CPG

Genuine Interactive named Cyril Lemaire its first CMO late last month. He reports to John Grayson, president of the agency, and is responsible for new business development and maintaining client relationships.

I'm reminded every day that the principles of classical marketing can be leveraged to make search into an even more powerful platform than it already is. For example, when I was a marketing cub in the consumer packaged goods industry back in the mid-1980s, I remember going to a seminar hosted by the promotions and marketing services staff of my company, put on for the benefit of the brand mangers. The seminar presented research the company had done on how to increase redemption rates for free-standing inserts.

Last week Safeway became the latest grocery chain to partner with Cellfire, offering the latter's digital couponing service as part of its ever-expanding CRM efforts.