Solution Provider News: July 2016

Fetch Rewards, Kraft Heinz Agree to Deal

Fetch Rewards, Madison, Wisconsin, has agreed to a seven-year partnership with Kraft Heinz. Through Fetch’s mobile application, shoppers can scan items as they shop using the camera on their mobile devices to gain access to Fetch coupons and earn “Fetch Points,” which are redeemable for free items at checkout. The app also provides shoppers their running points total, access to past receipts and the ability to create and maintain digital shopping lists. “Fetch’s unique mobile shopping platform, along with its partnerships with retailers, opens up a new channel for us to inspire and engage with shoppers in a meaningful and measurable way,” Leandro Balbinot, chief information officer at Kraft Heinz North America, said in a media release. In one test, when shoppers scanned Heinz ketchup in the Fetch app, a deal for Heinz mustard was presented to shoppers, resulting in a 20% conversion.

Geometry, Unilever Teach College Course

Geometry Global, New York, has teamed with Michigan State University to co-create and co-teach a college-level course in shopper marketing with help from Unilever. The course, “Foundations in Advertising Shopper Marketing and Brand Activation,” consists of 30 online and downloadable sessions, augmented by face-to-face meetings, Skype sessions, online tutorials and a Facebook community page for discussions and submitting and reviewing coursework. Phil White, Geometry Global’s senior vice president, strategy and planning, and Joe Videan, a former shopper marketing regional creative director and MSU graduate, teach the course while Unilever provides case studies and judges final student presentations. The course will become available to industry marketing professionals worldwide later this year.

Lunchbox Now Mirum Shopper

Lunchbox, Los Angeles, has been renamed Mirum Shopper, underscoring the agency becoming part of Mirum’s new commerce activation platform offering. The platform combines tech, analytics, data, campaign planning, and creative services with social shopper, shopper engagement services and the creation of original content to influence shoppers in new ways. The recent news inspired Unilever to renew its relationship with the agency. “We are pleased that Lunchbox is now Mirum Shopper,” said Kevin Flagg, senior director, shopper marketing, Unilever. “This evolution provides a richer solution for the Unilever brands, including deeper analytics and planning. With our needs increasing exponentially, this was a critical factor in our choice to renew our work with Mirum.”

Bond Brand Loyalty Partners with Selligent

Toronto-based Bond Brand Loyalty has partnered with Selligent, New York, an independent provider of 1-to-1 engagement solutions for relationship marketers. The partnership will enhance Bond’s Synapze technology platform with Selligent’s omnichannel engagement capabilities, allowing bond to offer enhanced real-time marketing automation to support its clients’ customer relationship management and loyalty needs.

Personnel Appointments

HackerAgency, Seattle

Julie Rezek joined the agency as North American president. The agency also recently appointed Kate Kemp as group creative director and promoted Carrin Johnson to vice president of operations.

JCDecaux North America, New York

The company named Mark Costa chief digital officer. He will be responsible for further enhancing digital products and services.

The Mars Agency, Southfield, Michigan

Former ConAgra executive Tammy Brumfield joined the agency to lead its retail marketing practice as senior vice president. The agency also recently named Elise Wilfinger to the new role of executive vice president, corporate strategy and brand officer. Both will report to Rob Rivenburgh, chief executive officer, North America.

Moxie, Atlanta

The agency promoted Solange Claudio to president. She was most recently Moxie’s chief operations officer.

PlusMedia LLC, Danbury, Connecticut

The company hired Darryl Daoust as its executive vice president, marketing and integration. In his new role, Daoust will lead cross-functional teams focused on driving clients’ business forward through the use of integrated media channels. He most recently served as vice president – general manager at Epsilon.

Profitero, Boston

Daniel King was appointed the company’s president and chief operating officer. King will oversee Profitero’s sales, client services, marketing and strategy & insights divisions, ensuring operational excellence across the company.

Send your solution provider news – new projects and programs with brands and retailers – to Cyndi Loza at [email protected].