CMO Interviews

Nascar Targets New Audiences, Revs Up Social-Media Strategy

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.

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Five Questions With Tommy Hilfiger's New CMO

Five Questions With Tommy Hilfiger's New CMO

New Tommy Hilfiger CMO Avery Baker discusses the Hilfiger family, holiday advertising, and global ambition.

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China's Li-Ning Takes on Nike, Adidas With U.S. E-Commerce Site

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.

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Neiman Marcus Is Getting Social

Neiman Marcus Is Getting Social

Neiman Marcus and sibling brand Bergdorf Goodman have embraced digital and social-media programs in a major way in recent months, with the addition of dedicated internal resources and training for existing employees, as well as a number of digital and social-media campaigns aimed at building the brand's presence online.

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Century 21 Super Bowl Spot Will Spotlight Agents

Century 21 Super Bowl Spot Will Spotlight Agents

Century 21 has big Super Bowl plans -- a 30-second spot, plus 11 pre-game ads -- but chief marketing officer is keeping her cool, saying it's a good time to signal confidence in home ownership.

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Five Questions for the CEO of Beverage Upstart TrueCitrus

Five Questions for the CEO of Beverage Upstart TrueCitrus

Breaking out in the crowded beverage category is no easy task, especially admist increasing competition from a sub-segment that curiously, isn't a drink at all: powdered drink mixes.

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For Ikea, It's Time to Overhaul Perceptions

For Ikea, It's Time to Overhaul Perceptions

With 38 stores in 27 markets and no new stores on the horizon, Ikea is taking a deep breath and looking inward, adding services and letting shoppers know it stocks more than just $3.99 bathroom rugs and blond furniture.

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Five Questions With Asics' Erik Forsell

Five Questions With Asics' Erik Forsell

With several new executives on board, and an increasingly competitive category at stake, athletic brand Asics is devising new strategies to stay on top.

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Cotton Struts Its Stuff for 24-hour Runway Show

Cotton Struts Its Stuff for 24-hour Runway Show

Looking to build an affinity for cotton among fashionable women, its trade group is producing what it claims will be the largest and longest fashion show in the world, with one look per minute for 24 hours.

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Five Questions With Activision CMO Tim Ellis

Spend some time talking to Tim Ellis, the newly minted CMO at gaming giant Activision, and you'll discover he has an affinity for the word "badass."

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How Kimberly-Clark Is Lifting Sales by Elevating Marketing

How Kimberly-Clark Is Lifting Sales by Elevating Marketing

The past two years have seen Kimberly-Clark increase reported ad spending as a share of sales by nearly a percentage point to 3.5%, which would be more in the range of 5% if you remove the traditionally low-spending away-from-home and professional health-care product portions of the business from the mix.

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Uniqlo Moves Beyond Its Japanese Roots

Uniqlo Moves Beyond Its Japanese Roots

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Hyundai Marketing Boss: We're Not Just a 'Left-Brain Choice'

Hyundai Marketing Boss: We're Not Just a 'Left-Brain Choice'

A raft of new ads from Hyundai aim to add an emotional connection and remind people that buying a Hyundai isn't just a rational choice.

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Dannon Goes Greek, Takes on (Former) Little Guy

Dannon Goes Greek, Takes on (Former) Little Guy

Sergio Fuster's new challenge is a big one: returning the Dannon brand to No. 1, even as Chobani builds on its grass-roots success with more aggressive marketing.

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Former Virgin America CMO Changes Gears to Join Startup

Former Virgin America CMO Changes Gears to Join Startup

Porter Gale talked to Ad Age about her social-media habits and the transition to a startup. She also weighed in on whether putting marketing dollars into digital is a sensible strategy for any brand.

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Universal's New Marketer Gets up to Speed, Fast

Universal's New Marketer Gets up to Speed, Fast

What does Josh Goldstine, Universal Pictures' new president-marketing, think of his fact-paced job so far? "It's a little bit like drinking from a fire hydrant."

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InterContinental Hotels Battles Amenity Creep

InterContinental Hotels Battles Amenity Creep

Hotels may try to grab consumers with an abundance of amenities, but "the hotel industry historically has been very poor at truly defining each brand," says InterContinental CMO Eric Pearson. Here's what his company is doing to overcome that.

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Singing-Produce Section Part of Supervalu Comeback Strategy

Singing-Produce Section Part of Supervalu Comeback Strategy

Maybe this doesn't happen at your local grocer, but at SuperValu the vegetables break out in song. At least in new ads for the $37 billion grocery giant from Kaplan Thaler Group.

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Revamped MySpace Will Have iTunes, Spotify and Vevo in Its Crosshairs

Revamped MySpace Will Have iTunes, Spotify and Vevo in Its Crosshairs

Al Dejewski, MySpace's senior VP-global marketing, likens the site's eight-year life cycle to that of a young male adult who found a way to express himself through music but decided to bulk up on things like classified ads and horoscopes along the way.

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Zynga's Not Playing Games When It Comes to Branding

Zynga's Not Playing Games When It Comes to Branding

Jeff Karp, Zynga's head of marketing and revenue, is charged with developing the company's branding and advertising efforts, a unique circumstance at the gaming company.

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