Chief Marketer Staff

• Agencies

  The Sher Solution

  Database marketers have a new resource available. It’s R. K. Sher & Associates, Highland Park, IL, founded by longtime industry leader Bob Sher. Sher

• Agencies

  The Mark(eting) of Zorro

  We must confess that Zorro was our first career choice. We could never understand why our parents were upset when we ran down the corridor to carve Zs

• Agencies

  Translation Errors

  TACTICS THAT WORK for consumer catalogs won’t necessarily translate successfully to their business-to-business brethren, according to Pamela J. Hutchins,

• What’s Wrong Turns Out Right

  ABC execs thought they had a winner when they dreamed up a contest to have fans pick out the mistakes in one episode of The Drew Carey Show. But they

• When the Smoke Clears

  Brad Burmaster recalls the day two RJ Reynolds sales reps visited the construction site of his new store, Light House, in suburban Chicago. The hardwood

• Agencies

  DEMOGRAPHICS

  Dustin Hoffman gave us our first image of a man raising a child in “Kramer vs. Kramer.” But it was the image of Michael Keaton at home that gave the concept

• Agencies

  It’s a Wrap

  The annual PMA Star Power conference lived up to its title last month when both Ron Howard and Will Smith spoke to about 500 marketing executives on Warner

• Agencies

  Pilot Light

  For many utilities, it doesn’t matter whether they consider themselves the dog, the hat or the race car: The monopoly game will soon be over.As they accept

• Agencies Who’s News

  Catering to Kids A team of seasoned pros in premium-based promotions have opened the doors of a new Dallas agency that will go after the fast-growing

• Agencies

  P-O-P Gains, But Girds for Tobacco Withdrawal

  Marketers last year spent $13.1 billion on point-of-purchase displays, an increase of 5 percent above 1996.Some segments had growth rates that exceeded