Shopper Marketing - May 2016 - 137


Hall of Fame
"Thanks to many people, but of course,
thanks most of all to my wife, who is sitting
down there wondering, 'Why on earth is he
getting this award when he doesn't even like
shopping?'"

sharpest shopper minds in the industry today. His style and approach is one of the best
as he is such a good collaborator."

Barry Roberts, Director, Retail
Shopper Solutions, Colgate-Palmolive: Andy Murray, 2014 Hall of Famer with

Amy Dragland-Johnson, 2015 Hall of
Famer with S.C. Johnson: "I have had the
distinct pleasure of working closely with
Barry for nearly a decade - and in that time
Barry has demonstrated a clear mastery of
the Shopper Marketing discipline as well as
forging great relationships with his internal
and external customers - and specifically establishing long-lasting partnerships."

John Mount, 2013 Hall of Famer with
Coca-Cola: "Barry Roberts is one of the

Liz Mayer, Director, Shopper Marketing,
The J.M. Smucker Company: "Getting to
know Barry has been a great experience. His
passion and knowledge of Shopper Marketing have helped fuel success for his company,
their customers and the industry. I appreciate his leadership and mentoring."

Rob Rivenburgh, The Mars Agency: "You
only want to work harder for Barry. Barry
pushes and drives the craft of shopper marketing everyday. He makes us better everyday. A true craftsman for our trade."

"Most of my team are in the room tonight,
and they are very bright, have great ability,
and get excellent results. I'd like to view this
award as a team accomplishment. Colgate
was one of the first companies into this area
and it's been an incredible journey. We've
learned a lot and will continue to do so as
much as we can.

Walmart: "It is hard to overstate Barry's
impact at Colgate with almost a decade of
focus, energy, and leadership in bringing
Colgate to the forefront of shopper marketing mastery."

Dina Howell, 2006 Hall of Famer with
P&G: "This honor is well deserved. I have
seen the difference that you've made since
you were a young P&G brand manager who
was assigned to do a short term assignment
in Shopper Marketing. I've always admired
your tenacity, courage and straight talk. You
stayed in Shopper when it wasn't popular as
you believed in the concept and discipline,"

Douwe Bergsma, Chief Marketing
Officer, Georgia-Pacific:

"This is humbling, exciting, unexpected.
I work at Georgia-Pacific, a privately held
company that tries to create value for our
consumers, shoppers, retailer partners and
society as a whole while reducing the resources we use. We typically don't seek the
spotlight nor are we pulled into the spotlight; after all, we're selling paper cups and
toilet paper.
"This is not a journey you do by yourself.
I'd like to thank the more than 30 retail
partners I've been honored to work with over
the years. But one is very near and dear to
my heart: Ahold, and they are all here in the
room tonight - thank you guys, for weaving
in and out of my career."

Jim Bechtold, Co-Founder of P&G
Shopper Marketing: "What an awesome
acknowledgement of your leadership and
entrepreneurial spirit. You joined the P&G
Shopper Marketing team before anyone in
Brand Management valued the work. You
literally lead the thinking for the North
American organization.
Your work was so valued that you were
promoted to Marketing Director based on
the accomplishments and it lead to the 'first
moment of truth' strategy that every P&G
marketer follows to this very day."
Julie Eddleman, 2014 Hall of Famer now
with Google: "Douwe Bergsma is a legend
in the Shopper Marketing world ... from the
beginnings of Shopper Marketing in Europe with P&G, to leading the fastest growing part of the P&G business in the US, to
prioritizing the importance of shoppers and
retailers at the forefront of Georgia-Pacific,

Douwe has always been pushing his organizations, and the industry, to think differently. He helped introduce new business and
distribution models for large businesses at
P&G, and then trained literally thousands
of people - including a few CMOs and
CEOs - over several years to bring those
models to life."
Craig Cappozzo & Robert Kennedy, Retail Strategy Partners: "Douwe was one
of the true early P&G pioneers (along with
Dina Howell) of the shopper-based approach that transformed our go-to-market
model. His vision, passion, intellect and
strong business acumen have helped fuel
his contributions to the shopper marketing
community and helped advance the path to
purchase industry."
Heidi Froseth, Nsight / Catapult: "Douwe
Bergsma has been a uniquely thoughtful
and visionary leader in the rapidly growing
discipline of shopper, strategy and insights at
Georgia-Pacific. Notably his vision is rooted
in Georgia-Pacific's strong corporate values
and his approach has been both comprehensive and highly innovative. Because of
this, in the last short four years, Douwe has
had the credibility to quickly organize for
change, and now Georgia-Pacific a clearly
defined leader with their retail partners and
in our industry." 
INSTITUTE UPDATE | p2pi.org

3


http://www.p2pi.org

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

Contents
Shopper Marketing - May 2016 - Intro
Shopper Marketing - May 2016 - 1
Shopper Marketing - May 2016 - 2
Shopper Marketing - May 2016 - 3
Shopper Marketing - May 2016 - Contents
Shopper Marketing - May 2016 - 5
Shopper Marketing - May 2016 - 6
Shopper Marketing - May 2016 - 7
Shopper Marketing - May 2016 - 8
Shopper Marketing - May 2016 - 9
Shopper Marketing - May 2016 - 10
Shopper Marketing - May 2016 - 11
Shopper Marketing - May 2016 - 12
Shopper Marketing - May 2016 - 13
Shopper Marketing - May 2016 - 14
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Shopper Marketing - May 2016 - 16
Shopper Marketing - May 2016 - 17
Shopper Marketing - May 2016 - 18
Shopper Marketing - May 2016 - 19
Shopper Marketing - May 2016 - 20
Shopper Marketing - May 2016 - 21
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Shopper Marketing - May 2016 - 26
Shopper Marketing - May 2016 - 27
Shopper Marketing - May 2016 - 28
Shopper Marketing - May 2016 - 29
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