Shopper Marketing - March 2016 - 64


HALL OF FAME PROFILE: BARRY ROBERTS

relationship with Red Fuse, which is a part
of WPP. They do our shopper creative work
as part of a broader IMC [Integrated Marketing Communication] effort. We also use The
Mars Agency, and have done so since we set
up shopper marketing. They are very much
involved in the planning, development and
customer activation of many of our programs.
What do you think about practicing
shopper marketing globally?
ROBERTS: This is a core strength of ours. We
have a consistent, global approach to shopper that we teach across all of our regions.
Some very successful work has come from
other regions that we have adapted here, and
vice versa. We have a really good global network of shopper people, and our ability to
share can only make us stronger.
Do you have like counterparts in Asia and
Europe?
ROBERTS: Yes, and we communicate regularly.
Is mobile a big part of maintaining
relationships with shoppers?
ROBERTS: I think any touchpoint that's relevant to delivering a communication or the
right incentive to motivate the purchase of
our brands with a selected target is very important. But we've been building very strong
capabilities and learnings here. It's a fast developing area and one of great importance to our
customers. We've got a very strong link with
the national digital team on our IMC group,
and without a doubt, there's a role to play in
reaching the shopper with digital vehicles.
64

y SHOPPER MARKETING MARCH 2016

What is your philosophy about in-store
marketing?
ROBERTS: We work very hard to portray our
brands in an engaging way and I think that's
paying dividends. Operating in a retail environment is very different than creating 30-second ads and other forms of media. We've got
some terrific suppliers to help us with that
both in terms of the development and the execution. In our categories, where there is a lot
of grab-and-go and habitual shopping, being
noticed through packaging, the merchandising trays, the equity communication and the
point-of-purchase is very, very important.
What is a "scale shopper platform"?
ROBERTS: These are basket solutions in
which the brands are relevant and an integral component, so there is more value here
for the shopper, retailer and our brand. We
have implemented several scale events with
key partners, such as "Cough Cold & Flu" with
Pfizer, and "Back to School" and "Bring on the
Values" with Kimberly-Clark. A nice example
of how our brands fit is in a Cough, Cold & Flu
stock-up basket: After a cold, germs are still
present on your toothbrush, so it's a good
time to replace it.
Another recent example of great shopper
platform work was developed in 2015 by a
multi-functional team in collaboration with a
key retail customer. Global sustainability is a
key focus area for the entire organization, and
drought mitigation is a key element of that.
Marie-Agnes Daumas from our Center of
Excellence co-led a team with one of our marketing directors, Kevin Jordan-Deen, to push
the effort on sustainability. The team built



