Institute Partners with Effie Worldwide for Shopper Marketing Effie Competition

Skokie, IL – The Path to Purchase Institute (formerly the In-Store Marketing Institute) and Effie Worldwide are proud to announce the expansion of awards for effectiveness in shopper marketing as part of the prestigious Effie Awards. Winners of the Shopper Marketing Effie Awards, produced by Effie Worldwide in partnership with the Path to Purchase Institute, will be honored at the 2012 Shopper Marketing Summit, which takes place April 16-18, 2012, at The Westin O’Hare in Rosemont, IL.Download the Entry Kit and other details here. “We feel it is important to recognize the phenomenal work of the companies and individuals who are blazing a new trail on the path to purchase in our industry,” said Peter Hoyt, CEO of the Path to Purchase Institute. “These awards — the first of their kind in shopper marketing — help celebrate the dramatic changes now reshaping many of the fundamentals of consumer product marketing.”The Shopper Marketing Effie Awards debuted last year with just two categories – one for manufacturers and one for retailers. Last year’s manufacturer winners were Saatchi & Saatchi X/Procter & Gamble's Gillette Fusion and Febreze, as well as JWT/OgilvyAction/Kimberly-Clark's U by Kotex. Walgreens/Arc Worldwide and Taco Bell/Draftfcb were winners on the retailer side.For more than 40 years, the Effie Awards have recognized and celebrated leaders and innovators in the marketing industry for their outstanding contribution to effective practices in advertising and marketing communications. The Shopper Marketing Effie Awards will focus on integrated campaigns that were specifically designed to engage the shopper and guide her purchase process toward a desired end result. The Shopper Marketing Effie Awards will debut with 15 categories. These will include a selection of categories dedicated to manufacturers as well as retailers and their respective shopper challenges.Eligible campaigns include those for single or multiple brands and/or retailers for a category solution, and all media channels are eligible for inclusion: mobile, TV, video displays, magazines, social media, sampling programs, in-store signage and displays, etc. Gold, Silver and Bronze awards will be given to the campaigns that best demonstrate how, driven by a true shopper insight, they effectively connected with the shopper, influenced her along the path to purchase and inspired her to make a purchase."The Effie Awards are reflective of what's happening in our ever-changing industry," said Mary Lee Keane, president of Effie Worldwide. "Creative Shopper Marketing strategies are an increasingly effective way to move the needle for sales, trial, awareness or a myriad of other concrete objectives which is why the Shopper Marketing Effie competition is so exciting."After brands and retailers submit their entries, the campaigns will undergo two rounds of rigorous evaluation from a jury of senior industry executives focused on identifying the industry’s most effective work. Winners in the Gold, Silver and Bronze categories will be presented at the Institute’s 2012 Shopper Marketing Summit on April 17, 2012 in Rosemont, IL and will be profiled in Shopper Marketing magazine.“The arrival of the Shopper Marketing Effie competition is perfectly timed with the surging demand for strategies to help shoppers make choices along the entire path to purchase — pre-store, in-store and at-shelf,” said Mary Sagripanti, senior director shopper marketing at Kraft Foods. “Shopper marketing is here and these awards give a look at who’s doing it best.”“Partnering with the Institute to bring the Shopper Marketing Effie awards program to life is aligned with our mission to educate and share our definition of effectiveness by spotlighting great ideas that work and by encouraging thoughtful dialogue about the ever-changing world of marketing communications,” adds Keane. “The Shopper Marketing Effie will bring to an even bigger audience of advertisers, retailers and agencies the most relevant, first-class insights into effective shopper marketing strategy.”The Institute, which also produces the annual Design of the Times Awards recognizing in-store activation tactics, is well positioned to partner with Effie Worldwide to launch a complementary program encompassing broader, more strategic efforts. The Institute’s Hoyt notes, “While the Design of the Times focuses on celebrating the creative tactics to engage customers inside the store, the Shopper Marketing Effie recognizes creative messaging coupled with the strategic use of integrated media along the entire path to purchase, resulting in highly effective campaigns focusing on the shopper and culminating at retail.”Hoyt further adds, “We believe that, by focusing the critical eye and unrivaled standards of the Effie Awards on the dramatically shifting strategies big brands are building around the shopper, this new award will showcase a strategic model of future success at retail.”The call for entries for the North American Shopper Marketing Effie Awards began on Sept. 12, 2011, and the submission deadline is Nov. 14, 2011. Entry forms, judging criteria and contest details are posted at www.effie.org/shopper_marketing_effies/overview2012. For questions regarding entering the Shopper Marketing Effie Awards, contact Stephanie Pulner, engagement manager at Effie Worldwide, at (212) 687-3280 extension 228, or spulner@effie.org. # # #About Effie WorldwideEffie Worldwide stands for effectiveness in marketing communications, spotlighting marketing ideas that work and encouraging thoughtful dialogue about the ever-changing marketing industry. The Effie network works with top research and media organizations worldwide to bring its audience relevant and first-class insights into effective marketing strategy via webinars, white papers, global conferences, winner showcases and more.The Effie Awards, known by advertisers and agencies globally as the pre-eminent award in the industry, recognize any and all forms of marketing communication that contribute to a brand’s success. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the Global Effie, the Euro Effie, the Middle East / North Africa Effie and more than 40 national Effie programs. For more details, visit www.effie.org. Follow @effieawards on Twitter for updates on Effie information, programs and news.About the Path to Purchase InstituteThe Path to Purchase Institute (formerly the In-Store Marketing Institute) is a global association serving the needs of retailers, brands and the entire ecosystem of solution providers along the path to purchase. Through a variety of platforms, the Institute engages, informs and empowers its members and the industry at large while fostering best practices and a deeper understanding of all marketing efforts and touch-points that influence and culminate in purchase decisions at retail.For more information about the Path to Purchase Institute, contact Steve Frenda or Maureen Macke at www.p2pi.org.

Institute Partners with Effie Worldwide for Shopper Marketing Effie Competition

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