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iMedia Connection, October 19, 2009 — In this episode of Marketing Obsessions with Kevin Lee, Yahoo SVP Joanne Bradford talks about how top CMOs are moving their assets to digital while maintaining an edge through exclusivity.
Advertising Age, October 7, 2009 — Levi Strauss & Co. recently announced the hiring of Jaime Cohen Szulc, who is the first in the company's history to take the title of global chief marketing officer. The news is predictable yet intriguing.
Advertising Age, October 6, 2009 — Recognizing just how paramount its wireless business has become, Verizon Communications is eliminating the company's chief marketing officer role and re-drawing the responsibilities of John Stratton, who will now assume duties for plugging the company's mobile offerings.
Advertising Age, September 10, 2009 — Given that innovation is the only sustainable advantage these days, advertisers need to allocate at least 10% of their marketing budget to foster it, even in these economically challenged times, said former eBay and Best Buy CMO Mike Linton, who spoke to an audience at the Aberdeen Group's Chief Marketing Officer Summit here yesterday.
Adweek, September 4, 2009 — Starbucks has appointed Annie Young-Scrivner global chief marketing officer. She starts the job later this month.
Young-Scrivner formerly served as CMO and vp of sales for Quaker Foods and Snacks, a unit of PepsiCo. Prior to that, she was chairman and region president of PepsiCo for Greater China, and oversaw various global brands, including Pepsi, Frito-Lay, Quaker, Tropicana and Gatorade.
MediaPost Publications, September 2, 2009 — MediaPost reviews several new marketing-oriented books
Advertising Age, September 2, 2009 — As the global economy emerges from recession, regardless of when or how quickly, the focus in the executive suite is already shifting from cost cutting to recovering top-line growth. What role can the CMO play? If CMOs are truly to be growth champions for their corporations, they can't simply rely on traditional marketing and brand-building techniques.
In nearly a decade of research, my colleagues and I have found that established companies increasingly are successfully building new businesses on a repeated basis, a process we call corporate entrepreneurship. Marketing — true marketing, not just selling the story but helping create it — must play a central role. True marketing is about understanding current and potential customers better than anyone... continue reading
eMarketer, August 26, 2009 — According to the July 2009 “CMO Survey” by Duke University’s Fuqua School of Business and the American Marketing Association, marketers are looking up after a gloomy recession.
Fully 59% of marketers responding to the survey reported being more optimistic about the economy than three months before. They were also looking up when it came to revenues: 47% reported feeling more optimistic about revenues from end customers and 39% felt the same about revenues from channel partners.
Advertising Age, August 24, 2009 — Deciding whether to adopt a customer-centric orientation is a significant decision for organizations, not to be made casually. It results in debates defining customer centricity, often with the question, "How customer-centric do we need to be?" Inevitably, it means organizing around the customer and the further proliferation of the types of marketing needed to do so effectively. The many companies that have embraced a customer-centric orientation have experienced some real and often unexpected challenges. At the center of these challenges is the role of the chief marketing officer — the person who needs to deliver thought leadership, lead the strategy debate and reorganization, and then integrate the various marketing types into a company-wide,... continue reading
Advertising Age, June 18, 2009 — As if average 28-month tenures weren't enough of a disincentive for marketers to seek the chief marketing officer hot-seat, a recent assessment of SEC filings of Fortune 1,000 companies suggests that the post remains low on the priority list at many organizations, and CMOs' authority remains limited.
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