EDITOR-IN-CHIEF Peter Breen (773) 992-4431, pbreen@ensembleiq.com EDITOR EMERITUS Bill Schober bschober@ensembleiq.com EXECUTIVE EDITOR Tim Binder (773) 992-4437, tbinder@ensembleiq.com MANAGING EDITOR Charlie Menchaca (773) 992-4432, cmenchaca@ensembleiq.com DIRECTOR – PRODUCTION Ed Ward (773) 992-4418, eward@ensembleiq.com ART DIRECTOR/PRODUCTION MANAGER Sonja Lundquist (773) 992-4419, slundquist@ensembleiq.com
CONTRIBUTING EDITORS Patrycja Malinowska, Cyndi Loza, Jacqueline Barba
CONTRIBUTING WRITERS Dan Ochwat, Erika Flynn, Michael Applebaum, Ed Finkel, Chris Gelbach, Dawn Klingensmith, Neal Lorenzi, April Miller
SALES Albert Guffanti, VP, Group Brand Director (973) 607-1301, aguffanti@ensembleiq.com Simone Knaap, Associate Brand Director (973) 607-1374, sknaap@ensembleiq.com Bill Little, Associate Brand Director (828) 237-3350, blittle@ensembleiq.com Rich Zelvin, Associate Brand Director (773) 992-4425, rzelvin@ensembleiq.com
Editorial and Executive Offices 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731 Phone: (773) 992-4450 Fax: (773) 992-4455
PATH TO PURCHASE INSTITUTE / MEMBER DEVELOPMENT & SERVICES President Terese Herbig, (773) 992-4438 Senior Director – Member Development Patrick Hare, (773) 992-4465 Director – Member and New Business Development Todd Turner, (571) 395-7846 VP – Member Services Jennifer Zannelli, (773) 992-4444 Manager, New Member Development Katrina Lopez, (813) 713-4301
P2PI.ORG Editor-in-Chief, P2PI.org, Shopper Marketing and Consumer Goods Technology (CGT) Peter Breen, (973) 607-1300 Associate Director – Content Patrycja Malinowska, (773) 992-4435 Associate Editor – Content Cyndi Loza, (773) 992-4439 Associate Editor – Content Jacqueline Barba, (224) 632-8214
EVENTS & EDUCATION Director – Events Peggy Milbrandt, (773) 992-4412 Meeting & Events Associate Kelly Doering, (773) 992-4408 Director – Education & Faculty Administration Ronit Lawlor, (773) 992-4415
CONTENTS 4 Editorial: Bill Schober 4 P2PI Member Spotlight: The IMAGINE Group
6 Solution Provider News 6 Aveeno’s Digital Success
Johnson & Johnson’s Aveeno, in partnership with Quotient Technology, leverages digital promotions to shed light on consumers’ buying habits.
34 So-Lo-Mo Central
A roundup of social, local and mobile marketing activity at retail from: • Pepsi • Redbox • TikTok and ByteDance • Standard Cognition and Explorer.ai • Target • Digimarc • Sony Pictures • Grabango • Voucherify and iCabbi
36 Shopping With Steve
EnsembleIQ’s Steve Frenda, a passionate retail watcher for more than four decades, gives us a look at IKEA in Schaumburg, Illinois.
38 Activation Gallery:
Super Bowl/Football
40 NEW Horizons 40 Personnel
Appointments
42 Institute Strategist
SPECIAL REPORTS
8 Hall of Fame Q&A: April Carlisle April Carlisle’s title is VP, shopper marketing, for Coca-Cola, which is no mean feat, but it still doesn’t begin to describe the breadth and depth of her contributions to marketing over the past 30 years. She recently sat down with Shopper Marketing to discuss her career and May induction into the Path to Purchase Institute Hall of Fame.
14 Who’s Who in Shopper Marketing Agencies
Our eighth annual report highlights more than 200 agency executives with profiles of individuals from Arc Worldwide, Collaborative Marketing Group, Epsilon, HMT Associates, The Marketing Arm and Propac Marketing.
32 Feature:
Petco surfs the rising tide, rolls out a new campaign as it removes pet food/ treat products that fall below nutrition standards.
MARKETING
Aveeno and Quotient, Page 6
E-Commerce Strategies for the Supply Chain Era In our virtual roundtable format, six e-commerce thought leaders discuss “the supply chain era” and other key strategies as they relate to the future of e-commerce.
Manager – Marketing & Events Stacey Bobby, (773) 992-4423 Manager – Marketing & Events Courtney Hofbauer, (224) 632-8215 Art Director Stephanie Beling, (773) 992-4442
AUDIENCE ENGAGEMENT Director of Audience Engagement Gail Reboletti Audience Engagement Manager Shelly Patton
PROJECT MANAGEMENT/PRODUCTION/ART Vice President, Production Derek Estey Creative Director Colette Magliaro Custom Content Director Darren Ursino
Enforcing pet nutrition standards, Page 42
ENSEMBLEIQ LEADERSHIP TEAM Executive Chairman Alan Glass Chief Executive Officer David Shanker Chief Human Resources Officer Ann Jadown Chief Financial Officer Dan McCarthy Chief Digital Officer Joel Hughes Chief Innovation Officer Tanner Van Dusen President, Path to Purchase Institute Terese Herbig President, NA Retail Group and Canada Jennifer Litterick Executive Vice President, Events & Conferences Ed Several SVP, Technology Brands John Kenlon Group Brand Director, Healthcare Donna Kerry
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Shopper Marketing (ISSN 1040-8169) is published monthly by EnsembleIQ, 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731. Periodicals Postage Paid at Chicago, IL, and at additional mailing offices. POSTMASTER: Send address changes to Shopper Marketing, PO Box 3200 Northbrook IL 60065-3200. Entire contents copyright © 2019 by the Path to Purchase Institute. Canada Post International Publications Mail Product (Canadian Distribution) Sales Agreement No. 40025274. Return undeliverable Canadian addresses to:
Station A, P.O. Box 54, Windsor, ON N9A 6J5 or Email: cpcreturns@wdsmail.com CHANGE OF ADDRESS and other circulation correspondence should be mailed to: Shopper Marketing, PO Box 3200 Northbrook IL 60065-3200, or email ensembleiq@e-circ.net for customer service. (Include your address label with all correspondence.) WHERE TO WRITE: Please direct all letters to the editor and other business/advertising correspondence to: Shopper Marketing, 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731.
REPRINTS, PERMISSIONS AND LICENSING: Contact Wright’s Media at ensembleiq@ wrightsmedia.com or (877) 652-5295. NOTICE: The Path to Purchase Institute occasionally uses the logos of various companies in its marketing materials. These include promotional brochures for events such as the Path to Purchase Expo, the Path to Purchase Summit, the Design of the Times Awards and others. The use of these logos does not imply sponsorship or endorsement by the companies identified by those logos, unless specifically noted as such.
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