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CMO Perspectives

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CMO Interviews: Get new ideas and avoid pitfalls as you read and listen to leading CMOs.

  • Close-up with Laura Howard, CMO, ECI Telecom
    BtoBonline.com
    With the Web at its self-educating customers' fingertips, ECI is turning its attention to co-branding with industry leaders, training its sales team in areas of the buying cycle they typically don't get involved in, and more. Howard, who says Web analytics is just a slice of understanding consumer behavior, explains her four-point strategy.

  • Tropicana Has High Hopes for Juicy Rewards Program
    Brandweek
    Health benefits aside, that morning glass of OJ could also net consumers Adidas shoes, TaylorMade golf balls, or a trip to the local zoo. It's all part of Tropicana's new points-based incentives system, which represents "an opportunity for us to really engage with our consumer," says CMO Andy Horrow in this Q&A with Brandweek.

  • Hyundai Revs Up To Score With Consumers
    Forbes.com
    Hyundai is spending $160 million to market the Sonata--the most it has ever spent on a vehicle launch--and Hulu and YouTube will be kicking off this campaign ahead of its Super Bowl XLIV debuts. Joel Ewanick, Hyundai's VP of marketing, details his plans.

  • Close-up with Jay Kidd, CMO, NetApp
    BtoBonline.com
    Like all brands having to do more with less, NetApp has had to fine-tune its focus on consumer spending and adjust not only what it markets, but where it markets. The net for NetApp? A multichannel rebranding campaign that speaks to strategic buyers, says CMO Jay Kidd.

  • Online Display Advertising Will be 'No One's Salvation'
    FOLIO:
    National Media Group president Jack Griffin is cautiously optimistic about the future of print magazines, while online he's not counting on display ads to carry his Web properties. "You have to pick a different path," he says. For his company that includes investing in content creation and delivery, and aligning its online and offline brands.

  • Audi CMO: What U.S. Automakers Are Doing Wrong
    AdAge.com
    The crisis in the automotive industry has less to do with finances and consumer confidence issues and more with marketers forgetting how to get people to love their products, says Audi CMO Scott Keogh. "This after 20 years really starts to erode away the romance, nostalgia, and ideals of the automotive business," says Keogh, who in this video clip cites three assumption-breaking marketing strategies that have fueled Audi's success.

  • Why FedEx Chose Orange Bowl Over Super Bowl
    AdWeek
    Steve Pacheco, FedEx's advertising and marketing communications director, explains the shipping company's ad strategy and whether its absence from the Super Bowl for the first time in 12 years is hurting the brand.

  • Mark Wilson of Sybase talks trends for 2010
    BtoBonline.com
    "It's never been a better time to be a marketer," says the tech company's marketing leader, who attributes the recession for making the industry smarter. Next up, he predicts: adding more math to social media, increased online investments, and content marketing.

  • 'Imperfect' FreshDirect Gets Close to Consumers
    AdAge.com
    Of the mindset that a company starts with its customers and works back to the business, FreshDirect CEO Rick Braddock is putting his multimillion-dollar marketing budget behind a new testimonial-based campaign featuring the Internet grocer's consumers.

  • The Downside Of Behavioral Targeting
    Forbes.com
    "Narrowly targeting audiences is limiting. We are simple and complicated individuals. Narrowly targeting people speaks to the simple side," says Susan Credle, Leo Burnett's chief creative officer, who's a big believer in exposing consumers to choices. Still, a brand cannot be all things to all consumers. Credle explains.

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