Philip Thorn, head of marketing, US direct, Hiscox and Hiscox head of communications Hunter Hoffmann discuss targeting in the insurance vertical
Some marketers may balk at the expense of Volkswagen's videogame for Microsoft Corp.'s Xbox to support the launch of the 2012 Beetle. However, Volkswagen of America EVP and chief product and marketing officer Tim Mahoney says the game — which mirrors the campaign's TV spots, showing consumers driving around in a Beetle and giving passersby high-fives — "seemed ideally suited to reinforce the TV spot."
Former Hewlett Packard CMO Michael Mendenhall has joined Lipman Advertising as president and COO. The firm also named Andrew Spellman CEO and said it will add private equity capabilities to its operations and expand its services beyond luxury brands.
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