Patty Odell
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Acquisition
Bacardi Doubles Down on Analysis to Understand Impact of Advertising on Sales
Hard work to develop solid measurement tactics combined with people power
has landed Bacardi in the top echelon of Masters of Measurement marketers. -
Acquisition
Red Sox CMO on What’s Up
Adam Grossman, CMO for Boston Red Sox/Fenway Sports Management, fills us in on trends, challenges and what he and his team have planned for fans.
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Acquisition
Spanish Hotel Chain Recasts Itself as a Social Phenom
An expansive and long-tail social media strategy encompasses corporate
social actions, B2B initiatives, employees, loyalty members and hotel users. -
Agencies
Creative Teams Are Not Happy, But There Are Solutions
Marketers with in-house agencies are having difficulty keeping their creative teams
energized, and are also concerned about attracting top-tier creative talent. -
Acquisition
Glad Debuts its Latest Video that Makes People Cry with Laughter
Glad Press’n Seal is once again using humorous video marketing in the hopes
of driving the spectacular results it saw in last year’s campaign. -
Acquisition
An Experiential Tour is Reframed with Big Goals
Success in Take 1 doesn’t always equate to success in Take 2. Here’s
how Santa Margherita winery plans to pull off its latest summer tour. -
Acquisition
Building a Paid Influencer Program Delivers Thousands of New Members for Fabletics
Jennine Matthias, Fabletic’s director of influencer marketing, takes us on the journey to drive tens of thousands of new members through influencer programs.
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Acquisition
Vast Majority of Brands See Partnerships as Central to Growth: Report
High maturity marketing partnerships contribute 28 percent of overall company
revenues, while low maturity programs contribute only 18 percent. -
Agencies
L’Oréal Masters the ‘Codes’ to Fend off Digital Disruptors
L’Oréal’s chief digital officer, Lubomira Rochet, talks digital transformation,
restructuring the marketing department and testing media buying in-house. -
Acquisition
How to Climb the Marketing Ladder from a Woman Who Knows
Chelsea Phillips, vp marketing for Beyond Beer Brands at Anheuser-Busch, has a new campaign
in market under a creative platform that inspires women to own or reject negative labels.
