® Effie is a registered trademark / service mark of Effie Worldwide, Inc. Proudly sponsored by: In partnership with: Awarding Ideas That Work SHOPPER MARKETING / THE WINNERS 2017
® Effie is a registered trademark / service mark of Effie Worldwide, Inc.
Proudly sponsored by:In partnership with:
Awarding Ideas That Work
SHOPPER MARKETING / THE WINNERS
2017
2 2017 EFFIE AWARDS / SHOPPER MARKETING
Proudly sponsored by:In partnership with:
AWARENESS, TRIAL & CONVERSION CATEGORY/AISLE EVOLUTION DAVID VS. GOLIATH
BRONZE BRONZE GOLD
Axe, Dove Men+Care, Degree for Men, Degree for Women, Dove female
Intel Contours
Walgreens “Do Deo Better” Unilever
Digitizing Retail Intel
The Baby Stroller Test-Ride by Contours Kolcraft
Team Unilever Shopper*Geometry Global*
Leo Burnett/Arc* FCB/RED*FCB Chicago*CurrentLord + ThomasCinema Libertad LLCHero Solutions
MULTI-BRAND/MANUFACTURER SHOPPER SOLUTION MULTI-RETAILER PROGRAM
BRONZE SILVER SILVER
Dove, Suave,
Your Style, Your Way Unilever
OREO Cookie Balls Mondeléz International
#Say It With Pepsi PepsiCo
Team Unilever Shopper*Geometry Global*
Geometry Global* TracyLocke*
WINNERSThe North American Shopper Marketing Effie Awards honor the most effective shopper marketing efforts of the year. An annual program, the competition attracts case studies from the most effective shopper marketing efforts from manufacturers and retailers in the United States and Canada.
After two rounds of rigorous judging, those selected as winners represent cases that best demonstrated how they effectively solved a shopper marketing challenge, connected with their shoppers, influenced them along the path to purchase, and inspired them to become a buyer.
Award levels – gold, silver and bronze – were announced and presented at the Path to Purchase Institute’s Shopper Marketing Summit Awards Celebration on March 28, 2017.
Congratulations to this year’s winners.* Indicates lead agency
NEW PRODUCT/SERVICE INTRODUCTION OMNI-CHANNEL SHOPPER EXPERIENCE
SILVER BRONZE GOLD GOLD
Gillette Fusion ProShield GOOD THiNS Dove Pepsi
Gillette’s Meet the Protectors at Walmart Procter & Gamble
Try SomeTHiN Good Mondeléz International
Dove #SpeakBeautiful at Target Unilever
#Say It With Pepsi PepsiCo
Saatchi & Saatchi X* Geometry Global* Team Unilever Shopper*Geometry Global*
TracyLocke*
TRESemme OREO Cookies Pepsi
3 2017 EFFIE AWARDS / SHOPPER MARKETING
Proudly sponsored by:In partnership with:
SEASONAL/EVENT SINGLE-RETAILER PROGRAM: DRUGSTORES
GOLD BRONZE BRONZE
Quilted Northern Suave, Caress, TRESemme and Axe Procter & Gamble
National Toilet Paper Day Georgia-Pacific
Walgreens Give H20PE to Others Unilever
Walgreens for a Healthy Home Procter & Gamble
Droga5* Team Unilever Shopper*Geometry Global*
Leo Burnett/Arc*Starcom
SINGLE-RETAILER PROGRAM: OTHER
SILVER BRONZE BRONZE GOLD
Mars Chocolate Johnson & Johnson McDonald’s & Coca-Cola The Hershey Company
Say Thank You With M Mars Chocolate North America
College Care Essentials Johnson & Johnson
McDonald’s & Coca-Cola McDonald’s Coca-Cola
Build A Better Basket at Dollar General The Hershey Company
Catapult Marketing*Collective BiasTriad Retail MediaElevation Group
Geometry Global* Leo Burnett/Arc*HelloWorldDDBBurrellBoden PR
TPN*
SINGLE-RETAILER PROGRAM: OTHER SINGLE-RETAILER PROGRAM: SUPERMARKETS
GOLD SILVER SILVER BRONZE
Quilted Northern Colgate Friendship Dairies Cottage Cheese MilkPEP
National Toilet Paper Day Georgia-Pacific
Water Sustainability Colgate-Palmolive
ShopRite Mix-In Matchmaker Program Saputo Dairy Foods
Feed a Childhood MilkPEP
Droga5* The Mars Agency*Benchmark Marketing International
Partners + Napier*Wakefern Food CorporationMyWebGrocerRDD Associates
FCB/RED*Weber Shandwick
SINGLE-RETAILER PROGRAM: MASS MERCHANTS
4 2017 EFFIE AWARDS / SHOPPER MARKETING
