CMO STRATEGY

Panera Bread CMO Chris Hollander: 'We aren't getting enough credit' for going clean
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Panera Bread CMO Chris Hollander: 'We aren't getting enough credit' for going clean

The top marketing executive at Panera Bread talks the company's decision to eliminate artificial ingredients, how influencers keep it in check, and why the brand had success with loaf-shaped slippers.

Bai CMO Michael Simon on moving creative in-house, selling surprise and the brand's new corporate parents
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Bai CMO Michael Simon on moving creative in-house, selling surprise and the brand's new corporate parents

"It's cheaper" to work with an in-house agency and there's "more agility," says the beverage brand's lead marketer.

Diageo CMO on successful partnerships and moving into non-alcoholic drinks
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Diageo CMO on successful partnerships and moving into non-alcoholic drinks

Established businesses are increasingly seeing the value in partnering with entrepreneurs--and observing a few key principles can maximize the chance of a win-win outcome, Diageo's chief marketing and innovation officer has said.

Why Coke, Citi, Mars and J. Crew are placing bets on hybrid CMOs
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Why Coke, Citi, Mars and J. Crew are placing bets on hybrid CMOs

An era of slow growth and digital disruption has chief executives scrambling to show they're addressing the problem.

Citi combines global consumer marketing and entertainment teams under new CMO
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Citi combines global consumer marketing and entertainment teams under new CMO

Jennifer Breithaupt, head of global entertainment, adds consumer marketing to her role

Intel CMO Steve Fund on drones, in-house agencies and evolving a brand with a legendary 'bong'
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Intel CMO Steve Fund on drones, in-house agencies and evolving a brand with a legendary 'bong'

"If we think we can do it better, cheaper or faster internally, we will."

Why the chief growth officer is a threat to CMOs
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Why the chief growth officer is a threat to CMOs

Coca-Cola's recent move to replace its chief marketing officer with a chief growth officer is a sign of a dangerous trend, Phil Rumbol writes.

Lane Bryant CMO blasts the 'Girls' Lounge' at 4A's, and its CEO pounces
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Lane Bryant CMO blasts the 'Girls' Lounge' at 4A's, and its CEO pounces

Brian Beitler's on-stage remark incited an animated off-stage debate, then an appearance in the Lounge itself.

Too much 'complexity' and 'crap' hinders agency-brand relationships, says P&G CMO
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Too much 'complexity' and 'crap' hinders agency-brand relationships, says P&G CMO

At 4A's Transformation, Marc Pritchard offered a sweeping plan to change how agencies and clients interact.

Analysis: Diversity among elite CMOs shows little sign of progress
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Analysis: Diversity among elite CMOs shows little sign of progress

Several of the top-spending brands have never hired more than one female or non-white marketing boss, and some never have.

Why an 'orchestrator' may be a CMO's most important hire
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Why an 'orchestrator' may be a CMO's most important hire

Collaboration is the golden word, but how do you get everyone working in harmony to do the best for the client, asks the founder of Sunday Dinner.

3 things CMOs need to know to avoid ad misplacement
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3 things CMOs need to know to avoid ad misplacement

Tips for chief marketing officers who want to mitigate the risk that their ads will appear next to unsavory content.

State Street CMO: Banking needs to stop talking about itself
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State Street CMO: Banking needs to stop talking about itself

Hannah Grove discusses the reputation issues of banks, ESG concerns in Asia and the lasting impact of her company's "Fearless Girl" statue.

Ralph Lauren hires ex-Vice and BBH strategist Bottomley as first CMO
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Ralph Lauren hires ex-Vice and BBH strategist Bottomley as first CMO

Ralph Lauren has hired former Vice and Bartle Bogle Hegarty strategist Jonathan Bottomley as the fashion brand's first chief marketing officer.

Exclusive Q&A: Mars CMO Andrew Clarke on transparency, faith in the Super Bowl and fighting for your agencies
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Exclusive Q&A: Mars CMO Andrew Clarke on transparency, faith in the Super Bowl and fighting for your agencies

In his first interview, the chief marketing and customer officer gets tough on digital visibility and explains why BBDO's Snickers work is "the best of Mars."

