As the largest in-store marketing services company in North America, the addition of Rose to the leadership team at CROSSMARK is a significant move that bolsters the company’s strong position . . . → Read More: CROSSMARK Names Jim Rose New President of Marketing Services to Lead Acceleration and Expansion of Marketing-Driven Solutions]]> CROSSMARK has announced the appointment of Jim Rose as President – Marketing Services. CROSSMARK CEO Joe Crafton previously had been leading this growth area.

As the largest in-store marketing services company in North America, the addition of Rose to the leadership team at CROSSMARK is a significant move that bolsters the company’s strong position and expertise in marketing services.

“We are excited to have Jim join our team to lead the further development and integration of marketing services that deliver value and growth for our clients,” said Crafton.

CROSSMARK drives profitable brand growth for clients through its portfolio of marketing services that include in-store events, experiential marketing, shopper marketing, consumer engagement, and field intelligence. Rose will oversee these services and is charged with expanding capabilities to benefit the company’s business partners.

Rose brings marketing thought leadership and a world-class discipline in creating strategies and ROI-driven solutions that drive brand activation and consumer engagement. This includes specialized expertise in the areas of data analytics, insights, shopper engagement and experiential marketing, as well as digital and social media.

Prior to joining CROSSMARK, Rose was Chairman and CEO of Mosaic Sales Solutions based in Irving, Texas where he significantly grew the business by implementing value-added solutions for clients. He also held leadership positions at The Nielsen Company both in the U.S. and Europe, and MPG (Media Planning Group, part of Havas Worldwide – a global advertising and communications company). In addition, Rose led QXLricardo, a large publically traded e-commerce and digital company headquartered in London. He began his career as a consultant at Deloitte based in Chicago and received an MBA from the Kellogg School of Management at Northwestern University.

“Jim is the right person to lead the continued expansion and effectiveness of marketing services at CROSSMARK,” Crafton said. “He brings an exceptional track record of client success stories and a wealth of practical knowledge, as well as strong leadership and an innovative vision for the future, for us and our clients.”

OSA Now, developed by CROSSMARK, uses an innovative and unique combination of business intelligence, technology and store coverage to address OSA for Walmart and for manufacturer clients.  Sophisticated . . . → Read More: Innovative Solution from CROSSMARK Provides Quick Response For On-Shelf Availability]]> A unique new service named OSA Now is helping manufacturers better address the challenge of a product’s on-shelf availability (OSA) at Walmart stores.

OSA Now, developed by CROSSMARK, uses an innovative and unique combination of business intelligence, technology and store coverage to address OSA for Walmart and for manufacturer clients.  Sophisticated algorithms — customized for each client — are used to identify store/item combinations that have a high likelihood of having an OSA problem.  Typical issues include out-of-stocks, incorrect on-hand inventory, or products that are not on the modular (planogram).

With daily alerts, CROSSMARK retail representatives are able to quickly check whether products are on the shelves, whether a shelf tag is in place, or if there is another problem that is preventing sales of the product.

The result, according to Ken Drish, Vice President of Business Development for CROSSMARK, is that a client’s sales can increase by utilizing the OSA Now solution.

“OSA Now leverages services unique to CROSSMARK.  The first is the collaboration between CROSSMARK’s Business Insights group and third-party data companies to create custom algorithms for each client, in each category and segment.  The second is our retail model which has reps in all stores an average of more than twice per week, allowing reaction to the data faster than anyone else in our space,” Drish said.

He continued: “The third is our ability to measure the impact and show our clients their return on investment.”

For more information about OSA Now, contact Ken Drish at (479) 446-2226.

Services will address all phases of experiential . . . → Read More: CROSSMARK Creates BrandMasters for Turnkey Experiential Marketing Solutions]]> CROSSMARK has formed BrandMasters — a new experiential marketing agency that will provide turnkey solutions for brands to create meaningful shopper experiences through personal engagement.  BrandMasters will meet the growing need among consumer goods brands to effectively influence shoppers on the path to purchase.

Services will address all phases of experiential marketing, from shopper insights to turnkey execution and measurement of programs ranging from in-store product sampling to outside events and digital engagement.