Proudly sponsored by:In partnership with:
KEITH ALBRIGHT Global Shopper Leader 3M
CHARLIE ANDERSON CEO Shoptology
SUSAN BARKALOW Director, Shopper Marketing Mars Chocolate, North America
octer & Gamble
RODGER DIPASCA Global Managing Director, Shopper Communications Red Fuse Communications
TOM DOLAN SVP, MaxPoint Solutions MaxPoint
AMY DRAGLAND-JOHNSON Director, Shopper Marketing North America SC Johnson & Son
PATRICK FITZMAURICE Managing Director, Professional Development EnsembleIQ
CHRISTIAN GRADLMULLER Global Head, Customer Marketing SC Johnson & Son
AMY HAHN SVP, Marketing Ahold USA
CARL HARTMAN CEO, North America Geometry Global
JESSICA HENDRIX President, USA Saatchi & Saatchi X
TERESE HERBIG VP, Managing Director, Strategic Platforms & Member Development EnsembleIQ
PETER HOYT Executive Director & CEO EnsembleIQ
JOSEPH LAMPERTIUS Global CEO, Shopper Marketing Grey
TINA MANIKAS President FCB/RED
MATT MARTIN VP, Marketing & Customer Engagement Family Dollar
MICHAEL MCMAHON President Path to Purchase Institute
JOHN MOUNT VP, National Retail Sales Customer Marketing The Coca-Cola Company
KARUNA RAWAL US President & Global CSO Arc Worldwide
JENNIFER REINER Senior Director, Marketing Activation & Shopper Marketing Del Monte Foods, Inc.
ROBERT RIVENBURGH CEO, North America The Mars Agency
BARRY ROBERTS Director, Retail Shopper Solutions Colgate-Palmolive
ALLISON ROBL AVP, Shopper Marketing L’Oreal
SUZANNE SKOP VP, MaxPoint Solutions MaxPoint
BETH ST RAYMOND Director, Shopper Marketing & Merchandising & Display Edgewell Personal Care
CHRISTOPHER WITTE VP, Shopper & Category Development Tyson Food, Inc.
FINAL ROUND JURY
MATT BARRESI Brand Director, NA, Selling & Market Operations Pr
DIANE WALLACE VP, Retail Marketing & Strategy The Coca-Cola Company
SHARON LOVE CEO TPN
5 2017 EFFIE AWARDS / SHOPPER MARKETING
Proudly sponsored by:In partnership with:
Diana AllweinDirector, Client ServicesMosaic Shopper
Jovita AlmanzoAccount DirectorFCB/RED
Mauriahh BeezleyProfessional DevelopmentPath to Purchase Institute
Suzanna BierwirthGroup Creative DirectorSaatchi & Saatchi X
Lynn BerryVP, Executive Creative DirectorThe Mars Agency
Suzanna BierwirthSVP, Group Creative DirectorFCB Chicago
Elizabeth BleserVP, Digital StrategyBlue Chip Marketing
Kelly BoatrightDirector, Shopper MarketingThe Coca-Cola Company
Tom BoccuzziSVP, AccountGeometry Global
Ashleigh BorchersCustomer Director, Shopper MarketingMondeléz International, Inc.
David BrotEVP, Account DirectorLeo Burnett/Arc
Shaun BrownSVP, CPG & Digital Shopper LeadMomentum Worldwide
Tom BrownEVPCatapult Marketing
Jacqueline BurksPrincipalPivot Point Marketing
Kristen BussVP, StrategyMosaic Shopper
Summer ButlerDirector, Shopper MarketingThe Coca-Cola Company
Heather CampainDirector, Shopper MarketingJohnson & Johnson
Neith CardenasBrand ManagerProcter & Gamble
April CarlisleSVP, Global Shopper MarketingLeo Burnett/Arc
Buck ChoateCreative DirectorShoptology
Cameron ClementVP, Executive Creative DirectorTWINOAKS
Zvi ColeDirector, Integrated MediaBeiersdorf
Justin CoxVP, Creative DirectorFCB
Russell CraigAccount Executive, Shopper MarketingMaxPoint
Liz CrawfordSVP, Strategy & InsightsMatch Marketing Group
Michele CrowleyVPThe Integer Group
Marie-Agnes DaumasDirector, Shopper Marketing Center of Excellence, N.A.Colgate-Palmolive
Sarah DavisSVP, Executive Creative DirectorCatapult Marketing
Chris Del ReyPresident & CEODEL REY MARKETING
Raquel Del ReyVP, COODEL REY MARKETING
Tracy Draksler BrownVP, Management DirectorFCB
Monica DuranVP, Shopper MarketingBravo/Y&R
Craig ElstonEVP, Insight & StrategyThe Integer Group
Liz FogertySVP, Strategic Planning & InsightsIN Marketing Services
Tracy FrisbieDirector, Marketing, Shopper/Strategic RelationshipsConstellation Brands Inc.