The 4 most important traits of a successful CMO in 2017
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The 4 most important traits of a successful CMO in 2017

The common theme for this year's essential CMO skills is "put up or shut up."

Target names Rick Gomez CMO
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Target names Rick Gomez CMO

Target's previous CMO, Jeff Jones, left the retailer in September to join Uber as president, ridesharing.

How CMO Mauricio Vergara is making Bacardi relevant, even after the ball drops
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How CMO Mauricio Vergara is making Bacardi relevant, even after the ball drops

The Mexico City native has overseen a budget shift away from TV and toward understanding the consumer journey.

S'well hires Ogilvy vet Judd Harner as first CMO
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S'well hires Ogilvy vet Judd Harner as first CMO

The former Chico's CMO heads to the buy one, give one bottle company

CEOs expect CMOs to lead revenue growth
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CEOs expect CMOs to lead revenue growth

Report shows marketing role has shifted.

General Mills to ax hundreds of jobs and create global CMO role
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General Mills to ax hundreds of jobs and create global CMO role

The food giant eyes new CMO position amid restructuring that will erase up to 600 jobs worldwide.

How CMO Jonathan Mildenhall is helping Airbnb evolve from disruptive app to full-service travel brand
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How CMO Jonathan Mildenhall is helping Airbnb evolve from disruptive app to full-service travel brand

Forget houses. The controversial tech company is increasingly relying on user experiences--lived and shared on social media--to propel its marketing.

Q&A: Denny's CMO John Dillon on making 'America's Diner' and Grand Slams appealing to Millennials
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Q&A: Denny's CMO John Dillon on making 'America's Diner' and Grand Slams appealing to Millennials

The 63-year-old chain is undergoing a digital reinvention, led by a hilarious YouTube series with more than 170 million views.

Former Mars Global CMO Bruce McColl joins Ehrenberg-Bass Institute
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Former Mars Global CMO Bruce McColl joins Ehrenberg-Bass Institute

The longtime student of evidence-based marketing now becomes the teacher.

AI will have bigger impact than social media: CMOs
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AI will have bigger impact than social media: CMOs

A new study from Weber Shandwick finds that most CMOs in five global markets believe artificial intelligence will surpass social media's influence in the industry.

Bob Liodice urges CMOs to "take their industry back"
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Bob Liodice urges CMOs to "take their industry back"

The ANA president kicks off annual gathering by unveiling marketers' "Masters Circle"

Frito-Lay CMO Jennifer Saenz on keeping brands spicy and personalizing snacks
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Frito-Lay CMO Jennifer Saenz on keeping brands spicy and personalizing snacks

Frito-Lay SVP and CMO Jennifer Saenz discusses the snack company's approach to consumer engagement

Mars' and Arby's CMOs: Take risks, and don't underestimate the power of simplicity
Mastercard's CMO on creating a new digital brand and keeping a successful campaign fresh
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Mastercard's CMO on creating a new digital brand and keeping a successful campaign fresh

Masterpass isn't just a new way to pay for groceries with a phone; it's the face of Mastercard's digital future

Goodby, Silverstein & Partners hires former client as first CMO
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Goodby, Silverstein & Partners hires former client as first CMO

Julia Mee has worked with the agency in marketing roles at Cisco, HP and Yahoo

Q+A: Joy Howard, from indie rockstar to Sonos CMO
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Q+A: Joy Howard, from indie rockstar to Sonos CMO

"Music and art itself does not need a goal. It is actually what makes life worth living. It separates us from just being robots."

Here's what we learned analyzing 30 CMOs on LinkedIn
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Here's what we learned analyzing 30 CMOs on LinkedIn

Searching for patterns in the education, skills and career paths among C-level brand marketers.

