent stories along the entire digital path to
ment.
insights, strategies and experiences. purchase.

© Copyright 2016. Path to Purchase Institute, Inc., Chicago, Illinois U.S.A. All rights reserved under both international and Pan-American copyright conventions. No reproduction of
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