Chief Marketer Staff

• Agencies

  Lengthy Research Leads Disney to Global ‘Dreams’ Theme

  Disney Parks, which last week said that it was integrating the marketing of its entire portfolio of parks and resorts worldwide under one theme, spent many months conducting the consumer research that lead to the change, one of its largest undertakings ever.

• Agencies

  PowerBar Launches Sweeps with Lance Armstrong

  As part of a longstanding partnership, PowerBar is collaborating with championship cyclist Lance Armstrong to launch a sweepstakes and mobile tour to motivate consumers to live healthily while promoting its nutrition bars.

• Agencies

  Consumers Vote for Oreo Idol

  Kraft Foods is reprising its Oreo & Milk Jingle Contest for a second year, but this time, consumers pick the winner.

• NYC Forms Unified Marketing, Tourism Organization

  New York City is making a major move to ramp up its marketing, tourism and event efforts under a new plan to integrate three agencies into a unified organization.

• Search Engine Marketing Continues Speedy Growth, Study

  The Search Engine Marketing (SEM) industry continues rapid growth as marketers adopt tools to increase the presence and visibility of Web sites online.

• News Brief

  THE ASSOCIATION OF VOLLEYBALL PLAYERS: said that Southern California Toyota Dealers will

• Digital

  Mobile Messaging: Applications and Implications

  Today’s mobile technologies offer more communication options and more consumer control–and more confusion.

• Agencies

  Placing Sure Bets on Customer Knowledge

  Yes, traditional mass-marketing tactics are alive and well. At the same time, to help compensate for audience fragmentation and boost their house advantage, smart companies are infusing more customer knowledge into their marketing decisions.

• Agencies

  Marketing Performance Management: The Case for Customer Experience Management

  Customer relationship management (CRM) attempts to pull together a sense of reality in brand, relationships, and loyalty. But CRM requires a massive investment and organizational change to adopt more and more robust technology and processes.

• Myths of Magazine Engagement

  An article in a recent “Ad Age” noted that “engagement” has begun to resemble a Holy Grail of magazine metrics, and we agree. But only if you define it properly.