BtoB articles from December 2003

BtoB archives from December 2003

Quote Unquote.(Opinion)(Brief Article)
December 8, 2003... "As we face continued government meddling in advertising . . . we need to find self-regulatory structures that keep government agencies at bay.'' Robert Liodice, president-CEO, Association of National Advertisers, in his luncheon keynote...

Television Honorable Mention: IBM Corp.(2003 BtoB Best Awards)(Brief Article)
December 8, 2003... Campaign: "Genie' Agency: Ogilvy & Mather, New York Just as there are no easy answers in business, there are no magic lamps that can conjure up wish-granting genies. Or are there? In a wry spot for IBM Corp.'s E-Business on Demand by...

Getting visitor feedback; Open-ended, easy-to-use tools allow Web users to voice opinions, improve experience.(NetMarketing)
December 8, 2003... Byline: ROGER SLAVENS As head of Web content management and operations for Lexington, Ky.-based Lexmark International, a computer printing solutions company, Susan Fey strives to make every visitor's experience at Lexmark.com useful,...

Boeing, others crank up crisis communications.(News)
December 8, 2003... Byline: SEAN CALLAHAN Companies beset by ethics flaps and hounded by the media are using an increasingly necessary marketing discipline: crisis communications. Boeing Co. is among the many companies that have needed large doses of...

Online ad revenue increases in first half; Led by keyword search, Net advertising shows stronger recovery than overall advertising.(Advertising)
December 8, 2003... Byline: KATE MADDOX Signifying a recovery in online ad spending, Internet advertising revenue reached $3.3 billion for the first half of 2003-a 10.5% increase over the first half of 2002-according to a report released last month by the...

By Design: Site relaunch helps brand effort.(NetMarketing)(Brief Article)
December 8, 2003... Company: Universal Metal Products, Cleveland Web site: www.universalmetalproducts.com Agency: Communications Factory, Mantua, Ohio Launch date: Nov. 3, 2003 Design: Universal Metal Products, a Cleveland-based metal-stamping...

When to use a page-rating tool to solicit visitor opinions.(NetMarketing)
December 8, 2003... Byline: Roger Slavens Some of the best b-to-b Web sites use quantitative page-rating tools to get immediate feedback from visitors. But Web content managers warn that while page rating can provide very valuable information, it shouldn't be...

How to get CEO support for CRM; Detailed cost-benefit analysis necessary to sell C-level executives on technology.(CRM Strategies)
December 8, 2003... Byline: KAREN J. BANNAN In fall 2001, networking component manufacturer Riverstone Networks polled its customers, asking what was on their customer service wish list. The response was overwhelming: Most said they wanted to be able to...

Exclusive survey: Digital marketing budgets to grow.(News)
December 8, 2003... A survey of marketing and advertising executives shows that the overwhelming majority (63%) of marketers now see digital marketing as having a high or very high level of strategic importance within the organization. Moreover, more than...

Do-not-call list leaves call centers struggling.(News)(Brief Article)
December 8, 2003... Byline: CAROL KROL More than 50 million Americans registered for the national do-not-call list, which went into effect Oct. 1, and early signs indicate the telemarketing industry is already suffering. "We're seeing a dramatic reduction...

Interactive Winner: Nextel Communications.(2003 BtoB Best Awards)
December 8, 2003... Ad: "Fetch" Agency: Euro RSCG Devon Direct, Berwyn, Pa. When in doubt, put a pet in the ad. Euro RSCG Devon Direct took that sage advice, giving the product advertised-in this case a i90c voice-activated phone from Nextel...

Print Winner: SurfControl.(2003 BtoB Best Awards)
December 8, 2003... Campaign: "Stop the Spam'' Agency: Bandujo Donkers & Brothers, Summit, N.J. Over the past two years, many marketers seem to have forgotten that persuasion-and hence advertising-is an art. In the focus on developing ads that sell hard,...

Print Runner-up: Heidelberg.(2003 BtoB Best Awards)(Brief Article)
December 8, 2003... Campaign: "Full-Court Press'' Agency: LB Works, Chicago The Chasers are partial to b-to-b ads with substantial copy. So how did Heidelberg's "Full-Court Press,'' an ad with a total of seven words in it, win the runner-up slot in the...

Profile: McGee stresses strategy.(Direct & Database)(Brief Article)
December 8, 2003... Byline: CAROL KROL Joseph McGee was recently named exec VP-general manager of MRM Partners Worldwide, New York, part of McCann WorldGroup's MRM Partners Worldwide. The move marked McGee's return to the direct agency realm after two years...

