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The article discusses the importance of establishing a direct line of communication between ad agencies and the CEO of a client company. The author argues that involving the CEO in the strategic planning process can lead to more effective marketing campaigns and business transformations. By understanding the CEO's vision and concerns, agencies can better align their strategies with the overall goals of the company. This approach also helps bridge the gap between the C-suite and the marketing team, as CEOs often lack marketing experience. However, the article acknowledges that there may be challenges in the CMO-CEO relationship and suggests that involving the CEO in agency discussions can help strengthen the bond between the two positions. [Extracted from the article]

- K.C. 9 CASHMERE AGENCY HQ: Los Angeles | Growth: 164% Category: Full-service Overall rank: 28 Cashmere is an award-winning lifestyle marketing agency that utilizes social media, creative strategy, experiential, influencer marketing and public relations strategies to provide full-service support for campaigns and brands, and it excels at connecting through community and culture. The agency has produced over 42,000 pieces of content, activated campaigns across 48 countries and in more than 17 languages and sees influencer marketing as a discipline, not an add-on. The main sources of the agency's growth have been new business, repeat business and referrals. [Extracted from the article]

The Las Vegas Strip burns its way through 8,000 megawatts of electricity every day, much of it wired to the blinding agglomeration of LED signs beckoning visitors into the casinos. Neon signs have been around since 1910, but lighting those glass tubes requires a lot of voltage - something Las Vegas gained in 1936 with the opening of the Hoover Dam's dynamos. It's a pity, though, that younger visitors never got to see a not-so-distant past when the radiance of the Strip was solely the work of neon. [Extracted from the article]

The article informs that marketing and advertising companies are using experiential marketing and Fear of missing out (FOMO) programs to target and get attention of consumers. Topics discussed include use of campaign with hashtag can encourages consumers to work as ambassadors on company's behalf, creation of content that interest and attract customers, and using experiential tactics for building social buzz.

And Airbnb's marketing will continue to take its cues from evolving travel trends and focus on search, PR and experiential to drive a message about what the company offers and what it ultimately represents. Experiential Activation by a Travel Brand "Go Near;" Agency: Weber Shandwick West Best Use of Partnership in an Experiential Activation "Be Kind, Rewind: A Sleepover at the World's Last Blockbuster;" Agency: Weber Shandwick West The idea of any travel brand counting 2020 as a "winning" year would strike even the most wildly confident marketing executive as absurd. As the U.S. and parts of Western Europe begin to reopen, the idea of a "travel reset" has already become ingrained at Airbnb, Wilkins says. [Extracted from the article]

If the forecast for experiential seems strong, perhaps it's because 2021 marketing plans didn't turn out quite as bad as anticipated, said Daniel Gregory, CEO of experiential marketing agency TEAM Enterprises. "While brands and consumers spent the last year adjusting to a new reality, with each passing day, we're seeing continued virtual fatigue and a growing appetite for real-life connection", said Michelle Roguso, head of experiential for CAA Brand Consulting, a division of the Creative Artists Agency. "Enthusiastic caution" may be the most celebratory description for the current state of experiential marketing. [Extracted from the article]

The article discusses sports marketing. The Heat Group's upgrade of the AmericanAirlines Arena in Miami, Florida is mentioned. The firm's president of business operations, Eric Woolworth, comments on relationship marketing. Executives talk about their companies' marketing strategy including George Pyne of IMG and Todd Siegel of Fox Cable Sports.

The article, a special advertising section of this issue, examines customer loyalty programs and their use in marketing. The impact of customer loyalty programs on the financial services industry is discussed. Suggestions for customer loyalty program management are presented. It is stressed that such programs must be integrated into an overall approach to customer services.

