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Far be it from The Hub to pass judgment on the many outstanding agencies and brand marketers pioneering the new frontier of Shopper Marketing. It is not our place to do that because, for one thing, we have not walked a mile (or even the final two feet) in their shoes. Nor is it our purpose to declare that one agency or one brand marketer is creating the “best” Shopper Marketing programs. But we did think it would be helpful to try to set some standards for excellence in Shopper Marketing, to benchmark and try to help improve overall industry performance. With Hoyt & Company designing our survey instrument, and the Promotion Marketing Association’s membership supplementing our own subscribers, we reached out to the best and brightest practitioners of Shopper Marketing today. To ensure maximum objectivity, we simply asked agencies to rate brand marketers, and vice versa, against ten key areas critical to success. The result is our first-ever report of The Hub Top 10 of Shopper Marketing Excellence. Our congratulations to all of the agencies and brand marketers that achieved recognition in the Top 10. Of course, what matters most is that when the principles of Shopper Marketing are fully engaged, everybody is a winner, especially the shopper. All the best, Tim Manners, Editor-in-Chief
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