A Newsletter for the Path to Purchase Institute
UPDATE
p2pi.org
August 2014
Members Take Center Stage at Minneapolis Expo
The World’s Largest Gathering of Shopper & Retail Marketing Professionals Makes Its Minneapolis Debut
Chicago, Ill. – In June, the Institute
unveiled its roster of speakers for the 2014
Shopper Marketing Conference & Expo.
This year’s event will take place Oct. 21-23
in Minneapolis, Minn., home to brand
and retail giants such as Target, Best Buy,
Supervalu, Land O’Lakes, General Mills
and more, plus a large creative community
of agencies and design experts supporting
these companies.
“Expo delivers world-class learning
on shopper marketing, incomparable
networking and the most unique, cuttingedge collection of path-to-purchase solution
providers in the exhibit hall,” says Peter
Hoyt, executive director and chief executive
officer at the Institute. “There is simply no
bigger or better shopper marketing event
anywhere.”
This year’s unrivaled educational lineup
features three in-depth symposiums,
two high-profile keynote addresses and
40 info-packed seminars delivered by
Institute members and other leading
industry professionals, covering the most
important topics in shopper marketing
including collaboration, big picture ideas,
understanding shopper demographics,
digitally integrated solutions, insights
to activation, best practices and retail
innovation.
“The Power of Three: The Key to
Branding, Selling and Considered Purchase
Shopping” presented by Institute members
The Integer Group, Michelin NA and LG
Electronics USA will explore the perfect
storm converging around considered
purchase shopping. The panel will discuss
new ways for brands and retailers to dive
deeper into the mindset of the complex
shopper.
A second symposium, “Insider’s Insights
on NextGen Digital Touchpoints on the
Path to Purchase,” will look at consumer
marketing trends from a venture capitalist
continued on the next page
Institute Members Dominate Expo Speaker Lineup
Andy Murray
Mark Addicks
SVP, Creative
SVP & CMO
Rachel Harris
Linh Peters
Director, National
Brand Activation
VP, Marketing
Craig Geiger
Stacey Ring-Sanders
Sr. Manager Shopper
Insights & Category
Solutions
VP, US Category
Management
Karl Meinhardt
Bryan Jones
VP, Social & Digital
Marketing
Sr. Director, PCB
Shopper Marketing
Symposiums
Three symposiums will kick off the
educational portion of the Expo on
Tuesday, Oct. 21. Each symposium is a halfday workshop designed to explore critical
industry issues affecting brand marketers,
retailers, agency professionals and other
solution providers.
Table of Contents
P. 2 Expo Event Planner
P. 5 Institute Faculty
P. 6 Institute News
P. 7 Best Read
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5
a supplement to
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2014 Shopper Marketing Conference & Expo
On Thursday, 2014 Shopper Marketing
Hall of Fame inductee Andy Murray, SVP,
Creative, Walmart, will deliver a keynote
addressing his perspective on developing
strategy for success in the omnichannel
retail environment entitled, “Evolving with
the Omnichannel Shopper.”
EXPO
EVENT PLANNER
Keynote Addresses
Wednesday, Oct. 22, 9:00 a.m. – 10:00 a.m.
From Corporate Social Responsibility to
Commerce: Collaborating to Drive Bigger
Shopper Results
Tracks
investment point of view. This panel,
moderated by Institute member Kim
Garretson of Realizing Innovation, will
inform attendees how they can make
smarter decisions for tracking the startups
and technological breakthroughs that may
affect their marketing programs.
Omnichannel shopper strategies is
the focus of the third symposium led by
Institute member Catapult. “Omnichannel
Shopper Strategies: The Future at Walmart,
Target, Amazon and All Retail” will include
in-depth analysis of these retailers and their
tactics for connecting with the evolving
omnichannel shopper.
Keynote Addresses
Powerhouse keynote addresses will set the
tone for the entire show in Minneapolis.
