Shopper Marketing - January 2018 - 60

60 WOMEN OF EXCELLENCE

SHOPPER MARKETING JANUARY 2018

Tina Manikas, President, FCB/RED

T

ina Manikas has focused on understanding the shopper for
more than 30 years. Consistently making her mark on the
retail and activation industry through her work at Lee Hill,
Marketing Corporation of America and Draft Worldwide (now
FCB), she launched one of the first official shopper marketing
practices in 2000. In early 2014, she was named president of FCB/RED.
She is a thought leader and believes that one can never assume that
what it took to get to where you are today, even what you're doing as an
agency, is what you need to do going forward tomorrow. Manikas is one
of three Women of Excellence honorees in the "Leadership" category.

You've placed great importance on the shopper as your key
audience throughout your career. Why?
MANIKAS: Focusing on the shopper has been critical and a key filter
for us in terms of building what we do today and what we know. We look
at the consumer when consuming and the consumer as a shopper as
two very strategic strongholds - one is not subservient to the other.
Having that filter makes us relentless and takes a lot of the subjectivity out of what we're trying to sell and what we think a particular brand
needs. It starts from "shopper in" versus "brand out" - that's the trick
to success.

What are your current responsibilities?
MANIKAS: I run the shopper marketing division where we do a lot of
activation work as well. I also acquired Chute Gerdeman at the end of
August because it has an interesting range of not just creating really
cool, flagship environments, but also the wherewithal to create very
smart solutions. Chute Gerdeman's range is pretty diverse, and we
saw it adding depth to our business.

How so?
MANIKAS: A consumer can become a shopper at any moment, and if
you're a shopper marketing expert or agency, you need to have the capability as well as the craftsmanship to master that. There's a lot of re-

invention going on, and it's merging the digital with the physical. That's
where I think FCB/RED with Chute Gerdeman can make a difference.

Are you a natural born leader?
MANIKAS: A leader is only a leader if she has followers. You have to
earn that trust, respect and buy-in to your beliefs. I work at it and I do
get a thrill to lead something fantastic, but mostly because I get to
work with pretty amazing people.

How has FCB/RED's work driven the
industry forward, and how will you
continue to do that?
MANIKAS: I believe it's very important to
have a distinct point of view as an agency.
We're a shopper-first brand agency because we don't just want to be a top shopper agency; we want to be a partner with
all the branding capability inside to be able
to reach and do great work at every touchpoint.

What's coming next?
MANIKAS: We're investing heavily in areas
like AI, and all the different types of commerce. We want to be able to help brands
with e-commerce, conversational and social as well as physical commerce. If new
technology will help shoppers at the end
of the day, they're going to be willing to give it a try. But if you're doing
something just for marketing's sake or the brand's sake and it's difficult, forget it. I've been a part of a few key programs in recent years
that changed the status quo of what a shopper marketing program
would be or could do. Those are the ones that make a difference.
- Erika Flynn

Stacey Rubin, Senior Vice President, Account/Strategy, Catapult Marketing

J

ust like the path to purchase today, Stacey Rubin's career
path has been anything but linear. She began in media before moving into agency account management, working on
a variety of blue-chip CPG brands. Moving to the client side
to manage a loyalty program for a major restaurant group,
she eventually was lured back into the advertising world. But when the
digital revolution took hold, she transitioned from CPG to the world of
e-commerce, which led to many stints in integrated marketing. After
catching the "new business bug" for several years and one more stint
on the client side, she found her way to shopper marketing at Catapult,
where she's been since 2011. Rubin is one of three Women of Excellence honorees in the "Leadership" category.

You're not just a shopper marketing expert, but a "throughthe-line" integrated marketer. How so?
RUBIN: I like to think of myself as someone who can solve a marketing
challenge, no matter what it may be, with a through-the-line solution.
As the role of the store continues to evolve, we must be branding experts as well as experts at driving action, engagement and conversion.
I've learned how to move fluidly across disciplines, above and below the
line to help shoppers move along the ever-evolving path to purchase.

What are your current responsibilities?
RUBIN: I've worn multiple hats at Catapult Chicago, from serving as a
senior account lead and strategy lead to a new business lead. My primary responsibility now is to lead the shopper marketing business and
strategy for the Whirlpool/KitchenAid account.

What kind of leader are you?
RUBIN: I have an innate desire and natural tendency to lead, but I also
believe one can lead from all positions in the field. I don't always have
to be the conductor to bring value to a team or organization and make
an impact as a leader. Leadership is a journey and all my experiences,
from my successes to my setbacks, have helped shape me. One of my

defining characteristics as a leader is having the courage of my convictions - standing up for what I believe in, even if it's not the popular
point of view in the room - while also having the openness to see another way in.

How important is it for you to be a strong mentor to others
in their development of shopper marketing skills?
RUBIN: Being a strong mentor is mission
critical. A great team is only as strong as
its weakest link. While I very much enjoy
mentoring the people on my team, I also
enjoy mentoring our clients in the area of
shopper marketing and finding the time
to get to campuses to help educate marketing students and provide a peek into
the real world of shopper marketing.

What excites you most about
where shopper marketing is
heading?
RUBIN: We're truly in the midst of a retail
reinvention. The store is no longer just a
place to buy, but a place where shoppers
go to experience the brand in ways they
can't elsewhere. If we don't give traditional retailers a reason to remain relevant for digitally savvy shoppers, they'll
no longer need to visit physical stores. The IoT is causing significant
disruption in the marketplace, redefining what a product is, redefining
century-old business models, breathing new life into many brick-andmortar retailers and continuing the dramatic evolution of the path to
purchase.
- Erika Flynn



Table of Contents for the Digital Edition of Shopper Marketing - January 2018

Contents
Shopper Marketing - January 2018 - 1
Shopper Marketing - January 2018 - 2
Shopper Marketing - January 2018 - Contents
Shopper Marketing - January 2018 - 4
Shopper Marketing - January 2018 - 5
Shopper Marketing - January 2018 - 6
Shopper Marketing - January 2018 - 7
Shopper Marketing - January 2018 - 8
Shopper Marketing - January 2018 - 9
Shopper Marketing - January 2018 - 10
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