Table of Contents for the Digital Edition of Shopper Marketing - March 2016

Contents
Shopper Marketing - March 2016 - Intro
Shopper Marketing - March 2016 - 1
Shopper Marketing - March 2016 - 2
Shopper Marketing - March 2016 - 3
Shopper Marketing - March 2016 - Contents
Shopper Marketing - March 2016 - 5
Shopper Marketing - March 2016 - 6
Shopper Marketing - March 2016 - 7
Shopper Marketing - March 2016 - 8
Shopper Marketing - March 2016 - 9
Shopper Marketing - March 2016 - 10
Shopper Marketing - March 2016 - 11
Shopper Marketing - March 2016 - 12
Shopper Marketing - March 2016 - 13
Shopper Marketing - March 2016 - 14
Shopper Marketing - March 2016 - 15
Shopper Marketing - March 2016 - 16
Shopper Marketing - March 2016 - 17
Shopper Marketing - March 2016 - 18
Shopper Marketing - March 2016 - 19
Shopper Marketing - March 2016 - 20
Shopper Marketing - March 2016 - 21
Shopper Marketing - March 2016 - 22
Shopper Marketing - March 2016 - 23
Shopper Marketing - March 2016 - 24
Shopper Marketing - March 2016 - 25
Shopper Marketing - March 2016 - 26
Shopper Marketing - March 2016 - 27
Shopper Marketing - March 2016 - 28
Shopper Marketing - March 2016 - 29
Shopper Marketing - March 2016 - 30
Shopper Marketing - March 2016 - 31
Shopper Marketing - March 2016 - 32
Shopper Marketing - March 2016 - 33
Shopper Marketing - March 2016 - 34
Shopper Marketing - March 2016 - 35
Shopper Marketing - March 2016 - 36
Shopper Marketing - March 2016 - 37
Shopper Marketing - March 2016 - 38
Shopper Marketing - March 2016 - 39
Shopper Marketing - March 2016 - 40
Shopper Marketing - March 2016 - 41
Shopper Marketing - March 2016 - 42
Shopper Marketing - March 2016 - 43
Shopper Marketing - March 2016 - 44
Shopper Marketing - March 2016 - 45
Shopper Marketing - March 2016 - 46
Shopper Marketing - March 2016 - 47
Shopper Marketing - March 2016 - 48
Shopper Marketing - March 2016 - 49
Shopper Marketing - March 2016 - 50
Shopper Marketing - March 2016 - 51
Shopper Marketing - March 2016 - 52
Shopper Marketing - March 2016 - 53
Shopper Marketing - March 2016 - 54
Shopper Marketing - March 2016 - 55
Shopper Marketing - March 2016 - 56
Shopper Marketing - March 2016 - 57
Shopper Marketing - March 2016 - 58
Shopper Marketing - March 2016 - 59
Shopper Marketing - March 2016 - 60
Shopper Marketing - March 2016 - 61
Shopper Marketing - March 2016 - 62
Shopper Marketing - March 2016 - 63
Shopper Marketing - March 2016 - 64
Shopper Marketing - March 2016 - 65
Shopper Marketing - March 2016 - 66
Shopper Marketing - March 2016 - 67
Shopper Marketing - March 2016 - 68
Shopper Marketing - March 2016 - 69
Shopper Marketing - March 2016 - 70
Shopper Marketing - March 2016 - 71
Shopper Marketing - March 2016 - 72
Shopper Marketing - March 2016 - 73
Shopper Marketing - March 2016 - 74
Shopper Marketing - March 2016 - 75
Shopper Marketing - March 2016 - 76
Shopper Marketing - March 2016 - 77
Shopper Marketing - March 2016 - 78
Shopper Marketing - March 2016 - 79
Shopper Marketing - March 2016 - 80
Shopper Marketing - March 2016 - 81
Shopper Marketing - March 2016 - 82
Shopper Marketing - March 2016 - 83
Shopper Marketing - March 2016 - 84
Shopper Marketing - March 2016 - 85
Shopper Marketing - March 2016 - 86
Shopper Marketing - March 2016 - 87
Shopper Marketing - March 2016 - 88
Shopper Marketing - March 2016 - 89
Shopper Marketing - March 2016 - 90
Shopper Marketing - March 2016 - 91
Shopper Marketing - March 2016 - 92
Shopper Marketing - March 2016 - 93
Shopper Marketing - March 2016 - 94
Shopper Marketing - March 2016 - 95
Shopper Marketing - March 2016 - 96
Shopper Marketing - March 2016 - 97
Shopper Marketing - March 2016 - 98
Shopper Marketing - March 2016 - 99
Shopper Marketing - March 2016 - 100
Shopper Marketing - March 2016 - 101
Shopper Marketing - March 2016 - 102
Shopper Marketing - March 2016 - 103
Shopper Marketing - March 2016 - 104
Shopper Marketing - March 2016 - 105
Shopper Marketing - March 2016 - 106
Shopper Marketing - March 2016 - 107
Shopper Marketing - March 2016 - 108
Shopper Marketing - March 2016 - 109
Shopper Marketing - March 2016 - 110
Shopper Marketing - March 2016 - 111
Shopper Marketing - March 2016 - 112
Shopper Marketing - March 2016 - 113
Shopper Marketing - March 2016 - 114
Shopper Marketing - March 2016 - 115
Shopper Marketing - March 2016 - 116
Shopper Marketing - March 2016 - 117
Shopper Marketing - March 2016 - 118
Shopper Marketing - March 2016 - 119
Shopper Marketing - March 2016 - 120
Shopper Marketing - March 2016 - 121
Shopper Marketing - March 2016 - 122
Shopper Marketing - March 2016 - 123
Shopper Marketing - March 2016 - 124
Shopper Marketing - March 2016 - 125
Shopper Marketing - March 2016 - 126
Shopper Marketing - March 2016 - 127
Shopper Marketing - March 2016 - 128
Shopper Marketing - March 2016 - 129
Shopper Marketing - March 2016 - 130
Shopper Marketing - March 2016 - 131
Shopper Marketing - March 2016 - 132
Shopper Marketing - March 2016 - 133
Shopper Marketing - March 2016 - 134
Shopper Marketing - March 2016 - 135
Shopper Marketing - March 2016 - 136
Shopper Marketing - March 2016 - 137
Shopper Marketing - March 2016 - 138
Shopper Marketing - March 2016 - 139
Shopper Marketing - March 2016 - 140
Shopper Marketing - March 2016 - 141
Shopper Marketing - March 2016 - 142
Shopper Marketing - March 2016 - 143
Shopper Marketing - March 2016 - 144
Shopper Marketing - March 2016 - 145
Shopper Marketing - March 2016 - 146
Shopper Marketing - March 2016 - 147
Shopper Marketing - March 2016 - 148
Shopper Marketing - March 2016 - 149
Shopper Marketing - March 2016 - 150
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201708
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201707
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201706
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201705
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201704
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201703
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201702
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201701
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201612
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201611
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201610
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201609
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201608
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201607
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201606
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201605
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201604
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201603
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201602
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201601
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201512
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201511
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201510
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201509
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201508
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201507
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201506
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201505
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201504
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201503
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201502
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201501
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201411
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201410
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409
http://www.nxtbook.com/nxtbooks/ptp/sm_201408
http://www.nxtbook.com/nxtbooks/ptp/sm_201407
http://www.nxtbook.com/nxtbooks/ptp/sm_201406
http://www.nxtbook.com/nxtbooks/ptp/sm_201405
http://www.nxtbook.com/nxtbooks/ptp/sm_201404
http://www.nxtbook.com/nxtbooks/ptp/sm_201403
http://www.nxtbook.com/nxtbooks/ptp/sm_201402
http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
http://www.nxtbook.com/nxtbooks/ptp/sm_201311
http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
http://www.nxtbookMEDIA.com