A WOMAN'S POINT OF VIEW

Barbara Daugherty is no stranger to point-of-purchase advertising. Along with being involved in the POP business for almost 20 years, she has been active in Point of Purchase Advertising International for more than a decade.Daugherty took her role at POPAI to a new level this year when she became POPAI's board chairman. Her one-year role ends in March 2004. Prior to being named chair, she served as

Barbara Daugherty is no stranger to point-of-purchase advertising. Along with being involved in the POP business for almost 20 years, she has been active in Point of Purchase Advertising International for more than a decade.

Daugherty took her role at POPAI to a new level this year when she became POPAI's board chairman. Her one-year role ends in March 2004. Prior to being named chair, she served as treasurer and vice-chair.

Daugherty is the second brand marketer to serve as POPAI's board chair. William Smith, manager of in-store presence at Procter & Gamble's Snacks/Beverages Global Business Unit, preceded her.

Likewise, Daugherty is the second female POPAI chair, preceded by Janet Paris of Henschel-Steinau, a POP designer/producer.

"I encourage all females to participate at as high a level as you can stretch yourself to," she said in her acceptance speech as board chairman.

Daugherty is equally committed to getting all members of the industry -- brand marketers, agencies, retailers and educational participants -- involved in a greater capacity.

"I've always felt that the POP industry, and POPAI as the trade association for this industry, is best served when all constituents work together for the good of the industry," she said.

Dick Blatt, POPAI's president and CEO, stressed that Daugherty's role as board chair drives home POPAI's strategic goal of "inclusivity." Having input from brand marketers, retailers and producers can help solve industry challenges, and provide leadership that best represents the entire POP advertising industry, he said.

"Regardless of size of company or location, we want to be inclusive to all with whom we have commonality," Blatt said.

The organization has already made a lot of progress. About 10 years ago, brand marketers and retailers comprised just 10% of POPAI's membership. Today, they account for 50%. Among POPAI's board members: RJ Reynolds Tobacco Co.; Cadbury Adams, Diageo; William Wrigley Jr.; E & J Gallo Winery; PepsiCo; Schering-Plough Health Care Products; and Anheuser-Busch.

Manufacturer members benefit in many ways, Blatt said.

"A merchandising manager at a brand marketers often has to fight internally for budget dollars, so it's important for them to have information they need to more readily accomplish their jobs," he said.