Post on 19-Jan-2020
SHOPPER MARKETING / WINNERS & FINALISTS
AWARDSUNITED STATES® Effie is a registered trademark / service mark of Effie Worldwide, Inc.
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2 2019 EFFIE AWARDS / SHOPPER MARKETING
CATEGORY/AISLE EVOLUTION
Xfinity
Xfinity Retail Transformation
Comcast/XFINITY
FCB/RED* Chute Gerdeman
Supreme Source
Supreme Source 10-Day Detox Pet Program
American Pet Nutrition
The Mars Agency* DMH
Procter & Gamble
Boxed.com Olympics
Procter & Gamble
Blue Chip Marketing Worldwide* Strange Loop
Diageo
Diageo Pretty Simple Drinks
Diageo
TracyLocke*
CHALLENGER BRAND SOLUTION E-COMMERCE
WINNERSThe Shopper Marketing Effies honor the most effective shopper marketing efforts of the year. An annual program, the competition attracts case studies from the most effective manufacturers and retailers in the United States.
After two rounds of rigorous judging, those selected as winners represent cases that best demonstrated how they 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 – will be announced and presented at the Path to Purchase Institute’s Shopper Marketing Celebration at the P2PSummit on May 16, 2019. Winners will also be recognized at the 50th Annual Effie Awards United States Gala on May 30, 2019.
Congratulations to this year’s winners. * Indicates lead agency
MULTI-BRAND SHOPPER SOLUTION
Aidells, Ball Park, Hillshire Farm, Sara Lee, State Fair, Tyson, Wright Brand Bacon
Master Your Summer
Tyson Foods
IN Connected Marketing*
Diet Coke
because I can.
The Coca-Cola Company
Geometry (New York)* Geometry (Chicago)* HelloWorld
Pop-Tarts
Pop-Tarts Destiny 2 Promotion
The Kellogg Company
The Integer Group* Activision Starcom
RITZ Cracker
Top Your RITZ
Mondelez International
Geometry (New York)* Geometry (Chicago)* VaynerMedia
MULTI-RETAILER PROGRAM
NEW PRODUCT/SERVICE INTRODUCTION
LUMIFY
Recharging Redness Relievers in a Beautiful Way
Bausch + Lomb
Blue Chip Marketing Worldwide* Barker Advertising The Lane Communications Group Wavemaker Helen & Gertrude
OREO Cookies
OREO Mint Hot Chocolate at 7-Eleven
Mondelez International
Phoenix Creative Co.* 7-Eleven, Inc.
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3 2019 EFFIE AWARDS / SHOPPER MARKETING
SINGLE-RETAILER PROGRAM: MASS MERCHANTS
Axe
Axe Start His Journey
Unilever
Team Unilever Shopper* Geometry* Mirum Shopper
Cheerios
Cheerios Moments of Good
General Mills
Shopperworks* Geometry* Mindshare Vimby
Colgate
Colgate Save Water at Walmart
Colgate-Palmolive
Diageo
Diageo Pretty Simple Drinks
Diageo
TracyLocke*
RITZ Cracker
Lowes Foods Pair Your RITZ
Mondelez International
Geometry (New York)* Geometry (Chicago)* VaynerMedia
RITZ Cracker
Top Your RITZ
Mondelez International
Geometry (New York)* Geometry (Chicago)* VaynerMedia
Vicks
Vicks Cold, Cough, Flu 2017-2018
Procter & Gamble
Saatchi & Saatchi X*
OMNI-CHANNEL SHOPPER EXPERIENCE SEASONAL/EVENT
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Geometry*Red Fuse Communications*WestRockBurson Cohn & Wolfe
4 2019 EFFIE AWARDS / SHOPPER MARKETING
FINALISTSEffie Award finalists are selected based on scores after a rigorous first round of judging. Making the shortlist of finalists is a significant achievement. Finalist status indicates that a case is among the most effective examples of integrated efforts that were specifically designed to engage the shopper and guide his or her purchase process towards a desired end result.
