Abbey Klaassen

CMO Strategy delivers the latest marketing strategy, theory, opinion and advice for CMOs, VPs of marketing and other senior industry execs. Top industry experts, advertising academics and leading brand chiefs offer guidance on the most important areas such as integration, the media revolution, accountability, ROI and corporate structure.

Columns from Ad Age Editor Abbey Klaassen on advertising and media.

Leslie Berland speaks the lingua franca of a startup: speed to market, simplicity, focusing on what hasn't been done before. That's not what you expect to hear from an exec at a 162-year-old Fortune 100 financial-services giant, where Ms. Berland is senior VP-digital partnerships and development. Marketers might do well to learn that lan...

> When Denise Morrison took over the top job at Campbell Soup. Co. a little more than a year ago, she asked herself: How do you get a 140-year-old company with almost a 60 marketshare in soup to innovate? The company had great margins and cash flow, but slow growth -- and driving profitable net sales growth requires innovation, she told a breakfas...

Speaking the day after she split her business into two separate publicly traded companies -- a global snacks business named Mondelez International and a North American grocery business called Kraft Foods Group, Irene Rosenfeld shared her insights from the split at the Fortune Most Powerful Women Summit in Laguna Niguel, Calif. Ms. Rosenfeld, fo...