Three Win European CMO of the Year

Executives Honored for Boosting Sales, Turning a Company Around and Growing Customer Base

By Published on .

LONDON (AdAge.com) -- Marketers from Fiat, Bugaboo and Telekom Austria were named 2008 European CMO of the Year last night at an award's ceremony in Frankfurt, Germany.

Madeleen Klaasen, marketing director at Bugaboo International, was honored for her unconventional but successful strategy that positioned Bugaboo as a lifestyle product, advertising the strollers in glossy magazines and on TV using glamorous parents but no children.
European CMO of the Year: (From l.) Hannes Ametsreiter, CMO, Telekom Austria; Madeleen Klaasen, marketing director, Bugaboo International; Luca de Meo, CMO, Fiat Group, and CEO, Alfa Romeo and Abarth
European CMO of the Year: (From l.) Hannes Ametsreiter, CMO, Telekom Austria; Madeleen Klaasen, marketing director, Bugaboo International; Luca de Meo, CMO, Fiat Group, and CEO, Alfa Romeo and Abarth

Gwyneth Paltrow, Gwen Stefani and Cynthia Nixon (Miranda on "Sex and the City") have all been seen with Bugaboos, thanks to a tightly targeted media campaign. Ms. Klaasen, a former Nike Europe brand-marketing manager, joined Bugaboo in 2001. Sales reached $103 million in 2007, up tenfold from $10.3 million in 2003.

At Fiat Group, Luca de Meo won for his impressive turnaround of the Italian automaker, where he holds an equally impressive three titles: CEO of Alfa Romeo, CMO of Fiat Group and CEO of Abarth sports cars.

Using an innovative and largely digital-marketing strategy, Mr. de Meo helped Fiat return to profitability in 2007 for the first time since 2000. For the relaunch of the classic Fiat 500, a "500 wants you" website (launched 500 days before the car itself) drew fans from all over the world.

Mr. de Meo started his career at Renault Italy, then moved to Toyota Europe and Lancia before joining Fiat in 2004 as head of brand and commercial.

Hannes Ametsreiter, CMO of Telekom Austria and Mobilkom Austria, who has been with the company for 12 years, completed the trio of winners

His achievements include a bold merger of the fixed and mobile networks, the development of IPTV and the launch of no-frills discount brand Bob. He oversaw the 2005 expansion into Eastern Europe, where the customer base grew by more than 50% between 2006 and 2007.

Hugh Burkitt, CEO of the Marketing Society in the U.K., said, "This event is establishing itself as the most prestigious European competition for CMOs."
In this article:
Most Popular