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CMO Strategy
Meet the Woman Behind ABC's Apple-Themed 'Duets' Promo
The "Duets" commercial is an "homage" to Apple's famed "1984" ad, said Marla Provencio, ABC's new chief marketing officer.
There's a Message to Marketers in Facebook's IPO Slide
The stock market's subdued reaction to Facebook's IPO suggests doubts over the value of social engagement.
Brand Z Study: IBM Leapfrogs Google as No. 2 Global Brand
IBM leapfrogged Google, rising to No. 2 behind Apple, with brand value of $116 billion last year, according to the latest Brand Z ranking from Millward Brown. Of course, CoreBrand three weeks ago put IBM at No. 66. Here's why the discrepancy.
A Code of Honor for All CMOs to Follow
Will years of ethical neglect bring about a day of reckoning for CMOs? Or will we pledge to truth and authenticity?
Change Gauge: 20 Big Marketing Moves From the First Half
For major companies, from retailers to restaurants, some of the best marketing talent is coming from an unlikely place -- well outside their categories.
Starbucks Promotes Young-Scrivner to President of Canada
Starbucks upped Global CMO Annie Young-Scrivner to president of Canada, its second-largest market after the U.S.
Delete Creativity? That's Bad for Business
Besting the competition is the endgame of most marketing, and one of the most enduring and reliable ways of so doing is a creative idea.
AmEx Tests New Ways to Transact in Social Media
While adland has obsessed over what brands should say on these social-media outlets, AmEx's John Hayes and his team are testing ways to transact there.
ANA: Two-Thirds of Global Marketers to Change Agency Compensation
Compensation and performance incentives were debated at the Association of National Advertisers' Financial Management Conference.
Jockey Tells ANA Its 'Accountable Comp' Agency Model Works
Jockey is known for its briefs, so it's rather fitting that the brief it gave to ad agencies during a review process last year was an unusual one.
RIM Names Frank Boulben CMO
Ahead of its last-ditch effort to stay relevant in smartphones, BlackBerry parent Research in Motion has hired a chief marketer.
Big Data Requires Complex Analysis, But Don't Be Scared Off
Segmentation groups customers based on characteristics. But it can get so complex that companies become paralyzed.
Buy Online, Pay at a Store -- a Novel Pathway to Building Brand Loyalty?
Walmart's "Pay With Cash" program suggests novel ways of looking at customer relationships, both online and offline: holistic marketing to raise brand loyalty.
