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CMO Interviews
Five Questions With Carter's Head Marketer
Chances are at some point you've purchased or worn Carter's, but probably not seen much in the way of advertising from the company. But that's about to change, with a major marketing campaign surrounding the Lionsgate movie based on the must-have parenting book.
Once-'Timid' Cable Operator Bags Product-Oriented Messaging
With the second installment of the "Enjoy Better" campaign premiering this week, Time Warner Cable CMO Jeff Hirsch looks to maintain momentum in a rebranding.
What's Your CMO Watching?
When it comes to TV, chief marketers are, not surprisingly, looking for DVR-proof shows like live sports and music competitions. But the guilty pleasure for many is "Mad Men."
GameStop Revamps Business to Ensure Success in a Digital Future
GameStop's business model may be challenged, but the retailer is making moves to secure its place in the fast-moving gaming category.
In Japan, Pizza Is Recast as a Meal for Special Occasions
Domino's quirky marketing campaigns and inventive pies are paying off, with individual store sales 50% higher than the average U.S. shop.
Adidas Navigates Japanese Market With Creative Flair
Japan is one of Adidas' top-five global markets, and its discerning consumers make it a unique testing ground for product and marketing innovations.
Chipotle Bucks Fast-Food Convention While It Still Can
The 19-year-old chain is still growing and shows no signs of slowing down, yet it has one of the leanest traditional-marketing budgets around.
Mercedes-Benz's Cannon on His Move From Chief Marketer to Corner Office
Less than two months after Mr. Cannon took the helm, Ad Age asked about the state of Mercedes, its role in a competitive segment and its marketing goals.
It Will Take More Than Marketing to Put BlackBerry Back Together Again
What happened to the CrackBerry? Serious competitors, an aggressive smartphone marketing environment, the loss of key executives, product delays and marketing missteps have all played major roles.
Ikea's Leontyne Green Talks About Diversity and Marketing to African-Americans
'There is [still] a need for African-American focused agencies. African-American consumers have their own distinct needs and wants.'
Inside the Marketing Playbook of the New York Giants
Ad Age spoke to New York Giants CMO Mike Stevens about what social platforms have meant for fan engagement and how a championship sports team keeps the feeling alive after the Big Game.
Five Questions for Cole Haan's New CMO
Cole Haan's new chief marketing officer, Ivan Wicksteed, is shaking up its media plan and providing a clear identity.
Foxwoods Casino Seeks to Rebuild Brand Beyond Gaming
The Connecticut-based casino wants to sell itself as a destination offering a little of this or a lot of that -- and much more than gaming.
On the PGA Tour, Veterans Battle New Breed of Player
Thanks to multimillion-dollar purses, stronger athletes are flocking to golf, and they're bringing social media-savvy and powerful swings, says PGA Tour CMO Tom Wade.
Automotive Execs Plot Comebacks, Hype Super Bowl
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 Embraces Digital Marketing, Virtual Experiences
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.
What Do You Do When Your Business Outpaces Your Brand? Lenovo May Soon Have the Answer
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.
Nascar Targets New Audiences, Revs Up Social-Media Strategy
Nascar has endured several bumpy years, but TV ratings are recovering, and execs have charted a five-year plan for growth.
Five Questions With Tommy Hilfiger's New CMO
New Tommy Hilfiger CMO Avery Baker discusses the Hilfiger family, holiday advertising, and global ambition.
China's Li-Ning Takes on Nike, Adidas With U.S. E-Commerce Site
Top Chinese sports brand Li-Ning is making a second pass at the U.S. market and for now their strategy is branded e-commerce, with the company's first English-language website launching Dec. 19.
