Chief Marketer Staff

• Budget’s Big Blast

  Perhaps the name Budget reacts with the well-burnished executive ego like some image-tarnishing oxidizing agent. No matter. Marketers at Budget Rent a

• Agencies

  GET BACK TO THE BASICS

  “BE CAREFUL WHAT YOU wish for.” For business-to-business marketers, this old adage has never been more true.B-to-Bers have abundant sales and marketing

• Agencies

  Branding the Herd

  DURING TWO OF my summer sojourns, I realized that many of our industry’s finest had done an exemplary job of branding, at least in our household.While

• Oh, Baby

  Mack Jenks spent a little time with his calculator before settling on the prize package for Gerber Rewards. The baby food leader wanted to “give away

• Answers First, Questions Later

  Nobody who’s read this magazine for any length of time could fault it for not advancing the cause of promotions. After all, promo is our name and what

• Making History

  Amazingly, 1998 was a major milestone for two driving forces: it was NAS-CAR’s 50th anniversary and Goodyear’s 100th anniversary. With all the hoopla

• We’re Going to Disney World!

  What we see, of course, is the finished product, the catchy headline of the press release or the inviting ad that says: Sears Offers Adventure of the

• Finding the Prize

  Finding a premium wasn’t such a big deal 10 years ago. You handed your parameters to the manufacturers’ premium sourcing departments, they knew how to

• Agencies

  Becoming a Utility Player

  WHILE GAS AND electric utility customers generally feel positive about their service providers, cable TV companies may face customer defection in a deregulated

• Agencies

  ALL TOGETHER NOW: JIM NOONAN, VICE PRESIDENT, COMMUNICATIONS

  This summer’s blockbuster from Warner Bros. Studios and Warner Music Group didn’t feature any explosions or gunfire, but it did result in a lot of hits.Cross