Brita's Marketing Flows From Grassroots Effort
VP Sengelmann Taps Into a Need With PR Move and Spurs Growth
BATAVIA, Ohio (AdAge.com) -- In an interview with Advertising Age, Suzanne Sengelmann, VP-marketing for specialty products for Brita, discussed how offering a greener alternative to bottled water moved from being a PR program to a product to the focus of Brita marketing.
How Six Flags Markets Through Its Bankruptcy
Senior VP Vieira Barocas Says Strategy Grounded in Social Media, Fans
NEW YORK (AdAge.com) -- In a recent interview with Advertising Age, CMO Angie Vieira Barocas discussed Six Flags' marketing strategy amid the restructuring and how it's leveraging its most-avid fans.
Frugal Consumers Are MasterCard's Opportunity
Smarter About Purchases, They'll Seek Deft Brands, CMO Flanagan Says
YORK, Pa. (AdAge.com) -- For MasterCard CMO Lawrence Flanagan, it's the day-to-day marketing in the ongoing aftermath of the financial meltdown that keeps him busy.
Owater Using Athletes for More Than Product Plugs
CMO Stewart Competing With Sports-Drink Giants on a Startup Budget
Kim Stewart, director of marketing at Owater, talks about why the sports-beverage brand shuns formal focus groups, why there's a need for new kind of sports drink and how the beverage is tackling the competition.
Wells Fargo Aims to Beat Banking-Biz Woes With Data
CMO Reynolds Says Consumer Insights Must Inform Marketing
SAN FRANCISCO (AdAge.com) -- It's tough being a CMO today, period. Now imagine being the CMO of a large U.S. banking institution. Wells Fargo & Co. chief Sylvia Reynolds -- like CMO's of many financial-services organizations today -- certainly has her work cut out for her. In an interview with Ad Age, Ms. Reynolds talked about the hurdles Wells Fargo has yet to overcome and the strategies she's implementing to do so.
Keeping a Premium Brand Premium During Recession
California Pizza Kitchen CMO Focuses on Innovation in Marketing
CHICAGO (AdAge.com) -- After nearly 20 years with California Pizza Kitchen, CMO Sarah Grover knows exactly what the company's co-CEOs are looking for. In an interview with Ad Age, Ms. Grover shared her strategy for guiding the chain through the recession, why you shouldn't expect to see any discounts from CPK and how her PR experience is informing her role as CMO.
Zippo Reignites Brand With Social Media, New Products
In an Effort to Reverse Sales Slump, VP Mark Paup Plumbs Diverse Markets
NEW YORK (AdAge.com) -- Mark Paup, VP-sales and marketing at Zippo, is charged with finding new markets for the brand while weaving it tightly into subcultures beyond smoking, such as music and motorsports. In an interview with Ad Age, Mr. Paup discussed Zippo's new markets and how it's capitalizing on brand affinity on Facebook and Twitter.
Galuppo Keeps Laser Focus at Core of Global Campaign
Western Union CMO Puts Premium on Analytics, Cuts Agency Costs
Marketing a brand consistently and globally but still being effective at the local level and in the midst of a global recession has become a complex challenge for Western Union's Exec VP-CMO Gail Galuppo.
Morgan Sees Opportunity in Pressure to Recover
Sprint VP Drives Brand Proposition to Stem Subscribers' Exodus
SAN FRANCISCO (AdAge.com) -- Bill Morgan is under great pressure these days. As senior VP-corporate marketing for Sprint Nextel, he heads marketing for the No. 3 U.S. wireless carrier that, since 2005, has been mired in technical and customer-service problems. In an interview with Ad Age, Mr. Morgan defends Sprint's progress.
Starbucks CMO: McD's Java Push Will Work in Our Favor
Davenport Says Chain Will Draw Customers Via McCafe 'Education'
CHICAGO (AdAge.com) -- In an interview with Ad Age, Starbucks CMO Terry Davenport explained why McCafe will be good for Starbucks, because the Golden Arches are paying to educate the mass market in a way Starbucks has never been able to.
Busch Theme Parks Kick Off Summer of Social Media
Five Questions for CMO Joe Couceiro
NEW YORK (AdAge.com) -- Busch Entertainment Corp., a subsidiary of Anheuser-Busch InBev, is unveiling a social-media brand campaign today that playfully raises awareness for its theme parks, which include SeaWorld and Busch Gardens.
