Chief Marketer Staff

• Agencies

  WATCH YOUR BACK-END AND QUALIFY LEADS

  IGNITING SALES WITH DIRECT marketing strategies is more challenging than ever before. Survival means not just generating response, but building confidence

• International

  Beta Brands Gets ‘N Sync TORONTO – Beta Brands Limited is sweetening its candy sales with a multi-layered promotion that uses music to reinforce the company’s

• The Premium as Brand-Builder

  When Perugina wanted an incentive to capture Mother’s Day gift buyers last year, an off-the-shelf premium was not in the cards. The chocolatier packed

• Agencies

  Wall Street Weak

  IN JULY, THOUGH I hardly belonged in their company, I found myself at a dinner with several investment analysts. All exuded what Mark Twain called “the

• Agencies

  Hands Off

  WATCH OUT, SPAMMERS. E-mail list security is under the magnifying glass. An effort is under way within the list community to protect e-mail lists from

• People: Marketing Services

  Julie Webb named account manager at Madison International Sales, Stamford, CT.Christopher Donnelly named president and partner at Mill House McCabe, Salem,

• Looking for Loyalty in All the Right Places

  Loyalty has long been a sought-after attribute. Think of Ronald Reagan’s Oliver North, Johnny Carson’s Ed McMahon, and the Cleveland Browns fans patiently

• People: Agency Moves

  Stephen O’Shea named executive vp, group account director, to head a new sales promotion marketing division created in a reorganization at Marketing Corporation

• The Long, Hot Summer

  Far from being sleepy dog days, the summer of 1998 featured several pivotal legal developments, and also negative publicity from the media. As discussed

• What’s Hot and What’s Not

  The great majority of consumers continued to cling to coupons, advertising rebounded as a percentage of promotional activity, and account-specific programs