Shopper Marketing - August 2018 - 3

EDITORIAL DIRECTOR Bill Schober
(773) 992-4430, bschober@ensembleiq.com
EXECUTIVE EDITOR Tim Binder
(773) 992-4437, tbinder@ensembleiq.com
MANAGING EDITOR Charlie Menchaca
(773) 992-4432, cmenchaca@ensembleiq.com
DIRECTOR - PRODUCTION Ed Ward
(773) 992-4418, eward@ensembleiq.com
ART DIRECTOR/PRODUCTION MANAGER Sonja Lundquist
(773) 992-4419, slundquist@ensembleiq.com

CONTRIBUTING EDITORS
Peter Breen, Patrycja Malinowska, Samantha Nelson,
Cyndi Loza, Jacqueline Barba

CONTRIBUTING WRITERS
Michael Applebaum, Anne Downes, Ed Finkel, Erika Flynn, Chris Gelbach,
Dawn Klingensmith, Neal Lorenzi, April Miller, Dan Ochwat

SALES
Rich Zelvin, Associate Publisher
(773) 992-4425, rzelvin@ensembleiq.com
(Serving the Eastern United States, Canada, International)
Craig Hitchcock, Associate Publisher
(773) 992-4422, chitchcock@ensembleiq.com
(Serving the Western United States)

Editorial and Executive Offices
8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731
Phone: (773) 992-4450 Fax: (773) 992-4455

PATH TO PURCHASE INSTITUTE
MEMBER DEVELOPMENT & SERVICES
Managing Director - Community Development
Steve Frenda, (773) 992-4461
Managing Director - Strategy, Member Development
Joan Driggs, (224) 632-8211
Director - Member Development
Patrick Hare, (773) 992-4465
Manager - Member Services Stacy Stiglic, (773) 992-4414

P2PI.ORG
Managing Director - Content & Editorial
Bill Schober, (773) 992-4430
Associate Director - Content
Patrycja Malinowska, (773) 992-4435
Senior Editor - Content Samantha Nelson, (773) 992-4436
Associate Editor - Content Cyndi Loza, (773) 992-4439
Associate Editor - Content Jacqueline Barba (224) 632-8214

EVENTS & EDUCATION
Vice President - Events Michael Cronin, (647) 557-5094, X1001
Director - Events Peggy Milbrandt, (773) 992-4412
Meeting & Events Associate Kelly Doering (773) 992-4408
Director - Education & Faculty Administration
Ronit Lawlor, (773) 992-4415

MARKETING
Manager - Marketing & Events
Stacey Bobby, (773) 992-4423
Manager - Marketing & Events
Courtney Hofbauer, (224) 632-8215
Art Director Stephanie Beling, (773) 992-4442

CONTENTS
4 Editorial:

Peter Breen

6 Solution Provider
News

6 A Wonderful Effort
Wonderful Halos has expanded
its marketing campaign, targeting
adults as well as children with TV,
print, digital and in-store tactics.

8 'Incredibles'
Activity

Saputo's Frigo Cheese Heads
leverages Disney Pixar's
"Incredibles 2" before the film's
release and during the back-toschool season.

Wonderful Halos, Page 6

8 TransparencyIQ
Growth requires knowing what resonates
with shoppers, says Nielsen executive
Sarah Schmansky during a presentation at
P2PI's TransparencyIQ event.

SPECIAL REPORTS

10 Who's Who in Shopper
Marketing

Our 10th annual report shines the spotlight on more
than 300 shopper marketing professionals, with
expanded profiles of individuals from Kellogg, Philips,
Pernod Ricard, Clif Bar and Danone North America.

44 So-Lo-Mo Central
A roundup of social, local and mobile
marketing activity at retail from:
* Kraft Heinz
* Fandango and Instagram
* Sprint
* Nestle Waters
* Uber
* Tobii Technology
* Coca-Cola and Walmart
* Target and Perfect Corp.
* Walmart
* Propel Inc. and Quotient
Technology

34 10th-Year Flashback
In celebration of our 10th annual Who's Who in
Shopper Marketing report, we tracked down five of the
professionals who were profiled in our inaugural report
in 2009 to see where they are now and how they think
the discipline and industry have changed.

38 Mastering

48 Activation Gallery:

Summer Promotion
Review

P2PI's Steve Frenda, a passionate retail watcher
for more than four decades, gives us a look at
Best Buy in Schaumburg, Illinois.

Director of Audience Engagement Gail Reboletti
Audience Engagement Manager Shelly Patton

53 Personnel Appointments
54 Institute Strategist

PROJECT MANAGEMENT/PRODUCTION/ART
VP, Production
Kathryn Homenick, khomenick@ensembleiq.com
Creative Director Colette Magliaro, cmagliaro@ensembleiq.com
Custom Project Manager Kathy Colwell, kcolwell@ensembleiq.com
Custom Project Manager Judi Lam, jlam@ensembleiq.com

ENSEMBLEIQ
CORPORATE OFFICERS

Chief Operating Officer & Chief Financial Officer
Richard Rivera
Chief Brand Officer Korry Stagnito
President, Enterprise Solutions Terese Herbig
Chief Digital Officer Joel Hughes
Chief Human Resources Officer Jennifer Turner
Senior Vice President, Innovation Tanner Van Dusen

This special report in collaboration with Epsilon Catapult
examines how marketers must deepen their knowledge
of the industry's growing digital ad tools and cultivate
new approaches and partnerships.

52 Shopping With Steve

AUDIENCE ENGAGEMENT

Executive Chairman Alan Glass
Chief Executive Officer David Shanker

Retailer Ad Platforms

Frigo Cheese Heads, Page 8

Shopper Marketing (ISSN 1040-8169) is published
monthly by EnsembleIQ, 8550 W. Bryn Mawr Ave.,
Suite 200, Chicago, IL 60631-3731. Periodicals
Postage Paid at Chicago, IL, and at additional
mailing offices.
POSTMASTER: Send address changes to Shopper
Marketing, Computer Fulfillment, PO Box 261,
Lowell, MA 01853. Entire contents copyright ©
2018 by the Path to Purchase Institute. Canada Post
International Publications Mail Product (Canadian
Distribution) Sales Agreement No. 40025274.
Return undeliverable Canadian addresses to:

Summer blockbuster "Jurassic World: Fallen
Kingdom" and its CPG partners steal the spotlight
with promotions at Walmart, Target, Amazon and
multiple grocers.

Station A, P.O. Box 54, Windsor, ON N9A 6J5 or
Email: cpcreturns@wdsmail.com
CHANGE OF ADDRESS and other circulation
correspondence should be mailed to: Shopper
Marketing, Computer Fulfillment, PO Box 261,
Lowell, MA 01853, or email ensembleiq@e-circ.net
for customer service. (Include your address label
with all correspondence.)
WHERE TO WRITE: Please direct all letters
to the editor and other business/advertising
correspondence to: Shopper Marketing, 8550 W.
Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731.

REPRINTS, PERMISSIONS AND LICENSING:
Contact Wright's Media at ensembleiq@
wrightsmedia.com or (877) 652-5295.
NOTICE: The Path to Purchase Institute
occasionally uses the logos of various companies
in its marketing materials. These include
promotional brochures for events such as the Path
to Purchase Expo, the Shopper Marketing Summit,
the Design of the Times Awards and others. The
use of these logos does not imply sponsorship
or endorsement by the companies identified by
those logos, unless specifically noted as such.


http://www.P2PI.ORG

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

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