Institute member Mark Addicks, SVP
& CMO, General Mills and Maryam
Banikarim, SVP & CMO, Gannett
Co., will open the show on Wednesday,
Oct. 22 by explaining how social
responsibility combined with commerce
delivers outstanding shopper marketing
results and benefits for the community
in their presentation entitled, “From
Corporate Social Responsibility to
Commerce: Collaborating to Drive Bigger
Shopper Results.”
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Institute Update | p2pi.org
Expo’s nine-track lineup covers a wide
variety of topics designed for brand
manufacturers, retail executives, agency
professionals and solution providers alike.
Forty seminars presented by more than 75
expert speakers – including the Institute
faculty who have received superior ratings
from audience members at recent Institute
events – cover the most important topics
in retail marketing: Collaboration,
Digitally Integrated Solutions, Insights
to Activation, Leveraging Mobile &
Social, Retail Innovation, Seeing the Big
Picture, Shopper Marketing Best Practices,
Shopper Marketing Beyond CPG and
Understanding Your Shopper.
Multidisciplinary Solutions in the
Exhibit Hall
The event’s conference and exhibit hall
format is designed to help bridge the gap
between knowledge and execution. In
addition to the educational seminars,
the Expo show floor will host over 130
exhibitors offering a wide variety of tools,
ideas and expertise to serve as a catalyst for
successful shopper marketing strategies.
This year, there will be docent-led tours
specifically crafted for brand manufacturers
and retail executives to learn quickly what
is hot, trending and new on the show floor.
Design of the Times Gallery
The Design of the Times Gallery showcases
the finalist entries in the Design of the
Times competition which celebrates the
most effective in-store activation tactics,
displays and campaigns in eight retail
channels. Winners will be announced on
Wednesday, Oct. 22 during a reception and
ceremony event. 
To register for Expo, visit
www.ShopperMarketExpo.com
Thursday, Oct. 23, 9:00 a.m. – 10:00 a.m.
Evolving with the Omnichannel Shopper
Symposiums
Tuesday, Oct. 21, 1:00 p.m. – 4:30 p.m.
The Power of Three: The Key to Branding,
Selling and Considered Purchase Shopping
Presented by:
The Integer Group
LG Electronics USA Inc.
Michelin North America
Insider’s Insights on NextGen Digital
Touchpoints on the Path to Purchase
Presented by:
Realizing Innovation
Chicago Ventures
Pritzker Group
Drive Capital
Omnichannel Shopper Strategies: The Future
at Walmart, Target, Amazon and All Retail
Presented by:
Catapult
Seminars
Wednesday, Oct. 22, 8:00 a.m. – 3:45 p.m.
Thursday, Oct. 23, 8:00 a.m. – 3:45 p.m.
Exhibit Hall
Wednesday, Oct. 22, 10:00 a.m. – 5:00 p.m.
Thursday, Oct. 23, 10:00 a.m. – 4:00 p.m.
Design of the Times Gallery
Wednesday, Oct. 22, 10:00 a.m. – 4:00 p.m.
Thursday, Oct. 23, 10:00 a.m. – 4:00 p.m.
Design of the Times Awards
Reception & Ceremony
Wednesday, Oct. 22, 4:30 p.m. – 6:30 p.m.
Co-Chairs’ Reception &
Cocktail Party
At the Millennium Hotel Minneapolis
Wednesday, Oct. 22, 5:30 p.m. – 8:00 p.m.
2014 Shopper Marketing Conference & Expo
Design of the Times Finalist
Entries Showcased in Gallery
Chicago, Ill. – Finalist entries from the Design of the Times Awards Competition will
once again be on display in the Design of the Times Gallery at the Shopper Marketing
Conference & Expo.
The annual competition celebrates the most creative and effective in-store activation
tactics, displays and campaigns. Consumer product manufacturers, retailers, agencies,
POP design firms, package design firms, as well as a variety of path-to-purchase companies
working with digital, mobile, coupons, events, sampling and other media submitted entries
in a variety of retail channels.
Only those entries eligible for platinum, gold, silver, bronze or “Best of the Times”
awards will be displayed in the Gallery. Most entries are fully merchandised and set up to
mimic a true in-store setting.
