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CMO Zone: Related Articles

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Succeeding as an Organization’s First Chief Marketing Officer

According to Spencer Stuart, CMOs now exist in 62% of companies. However, the role remains poorly defined, making it challenging for new CMOs to keep their position.

Insights from IBM’s C-Suite Global Studies of CMOs and CFOs

Ron Kline, director of marketing, midmarket and business partners organization, and Kevin Scully, director, brand systems, IBM Corporation, shared the results of IBM’s recent CMO and CFO studies.

KPMG’s Global Brand Ambassadors

Shawn Quill, director, sports marketing and sponsorships, KPMG, discussed KPMG’s approach to sponsorship, including how it leveraged its relationship with a golf champion.

CMO Conversation with Lisa Baird from the United States Olympic Committee (USOC)

In this webinar, Gary Elliott, former VP, Hewlett Packard, had an in-depth conversation with Lisa Baird, CMO, USOC.

The Transformative CMO

Korn/Ferry International has identified the three competencies most essential for success as the role of the CMO expands: creating the new and different, focusing on actions and outcomes, and inspiring others.

Customer Experience and Communication Management: The Art of Building Enduring Customer Bonds

This white paper from Merkle shares 10 tips for creating content that will help brands connect better with consumers.

Research Report: Q1 Member Benchmarking Survey Results

This report is based on questions posed by ANA members. Topics covered in this survey include agency relations, production management, agency compensation, shopper marketing, and marketing organization.

The Roadmap to Becoming a Data-Driven Brand

Perianne Grignon, SVP chief marketing officer, [x+1], and David Skinner, SVP Corporate Development, [x+1] discussed how some of the largest brand marketers are using data management platforms (DMP) to maximize campaign performance and ROI.

Global Brands Leverage Social to Elevate Their Actions

Vijay Sundaram, CMO, SocialTwist, described how sophisticated social media integrations can enhance the value of both event marketing programs and corporate partnerships.

Everything Facebook Really Needed to Know about Reaching People, It Learned from Local Television

Abby Auerbach, executive vice president and chief marketing officer, TVB, provided an in-depth look at how local broadcast television delivers on marketers' long-sought desire for personal connections with consumers and offers the intimacy of social media with the scale of television.

Everything Facebook Really Needed to Know about Reaching People, It Learned from Local Television

Abby Auerbach, executive vice president and chief marketing officer, TVB, provided an in-depth look at how local broadcast television delivers on marketers' long-sought desire for personal connections with consumers and offers the intimacy of social media with the scale of television.

CMO Conversation with Chad Vincent from Sartori Cheese

In this webinar, Becky Saeger, former CMO, Charles Schwab, had an in-depth conversation with Chad Vincent, CMO, Sartori Cheese.

Jockey’s Accountable Compensation Model

Dustin Cohn, chief marketing officer, Jockey International, and Rich Feitler, president, TPN, discussed Jockey and TPN’s new agency compensation model, which was implemented in 2011.

Healthy Metrics

Cleveland Clinic is setting the pace for capturing marketing effectiveness. Just as it tracks metrics on how successfully it treats patients, Cleveland Clinic also reports on the outcomes of its marketing and communications.

Rekindling the American Dream

PulteGroup’s Deborah Wahl Meyer is revolutionizing real estate marketing and the way that Americans buy homes. She also shares her seven pillars of success.

The Diversity Dilemma

While increasing diversity in the industry continues to be a hot-button issue, ANA members like Dell, IBM, and Visa are responding to the challenge. Five best practices offer ways to create a more diverse workplace.

The Moving Walkway to the Digital Marketing Hub

Once a brand decides to address its enterprise challenges with a Digital Marketing Hub, three steps are in order. Develop a maturity model, clean up processes, and integrate creative.

Too Much Data?

While the reams of new data can be difficult to manage, harvesting it can lead to more effective marketing campaigns. Learn how data analysis led to the "Green Line" campaign from Fidelity.

Worldly View

Read about insights from AB InBev CMO Chris Burggraeve on marketing to a global audience. He covers global strategy implementation, new media platforms, and more.

Beer: The Real Social Network

Chris Burggraeve, chief marketing officer, Anheuser-Busch InBev, described how the world’s leading brewer has helped people connect in real life for thousands of years and how the company is now fusing physical and virtual social networks to drive brand growth.

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