Shopper marketing leaders lauded at Effie event

Leading brands are retailers were recognized for their effectiveness in marketing communications Tuesday night in Chicago when the fourth annual North American Shopper Marketing Effie Awards were held at the Path to Purchase Institute’s annual Shopper Marketing Summit.

The Effies, short for effectiveness in marketing communications, recognize shopper marketing programs created by brands, retailers and agencies that are focused on shoppers. Winners are those who create integrated marketing campaigns specifically designed to engage the shopper and guide the purchase process towards a desired end result. Procter & Gamble led the competition, with five Effies, including two with its retail partner Walmart, while the three Effies won by Leo Burnett/Arc Worldwide was the most of any agency, followed by Draftfcb and Saatchi & Saatchi X with two.

“There’s a humanity and creativity to effective shopper marketing, moving beyond big data to create a sense of touch and emotion,” said Andy Murray, SVP of creative Walmart and chair of the 2014 North American Shopper Marketing Effie Jury. “Our jury set out to choose Shopper Marketing Effie winners that used the power of insights to drive ideas that are sustainable, not just one hit wonders.”

Procter & Gamble, Leo Burnett/Arc Worldwide and Starcom MediaVest Group won a Gold in the Manufacturer: Awareness/Trial category for the “Pantene Weather Program”, along with contributing agencies, Grey Group and DeVries Global. P&G landed another Gold in the Multi-Brand Shopper Solution category, with its retail partner, Walmart and agency partner, Saatchi & Saatchi X for “A Healthier You Starts with a Healthier Smile” for Crest Pro Health Toothpaste & Oral B Power Toothbrushes. “Effortless Meals by Coke and Walmart”, by Coca Cola and Draftfcb won a Gold in the Manufacturer: Single-Retailer Rollout category and a Bronze in the Manufacturer: Multi-Brand Shopper Solution category.

Target and Periscope won a Gold Shopper Marketing Effie in the Retailer: Seasonal/Event category for “Target Back to College After-Hours Shopping Events”. In the same category, Procter & Gamble, Walgreens and Leo Burnett/Arc Worldwide won a Silver for the “Walgreens/P&G - People's Choice Awards Program” with contributing agencies, One Three Media and Blue Chip Marketing Worldwide.

In the Manufacturer: Single-Retailer Rollout category, PepsiCo’s AMP Energy and Mekanism won a Silver Shopper Marketing Effie for “AMP Energy PowerDash”.

In the Manufacturer: Awareness/Trial category, American Express Canada and Ogilvy & Mather Toronto won a Bronze Shopper Marketing Effie for “Cloud 10 - Revitalizing the Airport as an acquisition channel” along with contributing agencies High Road Communications, Greater Toronto Airport Authority and Mindshare. Kimberly-Clark and Geometry Global (Chicago) won a Bronze Effie for “Cottonelle - Better Together” with contributing agencies Tris3ct, Ketchum, Mindshare and Biggs-Gilmore in the same category.

In addition, Bronze Shopper Marketing Effies were awarded in the Manufacturer: New Product/Service Introduction category to Procter & Gamble and Saatchi & Saatchi X for “Tide Pods Innovation at Walmart Shelf” and Procter & Gamble and Leo Burnett/Arc Worldwide for Vick’s “ZzzQuil Sleep-Aid”.

“From using location-specific forecasts from The Weather Channel to predict product solutions for good hair days to helping college students navigate life away from home, our Shopper Marketing Effie winners demonstrated creative, useful and effective solutions,” said Mary Lee Keane, President of Effie Worldwide. “Agencies, brands and retailers will learn from and be inspired these Effie-winning cases.”