Honorees reflect on ad roles

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Scott Bedbury has worked for two shining stars in the marketing galaxy. Following a role at Nike in the 1980s, he was honored for spreading the gospel of Starbucks coffee in 1997. He and other former Marketing 100 recipients were quizzed on a variety of topics:

"After we launched the 'Just do it' campaign in August 1988, I discovered that the promotions arm of the company had plans for 'Just do it' pencils, napkins, swizzle sticks. We pulled it back. ... I made it a point to retire a commercial before it wore out its welcome, like a great athlete ... Where at Nike that was just one tool among many, at Starbucks experience marketing was a sensuous sledgehammer."

Scott Bedbury,

CEO of Brandstream,

former worldwide advertising

director at Nike,

chief marketing officer at Starbucks

M100, 1997

"I've seen a lot of these kind of up and down cycles ... Basically, the PC is as important as it ever has been ... When we started, our brand was virtually unknown. Now our brand is in the top 10. For an ingredient, it is pretty amazing."

Ann Lewnes,

VP-consumer marketing, Intel Corp. M100, 1998

"Consolidation is creating conflict and bureaucracy, and I believe there is far too much inward focus and not enough client and consumer focus. Burger King ... taught me you don't need all that infrastructure."

John Cywinsky,

chief marketing officer, Applebee's International, who as USA marketing director, Burger King Corp., handled "Lion King" promotion, M100, 1995

"Everything is faster, faster, faster. We're presenting new product ideas to our customers in some cases more than a year in advance. That's a radical change from what we did in the old days. ... There's virtually no test marketing. No one can afford the time or exposure to competition."

Larry Peiros

group president at Clorox Co.,

former director of marketing-household products, handling Clorox Clean-Up M100, 1993

"Everyone has a view on where and how the dollars should be spent. While brand building is essential for the manufacturer, the retail side demands price and promotional advertising. It is the eternal battle."

Tom Shaver,

senior partner,

J.D. Power & Associates,

former consumer marketing director for GM's Saturn Corp.

M100, 1992

Good marketers "all have a passion for understanding the consumers better than anyone else and then working to exceed the consumers' expectations. That can be quantitative or visceral. You can be good or you can be lucky, but they all have that same thing working for them."

Wayne Sanders,

chairman-CEO,

Kimberly-Clark Corp.,

who helped create a new childcare category with K-C's Huggies Pull-Ups

M100, 1992

"Once the target audience and competitive set have been identified and the unique and ownable points of difference established, the marketing team can focus its attention on the day-to-day implementation of the marketing strategy and communication."

F. Warren Ellish,

president-CEO,

Ellish Marketing Group,

former VP-marketing, Boston Chicken

M100, 1994

"One of the most powerful lessons to learn is your brand has an identity beyond five words. The brand must be communicated and understood by everyone in the company."

Joanne Bischmann,

VP-marketing,

Harley-Davidson Corp.

M100, 1993

"You have to live your product. It has to be your life. It has to be your pride. It has to be your church, and it has to be your children. If you're not completely swimming in your business, your brand, it's not there."

Michel Roux,

Carillon Importers president,

who represented Absolut as president-CEO, GrandMet

M100, 1992

"The creative process [at eBay] is similar to when I was with Pepsi, but we spend about three zeros less!"

Brian Swette,

chief operating officer, eBay,

who is the only three-time Marketing 100 honoree, for his efforts at eBay and PepsiCo in 1992, 1997 and 1999

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