Design of the Times Gallery Hours
Wednesday, Oct. 22, 10:00 a.m. – 4:00 p.m.
Thursday, Oct. 23, 10:00 a.m. – 4:00 p.m.
Entrance to the Gallery is free for all registered Expo attendees.
Design of the Times Awards Reception & Ceremony
Wednesday, Oct. 22, 4:30 p.m. – 6:30 p.m.
Keynote Theater/Design of the Times Gallery at the Shopper Marketing
Conference & Expo, Minneapolis Convention Center
In the Gallery on Oct. 22 from 4:30 – 6:30 p.m., cocktails and hors d’oeuvres will be served
during the reception preceding the awards ceremony in the Wetzel Brother’s Keynote
Theater at the Shopper Marketing Conference & Expo. Hundreds of industry leaders
will be in attendance to see who will become a Design of the Times winner. Everyone is
welcome to attend. Tickets can be purchased when registering for the Shopper Marketing
Conference & Expo at www.ShopperMarketExpo.com. 
Special Who’s Who Breakfast Presentation
Digital Shopper Marketing Education for Who’s Who Executives
Shopper Marketing magazine’s 2014 Who’s Who executives are being invited to a special
breakfast presentation on Wednesday, Oct. 22 at the Shopper Marketing Conference &
Expo. Hosted by DataXu and a panel from The Mars Agency, Nsight Connect, Hormel
Foods, General Mills and SC Johnson, this exclusive seminar entitled “The New Path to
Purchase: Using Digital to Close the Loop,” will offer best practices for bridging shopper
marketing strategies both digitally and offline, discuss how top shopper marketing agencies
are collaborating with full service agencies for improved client results, and explore how to
improve the effectiveness of shopper marketing efforts with and without coupons.
The Who’s Who is an exclusive group of leaders who have been recognized by
Shopper Marketing magazine as influential trend-setters in their respective fields of
shopper marketing, digital shopper marketing, insights, shopper marketing agencies and
merchandising.
In addition to the Who’s Who group, a limited number of seats are available for
other Expo attendees on a first-come, first-served basis. Tickets may be purchased when
registering for Expo at www.ShopperMarketExpo.com. 
Executives recognized in Shopper
Marketing magazine’s Who’s Who
series are invited to attend as guests
of the Path to Purchase Institute.
Brought to you by:
Institute Update | p2pi.org
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2014 Shopper Marketing Conference & Expo
Four Years Running for Retail
Academy ‘Collaboration Zone’
Successful retailers and brand marketers
must work together to develop and
execute mutually beneficial strategies
at retail in order to enhance chances
of success in today’s dynamic and
competitive retail marketplace. To help
meet this challenge, the Retail Academy at the Shopper Marketing Conference & Expo
will again provide one of the most collaborative environments available.
The Retail Academy is a special industry initiative offering retailers and their
manufacturer partners a place to talk one-on-one in a “neutral zone,” free from competing
organizational conflicts, difficult schedules and limiting formality. For the fourth year in a
row, this space at Expo enables retailers to collaborate and more fully leverage the power of
shopper marketing.
This October, the Institute will invite senior-level marketing, merchandising, digital and
insights executives from more than 40 leading retail chains to participate in this exclusive
opportunity including: Ahold, Brookshire Grocery, CVS/pharmacy, Dollar General,
Family Dollar, Food Lion, Hannaford Supermarkets, H-E-B, Home Depot, Kroger,
Meijer, OfficeMax, Peapod, Price Chopper, Raley’s Supermarkets, Roundy’s Supermarket,
Safeway, Sears, Spartan Nash, Staples, Target, Unified Grocers, Wakefern, Walgreens
and Walmart.
The Retail Academy is sponsored by:
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Institute Update | p2pi.org
Professional
Development Initiative
to Launch in 2015
Called the Path to Purchase Leadership
University, this new advanced learning
initiative will allow the Institute to
extend its service and support to its
members into the area of structured
professional development.
