Topic: 2010

Welcome to our CMO Special Issue

It's tempting to look at our slate of Marketer of the Year winners for 2010 and try to find a common theme, but in truth, there is none. Sure, you…

September 13, 2010, 7:40 AM EDT

Grand Marketer of the Year 2010: James Moorhead, Old Spice

Photograph by Tim LlewellynIn the 1970s, an Old Spice TV commercial opened with a shot of a woman lounging on a corner-unit sofa covered in garishly patterned cushions, surrounded…

September 13, 2010, 7:37 AM EDT

Steve Jobs, Apple

In 2010, the standard advice for marketers is: Be transparent. Embrace social media. Start a dialogue with your audience. Apple CEO Steve Jobs is having none of this. As…

September 13, 2010, 7:36 AM EDT

Geoff Cottrill, Converse

Photograph by Allison Cottrill Geoff Cottrill, whose name is synonymous to many with digital marketing, says he draws much of his inspiration from a decidedly pre-Internet document: The 1913 Converse Catalog.…

September 13, 2010, 7:35 AM EDT

Justin Lambeth and Gannon Jones, Frito-Lay

Photograph by Van Ditthavong Frito-Lay knew it had a problem when it asked some of its consumers what its Lay's potato chips were made of and most had to give the…

September 13, 2010, 7:34 AM EDT

David Webster, Microsoft

Photograph by Creating a fresh pitch about an established product is a hard enough job. But what if a billion consumers already own the previous version of it? For David…

September 13, 2010, 7:33 AM EDT

David Lauren, Ralph Lauren

Photograph by Frank VeronskyAs indoctrinated shoppers know, setting foot inside a Polo Ralph Lauren retail store is a bit like getting invited to one of Jay Gatsby's parties, minus the…

September 13, 2010, 7:32 AM EDT

Russell Weiner, Domino's

Photograph by Dwight CendrowskiIn many ways, Russell Weiner was the target customer for his own ad campaign. After all, Weiner, who became CMO for Domino's two years ago, says he…

September 13, 2010, 7:31 AM EDT

Tim Mahoney, Subaru

Photograph by Frank Veronsky When Tim Mahoney returned to Subaru in 2006 to become chief marketing officer following a nine-year stint at Porsche of America, he hardly recognized the place he…

September 13, 2010, 7:29 AM EDT

Martine Reardon, Macy's

Photograph by Laura BarisonziMartine Reardon still remembers the point that's every marketer's worst nightmare: The brand's in trouble, and all eyes turn to the marketing department to do something. It…

September 13, 2010, 7:28 AM EDT