Additionally, all finalists and winners will receive points toward the Effie Index – the annual worldwide ranking of marketing communications effectiveness for agencies, advertisers, and brands. Annual United States rankings will be announced at the 50th annual Effie Awards United States Gala on May 30th.
Congratulations to this year’s finalists. * Indicates lead agency
CATEGORY/AISLE EVOLUTION
Procter & Gamble
Health & Beauty Reinvention
Procter & Gamble
Upshot*
OREO Cookies
OREO Mint Hot Chocolate at 7-Eleven
Mondelez International
Phoenix Creative Co.* 7-Eleven, Inc.
OREO Cookies
Target My OREO Creation
Mondelez International
Geometry (New York)* Geometry (Chicago)*
DIGITAL MEDIA SOLUTION
KeVita
KeVita 6 Seconds to Commerce
PepsiCo
The Integer Group* Ignited Havas Media Golin Futuristic Films
OREO Cookies
My OREO Creation
Mondelez International
Geometry (New York)* Geometry (Chicago)*
Nestlé
Nestlé Dia de los Muertos
Nestlé USA
Geometry (New York)* Geometry (Akron)*
MULTI-RETAILER PROGRAM MULTICULTURAL & LIFESTYLE SEGMENT SHOPPERSE-COMMERCE
Axe
Axe Start His Journey
Unilever
Team Unilever Shopper* Geometry* Mirum Shopper
Coffee-mate
Holiday Vote-A-Flavor
Nestlé USA
Geometry (New York)* Geometry (Akron)*
Pepsi
Pepsi Generations Summer Music
PepsiCo
TracyLocke*
OMNI-CHANNEL SHOPPER EXPERIENCE
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5 2019 EFFIE AWARDS / SHOPPER MARKETING
Coffee-mate
Holiday Vote-A-Flavor
Nestlé USA
Hershey
“Get Into the Spirit” with Hershey at Ahold
The Hershey Company
TPN Retail* Universal McCann The Kellogg Company Kraft Heinz Company
Jimmy Dean, Wright Brand Bacon, Sara Lee Frozen Foods
Made with Love Multi-Brand Platform
Tyson Foods
IN Connected Marketing*
OREO Cookies
Meijer OREO Cookies Holiday
Mondelez International
Geometry (New York)* Geometry (Chicago)*
SEASONAL/EVENT
SINGLE-RETAILER PROGRAM: DRUGSTORES
Procter & Gamble
Olay - Project Proof
Procter & Gamble
Hearts & Science*
Purina
Purina Salute to Service Dogs
Nestle Purina PetCare Company
Geometry (New York)* Geometry (Akron)* Mirum Triad Retail Media
Starbucks® Coffee
Starbucks®: The Case of the Missing Pumpkin
Nestlé Starbucks Coffee
Mosaic Shopper* Triad Retail Media
SINGLE-RETAILER PROGRAM: MASS MERCHANTS
European Wax Center
It’s Time to #AxThePinkTax
European Wax Center
SwellShark* Pereira & O’Dell* Laundry Service
Procter & Gamble
Go #2
Procter & Gamble
The Integer Group* MKTG Taylor Strategy Hearts & Science
Kleenex
Make Your Marks with Kroger & Kleenex
Kimberly-Clark
Geometry (New York)* Geometry (Chicago)*
RITZ Cracker
Lowes Foods Pair Your RITZ
Mondelez International
Geometry (New York)* Geometry (Chicago)* VaynerMedia
SINGLE-RETAILER PROGRAM: SUPERMARKETSSINGLE-RETAILER PROGRAM: OTHER
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Geometry (New York)* Geometry (Akron)*
6 2019 EFFIE AWARDS / SHOPPER MARKETING
FINAL ROUND JURYMODERATORBARRY ROBERTSPrincipal3S Marketing
KEITH ALBRIGHTLeader, Global Shopper3M
MATT BARRESIDirector, NA Brand Operations & Shopper MarketingProcter & Gamble
JONATHAN BIRDChief Retail & Commerce OfficerVMLY&R
VANESSA BUENOSr Director, MarketingLALA U.S.
