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"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.
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.
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.
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 digital world can't stop at the front door of the brick-and-mortar retail space.
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.
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.
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.
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, former Burger King global CMO, has been named Arby's new CMO as part of an effort to turn the business around.
Adaptive marketers report higher performance in sales, customer satisfaction and innovation than rigid ones. Follow their lead by kicking bad habits.
What Senior VP-Marketing Drew Panayiotou will -- and won't do in this new year.
Major marketers talk about their resolutions for making the most of their company-ad agency relationships
At the North American International Auto Show in Detroit, Ad Age talked strategy with Ford's Jim Farley, Audi's Scott Keogh, Chrysler's Olivier Francois and Hyundai's Steve Shannon.
Four Seasons VP-Marketing Susan Helstab talks about the company's new customer experiences and revamped website, which will incorporate user-generated reviews -- still somewhat unusual for luxury brands.
Lenovo is the No. 2 computer maker in the world. But when it comes to overall brand awareness and consumer affinity, it trails rivals. Learn how the company plans to change all that.
How have Allstate and Burnett maintained their long partnership? To get some insights, Ad Age sat in on a late-December meeting and interviewed key members of the Burnett-Allstate team. Here is what we found.
Full ArticlePepsiCo's Brad Jakeman has three tips for making your brand messaging creative and effective.
Full ArticleBacardi Global Chief Marketing Officer Silvia Lagnado invited former Unilever CMO Simon Clift to talk to her team. Mr. Clift shared his major points with Ad Age. A few are listed here, along with observations from Ms. Lagnado.
Full ArticleIf ever there was a bone of contention between agency and client, it's spec creative -- an agency producing work to dazzle a prospective client. And while even some client-side people are beginning to question its value, the practice isn't going away anytime soon.
Full ArticleHere's a ranking of 10 forward-thinking executives, and some takeaways that may help you become a better client. And we included five to watch for the near future.
Full ArticleAgency-client relationships are like a marriage. They can start to wear during the months and years ahead as the difficulties of daily life set in, but how you manage those things is what matters.
Full ArticleNascar has endured several bumpy years, but TV ratings are recovering, and execs have charted a five-year plan for growth.
Full ArticleDespite a sense of inevitability and a bit of deification when it comes to Mark Zuckerberg, "The Facebook Effect" is a valuable chronicle of the social network's transformation.
Full ArticleLessons on how to create compelling and fan-earning campaigns on the world's most popular social media platform
Is it a phone, a wallet or a mall? Mobile phones and tablets make it easier for consumers to research and buy. Learn who's already buying, how consume... More
Shopper marketing is a complex undertaking. This four-part series explores how companies that do it best are practicing it, and what you can learn fro... More
A survey of how women are really using technology today, from laptops to mobile, in collaboration with JWT. Download slides by clicking the AdAge.com/... More
Learn the ideas and thinking behind this year's most winning work. This report also includes video links and the Winners List, complete rankings for m... More
How do you craft insightful, effective shopper marketing campaigns? Here are five successful case studies from Kimberly-Clark, Con Agra, Taco Bell, St... More
This white paper, produced with partner Kantar Media, examines the state of pharma marketing today, how digital information and social-media channels... More
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