Shopper Marketing - August 2018 - 4

4

SHOPPER MARKETING AUGUST 2018

EDITORIAL

Innovation Doesn't Come in Increments

H

ow do you succeed in a marketplace
where the rules of engagement - increasingly empowered consumers,
an evolving retailer landscape and a new
batch of more-nimble competitors - keep
changing dramatically?
At the risk of sounding trite, I think
"innovation" is the clear answer. Or maybe more accurately (and less tritely), it's
the ability to innovate that will be the key
to success in an increasingly volatile industry. What's needed isn't innovation in
any specific area of the business, or even
innovation in every aspect of the existing
organization. Rather, it's a culture of innovation that will let a company reinvent
itself whenever it becomes necessary -
like it already has in at least a few ways.
But it has to be real innovation, not
the cookie-cutter version of "incremental
thinking" that far too often has led companies to "innovate" on new flavors of the
core product or more cost-efficient methods of selling through traditional retail
channels. The consumer goods industry
has been great at that over the last 50
years, building ever more efficient, profitable go-to-market systems and processes.
"We iterate instead of innovate," said
Duncan Wardle, former vice president
of innovation and creativity at The Walt
Disney Co. and now creativity catalyst
at id8&innov8, while speaking at CGT's

Consumer Goods Sales & Marketing Summit in June. (Path to
Purchase Expo attendees will remember Wardle from an inspiring session in 2017.)
Wardle didn't advise consumer goods executives to transform
their marketing strategies or rebuild their supply chain, but instead to overhaul the way they
ideate to break out of the "rivers
of thinking" that can often hinder, or completely block, real innovation.
(By the end of his two sessions, Wardle
had attendees brainstorming such uniterative new product ideas as Dom Perignon-flavored chocolate underwear.)
"You have to accept some aspects of inefficiency to stay true to your brand," said
CGSM speaker Zahir Dossa, founder and
chief executive officer of nascent health &
beauty manufacturer Function of Beauty,
which makes a completely different product for every single customer and then ships
it in a bottle embossed with her name.
Dossa was responding to a question
from a more traditional consumer goods
executive in the audience, who asked if
he'd considered preparing some product
in mass quantities - or at least pre-labeling bottles with common names - in order to gain scale and efficiency. Those two
standard measures of operational success

The League of Leaders is an exclusive
organization of industry thought-leaders
dedicated to advancing the understanding of
all marketing efforts that culminate at retail.
BIGELOW TEA CO.
* Christopher Costello, VP,
Sales & Marketing
* Frank Coughlin, Director,
ABBOTT LABORATORIES Retail Sales
* Missy Hackett,
* Steven Higgins, Senior
Shopper Marketing
Director,
Sales Development &
BROWN-FORMAN CORP.
Shopper Marketing
* Mary Beth O'Mara,
* Adrianne Lambert,
Channel Portfolio Manager
Senior Manager,
* Julie Lynn York, Group
Shopper Marketing
Manager, Portfolio &
Partnership Marketing
AHALOGY
* Kristin Dehmer, VP,
CAMPBELL SOUP/
New Product
PEPPERIDGE FARM
* Bob Gilbreath,
* Diana Haussling,
CEO & Co-Founder
Senior Director, Shopper
Engagement & Activation
AKI TECHNOLOGIES
* Megan Hennigan, Team
* Matt Knust, VP, Sales
Leader, Shopper Marketing
* Scott Swanson, CEO
* Jon Troy, Director, Category
ALBERTSONS COS.
Strategy & Retailer Insights
* Karl Meinhardt, VP, Social
CATALINA
& Digital Marketing
* Marta Cyhan,
* Karen Sales, VP,
Head of Marketing
Digital Partnerships &
* Amy Fitzgerald, VP,
Shopper Marketing
Retail Innovation
* Ryan Voorhees, VP,
Integration
CHURCH & DWIGHT
* Dan Bracken, VP,
ALCON
* Chris Summons, Director, Consumer Engagement
US Vision Care Marketing THE CLOROX CO.
* Lauren Ehreth, Shopper
BAYER HEALTHCARE
Marketing Manager
* Sean Gaffney,
* Sharon McKnight, VP
Senior Manager,
Shopper Marketing,
THE COCA-COLA CO.
Function Co-Lead
* Tammy Brumfield, AVP,
* Eileen Wolfe, Senior
Shopper Marketing West
Manager, Shopper
* April Carlisle, VP,
Marketing Insights,
Shopper Marketing,
Digital & Execution
National Retail Sales
1010DATA
* Frank Riva, VP,
Demand Generation &
Growth Marketing

