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CMO Perspectives

CMO.com Perspectives lets you learn what other CMOs are thinking, with interviews with leading CMOs, results from surveys of CMOs, and a list of events where you can learn and network with peers.

  • AARP's Marketing Chief Pardo: '50 Is the New 50'
    Brandweek
    Advertising during the Oscars for the first time, AARP launched a campaign targeting boomers who are "not done growing up," says chief branding officer Emilio Pardo, who explains why now is the right time for such a message and dispels a few common misconceptions about boomers.

  • Citigroup Faces Consumers On The Web
    Forbes.com
    In an effort to soothe the public's skeptism post-bailout, Citibank has launched a multimedia branding campaign positioning itself as more accessible and transparent. Integral to its strategy: personal blog posts from CEO Vikram Pandit. "This is an attempt by us to show how we can reform ourselves and at the same time behave in a responsible customer-centric way," says CMO Lisa Caputo in an interview with Forbes.com.

  • Why Bertolli Is Using Webisodes to Promote Frozen Dinners
    Brandweek
    In an interview with Brandweek, Unilever marketing director Gaston Vaneri discusses Bertolli's upcoming Oscars debut--which uses digital and social media, as well as celebrities--and why you can expect to see more digital marketing from the frozen food company in the coming months.

  • Healthy Choices Aid ConAgra Resurgence
    AdAge.com
    The restaging of its Healthy Choice line represents one of ConAgra's best success stories. CMO Joan Chow explains how she turned up the marketing and innovation heat by getting the C-suite on-board.

  • How e.l.f. Became a Social Media Giant
    Brandweek
    Arguably the most present CMO on Twitter, Ted Rubin, a former protege of Seth Godin, spends zilch on traditional advertising. "It's part of our business model and part of what allows us to sell products at the prices we do," he says. Here's more about how he has amassed such a huge Twitter following, why CRM and marketing go hand-in-hand, and why CMOs are fighting with the C-suite.

  • Close-Up with Antonio Lucio, CMO, Visa Global
    B2Bonline.com
    Olympic sponsor Visa's global ad campaign features more promotional and digital elements than ever before. "It is the first time that we have a very comprehensive and significant digital strategy," says Lucio, who discusses why the games are a key part of Visa marketing.

  • Why Social Media Isn't 'One Big, Happy' Space for Multicultural Marketing
    Brandweek
    Marketing expert Pepper Miller discusses why engagement is a huge part of reaching black consumers, with examples of some successful [and not so successful] ads targeting African-Americans.

  • P&G Aims For The Gold
    Forbes.com
    P&G's chief marketing officer Marc Pritchard, a former high-school gymnast who loves adrenaline-charged flips, reveals his $10 million strategy for taking home the ad-campaign gold during the Olympic Games in Vancouver.

  • Insights From the SoDA Survey: Interview With Paul Lewis, Director of Operations

    CMO.com
    The digital marketing revolution is clearly under way, and yet we’re only at the cusp of possibilities. Where is the industry, with all of its myriad tools, such as social media, to name just two, headed? The Society of Digital Agencies’ (SoDA) “2010 Digital Marketing Outlook” report, reveals plenty of answers, but for even more behind-the-scenes insight, CMO.com recently spoke to Paul Lewis, SoDA’s director of operations. Read on to learn which survey results interested him most, how brands need to evolve their thinking, questions CMOs should be asking about digital infrastructure, and plenty more.

  • 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.