the winners - Path to Purchase Institute

Transcription

2016
the winners
shopper marketing
Presented at:
In partnership with:
March 16, 2016 | New York City
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Recognizing the Best in Shopper Marketing
We are thrilled to present this year’s winners of the Shopper Marketing Effie Awards.
Effie Worldwide and the Path to Purchase Institute have once again joined forces to present the Shopper
Marketing portion of the prestigious North American Effie Awards competition, which has been recognizing true
effectiveness in marketing communications since 1968. Launched in 2011 with just two competitive categories,
the 2016 Shopper Marketing competition boasts 12 unique categories.
This year’s winning entries put a spotlight on various ways in which brands and retailers are overcoming the
business challenges confronting them in a fast-changing marketplace. By analyzing successful programs that
demonstrate unique, behavior-influencing marketing solutions, we as an industry can continue to push the
envelope and spark debate about what defines effective shopper marketing — and, more importantly, what
the discipline will look like in the future.
Such worthy campaigns deserve an equally impressive showcase, which is why the Effie trophies were again
presented during the “Shopper Marketing Celebration” at this year’s Shopper Marketing Summit in New York
City. More information about the winners is available at www.effie.org and www.p2pi.org.
We’d like to thank everyone who helped make this year’s competition another rousing success, especially
the jury of industry executives who unselfishly devoted their time to help select the finalists and winners. We
look forward to fostering continued learning and sharing about what it takes to develop impactful shopper
marketing strategies.
Of course, we’d also like to congratulate the winners themselves on their most deserving recognition. Once
you’ve learned more about these programs, we’re sure you’ll agree with that conclusion.
Sincerely,
Neal Davies
President & CEO
For more in-depth coverage of the campaigns,
visit www.p2pi.org and www.effie.org. Additional
information will also be available in upcoming
issues of Shopper Marketing.
Peter Hoyt
Executive Director & CEO
Path to Purchase Institute
Overviews and related materials about the winners and finalists in the 2016 Shopper Marketing
Effies were provided as part of the entry process and were edited for consistency and clarity.
® Effie is a registered trademark/service mark of Effie Worldwide, Inc.
2016 Shopper Marketing Effie Award Winners
1
CVS Love Your Skin
Unilever
Brands:
Dove, Vaseline, Simple
Lead Agency:
Team Unilever Shopper
Contributing Companies: Shopper2Buyer; Lunchbox; Barrows
Award:
Gold, Single-Retailer Program - Drugstores
In 2014, CVS rebranded with a renewed focus
on health but needed a way to unite its health
positioning with on-trend beauty categories.
Unilever created “Love Your Skin,” a platform
that leveraged the Dove, Vaseline and
Simple brands to link beauty and health and
encourage women to consider their skin as
part of their overall well-being. “Love Your Skin”
drives skin health education and helps build
a broader, more intentional skin care regimen
while leveraging each brand’s area of skin
expertise to create a more powerful, head-totoe skincare approach.
Statement of Effectiveness: The program
grew CVS’ share of the skin category to 5.7%,
outpacing the rest of the market at 2.5%.
2
Play with OREO
Mondelez International
Brand:
OREO
Lead Agency:
Geometry Global
Contributing Companies: HelloWorld, Inc.; Triad Retail Media; MOjO Marketing, Inc.
Award:
Gold, Multi-Retailer Program
OREO cookie sales were losing momentum after the brand’s
100th birthday celebration. In fact, the entire cookie category
was slowing down. With a program called “Play with OREO,”
shoppers got to do more than just twist, lick and dunk OREO
cookies. Custom retailer programs included exclusive recipes
that showed shoppers how much fun OREO cookies could be.
As a result, shoppers picked up more OREO cookies, used them
in creative ways, shared recipe ideas with their social networks
and lifted sales of the entire cookie category.
Statement of Effectiveness: Moms used OREO cookies in new
ways, growing sales by 24.6% and increasing buy rate by 12.9%.
