Chief Marketer Staff

• Drink Up

  Glacau’s smartwater brand is getting a starring role on America’s Next Top Model and is extending its reach beyond the TV screen with a retail promotion.

• Agencies

  Cleanup Time

  Mailers are about to get socked with another postal increase. But this time the hit will depend on how accurate their lists are and how much they’re willing to pay to get them that way.

• Agencies

  Of Questionable Use

  Last month, The New York Times ran an article on questions posed to business school graduates by investment banking firm recruiters. The questions were

• Follow the Money

  Whether it’s pushing an e-mail to a targeted list or luring people to a special-interest Web site, online tactics have never been put to greater use by

• Agencies

  Dead Letters

  There are lots of ways for communications to go astray. On the digital side these often involve drop-offs and gopher holes in the network supporting the

• Agencies

  Working Out

  The Disney Channel has partnered with My Gym Children’s Fitness Centers to promote the launch of its new show, My Friends Tigger and Pooh. The kids-only

• Agencies

  World Class

  It’s not easy being a The very term implies someone who’s marginalized in a business. Author Peter Mayle wrote that an ad agency’s creative director must

• Agencies

  KEEP ‘EM COMING

  For some consumer marketers, the customer well might seem bottomless. But for their B-to-B brethren

• Agencies

  Big Brother in the Aisles

  Marketers are working to get the most out of the $17.4 billion they spend each year on P-O-P displays. And Kimberly-Clark is among the first manufacturers

• Agencies

  Price Check on Aisle 12

  Say you want to buy a new blender. You go out to your local big-box retailer and spot something you like, at a reasonable price. But you wonder: Could