Meet the Marketing Execs Who Dole Out the Money
The CMO may keynote the conferences, but these are the execs who really dictate where the ad dollars flow. Ad Age identifies where the bucks start at 21 major marketers.
Who controls the details of ad spending in a major marketing organization? Think it's the CMO? Not usually, not in the real world.
In an environment where the chief marketing officer is charged with everything from global expansion to customer research and agency relations (not to mention his or her department's ROI) the day-to-day management of those multimillion-dollar ad outlays is often handled a level or two down.
Indeed, the power people who parcel out sponsorship or ad dollars to one channel or another might well operate within a central marketing group or at the brand level.
Looking for sponsorship or ad dollars from Coca-Cola? It's logical to assume that Joe Tripodi, exec VP-chief marketing officer, or Wendy Clark, senior VP-integrated marketing communications and capabilities, are the go-to folks. After all, they're the ones keynoting the conferences, playing frontman (and woman) for the marketing giant. And of course they do play key roles in making Coca-Cola the advertising powerhouse that it is .
But the Coke execs that publishers and network sales chiefs really want to reach are Annis Lyles, VP-connections planning and investment, and brand steward Katie J. Bayne, president-general manager of sparkling beverages for the company's North American operations.
"There's no doubt that organizational structures within the marketing departments have changed and that the decision-making is being pushed down," said Rich Beatty, a founding partner at CMG Partners, a Durham, N.C., consultancy that works with advertisers.
"The CMO is going to be more responsible for helping to develop big ideas, perhaps more responsible for managing the C-suite in proving the rationale of how large decisions are made to achieve corporate objectives," Mr. Beatty said. "But he or she is relying on corporate lieutenants" to determine which media channels are most important and effective and to measure results from those outlets.
Exactly where the power sits varies by company, and sometimes even within the same company, largely depending on how centralized it is . Some marketers have a more top-down approach, with an investment or activation leader who sets the agenda for spending the media dollars. At others, the brand leaders command the budgets and decide to whom to make out the checks.
To be sure, these executives don't operate in a vacuum. They often report to others, who guide their decisions, and the CMO is still ultimately responsible for the overall direction and strategy of a company's marketing efforts.
And, to be sure, when it comes to the really big budget outlays -- a multiyear sponsorship of a professional sports league, for example -- execs throughout the C-suite often weigh in. Still, most of the day-to-day influence is not directly exercised by the CMO.
Ad Age selected 20 top marketing organizations in major ad categories and searched for the people who really influence the spending. Everyone in the ad business ought to know the people on the list that follows. Do you?
Executives: Anja Carroll, senior director-media and digital marketing, McDonald's USA; and Peter Sterling, VP-marketing, McDonald's USA
Report to: Neil Golden, senior VP-CMO, McDonald's USA
Fast fact: Ms. Carroll also plays a role in global media. In 2009, Mr. Sterling helped secure a deal that had McDonald's support NBC's ill-fated "Jay Leno Show" in prime time at launch but he didn't get the marketer tied down to the program for the long term.
2011 U.S. Ad Spending: $963 million
Executives: Katie J. Bayne, president-general manager-sparkling beverages for the company's North American operations; Annis Lyles, Vp-connections planning and investment, Coca-Cola
Report to: Ms. Lyles reports to Alison Lewis, senior VP-marketing Coca-Cola North America. Ms. Bayne reports to J. Alexander M. Douglas Jr., president-Coca Cola North America.
Fast fact: Ms. Lyles was once named "Outstanding Girl Scout Leader in Metro Atlanta." Ms. Bayne was born in Australia and at age 13, taped herself singing the Diet Coke jingle "Just for the taste of it."
2011 U.S. Ad Spending: $232 million for Coca-Cola brand only
Executives: Stevie Benjamin, media director; and Jackie Woodward, VP-media and marketing services
Report to: Andy England, exec VP-CMO
Fast fact: Ms. Benjamin was a key player in recently making Coors Light the first alcohol brand to be advertised on Microsoft's Xbox. While at McDonald's, Ms. Woodward helped lead a global makeover of iconic character Ronald McDonald.
2011 U.S. Ad Spending: $402 billion
Executive: Paul Edwards, executive director, global marketing strategy
Reports to: Alan Batey, interim chief marketing officer
Fast fact: Mr. Edwards studied English literature as an undergraduate.
