CMO Interviews

How Smashburger Is Setting Itself Apart

How Smashburger Is Setting Itself Apart

Growing fast-casual chain Smashburger talks about its new campaign, marketing strategy.

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Nationwide Introduces Acrobatic, Leather-Clad Female Character

Nationwide Introduces Acrobatic, Leather-Clad Female Character

A new Nationwide ad seeks to reaquaint viewers with Brand New Belongings, a little-known homeowners' insurance product.

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Can Marketing Push Make Velcro Stick?

Can Marketing Push Make Velcro Stick?

Old-school fastener brand tries to persuade consumers to use its wearable tech in new ways.

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Cadillac's Craig Bierley: Great Communications is 'Missing Ingredient' for GM's Luxury Brand

Cadillac's Craig Bierley: Great Communications is 'Missing Ingredient' for GM's Luxury Brand

An interview with the auto vet and one of the key-decision makers in Caddy's agency review. 

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Three Top CMOs Share How They're Avoiding the Ivory Tower Trap

Three Top CMOs Share How They're Avoiding the Ivory Tower Trap

Marketing chiefs from Verizon Wireless,' Gap, Southwest spoke on staying connected to consumers and more at Erwin Penland's recent Food for Thought Conference.

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Kidzania, a Theme Park for Work, Gears Up for U.S. Debut in 2015

Kidzania, a Theme Park for Work, Gears Up for U.S. Debut in 2015

Kidzania has a compelling pitch for children, their parents and global marketers who sponsor its work-simulation activities.

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How Fenway Became About Much More Than Baseball

How Fenway Became About Much More Than Baseball

As the Red Sox ended its longest home game sellout streak in history, Fenway Sports Management is plotting global diversification.

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Why Craft-Brew Shiner's Bigger Footprint Won't Include a TV Buy

Why Craft-Brew Shiner's Bigger Footprint Won't Include a TV Buy

Despite expansion, Shiner stays true to core fans by sticking with its hometown agency and "comfortable" mix of digital, out-of-home and print that communicates brew's Texan personality.

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Keeping Time: Why CMO Tenure Has Doubled

Keeping Time: Why CMO Tenure Has Doubled

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.

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Three Top Marketers With Agency Backgrounds Reveal Why They Switched Sides

Three Top Marketers With Agency Backgrounds Reveal Why They Switched Sides

Execs from Mondelez, Gap and Target discuss differences in control, pressure and creativity, plus what agencies just don't get about clients.

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Inside Louisville Slugger's Game Plan to Beat Upstart Rivals, Score Young Players

Inside Louisville Slugger's Game Plan to Beat Upstart Rivals, Score Young Players

Old Spice marketing alum aims to compete with upstart baseball-equipment rivals and show younger players how to bat like a man.

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How Big Data Spawned the Geico Gecko

How Big Data Spawned the Geico Gecko

Little green guy wasn't supposed to stick around -- but the insights his ads provided got him a long-term gig.

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As Regulation Increases, WFA Must Decide What's Worth Protecting

As Regulation Increases, WFA Must Decide What's Worth Protecting

World Federation of Advertisers grapples with regulation of everything from food to soda, cars to data.

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Firestone Aims to Broaden Perceptions with New Campaign

Firestone Aims to Broaden Perceptions with New Campaign

Firestone, best known for tires, seeks to position itself as a car company.

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NBCU CMO Embraces 'Healthy Tension' Between Programming, Ad Sales

NBCU CMO Embraces 'Healthy Tension' Between Programming, Ad Sales

It's not often a chief marketing officer at a media conglomerate also has a first-look deal baked in to his contract.

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Topshop Raises Digital Bar in Fashion World

Topshop Raises Digital Bar in Fashion World

Under CMO Justin Cooke and with help from Google, the British fast-fashion brand brings the runway experience directly to customers.

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How EasyJet Plans to Convert Web Surfers Into Highfliers

How EasyJet Plans to Convert Web Surfers Into Highfliers

Low-cost airline trims web budget but uses digital to mine data, customize email, recast website and create passenger social network to lure more bookings.

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How RelayRides Plans to Become a Household Name

How RelayRides Plans to Become a Household Name

The car-sharing startup has received $13 million in funding since launching in 2010 and has an exclusive partnership with GM.

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BlackBerry's Strategy To Win Over Skeptics: Show, Don't Tell

BlackBerry's Strategy To Win Over Skeptics: Show, Don't Tell

Chief Marketing Officer Frank Boulben faces ultimate branding challenge in his attempt to turn BlackBerry from David back into Goliath.

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Reckitt Benckiser Combats 'Social Fatigue,' Bets on Facebook

Reckitt Benckiser Combats 'Social Fatigue,' Bets on Facebook

Program with social network nets numbers similar to TV and is part of an effort to shift mentality from pure efficiency to "efficiency plus effectiveness."

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