Power Players, 2008: 26 - 30

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INDEX | 1 - 5 | 6 - 10 | 11 - 15 | 16 - 20 | 21 - 25 | 26 - 30
26 DENNY
MARIE POST
CHIEF MARKETING OFFICER
T-MOBILE USA
AD BUDGET:
$831.3 MILLION
AGENCIES INCLUDE:
  • Publicis' Publicis West, Seattle; Optimedia International U.S., New York
  • POWER PLAY:
    Denny Marie Post, 51, arrived at T-Mobile last June from Starbucks Corp., where she was senior VP-food and beverage. Perking up T-Mobile will be no small challenge. T-Mobile is trying to go residential, enabling consumers to turn their homes into "hot spots" with unlimited calling on multiple lines. But the concept is baffling to many consumers, and the service isn't available nationwide. T-Mobile got hammered hard with the defection of many iPhone enthusiasts to AT&T. On the plus side, T-Mobile finally has a hot new gadget, the G1, available at stores starting next week. Loaded with powerful new applications from Google and Amazon, it's touted as the year's biggest handheld breakthrough.
    DOWNSIDE:
    T-Mobile gets positive marks for its outstanding customer service and wireless-plan flexibility, but its brand heat has cooled with the wait for a must-have phone. AT&T this year quietly took over T-Mobile's role as a Wi-Fi-hot-spot provider for Starbucks after T-Mobile spent years establishing a presence there. Analysts project the G1 will sell fewer than 500,000 units this year, while demand for iPhones also cools. The G1, powered by Google's Android software, may eventually deliver new forms of mobile advertising to handsets. But consumers are likely to opt out en masse from receiving spam-like ad messages through their cellphones.
    27 JOE
    TRIPODI
    CHIEF MARKETING AND COMMERCIAL OFFICER
    COCA-COLA CO.
    AD BUDGET:
    $776.8 MILLION
    AGENCIES INCLUDE:
  • MDC's Crispin Porter & Bogusky, Miam
  • Publicis' Publicis, Starcom MediaVest Group, New York
  • WPP's Berlin Cameron United, Ogilvy, MediaCom, New York
  • Doner, Southfield, Mich.
  • Mother, New York
  • Venables, Bell & Partners, San Francisco
  • Wieden & Kennedy, Portland, Ore.
  • POWER PLAY:
    Joe Tripodi is known as a nuts-and-bolts marketer, differing from previous top Coca-Cola marketers who were focused more on image than on sales. Perhaps because of that, Coca-Cola for the first time consolidated in-store sales marketing under him. All marketing disciplines came together for Coca-Cola's massive Summer Olympics blitz, showing the marketing world exactly what Coca-Cola is capable of doing. It used traditional and emerging media, as well as packaging and artist partnerships, to blanket the world with its Olympic message. Those efforts seem to have paid off, with Coca-Cola up 17% in revenue and 3% in case volume for the second quarter.
    DOWNSIDE:
    Coca-Cola wants to save between $400 million and $500 million a year by the end of 2011, and it's looking to find some of those savings in marketing. The company has said it will increase the use of global campaigns. Coca-Cola will also streamline its agencies. The plan is to reinvest marketing efficiencies into brand-building activities.
    28 DAVE
    BURWICK
    CHIEF MARKETING OFFICER
    PEPSI-COLA NORTH AMERICA BEVERAGES
    AD BUDGET:
    $473 MILLION
    AGENCIES INCLUDE:
  • Omnicom's BBDO, Dieste Harmel & Partners, Spike DDB, Tribal DDB, OMD, New York
  • POWER PLAY:
    Dave Burwick has returned to an expanded role in PepsiCo's North American beverage division following stints in the beverage giant's Canadian division and most recently as VP-commercial at PepsiCo International, where he was responsible for international sales and marketing. His new mandate is to reignite growth in the North American beverage business. Mr. Burwick will be responsible for a broad portfolio of beverage brands ranging from Pepsi to Gatorade to Izze all-natural, sparkling fruit juices. Major marketing dollars accompany Mr. Burwick's new charges. The Pepsi brand commands an annual budget of $162 million, while Gatorade spends $175 million.
    DOWNSIDE:
    Bringing excitement back to the beverage business, particularly the carbonated-soft-drink part of it, is a tall order. Volume in the PepsiCo Americas Beverages division was down 1% during the second quarter, driven by a 3% slide in North America. Carbonated soft drinks in North America declined 2%. The carbonated-beverage category has been suffering consistent declines, as consumers turn to better-for-you beverages. And marketing budgets also appear to be shrinking across the board at PepsiCo. Spending was down 1.2% in 2007 to $1.3 billion for the entire company.
    29 JON
    IWATA
    SENIOR VP-MARKETING AND COMMUNICATIONS
    IBM CORP.
    AD BUDGET:
    $558.7 MILLION
    AGENCIES INCLUDE:
  • Publicis' Digitas, New York.
  • WPP's Ogilvy, New York
  • POWER PLAY:
    Jon Iwata, 46, is new to the marketing role at IBM, having just added marketing to his title in July as part of a company reorganization that will unite the previously separate business units of communications, marketing and corporate citizenship. However, Mr. Iwata knows the culture and brand of IBM well, having started his career in the communications department in 1984. Mr. Iwata should bring fresh perspective to IBM's marketing. He's long been recognized as a PR powerhouse within the industry and was most recently listed as one of the top three PR leaders (along with Harold Burson and Richard Edelman) most often mentioned by other PR professionals in a survey by Heyman Associates. IBM's U.S. Open sponsorship continues as one of its most innovative marketing partnerships.
    DOWNSIDE:
    Reorganizations take time, and that, combined with the poor economy, will likely slow down Mr. Iwata's marketing plans. He certainly should be able to capitalize on his extensive internal experience, but how quickly will the talent and budget be in place for new external marketing? IBM, in fact, hasn't had a new consumer-facing marketing effort in years, since "What Makes You Special?" in 2006, and even then the generic innovation message was branded as too vague. It could be a long wait to see the results of Mr. Iwata & Co.'s marketing vision.
    30 DAVID
    OVENS
    CHIEF MARKETING OFFICER
    TACO BELL, YUM BRANDS
    AD BUDGET:
    $240.1 MILLION
    AGENCIES INCLUDE:
  • Interpublic's DraftFCB, Orange County, Calif.
  • Omnicom's Dieste Harmel, Irvine, Calif.
  • WPP's Mediaedge:cia, New York
  • POWER PLAY:
    Since David Ovens, 50, took the marketing reins in August 2007, Taco Bell has risen from the laggard in Yum Brands' restaurant portfolio to the leader. The chain has found that its low prices and appeal to millennials are the right mix to ride out the recession. Taco Bell last summer launched a value platform, with an array of items between 79¢ and 99¢, that appears to have boosted sales. Also introduced: a blended-ice beverage called the Fruitista Freeze. The Mexican fast feeder scored big with a World Series promotion, which it's likely to follow up on this year. Taco Bell is a leader in the all-important late-night daypart. UBS analyst David Palmer estimates that Taco Bell's second-quarter same-store sales were up 7%, while Yum siblings Pizza Hut and KFC (with a higher proportion of dinner sales) are suffering by comparison.
    DOWNSIDE:
    With consumers growing increasingly conscientious, the fast-food industry is expected to become increasingly competitive. Taco Bell, which introduced its lower-fat and -calorie Fresco menu in January, still isn't viewed highly in the area of health and wellness. In addition, McDonald's Corp., Burger King Corp. and Wendy's International are all making pushes into late night.
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