Profile: Primedia's French says product integration key.(Business Media)(Brief Article)
December 8, 2003... When John French was promoted to exec VP at Primedia Business Magazines & Media, his job didn't change much. Formerly VP-sales operations, French still had essentially the same responsibilities: "Revenue generation,'' he said. His experience...

2003 BtoB Best Awards.(advertising)(Brief Article)
December 8, 2003... Each year, BtoB magazine chooses the best b-to-b ads in four categories: integrated campaign, single TV spot, single print ad and single interactive ad. These awards, formerly known as the Sawyer Awards, recognize marketers' efforts based on...

Interactive Runner-up: General Electric Co.(2003 BtoB Best Awards)(Brief Article)
December 8, 2003... Ad: "Pen" Agency: atmosphereBBDO, New York In making a point, it's always better to show than tell. General Electric Co. took that advice to heart when it developed its "Pen'' interactive ad. The inventive ad, which was crafted by...

Marketer of the Year Special Report.(Special Report: Marketer of the Year)(Brief Article)
December 8, 2003... B-to-b marketers used innovation and determination to achieve corporate goals in 2003. While the economy started to bounce back this year, most marketers were working with smaller budgets and had to do more with less. For its third annual...

Cut to the Chase: Television.(Chasers)(Brief Article)
December 8, 2003... Company: Forsythe Solutions Group, Skokie, Ill. Agency: The Well, Chicago Market: IT professionals Quick chase: The driver of an SUV so grotesque it even has a dollar sign mounted on its grille squeals into a parking lot, only to realize he...

Cut to the Chase: Print.(Chasers)(Brief Article)
December 8, 2003... Company: Citrix Systems, Fort Lauderdale, Fla. Agency: J. Walter Thompson Co. Market: IT professionals Quick chase: There's a lot to like in this ad for Citrix Systems, a provider of infrastructure solutions software. First of all, there's an...

Goat or Gloat.(Chasers)(Brief Article)
December 8, 2003... Company: Resources Connection, Costa Mesa, Calif. Agency: Ground Zero, Los Angeles Market: IT, financial and HR professionals Quick chase: The main visual, an executive-style chair, is not an afterthought because Resources Connection emphasizes...

Integrated Campaign Winner: General Electric Co.(2003 BtoB Best Awards)
December 8, 2003... Campaign: "Imagination at work'' Agency: BBDO New York General Electric Co.'s branding makeover, which combined smartly produced TV spots, clean-looking print ads and an imaginative interactive promotion, has earned the 2003 BtoB Best...

Integrated Campaign Runner-up: Novell.(2003 BtoB Best Awards)(Brief Article)
December 8, 2003... Campaign: "We Speak Your Language'' Agency: J. Walter Thompson Co., New York Novell's "We Speak Your Language'' campaign was as inescapable as it was integrated. The campaign, which included digital, print, out-of-home, direct...

In Direct.(Direct & Database)(Brief Article)
December 8, 2003... American List Counsel debuts report portal American List Counsel has launched an online report portal for clients through its Web site, www.alc.com. The portal allows data owners and mailers to access more than 20 different kinds of...

A business database checklist.(Opinion)
December 8, 2003... Byline: Bob Soljacich CRM systems are strategic tools. They enable a marketer to manage campaigns at every customer touch point by integrating marketing records that can be monitored over time, noting response behaviors and purchase...

E-Mail Marketer Insight.(NetMarketing)
December 8, 2003... Question: What do I do if I'm accused of spamming? Answer: Well, are you spamming? We don't condone that sort of thing. For the sake of this column, we'll assume you are on the up-and-up. And the truth is everyone who sends e-mail gets...

Report predicts surge in WiFi use.(News)(Column)
December 8, 2003... Byline: KATE MADDOX Worldwide usage of wireless fidelity (WiFi) networks is expected to grow from 42 million users in 2003 to 609 million users by 2007, according to a new report by Radicati Group, a Palo Alto, Calif.-based research firm....

Quick Hits; Internet ad revenue up sharply in Q3.(Briefs)
December 8, 2003... A recent poll of 26 Online Publishers Association member companies showed that third-quarter Internet ad revenue among this group grew an average of 45.9% over the same quarter last year. In addition, year-to-date Internet ad revenues were up...

Laws to live by in pursuit of perfect ad.(Chasers)
December 8, 2003... Over the course of this column's 67-year history, the Chasers have seen some mighty good b-to-b ads. We have yet to see the perfect b-to-b ad. That's why we're coming back for another year. Observing each of the Chasers' 10 Criteria in a single...

Integrated Campaign Honorable Mention: American Angus Association.(2003 BtoB Best Awards)(Brief Article)
December 8, 2003... Campaign: "Black Hide Campaign" Agency: NKH&W, Kansas City, Mo. This campaign's "eureka moment'' occurred when NKH&W's Senior Art Director Jim Haynes appeared at the door of Creative Supervisor Carl Hertel with a single black page. It...

