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Top retailers and brands win shopper marketing awards


Photo: Neal Davies, president and CEO, Effie Worldwide, (left) and Amy Hahn, senior VP of marketing, Ahold, (right) present an Effie Award to Matthew Parry, senior director of marketing at Walmart and Haley Prowell, associate marketing manager at Walmart.

Procter & Gamble, Unilever, Walmart and CVS Health were among this year winners of Effie awards, which recognize excellence in shopper marketing.

The awards recognize retailers and suppliers for shopper marketing effectiveness and were presented at the 6th annual Effie event held in conjunction with the Path to Purchase Institute’s annual Shopper Marketing Summit. The Shopper Marketing Effie Awards honor work that showcases the best utilization of shopper insights that lead to effective engagements and activations with shoppers along their path to purchase.

“To earn a Shopper Marketing Effie, winners must have the insight, creativity and results, as each case study is scored and scrutinized by a team of experts from the retail, agency and brand side,” said Neal Davies, president and CEO of Effie Worldwide, who along with Ahold’s senior VP of marketing Amy Hahn, presented the awards.

“Given the highly organized and intense rigor by which all entries are judged, the Effie Awards program is one of the most prestigious in the world. This years' winners are astounding examples of effective shopper marketing and we are proud to play a role in identifying and recognizing the teams behind the work,” said Peter Hoyt, CEO and executive director of the Path to Purchase Institute.

Walmart and Unilever led this year’s competition, each winning four Effies. Procter & Gamble won three Effies (two partnering with Saatchi & Saatchi X, one partnering with Leo Burnett/Arc), while Kimberly-Clark and Mondelez International each won two Effie trophies. Saatchi & Saatchi, Geometry Global and Team Unilever Shopper were awarded the most Shopper Marketer Effies among agencies (4), followed by Starcom MediaVest Group and Leo Burnett/Arc (2).

Unilever won the most Gold Shopper Marketing Effie Awards (2) in the Shopper Experience and the Single-Retailer Program – Drugstores categories for “CVS Love Your Skin” for Unilever’s brands Dove, Vaseline and Simple. The team comprised of lead agency Team Unilever Shopper and contributing agencies Shopper2Buyer, Lunchbox and Barrows centered on skin health education, helping to build a broader, more intentional skin care regimen for women while leveraging each brand’s area of skin expertise. The campaign grew CVS’s share of the skin category to 5.7%, outpacing the rest of the market.

For more details on the winning entries and a list of all Effie winners, click here.

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