The pandemic has shed light on a large trend of discrimination against the Asian-American community within the workplace and society. During Adweek's Asian-American Summit, top marketing leaders dove into tough topics, including the silencing of their community, challenges in the workplace and the importance of empowerment now more than ever. BOON LAI vp, global partner marketing, Cisco "If we as business leaders are willing to put so much time and effort into standard business initiatives, then we need to be willing to make an even longer and bolder commitment to equality.". [Extracted from the article]

This article deals with the successful brand marketing efforts of Vans. The Vans Song by The Suicide Machines has played a key role in the brand's success in urban markets. The brand promotes itself around what Vice-President of Marketing Doug Palladini calls the four pillars of Vans culture: action sports, music, street culture and art. Perhaps its greatest accomplishment has been maintaining its aura of authenticity while ramping up its message to consumers through its active promotions and partnerships. INSET: Blog This!.

Kimberly Eberl founded Motion PR in 2006 and in the decade-plus that followed grew the agency from a one-person PR shop to a full-service PR and digital firm. Established in 2006, TMV is a full-service advertising shop made up of ad veterans who have leveraged their experience at leading agencies and working on global brands to create and sustain a culture-rich, midsize firm. "While JMC Brands continues to serve clients in an agency role, our model relies heavily on the AdApted Platform to service a range of clients, from boutique agencies to major brands. [Extracted from the article]

The article, part of a special advertising section, discusses so-called "shopper marketing," direct and relationship marketing to consumers presented in retail stores. The need for collaboration between manufacturers and retailers of consumer products in making such marketing effective is discussed.

PRESENTED BY GOOGLE, HINT, THE INFATUATION, THE TRADE DESK AND UBER EATS. 2 Nadine Dietz (center), chief community officer, Adweek, and crew celebrate 100 episodes of CMO Moves by ringing the closing bell at Nasdaq. [Extracted from the article]

Brand activations have come a long way in achieving consumer engagement. Agenc produces In Goop Health, Gwyneth Paltrow's lifestyle brand's traveling wellness summit. 2 Agenc produces In Goop Health, the lifestyle brand's ticketed wellness summit. [Extracted from the article]

When Digitas veteran Tony Weisman landed the job of CMO of Dunkin' Donuts in 2017, he inherited responsibility for the look, feel and personality of a 67-year-old doughnut chain. One of the longstanding challenges for the old Dunkin' was drawing foot traffic after the morning rush ended - to encourage customers, as Weisman puts it, to see Dunkin' as "a coffee shop that happens to serve doughnuts". Before becoming CMO at Dunkin', Weisman was Digitas' North American CEO and amassed three decades of marketing experience at shops like Draft Worldwide and Leo Burnett. [Extracted from the article]

Nick Street: As Vans was founded on the belief that we are not a shoe company but a people company, I'll be talking about how our purpose is to enable creative self-expression and will aim to highlight how we do this through the lens of our "Off the Wall" brand ethos. We want to show up where our consumers are, in the real world, and care about the experiences our Vans Fans have during these strong tie activations, which then drive strong content as a result We've always been grounded in staying true to who we are, but love giving our consumers, athletes, artists and partners a voice to share our reason for being and to help deliver on our brand promise. [Extracted from the article]

Opinion. Discusses the unlimited potential of relationship marketing via the Internet. How this technology can enhance your relationship marketing efforts; Information on the interactive aspects of the Internet. INSET: What's in a name II, by Audra Potz..

DWA is a global media and marketing agency for technology companies. Its range of services include programmatic media, marketing automation, account-based marketing and content marketing consulting - all for hundreds of the world's top technology companies. MMGY Global is an integrated marketing company specializing in the travel, tourism and hospitality industry and representing multiple agency brands with one goal: to inspire people to go places. [Extracted from the article]

The article discusses on how agencies are tracking rate of return for experiential marketing. Topics discussed includes building own measurements for tracking consumer behavior statistics, social media impression metrics, importance of increased revenue. According to Mat Micheli, co-founder of influencer marketing agency Viral Nation, experiential companies are going to need to adapt or go away and the brands are becoming more conscious of what they are getting.

The article focuses on marketers Cassie Hughes and Gabrey Means who founded Grow, an experiential marketing agency that has worked with brands including Google Inc., PepsiCo Inc. and Target Corp.

