Colleen Milway

Global Media Director, Campbell Soup Co.

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Colleen Milway is making sure Campbell Soup Co.'s new-media efforts succeed as she extends the marketer's prime season beyond October to March.
COLLEEN MILWAY
WHY SHE WAS CHOSEN:
  • Studied how online behavior affects offline soup sales

  • Cause marketing drives strong awareness


A veteran of Campbell as global media director, Ms. Milway, 44, says, "This year is the biggest year of change for us" in terms of evolving beyond the traditional TV efforts that historically have made up 70% of the media budget. She is growing interactive media and building accountability for those nontraditional initiatives.

So far this year, Ms. Milway and agency partner Mediaedge:cia have tested targeted online initiatives with both Yahoo and AOL, monitoring sales resulting from ads and promotions tailored to core users of the Chunky, V8 and Pace brands for Yahoo and Prego for AOL. Campbell tapped the Nielsen Homescan Consumer Panel, an opt-in panel of consumers, to track specific users' online behavior and how it affected offline sales.

Lessons learned from the tests, such as how different creative messaging and target categories affect results, are crucial to moving forward , Ms. Milway says. "We will continue to test our way into new platforms and invest in those that present the best opportunities."

This year has also been one of expansion for Campbell's branded-entertainment efforts. They include a partnership with NBC's "Deal or No Deal" and Hachette Filipacchi's Woman's Day to tout Campbell's Healthy Request line's 25% sodium reduction and a new link to the American Heart Association that extends to heart-healthy Prego and V8 products. Both promotions, which drove awareness of the AHA's cause, generated strong PR impressions, she says.

In addition, a custom vignette that aired for three consecutive weeks on CBS's "The New Adventures of Old Christine" helped Campbell increase visibility. Ms. Milway has tested expanding Campbell's media buys beyond its typical October-to-March ad season over the past three years and this year has become a year-round spender.

"In this world of 'fad' media, Colleen ... works hard to separate true, business-driving innovation from the more superficial trends," says Sue Kaufman, managing partner, Mediaedge:cia.

BET YOU DIDN'T KNOW:
Watching the TV sitcom "Bewitched" inspired Ms. Milway as a young girl to pursue a career in advertising. She also used to play a game with her siblings to see who could be the first to guess the product featured in a commercial. They kept score and the one with the most points at the end of the show would win.
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