BEIERSDORF
* Rob Ciaffaglione,
Team Leader, Shopper &
Customer Marketing
* Rodney Waights, VP,
Shopper & Customer
Marketing

CONAGRA BRANDS
ENERGIZER HOLDINGS
* Bob Waibel, Senior Director, * Thu Bang, Senior Manager,
Shopper Marketing
Americas Shopper
Activation
CONSTELLATION BRANDS
* Sean-Jon Wilson, Shopper
* Paige Guzman, VP,
Marketing Manager
Marketing Activation

EPSILON CATAPULT
* Brian Cohen, COO
* Heidi Froseth, EVP,
COTY US
National Shopper
* Jessica Kalinger,
Senior Director, Category Commerce Leader
Management & Shopper FCB/RED
Insights
* Tina Manikas, President
* Nigel Stokes, Global Sales * Curt Munk, Executive
Planning Director
CVS HEALTH
* Matthew Dacey, VP,
FOOD LION
Loyatly & Personalization * Todd Gosart, Manager,
* Grant Violanti, Senior
Shopper Marketing
Director, Loyalty &
* Neil Norman,Director,
Personalization
Customer Loyalty &
Shopper Marketing
DEL MONTE FOODS
* Jennifer Reiner, Senior
FRESH DIRECT
Director, Omnichannel
* Michelle Harmon-Madsen,
Marketing & eCommerce SVP, Brand Partnerships
DOMINO FOODS
GENERAL MILLS
* Tom Gould, Director,
* Jay Picconatto, Marketing
Consumer Marketing
Director, Shopper
* Maria Machita, VP,
Marketing
Consumer Sales &
GEORGIA-PACIFIC
Marketing
* Sam Atchison, Senior
DURACELL
Manager, Channel
* Joe Cerone, Team Leader, Marketing & Customer
NA Merchandising
Development
* Peter Gorzkowski, Director, * Laura Knebusch, VP,
Shopper Marketing
Marketing Activation
* John Pfalzgraf, Director,
E&J GALLO WINERY
Consumer Knowledge
* Beth Orozco,
Senior Director,
GEORGIA-PACIFIC
Shopper Marketing
CORRUGATED
* Brian Hutchinson, Director,
EDGE MARKETING
* Doug Middlebrooks, AVP, * Liz Fogerty, SVP, Strategic Shopper Marketing
Shopper Marketing
* Alexis Underwood,
Planning & Insights
General Manager
COLGATE-PALMOLIVE CO. * Allison Welker, EVP & GM
* Jairo Garcia,
GLAXOSMITHKLINE
EDGEWELL PERSONAL
Shopper Marketing
* Mary Beth Barrett, Director,
CARE
Director, Walmart
* Beth St. Raymond, Director, Shopper Marketing
* Joanne Murphy, Director, Shopper Marketing &
Shopper Marketing
Merchandising & Display
* Dale Stratton, VP,
Commercial Insights

aren't diametrically opposed to innovation, but they sure can get in the way.
"Personalization is now truly possible,
and that's really hard for the systems
that we've built [because] systems hate
change," noted Patrick Fitzmaurice, principal at consultancy Caterpillar Farm.
In assessing key takeaways during the
conference's final presentation, Fitzmaurice discussed the need for traditional
companies to re-evaluate their existing
go-to-market strategies to confront new
marketplace realities.
But it became clear over the conference's
three days that all the "digital transformation" taking place - rethinking strategies,
reimagining tactics and rebuilding existing infrastructures - will in itself be insufficient. Building new capabilities to address the marketplace changes that have
already happened won't be enough either.