Television Winner: CDW Corp.(2003 BtoB Best Awards)
December 8, 2003... Campaign: "Manuals'' Agency: DWP/Bates Technology, Atlanta Reading a router configuration manual is about as exciting as watching paint dry-unless you're an account representative for CDW Corp. In a spot titled "Manuals,'' a...

Television Runner-up: Microsoft Corp.(2003 BtoB Best Awards)(Brief Article)
December 8, 2003... Campaign: "Party" Agency: McCann-Erickson, San Francisco Microsoft Corp. poignantly captures that rare moment when a company's IT guy actually connects with one its business decision-makers. In a spot titled "Party,'' a manager...

Quick Hits; Omnexus shuts down resin e-marketplace.(Briefs)
December 8, 2003... Omnexus shut down its resin e-marketplace on Nov. 28. The decision to close the site was made earlier in the month in a vote taken by members of Omnexus' 14 shareholding companies, representing leading resin suppliers, distributors, compounders...

Who's a 'Young Tech Elite' and who's a 'Wired GenerationXer'?(Opinion)
December 8, 2003... Byline: Ellis Booker Cell phone customers got an early gift for the holidays last month: the right to take their cell phone number with them if they switch carriers. By some predictions, tens of millions of consumers will switch companies....

Marketers see good things in new year.(News)
December 8, 2003... Byline: KATE MADDOX With an ad recovery finally under way, b-to-b marketers are welcoming 2004 as a year in which they can work with slightly larger marketing budgets and continue to build relationships with customers, investors and...

Nielsen launches WebIntercept.(News)(Brief Article)(Column)
December 8, 2003... Byline: KATE MADDOX Aiming to bolster its Web-tracking data with behavioral analysis, Internet research service Nielsen//NetRatings last month launched WebIntercept, an online surveying tool. The new service lets marketers intercept...

BtoB Q&A: Greenglass sees better times ahead for industry; New chair of DMA's B-to-B council says hiring on the rise.(Direct & Database)(Interview)
December 8, 2003... Byline: CAROL KROL Cyndi Greenglass, president of agency services at Diamond Marketing Solutions, a full-service direct marketing company based in Naperville, Ill., was named chairwoman of the Direct Marketing Association's B-to-B Council...

CEOs should recruit ad agency execs.(Opinion)
December 8, 2003... Byline: Ned Clausen One of the great advertising communicators of the 20th century, Clarence Eldridge, was VP-chairman of the plans board of Young & Rubicam when he left the agency to become VP of General Foods and later Campbell Soup Co....

December 1923: CRM before CRM; Hindsight A b-to-b time capsule.(Opinion)
December 8, 2003... Three quarters of a century before the term "customer relationship management'' came into vogue, R. Bigelow Lockwood stressed that marketers should focus on customers' needs and the ways the marketers' products can address those needs. ...

Print Honorable Mention: Hewlett-Packard Co.(2003 BtoB Best Awards)(Brief Article)
December 8, 2003... Ad: "Fasterbettercheaper" Agency: Goodby & Silverstein, San Francisco The Chasers love spreads and testimonials. This ad for Hewlett-Packard Co., which was designed by Goodby & Silverstein, is both. The headline reads, "In a word, I...

Agenda.(Calendar/Datebook)(Calendar)
December 8, 2003... Dec. 8-10 Voice of the Customer Institute for International Research Miami Coconut Grove Hotel (800) 345-8016, ext. 3702 www.iirusa.com Dec. 9-11 Search Engine Strategies Conference & Expo Jupitermedia...

Beyond the Biz; Firm draws trade show traffic with Lear promo.(Briefs)
December 8, 2003... The most high-flying promotion at the Comdex information technology trade show in Las Vegas last month was a "Lear for a Year'' offer by AuthentiDate, a data-authentication technology company that recently launched the USPS Electronic Postmark...

New Campaigns.(Advertising)(Brief Article)
December 8, 2003... IBM launches 'Middleware Is Everywhere' IBM Software Group last month rolled out its "Middleware Is Everywhere'' campaign in France, Germany and the U.K., following its U.S. launch in October. The campaign, developed by Ogilvy & Mather,...

Case Study: BMC turns to CRM to unify sales team.(CRM Strategies)
December 8, 2003... Byline: Karen J. Bannan Challenge: It's easier for salespeople to do their job if they're closer to the customer, but once they leave the main office, keeping in touch with colleagues and sharing leads become more difficult. This is...

