John Miller: Learning to speak the language of social media

John Miller has an impressive list of awards and career achievements. He has an Emmy. He’s in the PROMAX Hall of Fame. He’s been named Entertainment Marketer of the Year four times, and is widely recognized for his role in launching The Cosby Show, popularizing the Must See TV slogan, and incorporating several acquisitions under […]

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Brenda Rideout: Fostering collaboration between technology and marketing

Internet-based banks have little or no physical interaction with customers. This puts great pressure on the user interface to be simple, intuitive and elegant across Web and mobile platforms. The key to building a seamless experience, according to Brenda Rideout, chief marketing and technology officer of ING Direct Canada, is to create a nimble collaboration […]

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Bob Maggiore: What does it take to build a culture of constant change?

It wasn’t long ago that TaylorMade was an also-ran in the slow-moving business of manufacturing golf equipment. Over the last decade, the company revamped its business model and began introducing a steady stream of high-end, innovative golf clubs. The new tack strained relationships with the channel, confused some customers and drastically altered the job of […]

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David Kirchhoff: Data is only as good as the questions you ask

The recent shift from Points to PointsPlus by dieting powerhouse Weight Watchers is a case study in effective organizational change. The transition to a new weight-loss formula was equal parts science (nutritional and behavioral) and marketing (to members and employees). More than four years in the making, the rollout required much testing, several iterations and […]

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Brett Goldstein: Bringing transparency to secretive cultures

Chicago’s Chief Data Officer Brett Goldstein is a pioneer in more ways than one. He’s the nation’s first big city CDO and a force for transparency in what has long been a secretive environment. Under the direction of Mayor Rahm Emanuel, Goldstein helped establish the city’s data portal, data.cityofchicago.org, which includes more than 200 datasets. […]

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Marc Mathieu: In the digital era, everyone’s a marketer

Last year Unilever, the world’s second-largest advertiser, hired Marc Mathieu to be the company’s number-two marketer. A founder of BeDo, a strategic consulting firm that focuses on corporate sustainability and social responsibility, Mathieu joined Unilever to help achieve the company’s ambitious 2020 Sustainable Living Plan, which aims to double revenue while reducing raw material and […]

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