4
FLONASE Allergy Relief Over-the-Counter Launch
GlaxoSmithKline
Brand:
FLONASE Allergy Relief
Lead Agency:
Epsilon
Contributing Companies: Geometry Global; Brand Union
Award:
Gold, New Product/Service Introduction
Launching prescription-strength FLONASE over the counter meant
introducing the brand into a category where people traditionally shop
on autopilot. In order to grab their attention, the biggest launch in GSK
history was created using an omnichannel approach to educate allergy
sufferers about the more complete allergy relief of FLONASE, and drew
their attention to the allergy aisle at top retailers nationwide. Within the
first six months of the launch, FLONASE exceeded its target brand share
and, in the process, grew the category for all of its retail partners.
Statement of Effectiveness: GSK introduced a new class of drug beyond
FLONASE’s target brand share, and grew the category.
5
Chosen by Kids
Walmart
Brand:
Walmart
Lead Agency:
Starcom MediaVest Group
Contributing Companies: Shopper Events; The Martin Agency; OneKreate; Quick Test
Award:
Gold, Seasonal/Event
Finding the perfect toy to put under the Christmas tree is tricky.
Will he play with it? What if she doesn’t like it? In 2014, Walmart
went directly to the source and let kids pick the top holiday toys.
“Chosen by Kids” leveraged ratings and reviews, demonstration
videos, mom bloggers, in-store demos and the only kid-curated
top toys list on the market to break through the holiday clutter and
help moms feel confident about their Christmas toy purchases.
Statement of Effectiveness: Walmart drove topline sales and a
year-over-year sales increase in toys.
6
CVS Love Your Skin
Unilever
Brands:
Dove, Vaseline, Simple
Lead Agency:
Contributing Companies: Shopper2Buyer; Lunchbox; Barrows
Award:
Gold, Shopper Experience
In 2014, CVS rebranded with a renewed focus on health but
needed a way to unite its health positioning with on-trend beauty
categories. Unilever created “Love Your Skin,” a platform that
leveraged the Dove, Vaseline and Simple brands to link beauty
and health and encourage women to consider their skin as
part of their overall well-being. “Love Your Skin” drives skin health
education and helps build a broader, more intentional skin care
regimen while leveraging each brand’s area of skin expertise to
create a more powerful, head-to-toe skincare approach.
Statement of Effectiveness: The program grew CVS’ share of the
skin category to 5.7%, outpacing the rest of the market at 2.5%.
7
“Love Your Feet:” Amopé Pedi Perfect™ Launch at Target
RB
Brand:
Amopé Pedi Perfect™
Lead Agency: IN Marketing Services
Award:
Gold, Single-Retailer Program - Mass Merchants
Launching a product into a lowengagement category is tough. But
when the product isn’t placed in
an intuitive location, the challenge
magnifies. So to launch Amopé Pedi
Perfect, the brand boldly broke out
of the foot care aisle. Engaging the
beauty-minded Target guest during
peak moments of self-indulgence
and tactically redirecting her to the
foot care aisle, the brand inspired
her to embrace Amopé, and her
feet, as part of her beauty routine.
The result? A U.S. foothold for Amopé
and a significant increase in foot
care category sales at Target.
Statement of Effectiveness: Sales
in stores averaged 7 units/per store/
per week for the first 10 weeks – 600%
over KPI.
8
Alcon’s Howard and the Amazing Eye Exam
Alcon
Brand:
Alcon
Lead Agency:
Contributing Company:
Leo Burnett/Arc
Award:
Silver, Single-Retailer Program - Mass Merchants
How do you make parents and retailers pay
attention to your eye care brands when they
are not part of the shopping list during backto-school season? You do it by creating an
activation born from an unacknowledged
insight that your eyes are the most important
learning tool; not your typical “school supplies.”
Alcon partnered with the nation’s biggest backto-school destination, Walmart, to help parents
set their kids up for success by supporting their
kids’ most powerful learning tool (their eyes).
