CMO Zone: Related Articles
Containing data from ANA members such as Intel, CCP Games, and AB-InBev, this ANA Insight Brief touches on a variety of marketing accountability topics, including digital media metrics, how marketers can work better with finance, and improving marketing measurement.
Chris Stutzman, Principal Analyst, Forrester Research, shared his thoughts on how client/agency relationships must evolve in the future.
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.
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.
Representatives from the 4As, the WPP Group, and TBWA Worldwide discussed the principles of fair agency compensation.
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.
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.
Watch Lisa Gavales, Executive Vice President and Chief Marketing Officer, EXPRESS, speaking at the ANA Brand Conference presented by The New York Times.
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.
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.
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.
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.
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.
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.
Use this three-step method to boost your marketing spend while keeping the CFO in line with your objectives.
CMO Mark Addicks leads General Mills' lineup of culinary superheroes like Betty Crocker and Jolly Green Giant into the digital age of social networking.
Today's brand managers face a fragmented media landscape where they must be project managers and marketers.
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.
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.
With more tools than ever at their disposal, marketers need to integrate across all channels.