Chief Marketer Staff

• HP Fires Up Dragon

  Earlier this year HP’s high-powered, relatively high-priced HDX Dragon notebook computer was making little headway against the competition. So the company

• Agencies

  A&E Samples Entertainment on Southwest

  #11 Best Interactive Promotion TAKE OFF & TUNE IN AGENCY: Civic Entertainment Group CLIENT: A&E Television, Southwest Airlines A&E had seen its ratings

• Clever, But Not Urgent Enough

  My readers might be puzzled that I’ve chosen an ad I deem for this issue’s makeover. But I think of this column space as a workshop where we look at selected

• The Case Against A/B Splits

  As multivariate testing takes off, the dear old A/B split is losing favor with statisticians.

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  Meow Mix Teaches People to be Cats

  A Winner in Three Categories: #2 Best Use of Event Marketing (Five or Less Venues) #13 Best Campaign Targeting a Micro Audience #22 Best Idea or Concept

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  McDonald’s Monopoly Gets a New Look

  #15 Best Campaign Generating Brand Volume 2007 MONOPOLY AT MCDONALD’S AGENCY: The Marketing Store CLIENT: McDonald’s Success has its price. When you hit

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  USPS: Energy Saver

  Last month the U.S. Postal Service began an ambitious campaign to save energy. Postmaster General Jack Potter encouraged postal workers to do simple things

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  Seeds of Change Samples its Organic Products

  #21 Best Campaign on a Budget (under $250,000) INSPIRE CHANGE AGENCY: Alcone Marketing CLIENT: Seeds of Change To understand why this promotion worked,

• Pssst…Wanna Buy a List?

  The following e-mail arrived in a Direct staffer’s inbox recently: Hi, EmailAppenders are currently running a special offer on purchasing our entire database.

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  How Louche of You: DM Copywriters Should Choose their Words Carefully

  Until this year’s political campaigns, who ever heard or read the word or referring to public reaction to a campaign promise by just about anyone running