Shopper Marketing - January 2018 - 69

69

JANUARY 2018 SHOPPER MARKETING

RICCI AT RETAIL

Back to School Displays

Joe Ricci is an industry expert in
P-O-P merchandising. He is the
founder of Beacon Concepts Inc.,
Surprise, Arizona. Please offer your
comments to him at jericci@cox.net.

Students of merchandising can learn from these 2017 executions

Sharpie/Paper Mate

School starts early in the U.S. Southwest,
but the displays generally stay up well
into the school year. Therefore, they
need to be both sturdy and easily refillable. This endcap corrugated display
from Newell Brands provides both of
those requirements, plus it's cost effective for the brands and easily adaptable
to accommodate different products in
various positions. This is basic,
well-designed merchandisSturdy and
ing that works in a variety of
adaptable.
retail environments.

Arctic Zone

Too simple.

I love these products from
California Innovations as well
as the "total lunch solution" concept. While the display (a basic corrugated
pallet unit) does a good job protecting and
somewhat displaying the products, there is
something basic that bothers me. The side
panels scream out for a color rendition of the
products. Beyond that, how about a twosided, four-color header to grab attention
and make the products visible and attractive? This is a perfect example of needing to
sell the sizzle along with the steak.

Frito-Lay

PERSONNEL APPOINTMENTS
BRAND MARKETERS

SOLUTION PROVIDERS

Coca-Cola Co. veteran Glen Walter was named
executive vice president and president,
North America. In this role, he is responsible
for leading the company's U.S. and Canada
businesses. He succeeds Tim Cofer, who took
the role on an interim basis and has returned
to his previous role as chief growth officer.

Florian Baur was promoted to Emnos CEO.
Florian will head the business operations
of the company worldwide, with a primary
focus on strategic business planning and
development, new partnerships, and steering
the organization from consultant-driven
toward a product and solution-centric
approach. The company also named former
Symphony EYC senior vice president of
business development Brian Murphy to lead
its global initiatives to build new business
segments.

Mondelez International, Deerfield, Illinois

RETAILERS

PetSmart, Phoenix

Joshua Kanter, former Viking Cruises senior vice
president of marketing strategy, was named
PetSmart executive vice president of marketing
and customer experience. Kanter will oversee all
aspects of PetSmart's brand marketing, digital,
media and creative to integrate the customer
experience across 1,600 stores and online. 

Supervalu, Eden Prairie, Minnesota

Anne Dament, senior vice president of retail,
merchandising and marketing, was promoted
to executive vice president, retail, marketing
and private brands. Dament helped to launch
more than 350 new private label items this
year and the retailer's Quick and Easy meal
solution program. She previously was Target's
senior vice president of merchandising.

Lacks brand

identity.
What would the back-to-school season
be at retail without a school bus display?
This huge version from PepsiCo/Frito-Lay
is loaded with multi-packs of lunch-box sized snacks
such as Doritos and Cheetos. The corrugated unit is
solid and nicely decorated, but the height is a little
concerning. And try as I might, I could not find any
brand identity other than the product packages
themselves. Assuming the route men keep reloading
this unit, the manufacturer won't have a problem
with other brands borrowing some of the space.

Emnos, Chicago

Frank Mayer, Grafton, Wisconsin

Chelsea Fisher and Scott Wigton were named
account executives at Frank Mayer's West
Coast office. They each have more than a
decade of experience in retail and P-O-P.

News America Marketing, New York

Zack Storer, former head of digital
technologies at Kroger, will fill the newly
created role of chief growth officer and
executive vice president of digital, data and
emerging technologies at News America
Marketing. The company also selected Tracey
Koller as its chief retail and merchandising
officer.

ODG, Dubai, United Arab Emirates

Robin Rossi was named ODG
senior interior designer. He will be
responsible for bringing innovation,
creativity and value creation to
diverse projects implemented by
the agency within the Middle East
and the rest of the world. Rossi has
nearly a decade of international
experience in interior design, having
worked in lead designer roles in his
native South Africa.

Baur

Burdine

Dament

Hilgers

Rossi

Shamberg

POP, Seattle

Agency veteran RJ Hilgers succeeded
POP founder Bill Predmore as CEO.
Hilgers joined POP from SapientNitro,
where he held roles as the head of
business development for North
America, managing director, and
head of the global client services discipline.

Publicis, New York

Former TPN managing director, shopper
marketing, Nancy Shamberg was named
Publicis New York senior vice president, group
commerce director. She reports directly to
Publicis New York CEO Carla Serrano and
executive vice president, managing director
Adam Hunt.

PureRed-Ferrara, Atlanta

Senior vice president Butler Burdine was
promoted to managing director of client

service, retail. He will continue to oversee key
retail clients Lowe's and Rite Aid, B2B client
Manhattan Supply Co. and Asheville Savings
Bank. Burdine also will manage general
operations of the full-service Charlotte, North
Carolina, office.

Please send information regarding
personnel appointments to managing editor
Charlie Menchaca at cmenchaca@p2pi.org



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
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