This program featured a charming eBook, and
leveraged an experience-based, omnichannel
approach to reach parents and kids and bring
the importance of eye care into focus. To date,
this program has delivered a 262% increase in
sales vs. the previous year, has led to a +3.5%
increase in share, and more importantly shed
light on the importance of eye care in setting
kids up for academic success.
Statement of Effectiveness: The program
delivered a 262% incremental sales change/lift
vs. previous year, $2 million in incremental sales
in 8 weeks, and a 3.5% share increase.
9
Walgreens Healthy Home Solutions
Procter & Gamble
Brand:
Procter & Gamble
Lead Agency: Leo Burnett/Arc
Award:
Silver, Single-Retailer Program - Drugstores
The P&G shopper keeps her house
clean and her family healthy but
doesn’t buy her P&G home essentials
at Walgreens because she thinks the
selection is too limited. To boost P&G
sales and improve shopper perception,
the company created seasonally
inspired product collections to spotlight
Walgreens healthy home solutions.
P&G showcased its product collections
where she looks for home care
inspiration — on the home improvement
show “Home Made Simple.” In the end,
results really hit home. The company
increased P&G share and sales and
made Walgreens the shopper’s
destination for a healthy home.
Statement of Effectiveness: P&G
changed its target’s perception of
Walgreens as a household needs
retailer.
10
SOUR PATCH Watermelon SLURPEE Campaign
Mondelez International and 7-Eleven, Inc.
Brands:
SOUR PATCH KIDS & SLURPEE
Lead Agency:
Phoenix Creative Co.
Award:
Silver, Shopper Experience
Contributing Companies: T3; Ketchum; TPN; Camelot Strategic Marketing & Media
The SOUR PATCH KIDS brand was on a mission to become famous
amongst teens. The problem: 7-Eleven’s non-chocolate candy/gum
sales were underperforming the rest of c-store. To make SOUR PATCH
KIDS famous with teens, the brand needed to be associated with a
brand teens already love – like SLURPEE. To meet this challenge, the
brand first did a little sour/sweet snooping on social media. Guess
what? #Opportunity! The brand saw what they were doing, listened to
what they were saying and created what they wanted: a SOUR PATCH
Watermelon SLURPEE. Teens thirsting for an authentic experience slurped
it up and they kept coming back all summer long.
Statement of Effectiveness: The SOUR PATCH Watermelon SLURPEE
campaign grew candy/gum sales & boosted SLURPEE sales all summer.
11
Fight Hunger. Spark Change.
Walmart
Brand:
Walmart
Lead Agency:
Saatchi & Saatchi
Contributing Companies: The Mars Agency; Brand Networks;
Starcom Mediavest Group; Tiny Horse
Award:
Silver, Seasonal/Event
In 2015, Walmart launched its “Fight
Hunger. Spark Change.” initiative to
create a more customer-centric hunger
donation program. This new approach
created a genuine three-way partnership
between the retailer, its brand partners
and its customers to make a huge local
impact on the fight against hunger. This
highly collaborative, socially supported,
omnichannel initiative made it so easy for
Walmart’s Millennial target to participate
that it blew past its initial goals, securing
78.8 million meals and resulting in
Feeding America’s largest campaign to
date.
Statement of Effectiveness: The
campaign secured 10% more meals than
vs. its goal and was Feeding America’s
largest campaign to date.
12
Big Heart Pet Brands Seasonal Platform Activation
Big Heart Pet Brands
Brands:
Milk-Bone, Pup-Peroni, Milo’s Kitchen
Lead Agency: FCB/RED
Award:
Silver, Seasonal/Event
Big Heart Pet Brands understood that pet parents see their pets as part of the
family – and wanted to make sure our portfolio of treats was a part of that
relationship, too. The company investigated family treating occasions and
discovered a massive disconnect at cultural holidays. Families were treating
themselves and including pets in the celebration via gifts and toys – but
weren’t giving them special treats. This $350 million opportunity led to an
insight about pet gift-giving behavior that inspired Big Heart Pet to champion
the cause of pets receiving the gifts they really want at the holidays – treats.
