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  • Kraft’s Mobile Branding Recipe
    eMarketer
    A 99-cent mobile app has gone far to help Kraft engage consumers in a meaningful and relevant way. "The most important thing is we’re providing utility above branding," says Ed Kaczmarek, Kraft's director of innovation and consumer experiences, in an interview with eMarketer.

  • Why marketers can't ignore the cloud computing revolution
    iMedia Connection.com
    Think cloud computing is not sexy enough a topic for CMOs to care about it? See why disregarding this techie megatrend is like shutting your eyes to the future of online advertising -- and to the evolution of marketing in general.

  • Rethinking Marketing
    Chief Marketer
    Companies have powerful technologies for understanding and interacting with customers, yet most still depend on mass media marketing to drive impersonal transactions. To compete, companies must shift from pushing individual products to building long-term customer relationships.

  • 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.

  • Having Ideas Versus Having a Vision
    Harvard Business Publishing
    Could the next decade be the decade of vision building? If so, we will witness a significant shift in the way we think about innovation, creativity, and leadership. Less focus on the number of ideas and more focus on deeper, more robust ideas will lead the way to greater innovation.

  • Five Gates to Innovation
    Strategy+Business
    One New York manufacturer's process for developing inventive products actually works, a claim that few companies can make. What the company appears to do better than most is insist that innovation be managed not by individual inventors or small teams in silos, but by multidisciplinary groups throughout the organization.

  • Don't Abandon Ideas That Flop
    Harvard Business Publishing
    All ideas have value -- even the ones that seemingly don't. Preventing old ideas from disappearing is an especially subtle problem in highly innovative organizations in which dozens and dozens of ideas are tried and abandoned.

  • 30 Under 30
    DMNews
    CMOs, watch your back: The women and men on this list of up-and-comers in the direct, database and interactive marketing industry -- noted for their ability to initiate change, drive growth and achieve measurable results -- could one day have your job.

  • Stop Spreading Viruses and Start Giving Gifts
    CMO.com
    It’s time to accept a difficult truth: Viral isn’t a quality that we, as marketers, have the power to bestow. In fact, viral isn’t an inherent trait that advertising can have at all. And when a campaign does achieve viral propagation, it’s not simply a function of what we do as designers and planners.

  • The Evolving Roles of Producer, Advertiser and Audience In an On-Demand World
    CMO.com
    The advertising industry has paid little attention to the imminent arrival of connected television. Yet it is perhaps the most complex change to hit our daily entertainment lives for a long time—a change as significant as the advent of the 30-second spot, mass adoption of cable television, or the invention of VHS and DVD formats.