Green Mountain Takes on Coffee Giants Cup by Cup
VP Whalen Says Ubiquity, Product Quality Core to Growth Strategy
NEW YORK (AdAge.com) -- In an interview with Ad Age, T.J. Whalen, VP-marketing at Green Mountain Coffee Roasters, discussed his strategy to stand out with a budget dwarfed by competitors, the retail channel that has been most affected by the recession, and why he welcomes competition in the sustainability space.
Sub-Zero Keeps Its Cool in a Value-Obsessed Economy
Marketing VP Says Consumers Now Seek 'Luxuries With Substance'
YORK, Pa. (AdAge.com) -- Think you're having a tough time pushing product right now? Try marketing a $12,500 refrigerator.
'Continuing to Invest' Is Palmer's 'Only Way to Win'
K-C CMO on Integrated Marketing and the Private-Label Threat
BATAVIA, Ohio (AdAge.com) -- Tony Palmer's done a lot of things in his life, but his toughest job yet may be steering Kimberly-Clark Corp., a marketer of products facing stiff private-label competition, through a recession.
Why Burt's Bees CMO Won't Cut Spending in Recession
Indursky: Aim Is to Emphasize Brand's Value, Not 'Play Price Game'
BATAVIA, Ohio (AdAge.com) -- In an interview with Ad Age, CMO Mike Indursky discussed how Burt's Bees has retained its passionate fan base and is resisting the urge to cut prices or marketing.
Dr Pepper Ups Marketing Spend, Readies for Growth
Marketing Chief Jim Trebilcock Believes It's a Gamble Worth Taking
NEW YORK (AdAge.com) -- In an environment where major marketers are slashing budgets, Dr Pepper Snapple is betting on the opposite approach. The beverage company plans to increase its $360 million marketing budget by a mid-single digit percent in the first half, possibly more in the second half. Exec VP-Marketing Jim Trebilcock talked about Dr Pepper's expansion at McDonald's, his rivals' upbeat campaigns and why it's not so bad to be in the soft-drink business.
How Express Markets in 140 Characters or Less
The Retailer's CMO, Lisa Gavales, Shares Her Twitter Strategy
NEW YORK (AdAge.com) -- Look out, Tony and Barry -- there's a rising star in the "C-Tweet": Lisa Gavales, exec VP-CMO at Express (@ExpressLisaG).
Kodak Develops as Modern Brand With Digital Shift
CMO Hayzlett Takes on Active Social-Media Approach to Marketing
YORK, Pa. (AdAge.com) -- A new style of CMO has arrived. While Kodak's Jeffrey Hayzlett, 48, is certainly not the only social-media-maven CMO, he is one of the more visible and active.
Live Nation Out to Keep Music Alive in Recession
CMO Seth Matlins Plans to Make Concerts More Than Just Shows
Ad Age speaks with the new Live Nation CMO Seth Matlins about the value of live music in a recession, the role his company will play in the future of music distribution and why the economy has changed the differentiation between "want" and "need."
Soccer in the U.S. Reaches Its Goals a Step at a Time
Kathy Carter on How MLS Has Survived Recession and Critics
NEW YORK (AdAge.com) -- Kathy Carter, exec VP of Soccer United Marketing, speaks with Ad Age about her role, ever-growing MLS and the rise of America's "Soccer Nation."
How Toyota's Confronting Low Consumer Confidence
Bob Carter Goes Back to Basics: Product Value, Customer Experience
DETROIT (AdAge.com) -- As the head of Toyota Motor Sales USA's volume Toyota Division, Bob Carter is facing the same headwinds as the rest of the industry in today's turbulent economy. He recently sat down with Detroit Bureau Chief Jean Halliday to discuss the state of the car business and how he's navigating different pressures.
CMO Boosts Awareness With Free-Meal Promo
Chmiel Shook Up Denny's, Consumers With Breakfast Giveaway
CHICAGO (AdAge.com) -- How do you bring back a stale brand? By offering a free meal, decided Mark Chmiel, Denny's Corp. exec VP-chief marketing and concept innovation officer, when faced with that challenge.
Realizing Real Estate Dreams Amid Recession
Coldwell Banker VP Fischer Sees Opportunity in Challenging Times
The two things consumers aren't buying right now? Houses and cars. But Coldwell Banker's Michael Fischer has had to lead marketing efforts for both. And he's unfazed
No Offense, but This Guy's Got Your Number
BK's Russ Klein Promises More 'Edge,' Premium Products in '09
CHICAGO (AdAge.com) -- Burger King chief marketer Russ Klein, the man who brought you "Whopper Virgins" and Facebook's "Whopper Sacrifice," says he's not out to offend people; he wants to forge emotional bonds with consumers based on areas of tension.