Statement of Effectiveness: Big Heart Pet Brands changed shopper behavior
by inspiring pet parents to gift with treats during the holidays.
13
Unilever Dry Spray Antiperspirant Launch
Unilever
Brands:
Dove, Dove Men+Care, Degree, Axe
Lead Agency:
Contributing Company:
Lunchbox
Award:
Silver, New Product/Service Introduction
If you’re the global deodorant category leader, how do you bring life to a
forgettable, highly habitual category in the U.S.? You launch a new product
format to shake it up. Unilever launched new Dry Spray antiperspirants from
trusted brands (Dove, Dove Men+Care, Degree, Axe) and got shoppers
to “Try Dry!” Through huge-trial driving efforts, Dry Sprays contributed 93%
of category growth and brought shoppers new benefits they didn’t know
they could expect from their deodorant. Shoppers made the switch and
embraced a new way to stay dry!
Statement of Effectiveness: During the launch period, Dry Sprays grew the
category, contributing 93% of total category growth.
14
Chosen by Kids
Walmart
Brand:
Walmart
Lead Agency:
Contributing Companies: Shopper Events; The Martin Agency; OneKreate; Quick Test
Award:
Silver, Multi-Brand/Manufacturer Shopper Solution
Finding the perfect toy to put under the Christmas tree is tricky.
Will he play with it? What if she doesn’t like it? In 2014, Walmart
went directly to the source and let kids pick the top holiday toys.
“Chosen by Kids” leveraged ratings and reviews, demonstration
videos, mom bloggers, in-store demos and the only kid-curated
top toys list on the market to break through the holiday clutter and
help moms feel confident about their Christmas toy purchases.
Statement of Effectiveness: Walmart drove topline sales and a
year-over-year sales increase in toys.
15
Go Commando
Kimberly-Clark Corp.
Brand:
Cottonelle
Lead Agency:
Geometry Global
Contributing Companies: VML; Ketchum; Mindshare; Trisect
Award:
Bronze, Awareness & Trial
How does the #5 toilet paper brand come from behind to claim the
category’s raison d’être: getting you clean? The Cottonelle brand’s
unique texture “removes more,” but shoppers thought their current
toilet paper got them clean enough – and didn’t want to hear
otherwise. So Cottonelle challenged people’s confidence in clean
by asking, “Are you clean enough to go commando?” By changing
how shoppers choose their toilet paper, Cottonelle surpassed its
full-year brand equity goal in six months, boosted share by 7.3%,
and leapfrogged a competitor to become the #4 brand.
Statement of Effectiveness: Cottonelle leapfrogged a competitor
in share by challenging shoppers to “go commando.”
16
UnderJams at Walmart Overcomes Bedwetting
Procter & Gamble
Brand:
Pampers UnderJams
Lead Agency: Saatchi & Saatchi X
Award:
Bronze, Awareness & Trial
When a child struggles with bedwetting, it impacts more than just the
child as Mom feels she has failed as a mother. Mothers of children who
struggle with bedwetting need advice on what to do and a better way
of communicating with her child about this sensitive topic. Pampers
UnderJams offered expert counsel and a unique solution to reach her
child. Moms responded by finding UnderJams at Walmart, leading to
business growth.
Statement of Effectiveness: The UnderJams activation delivered 25%
growth at Walmart and improved 4.1 share points.
17
Olay Shelf Reinvention at Walmart
Procter & Gamble
Brand:
Olay
Lead Agency: Saatchi & Saatchi X
Award:
Bronze, Category/Aisle Reinvention
With impressive prestige growth and lackluster Olay business results
at Walmart, P&G set out to ignite the Olay business at Walmart, which
meant focusing on the core: the shelf. Shoppers were overwhelmed and
frustrated in the Walmart skin care aisle, so P&G executed a simplified
shopping experience and gave her the inspiration and confidence she
needed to close in-aisle. Ultimately, Olay exceeded program objectives
by driving new, top sellers and regimen at the shelf.
Statement of Effectiveness: P&G grew skin care category sales and
Olay sales in test stores at Walmart.