Through the P2P Leadership U, the
Institute will offer a catalog of courses
developed and delivered to the highest
instructional standards. These courses
will be designed to help individuals
quickly build the core knowledge and
skills needed to become successful
in their roles in any job that touches
on the path to purchase. While
courseware and other elements of the
University are still being designed, the
curriculum will cover the full spectrum
of skills and knowledge needs that have
been identified by Institute members
over the past few years – from basic
Shopper Marketing 101 type courses
to more advanced professional training
around Integrated Shopper Marketing
Planning & Measurement to Principles
of Shopper Engagement.
The Institute is excited to fulfill
this industry need and to support its
membership with another focused,
exclusive benefit. Look for more
details to be announced at the Shopper
Marketing Conference & Expo in
October. 
Institute Faculty
Congratulations to New Institute Faculty Members
The Path to Purchase Institute is pleased to announce the following shopper marketing professionals have been named to the Institute’s Faculty Program:
Wendy Liebmann
WSL/Strategic Retail
Drew Allen
The Coca-Cola Co.
Chris Almeida
Safeway Inc.
Lindsay Baish
Saatchi & Saatchi X
Janet Barker-Evans
Ryan Partnership
Tara Bartelt
The Coca-Cola Co.
Brad Black
Arc Worldwide
Heather Bullington
Catapult
Rachel Chambers
Starbucks Coffee Co.
Frank Flurry
Saatchi & Saatchi X
T. Gill Fuqua
Tyson Foods
Bryan Gildenberg
Kantar Retail
Alex Gourlay
Walgreen Co.
Mike Hornigold
The Coca-Cola Co.
Andy Murray
Walmart Stores Inc.
Kristen O’Hara
Time Inc. Retail
Jennifer Romano
Catapult
Jim Rose
CROSSMARK
Aaliyah Shafiq
The Coca-Cola Co.
Kevin Sidell
Kellogg Co.
Michael Tilley
Mondelez International
Distinguished Faculty Member
Wendy Liebmann, WSL/Strategic Retail
Faculty Members
Drew Allen, The Coca-Cola Co.
Chris Almeida, Safeway Inc.
Jonathan Asher, Perception Research
Services (PRS)
Lindsay Baish, Saatchi & Saatchi X
Janet Barker-Evans, Ryan Partnership
Tara Bartelt, The Coca-Cola Co.
Ken Bausch, World Kitchen
Brad Black, Arc Worldwide
Heather Bullington, Catapult
Rachel Chambers, Starbucks Coffee Co.
Darryl Daoust, Ryan Partnership
Karen Doan, Tyson Foods
Nathan Evans, MESH Planning
Frank Flurry, Saatchi & Saatchi X
T. Gill Fuqua, Tyson Foods
Jeremy Geiger, Retailigence
Bryan Gildenberg, Kantar Retail
Alex Gourlay, Walgreen Co.
David Haubert, The Partnering Group
Scott Hendrickson, PayPal Media Network
Bill Hildebolt, EXPO Communications
Mike Hornigold, The Coca-Cola Co.
Lisa Hurst, Upshot Inc.
Kelly Jones, Microsoft
Brian Kittelson, Kellogg Co.
Jill Kristle, ConAgra Foods Inc.
Bryan Leach, ibotta
Dustin Lehner, Mars Petcare
Jon LeMire, Collective Bias Inc.
Tina Manikas, FCB/RED
Holly Manners, Catapult
Carl D. Marci, M.D., Innerscope Research Inc.
Shawn Millerick, Alcon
Curt Munk, FCB/RED
Andy Murray, Walmart Stores Inc.
Jeff Nowak, Rocketman Digital
Kristen O’Hara, Time Inc. Retail
David Painter, Lunchbox
Brian Pugh, Meijer Inc.
Josh Rateliff, Saatchi & Saatchi X
Joe Robinson, Catapult
Jennifer Romano, Catapult
Jim Rose, CROSSMARK
Manuel Rosso, Scripps Networks
Aaliyah Shafiq, The Coca-Cola Co.
Kevin Sidell, Kellogg Co.