McD's Opened Dialogue to Turn Itself Around
U.K. Marketing Chief Based New Foods, Looks on Consumer Insights
LONDON (AdAge.com) -- McDonald's in the U.K. has just had its best ever year and despite -- or perhaps because of -- the economic climate, its chief marketing officer for U.K. and Northern Europe, Jill McDonald, is in a bullish mood: She's expecting to come out of the recession serving more customers than going in.
Making Marketing as Creative as Its Games
Activision Brings on Brad Jakeman to Engage Broad Consumer Base
YORK, Pa. (AdAge.com) -- By his own account, Brad Jakeman isn't much of a video gamer. So you might not guess that he was recently appointed to oversee all marketing for video-game giant Activision Publishing. But in fact, Mr. Jakeman said the newly created role of chief creative officer is right up his alley.
Del Monte's Pearce Puts Priority on Pups
As Part of Focus on Core Brands, CMO Readies $8 Million Dog-Treat Push
CHICAGO (AdAge.com) -- Bill Pearce, senior VP-chief marketing officer, Del Monte Foods, recently found as part of consumer research that consumers will sacrifice what they put on their own plates before trying to save pennies on Fido's treats. As a result, he's putting the company's Pup-Peroni dog treats on TV for the first time.
Alberto-Culver Grows Its Hair-Care Arsenal
Casey Keller Shares His Strategy for Getting Ahead of Rivals in Recession
BATAVIA, Ohio (AdAge.com) -- In an interview with Ad Age, Alberto-Culver U.S. President Casey Keller explains how he plans to further take on the company's bigger rivals; why the old Jack Welch imperative of being No. 1 or 2 doesn't apply in hair care; and how the recession could actually help his company.
Zipcar Finds a Niche in Turbulent Economy
CMO Godfrey Says Car Sharing Appeals to Cash-Strapped Consumers
NEW YORK (AdAge.com) -- Zipcar's new CMO Victoria Godfrey recently talked with Ad Age about her new role, and what's, well, fueling the car-sharing company's growth.
Inside Intel, Launches Despite Sales Decline
Marketing Chief Sees Future in 'Netbooks,' Web-Connected TVs
NEW YORK (AdAge.com) -- Chief Sales and Marketing Officer Sean Maloney began his career at Intel in 1982 and has witnessed his share of downturns in the economy. We caught up with him amid Intel's huge presence at the Consumer Electronics Show in Las Vegas.
Protecting This Brand While Running Ahead
Can Under Armour Broaden Its Appeal Without Losing Devotees?
Under Armour Senior VP-Brand Steve Battista explains his plans for broadening the testosterone-soaked brand's appeal without alienating core devotees.
Why Bottled Water Is Not All Washed Up
New Nestlé Campaign Focuses on Health, Targets Hispanics
NEW YORK (AdAge.com) -- Bottled water has been made out to be an environmental bully in the past couple of years, but Nestlé Waters North America's president-CEO, Kim Jeffery, is taking it all in stride.
Navigating Recession With CRM, Direct, Online
American Airlines' Roger Frizzell on Staying Steady in a Tough Economy
NEW YORK (AdAge.com) -- American Airlines VP-Corporate Communications and Advertising Roger Frizzell describes his outlook for the airline with a phrase every marketing executive seems to be using with great frequency: cautiously optimistic.
For Ford, Road Ahead in China Is Bumpy but Promising
Marketer Remains Optimistic as Global, National Problems Slow Sales
Ford's China sales are slowing and the country's overall growth rate just hit a five-year low. In this environment, Nigel Harris is in charge of keeping Ford on track in the mainland.
Going on the Offensive With New Ad Strategy
Howe and His Team Target Rivals With Help From Political Advisers
NEW YORK (AdAge.com) -- For a new campaign against Verizon Fios, Time Warner Cable CMO Sam Howe and his team consulted with political advertisers involved with the 2004 presidential race to learn some of the baseline do's and don'ts of competitive advertising. Mr. Howe recently spoke with Ad Age to share other lessons from his three years as Time Warner Cable's CMO and why the industry's challenges give him little cause to leave his post any time soon.
Dave Peacock on Bud's New Owners and the Great American Lager
A-B's Top Marketing Exec Also Explains Why He's Not a Liquor Guy
Ad Age caught up with Anheuser-Busch VP-Marketing Dave Peacock moments after his speech on -- what else? -- change at the recent National Beer Wholesalers Association convention in San Francisco. While the company may be foreign-owned now, Mr. Peacock has some reassuring words for American beer drinkers.
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