18
Publix the Best Meals Happen At Home
Unilever
Brands:
Multiple including Hellmann’s, Green Giant, Campbell’s and Hunt’s
Lead Agency:
Contributing Companies: Lunchbox; Weber Shandwick
Award:
Bronze, Multi-Brand/Manufacturer Shopper Solution
Mom was in a rut, balancing work
and home, relying too much on the
convenience of fast food. She simply
wanted to make meals her family
would love. Enter “Best Meals Happen
at Home” for Publix – a program that
gave her easy recipes, offers and
inspiration at multiple touch points,
including Facebook, where recipe
how-to videos were played over
21,600 times. Plus, over 92 percent
used coupons regularly and 65
percent utilized recipes as inspiration.
It was clear, Moms embraced Best
Meals Happen at Home and family
mealtime was alive.
Statement of Effectiveness: The
program drove shoppers to center
store leading to an increase in retail
category share vs. competitors.
19
Real Women of Depend®
Kimberly-Clark Corp.
Brand:
Depend
Lead Agency:
Geometry Global
Contributing Companies: Organic, Inc.; Marina Maher Communications LLC; Mindshare
Award:
Bronze, Single-Retailer Program - Mass Merchants
With the launch of DEPEND Silhouette Active Fit Underwear, KimberlyClark’s most premium female product to date, the company was charged
by Walmart to grow the total category and bring in new users in an
increasingly crowded aisle. Success meant convincing bladder-leakage
pad shoppers, who refused to shop for “old-people diapers,” that DEPEND
was actually designed for active women just like them. Through a uniquely
relatable customized program, the company was able to change shopper
perceptions, and their behavior, resulting in significant incremental sales
gains for DEPEND and for Walmart.
Statement of Effectiveness: The launch brought reluctant new users into
the category and defended the brand’s leadership position with Walmart.
20
Fight Hunger. Spark Change.
Walmart
Brand:
Walmart
Lead Agency:
Saatchi & Saatchi
Contributing Companies: The Mars Agency; Brand Networks;
Starcom Mediavest Group; Tiny Horse
Award:
Bronze, Single-Retailer Program - Mass Merchants
In 2015, Walmart launched its “Fight Hunger. Spark Change.” initiative
to create a more customer-centric hunger donation program. This new
approach created a genuine three-way partnership between the retailer,
its brand partners and its customers to make a huge local impact on
the fight against hunger. This highly collaborative, socially supported,
omnichannel initiative made it so easy for Walmart’s Millennial target to
participate that it blew past its initial goals, securing 78.8 million meals
and resulting in Feeding America’s largest campaign to date.
Statement of Effectiveness: The campaign secured 10% more meals
than vs. its goal and was Feeding America’s largest campaign to date.
21
Dollar General Frozen Merchandising Campaign
Nestlé USA
Brands:
Nestlé Frozen Scale: DiGiorno, Tombstone, Stouffer’s,
Hot Pockets, Nestlé Ice Cream
Lead Agency: Geometry Global
Award:
Bronze, Single-Retailer Program - Other
Frozen food sales at Dollar General weren’t
just cold, they were freezing. Shoppers ran in
when they ran out of things like paper towels,
toilet paper and dish soap. But frozen pizza
and ice cream? Not so much. That’s when
Nestlé stepped in, getting shoppers to see the
retailer as more than just a place for paper
plates, but also for what goes on them. Sales
grew, freezers emptied and dinnertime got a
whole lot easier for a whole lot of people.
Statement of Effectiveness: Nestlé increased
trip frequency and sales in 100 test stores,
which led to a full rollout.
22
Congratulations to the 2016
Shopper Marketing Effie Award Winners
Celebrate your success: you’ve earned it.
