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CMO Chris Capossela has witnessed several transformational changes in the business of marketing at Microsoft over the past 22 years.
Marketing2020 found that winning organizations have a clearer brand positioning and higher internal brand engagement relative to underperformers.
Armed with smartphones and tablets, consumers are searching all day, every day, providing millions of moments of discovery and research.
Can an ad campaign influence consumers to buy more water? According to a new study by Nielsen Catalina Solutions (NCS), it can—but only if done right.
Reaching any desired audience is always a bit of a challenge for marketers, particularly amid an ever-fragmenting media landscape.
Chevrolet shared how TV, print, and digital amplified awareness of a campaign, while experiential and social created a conversation about how to apply the lessons of Dr. Martin Luther King to modern-day life.
Marketing2020 research also shows that, relative to their peers, brands with a purpose significantly over-perform in multiple performance indicators.
In this guide, we identify the main pillars of profit-driven marketing—recognizing value, targeting outcomes and capturing demand—to help you achieve a better bottom line.
Vestas used media partnership, influencer engagement, and social sharing to launch its clean energy initiative “Wind for Prosperity.”
GE used “Windbikes” to communicate the ease of producing renewable energy to politicians in Berlin in hope of reinvigorating their enthusiasm for clean energy.
Amnesty International shifted public opinion on capital punishment by using tray liner ads to reach food court diners.
Elaine Lawson, vice president of U.S. digital marketing at MasterCard Worldwide, discussed how MasterCard leveraged digital and social media channels to #DoGood in support of the company’s partnership with Stand Up to Cancer.
Gillian Smith, chief marketing officer at City Year, shared key lessons learned, and insights on how its message resonated with Millennials and drove significant increases in awareness among the influential group through social media.
USAA successfully used promoted tweets and keywords to join online conversations around Memorial Day and to encourage social media users to #HonorTheFallen.
Dove used sketches to help women realize just how beautiful they are while also making real beauty a global topic of discussion.
Gerald E. Johnson II, chief diversity officer and senior vice president, engagement marketing at the American Heart Association, discussed how the brand raised awareness and educated the African-American and Hispanic communities about heart disease through various multicultural initiatives and advertising campaigns.
Marketing Makes a World of Difference: Interview with Morten Albaek, CMO of Vestas on Wind for Prosperity
Today’s social media environment with its constant sharing, commentary, advocacy and criticism has dramatically shifted the rules of “doing good business,” and global marketing organizations must evolve to address new challenges and opportunities.
In this white paper, Hill Holiday and Lippincott define what being a Human Era company means, and who is doing it well. Building from a large data set of over 800 companies, they examine the leaders and define the behaviors of companies — both big and small — that are able to break through in this new environment and build trusted, authentic connections with consumers.
Marie Devlin serves customers’ passions at American Express. Her team is getting out the message that American Express has cards and services for everyone, and promoting membership benefits provided by products across the portfolio.
Today, “Go Red For Women” is the largest network of women dedicated to ending heart disease, which it accomplishes through storytelling and mobilizing women to take action. As a result of its efforts, more than 1.5 million women have been recruited to help the Go Red movement, and 330 fewer women are dying daily from heart disease.