BtoB articles from October 2006

BtoB archives from October 2006

DMA revamps show with new, renamed tracks; In-depth research prompts changes that emphasize measurement, return on investment.(Special Report: Direct Marketing)(Direct Marketing Association)
October 9, 2006... Byline: CAROL KROL Sir Richard Branson, the flamboyant chairman of U.K.-based Virgin Group of Cos., may be getting top billing as a keynote speaker at next week's Direct Marketing Association annual conference (Oct. 14-19) in San...

Targeted tactics drive response; Direct Marketing Roundtable.(Special Report: Direct Marketing)(Discussion)
October 9, 2006... Relevant. Targeted. One-to-one. Go to any marketing or advertising event and those words will likely be used by speakers. They are hardly new concepts, but online direct marketing has accelerated marketers' ability to more precisely target...

B-to-b marketing in space no longer an alien concept.(Bigelow Aerospace Co. is offering advertising services by launching Genesis II)
October 9, 2006... Businesses can now market their products across the universe through a service from Bigelow Aerospace, the leading private company for public space exploration. Bigelow, whose aim is to provide low-cost space exploration for the commercial...

Problem solved.(net marketing strategy)
October 9, 2006... Problem: Branding the routine, day-to-day e-mail that leaves your company. Answer: Unlike organized e-mail marketing campaigns, routine, day-to-day e-mail is sent by every department within your company. While these communications are not...

Chart: Benchmarks.(Net Marketing)
October 9, 2006... Top b-to-b online advertisers August 2006 - Ranked by total impressions of ads bought by b-to-b advertisers Top b-to-b subsegments August 2006 - Ranked by impressions August 2006 - Ranked by sponsored link impressions Top...

Create awareness with 'top dog' to open doors.(Vertical Insight: C-Level Executives)(Interview)
October 9, 2006... Byline: ROGER SLAVENS Like many other savvy marketing experts, Jeremy Porter realizes how important-and lucrative-it can be to target C-level executives. But he also knows you can't break through to them by traditional means; extremely...

NEC division engages target audience with online contests.(Net Marketing)
October 9, 2006... Byline: KAREN J. BANNAN NEC Corp. of America's Visual Systems division sells presentation projectors to IT and IS professionals-an audience that isn't always easy to reach, said Ashley Flaska, NEC's senior marketing manager. "The IT...

AmerisourceBergen saves with automated sales info.(Tools & Metrics)
October 9, 2006... Byline: CHRISTOPHER HOSFORD AmerisourceBergen, a large pharmaceuticals distributor, faced a classic marketing conundrum as it worked to finalize the merger of its predecessors, AmeriSource Health and Bergen Brunswig. Although the deal was...

Tech tools.(Cvent introduced Contact Intelligence Web Surveys)(IAC Search & Media introduced Ask Sponsored Listings 2.0)(ZenithOptimedia's report on Internet advertising)(Brief article)
October 9, 2006... Cvent debuts new Web Surveys product Cvent Inc., a Web-based software provider for businesses and marketers has released a new product: Contact Intelligence Web Surveys, the first in the company's new product suite. The software is...

Babcock & Jenkins focuses on database-driven marketing; Runner-up Direct Agency of the Year.(Special Report: Direct Marketing)
October 9, 2006... Byline: KATE MADDOX Babcock & Jenkins, a Beaverton, Ore.-based direct-marketing agency founded in 1992, has achieved success by focusing on b-to-b work with an emphasis on database-driven marketing. The agency was co-founded by...

MRM adds accounts, dashboard services.(Special Report: Direct Marketing)
October 9, 2006... Byline: KATE MADDOX MRM Worldwide, the direct and relationship agency of McCann Worldgroup, has been named BtoB's Direct Agency of the Year for its focus on b-to-b work, growth in business, new client wins and outstanding work this year....

New campaigns.(Advertising)(Visa International campaign created by AKQA)(Timberland PRO advertisement was created by Winsper)(Agresso advertisement was created by Townsend Agency)(Brief article)
October 9, 2006... Agresso "ERP... With No Expiration Date'' Agency: Townsend, San Diego Target audience: C-level executives and corporate decision-makers Campaign objective: Establish the Agresso brand in North America and position the Victoria,...

LexisNexis shifts strategies, courts lawyers.(introduced LexisNexis Corporate Intelligence Subscription for InterAction, and LexisNexis atVantage)
October 9, 2006... Byline: CAROL KROL LexisNexis last month introduced new products under its Client Development Solutions banner that it says will help customers drum up new business. The move is part of a larger strategic shift by LexisNexis to offer more...

Changing 'Times' heralds new direction; Sales operations combined, `futurist' position created, branding campaign launched.(News)
October 9, 2006... Byline: MATTHEW SCHWARTZ It may not be extreme, but the New York Times Co. is getting a serious makeover. Last month, the company announced several moves designed to deliver more integrated sales packages to marketers, prepare the...