Shopper Marketing Effie Jury
Final Round
Keith Albright
Global Shopper Leader
3M
Charlie Anderson
CEO
Shoptology
Wendy Jean Bennett
Director, Channel &
Customer Marketing
Tyson Foods
Tom Dolan
SVP, Enterprise Solutions
MaxPoint
Patrick Fitzmaurice
Managing Director,
Professional Development
Chad Grenier
EVP, Retail Marketing
Services
Hunter Straker
Jacques Hagopian
Brand Director
Procter & Gamble
Amy Hahn
SVP, Marketing
Ahold USA
Carl Hartman
CEO, North America
Geometry Global
Sharon Love
CEO
TPN
Jessica Hendrix
President, USA
Saatchi & Saatchi X
Michael Lovegrove
President & CCO
TracyLocke
Peter Hoyt
Tina Manikas
President
FCB/RED
Joe Lampertius
CEO, Global Shopper
Marketing
Grey
Liz Mayer
Senior Manager,
Shopper Marketing
J.M. Smucker Company
Justine Greenwald
Executive Creative Director
Geometry Global
Michael Lewis
Director, Shopper
Foresights
PepsiCo
Liz Metz
Senior Director,
Shopper Engagement
Kimberly-Clark
John Mount
VP, Retail Channel
Strategy & Marketing
Coca-Cola
Andy Murray
SVP, Creative
Walmart
Mike Paley
EVP, Shopper Marketing
The Marketing Arm
Karuna Rawal
EVP, Business Director
Leo Burnett/ARC
Rob Rivenburgh
CEO, North America
The Mars Agency
Barry Roberts
Director, Retail Shopper
Solutions
Colgate-Palmolive
Bill Schober
Managing Director &
Editorial Director
Round One
Steve Abdo
SVP
Catapult
Mauriahh Beezley
Associate Creative Director
Saatchi & Saatchi X
Paige Berrigan
Professional Development
Suzanna Bierwirth
SVP, Group Creative
Director
FCB Chicago
Kelly Boatright
Director, Shopper
Marketing
Coca-Cola
Tom Boccuzzi
SVP, Account
Management
Geometry Global
Peter Breen
Managing Director,
Special Content
Jeremy Brown
Director, Shopper
Marketing
Alcon
Shaun Brown
SVP, CPG & Digital
Shopper Lead
Momentum Worldwide
Jackie Burks
Principal
Pivot Point Marketing
Kristen Buss
VP, Strategy
Hunter Straker
Summer Butler
Director, Shopper
Marketing Integration
Coca-Cola
Heather Campain
Director, Category Insights
& Shopper Marketing
Johnson & Johnson
April Carlisle
SVP, Global Shopper
Marketing
Arc Worldwide
24
Jackie Clifton
Director, PepsiCo Shopper
Marketing, Walmart
Customer Team
PepsiCo
Timothy Cory
Associate Creative Director
SapientNitro
Aimee Coulter
Senior Account Director
Mortenson Safar Kim
Liz Crawford
SVP, Strategy & Insights
Match Marketing Group
Dino de Leon
SVP, Head of Creative
Shoptology
Leslie Donovan
IN Marketing Services
Jillian Dugger
Senior Manager, Shopper
Marketing
GlaxoSmithKline
Chris Emery
SVP, Group Account
Director
Arc Worldwide
Patrick Hare
Director, Member
Development
Elizabeth Harris
EVP, Strategy Director
Arc Worldwide
Tekisha Harvey
Director, Shopper Marketing
ConAgra Foods
Sue Hayes
Director, Shopper &
Customer Engagement
Bayer Consumer
Healthcare
Jessica Hendrix
President
Saatchi & Saatchi X
Terese Herbig
Managing Director,
Member Development
Hayes Hereau
Director, Strategic Planning
The Mars Agency
Lisa Fasana
VP, Account Management
Marketing Werks
Peter Hoyt
Ken Featherston
EVP, Planning & Strategy
Geometry Global
Christine Jacobson
Senior Shopper Strategist
Grey
Rita Finley
Director, Category &
Shopper Insights
World Kitchen LLC
Sherry Kerrigan
Shopper Marketing
Manager, Target/Strategic
Grocery
RB
James Fraser
General Manager
Hunter Straker
Gary Friedlander
Partner
Collaborative Marketing
Group Inc.
