Chief Marketer Staff

• Agencies

  All for One

  A business-to-business client recently wanted to run an integrated campaign with one clear goal: Get 500 qualified leads. Not 500 responses, mind you,

• Agencies

  Inside Information

  Boardroom Inc. has based entire marketing campaigns on asking questions like,

• The Comeback Kids

  TOP EXECUTIVES: Michael Carey, senior vice president, director of brand promotions; Mary McLaughlin, vice president, director of brand promotions; Pam

• Agencies

  Message From Jupiter

  It’ll happen any minute that big surge of online shoppers we’ve all been waiting for. Right? Not so fast. Growth has flattened out, and there simply won’t

• Agencies

  Tooth Serum

  Even though the camera wasn’t so candid, television still gave GoSmile a reason to grin.

  The launch of a successful long-form DRTV campaign 12 months ago helped the tooth-whitening company start a growing continuity program, says Chris Valletta, senior director for business development at New York-based GoSmile Inc.

• Agencies

  Join? Yes. Stick? Well

  Is your wallet stuffed with loyalty cards? If so, you’re not alone. Americans now hold 1.3 billion loyalty program memberships, up from 973 million in

• Agencies

  Feed Me, Supervalu

  Grocery Giant Supervalu is firing up the summer grilling season with an online sweepstakes and advergame for its four regional supermarket chains: Albertsons,

• CAN DO

  TOP EXECUTIVES: David Ryan, chairman; Tom Libonate, vice chairman; Bill Sinnott, president of the executive committee 2006 U.S. NET REVENUE: $58.5 million

• 100 Promo

  1/ARNOLD BRAND PROMOTIONS 101 Huntington Ave., Boston, MA, 02199PHONE: (617) 587-8000 URL: www.arnoldworldwide.comOWNERSHIP: Havas CEO: Ed EskandarianAT

• Making the Connection

  Promotion marketers often rely on call center reps to get samples or product information into consumers’ hands. And loyalty and incentive programs are