Shopper Marketing - April 2016 - 50


HALL OF FAME PROFILE: DOUWE BERGSMA

I saw the phrase "enabling principled
entrepreneurs to build brands of the heart,
better, smarter, faster" on your Twitter
page.
BERGSMA: You did your homework. "Principled entrepreneurship" is part of our management philosophy. So internally we talk
about who is the "entrepreneur" on this project and who is the "investor" the way other
companies might say "brand manager" and
"general manager."
Can you walk me through how you are
transforming shopper marketing at G-P?
BERGSMA: Within our management philosophy we have what we call a "human action
model." It asks, "What are the three things
that have to be true for people to take action?" First, you have to have a restless discontent with the current situation; second, you
need to have a vision of a better state; and
third, you need to have a reasonable path to
get there.
So when we approach our problems, we
broadly use it to develop points of view: Where
is the market going? Where is the shopper going? Where are retailers and our competitors
at? And what are our own capabilities? At the
time [he joined], the shopper marketers were
in the sales teams, where they still are and
they should be. But the central capabilities
of shopper marketing were housed with our
trade funding department; shopper marketing funds were almost an extension of the
trade funds. When that happens, you tend to
view shopper marketing just as an enhancer
of merchandising, with "regular" events and
then a shopper marketing "overlay." So we
50

y SHOPPER MARKETING APRIL 2016

had a whole group of very talented people
just managing "overlays" for merchandising
events, and that doesn't differentiate you in
the industry. The retailers were not appreciating what we were doing, and internally we
were dissatisfied.
That's when people like Mike Hayes [senior vice president, sales & sales strategy] and
Kerstin Valdes [now VP of finance-consumer],
Kimber Shray and Fernando Gonzalez [now
president, consumer products business],
started asking, what would be a better vision? Then we looked at a second dimension,
which is what talent do you put where? We
hired new agencies: Hunter Straker [now Mosaic Shopper], Nsight Connect [Catapult/Epsilon], Pep and also ZenithOptimedia.
That's an unusual agency mix, isn't it?
BERGSMA: A lot of folks wouldn't think of
Zenith in a shopper marketing environment.
But we believe that retailers are becoming
publishers, so a big part of our marketing and
media investment will go for retailers in the
future. Typical "publishers" create content to
attract eyeballs for which they can sell advertising space, whether it's a TV station or a
magazine or a website.
Well, retailers are becoming content providers that attract eyeballs too, and in turn,
they can sell that connection with that audience to advertisers. That is what Amazon
does, and what Walmart does, and what Target will be doing; and I'm sure Kroger and
Costco and others will all follow.
No one would have ever thought that a retailer would be winning Emmys, but Amazon
is. Our product pages on Amazon, and our



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

Contents
Shopper Marketing - April 2016 - Intro
Shopper Marketing - April 2016 - 1
Shopper Marketing - April 2016 - 2
Shopper Marketing - April 2016 - 3
Shopper Marketing - April 2016 - Contents
Shopper Marketing - April 2016 - 5
Shopper Marketing - April 2016 - 6
Shopper Marketing - April 2016 - 7
Shopper Marketing - April 2016 - 8
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