Advertising Age - CMO Strategy

Unabashed Price Slash Seems Just What WWE and Its Fans Needed

Wed, 25 Nov 2009 10:32:00 -0500

Value has been a key focus for Exec VP-Marketing Michelle Wilson and WWE, which managed to boost ticket sales 29% during the third quarter by cutting pricing, a result most leagues envy thanks to a tactic most have tried to avoid.

In His Nike Work, Dan Wieden Is the Prototypical CCO

Mon, 23 Nov 2009 13:19:01 -0500

The corporation is good at many things, but culture has never been one of them. The time has come to put this right. What better way than to open the C-suite to a senior manager who contents with culture full-time? The question: Where to find people who've served the corporation as unofficial, prototypical CCOs? It wasn't long before I stumbled upon Dan Wieden's magnificent work for Nike, highlighted in this edited book excerpt.

Unilever, Lufthansa, Vente Privee Honored With European CMO Awards

ehall@adage.com(Emma Hall) — Thu, 19 Nov 2009 15:59:12 -0500

LONDON (AdAge.com) -- Unilever, Lufthansa and online shopping club Vente Privee are the winners of this year's European CMO awards, presented in Frankfurt by international strategy consultants Booz & Co.

Can You Predict Successful Innovation? You Bet You Can

Thu, 19 Nov 2009 14:09:14 -0500

Popular opinion suggests that great innovation results from a mysterious combination of forces that make it appear to fall from the sky. However, based on a 30-year analysis of 300 product categories covering 225 countries, it becomes clear this perception is false: Tomorrow's winning innovation can actually be predicted.

Give Consumers Something More by Offering Fewer Choices

Mon, 27 Jul 2009 00:00:00 -0400

Overall product choices in retail could be down 15% by this time next year, according to The Wall Street Journal. And I think it's a good thing.

Web Is Great Equalizer for Producers and Consumers

adageeditor@adage.com(Jonathan Salem Baskin) — Mon, 15 Jun 2009 16:03:51 -0400

I miss the good ol' days of global brand strategy. It used to be so simple: Develop a single, absolute definition of your brand, then produce content -- mostly TV spots and print -- that was generic enough for local voice-over talent to translate, perhaps augmented with an image or two for local color. But the internet has turned this model on its head.

A List of Things to Think About When Targeting List-Makers

Mon, 01 Jun 2009 00:00:00 -0400

I don't think list-marking is such novel behavior, but I do think we need to realize how central it has always been to our consumers' experience.