In a sign that marketing to consumers close to the point-of-purchase is playing a bigger role in campaigns, MediaVest Thursday (Nov.13) named Danielle Bottari to the newly created position of senior vp, director of shopper marketing. Bottari joins MediaVest from Max Custom Media, an out-of-home media and event marketing company, where she served as a senior executive.
Bottari reports to Donna Speciale, president of investment and activation at MediaVest USA, and Greg Warren, executive vp and managing director who joined MediaVest in 2006, in part to develop MediaVest's expertise in shopper marketing.
The creation of Bottari's position formalizes MediaVests's Shopper Marketing practice as a separate unit. Prior to Bottari's appointment, the capability was embedded in MediaVest's client teams.
"Shopper marketing is an increasingly important touchpoint and one that we've helped some of the world's largest brands navigate," said Bill Tucker, CEO for MediaVest USA."
Recently, MediaVest worked with Wal-Mart to launch Walmart Smart Networks, an in-store digital TV network, rolling out to 2,700 stores (Mediaweek, Sept. 3, 2008).
Wal-Mart is part of a growing number of retailers and grocery stores that are installing digital out-of-home networks in their locations targeting consumers with information, advertising, promotions and merchandising offers.