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CMO Strategy
CMOs Must Fully Embrace New Technology, or Fail, And They Know It
May 08, 2013
CMOs feel huge pressure to satisfy customers, a survey shows, but haven't fully embraced the technology that's required.
Loyalty Programs Need to Put Customers' Needs First
May 08, 2013
Let's rethink reward programs: To customers, loyalty means long-term mutual trust, not points for purchases. They want personal attention.
Procurement Execs: Cost Shouldn't Be Main Thing, But It Is
May 07, 2013
Despite much talk about procurement executives evolving the discussion to be more about marketing ROI, a new survey says they are still mostly being judged on cost reduction.
Asics' New Ad Aims to Show Brand Isn't Just for Runners
May 07, 2013
Asics expects training will be its biggest business, after running.
Walmart Taps Agency Behind Bloomberg Gun-Control Effort
May 07, 2013
'Real Walmart' campaign aims to refurbish retailer's image, with help from agency behind Bloomberg gun-control effort.
JC Penney Had the Right Big Idea, But Flubbed the Details
May 06, 2013
J.C. Penney heard customers' dislike of department store sales, but failed to deliver honesty they could trust.
J&J Launches Massive Corporate-Image Rebranding Campaign
May 06, 2013
Corporate-image push focuses on company's role as a long-term provider of health care for "stakeholders': doctors, consumers -- and regulators.
Keeping Time: Why CMO Tenure Has Doubled
May 06, 2013
The CMO's tenure nearly doubled from 23 months to 45 as the position gains more respect from the CEO and forges closer ties to the CIO.
Wells Fargo Tries to Strike Emotional Chord With Consumers In New Ad
May 03, 2013
Wells Fargo's chief marketer Jamie Moldafsky said the new ad, which strays from marketing products and services, is a big repositioning for the brand.
Coke Crowdsources Song For American Idol Finale
May 03, 2013
When Carly Rae Jepsen steps out on the "American Idol" stage for the Season 12 finale May 15, she will be performing a song crowdsourced via Coca-Cola's "Perfect Harmony" program.
Taco Bell Tests Tests 'Low-End' $1 Cravings Menu
May 02, 2013
Taco Bell Chief Marketing and Innovation Officer Brian Niccol said the company is working on redefining value and will address customers' needs with a dollar menu.
JC Penney Says It's Listening, Brings Back St. John's Bay Brand
May 02, 2013
Beleaguered retailer JC Penney is launching a social-media offensive to let consumers who left the brand to know it's now listening.
Pattern Forming: Pepsi, GM Latest Marketers to Yank Ads Deemed Offensive By Consumers
May 02, 2013
This new trend of yanked spots is amounting to a lot of time and money wasted, and tons of bad publicity for marketers.
JC Penney Apologizes With New TV Ad
May 01, 2013
"Come back to JCPenney," a new commercial from the retailer says. "We heard you."
Three Top Marketers With Agency Backgrounds Reveal Why They Switched Sides
April 29, 2013
Execs from Mondelez, Gap and Target discuss differences in control, pressure and creativity, plus what agencies just don't get about clients.
Big Beer Facing 'Brutal' Spring Sales Slump
April 30, 2013
It's been a spring to forget for big beer brands, which after showing signs of life last year are slumping through a brutal 2013 so far.
Does Your Company Need an Agency-Relations Director?
April 29, 2013
Deb Giampoli describes her job as everything from marriage counselor to adviser to "agency slut."
Join Ad Age at CMO Strategy Summit June 4 in San Francisco
April 29, 2013
With the CMO Strategy Summit, Ad Age has created an intimate gathering of savvy marketing leaders who, through innovation and creativity, are managing brands small and large.
The Key to Engaging Today's Video Audiences: Respect Their Time
April 28, 2013
To succeed in a multi-platform world, advertisers must respect the value of the viewers' time and deliver creative tailored to each situation and device.
How the NFL Turned Its Draft Into the 'McRib' of Sporting Events
April 29, 2013
Among sponsors and advertisers, the NFL Draft is now viewed as a "tentpole event" where they can directly connect their brands to the country's most-popular sports league.
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