The Evolving Role of the Shopper Marketing Agency

Date & Time

Wednesday, November 13, 2019, 12:15 PM - 1:00 PM


The role of agencies is changing dramatically as the landscape has changed.  From new technologies and the need for speed force brands and retailers to become more nimble than ever. Data-Driven Planning, Digital Communication, Artificial Intelligence, Automation and other new tools give brands innovative ways to engage with shoppers is requiring different needs and solutions from their partner agencies.  Additionally, the dynamic evolving retail/customer landscape requires a different type of support and solutions and agency needs and requirements.

All of this, coupled with the zero-based budgeting and limited resources means everyone needs to be working harder, smarter and more efficiently.  Shopper marketing industry veteran Steve McGowan, RVP at Mondelez International, will lead a panel of his agency partners in exploring the new role that shopper marketing agencies should play, including: 

  • Responsibilities in digital, social, data analytics and other new practice areas.
  • Best practices for driving integrated solutions for brands through collaboration. 
  • Working together to identify new areas of brand growth.
  • How each play a critical role in Mondelēz International's success.

P2PX19 Session Tracks

Organizational Alignment