JOHNSONVILLE SAUSAGE
GREAT NORTHERN
INSTORE
* Dan Baltus, Customer
* Pat Graf, VP, Display Sales Insights Manager
Development
* Joe Bourland, Director,
* Mike Schliesmann, SVP,
Strategic Insights &
Business Unit Manager
Analytics
* Stephanie Plehn, Shopper
GROUNDTRUTH
Marketing Manager
* Mark Fleisch, VP,
CPG & Healthcare
KELLOGG CO.
* Sarah Ohle, VP,
* Aaron Elleman,
Marketing insights
Senior Director,
Shopper Marketing
HALLMARK CARDS
* Deb Hannah, VP,
* Patrick Gahagan, VP,
Shopper Marketing,
Category Management
Scale Promotions
HELLOWORLD
KEURIG GREEN
* Jen Todd Gray, SVP,
MOUNTAIN
Brand Marketing &
* Kellie Ebert, Director,
Creative Services
Channel Marketing
THE HERSHEY CO.
* Amber King,
* Dale Clark, Senior
Senior Shopper
Director, Sales Strategy & Marketing Manager
Shopper Engagement
KIMBERLY-CLARK
* Bob Koenig, Customer
* Aaron Gretebeck,
Sales Executive, Kroger
Senior Manager,
* David Nolen, Senior
Shopper Marketing COE
Director, Category
LALA US
Strategy Insights
* Vanessa Carlson
INMAR
Bueno, Senior Director,
* Wes Horvath, VP,
Marketing Operations
Manufacturer Solutions
L'OREAL
* Dave Momsen, SVP,
* Wendy Charland, VP,
Business Development
Shopper Marketing
INTEL CORP.
* Peri Mendelson, AVP,
* Renee Novello, Director,
Category Management
Shopper Marketing &
Global Retail Marketing * London Nielsen Krupski,
Director, Shopper
IOVATE HEALTH
Marketing (CPD Division
SCIENCES
Maybelline, Garnier, Essie)
INTERNATIONAL
LALA U.S.
* Brian Cavanaugh, CMO
* Vanessa Carlson Bueno,
* Jason Prowse,
Senior Director of
Category & Consumer
Marketing Operations
Insights Manager
* Shaun Nichols, CMO
JACK LINK'S
LG ELECTRONICS
* Jeff Kjome, Director,
* Stewart Henderson,
Shopper Marketing &
Senior Manager,
Retail Activation
Shopper Marketing
JOHNSON & JOHNSON
* Rachel Olson,
* Heather Campain, U.S.
Senior Shopper
Shopper Marketing Leader Marketing Manager
* Stephanie Hayes, Director, * Dave VanderWaal, VP,
Consumer Promotion
Marketing, LG USA &
Canada

MARS PETCARE
* Todd Stone, National
Accounts Manager
MARS WRIGLEY
CONFECTIONARY
* Lena Lewis, Director,
Shopper Marketing &
Consumer Promotions
MASSIMO ZANETTI
BEVERAGE USA
* Brian Kubicki, VP, Marketing
* Susan Lambert, Director,
Shopper Marketing &
Customer Insights
* Dena Soulakis, Shopper
Marketing Manager
MATERNE GOGO SQUEEZ
* Joe Kasinskas,
Senior Director,
Customer Marketing
MATTEL
* Meredith Jang, Senior
Director, Advanced
Analytics, Shopper
Insights & Marketing
MEIJER
* Diane Boeskool, Customer
Marketing Manager
* Lanny Curtis, Director,
Customer Marketing
* Michael Ross, VP, Marketing
MILLERCOORS
* Daniel Warhaftig, Senior
Marketing Manager,
Emerging Brands
* Jovina Young, Director,
Channel Marketing,
Small-Format
MOET HENNESSY USA
* Kyle Yearick, VP,
Trade Marketing
MOMENTUM
WORLDWIDE
* Shaun Brown, SVP,
Growth & Innovation
MONDELEZ
INTERNATIONAL
* Stephen McGowan, RVP,
Shopper & Consumer
Activation
* Michael Tilley, Biscuit
Lead, Shopper Marketing
& Strategic Partnerships

No, consumer goods companies will
only remain relevant and successful if
they take the necessary steps to develop
cultures and capabilities that can continuously, relentlessly drive true business innovation. "The future is ongoing,
continual disruption," said Fitzmaurice,
suggesting that the real question for traditional companies is, "How do you make
a big organization nimble?"
I suspect that question will be part of the
discussion again this October at the Path
to Purchase Expo, where the broad agenda
themes cover areas such as "The Future
of Shopping" and "AI, VR & Beyond" and
specific seminars will drill down into topics like facial recognition and "moment targeting." For me, the most intriguing seminar title (given our current discussion) is
"Planning for the Unplanned."
Granted, that session will find Kellogg
Co.'s Chris Perry re-examining strategies
for driving impulse purchase in an omnichannel world. But that title might also
serve well as the new motto for consumer
goods companies, who need to put innovation at the top of the priority list so
they not only can effectively address all
the future disruption they'll be facing -
but might even be able to create a little
SM
disruption of their own.
Peter Breen is editor-in-chief of
Consumer Goods Technology (CGT), a
sister publication of Shopper Marketing.
He can be reached at 973-607-1300 or
pbreen@ensembleiq.com.

