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CMO Interviews
How a Wine Powerhouse Is Seeking to Grow Its Flagship Brand
There's plain old market research. And then there's the kind of market research Bill Terlato gets to do.
Meet the Force Behind Private-Label Booze
Stephanie Grubbs might have one of the coolest jobs in the alcohol industry. The VP-marketing of Winery Exchange gets to create brands from scratch.
Hallmark Breaks Out of Special-Occasion Mold
Lisa Macpherson, senior-VP marketing at Hallmark, talks to Ad Age about the marketer's evolution beyond the major holidays.
A-B InBev Goes Virtual in New Campaign for Beck's
Anheuser-Busch InBev has started an event-driven, augmented-reality campaign for Beck's, the "Green Box Project," that mixes public art with mobile technology in an attempt to bring new attention to the brew.
This Is Not Your Father's Army National Guard
Col. Rob Porter, the U.S. National Guard's answer to a CMO, explains his marketing challenge and how it differs from that of traditional marketers.
What's Inside Intel's Global Game Plan
Intel's Nancy Bhagat, VP-sales and marketing group and director of marketing strategy and campaigns, helped create the "Sponsors of Tomorrow" brand positioning and works to ensure Intel has a consistent voice. Here, she discusses how that voice translates across markets.
How A-B InBev Uses Digital for Regional Focus and Global Scale
Chris Burggraeve's vision for the future of marketing goes beyond figuring out how to get the world to drink more beer as CMO of A-B InBev, the biggest global brewer.
Lagnado Adds a Strong Shot of Creativity to Spirits Category
Famous as the marketing brains behind Dove's game-changing "Campaign for Real Beauty," Silvia Lagnado, CMO of Bacardi, is determined to make the same impact on alcohol brands as she did to the personal-care category.
Mind Candy's Moshi Monsters Sets Out to Be the 'Facebook for Kids'
Moshi Monsters, formed in the U.K. three years ago, signs up a new member every second. Ed Relf, chief commercial officer of Moshi Monsters' parent, Mind Candy, has masterminded the company's marketing efforts since its launch.
Coke Grows Juice Brands Globally With Focus on Commonality
The marketing annals are littered with logo and packaging revamps gone bad, so when Coca-Cola set out to overhaul its juice packaging around the world, one could be forgiven for wondering whether it was the best idea.
Jacqueline Parkes: CMO of MLB's True Golden Age
Now in her 17th year with MLB, Jacqueline Parkes in 2008 became the first executive in the 142-year history of the league to hold the title of senior VP-chief marketing officer.
Timex Retools to Address Needs Beyond Time-telling
Timex Senior VP-CMO Stephen George explains why it's premature to predict the end of the watch, the opportunity that exists in marketing a century-old brand, and what we can expect to see from Timex moving forward.
Scotts Works to Grow Markets, Not Just Share
In an interview with Ad Age, Scotts CMO Jim Lyski explains how his challenge at Scotts differs from that at previous company, Nationwide, and shares insights about how Scotts must work to leverage its role as an expert in its industry by educating consumers and connecting with "their passion points."
The NHL'S Come Far, but John Collins Wants More
By all accounts, the National Hockey League is experiencing record growth, from the must-see Winter Classic to booming sponsorship sales, and a lot of that credit goes to CMO-turned-COO John Collins.
Bravo's 'Buzz Marketing' Keeps Viewers Tuned in
Network CMO Ellen Stone spoke with Ad Age about where to find Bravo's "affluencers," the importance of a brand filter and why her network's brand has just as much in common with JetBlue and Skechers as it does E! or MTV.
Pepsi Vet Nicholson Preps Equinox for Expansion
Cie Nicholson, former CMO of Pepsi-Cola North America, is now CMO of Equinox. Here she talks about how the gym chain will be translated overseas, why the recession didn't phase the brand and the biggest differences between Pepsi and Equinox.
Tasti D-Lite's Loyalty Innovation, Now an 'Organic' Campaign
Tasti D-Lite CMO Bill Zinke explains a new campaign, the Tasti Healthy Habit Search, and how important social media has become as a way to build customer relationships and brand loyalty.
Krispy Kreme's New CMO to Spend Less, Lean on Social Media
Ad Age caught up with Dwayne Chambers, senior VP-CMO, to discuss how Krispy Kreme is leveraging word-of-mouth; why he plans to spend even less on marketing; and how he plans to entice people to eat the calorie-packed treats.
Speichert Looks for 'Big Growth Bets' as First CMO of L'Oreal
In an interview with Ad Age, L'Oreal CMO Marc Speichert outlines how he sees his new role at the world's biggest beauty marketer and how he's going about making sure the U.S. contributes at least its share of L'Or�al's new consumers over the next decade.
Old Rules of Marketing Don't Apply in China
SHANGHAI (AdAge.com) -- Richard Lee, PepsiCo's CMO for Greater China, speaks with Ad Age Editor Abbey Klaassen and Asia Editor Normandy Madden in Shanghai about the changes he's witnessed in China, how Chinese consumers' optimism affects marketing and product-development efforts, and why local competitors are more of a threat than global companies.
