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CMO Award Winners Name the Top Challenges Coming in 2017

November 1, 2016
Drew Neisser
for Advertising Age

Last night The CMO Club honored 40 CMOs in 10 award categories, ranging from Marketing Innovation to Social Responsibility, from Customer Experience to Creativity and Storytelling.

Need to Rebrand? 3 Must-Know Insights for Today’s CMO

November 30, 2016
Drew Neisser
for Advertising Age

Gina McDuffie is what we call a builder. She always has been. On the eve of law school, she was challenged by her father to give three good reasons she should attend -- and she couldn't name one. So she packed her bags and $500 life savings for Paris, where for a year she worked her way up from wait staff to journalist. "It was the School of Hard Knocks," she says, "but it's the most amazing school I could go to. I learned how to be resourceful and build myself, and it really established the builder in me."

5 Ways to Become a Change Agent in 2017

December 7, 2016
Drew Neisser
for Advertising Age

CMO Spotlight: Melinda Welsh, Chase Auto Finance

Have you ever worked with an agent of change? She's that new hire who swoops into the marketing department, ready with a briefcase full of innovative ideas -- or at least the determination to discover and implement some. She changes her industry from the inside out, winning awards for her forward thinking, and causing her peers to reconsider their own marketing modus operandi.

How Cirque Du Soleil Contorts to Create Change

December 16, 2016
Drew Neisser
for Advertising Age

CMO Spotlight: Alma Derricks, Cirque du Soleil

Something on everyone's mind these days: what's next? The end of a year heralds a period of reflection and anticipation, and this year is no different. For marketers, it's an opportunity to ruminate on what could be the "next big thing" in content or strategy.

CMOs Look Inward for Success in 2017

December 21, 2016
Drew Neisser
for Advertising Age

About the only thing we know for certain is that 2017 will be a new year (thanks, Captain Obvious!), and that change will abound -- much of which will be beyond the control of the marketing department. So what is a renegade thinker to do in the face of this uncertainty? One trend I've observed among successful companies is a renewed focus on the internal audience -- i.e., employees -- to ensure that these folks are hired, inspired, aligned, measured and deployed for maximum impact.

Four Tips for Building Sustainable CSR

January 4, 2017
Drew Neisser
for Advertising Age

CMO Spotlight: Claudia Schiepers, Greystone

Real estate has played a tangential role in defining 2016, given that America's incoming leader forged his reputation in that industry. There is a less trumpeted side of real estate, of course -- one that Claudia Schiepers, chief marketing Officer of investment and advisory firm Greystone, knows well. Coincidentally, Schiepers won the Belgian version of "The Apprentice" some years ago, but it's no coincidence that she also received The CMO Club's Corporate Social Responsibility Award in 2016.

5 Ways to Make Your Marketing Grow This Year

January 11, 2017
Drew Neisser
for Advertising Age

CMO Spotlight: Elissa Fink,Tableau Software

Here's the trouble with New Year's resolutions: we treat them as all-or-nothing challenges. Work out every day, or fail. Listen to an informative podcast every day, or fail. With such a steep path to success, it's no wonder so many of us tire of our resolutions by mid-January!

Building Community via Influencer Marketing

September 20, 2016
Drew Neisser
for Advertising Age

Taking a messaging app like WhatsApp or Snapchat to a global audience requires more than one-by-one customer acquisition. When it comes to adopting a new form of communication, not only do consumers have to buy in, but so do their personal networks, otherwise users -- and the app builders -- will only find silence on the other end of the line. In other words, growing a messaging app requires word-of-mouth to spread, but exponentially, and on steroids.

Four Watertight Insights for Modern Marketers

October 6, 2016
Drew Neisser
for Advertising Age

Maslow's hierarchy of human needs is much like the USDA's food pyramid. At the very top is the peak of self-fulfillment, which we might consider to be a taste of our life's calling. At the base are the physiological elements that keep us alive, like air, shelter and food, which many of us are fortunate to take for granted daily. However, one of the most important -- clean water -- is becoming scarce in many parts of the world, and this is where our CMO Spotlight flows today.

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