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CMO Strategy
Unilever Cuts Agency, Production Spending Even as Ad Costs Rise
"We significantly reduced our non-productive spend during the year...That's the money we spend on production costs and agency fees, money that's not directly driving the exposure of our brands to the community and consumers," Unilever CFO Jean-Marc Huet told investors Thursday.
Which Way to Grow When Nearly Every Agency Offers Digital?
Marketers and their agency partners must embrace this period of change and grow alongside each other. A survey shows both facing a kind of digital adolescence.
Reardon Elevated to CMO at Macy's
The retirement of Ron Klein, Macy's chief stores officer, has tipped off a series of shuffles at the retailer, including the elevation of Martine Reardon to CMO.
Mercedes Names Bernhard Glaser VP-Marketing for U.S.
Bernhard Glaser, a 20-year veteran of Mercedes-Benz, has been chosen as VP-marketing for the U.S. operation by the man he is succeeding, U.S. CEO Steve Cannon.
The Smartphone Shopping Experience Needs to Come Inside the Store
The digital world can't stop at the front door of the brick-and-mortar retail space.
Change Gauge: 20 Key Marketing Moves
As we begin 2012, we find several themes in corporate transformation and the battle for market share. See which execs have moved where in recent months.
Rewarding Customers With Prizes Is No Guarantee of Loyalty
CMOs should avoid the race to offer rewards for loyal customers and think in terms of a variety of options that can build emotional affinity with the brand and create sustained demand.
Lurching from One Event-Sale Day to the Next, Don't Forget the Data You Need
Event-oriented retailing grows more popular each year, but it could be leading us to lose the handle on customer profiles and specific consumer engagement.
Are You Open to the World or Trapped Inside a Marketing Bubble?
The most innovative CMOs find ways to stay engaged and open to the world, but others live in a bubble, chained to the latest fads and industry machinations.
Russ Klein Joins Arby's as CMO
Russ Klein, former Burger King global CMO, has been named Arby's new CMO as part of an effort to turn the business around.
Want to Adapt Your Firm to New Media? Kick Bad Old Habits
Adaptive marketers report higher performance in sales, customer satisfaction and innovation than rigid ones. Follow their lead by kicking bad habits.
Keep the Change: Best Buy Marketing Chief's Resolutions for 2012
What Senior VP-Marketing Drew Panayiotou will -- and won't do in this new year.
How to Be a Better Agency Client
Major marketers talk about their resolutions for making the most of their company-ad agency relationships
