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CMO Zone: Related Articles

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How to Get the Most from Your Agency

John Birmingham, chief marketing officer, DeVry University, and Kelly Twohig, executive vice president/digital managing director, Starcom USA, shared their best practices on developing successful integrated marketing programs and discussed how to get the most from your agency.

Taking Risks Together: True Partnership and the Return on Trust

Terri Graham, senior vice president and chief marketing officer, Jack in the Box, Inc., and Joanne O'Brien, group account director, Secret Weapon Marketing, discussed how transparency, mutual trust, commitment to partnership, and a willingness to take risks have contributed to their long-lasting client/agency relationship.

The Principles of Fair Agency Compensation

Representatives from the 4As, the WPP Group, and TBWA Worldwide discussed the principles of fair agency compensation.

Siemens Answers Campaign

Tom Haas, chief marketing officer, Siemens Corporation, and Sean Remler, Senior Partner, global executive marketing director, Ogilvy New York, discussed keys to success for their long-term image campaign and how it has evolved since its launch.

Connecting Brand Purpose to Cultural Purpose

Danielle Vona, vice president and CMO at SONIC, America's Drive-In, and Mike Swenson, executive vice president, Barkley, discussed how SONIC is successfully building its brand through positioning themselves to everyday, real people and by giving back to their communities.

How to Balance Transparency, Information, and Life in an Age of Twitter

Watch Lisa Gavales, Executive Vice President and Chief Marketing Officer, EXPRESS, speaking at the ANA Brand Conference presented by The New York Times.

Measuring Brand Value

Could a standardized metric prove that strong brands build shareholder equity? The ANA believes so, and its goal is to develop a uniform metric that provides a clear picture of what marketing efforts contribute to a company's bottom line.

Singular Focus

Jill Beraud places consumers at the center of PepsiCo’s marketing innovations. Get Beraud's top best practices and find out how the brand uses cause marketing and social media.

Canoe Ventures: Interactive Marketing Update

Bruce Dennler, senior VP, agency relations at Canoe Ventures, Jim Garrity, chairman of Canoe Ventures' Advisory Board, and Vicki Lins, chief marketing officer at Canoe Ventures, discussed many of the technologies and tactics being employed by forward-thinking marketers in the interactive television space and looked at the current state and likely future of this field.

PEMCO Insurance: The Journey to an Engaged Enterprise

Rod Brooks, CMO of PEMCO Mutual Insurance Company, shared how the company successfully leveraged social media tools and programs to break down barriers and create organizational readiness and engagement around social media. He also shared the specific tools the brand utilized to reach and educate reluctant audiences and foster a transparent, relationship-based culture.

Best Buy: 10 Tips for Super Bowl Survival

Barry Judge, executive vice president, chief marketing officer, Best Buy Co., Inc., discussed Best Buy's first ever Super Bowl commercial featuring celebrities Justin Bieber and Ozzy Osbourne, his 10 tips for Super Bowl Survival, and their new Buy Back Program.

Hillshire Farm: Multicultural Millennial Marketing

Ricki Fairley-Brown, CMO, Images Group USA, shared some thought-provoking statistics on the Millennial generation and multicultural millennials in particular, while Sean Sheelan, brand manager, Hillshire Farm, presented a case study that was targeted at multicultural Millennial moms.

Measure Your Leverage

Use this three-step method to boost your marketing spend while keeping the CFO in line with your objectives.

Pushing the Envelope

CMO Mark Addicks leads General Mills' lineup of culinary superheroes like Betty Crocker and Jolly Green Giant into the digital age of social networking.

Structured Approach

Today's brand managers face a fragmented media landscape where they must be project managers and marketers.

Audi: The Return on Bravery

Scott Keogh, chief marketing officer, Audi of America Inc., and Paul Venables, founder and creative director, Venables Bell & Partners, discussed how Audi has reinvented itself in the U.S. over the past four years.

Gatorade's Transformational Creativity

Sarah Robb O'Hagan, chief marketing officer, Gatorade, PepsiCo Inc., and Stanley Hainsworth, chairman and chief creative officer, Tether, discussed Gatorade's recent creative transformation.

Final Say: The Integration Imperative

With more tools than ever at their disposal, marketers need to integrate across all channels.

From The Top: Getting It Right

At the 2010 Masters of Marketing Conference, the clear message was to get brand management right.

Insights and Executions—Moving the Multicultural Dialogue Forward [Archived]

A panel of marketers discussed findings of a study on the multicultural Millennials segment and described how McDonald's uses ethnic insights to connect with both the multicultural and general markets.

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