Profiles & Campaigns
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Engagement
For Bud Light, “No” Means a Damaged Brand
The Bud Light “Up for Whatever” campaign came under attack after a thoughtless scroll was added to the bottle’s labels.
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Digital
Q&A With Progress Software CMO Melissa Puls
Chief Marketer sat down with Progress Software CMO Melissa Puls to talk about the challenges of team realignment, integrating new acquisitions from a marketing standpoint, bringing digital experience marketing to the forefront and technology’s role in her department.
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Profiles & Campaigns
How Jim Stengel Transformed P&G
Jim Stengel was a powerhouse for P&G during his years as global CMO. This article describes how he changed P&G’s reputation working from the outside in.
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Acquisition
Coca-Cola Introduces Mobile Fitness Tracking Site
A new mobile fitness tracking site turns on Coca-Cola’s 2013 commitment to support physical fitness programs.
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Acquisition
“Share A Coke” Experiences Drive Big Biz
By now we all know that Coke is bringing back its wildly popular “Share A Coke,” campaign with more names, more packages, more ways for consumers to experience the brand—and, in a bold move, an e-commerce platform. But what you might not know is that last year the campaign drove +15% volume and increased sales. […]
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Direct Marketing | Print
Disney Sets a High Bar for One-to-One Marketing
Disney is opening up a new front on one-to-one marketing with a comprehensive, personalized blitz to customers who have already booked a trip to its parks.
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Acquisition
The Great Debate: Large vs. Small Sweepstakes Prizes
There are benefits to both small and large sweepstakes prizes. Here, we look at the great debate through case studies and plenty of comments.
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Profiles & Campaigns
Starbucks Ends “Race” Campaign and Other Marketing Missteps
Marketing missteps can trip us up quicker than we think. Take some lessons on how NOT to get caught in a marketing nightmare.
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Acquisition
Lessons from Harley-Davidson on Seasonal Marketing
Aaron Ormond, manager, customer lifecycle management, Harley-Davidson, shares case studies—and results—on how it successfully markets during peak seasons.
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Acquisition
Mountain Dew Brings Back “Do the Dew”
Skateboarders and Olympic snowboarders appear in new edgy TV spots to bring back the “Do the Dew” tagline for Mountain Dew.