Fewer b-to-b players going to Super Bowl.(News)(Column)
December 8, 2003... Byline: KATE MADDOX Reflecting the caution that marketers will exercise in spending their marketing dollars in 2004, only a few b-to-b advertisers are lining up for Super Bowl XXXVIII. With less than two months to go before the Super...

'USA Today' gives 'Money' a revamp; Gannett flagship boosts business coverage, looks to attract more b-to-b advertising.(Business Media)
December 8, 2003... Byline: SEAN CALLAHAN Will a revamp of USA Today's "Money'' section pay off in dollars? The Gannett Co. newspaper on Dec. 1 unveiled several new wrinkles in its "Money'' section. The changes are intended, in part, to attract more...

Federal anti-spam law passage is imminent; Industry welcomes national standard, but many oppose do-not-e-mail list.(News)(Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 )
December 8, 2003... Byline: CAROL KROL After months of intense lobbying, President Bush could sign federal anti-spam legislation into law as early as this week. And the e-mail marketing community is breathing a collective sigh of relief. The U.S. House of...

Comstock has reinvigorated GE's b-to-b marketing efforts.(Special Report: Marketer of the Year)
December 8, 2003... Byline: Sean Callahan All in all, it's been a pretty good year for Beth Comstock. In July, she was promoted to chief marketing officer for General Electric Co. She is the first to hold the title in a decade. The appointment came on the...

Lisa Baird; VP-worldwide advertising, IBM Corp.(Special Report: Marketer of the Year)
December 8, 2003... Byline: Kate Maddox IBM Corp., which announced its "e-business on demand" vision in the fourth quarter of last year, had a big job in 2003: communicating that vision to the world. "We saw a whole new wave of computing on the horizon,...

Chasers Criteria for print ads.(Chasers)(Brief Article)
December 8, 2003... Onward to 2004. As you plan for next year's advertising efforts, keep a copy of the Chasers Criteria handy. They're rules to live by for advertisers that want to communicate a marketing message effectively to businesses or even an entire...

Lorrie Paul Crum; VP-corporate communications, Parker Hannifin Corp.(Special Report: Marketer of the Year)
December 8, 2003... Byline: Kate Maddox Lorrie Paul Crum, VP-corporate communications at Parker Hannifin Corp., had a tough task this year-launching a major branding campaign in a down economy with a cut marketing budget. Crum combined research and...

Mike Delman; General manager, advertising and events, Microsoft Corp.(Special Report: Marketer of the Year)
December 8, 2003... Byline: Kate Maddox Microsoft Corp. had an aggressive product rollout schedule in 2003, launching Windows Server 2003, Office System and many other products for its seven business groups. Not only that, it wanted to reshape its image from...

Jay Fiore; Director of marketing, eBay Business.(Special Report: Marketer of the Year)(Brief Article)
December 8, 2003... Byline: Kate Maddox Jay Fiore, director of marketing for eBay Business, faced a major challenge in 2003: He had to convince businesses that eBay is a legitimate source for buying and selling business products, not just Barbies and Beanie...

George Jamison; VP-communications, United Technologies Corp.(Special Report: Marketer of the Year)(Brief Article)(Column)
December 8, 2003... Byline: Roger Slavens Brands such as Carrier, Otis, Chubb, Sikorsky, Pratt & Whitney and Hamilton Sundstrand are well recognized in the b-to-b world. But the $28 billion company that runs them, United Technologies Corp., doesn't ring many...

Pam Pollace; VP-director, corporate marketing group, Intel Corp.(Special Report: Marketer of the Year)(Brief Article)
December 8, 2003... Byline: Roger Slavens Pam Pollace has a message for corporate computer users: It's time to break the bonds of wired Internet access that can trap you in your office or cubicle. As VP-director of Intel Corp.'s corporate marketing group,...

Richard Quigley; Senior VP-global advertising and brand management, American Express.(Special Report: Marketer of the Year)
December 8, 2003... Byline: Carol Krol American Express Corp.'s goal this year was to broaden the reach of its Open: The Small Business Network, which debuted in 2002. Its initial integrated campaign for Open had established American Express' value to...

Arun Sinha; CMO, Pitney Bowes.(Special Report: Marketer of the Year)(Column)
December 8, 2003... Byline: Carol Krol Pitney Bowes set out this year with a lofty goal: to change the way people think about the 83-year-old company. Arun Sinha, chief marketing officer of the Stamford, Conn.-based company, was at the center of its...

Mike Winkler; CMO, Hewlett-Packard Co.(Special Report: Marketer of the Year)(Brief Article)
December 8, 2003... Byline: Sean Callahan As the first chief marketing officer in Hewlett-Packard Co.'s celebrated marketing history, Mike Winkler makes no bones about how the company has positioned itself against arch-rival IBM Corp. "We've established...