Chief Marketer Staff

• Agencies

  Botanic Garden Boosts Direct Mail Response

  The Chicago Botanic Garden got a 51.95% response rate to a series of early bird mailings designed to stagger spring renewals more evenly throughout the

• Springtime in Portugal

  Annus horribilis is the label APMA Worldwide president Iain Ferguson put on 2001, calling it a tough year for agencies and a rough ride for everyone.

• Former Vice President Buys Comfort Corner

  (Catalog Age)–Comfort Corner Corp., which mails the SoftSpots Comfort Corner women’s shoes catalog, was sold June 28 to its former vice president and

• Birdwatching

  I am lucky enough to have three windows above my desk and luckier still to have a cottonwood tree beyond them. On sunny days, when I should be working,

• Agencies

  Reader’s Digest Backs Off Sweeps

  IN A DRASTIC CHANGE for a company often credited with the creation of the sweepstakes offer, less than 10% of Reader’s Digest magazine’s acquisition and

• products

  Sole Providers Custom sneakers can add legs to any branding activity. (Hey, if you don’t like the jokes, why don’t you try writing this page for 28 straight

• Reality Check

  Almost 60 percent of promotion agency professionals received no salary increase in 2001. That fact is hardly a surprise, considering that the recession

• Agencies

  Catalog Bloopers

  OF COURSE, there’s no way that anything in this column applies to you or me. But all of us have seen the results of sloppy catalog production books thrown

• Agencies

  ROYAL TREATMENT

  ONE COULD SAY that Sovereign Bancorp Inc. went the adoption route to grow its financial family. The Wyomissing, PA-based retail bank has completed 24

• Translating Brand Essence

  I’m sitting behind the glass watching the opening moments of a focus group in Tokyo. Eight Jack Daniel’s drinkers sit around a table, and I’ve come thousands