The trick is to build a whole marketing strategy around the sponsorship - and that can become an expensive business as Greg Daniel, chief executive of Marketing Strategists "Issues and Images" explains.
With all the clutter out there, a winning marketing message today requires taking risks, according to Renegade Marketing Group Chief Executive Drew Neisser.
With this announcement, both Pfizer and longtime rival Merck, which just named its former chief counsel and then marketing head Kenneth Frazier to the chief executive job, are under new leadership.
"There are about 150 carriers in the US, " says Jonathan Linner, chief executive of wireless marketing firm Enpocket.
The campaign did nothing for sales and, in fact, was blamed when Miller's chief executive and its marketing chief were canned earlier this year.
"Just because the social Web is personal doesn't mean we have to take it personally, " says Lorrie Thomas, chief executive of Web Marketing Therapy, which helps professionals harness social media.
The other is its newfound marketing hustle: Its chief executive since 1999 is Crispin Davis , formerly a soap salesman.
"The public guys are giving better terms, " said Brian Halligan, chief executive of Silicon Valley marketing software startup HubSpot Inc.
Its hierarchy is surprisingly shallow: there are only one or two managers between the chief executive and his regional marketing officers.
Such a plan would have curtailed lobbyists for the insurance industry, huge compensation packages for health-care chief executive, advertising, marketing and administrative costs.
Penney has seen sales declines in four of the last five quarters as it tries to institute new marketing and pricing under chief executive Ron Johnson.
FORBES: The Fast Disappearing 'Santa Rally' And The 'Ghost Town' Which Is JC Penney
Natalie Gross, chief executive officer at global marketing and technology company, Amaze, points out that anyone in business today needs to have a deep-rooted understanding of technology "both in terms of the impact technology has had and will continue to have on society, and how it can be used in a specific business context".
One other issue that has been resolved is the search for a new Chief Marketing Officer resulting in the hiring of Kelly Bennett, formerly a marketing executive with Warner Bros.
ENGADGET: Netflix Q2 2012 earnings: 530,000 more US subscribers and a return to profitability
This became readily apparent during a keynote presentation by Raj Nathan, Executive Vice President and Chief Marketing Officer at Sybase.
FORBES: Connecting marketers to the Forbes audience. What is this?
Brandon Steiner, founder and Chief Executive Officer of Steiner Sports Marketing, has been on the forefront of the sports memorabilia industry for the past quarter century.
FORBES: Financing College Educations through Memorabilia and Mementos from the Past
"Our customers want fast devices and we are thrilled to exclusively offer them the new Motorola RAZR HD LTE, " says John Boynton, executive vice president and chief marketing officer, Rogers Communications.
ENGADGET: Motorola's RAZR HD LTE coming 'exclusively' to Rogers in Canada later this fall
"We're proud to have been the first to offer the fastest wireless network technology in the world to our customers, " says John Boynton, Rogers Executive Vice President and Chief Marketing Officer.
ENGADGET: Rogers details 28-city LTE upgrade for rest of 2012, RIM's hometown included
"Our traditional free-food model has served us well for many years, but we need to change to reflect today's market and customer preferences, " Jim Compton, executive vice president and chief marketing officer, said in a statement.
"Rogers is proud to bring the new Nokia Lumia 920 to our customers looking for the best unified experience and to further extend our leadership as the carrier with the largest LTE superphone selection in Canada, " said John Boynton, Executive Vice President and Chief Marketing Officer, Rogers Communications.
ENGADGET: Nokia Lumia 920 to be a Rogers exclusive in Canada, we wonder if red is an option
New FAW chief executive Jonathan Ford boasts a distinguished marketing background working with some of the most famous blue-chip companies and fully appreciates the universal appeal of appointing someone of Giggs' stature as a figurehead.
Akorn Chief Executive Arthur Pryzbyl calls the newly inked marketing agreement significant.
"It is a good sign that companies of that size are making substantial investments, " says Zak Brown, chief executive of leading motorsport sponsorship agency Just Marketing.
Former Fruit of the Loom chief executive William Farley is backing a multilevel marketing company that sells a juice concoction called Zrii, made from the amalaki fruit.
The chief privacy counsel, chief legal officer, former CFO, and a marketing executive are being tried in Milan for defamation and privacy violations, reports the New York Times.
FORBES: Forget Amanda Knox. The future of the Web is on trial in Italy.
One customer, Kerstin Schilling, chief executive of Bestsidestory GmbH, an online marketing provider based in Leipzig, Germany, hesitated a year before committing to Web-based software from SAP, in part because the firm evoked fears of long project installations and high costs.
It is looking for a dynamic new chief executive to allow its old boss to focus on marketing.
This article is by Kevin Meany, the president, chief executive, and founder of BFG Communications, a marketing services firm.
He needed a "chief marketing officer, " says Terry McCarthy, managing partner at the executive search firm Horton International.
Acorn Chief Executive Richard Lunsford says the company might eventually need a marketing partner, and the giants in the device field will be watching closely.
Finbarr O'Neill, the Fountain Valley, California-based chief executive of Hyundai Motor's U.S. marketing operation, has the kind of pragmatism one might expect from a first-generation immigrant.
应用推荐