×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

40 Under 40

CHRISTINA ZWICKY, 26

By Published on .

The prospect of the consumer in control is top of mind for brand managers like Christina Zwicky.

Due to new outlets like blogs, "there's going to be a lot of trying to determine how much [brand managers] control the marketing mix and how much you let consumers control," says Ms. Zwicky, 26, a student at UW's Center for Brand & Product Management. She adds that consumers "want to drive their own message. [The challenge is] trying to manage that message ... without having it be too contrived or 'packaged.' "

The ad agency must "have more of a role in the brand-marketing group," she says, though adding that "the ownership of the brand needs to stay with the brand manager."

The best such execs, says Amy Schmidt, director of the center, are "stewards of the brand."

U. Of Wisconsin - Madison

* MBA student at UW brand management center

* Worked as Unilever asst. brand mgr.
In this article:
Most Popular