By 2005, 49 percent of all media will be two-way, or interactive, up from its single-digit level today, according to McKinsey & Co. In an effort to capitalize on this growth, DVC has added two executives, Kathleen Amundson and Daniel O'Keefe, in the hopes of augmenting the shop's relationship-marketing expertise. They have recently joined the Morristown, New Jersey-based independent promotion agency's Minneapolis and Atlanta offices, respectively. Amundson, director of relationship marketing, helms 10-person relationship marketing practice in DVC, which launched in March. O'Keefe is executive of relationship marketing in healthcare practice at DVC. Relationship marketing, which includes direct mail, database marketing and interactive, is a hot topic in the industry. He formerly was svp of client services at technology-focused marketing firm Seurat in Boulder, Colorado.

Integrated marketing and technology's role in the media mix were the themes at the fourth annual Digital Drive confabulation last week. Last year, individual technologies like wireless communications were all the rage, but mimicking the conversations dominating advertising circles these days, most attendees and speakers at the automotive conference focused on integration and nontraditional marketing. Rich Stoddart, marketing communications manager at Ford, said TV was the smallest part of the media but for its integrated effort to promote the Ford Thunderbird in the movie "Die Another Day."

Reports on the partnership formed between media company Interpublic Group's Universal McCann and McCann-Erickson Worldgroup sister MRM Partners initiated by relationship marketing. Shared clients of the companies; Other media agencies that have taken similar initiatives to provide relationship marketing; Comments of Universal McCann's Marl Stewart on relationship between client and customers.

Reports on the moves of Gillette Co. to review its relationships with outside vendors in Boston, Massachusetts. Reason for the review; Proposal on increasing global advertisements spending; Efforts of chief executive officer James Kilts for a marketing moves in the company.

Evaluates electronic mail marketing and its promises of mass personalized attention. Intimacy in relationship marketing; Assessment of personalized attention in the Internet; Irrelevant promotional material accompanying online queries.

The article discusses the Chicago, Illinois-based experiential marketing agency All Terrain, with details on the company's work with the Cosmopolitan Hotel and casino in Las Vegas, Nevada and local clients such as the professional hockey team the Chicago Blackhawks and the media agency Starcom MediaVest Group.

Presents the history of the agency-client relationship between the United States-based companies McCann-Erickson Worldwide and Buick. Founding of the companies; Business development of the companies; Personnel development of the companies.

The article focuses on the emphasis of U.S. department-store company Macy's on local marketing to combat the recession. In the middle of 2009, Macy's launched My Macy's in 20 markets to provide its customers with personalized products. The move came after its chief marketing officer (CMO) Peter Sachse returned to the company in 2007 and implemented the directive of chief executive officer (CEO) Terry Lundgren to get to know its customers. Executive vice president (EVP) for marketing Martine Reardon has five regional offices for the purpose. INSETS: ADDING 'EXPERIENCE';Taking Americans' Health to the Max.

The author reflects on the lack of companies that dedicate their time and resources to building strong relationships with customers. He reveals the principal reason behind this oversight. He proposes the creation of a new position, the vice president of High-Touch Marketing (HTM). He explains the job responsibilities of the VP of HTM. He describes the relationship marketing strategy adopted by Safeway.

Focuses on the loyalty club program TripRewards launched by Cendant in October 2004. Details of the development of TripRewards; Background on the obstacles faced by the program; Retailers which are partners in TripRewards' network.

The article features Team Epiphany, a brand solution agency that provides mixed experiential, social, influencer and public relations services for clients including Heineken, Cadillac and Incase and whose managing partners include Sky Gellatly, Lisa Chu, and Coltrane Curtis.

The author offers opinions on the use of customer loyalty reward programs in marketing. It is argued that such programs are an inefficient means of marketing, as they do not offer sufficient reward to create loyalty in the vast majority of consumers who are only occasional users of a product or service. The use of Internet marketing and marketing research to improve means of communication with occasional customers is urged.

