Developing Powerful Shopper Marketing Creative Briefs & Campaign Ideas 301 - Virtual

This event is over.

Seats are limited and confirmation of attendance will be required in advance of the session.

This workshop is the third installment in a four-part series entitled the “ANA Effective Shopper Marketing Mastery Program". To achieve mastery in this topic we encourage you to register for all workshops in the series, however you may register for any workshop that best fits your needs.

If you want to achieve mastery and attend the four-part series (ESM Mastery Program 101, 201, 301, and 401), you will receive a Certificate of Completion to display your expertise and accomplishment. Qualified participants must be present for the entire time for each workshop, attend all four workshops in sequential order (there are no substitutions of past or future workshops), and complete the survey program for each workshop.

Click HERE to register for Converting Shoppers into Buyers 101 (2:00 to 5:00 p.m. EDT, 10/13)

Click HERE to register for Setting Objectives, Targets, and Expected Changes in Shopper Behavior 201 (2:00 to 5:00 p.m. EDT, 10/18)

Register below to for Developing Powerful Shopper Marketing Creative Briefs and Campaigns Ideas 301 (2:00 to 5:00 p.m. EDT, 10/20)

Click HERE to register for Building Powerful Shopper Marketing Campaign Activation & Control Plans 401 (2:00 to 5:00 p.m. EDT, 10/25)

Shopper Marketing is more than just tactical approaches to boosting sales by using coupons. It is a powerful marketing communication discipline that drives shopper behaviors for a desired outcome.

In fact, when properly executed, Shopper Marketing is THE discipline that formally allows sales activities (even short term) to be aligned with brand strategies for long-term brand building impact. But if your Shopper Marketing brief lacks clear and data-supported creative direction, it will hinder effective campaigns and negatively impact sales.

In this workshop, marketers will learn what is required for an effective Shopper Marketing creative brief to avoid costly brand missteps. Building on earlier exposure to the 9-step Shopper Marketing Planning Process (Effective Shopper Marketing Workshop 101) and Shopper Marketing objectives, targets and expected behavior changes (Effective Shopper Marketing Workshop 201), you will learn:

  • How to build a Shopper Marketing creative brief from a client brief or a brand brief - as the key driver for any creative work for your Shopper Marketing campaign
  • How to effectively integrate your Shopper Marketing objectives, target, expected behavior change, and persona development decisions into the development of a Shopper Marketing creative brief
  • How to properly formulate Shopper Barriers that clearly explain why the expected behavior change is not yet occurring, and
  • How to set a Shopper Creative Strategy that will be the most effective at overcoming the identified barriers and obtaining the expected behavior change.

This engaging, interactive, practice-driven workshop will be facilitated by Shopper Marketing professionals and educators. In addition, as co-authors on a book on this subject, they have surveyed the Shopper Marketing industry to develop a clear step by step planning process to align Shopper Marketing with Marketing and develop effective Shopper Marketing campaigns.

This workshop is the third installment in a six-part series titled “ANA Effective Shopper Marketing Mastery Program”.

Download the full benefits here

  • Setting the Stage (10min)
  • Shopper Marketing Planning Process (20min)
  • Formulating Shopper Marketing Creative Briefs (40min)
  • Break (5min)
  • Formulating Effective Shopper Insights (40min)
  • Break (5min)
  • Selecting Shopper Barries & Formulating Strategy (40min)
  • Break (5min)
  • Shopper Strategy focused Campaign Ideas (10min)
  • Closing (5min)



Jean Marc Rejaud

Founder, Focus Marketing

Accomplished marketing executive (American Express and L’Oreal) and consultant, Jean Marc Rejaud is a Full Time Professor and Assistant Chair in the Advertising and Marketing Communications Department at the Fashion Institute of Technology (New York City) where he teaches and researches new trends-best practices in Shopper Marketing, Fashion Marketing, Digital & Social Marketing, and Global Marketing.

Professor Rejaud is also a sought-after presenter and educator, with teaching and speaking assignments in the U.S., Asia, Latin America, and Europe on topics like Shopper Marketing or Global Marketing. Professor Rejaud is also the co-author of the new Shopper Marketing reference book “Converting Shoppers to Buyers” – already in use at the Fashion Institute of Technology.

Professor Jean Marc Rejaud is the President and Founder of Focus Marketing, a consulting boutique that helps business and brands develop winning shopper marketing, digital marketing, e-commerce marketing, and marketing communications strategies through rigorous information-driven planning, with clients ranging from Fortune 100 companies to small-medium size businesses in the U.S. and Asia.


Renee Azoulay

President and CEO, Diamond Edge Network LLC

As the owner of her customer activation agency Diamond Edge Network LLC, Renee uses her more than 30 years of research and strategic thinking experience, creativity, and smarts to develop and manage marketing initiatives. Major companies she’s consulted for include the NBA, MTV Networks (Nickelodeon), A.O. Smith and AXA Equitable.

After earning her B.S. from Cornell University, Renee held positions in the consumer research client-side and agency side (Bristol-Myers Squibb and BBDO) followed by serving as SVP at a marketing/promotions agency.

Renee is an Adjunct Assistant Professor at Fashion Institute of Technology teaching shopper marketing, research methods in integrated marketing and direct marketing. “Converting Shoppers to Buyers” the textbook she has co-authored is in use at FIT. She has also taught consumer behavior and management to Chinese college students in China.

As a professional speaker, Renee has presented for leading organizations that include The NY Emmys, American Women in Radio & Television, Columbia University, the Professional Insurance Marketing Association, the Brand Activation Association (BAA, formerly the PMA), the eMarketing Association and the Manhattan Chamber of Commerce.