Burr GavinSVP, Strategy & Brand PlanningEpsilon
Maximiliano GeraldoSVP, Executive Creative DirectorFCB Chicago
Allyson GillVP, Shopper MarketingTPN
Jon GoynshorVP, Head, Partnership Marketing, North AmericaGeometry Global
Justine GreenwaldExecutive Creative DirectorGeometry Global
Elizabeth HarrisEVP, Strategy DirectorLeo Burnett/Arc
Dipika HemdevShopper Marketing ManagerColgate-Palmolive
Terese HerbigVP, Managing Director Member DevelopmentEnsembleIQ
Tiffany HueyDirector, Shopper MarketingStarbucks Corporation
Lisa HurstVP, Account Management, Shopper Practice LeadUpshot
Michelle ImbroVP, Client ServicesIN Marketing Services
Jasen KellyVP & Director, Shopper MarketingMediavest
Zachary KieltykaManagement DirectorFCB/RED
ROUND ONE JURY
Laura JohnstonExecutive Creative DirectorGeometry Global
6 2017 EFFIE AWARDS / SHOPPER MARKETING
Proudly sponsored by:In partnership with:
Elana KippVPIN Marketing Services
Lionel KnightSVP, Planning & ResearchUpshot
Pradeep KumarGlobal Data OfficerFCB
Michael LewisDirector, Category LeadershipPepsiCo
Anne MartinCustomer Director, Shopper MarketingMondeléz International, Inc.
Tony MavrelisCreative DirectorFCB
Steve McGowanDirector, Shopper MarketingMondelēz International, Inc.
Amanda McKinneyVP, Director, Promotion InnovationLeo Burnett/Arc
Michael McMahonPresident & Executive DirectorPath to Purchase Institute
Joy MeadAssociate Brand Director, NA Grocery ChannelProcter & Gamble
John MenefeeVP, Creative DirectorLeo Burnett/Arc
BOB MOLERVP, Strategic Account LeadTHE MARKETING ARM
Pam MorrisroeEVP, AccountGeometry Global
DyShaun MuhammadSVP, Client ServicesCatapult Marketing
Brendan NashSVP, Creative DirectorLeo Burnett/Arc
Maureen OHareVP, Growth & ConnectionsThe Mars Agency | TWINOAKS
Jennifer OlligesSVP, Director, Consumer Shopper IntegrationMomentum Worldwide
Soche PicardEVP, Managing DirectorGeometry Global
Jay PicconattoMarketing Director, Shopper MarketingGeneral Mills
Julie RegimandSVP, Director, ProductionFCB
Lynne RobertsonOwner & CEOFame
Bryant RossSVP, Managing DirectorIN Marketing Services
Nicholas SammerVP, Client Partnership & Brand StrategySaatchi & Saatchi X
Heidi SchoeneckEVP, Executive Creative DirectorGeometry Global
Amie StanleyPrincipalPivot Point Marketing
Dana StottsSVP, Group Management DirectorFCB/RED
Andrea StreyShopper Marketer3M
Pat TaflingerSVP, ConnectionsBlue Chip Marketing Worldwide
Cristina TazzaSenior StrategistGrey Shopper
Esperanza TeasdaleSenior Director, Shopper MarketingPepsiCo
Simon TiffenVP, Planning DirectorFCB
Lisa TraviesoSenior Manager, Shopper MarketingStarbucks
Leslee UrhahnVP, Consumer SolutionsSMACK
Lynn VitelloVP, MarketingMaxPoint
Edward WallonExecutive Director, Commercial StrategyColangelo
Phil WhiteEVP, Strategic PlanningGeometry Global
Rebecca ZdarskyVP, Group Creative DirectorIN Marketing Services
ROUND ONE JURY