The Hub 'Top 20' Shopper Marketing Rankings for 2014

To read the full report, click on the Attached file at upper right.This is the seventh year for The Hub annual survey of excellence in shopper marketing, and as is usually the case, it marked a number of ‘firsts.’ This year was the first time we had a tie at the top of the list, on the ‘brand marketer’ side. It was also the first time a retailer made the list.These results may stem from yet another first: the first time the rankings were based on factors other than a survey alone. Traditionally, agencies have evaluated clients and vice-versa against 13 criteria deemed critical to excellence in shopper marketing via an online survey. While this remains the central feature of The Hub Top 20, it now counts for just 50 percent of the outcome, with the balance based on additional, qualitative data.Specifically, the cumulative results of the first three years of The Hub Prize competition for excellence in the brand experience, which includes shopper-marketing campaign entries, counted for 25 percent of the rankings. Verbatim comments from survey respondents counted for another 25 percent.Our goal is to provide a more holistic picture, one that tempers the nuts-and-bolts capabilities of shopper marketing with the real-world quality of the resulting work itself, as well as that of working relationships between clients and their agencies.With that, we congratulate Kimberly-Clark and Unilever, co-winners on the brand marketer side, and Catapult on the agency side, for earning the number one spots at the top of the 2014 Hub Top 20. This is the second year at the top of the list for Catapult. Kimberly-Clark moved from third in 2013 to the first-place tie this year. Unilever moved from eighth to the top of the list, an impressive ascent.Completing the list of the top 10 agencies are The Mars Agency, Geometry Global, TracyLocke, FCB/RED, TPN, Arc Worldwide, Match Marketing Group, IN Marketing Services and Hunter Straker. Rounding out the top 10 among brands are ConAgra, Procter & Gamble, Clorox, Campbell Soup Co., M&M Mars, Hershey’s, PepsiCo, Coca-Cola and Kraft Foods.Bubbling just below the top 10, at #11, is Walmart — the first retailer ever to make The Hub Top 20. This underscores the important point that shopper marketing can be driven by retailers, and often is, in partnership with brands and agencies. This comment from a survey respondent emphasizes how much things are changing relative to retailers and shopper marketing:"While many think that Walmart is a hard-edged price-only retailer, it could not be further from the truth. They are insights-based, brand-aware, seeking products and approaches to grow brands, not switch brand share and grow categories. They touch every manufacturer and do so in a collaborative way when warranted."This is exciting to see and read. It is further worth noting that Kroger and Target also received votes, albeit not enough to make The Hub Top 20 — at least for now. Congratulations to all those who made this year’s list for performing well enough to be recognized by your partners.To read the full report, click on the Attached file at upper right.The Hub Top 20 Brand Marketers 2014Click for more information about each company. Kimberly-Clark and Unilever (tie)ConAgra FoodsProcter & GambleCloroxCampbell Soup Co.M&M MarsThe Hershey Co.PepsiCoThe Coca-Cola Co.Kraft FoodsWalmartColgate PalmoliveBacardiBarilla GroupNewell RubbermaidNestleEnergizer HoldingsPost FoodsThe Hillshire Brands Co.Reckitt Benckiser

The Hub 'Top 20' Shopper Marketing Rankings for 2014

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