2011 U.S. Ad Spending: $1.8 billion in measured media, according to Kantar Media
Executive: Keith Koeppen, advertising and media manager
Reports to: Matt VanDyke, director-U.S. marketing communications
2011 U.S. Ad Spending: $1.1 billion
PepsiCo Americas Beverages
Executive: Chad Stubbs, senior director-media PepsiCo Americas Beverages
Reports to: Adam Harter, VP-consumer engagement, PepsiCo Americas Beverages
Fast fact: He supervised the first year of Pepsi's massive investment in Fox's "X Factor."
2011 U.S. Ad Spending: $402 million for the top six beverage brands
Executive: Rick Hosfield, VP-media
Reports to: Doug Moore, VP-advertising and media
Fast fact: Mr. Hosfield has been quoted on everything from Hulu to the viability of distributing samples through Sunday newspapers.
2011 U.S. Ad Spending: $1 billion
Executive: Blaise D'Sylva, VP-media, sports and entertainment marketing
Reports to: Paul Chibe, VP-U.S. marketing
Fast fact: He arrived at the brewer earlier this year after a stint at ESPN.
2011 U.S. Ad Spending: $516 million
Executives: Brian Angiolet, VP-advertising; Conley Smith, exec director-media and sponsorships; Marc Fonzetti, media director
Report to: Tami Erwin, CMO
2011 U.S. Ad Spending: $1.66 billion
Executive: B. Bonin Bough, VP-global media and consumer engagement
Will report to: Mary Beth West, currently Kraft Foods CMO
Fast fact: Mr. Bough served as an adjunct professor at New York University for four years.
2011 U.S. Ad Spending: $365 million for top 8 brands
Executive: Julie Corsinita, senior director-Taco Bell media and brand partnerships
Reports to: Brian Niccol, chief marketing and innovation officer
Fast fact: Ms. Corsinita oversees partnerships with the National Basketball Association, Major League Baseball, the Bowl Championship Series and the MTV Video Music Awards.
2011 U.S. Ad Spending: $251 million
Executives: Karie Ford, VP-media (above); and Caitlin Burke, senior manager-media and branded integrations
Report to: Ms. Burke reports to Ms. Ford, who in turn reports to Tony Pace, Subway's CMO.
Fast fact: Ms. Ford has had previous experience with Pepperidge Farm and Godiva.
2011 U.S. Ad Spending: $475 million
Executive: Diego Fernandez-Martin, director-media, North America
Reports to: Flavia Faugeres, global CMO
Fast fact: Mr. Fernandez-Martin has also worked for Mattel and Warner Bros.
2011 U.S. Ad Spending: $378 million
Procter & Gamble
Executive: Stew Atkinson, VP-global brand-building purchases
Reports to: Marc Pritchard, global communications officer
Fast fact: An executive with a background in purchasing, Mr. Atkinson once oversaw buying industrial chemicals for P&G's laundry business.
2011 U.S. Ad Spending: $3.13 billion
Executives: Lisa Cochrane, senior VP-marketing (r.); Nancy Ryan, media director
Report to: Ms. Ryan reports to Ms. Cochrane, who reports to new CMO Sanjay Gupta.
Fast fact: Ms. Ryan has a magazine background, having worked at Newsweek and Family Circle.
2011 U.S. Ad Spending: $513 million
Executive: Bill Brower, director-advertising
Reports to: Ted Ward, chief marketing officer
Fast fact: Mr. Brower has direct oversight over Geico's relationship with independent ad-buying shop Horizon.
2011 U.S. Ad Spending: $769 million
Executive: Edward Gold, advertising director
Reports to: Tim Van Hoof, assistant VP-marketing communications
2011 U.S. AD Spending: $583 million
Executive: Toby Alfred, acquisition leader
Reports to: Personal Lines Group President John Sauerland
Fast fact: Ms. Alfred's resume includes a stint at BP Oil; she held senior roles in finance, business development and planning.
2011 U.S. Ad Spending: $590 million
Campbell Soup Co.
Executives: Andrew Brennan, VP-global strategy, advertising and design; Ed Carolan, VP-general manager for Campbell North America-soup and simple meals
Fast facts: Campbell Soup Co. is still searching for a replacement for Global Media Director Colleen Milway, who left the company in May. Media budgets are set by Mr. Brennan's department with heavy input from general managers of individual business units, such as Mr. Carolan.
2011 U.S. Ad Spending: $420 million
Contributing: Ad Age Staff