Danny Silverman, Clavis Insight
Michael Tilley, Mondelez International
Faculty members have spoken at a minimum of one Institute event and have earned an audience rate of >3.2/4.0 among attendees. For more information about
the Institute’s Faculty Program, please contact Ronit Lawlor at (773) 992-4415 or at [email protected]. 
Institute Update | p2pi.org
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Institute News
Making the Most of
Your Membership
Do you have questions about how to best utilize your
Institute membership or would you like suggestions for
becoming more involved with the Institute community?
Then take a few minutes to speak with Cindy Hahn,
the senior coordinator for member services at the Path to
Purchase Institute.
For the past four years, Cindy has been helping members
navigate the website, improve their advanced search techniques, update their membership
rosters, learn more about Institute events and more. She is the go-to person for assistance
with all the parts and pieces of member benefits and can explain the content and
opportunities available through the Institute.
MEMBERS
IN THE NEWS
Tim Moore, formerly vice president, creative
director for Draftfcb (now FCB/Red), has
joined Ryan Partnership as senior vice
president, group creative director, based
in Chicago.
Rosanne S. Olken, formerly senior manager
of insights at Unilever, recently joined
L’Oreal’s New York office as the director
of shopper insights.
Two of the most commonly asked questions are:
Q: My login isn’t working.
A:Let’s try resetting your password:
1. Go to p2pi.org
2. Click on Help, I don’t remember! above the password box.
3. Enter your email address associated with your P2PI account.
4. Further instructions will be sent to you via email.
Neptune Retail has hired Sinead Tully as an
account manager in its Chicago office.
Catapult has named Scott Caldwell as
the senior vice presidet to be based in
Bentonville, AR.
Target Corp., has replaced Tony Fisher with
15-year company veteran Mark Schindele.
Q: I wasn’t able to attend the website training. Can I reschedule?
A:For those of you who are not familiar, 30-minute training sessions are held twice
a month to help members understand how the information is organized on the
p2pi.org website and how to navigate the data and images more effectively. Please visit
p2pi.org/training to see upcoming dates and to register for one of these free
training sessions.
If you have other questions or need further assistance,
call Cindy at (773) 992-4414 or email [email protected].
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Institute Update | p2pi.org
Lynn Caiger was recently named the new
shopper marketing lead at Unilever Canada.
Please send member news announcements
to [email protected].
Site Traffic
Best Read on the Institute Website
The Path to Purchase Institute’s most viewed articles from the past few months are listed below. To view the articles, type the headline into the search box on
www.p2pi.org and select “sort by relevance.”
Target Women While They Wait
A study from Time Inc. and Nuance
Digital Marketing finds that women
are open to brand engagement via
smartphones during the 90 minutes of
“down time” they spend waiting each day.
Marketing Toolbox
The Hub ‘Top 20’ Shopper Marketing
Rankings for 2014
The Institute’s coverage of The Hub’s
annual survey of excellence in shopper
marketing again includes links to our own
reporting on the marketing activity among
the top product manufacturers.
 Field Reports
Safeway, P&G ‘Complete the Cycle’
in Laundry
Safeway chains on both the West and East
coasts enhanced the laundry care aisle
with a category management system from
Procter & Gamble.
Ahold Names Names in Private Label Push
Ahold USA’s Stop & Shop, GiantLandover and Giant-Carlisle launched an
aggressive “Buy Theirs, Get Ours Free”
program positioning private-label products
as national-brand equals.
Special Reports
Who’s Who in Digital Shopper
Marketing 2014
Shopper Marketing recognizes 125-plus
professionals who are helping 75-odd
retailers and manufacturers develop new
strategies to deal with the changing path
to purchase.
Working With Agencies
This special report examines the evolving
nature of the agency-client relationship
via interviews with Shopper Marketing
Hall of Famers and other leading industry
executives.
Lecture Hall
Activate Emotions Across a Changing
Path to Purchase
Time Warner Global Media Group’s
Kristen O’Hara and Campbell Soup Co.’s
Olin Hoover join with Dr. Carl Marci
of Innerscope Research to discuss how
biometric monitoring can help pinpoint
emotional responses to various forms of
advertising.
