SOURCE: American Marketing Association, DFW Chapter

April 16, 2008 17:35 ET

Stephen Springfield, Frito-Lay, to Discuss "Brand Marketing Versus Shopper Marketing" at American Marketing Association, DFW Luncheon, April 24

FORT WORTH, TX--(Marketwire - April 16, 2008) - The Dallas-Fort Worth Chapter of the American Marketing Association (AMA) announces that on Thursday, April 24 from 11:30AM to 1:30PM, it will host a luncheon program featuring Stephen Springfield, Customer Strategies and Insights, Frito-Lay at the Reata Restaurant, 310 Houston St., Fort Worth, TX.

According to Stephen, regardless of the industry, there are often two key marketing targets, the "end-user or customer" and the "shopper" or "gatekeeper." So, does the existence of these two targets necessitate distinct marketing disciplines? Does traditional brand theory support an integrated model, or is a new unified framework required? At this luncheon, we will attempt to separate truth from hype with a refreshingly honest look at the state of "Shopper Marketing," ideas that are working today, the changing channel landscape, and what will be required to market our brands as well as products in the future.

To see a preview of Stephen's comments regarding the "state-of-the-state" for brand and shopper marketing, go to:

Speaker Profile:

Stephen currently manages Consumer Strategy & Insights for Frito-Lay, N.A., where he has worked for the past 11 years. In his current role, Stephen works as an internal strategist and consultant leading consumer-centric brand design for some of the nation's largest food brands including Tostitos and Lay's. He is a 15-year veteran of the consumer-goods industry having worked for Coca-Cola, PepsiCo and its snack division, Frito-Lay, where he has held various leadership roles in sales, brand/shopper marketing, and strategy/insights.


Advance reservations are encouraged and run through Wednesday, April 23 until 12PM on a first-come, first-serve basis. Attendance is $28 for AMA members and $38 for non-members, but $10 extra for late or onsite registration. Program registration is available at: or by calling the DFW AMA office at: (972) 943-4615.

Dallas-Fort Worth Chapter, AMA

As the largest professional marketing association in the Metroplex, the DFW Chapter hosts over 45 events annually that includes monthly luncheons in Dallas and Fort Worth, sales and marketing education sessions, social programs, networking activities and more. There is also a free job bank, the Marketing Career Network, where students can post resumes for internships and professionals can review more than 500 marketing-related jobs. For program information, go to

American Marketing Association

The American Marketing Association (AMA) is the largest professional organization serving the marketing profession with over 40,000 members and 74 local chapters across the US. For more on the AMA, go to:

Contact Information

  • Event Contact:
    Denise Shedrick
    Executive Director
    (972) 943-4615
    Email: Email Contact

    Media Contact:
    Jim Dawson
    Past President
    (817) 800-3364
    Email: Email Contact