Chief Marketer Staff

• Agencies

  Gee, Dad, where did that come from?

  It was one of those desperate client missions that many of us face: ad budget is near zero, but still needs to reach impossible sales targets. Care to

• Japan, land of the happy clippers

  Although Japanese culture embraces premium brands and high tech, Japanese consumers gladly redeem mass-distributed coupons in restaurants, convenience

• Acquisitions

  MERGERS AND ACQUISITIONS PLUMMETED IN 2002 After the tremendous buying binge of the 1990s, companies around the world pulled their purse strings tight

• New Home of the Whopper

  Burger King may not have it its way, but the QSR finally has new owners. More than two years after London-based Diageo first put the fast food chain on

• Agencies

  Habitat for Humanity’s Ad Doesn’t Build Response

  OK, everybody, get out your magnifying glasses. This issue’s makeover redoes a full-page newspaper ad, offering room for a lot of telling and selling.

• Agencies

  Popular Tastes

  The two initial incarnations of Banco Popular de Puerto Rico’s loyalty program might be characterized as a couple of successful shambles. Both Premia

• Agencies

  Software Firm Tightens Up E-mail Efforts

  A developer of a service to protect intellectual property has pulled a 6% response rate with a small e-mail campaign to generate leads. Brand Defense

• Agencies

  One-String Fiddle

  Two offers for The Orchestra Platinum Visa Card came in the same day’s mail. They were identical except for the percentage hawked on the envelope. One

• Cause & Effect

  THEY DID MORE THAN RUIN their own names in the past two years. As greed and mismanagement sent the likes of Enron, Adelphia and other giants plummeting

• Theory of evolution

  It’s been six weeks since I arrived at PROMO. The first week, the January issue was in the final stages of editing. While I scrambled to figure out the