The celebrity CMO

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Celebrities are being given in-house branding roles but can they add more than just drawing a business into the spotlight and could they ever replace skilled marketers?

Viewpoint: ‘Celebrities are not marketers’

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Also in this story Can celebrities take on the brand marketer’s role? (cover story) Q&A: AB InBev’s vice-president of US Marketing on Justin Timberlake tie-up Case study: Diet Coke and its creative designers Q&A: BlackBerry’s CMO Frank Boulben on Alicia Keys’ role as the brand’s global creative director Liz MillerVice-presidentCMO Council Do I think celebrities […]

Case study: Diet Coke and its creative designers

The soft drink brand, which is sold in 127 markets and is globally worth $11bn, has a long-standing relationship with fashion. Designers such as Matthew Williamson, Gianfranco Ferre, Marni and Roberto Cavalli have all used their skills to design bottles and cans, targeting women who are into fashion.

Behind an A-list ‘creative’ is a really smart marketer

Branwell Johnson

What makes a successful marketer? Some would point to a finely balanced individual equally happy with both the art and the science involved in marketing. Others would suggest someone with a keen sense of the customer experience, and then there are those with superb networking skills, who can liaise across all departments of a company to make sure their goals are realised.

Shoppers of quality need better targeting

I couldn’t agree more with Lucy Handley (‘Every little bit of quality helps’). Following the horsemeat scandal it’s unlikely the cost of food at supermarkets will be coming down any time soon and shoppers may well feel the need to trade up in quality. That would be an extra cost for households already buying 4 […]

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