Shopper Marketing - April 2016 - 66


WHO'S WHO IN SHOPPER MARKETING AGENCIES

" If you have only worked in digital, if you've only worked
in shopper, or only worked in media, you are going to be
hamstrung by your inability to see in a broader scope."
category and brand as well as the factors that
activate final choices. "It divided the world
into: either you're trying to build demand for
a brand or you're trying to activate that demand," Hartman says. "That really opened
my eyes to the power of activation and how
some categories are more activation-driven
than others."
Hartman says the days of merely building
a brand are over and that clients are now realizing they need to build their brands and
activate brand demand. "This to me feels like
the biggest area for growth for the agency
landscape as well as the client landscape - to
try to understand this area better," he says.
Though Hartman is proud of what he
learned at Y&R, where he rose to managing
partner, he says he's also able to see now
the holes in the old ways. "I remember many
times thinking, 'Well, all I can do is come
up with a campaign and I hope it changes
people's minds to turn sales around,'" he
recalls. "I wasn't having an impact on sales. I
was having an impact on people's attitudes
about brands. What attracted me to Geometry and this space is that this is about behavior change, about getting people to do
things."
Changing behavior may be much harder,
but it's much more gratifying. "If you come up
with a message and approach to get people
to buy a product, everybody's happy: The
66

y SHOPPER MARKETING APRIL 2016

consumer's happy, the client's happy and the
agency's happy," Hartman says. "There are
many cases in advertising where you can get
people to fall in love with a brand and nothing happens, and there are a lot of unhappy
people in that equation."
Hartman says the new media and the
shopper marketing and activation landscape
has guided his hiring practices. He looks for
people who have experience in more than
one industry, regardless of their discipline. "If
you have only worked in digital, if you've only
worked in shopper, or only worked in media,
you by virtue are going to be hamstrung by
your inability to see in a broader scope," he
says. "I tend to look for those who have broad
experience but are also comfortable in terms
of a vertical discipline as well."
Hartman says Geometry's three-agency
ancestry is key to its present skill set. G2 was
a mixture of direct marketing and shopper
marketing, and pure digital and direct media
practice. OgilvyAction was more consumer
promotion and JWT Action specialized in field
marketing, having co-location with the major
retailers and understanding their calendars
and practices as well.
"At face value, all of those companies were
going to market individually and they were
competing with each other, but if you look at
the Venn diagram of true strengths the funny
thing is they were entirely complementary,"



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
Shopper Marketing - April 2016 - 9
Shopper Marketing - April 2016 - 10
Shopper Marketing - April 2016 - 11
Shopper Marketing - April 2016 - 12
Shopper Marketing - April 2016 - 13
Shopper Marketing - April 2016 - 14
Shopper Marketing - April 2016 - 15
Shopper Marketing - April 2016 - 16
Shopper Marketing - April 2016 - 17
Shopper Marketing - April 2016 - 18
Shopper Marketing - April 2016 - 19
Shopper Marketing - April 2016 - 20
Shopper Marketing - April 2016 - 21
Shopper Marketing - April 2016 - 22
Shopper Marketing - April 2016 - 23
Shopper Marketing - April 2016 - 24
Shopper Marketing - April 2016 - 25
Shopper Marketing - April 2016 - 26
Shopper Marketing - April 2016 - 27
Shopper Marketing - April 2016 - 28
Shopper Marketing - April 2016 - 29
Shopper Marketing - April 2016 - 30
Shopper Marketing - April 2016 - 31
Shopper Marketing - April 2016 - 32
Shopper Marketing - April 2016 - 33
Shopper Marketing - April 2016 - 34
Shopper Marketing - April 2016 - 35
Shopper Marketing - April 2016 - 36
Shopper Marketing - April 2016 - 37
Shopper Marketing - April 2016 - 38
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Shopper Marketing - April 2016 - 40
Shopper Marketing - April 2016 - 41
Shopper Marketing - April 2016 - 42
Shopper Marketing - April 2016 - 43
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Shopper Marketing - April 2016 - 55
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