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CMO Zone: Related Articles

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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.

General Mills: Winning with Multicultural Consumers

Mark Addicks, SVP & CMO of General Mills, showcases General Mills' approach to multicultural marketing, steps taken over the past four years to cultivate these consumer segments, and plans to continue building relationships in the future.

Amway: Building Business the American Way

Candace Matthews, chief marketing officer of Amway, discussed how the company’s versatile marketing strategies—centered on a culture of brand acceptance and regional sales models that blend innovation, technology, and interpersonal relationships—have led to the brand’s recent successes in emerging markets.

Darden Restaurants: Formula for Growth

John Caron, chief marketing officer, Darden Restaurants, discussed how Darden manages their six, very different brands successfully.

Samsung: Experimental Marketing Driving Business Growth [Archived]

Ralph Santana, senior vice president and chief marketing officer, Samsung Electronics North America, discussed how Samsung is working to meet its goal of attaining $400 billion in revenue by 2020.

CMO/Agency CEO Roundtable

A panel of brand CMOs and agency CEOs debated a variety of issues that impact the client/agency relationship including procurement, compensation, and digital media.

Geico: Un-Boring Insurance [Archived]

Ted Ward, chief marketing officer and vice president of marketing, Geico Auto Insurance, and John Adams, chairman and chief executive officer, The Martin Agency, Inc., discussed how Geico has made selling car insurance fun through their innovative ad campaigns.

Loyal Investors Encourage Fidelity Expansion [Archived]

Jim Speros, executive vice president and chief marketing officer, Fidelity Investments, discussed Fidelity’s highly successful “green line” campaign.

RIM Races to the Top [Archived]

As consumers continue to rely on BlackBerry as a secure way to communicate, Research in Motion (RIM) is sticking to its proven methods for achievement. RIM CMO, Keith Pardy, and Starcom MediaVest CEO, Laura Desmond, discussed their strategy, relationship, and formula for success.

Dell: Building a Brand that Endures [Archived]

Erin Nelson, former SVP and CMO at Dell Inc., and Karen Quintos, SVP and CMO at Dell, Inc. discussed the company’s journey in evolving its brand to deliver results that endure over time and support business growth.

Kellogg's Pop-Tarts: A Consumer Journey Through the Media Lens of Paid, Owned, and Earned

Mark Baynes, vice president and global chief marketing officer at Kellogg’s, demonstrated how Pop-Tarts uses paid, owned, and earned media to connect with its target consumers.

Procter & Gamble: Purpose Inspired Brand Building

Marc Pritchard, global marketing officer at The Procter & Gamble Company, explained how his company is implementing purpose inspired brand building to deliver market share growth and increased sales in targeted consumer markets.

Final Say: Boomers Coming of Age

The baby boomer generation is redefining what it means to be retired. As the first baby boomers inch closer to turning 65, it’s important for brands to understand how they differ from generations past.

Outrigger Case Study: Integrated Media Test

Robert L. Solomon, senior vice president and chief marketing officer at Outrigger Enterprises Group, shared a case study of his brand's outcomes and insights from an integrated marketing test that ensued after he rejected agency recommendations and dismissed publishers' proprietary research claims.

On the Battlefield: How Mazda Uses Metrics and Creativity Online [Archived]

Don Romano, CMO at Mazda North American Operations, and Patrick Sarkissian, CEO at Sarkissian Mason, provided an overview of the way creative ideas online are influenced by metrics and analysis.

Subway's Fresh Take on Branded Message Integration

Tony Pace, senior vice president and chief marketing officer of the Subway Franchisee Advertising Fund Trust, discussed how Subway is using branded message integration to better connect with consumers.

Fresh Thinking

Subway CMO Tony Pace relies on thematic brand messaging to get the most from his marketing budget.

The Hallmarks of a Visionary Marketer [Archived]

Are you a visionary marketer? If you answered yes, you could be mistaken. That's one of the key findings of the ANA's State of Marketing Survey, which asked 150 marketers about the role of marketing in their organizations.

Walmart: Saving Money, Living Better, Accelerating Growth

Stephen F. Quinn, executive vice president and chief marketing officer, Walmart U.S., Walmart, discussed Walmart's efforts to continue to provide their customers with solutions that will allow them to "save money, live better" during this economic downturn.

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