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Kanga app set to trigger local same-day delivery

BY Katherine Boccaccio

Atlanta — Crowd-sourced delivery company Kanga has launched a new iPhone and Android app that will place on-demand delivery options in the hands of local customers. The first market to pilot the on-demand shipping solution is Kanga’s home base of Atlanta.

The solution, which leverages crowd-sourced labor, is designed to connect customers and retailers with local delivery drivers.

To initiate the delivery process, customers upload a description of an item via the Kanga mobile app, select a delivery timeframe and set a price for the service. Simultaneously, Kanga drivers access an app-based mobile map that displays the delivery requests by location and bid for delivery jobs in their area. For retailers, the solution integrates directly with popular e-commerce and point-of-sale systems.

The launch, said Kanga president and co-founder Everett Steele, enables users to “save money and empowers our drivers to be entrepreneurs. Each Kanga user joins the millions of Americans who benefit from the collaborative economy."

Atlanta’s fast-paced, urban lifestyle, high-traffic volume and emerging technology scene make the city the optimal environment for the launch of new companies, according to Kanga, which also said it is leveraging the city’s commitment to small businesses and the local economy to build an infrastructure of retail partners throughout the metropolitan area.

Following its Atlanta launch, the company said it plans multi-city expansion with national reach by early 2015.

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Shopper marketing leaders join Hall of Fame

BY CSA STAFF

Julie Eddleman, Erik Keptner and Andy Murray are the newest inductees into the Path to Purchase Institute’s Hall of Fame which recognizes industry leaders for their contributions to the field of shopper marketing.

Eddleman, marketing director of North American brands at Procter & Gamble, Keptner, EVP of marketing at Ahold, and Murrary, SVP of creative at Walmart were recognized at a gala event held in conjunction with the Institute’s annual Shopper Marketing Summit in Chicago.

Eddleman’s extensive responsibilities at P&G include media, branded entertainment, the Ethnic Center of Excellence, sports marketing, direct-to-consumer communications and sampling. She also oversees P&G’s Shopper Marketing Center of Excellence and in store material design and execution across all brands.

At Ahold, Keptner is the chief marketer for the retailer’s U.S. supermarket division where he leads brand management, marketing, advertising, public and community relations, customer specific marketing, consumer and business insights.

Murray spent most of his marketing career on the agency side and joined Walmart last fall as the company’s first ever SVP of creative. He oversees all advertising, circular development, retailtainment, in store TV and the development of both corporate and co-operative ideas that drive store traffic and engage shoppers.

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Shopper marketing leaders lauded at Effie event

BY CSA STAFF

Leading brands are retailers were recognized for their effectiveness in marketing communications Tuesday night in Chicago when the fourth annual North American Shopper Marketing Effie Awards were held at the Path to Purchase Institute’s annual Shopper Marketing Summit.

The Effies, short for effectiveness in marketing communications, recognize shopper marketing programs created by brands, retailers and agencies that are focused on shoppers. Winners are those who create integrated marketing campaigns specifically designed to engage the shopper and guide the purchase process towards a desired end result. Procter & Gamble led the competition, with five Effies, including two with its retail partner Walmart, while the three Effies won by Leo Burnett/Arc Worldwide was the most of any agency, followed by Draftfcb and Saatchi & Saatchi X with two.

“There’s a humanity and creativity to effective shopper marketing, moving beyond big data to create a sense of touch and emotion,” said Andy Murray, SVP of creative Walmart and chair of the 2014 North American Shopper Marketing Effie Jury. “Our jury set out to choose Shopper Marketing Effie winners that used the power of insights to drive ideas that are sustainable, not just one hit wonders.”

Procter & Gamble, Leo Burnett/Arc Worldwide and Starcom MediaVest Group won a Gold in the Manufacturer: Awareness/Trial category for the “Pantene Weather Program”, along with contributing agencies, Grey Group and DeVries Global. P&G landed another Gold in the Multi-Brand Shopper Solution category, with its retail partner, Walmart and agency partner, Saatchi & Saatchi X for “A Healthier You Starts with a Healthier Smile” for Crest Pro Health Toothpaste & Oral B Power Toothbrushes. “Effortless Meals by Coke and Walmart”, by Coca Cola and Draftfcb won a Gold in the Manufacturer: Single-Retailer Rollout category and a Bronze in the Manufacturer: Multi-Brand Shopper Solution category.

Target and Periscope won a Gold Shopper Marketing Effie in the Retailer: Seasonal/Event category for “Target Back to College After-Hours Shopping Events”. In the same category, Procter & Gamble, Walgreens and Leo Burnett/Arc Worldwide won a Silver for the “Walgreens/P&G – People’s Choice Awards Program” with contributing agencies, One Three Media and Blue Chip Marketing Worldwide.

In the Manufacturer: Single-Retailer Rollout category, PepsiCo’s AMP Energy and Mekanism won a Silver Shopper Marketing Effie for “AMP Energy PowerDash”.
In the Manufacturer: Awareness/Trial category, American Express Canada and Ogilvy & Mather Toronto won a Bronze Shopper Marketing Effie for “Cloud 10 – Revitalizing the Airport as an acquisition channel” along with contributing agencies High Road Communications, Greater Toronto Airport Authority and Mindshare. Kimberly-Clark and Geometry Global (Chicago) won a Bronze Effie for “Cottonelle – Better Together” with contributing agencies Tris3ct, Ketchum, Mindshare and Biggs-Gilmore in the same category.

In addition, Bronze Shopper Marketing Effies were awarded in the Manufacturer: New Product/Service Introduction category to Procter & Gamble and Saatchi & Saatchi X for “Tide Pods Innovation at Walmart Shelf” and Procter & Gamble and Leo Burnett/Arc Worldwide for Vick’s “ZzzQuil Sleep-Aid”.

“From using location-specific forecasts from The Weather Channel to predict product solutions for good hair days to helping college students navigate life away from home, our Shopper Marketing Effie winners demonstrated creative, useful and effective solutions,” said Mary Lee Keane, President of Effie Worldwide. “Agencies, brands and retailers will learn from and be inspired these Effie-winning cases.”

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