B2B-MARKETING | RETENTION

2012 PRO Award Finalist: MSL New York for Procter & Gamble

|  by Brian Quinton

P&G brand Prilosec OTC and MSL New York tied heartburn prevention to football with an integrated campaign that asked fans to send in recipes and photos showng why they are "parking lot pros" at tailgate parties, supporting the effort with customized local NFL events and a contest judged by comedian Larry the Cable Guy.

Detailed Matchbacks Offer Stronger B-to-B Purchase Data

|  by Beth Negus Viveiros

For marketers, using data to determine which marketing communications contributed to generating a purchase helps guide media decisions. But capturing and incorporating these influences is difficult for marketers of all stripes—those focusing on consumers as well as industrial targets. And within the business-to-business arena, there are additional complexities. It is easy—and therefore tempting—to attribute a…

Chief Marketer Videos

by Patty Odell

Ashley Schacher, Director, Events & Sponsorships, Pernod Ricard, on why it makes sense for big brands like MasterCard to stick with campaigns that work. #PROMONext

	
        

PRO Awards

	
        

CHIEF MARKETER 200