How to Survive and Thrive in the
Showrooming World
Best Buy’s Chris Brandewie, Procter &
Gamble’s Lynn Neal and MarketingLab’s
Rich Butwinick offer some candid ideas
on how retailers and brands can use
technology and customer service to turn
showrooming into a sales advantage.
Research
Data-Driven Shopper Marketing, Part 1:
Digital Shopper Marketing 5.0
A research report produced in
collaboration with Catapult looks at how
digital shopping tools and social media are
affecting the purchase decisions of 1,400
respondents to a consumer survey.
OASIS Report: Holiday Digital
Advertising Activity
The Institute’s Online Advertising Survey
& Insights Service examines digital
advertising trends during the 2013 winter
holiday season.
 Case Studies
Effie Case Study: Target Back-to-College
Shopping Events
Target thought way outside its big box
to lure new college students to stores by
hosting “Target After-Hours Shopping
Events” during welcome week at 40 key
schools across the U.S.
Effie Case Study: ‘Effortless Meals’
at Walmart
Learn how Walmart and Coca-Cola won a
gold 2014 Shopper Marketing Effie Award
by helping time-starved moms assemble
easy meals for their families. 
Institute Update | p2pi.org
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Institute Event Planner
Oct. 21-23, 2014, Shopper Marketing Conference & Expo • Minneapolis Convention Center • Minneapolis, MN •
www.ShopperMarketExpo.com
A three-day educational conference and tradeshow dedicated to integrating the wide variety of solutions, tools and expertise needed
to influence decision-making along the entire path to purchase.
Oct. 22, 2014, Design of the Times • Minneapolis Convention Center • Minneapolis, MN • www.dot-awards.com
The leading industry awards competition and ceremony held in conjunction with the Shopper Marketing Conference & Expo that
celebrates the most effective in-store activations, displays and campaigns and recognizes their critical role in any successful shopper
marketing initiative.
Dec. 10-11, 2014, League of Leaders Meeting • The Westin O’Hare • Rosemont, IL
to be placed
on white
background
to be placed
n institute blue
background
Throughout 2014, I-Seminars • Industry webinar presentations. See the website for topics and schedules.
www.p2pi.org/iseminars
March 16-18, 2015, Shopper Marketing Summit • Renaissance Schaumburg Convention Center Hotel • Schaumburg, IL •
www.ShopperSummit.com
The most empowering senior-level conference where experts share knowledge and best practices to help brands and retailers
achieve success along the path to purchase.
March 17, 2015, Hall of Fame Induction • Renaissance Schaumburg Convention Center Hotel • Schaumburg, IL •
www.ShopperSummit.com
An induction ceremony held in conjunction with the Shopper Marketing Summit honoring the shopper marketing industry’s
best and brightest.
March 17, 2015, Shopper Marketing Effie Awards • Renaissance Schaumburg Convention Center Hotel • Schaumburg, IL •
www.effie.org
Produced in partnership with Effie Worldwide and held in conjunction with the Shopper Marketing Summit, the Effies honor
outstanding strategic shopper marketing campaigns that engage the shopper and guide her purchase process.
8550 W. Bryn Mawr Ave., Ste. 200
Chicago, IL 60631
ph (773) 992-4450 • fx (773) 992-4455
www.p2pi.org
Executive Director & CEO – Peter W. Hoyt (x 456)
Senior Coordinator – Administrative Services – Ann Estey (x 448)
Managing Director – Content – Peter Breen (x 431)
Manager - Member Development – Quan Tran (x 464)
Managing Director – Member Services & Events – Maureen Macke (x 413)
Senior Coordinator – Member Services – Cindy Hahn (x 414)
Managing Director – Strategy & Business Development – Steve Frenda (x 461)
Managing Editor – Patrycja Malinowska (x 435)
Associate Director – Website Development – Rob Mahoney (x 434)
Associate Editors – Emily Hatton (x 433), Cyndi Loza (x 439),
Samantha Nelson (x 436)
Director of Education – Ronit Lawlor (x 415)