In this article the author presents his views on advertising effectiveness. He questions why advertisers ask consumers about the effect that advertising has on them. He also criticizes questions asked by marketing researchers and states that there is a disparity in how consumers view themselves. Suggestions on how to ask consumers questions is also provided.

In this article the author discusses the mass customization of marketing, in which marketing firms attempted to offer consumers products that met their needs exactly and attempted to allow consumers to become involved in developing products. She is critical of the idea of mass customization and suggests that it confuses consumers by giving them too many choices to consider at one time.

The article presents a discussion of custom content as a means of supporting corporate branding efforts. Eric Schneider, head of the content firm Totem, is quoted discussing the concept of a content agency of record, which would function in a manner similar to a media agency of record. The topic of integrating customer-oriented marketing content across platforms is emphasized.

The article, part of a special advertising section, focuses on marketing aimed at college students. Relationship marketing is seen as the most effective means of reaching college students as consumers. Marketing executives from companies which specializing in marketing to college students discuss techniques they feel were especially successful.

The article, part of a special advertising section, discusses marketing aimed at college students. Relationship marketing is evaluated as the most effective means of marketing to college students. The marketing agency AllDorm is discussed as an example of successful marketing practices related to college students.

The author offers opinions on branding in marketing. A corporation or product's brand image is seen as its most valuable intangible property, in part due to what is said to be the elastic nature of a brand name. This allows a brand to create relationship marketing with consumers based on a wide variety of possible attributes.

The article focuses on Twitter Inc., the Internet industry firm which operates the microblog and online social network of the same name. Corporate marketers are increasingly using Twitter as a means of Internet marketing, particularly in customer relations. However, the company itself has yet to find a means of translating that activity into revenue.

The article, part of a special advertising section, focuses on the direct marketing services company Valassis Communications Inc. The company's RedPlum brand of integrated marketing services is examined. RedPlum offers clients a mix of direct marketing services including direct mail, newspaper circulars, and Internet marketing.

The author offers opinions on marketing management. The use of so-called "crowdsourcing," using communication with a corporation's employees and consumers to create marketing and advertising, is seen as a valuable tool for marketers. Examples are presented of crowdsourcing which the author considers successful, including the contest run by the snack food Doritos in which consumers create Super Bowl television advertisements.

The author offers opinions on marketing management. The recession is seen as requiring marketing executives to more fully understand the nature of brand choice by consumers and the entire shopping experience. The importance of in-store advertising and product positioning by enhancing the retail shopping experience is stressed.

In this article the author discusses problems which many companies and industries have when attempting to form and maintain relationships with consumers. He is critical of a lack of respect and a failure to listen to consumers which is seen in many companies and industries. Also discussed are changes that the companies and industries could make to achieve better relationships with consumers.

The author offers opinions on branding in marketing. The recession is said to have convinced many marketers that appeals to consumers' practical concerns, stressing value and utility, are the only means of building brand loyalty. The author disagrees, saying that the disruption of the recession is a profoundly emotional experience for most consumers. Marketing which strikes an emotional chord with those consumers will be most effective.

The author offers opinions on relationship marketing. Online social networks and smartphone software applications created by corporations to provide services to Internet users are seen as examples of successful relationship marketing. The author believes that the changes in communication created by the Internet make relationship marketing the best form of branding.

The author offers opinions on the advertising and advertising agency awards to be presented at the international advertising exhibition to be held in Cannes, France in 2008. He will serve as one of the members of the jury for a new award to be presented, one for product design. That award and one for integrated marketing are cited as examples of how the advertising industry adapts to changing economic and social conditions.

The authors compare the methods that advertising agencies use to attract clients to the Hippocratic oath. They suggest agencies should focus on how to help a client succeed in their marketing goals rather than how to achieve industry success. They note how partnership and interest from advertising agencies are key factors in winning accounts and discuss the rarity of long relationships between agencies and clients in the advertising industry.

The article presents the author's thoughts on the concept of customer engagement in marketing. He discusses the importance of engagement and the difficulty of defining what it is. It has to do with keeping customers involved with a brand, which requires appealing to the customer's interests and attachments that go beyond the brand itself.