“Today, as brands face challenges in connecting with their consumers and shoppers, it’s become more critical than ever for a brand to deliver a message to its target audience that is relevant to them as individuals,” said CROSSMARK CEO Joe Crafton. “People connecting with people is the most powerful means of influence, and BrandMasters connects brands with consumers along the path to purchase through personal engagement in-store and out of the store,” he said.

CROSSMARK will leverage its position as the largest in-store marketing services company in North America, including in-store events through its NCiM division and Shopper Events joint venture. In addition, CROSSMARK’s Field Intelligence group is the largest in-store data collection force in North America. There is tremendous synergy with Twin Oaks, CROSSMARK’s shopper marketing venture with industry leader MARS Advertising.   BrandMasters will develop turnkey, national programs for consumer goods brands executing across all relevant areas where consumers shop and play. Services will include coordination of retailer-contracted event execution companies such as NCiM and other retailer event agencies.

Ed Hoehn, most recently Vice President – Client Services at Mosaic, has joined BrandMasters as Senior Vice President – Marketing Services. Having spent the last 13 years in the agency business, Ed has developed experiential solutions for more than 35 brands such as Microsoft, HP, Sony, Sharp and Verizon. Hoehn will lead the agency’s efforts in providing turnkey experiential marketing solutions for consumer goods clients.

Hoehn said experiential marketing is one of the most effective means to engage shoppers and build brand loyalty.

“Our approach is uniquely positioned to add value. We have built a platform on the strengths of CROSSMARK and added experiential marketing expertise,” he said.  “The platform includes proprietary data and analytics, retail expertise, exceptional field talent, and strong relationships with retailers and consumer goods companies. Adding experiential strategy, design and management allows us to build and execute smart programs to drive tangible results for clients.”

BrandMasters has launched a website at www.brandmasters.com, as well as a presence on a number of social media sites.  Fans of  BrandMasters are “liking” BrandMasters on Facebook and sharing links with their colleagues, clients and customers.

CROSSMARK created BrandMasters to meet the growing need among consumer goods brands to effectively . . . → Read More: CROSSMARK Creates BrandMasters for Turnkey Experiential Marketing Solutions]]> CROSSMARK, a leading sales and marketing services company in the consumer goods industry, has formed BrandMasters — a new experiential marketing agency that will provide turnkey solutions for brands to create meaningful shopper experiences through personal engagement.

CROSSMARK created BrandMasters to meet the growing need among consumer goods brands to effectively influence shoppers on the path to purchase. Services will address all phases of experiential marketing, from shopper insights to turnkey execution and measurement of programs ranging from in-store product sampling to outside events and digital engagement.

“Today, as brands face challenges in connecting with their consumers and shoppers, it’s become more critical than ever for a brand to deliver a message to its target audience that is relevant to them as individuals,” said CROSSMARK CEO Joe Crafton. “People connecting with people is the most powerful means of influence, and BrandMasters connects brands with consumers along the path to purchase through personal engagement in-store and out of the store,” he said.

CROSSMARK will leverage its position as the largest in-store marketing services company in North America, including in-store events through its NCiM division and Shopper Events joint venture. In addition, CROSSMARK’s Field Intelligence group is the largest in-store data collection force in North America. There is tremendous synergy with Twin Oaks, CROSSMARK’s shopper marketing venture with industry leader MARS Advertising.   BrandMasters will develop turnkey, national programs for consumer goods brands executing across all relevant areas where consumers shop and play. Services will include coordination of retailer-contracted event execution companies such as NCiM and other retailer event agencies.

Ed Hoehn, most recently Vice President – Client Services at Mosaic, has joined BrandMasters as Senior Vice President – Marketing Services. Having spent the last 13 years in the agency business, Ed has developed experiential solutions for more than 35 brands such as Microsoft, HP, Sony, Sharp and Verizon. Hoehn will lead the agency’s efforts in providing turnkey experiential marketing solutions for consumer goods clients.

