Solution Provider News: May 2016

IRI Launches Campaign Measurement Tool

IRI, Chicago, recently launched IRI Lift, a real-time digital advertising solution that measures offline sales lift. Developed in partnership with Norwalk, Connecticut-based Kantar Shopcom, IRI Lift helps identify digital media optimization opportunities by determining which digital media is most effective with target audiences and ties media exposures to actual offline purchases down to the specific product and household level. According to IRI, the tool delivers in-depth campaign analysis and results that are 80% more accurate as soon as five weeks after a campaign begins.

P&G Leads Dash Button Sales

Since Amazon Dash buttons began selling in May 2015 through January 2016, Procter & Gamble has taken the lion’s share (31%) of button sales, according to New York-based 1010data. Following P&G, Kimberly Clark’s share of button sales was 14%, The Clorox Co.’s was 11.7% and PepsiCo was 7.5%. P&G’s Tide Pods and Powder and Bounty Dash buttons were the top selling followed by Kimberly-Clark’s Cottonelle and Clorox’s Glad buttons. 1010data collected the data via its Ecom Insights panel, which consists of millions of online U.S. shoppers that allow 1010data to anonymously track their online behavior for market research purposes.

Inmar Creates Brand Excellence Center

Inmar, Winston-Salem, North Carolina, has created the Inmar Center for Brand Excellence led by industry veterans Brooke Smith and Tim Clark. The center aims to help brands establish sustainable best practices for trade and consumer promotions, define their core shoppers and their purchase behavior and understand the key drivers in their category to identify opportunities for growth.

Unata, Lunds & Byerlys Launch Program

Unata, Toronto, helped launch a new e-commerce and digital customer engagement program for Edina, Minnesota-based grocer Lunds & Byerlys. The new program aims to boast 1-to-1 personalization across the entire shopping experience, from homepage to catalogue to search to product recommendations. Each step of the shopping journey will highlight the most relevant items for a shopper based on their individual purchase history and ongoing transactions. Unata’s platform includes order management, content targeting and customer service tools through a management and analytics dashboard.

The Mars Agency Founder Dies

Marilyn Barnett, an advertising industry pioneer for women who founded Southfield, Michigan-based The Mars Agency in 1972, has died. “[Barnett] saw opportunity where others didn’t,” stated the agency on Facebook. “And because she had the courage to follow her dreams and ignore those who said it couldn’t be done, this great company stands stronger than ever today.”

In Other News

Menasha, Neenah, Wisconsin, has a new Fuji Acuity F series digital printer at its Neenah Promotional Print Solutions facility. … Liberty Diversified International, New Hope, Minnesota, acquired Omaha Box Company. … The HON Company selected The Integer Group, Lakewood, Colorado, to lead digital brand strategy and redesign hon.com.

Personnel Appointments

RevTrax, New York

Jim Tobolski joined the company as executive vice president, sales & customer success. Most recently, Tobolski led the client development and client engagement team at Experian Marketing Services.

Trans World Marketing, East Rutherford, New Jersey

The company appointed Adam White to the role of national account manager, Southeast region, and Louis Young, national account manager, Midwest region. They will both be responsible for new business development.

Epsilon, Irving, Texas

David Allen joined the company as managing director of international. He will be responsible for driving global expansion, leading strategy and overseeing day-to-day business operations throughout the Europe, Middle East and Africa, and Asia-Pacific regions.

Inmar, Winston-Salem, North Carolina

The company named Roy Simrell president and chief client officer. He will be responsible for leading sales and marketing across all Inmar businesses.

Unata, Toronto

Dan Farmer joined the company as vice president of retail solutions. He will be responsible for short- and long-term revenue expansion, including managing all direct sales efforts and identifying and pursuing new revenue opportunities within the grocery vertical.

Enhance America, Jim Thorpe, Pennsylvania

Heidi Mann was named regional director of sales. She will be responsible for Enhance America’s market strategy, creative execution and new client development.

Please send information regarding personnel appointments to managing editor Cyndi Loza at [email protected]