Q+A: Reebok CMO Yan Martin on the benefits of yoga and the downside of the Olympics
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Q+A: Reebok CMO Yan Martin on the benefits of yoga and the downside of the Olympics

The fitness brand that strives to "Be More Human" would rather validate than compete with you

Denny's CMO John Dillon on brand's Taylor Swift parody tweet
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Denny's CMO John Dillon on brand's Taylor Swift parody tweet

Diner chain's top marketer explains how the Taylor tweet came about and unveils the strategy behind Denny's real-time marketing and social media

CMOs are 'lazy' and 'don't take risks,' says ABInBev marketing chief
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CMOs are 'lazy' and 'don't take risks,' says ABInBev marketing chief

Jorn Socquet was speaking at a Cannes panel of CMOs: "We don't want to have tough conversations with our bosses"

CMO Q&A: How 75-year-old brand M&M's keeps its marketing from going stale
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CMO Q&A: How 75-year-old brand M&M's keeps its marketing from going stale

Berta De Pablos-Barbier, marketing VP for Mars Chocolate North America, dishes on how M&M's has continued to "stay cool" with consumers for decades

Unilever CMO Keith Weed on why trust is the magic ingredient that builds brands
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Unilever CMO Keith Weed on why trust is the magic ingredient that builds brands

We need trust to break down traditional barriers of working if we want game-changing creativity, Keith Weed writes

7 keys to CMO Bruce McColl's success at Mars
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7 keys to CMO Bruce McColl's success at Mars

Fewer, better ads; creative freedom for agencies; AOR relationships; and research, research, research

What Patrón's CMO learned from taking a chance on virtual reality
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What Patrón's CMO learned from taking a chance on virtual reality

Would you pay $1 million for a 2-minute video seen by a few thousand people? Lee Applbaum thinks maybe you should.

GE's CMO  on creativity, awards and not boring your audience
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GE's CMO on creativity, awards and not boring your audience

After six months on the job, Linda Boff talks about repositioning one of the world's largest companies

Meet the little-known CMO atop a global confectionary giant
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Meet the little-known CMO atop a global confectionary giant

Irish transplant Orla Mitchell is quietly driving innovation for brands like Doublemint and Skittles at Wrigley

The next WhatsApp? Slack's CMO on marketing a 'unicorn'
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The next WhatsApp? Slack's CMO on marketing a 'unicorn'

Bill Macaitis discusses the joys and perils of marketing a fast-growth startup

Mars CMO blasts clients for locking agencies in 'creative imprisonment'
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Mars CMO blasts clients for locking agencies in 'creative imprisonment'

Bruce McColl cites low pay, creative restrictions and stifling bureaucracy

GE's new CMO Linda Boff: Trading appliances for apps
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GE's new CMO Linda Boff: Trading appliances for apps

Newly minted marketing chief describes the industry giant's transition

Running the global show: Jonathan Mildenhall, CMO of Airbnb
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Running the global show: Jonathan Mildenhall, CMO of Airbnb

Airbnb's marketing chief muses on working with agencies and marketing worldwide

Running the global show: Keith Weed, CMO of Unilever
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Running the global show: Keith Weed, CMO of Unilever

Leading the marketing function of a global company is no mean feat. How do the world's top chief marketing officers handle the challenge?

8 marketing tips from Progressive CMO Jeff Charney
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8 marketing tips from Progressive CMO Jeff Charney

The era of Don Draper is over. Get over it

Airbnb CMO on value-driven marketing and being 'transkind' to Caitlyn Jenner
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Airbnb CMO on value-driven marketing and being 'transkind' to Caitlyn Jenner

Jonathan Mildenhall talks about the purpose behind Airbnb's presence during the ESPY awards, and about a startup's flexibility in finding purpose

Rest easy, CMOs: Brand fails do little damage
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Rest easy, CMOs: Brand fails do little damage

In the wake of Subway's Jared fiasco, it's worth remembering that GM sales rose in 2014

MasterCard's CMO on refreshing a 'Priceless' platform
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MasterCard's CMO on refreshing a 'Priceless' platform

Campaign started in 1997 will evolve, says Raja Rajamannar

GE CMO: Innovation 'starts with culture'
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GE CMO: Innovation 'starts with culture'

At Social Media Week, GE, MakerBot and eBay outline the challenges of innovation at large organizations