Matthew Gidley
Managing Director,
Chicago
Momentum Worldwide
Ally Gill
VP, Shopper Marketing
TPN
Matt Knust
VP, Shopper Marketing
MaxPoint
Nick Kraska
Director, Digital Products
FCB/RED
Joe Lagattuta
Lunchbox
Leslie Lee
Director, Shopper Marketing
Corporate Platforms
ConAgra Foods
Patrycja Malinowska
Associate Director of
Content
Steve McGowan
Director, Shopper
Marketing
Kelly McKeever Jones
Senior Director, Shopper
Marketing
ConAgra Foods
Joy Mead
Associate Director,
Grocery Channel
Procter & Gamble
Holly Meloy
SVP, Managing Director
Marketing Werks
Shawn Millerick
Head of Marketing, U.S. OTC
Alcon
Tim Moore
SVP, Group Creative
Director
Ryan Partnership
Pam Morrisroe
Managing Director
Geometry Global
Laura Moser
SVP, Shopper Marketing
Practice Lead, North
America
Momentum Worldwide
Brendan Nash
SVP, Creative Director
Arc Worldwide
Jennifer Olliges
VP, Director, Consumer
Shopper Integration
Momentum Worldwide
Christy O’Pella
SVP, Senior MD, Client
Development
TPN
Mike Paley
The Marketing Arm
Brad Panarese
Marketing Manager
Saputo
Holly Pavlika
SVP, Marketing & Content
Collective Bias
Garrett Plepel
President
Collaborative Marketing
Group Inc.
Cheryl Policastro
Director, Shopper
Marketing
Reckitt Benckiser
Julie Quick
Head of Insights & Strategy
Shoptology
Bryant Ross
SVP
Geometry Global
ulie Rothweiler
VP, Account Director
Arc Worldwide
Neal Ryan
Director, Shopper
Marketing
Albertsons
Shelly Sawyer
VP, Multicultural
Geometry Global
Katie Schiavone
Director, Strategic
Initiatives, PepsiCo North
America Nutrition Sales
PepsiCo
Heidi Schoeneck
Geometry Global
Jeff Skolnik
EVP, General Manager
Blue Chip Marketing
Worldwide
Amie Stanley
Co-Principal
Pivot Point Marketing
Heather Storms
Director, Shopper
Marketing
Pfizer Consumer
Healthcare
Dana Stotts
SVP, Group Management
Director
FCB/RED
Pat Taflinger
VP, Media
Blue Chip Marketing
Worldwide
Van Taylor
Director, Cross Brand/
Portfolio Marketing &
Shopper Marketing
The Scotts Miracle Gro
Company
Leigh Temple
Account Director
Grey
Matthew Tilley
Senior Director, Shopper
Marketing & Enterprise
Marketing
MaxPoint
Michael Tilley
Associate Director,
Shopper Marketing &
Strategic Partnerships
Leslee Urhahn
SVP, Shopper Marketing
IN Marketing Services
Peter Viento
Executive Creative Director,
Shopper Marketing
Grey
Edward Wallon
Executive Director,
Commercial Strategy
Colangelo
Allison Welker
EVP, Client Services
IN Marketing Services /
Edge Marketing Services
Phil White
SVP, Strategic Planning
Geometry Global
Kim Yansen
Director, Field Shopper
Marketing
RAISE YOUR GLASSES
to the Effie Award Winners
As a proud sponsor of the Effie Awards judging rounds, MaxPoint congratulates the teams behind
this year’s most powerful shopper marketing campaigns as well as the hall of fame inductees for
their lifetime achievements. We’re excited to celebrate excellence in shopper marketing tonight
and look forward to further excellence in the years to come.
© 2016 MaxPoint Interactive, Inc.
maxpoint.com
148 Madison Avenue, 4th Floor, New York, NY 10016
(212) 913-9772 | www.effie.org
8550 W. Bryn Mawr Ave., Ste. 200, Chicago, IL 60631
(773) 992-4450 | www.p2pi.org

the winners - Path to Purchase Institute

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