Shopper Marketing - April 2016 - 67


Hartman says. "Job one has been trying to
bring those three cultures and disciplines
together in a meaningful way, which is easier said than done."
Hartman says guiding "job two" in the
initial years of Geometry was his belief that
the worst thing agencies can do is forget
they are in the client service business. He
says he makes sure everyone at Geometry knows that the priority is not what the
agency wants but what the client wants.
Geometry counts Unilever, KimberlyClark and General Mills among its clients,
and Hartman says not only does Geometry
work to please its partners, it is trying to
increase awareness of the challenges and
opportunities facing shopper marketing
and activation.
"At the core of everything we do, it's about
mapping out the purchase decision journey, creating pivotal ideas that change behavior and then measuring performance,"
says Hartman. "Historically, people have
looked at the shopper marketing and activation as base, and I probably did it when I
was in advertising - looked down my nose
at it. The interesting thing I've seen, having
spent some time in this space, is that this is
one of the most complex areas of marketing that exists.
"Advertising has to worry about a consumer and a brand. Shopper marketing has
to worry about a shopper and a consumer,
and many times those are different people,
certainly different mindsets. We have to
worry about the brand and we also have to
worry about the category and retailer. It's
like three-dimensional chess."

n	

n	

n	

n	

Bob Klein,
Chief Strategy Officer
Klein leads the Blue Chip
SPARQ group, the strategic planning and research
insights team that activates the agency's
"Springboard to Transformational Growth"
process.
Jamie Olson,
Vice President,
Shopper Marketing
Olson is a seasoned shopper
marketer who leads the practice at Blue Chip. She works regularly with
the agency's brand clients who are new to
shopper marketing and helps them understand the industry and best practices.
Jeff Skolnik, Executive
Vice President & General
Manager, Blue Chip
Retail Marketing
Skolnik brings 20 years of
analytics and creative experience to retail
and shopper marketing work for retail clients
across more than 35 product categories.
Pat Taflinger,
Vice President of Media
Taflinger oversees the traditional offline and online
buying and planning for all
clients.

APRIL 2016 SHOPPER MARKETING y

67



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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