How does an iconic brand like Gatorade celebrate 50 years of being jubilantly poured on sports coaches? You start by cramming 50 events into a 60-second TV spot on Christmas Day and follow it with a year’s worth of marketing messages tied to high-profile sporting events, according to CMO Morgan Flatley.
Still Lovin’ it at McDonald’s
Fast feeder CMO Deborah Wahl laid out the challenged company’s strategy of listening to what its customers want via social media channels in 2015. “Billions served” to be replaced by “Billions heard.” Left firmly in place is the longtime motto “I’m Lovin’ it.”
Airbnb: No Stranger Left Behind
Seeking to avoid regulatory controversy and spread goodwill, Airbnb says it will give the equivalent of $10 to up to 100,000 of its members around the world as part of a new campaign to “help rid the world of strangers.” According to CMO Jonathan Mildenhall, the campaign seeks to spread a “sense of belonging far and wide.”
CIO/CMO On The Go
Hertz Global Holdings has placed Yellow Pages CIO Tyler Best in the driver’s seat as the rental giant’s new CIO.
Georgette Kiser has been named partner, managing director and CIO, a new position at The Carlyle Group LP.
Things go better with…Hillary Clinton? Coca-Cola confirmed to The Wall Street Journal that North American CMO Wendy Clark is taking an unpaid leave of absence until March 31 for what the Journal reports will be a position with the Clinton campaign, a story first reported by Advertising Age.
Home décor superstore At Home appointed Jennifer Warren as the brand’s new CMO. Warren hails from Radio Shack where she had been CMO.
Fred Studer joined cloud-based business management software provider NetSuite as CMO. Studler hails from Microsoft where he led product marketing, go-to-market strategy and execution for Microsoft Dynamics CRM.
Paul Argay, late of healthcare IT startup Resolution Health, joined AMC Health as CMO.
Resources You Might Have Missed…
The Association of National Advertisers has posted a Brand Marketer’s Guide to programmatic advertising from Google’s DoubleClick.
CMO.com posted Social Media Guide.