Hoehn said experiential marketing is one of the most effective means to engage shoppers and build brand loyalty.  “Our approach is uniquely positioned to add value. We have built a platform on the strengths of CROSSMARK and added experiential marketing expertise. The platform includes proprietary data and analytics, retail expertise, exceptional field talent, and strong relationships with retailers and consumer goods companies. Adding experiential strategy, design and management allows us to build and execute smart programs to drive tangible results for clients,” Hoehn said.

For more information on this newly created agency, visit http://www.brandmasters.com.

John . . . → Read More: CROSSMARK Names Crafton Chief Executive Officer]]> January 15, 2013 – Plano, TX – CROSSMARK, a leading sales and marketing services company in the consumer goods industry, providing growth solutions with exceptional service to manufacturers and retailers, today announced the appointment of Joe Crafton as Chief Executive Officer of CROSSMARK. Mr. Crafton previously served as company President.

John Thompson, CROSSMARK’s CEO since 2010, now will focus primarily on acquisitions and strategic alliances as the company’s Chief Strategy Officer. Thompson remains a shareholder, serves on the Board of Directors for CROSSMARK, and will continue to be responsible for overseeing the company’s international businesses.

Ben Fischer maintains his role as Chief Operating Officer and has assumed the additional title of President as well as other responsibilities.

The moves, which were effective January 7, 2013, come after the recent majority investment in CROSSMARK by an affiliate of Warburg Pincus. Thompson said the investment brings a renewed focus on growth.

“We have charted a course for the future that positions us well to grow our business and better serve our clients,” Thompson said. “I chose to create the new Chief Strategy Officer role in order to better focus my efforts on external growth opportunities. Simultaneously, Joe and Ben will continue to develop and lead new initiatives that will continue to enhance service to our clients and customers.”

Crafton began his CROSSMARK career in 1988, was elected to the Board of Directors in 2000 and held a variety of leadership positions before being appointed President of the company in 2010. Prior to joining the company, Crafton was a manager with Procter & Gamble.

“For nearly 25 years, Joe has proven himself in a variety of CROSSMARK senior leadership roles in both the legacy sales agency business as well as emerging and innovative service businesses,” said Jim Neary, managing director, Warburg Pincus. “Under Joe’s leadership of the company’s marketing services division, CROSSMARK has become the North American leader of in-store marketing services.”

Crafton said it is an exciting time to be part of CROSSMARK.

“We have great people and a strong culture of exceeding clients’ expectations with service excellence. With the twin tailwinds of both outsourcing and shopper marketing, we are well positioned for significant growth. I look forward to building on our company’s strong foundation and to continue delivering more value and growth for our clients and customers,” he said.

In 2012, Reckitt Benckiser challenged CROSSMARK to increase distribution on Reckitt’s core items.  CROSSMARK responded by doing . . . → Read More: CROSSMARK’s Business Management Process Yields Share Growth for Clients]]> By utilizing the CROSSVIEW process, CROSSMARK has been able to drive greater share growth for its clients.  One such success is Reckitt Benckiser, which owns brands such as Lysol, Finish, Mucinex and French’s Mustard.

In 2012, Reckitt Benckiser challenged CROSSMARK to increase distribution on Reckitt’s core items.  CROSSMARK responded by doing just that – driving 428 items incrementally, which accelerated volume and share growth for Reckitt Benckiser.   Among the retailers with share gains are SUPERVALU, A&P and Pathmark.

This is one example of an innovative business management process that facilitates communication between CROSSMARK and its clients – CROSSVIEW.

CROSSVIEW drives faster and better results through greater visibility of opportunities and risks across a vast array of retailers.

“Through the CROSSVIEW process, we are able to continually update the client with information on the work we are doing on their behalf,” said Sheila Gamble, Senior Vice President of Client Services.  “It’s a system that raises the visibility of everything we do.”

Lee Coomber, Reckitt Benckiser’s Vice President of Sales – Grocery, said CROSSMARK’s work is significantly ahead of his company’s national share growth.   “So as a result of working together in a number of key areas, getting more sophisticated around our analytical tools, we have actually seen step-change of RB’s share of market,” Coomber said.