Path to Purchase Expo

Save the Date!

October 2-4, 2018 | Minneapolis Convention Center | Minneapolis, MN

Does Creative Really Matter?

Date and Time: 
Thursday, September 28, 2017 - 2:00pm to 2:45pm
Understanding the Shopper

Does creative really matter in a world of 24/7 messaging, endless touchpoints, Internet of Things connectivity and mobile app chatbot-enabled price widgets? Resoundingly – YES. 

This seminar quantifies the power of great creative and deconstructs why it works for shoppers. Culled from thousands of evaluated shopper-facing ads in its database, SellCheck has identified five key characteristics of success. Learn from real world examples that prove how creative effectiveness can significantly impact sales and ROI when practiced correctly. 

Further, learn how Prestige Brands is applying the principles of creative effectiveness in its organization to ensure shopper marketing success for its brands. Attendees will: 

  • Understand the difference great creative makes in shopper-facing executions and the critical steps to raise the performance of all future executions.
  • Learn the five keys to creative effectiveness to make shopper messaging more effective.
  • Learn the best practices for applying creative effectiveness in an organization.
Joe Juliano
Rich Butwinick

Speaking at this Session

Rich Butwinick


Rich Butwinick has more than 20 years of experience in shopper marketing and brand activation. He is a Distinguished Faculty Member of the Path to Purchase Institute and president of MarketingLab, Inc. SellCheck is like Spell Check for marketers’ selling moments. It helps to ensure time and money spent will produce results. SellCheck clients include Procter & Gamble, Western Union, Mondelez International, Walgreens, News America Marketing and others across the globe.


Joe Juliano

Joe Juliano

VP of Marketing
Prestige Brands

Joseph Juliano joined Prestige Brands in January 2011. He has responsibility for the marketing strategy and development for the analgesics and eye care brands, as well as consumer research, shopper marketing and agency relationship management. Prior to joining Prestige Brands, Juliano held a variety of brand management, innovation and sales positions at companies such as Nestle Waters, Pepperidge Farm and Anheuser-Busch. Juliano received both his BA and MBA from Fordham University.