THE NATURE'S BOUNTY * Nicole Pavlica, Director,
CO.
Integrated Marketing
* Charles Meyer Hanover,
PROCTER
& GAMBLE
Director, Consumer Insights
* Matt Barresi, Director,
NESTLE USA
Brand Operations &
* Alex Placzek, Director,
Shopper Marketing
Shopper COE
* Jody Johnson, North
American Shopper
NESTLE-PURINA
Marketing Lead
* Anthony Dimattia,
Director, Shopper Insights PURERED
* Christina Lawrence, VP,
* George Russell, CEO
Shopper Marketing
QUOTIENT
* Jason Vita, Director,
* Tom Jones, VP, Sales,
Shopper Marketing
Shopper & National Media
PEPSICO (BEVERAGE)
* Jason Young, SVP,
* William Langford,
Media/GM Crisp
Senior Director, Sales
RECKITT BENCKISER
* Esperanza Teasdale,
* Yelena Idelchik, In-Store
Senior Director,
Experience & Shopper
Shopper Marketing
Insights Team Leader
PEPSICO (FRITO-LAY)
RED BULL NORTH
* Dana Lawrence,
AMERICAN
Senior Director,
SARGENTO FOODS
Shopper Marketing
* Cindy Mattingly,
* Jeff Swearingen, SVP,
Customer Shopper
Marketing & Analytics
Marketing Manager
PEPSICO (QUAKER)
SHOPTOLOGY
* Jackie Clifton, Director,
* Charlie Anderson, CEO
PepsiCo Shopper
Marketing, Walmart Inc. * Julie Quick, SVP, Head of
Insights & Strategy
Customer Team
SLICE INTELLIGENCE
* Katie Schiavone,
Senior Director, Shopper * Shannon Boren,
Director, Sales
Marketing, NAN Brands,
Gatorade & Propel
* Jaimee Minney, SVP,
Marketing
PERNOD RICARD USA
* Megan Taves, Director,
STARBUCKS COFFEE CO.
Customer Solutions, Chains * Holly Hayes, Shopper
Marketing Manager
PFIZER
* Jennifer Holahan, Senior * Tiffany Huey, Director,
Shopper Marketing
Director, Shopper &
Category Insights to
* Kelly Marsh, Director,
Activation
Shopper Innovation &
Experience
PHILIPS CONSUMER
LIFESTYLE
TEMPT IN-STORE
* Kelly Downey, VP,
PRODUCTIONS
Marketing Operations
POWERED BY QUAD
GRAPHICS
* Keri Dreyer, Shopper
* Michael Draver, SVP, Sales
Marketing
THE J.M. SMUCKER CO.
PINNACLE FOODS
* Matt Allen,
* Stephen Chriss, VP,
Senior Manager,
Marketing Activation
Shopper Marketing
* Alan Creveling, Director,
Shopper Marketing

* Jessica Fair,
Senior Manager,
Shopper Marketing
* Liz Mayer, Director,
Shopper Marketing
THE MARS AGENCY
* Cheryl Hatfield, SVP,
Client Leadership
* Robert Rivenburgh, CEO,
NA
TIME INC. RETAIL
* Christine Austin, Customer
Marketing Director
* Holly Oakes, Customer
Marketing Director/Brand
Director, News & Sports
* Eric Szegda, VP,
Retail Marketing
TPN
* Sarah Cunningham,
Senior Managing
Director, Client Service &
Development
* Christy O'Pella, Senior
Managing Director, Dallas
TRACYLOCKE
* Huge Boyle, CEO
* Michael Kelly, VP,
Communications
TYSON FOODS
* Alicia Mosley, Director,
Shopper Marketing
* Christopher Witte, VP,
Total Store Leadership
UNILEVER
* Kevin Flagg,
Senior Director,
Shopper Marketing
VALASSIS DIGITAL
* Tom Dolan, SVP, CPG &
Retail
* Frank Kroger, VP,
Client Marketing
VERVE
* Erin Madorsky, CRO
* Rachel Pasqua, VP,
Marketing
WESTERN UNION
* Tonya Johnson,
Marketing Director
WORLD KITCHEN
* Matt McDonnell, Director,
Marketing



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
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