1. As seen in
p2pi.org
IN SHOPPER MARKETING Agencies
JWT/OGILVYACTION
Sheila Hartnett, Chief Executive Officer
Sheila Hartnett says she has learned to really at the edge of things.’ ”
think about subsequent generations of To promote a New Balance
shoppers and what is happening culturally store opening in New York’s
– from her days as a sales associate in the Manhattan borough, Ogilvy-
Procter & Gamble paper products division Action created a game that
in the 1970s to CEO of JWT/OgilvyAction. was downloadable after scan-
Like others of her generation, Hart- ning QR codes. Announce-
nett is not assumed to be able to master ments on Twitter and Face-
today’s personal technology – PCs and book divulged the locations
smartphones and tablets. But Hartnett of digital “batons” placed
says she recognizes that she needs to throughout New York each
know what those subsequent genera- day for a month; players could
tions know as digital takes a bigger role in nab the batons by coming
shopper marketing. within 100 feet of them, but
Her children are “digital natives,” and other players could locate ba-
increasingly so are the people who work ton holders and steal them if
for and with her. For instance, as she they got close enough. Baton
guides her agency’s current project on holders could visit the new
global sustainability with Unilever and store and trade them for a pair Photo by Steve Hockstein
Walmart, the person she’s working most of shoes, and the person who
closely with on a digital application is just collected the most batons in
two years out of college. the month won a solid gold baton worth in the 1980s, when she led a group that
$20,000. changed the way Target sold cosmetics.
“New Balance has always “Good shopper marketing is always
“ If you look at retail marketing ... been about running,” Hart- grounded in insights around what we call
it’s changing overnight because of the nett says. “We wanted to go the four truths – the brand, the shopper,
back to the heritage, and at the retailer and the moment, which is re-
marketers’ and retailers’ access to data.” the same time show how ally what’s happening culturally,” she says.
futuristic and technologi- “If you look at retail marketing, there are
“I’ve been initiated through my kids, so cally savvy New Balance is. We worked on so many things that haven’t changed in 20-
now when I see really smart folks in their an out-of-store campaign to drive people plus years, but now it’s changing overnight
20s who are true digital natives, I love to into the store, and combined it with expe- because of the marketers’ and retailers’ ac-
pick their brain and I love to hire them,” riential and digital activation out-of-store cess to data. With the whole data and tech-
she says. “And I’m usually the one saying, ‘I and in-store.” nology revolution, the retailers have been
don’t care whether they’ve got seven years Hartnett says she hasn’t forgotten ahead of the brands, which is very different
experience, they’re brilliant and they’re what she learned in her days with Revlon from any other change I’ve seen.”
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