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CMO Zone: Related Articles

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Big Data’s Biggest Role: Aligning the CMO & CIO

In this piece SAS discusses how big data can promote the alignment and partnership of the CMO and the CIO by delivering deep insights, customer and market intelligence, and understanding of operational efficiencies.

State of Marketing 2012: The CMO Council Calls 2013 "The Year of the Marketer"

Headlines continue to ask about the life expectancy of the CMO, many times questioning if the position and the title should still exist. However, the CMO believes that is long past, and states inequitably that 2013 will be the year of the marketer.

Networked Insights: CMO Guide to Super Bowl Marketing

In this report Networked Insights examines real-time Super Bowl social data and discusses how marketers can utilize similar data to gain a competitive advantage with strategic planning for special events and ongoing marketing efforts.

Walmart’s Game-Changing Innovation Approach

Stephen Quinn, EVP and chief marketing officer at Walmart, shared his team’s three-pronged approach to innovation and how Walmart is leading from the front with key initiatives like “SoLoMo.”

Cleveland Clinic: Building a Global Brand through Trusted Content

Paul Matsen, chief marketing and communications officer at the Cleveland Clinic, and Cynthia Galbincea, executive director, marketing communications, at Cleveland Clinic, discussed the challenges facing the healthcare industry and how the clinic’s historical commitment to measurement has helped it achieve marketing excellence.

Creativity: How to Get the Best Work

This ANA Insight Brief contains tips from Mars Chocolate and Advertising Age on how to drive innovation and creativity. Read about the next generation of creative roles and what’s next from Google’s Creative Lab. Case studies from Crayola, TerraCycle, and Seattle’s Best Coffee are also included.

TV and Video: Adapting to the Changing Media Landscape

Featuring case studies from A+E Networks, Corning Incorporated, and Mattel, this ANA Insight Brief discusses the promise of interactive TV, the prominence of the second and third screen, and how to build brands with online video. Survey research by ANA and Forrester on the future of TV and video advertising is also included.

Evidon: AdAge: The Real Impact of Do Not Track

In this AdAge article, Scott Meyer, CEO of Evidon, shared his view on the impact to marketers of Do Not Track legislation and the release of Microsoft's Internet Explorer 10 with Do Not Track as the default setting.

CMOs Seek Solutions

The CMO Club surveyed 170 chief marketing officers in August 2012 on their digital video plans and the impact on 2013 TV upfronts and broadcast media investments. Learn how CMOs are shifting their investments and directing their agencies.

Digital Video to Impact 2013 Spend by CMOs

In this white paper the CMO Club summarizes results from their survey of 170 chief marketing officers (CMOs) on their digital video plans and the impact on the 2013 TV Upfronts and broadcast media investments.

The Evolving Role of the Chief Marketing Officer

This article from Spencer Stuart looks at how the responsibilities of the CMO have evolved in the hospitality and leisure industries.

Honey, I Shrunk the Marketing Message

This article from Merkle shares 10 tips for creating marketing messages that will resonate with today’s time-pressed consumer.

Changing Places: The Challenges and Benefits of a CMO Making a Sector Transition

Spencer Stuart interviewed 39 CMOs who had made a sector transition in order to learn about their experiences in and reasons for making this type of change.

Succeeding as an Organization’s First Chief Marketing Officer

According to Spencer Stuart, CMOs now exist in 62% of companies. However, the role remains poorly defined, making it challenging for new CMOs to keep their position.

Insights from IBM’s C-Suite Global Studies of CMOs and CFOs

Ron Kline, director of marketing, midmarket and business partners organization, and Kevin Scully, director, brand systems, IBM Corporation, shared the results of IBM’s recent CMO and CFO studies.

KPMG’s Global Brand Ambassadors

Shawn Quill, director, sports marketing and sponsorships, KPMG, discussed KPMG’s approach to sponsorship, including how it leveraged its relationship with a golf champion.

CMO Conversation with Lisa Baird from the United States Olympic Committee (USOC)

In this webinar, Gary Elliott, former VP, Hewlett Packard, had an in-depth conversation with Lisa Baird, CMO, USOC.

The Transformative CMO

Korn/Ferry International has identified the three competencies most essential for success as the role of the CMO expands: creating the new and different, focusing on actions and outcomes, and inspiring others.

Customer Experience and Communication Management: The Art of Building Enduring Customer Bonds

This white paper from Merkle shares 10 tips for creating content that will help brands connect better with consumers.

Research Report: Q1 Member Benchmarking Survey Results

This report is based on questions posed by ANA members. Topics covered in this survey include agency relations, production management, agency compensation, shopper marketing, and marketing organization.

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