This Is How We Do It
Naked Juice uses lifestyle and location data to enable local targeting as part of a national multichannel marketing campaign.
We may not be as different as you think.
The streaming radio company leverages customer usage and demographic data to attract high-quality listeners.
The candy brand shows what it takes to be famous among this seemingly elusive younger demographic.
Customers expect personalization. Here's how DonorsChoose.org aces its email and online experiences.
The 113-year-old automotive luxury brand revs up its marketing strategy to compete in a modern market.
Experimenting with emerging technology to reach millennial buyers and influencers
A segment of one. It's "the Holy Grail" or marketing and IBM's Mike Rhodin says technology is going to get us there.
DreamWorks Animation's CMO Anne Globe needs to sell a secret history.
It is with heated defiance that Monica Menghini insists: "I'm not a geek."
Nancy Weber had a clear goal when she signed on as CMO of Meredith Corporation in July 2005: define and put a face to the media conglomerate's then audience of 75 million.
As CMO of Xerox, Christa Carone's main challenge is getting the public to recognize the company's vast role as a services provider in the B2B space.
Alvarez & Marsal CMO Rebecca Baker didn't plan a life in marketing. An English major in college with a minor in drama, she credits both concentrations for her success.
After working with fast-food companies earlier in his career, Steve Thomas is now trying a healthier approach. Or at least one with more fruit.
It's "not the [IKEA] Kool-Aid" that makes IKEA North America CMO Leontyne Green such a brand evangelist. It's the relevance of the brand itself.
Retail icon Macy's refashions its flagship store and marketing strategy.
Tony Pace, Subway's SVP and global CMO, mixes traditional and digital marketing to drive customer affinity.
For David Christopher, AT&T's CMO of Mobility and Consumer Markets, it's the power and speed of technology that have made his career most rewarding.
Deborah Holland has seen the Publishers Clearing House Prize Patrol surprise sweepstakes winners countless times. But after more than 30 years with the company, Holland, the EVP of creative strategy, communications and consumer affairs, finds the emotional exchange no less compelling today than when she first walked through the doors of PCH's Port Washington, N.Y. headquarters in 1979.
Once Chris Gabaldon, chief sales and marketing officer of The Ritz-Carlton Hotel Co. starts talking about his brand, it's hard for him to stop. He gets on a roll, effusing about how the company has navigated the recession, or its recent brand repositioning, or the launch of its loyalty program, The Ritz-Carlton Rewards. Gabaldon's enthusiasm is, as they say, contagious.
Digital or die. That's become the watchword of print brands, urgently harnessing the latest innovations — from social media platforms to smartphones to the iPad — to refashion their businesses for a new media age.
Mike Hogan may be the CMO of GameStop — the world's largest videogame and entertainment software retailer, with more than 6,100 stores — but people might be surprised to learn that he is not a gamer himself. He is passionate about riding motorcyles and playing tennis, though he practices those activities strictly in the real world.
As a farmer who raises his own crops on a 40-acre farm — plowing the fields on a John Deere tractor, harvesting soybeans, corn and clover — Valassis chairman, president and CEO Alan Schultz knows a thing or two about making things grow, even when conditions aren't always most favorable.
Last year should have been one nonstop celebration for Hallmark Cards and its marketing chief Lisa Macpherson. The Kansas City, Mo.-based purveyor of greeting cards and other products turned 100, and Macpherson, after about nine years at the company, had recently been promoted to the top marketing job.
Jorge Consuegra never stops moving. The CMO of Forbes Media, and two-time New York City marathon veteran, was born in Havana, Cuba, but his parents brought him to the United States when he was still a baby
If one is of the mindset that any buzz is good buzz, then Denny's Corp. has hit a grand slam with its launch of online videos from DumbDumb.
As chief marketing officer of Gilt Groupe, Zucker employs a data-driven approach that allows him to streamline the luxury e-commerce retailer's marketing.
Patrick Byrne loves a good fight. The chairman and CEO of Overstock.com, who holds a black belt in Tae Kwon Do, once pursued a boxing career. Byrne also turned Overstock.com from a two-year-old $1.8 million startup into a $1 billion enterprise in little more than a decade.
Starbucks rode into its 40th anniversary year after scoring the strongest holiday sales season in its history. The coffee retailer's CMO Annie Young-Scrivner, though, is determined to keep Starbucks a youthful brand, riding on the cutting edge of technology and innovation.
About a year after graduating from Wisconsin's Ripon College, Howard Draft was one of the 13 founding employees of new direct marketing agency Kobs & Brady.
Sanjay Gupta joined GMAC Inc. as CMO in March 2008, the same month that investment firm Bear Stearns collapsed.
Harvard School of Business' first CMO, Brian Kenny, enjoys being in charge of marketing in the midst of one of the most business-focused institutions in the world. Nor is the irony lost on him.
Monica Luechtefeld, EVP of global e-commerce at Office Depot recently restructured her marketing teams into one group to further integrate channels.
When Melissa Payner-Gregor joined Bluefly as president in 2003, she knew exactly who she wanted to lead the then-fledgling e-commerce site's marketing function: Brad Matson.
The daily deal site Groupon launched in 2008, but has recently gone global to more than 150 cities. Direct Marketing News speaks with the company's president and COO, Rob Solomon.
About.com's Minskoff on the Web portal's branding campaign derived from 'timeless human behavior'
CMO Christa Carone discusses her strategy for redefining the company's brand
John Meyer, the chief executive of global data and marketing firm Acxiom explains to DMNews' editor-in-chief, Carol Krol, how his firm thrived despite a recession.
The CMO of transportation and logistics company Con-way, on refining lead gen for a 'stickier' brand
Levi's CMO Szulc discusses disruption marketing and risk taking on a budget
Tailored messaging is a core part of the National Hockey League's marketing strategy, says Perry Cooper, SVP of direct and digital marketing and fan analytics.
Zappos brand marketing manager Michelle Thomas discusses how the company's customer service focus has helped it engender loyalty.
Buddy Media's Lazerow discusses how brands use social media effectively to engage high-value customers
IHG's Sagan talks about how the hotel chain balances relevance with privacy in its segmentation strategy
Razorfish's John Zell explains how technology and social media have brought CRM to the front of marketers' minds
E.L.F.'s CMO Ted Rubin discusses how the brand leverages Twitter, Facebook and blogs to boost engagement.
JCPenney's postal affairs manager Ty Taylor discusses the retailer's catalog and mail strategy
Media vet Charlie Rutman discusses media buying and planning in the nonprofit and for-profit worlds
Overstock.com CEO Patrick Byrne tells DMNews that changes in consumer behavior, driven by the recession, will be a boon for online shopping.
Yahoo VP of brand packaging solutions Erika Nardini discusses how the portal incorporates branded video through a partnership with GroupM.
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.