Shopper Marketing - April 2016 - 76


WHO'S WHO IN SHOPPER MARKETING AGENCIES

PURERED INTEGRATED MARKETING:

MICHAEL MINASI, CEO

B

efore he moved to the agency side
of the business, Michael Minasi spent
nearly 30 years in retail marketing. As
international advertising director at Toys "R"
Us, he was part of the team that launched the
brand in Europe, Asia and the Middle East.
"Very challenging, but very rewarding," he says
of that time.
In his role as president of marketing at Safeway, he helped develop the Safeway Club loyalty
program, the private-label portfolio of brands
such as O Organics and a significant e-commerce
business while also helping rebrand the retailer's
"Ingredients for Life" campaign. "But what I am
most proud of is the team and organization we
built," he says. "Really leading the industry in
terms of brand and shopper marketing."

76

y SHOPPER MARKETING APRIL 2016

Photo by David Caselli

Switching to the agency side as chief executive officer of Atlanta-based PureRED Integrated Marketing has been his biggest professional challenge. But as he says, his years spent in
retail help make the organization a "uniquely
different agency." He understands the challenges PureRED's retail clients face: growing
share, building shopper loyalty and differentiating brands. Yet, where Minasi was previously
focused on his brand's holistic value proposition, the emphasis now is on "communication
and content creation, driving efficiency in the
marketing execution process and being very
instrumental in helping our partners reach and
connect with their shoppers," he says.
The agency has a functional-based structure, but with its focus on clients, PureRED's



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
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Shopper Marketing - April 2016 - 13
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Shopper Marketing - April 2016 - 16
Shopper Marketing - April 2016 - 17
Shopper Marketing - April 2016 - 18
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Shopper Marketing - April 2016 - 20
Shopper Marketing - April 2016 - 21
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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
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Shopper Marketing - April 2016 - 33
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Shopper Marketing - April 2016 - 40
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