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How to Target the World's 'Alpha Consumers': Women

By: Jennifer Rooney on June 17, 2009

NEW YORK (AdAge.com) -- Women are arguably the world's most powerful consumers. So why do marketers still fall short in reaching them? Bridget Brennan, CEO of Female Factor and author of "Why She Buys" sat down with Ad Age recently to discuss the still-untapped marketing opportunity in targeting "the alpha consumers of planet Earth," as she calls them: women.

Cybex CMO Gulko Sees Big Value in Hooking Up With 'Biggest Loser'

By: Jennifer Rooney on July 12, 2010

NEW YORK (AdAge.com) -- In an interview with Advertising Age, Cybex CMO Larry Gulko explained his rationale for "The Biggest Loser," as well as a deal to have Greg Norman become an endorser, and his general philosophy on brand partnerships.

Cotton Defends Relevance With Legacy, Innovation

By: Jennifer Rooney on October 05, 2009

NEW YORK (AdAge.com) -- Ric Hendee is passionate about cotton, right down to his shirtsleeves. And he's harnessing a mix of traditional and digital tools to champion the natural fiber. In an interview with Ad Age, Mr. Hendee detailed Cotton Inc.'s online-marketing strategy, its efforts to reach 18- to 34-year-old women and why it could have synthetic-fiber-makers sweating.

Citigroup Looks to Fill New Chief Marketing Role for Consumer Division

By: Jennifer Rooney on September 16, 2009

NEW YORK (AdAge.com) -- At a time when refurbishing brand image and restoring consumer trust is of critical importance for beleaguered financial-services marketers, Citigroup's North America Consumer Banking division has embarked on a search for a chief marketing officer.

Diapers.com: an America's Hottest Brands Case Study

By: Jennifer Rooney on November 16, 2009

Blink and you'll miss Diapers.com's name on the side of a nondescript office building in suburban Montclair, N.J. But in a case of form failing content, inside the door hums a business that recently scored $30 million in funding as it continues its astounding growth.