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Video Highlights: Women to Watch 2007

11th Annual Luncheon Honors 30 Industry Executives

Published: August 13, 2007

Coca-Cola North America's new chief marketing officer Katie Bayne was one of 30 women honored at Ad Age's 2007 Women to Watch event. Videography: Steve Raddock

NEW YORK (AdAge.com) -- In her remarks at Advertising Age's 11th annual luncheon last week honoring the year's Women to Watch in the marketing and media business, Coca-Cola North America's new chief marketing officer, Katie Bayne, hammered home the need to infuse advertising with new levels of entertainment. Commercial messages, she said, must have such high and memorable entertainment qualities that consumers remember and discuss them "the same way that they talk about favorite scenes in movies or great lyrics or moments in sports."

She was one of 30 honored as 2007 Women to Watch and typical of the other speakers who focused on the nuts and bolts of a wildly changing marketing business, as well as the essence of the female experience in the industry. On that latter subject, Julie Rieger, exec VP-managing director, ZenithOptimedia West Coast, triggered a loud round of applause and knowing bursts of laughter when she told the luncheon that "we're the accidental career path; we're the ones that nobody really wanted to be in. We're all the ones who wanted to be an account executive but apparently didn't have a nice enough suit."

Also see the related print story, Top Women Execs Weigh In on Biggest Issues in Marketing