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CMO Zone: Related Articles

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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.

Legal Affairs: A Changing Environment

Topics covered in this ANA Insight Brief include self-regulation and online privacy issues, green marketing and the government, online behavioral targeting, and the emergence of cloud computing.

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.

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.

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