Who We Are
Paul Gustafson
Current focus is the linkage of digital and traditional brick and mortar: shopper marketing plans are relevant to both.
Prior to Hoyt & Company, was SVP, G2/Grey Worldwide. Developed key strategies for shopper driven initiatives for large global retailers and brands. Led G2's P&G shopper marketing development team. Thorough understanding of shopper marketing process. Current knowledge on what works, what doesn’t and what should. Has developed planning methodologies, training and insight development techniques and overseen over 500 shopper research studies. Has orchestrated shopper program development, including process, planning guidelines, full training, shopper insight techniques, and implementation. Delivered shopper marketing solutions in major classes of trade (F, D, M, C, Dollar, etc.) and launched destination category reinventions in HBC, CSD, Laundry Care, Baby, Salty Snacks, Home Care, Paper, and Cosmetics.
Prior to G2, was with DDB and Upshot Marketing, representing clients such as General Mills, Discover Card, Kraft, P&G, Coca-Cola. Received P&G Board of Directors award for innovation in shopper marketing and received partnership recognition awards on the customer team level. Recipient of POPAI and REGGIE awards. Results of programs developed for P&G consistently exceeded its 5-to1 payout objective. Led the agency team that developed P&G's Fabric Care innovation lab for P&G.
BS, Communications, Northern Illinois University; University of Chicago executive program in marketing innovation.