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Strategy

MRM makes several senior leadership changes

Allison Schiff February 13, 2012

Direct marketing agency MRM Worldwide named five senior leadership appointments on Feb. 13, a move MRM CEO Bill Kolb told Direct Marketing News will help the company "manage the growth and multinational nature" of its client base.

Targeting Video Series: Michele Fitzpatrick, SVP, strategy and insight, The Agency Inside Harte-Hanks

Melissa Hoffmann February 08, 2012

Michele Fitzpatrick, SVP, strategy and insight, The Agency Inside Harte-Hanks, discusses consumer targeting with Direct Marketing News

Let's do the Wave ... report

Allison Schiff February 01, 2012

Digital agencies are coming along fairly well when it comes to mobile marketing strategy and execution — so says Melissa Parrish, senior analyst at Forrester Research and author of a recent report independently ranking the nine U.S. digital agencies "that matter most and how they stack up."

Hire a candidate who has a high ROL (Return on Life)

Sara Arnell, Arnell Group February 01, 2012

Imagine that you're about to interview a prospective new hire. You've read their resume, been briefed by HR and are feeling confident that your recruitment team has done their job well. Now, tear up the resume and step away from your desk. It's time to find out what the true value of this candidate is: their "ROL," or "Return on Life."

Who's talking to your clients?

Tony Quin, CEO, IQ January 24, 2012

With 2011 in the rear view mirror, it's time to take stock and look ahead. If your company has been sitting on the sidelines unconvinced of the need for a social media strategy, then 2012 brings you the gift of clarity.

Q&A: Steve Grant, head of strategy, Modea

Melissa Hoffmann January 23, 2012

Steve Grant, new head of strategy for the digital and creative agency Modea, discusses how this small agency is taking on some its biggest competitors, and what he believes is the future of branding.

A call for email détente: efficient marketing

Rob Price, Eleven January 11, 2012

Almost every time I wind up on some company's email database, I get punished for it.

The Marketing Arm hires new digital strategy VP

Allison Schiff, Sara Holland January 05, 2012

Marketing and promotions agency The Marketing Arm tapped Tom Edwards to be its new VP of digital strategy, effective immediately, said The Marketing Arm PR representative Chris Anderson.

Direct-mail heavy nonprofits apply an integrated approach

Melissa Hoffmann January 01, 2012

Direct mail has long been the prime channel for nonprofit organizations looking to raise funds, but as charities move into 2012 and beyond, marketers say marrying these messages with outreach through other media is becoming an essential part of the nonprofit marketing mix.

Customer loyalty strategies determine the department store champion

Juan Martinez January 01, 2012

In addition to long-standing tenure in the retail space, Wal-Mart Stores and Sears Holdings Corp. apply a similar approach to direct marketing, including direct mail, email, social media outreach, loyalty rewards and extensive e-commerce platforms.

comScore names VP of marketing solutions

Allison Schiff December 09, 2011

Marketing research and digital analytics firm comScore, Inc. has named Bert Miklosi VP of marketing solutions for the consumer packaged goods (CPG) industry, effective immediately. He will report directly to comScore executive chairman Gian Fulgoni.

Q&A: John Gagné, SVP and executive  creative director, Proximity Canada

Allison Schiff December 01, 2011

John Gagné, SVP and executive creative director at Proximity Canada, explains why even in a digital world, classic DM strategies remain key.

Sunglass Warehouse filters holiday list with new ESP

Juan Martinez December 01, 2011

Sunglass Warehouse, a division of One Click Internet Ventures, is a Greenwood, Ind.-based retailer of more than 1,000 eyewear products. The online merchant had to devise an email strategy for the 2010 holiday season to more effectively reach and convert shoppers. It previously worked with email marketing and list services company MailChimp, but decided early in 2010 that a new partner was needed.

Marketers ramp up real-time strategies

Juan Martinez December 01, 2011

Ask any marketer what it takes to effectively reach consumers in a digitized, mobilized and socialized shopping environment and undoubtedly he will say you've got to target the right consumers with the right message at the right time. Increasingly, however, marketers are going beyond the notion of "the right time" by attempting to target consumers in real time with personalized and segmented interactions.

Improve email response rates with timing and relevancy

Stephanie Miller, Aprimo September 01, 2011

Customers and prospects seem to have less patience than ever. Email marketers need to cut through the clutter.

Successful drip marketing relies on list segmentation

Valerie Vallancourt, Emailvision September 01, 2011

Email is not going away, but your prospects and customers may if you do not target them appropriately.

Shuttleworth promoted to chief strategy officer at Draftfcb Chicago

Juan Martinez May 13, 2011

Draftfcb Chicago has promoted EVP and chief strategic planning officer Jamie Shuttleworth to chief strategy officer, the agency said May 13. He will report directly to Draftfcb Chicago president Michael Fassnacht and manage about 100 employees in the agency's planning and customer intelligence departments.

Naked Communications partner: Drive consumer action to raise awareness

Tim Peterson April 13, 2011

Agencies should create campaigns for clients that drive consumer communication to increase brand awareness, said Carla Serrano, partner at consulting company Naked Communications, during the Mirren New Business Conference's April 13 keynote.

Q&A: Bob Klein, chief strategy officer of Blue Chip Marketing

Kevin McKeefery April 01, 2011

Blue Chip Marketing chief strategy officer Bob Klein discusses how to prevent consumer 'de-selection' of brands and the importance of customer research.

Pitney Bowes names Timko chief of strategy, innovation

Frank Washkuch February 01, 2010

Pitney Bowes hired Joseph Timko as EVP and chief strategy and innovation officer, effective February 1. He is responsible for plotting the company's long-term strategy and priorities. Timko succeeded David Dobson, who was named EVP and president of Pitney's management services division last August.

R/GA names Charnock chief strategy officer

Frank Washkuch January 12, 2010

R/GA hired William Charnock as chief strategy officer, a newly created position, effective January 25. Reporting to Bob Greenberg, agency CEO and global chief creative officer, he will oversee the agency's global strategy and manage its strategy, planning and research teams.

My marketing colleagues and peers are losing their jobs — what can I do to keep mine?

Clay McDaniel, co-founder and principal, Spring Creek Group July 27, 2009

With unemployment still at record highs, many marketers don't feel entirely "safe" in their jobs. Here's some things you do to avoid the chopping block.