CMO Interviews

Five Questions for Cole Haan's New CMO

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.

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Foxwoods Casino Seeks to Rebuild Brand Beyond Gaming

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.

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On the PGA Tour, Veterans Battle New Breed of Player

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.

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Automotive Execs Plot Comebacks, Hype Super Bowl

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.

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Four Seasons Embraces Digital Marketing, Virtual Experiences

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.

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What Do You Do When Your Business Outpaces Your Brand? Lenovo May Soon Have the Answer

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.

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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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