Chief Marketer Staff

• Agencies

  Back to the Start

  LEAD GENERATION HAS LONG BEEN THE NAME OF THE GAME IN BUSINESS-TO-business. The complex decision cycles that precede most purchases and the high cost

• Jim Dudukovich

  When Coca-Cola struck up its sponsorship deal in 2002 with a new show, American Idol, the terms were complex. Add ons to the media buy included product

• Agencies

  We Are the World

  Never mind love: If the Direct Marketing Association has its way, direct response will be the international language. The DMA took two steps in this direction

• Agencies

  LETTERS TO THE EDITOR

  THE MCMURRY MATTER Isn’t there a saying in the publicity industry, It doesn’t matter what you write, just make sure you spell my name right? Well, if

• By the Book or Book Em

  Ocean Spray was told, no sampling allowed at 30 Rockefeller Plaza. That put a major crimp in its plan to bring a 20-by-80 foot replica of a natural cranberry

• Santa’s Season Opener

  Every Thanksgiving morning, my family cooks a huge breakfast, I light the fireplace and we sit down in our pajamas, part of an intimate group of 60 million

• Agencies

  Brand Makeovers

  DID YOU EVER GET THE FEELING that something about your brand wasn’t quite right? It may be time to align your channels or tweak your creative. Case in

• Agencies

  Before I Forget

  An upsetting self-revelation: I’ve outlived a surprising number of direct marketers who have been my contemporaries. I shouldn’t have been surprised,

• Deep end of the talent pool

  Much has been made in the business press in recent weeks about the paucity of good candidates to answer the boom in jobs tied to online marketing. The

• Agencies

  FTC Tightens ID Theft Regs

  Identity theft? Ho-hum. Woe to you, friend, if that’s your attitude. Data security may be dead in Congress this year, but the Federal Trade Commission