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Shopper Marketing Conference 2014 agenda

Targeting the Shopper: The Future of Promotional Marketing


IPM Shopper Marketing Conference 2014
April 29 2014
30 Euston Square
London NW1 2FB


Arrival and coffee



Graham Temple, Vice Chairman, IPM

9.35 – 9.50

Introduction by Conference Chair

Darren Keen, Managing Director, MARS London

Darren will provide a flavour of what the different speakers will cover and also what is expected of the audience. He will highlight the hot topics in Shopper Marketing, including the need for better collective research and insight, measurement of effectiveness, ‘big data’, the huge significance of mobile and the importance of better targeted campaigns.

9.50 – 10.20

Key note speech: Coca-Cola’s vision for shopper marketing

Simon Miles, Digital Director of Coca-Cola Enterprises and former Associate Director, Grocery

Simon will outline how Coca-Cola approaches Shopper Marketing and how it sees online and mobile as key platforms for growth. He will also explore how Coca-Cola uses technology to engage consumers and support promotions.

10.20 – 10.40

Shopper marketing: the strategic imperatives

Christine Edwards, Co-Founder, Big River

Category management and shopper expert Christine will explore how Shopper Marketing should be integrated into a company’s overall marketing plan, how marketing and sales/commercial teams need to work together and optimum strategies for dealing with retailers.

10.40 – 11.05

Brand focus: Heinz

Tracey Rogers, Shopper Marketing Development Manager, HJ Heinz

Tracey has a long career at Heinz, working on retailer relationships, category management and shopper marketing. She will explore Heinz’ approach to the discipline using the latest Full of Beans campaign as an example.

11.05 – 11.25

Coffee break

11.25 – 11.45

What shoppers really think…

Danielle Pinnington, Founder, Shoppercentric

To market to shoppers effectively, you need to understand their perspective on shopping. Danielle Pinnington of research agency Shoppercentric explores: key shopper trends; how habits and needs are changing; and frameworks for brands and retailers to consider when planning shopper campaigns.

11.45 – 12.05

Brand focus: Grant’s Whisky

Oliver Dickson, Senior Brand Manager, Grant’s Whisky and Gideon Aroussi, Senior Planner, Bray Leino

How fundamental insights into the Grant’s target shopper – most of whom are older women with strong family values buying for husbands/partners – and the distillery’s own family values informed the brand’s marketing.

12.05 – 12.25

Brand focus: Samsung

Tony Eames, Head of Indirect Retail Operations, Samsung UK

Tony will explore how Samsung aims to build long term and profitable relationships with retailers and shoppers through the provision of unique and innovative platforms based on real insights into what people want.

12.25 – 12.45

Exploiting the retailer calendar

Anthony Donaldson, Planning Director, Haygarth

The calendar is now chock-full of events when retailers and brands look to create additional shopper footfall and sales. From Christmas, Easter and Halloween to Black Friday, Red Nose Day and Movember – not forgetting the World Cup – these are occasions to entice and inspire the shopper. But how can brands and retailers best capitalise on these opportunities?

12.45 – 13.45


13.45 – 14.05

Mobile… it’s good!

Alex Meisl, Chairman, Sponge

Alex, founder of digital agency Sponge, IPM Board Director and also ex-UK Chairman of the Mobile Marketing Association, explores how the next generation of technologies and gadgets will impact Shopper Marketing.

14.05 – 14.25

Brand building at the first moment of truth

Sarah Green, Managing Director of Dialogue London and Shopper Lead Team P&G EMEA, and Jesper Wiegandt, ex-P&G Marketing Director

Shopper marketing pioneer P&G takes the approach that all communication efforts ultimately come down to the single moment the shopper decides to buy a product or not – the ‘First Moment of Truth’. Sarah and Jesper will reveal best practice principles of brand building at FMOT, including using genuine insights to grab the shopper’s attention, building on what’s been heard before from the brand and getting retailer buy-in. They will explore who’s getting it right through a range of activation examples and case studies.

14.25 – 14.45

Channel focus: Door Drops

Mark Davies, Managing Director, TNT Post (Door Drop Media) Ltd

Shopper Marketing arguably begins in the home, where 21% of purchasing decisions are made. Yet nothing like that proportion of marketing budget goes on engaging the consumer in this incredibly responsive environment. Doordrop media engages targeted consumers at the start of the path to purchase. Mark Davies showcases how the latest data analysis and targeting techniques underpinning couponing and innovative opt-in sampling solutions can deliver outstanding results for brands.

14.45 – 15.10

Brand Focus: Unilever

Jon Walbancke, Shopper Marketing Manager, Unilever and Becky Jackson, Group Business Director, MARS London

Jon and Becky will go through Unilever’s approach to Shopper Marketing using Flora as an example, exploring recent campaigns designed to re-engage mums and position the brand as an ally in the drive to do the best for the family.

15.10 – 15.30

Coffee break

15.30 – 15.50

Shopper Marketing – the future

Dan Wagner, Chairman and Chief Executive Officer, Powa Technologies

Tech entrepreneur Dan Wagner created online information service M.A.I.D in 1984 and then Venda, the world’s largest independent e-commerce platform, in 1998. His latest venture, Powa, offers solutions including PowaPOS, which turns smartphones into mobile cash tills, and PowaTag, which lets people buy things by scanning print or TV ads or even physical items with a mobile phone.

15.50 – 16.10

In Store WiFi – Why do it?

Graham Cove, Head of Digital, EE

Pioneers of in-store WiFi installed it to attract customers into their stores – but now it is being used as a powerful tool for promoting to customers and for gaining genuine insights.

16.10 – 16.30

Why mobile is the only constant in ‘Everywhere Commerce’

Carl Engelmarc, Chief Executive Officer, and Graham Halling, Commercial Director, Shopitize

Carl and Graham will explore how mobile is becoming omnipresent in shopper marketing and how it can be used to drive engagement and loyalty through targeted communications and promotional offers.

16.30 – 16.45

Chair’s round-up and sign off

16.45 – 18.00

Post-event networking cocktails