APRIL CARLISLEVP, Shopper MarketingCoca-Cola
WHITNEY CLARKESVP & CMOThe Stop & Shop Supermarket Company
MARIE-AGNES DAUMASRetail & Shopper MarketingTerraCycle
JAMES DENMANExecutive Director, StrategyYARD NYC
RODGER DIPASCAGlobal Managing Director, Shopper CommsRed Fuse Communications
AMY DRAGLAND-JOHNSONSVPTriad Retail Media
CRAIG ELSTONGlobal CSOThe Integer Group
PEPPER EVANSVP, Product Strategy & Marketing, Walmart PartnershipCapital One
HEIDI FROSETHEVP, OmnicommerceEpsilon
PATRICK HARESr Director, Member DevelopmentPath to Purchase Institute
ELIZABETH HARRISCSOArc Worldwide
TERESE HERBIGPresidentPath to Purchase Institute
CARA KAHALYDirector, Shopper Science LabGSK
JASON KAPLANVP, SalesValassis Digital
JOSEPH LAMPERTIUSPresident & EVP, Practice LeadChaseDesign
KEVIN LEARYExecutive Director, CPGValassis Digital
SHARON LOVECEOTPN Retail
MICHAEL LOVEGROVEPresident & CCOTracyLocke
TINA MANIKASPresidentFCB/RED
JENNIFER MASONCustomer Director, Shopper MarketingMondelez International
SCOTT MCCALLUMCEOGeometry
MICHELE MCNAMARAVP, eCommerceChobani
LAURA MOSERBrand Launch Consultancies
SOCHE PICARDCEOArc Worldwide
JENNIFER REINERSr Director, Omnichannel Marketing & eCommerceDel Monte Foods, Inc.
MICHAEL RIVERACCO, NAThe Marketing Store
ADAM ROBERTSDirector, Solutions GroupValassis Digital
ARTHUR SEVILLAStrategy Lead, CPGPinterest
PRIYA SHENOYShopper Strategy & Solutions LeaderNestle Waters NA
ALLISON WELKERGeneral ManagerEdge Marketing
KIM YANSENVP, ValueMondelez International
PAMELA YOUNGExecutive Director, CPG SolutionsValassis Digital
DEBBIE ZEFTINGDirector, Shopper Strategy & EngagementBarilla
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7 2019 EFFIE AWARDS / SHOPPER MARKETING
Kris AbrahamsonVP, Client LeadershipThe Mars Agency
Christine AustinDirector, Shopper MarketingTime Inc. Retail
Dana BarbaAVP, Shopper MarketingCoca-Cola
Cathy BeansDirector, Global MarketingDellEMC
Jean Paul BittencourtSr Director, MarketingPepsiCo
Ashleigh BorchersCustomer Director, Shopper MarketingMondelez International
Andrea BrolinDirector, Shopper Marketing, WalmartPepsiCo
Shaun BrownSVP, Growth & InnovationMomentum Worldwide
Erin CampbellVP, Strategy & MediaSaatchi & Saatchi X
Sandy CarlsonDirector, Customer & Omnichannel Strategic InitiativesJohnson & Johnson
Doug ChavezEVP, Digital Commerce, NAGeometry
Rob CiaffaglioneDirector, eCommerceE.T. Browne Drug Co.
