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SHOPPER MARKETING / WINNERS & FINALISTS AWARDS UNITED STATES ® Effie is a registered trademark / service mark of Effie Worldwide, Inc. Proudly sponsored by: In partnership with:
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SHOPPER MARKETING / WINNERS & FINALISTS

AWARDSUNITED STATES® Effie is a registered trademark / service mark of Effie Worldwide, Inc.

Proudly sponsored by:In partnership with:

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.

Proudly sponsored by:In partnership with:

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

Proudly sponsored by:In partnership with:

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

Proudly sponsored by:In partnership with:

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

Proudly sponsored by:In partnership with:

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

Proudly sponsored by:In partnership with:

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

Proudly sponsored by:In partnership with:

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

Proudly sponsored by:In partnership with:


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