Henley CoulterSVP, General ManagerIN Connected Marketing
Michele CrowleySVPThe Integer Group
Sonia DalviSr Director, Shopper MarketingFresh Direct
Lela DavidsonVP, Acct Leadership & Client PartnershipSaatchi & Saatchi X
Steve DeLorezGroup Creative DirectorEDGE Marketing
Fran DiamondVP, Strategy DirectorArc Worldwide
Sabrina DiezExecutive Creative DirectorTracyLocke
Margie DorantesSr Manager, Shopper MarketingKeurig Dr Pepper
Aaron EllemanSr Director, Shopper MarketingThe Kellogg Company
Tamara ElliottSr Manager, Shopper Marketing, Brand StrategyTyson Foods
Mauriahh EsquivelVP, Group Creative DirectorSaatchi & Saatchi X
Matt FergusonEVP, Managing DirectorMower
Bryan ForbesVP, Strategic PlanningIN Connected Marketing
Gary FriedlanderEVPCollaborative Marketing Group
Meghan GarrityDirector, MediaStarcom
Karen GebhartSVP, Managing DirectorFCB/RED
Jason GeisGroup Creative DirectorBlue Chip Marketing Worldwide
Allyson GillSVP, Shopper MarketingTPN Retail
Jon GoynshorVP, Head of PartnershipsGeometry
David GravesDirector, Brand Strategy, Innovation & Insights, KFCYum! Brands
Patrick HareSr Director, Member DevelopmentPath to Purchase Institute
Cheryl HatfieldSVP, General ManagerGeometry
Ryan HemsingMarketing Director, SnacksSargento Foods
Jennifer HolahanSr Director, Shopper & Category Insights to ActivationPfizer Consumer Healthcare
Lisa HurstSVP, Acct MgmtUpshot
Nimisha JainVP, Strategy DirectorArc Worldwide
Laura JohnstonEVP, Executive Creative DirectorGeometry
Darrell JursaManaging DirectorOmnicom Retail Group
Jason KaplanVP, SalesValassis Digital
Amber KingSr Manager, Shopper MarketingKeurig Dr Pepper
Elana KippVP, Client ServicesIN Connected Marketing
Joseph LampertiusPresident & EVP, Practice LeadChaseDesign
Kevin LearyDirector, CPG & Shopper MarketingValassis Digital
Allysun LundyVP, AcctRed Fuse Communications
Anne MartinCustomer Director, Shopper MarketingMondelez International
Katie McElligottGroup Creative DirectorGeometry
ROUND ONE JURY
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8 2019 EFFIE AWARDS / SHOPPER MARKETING
Andrea McGovern GaloVP, Strategy & PlanningMirum
Stephen McGowanRVP, Shopper & Consumer ActivationMondelez International
Kathryn McGrathInnovation Manager, Trade & Shopper MarketingFerrero
Jared MeiselManaging Partner, Shopper MarketingTheory House
Tim MooreSVP, Group Creative DirectorEpsilon
Pamela MorrisroeEVP, Head of Client ExperienceGeometry
Alicia MosleyDirector, Shopper Marketing Tyson Foods
Courtney MurphyManaging DirectorTPN Retail
Stacey NachtalerDirector, Shopper MarketingPepsiCo
Holly OakesDirector, Customer MarketingTime Inc. Retail
Jennifer OlligesSVP, Director, Shopper MarketingMomentum Worldwide
Amie OwenVP, Partner, UM ShopperUniversal McCann
Carol PernikarExecutive Planning DirectorTracyLocke
Jay PicconattoMarketing Director, Shopper Marketing & eCommerceGeneral Mills
Cheryl PolicastroManaging Director, Strategy & InsightsTPN Retail
Mindy RickertCustomer Director, Shopper MarketingMondelez International
Bill RodiVP & General Manager, Shopper MarketingMosaic Shopper
Chris SarokaVPValassis Digital
Catherine SchiavoneSr Director, Shopper Marketing Programs, NAN Brands & Gatorade & PropelPepsiCo
Jawan SheppardVP, Mgmt DirectorFCB/RED
Greg SmithDirector Retail MarketingPartners+Napier
Mick SuhEVP, Commerce & Business DevelopmentSaatchi & SaatchiX
Pat TaflingerSVP, IntelligenceBlue Chip Marketing Worldwide
Esperanza TeasdaleSr DirectorPepsiCo
Ricardo TrejoVP, CreativeGeometry
Todd TurnerDirector, Member DevelopmentPath to Purchase Institute
Michelle WeedVP, Creative DirectorArc Worldwide
Tania WendtVP, Retail StrategyThe Marketing Store
Kristin YarioVP, Acct DirectorGeometry
Jennifer ZannelliVP, Enterprise SolutionsEnsembleIQ
ROUND ONE JURY
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