Mobile marketing making a move.(News)
October 9, 2006... Byline: KATE MADDOX While mobile marketing is still in its infancy for b-to-b marketers, recent improvements in technology and higher usage of Web-enabled mobile devices by business executives are clearing the way for more widespread use...

Nucor ads forge bond with CEOs.(Vertical Insight: Marketing to vertical industries)
October 9, 2006... Byline: ROGER SLAVENS Charlotte, N.C.-based Nucor Corp. is the largest steel manufacturer and steel recycler in the U.S. About two years ago, however, the company realized that it was known primarily for its size-not its strengths or...

Reaching the elusive, lucrative CXO niche; TV, thought leadership still key in reaching busy upper-level execs; clearing gatekeepers still tricky.(Vertical Insight: C-Level Executives)
October 9, 2006... Byline: ROGER SLAVENS It's no mystery why so many marketers want to get their messages in front of C-level decision-makers: Senior business executives-namely the C-suite-make or influence decisions to spend more than $1.2 trillion a year...

You might still reach opt-outs through e-enabled products.(Special Report: Direct Marketing)
October 9, 2006... Byline: Patricia Seybold Busy businesspeople are opting out of e-mail lists at a frightening clip. Overwhelmed by the volume of nonvital e-mail flooding their in-boxes, many customers have pruned their opt-in e-mail relationships to the...

The new Web ad strategy; Marketers advertising online now have a plethora of options for where-and how-to get the message out.(Net Marketing)
October 9, 2006... Byline: Karen J. Bannan Until this month, Houston-based software developer DataCert Inc. launched all its new products, seminars and service offerings via e-mail, using both one-off promotions and a monthly e-mail newsletter. After doing...

More to publicity than a great booth; Marketers find new ways to get attention with interactive technology, sponsorships and creativity.(Events)
October 9, 2006... Byline: ERIN BIBA Drawing attention to a trade show booth is a difficult business. Now, marketers may be more adept at creating flashy booths that draw the eye-but good publicity can cut through that noise. New trends in marketing show...

Show notes.(Events)(Trade Show Exhibitors Association launches About Face-The Journal of Face-to-Face Marketing)(CMO Council selects TBA Global Events as experiential marketing partner)(Ziff Davis Media promotes Priscella Ng to vice president of e-Events)
October 9, 2006... TSEA readies new journal TSEA, an association for exhibit and event professionals, launched About Face-The Journal of Face-to-Face Marketing. The quarterly print journal will be distributed to Fortune 1,000 CMOs, TSEA members, exhibit...

Beef up your integrated marketing plan before your next trade show.(Ask the Expert)(RMR and Associates Inc.)(Interview)
October 9, 2006... Byline: Tequia Burt Robyn Sachs is president of RMR & Associates (www.rmr.com), a b-to-b marketing services agency based in Rockville, Md. BtoB recently spoke with Sachs about how to prepare for the next big exhibition. BtoB: What's...

Boschetto heads up DraftFCB; President says merged agency combines creative talent with data-mining savvy.(Advertising)(Interview)
October 9, 2006... Byline: KATE MADDOX Last month, Interpublic Group's Draft Worldwide and Foote Cone & Belding completed a merger, forming DraftFCB, a new agency that will combine Draft's direct and database marketing with FCB's creative and full-service...

Strong Internet spending boosts traditional media.(News)(marketing expenditures of internet service providers)
October 9, 2006... Byline: MATTHEW SCHWARTZ While Internet and mobile services are one of the fastest-growing segments of the media industry-with communications spending projected to increase 14.7% in the next five years-the fastest growth within the sector...

Valuable promotions produce valuable customers.(Opinion)(a promotional product should accompany preshow mailings)(Viewpoint essay)
October 9, 2006... Byline: Paul A. Kiewiet We all use promotional products at trade shows and we all know that our supply of promotional products is depleted far sooner than our supply of product catalogs. More than 70% of trade show attendees who...

ANA's 'Advertiser' gets major revamp; Redesign of trade group's bimonthly magazine helps attract several new-media advertisers.(Business Media)
October 9, 2006... Byline: MATTHEW SCHWARTZ The Association of National Advertisers relaunched its member magazine, The Advertiser, last week at the Annual Masters of Marketing Conference in Orlando, Fla. The bimonthly publication has undergone a major...

CORRECTIONS.(Correction notice)
October 9, 2006... Corrections The photo of the Government Security Expo and Conference in the Sept. 11 issue (page 1) was courtesy of govsecinfo.com. The relative cost of an online trade show compared with a traditional one was incorrectly stated in...

'Link blogs' growing huge without overhead.(New Channels)
October 9, 2006... Byline: Paul Gillin At Digg.com, 15 young people are revolutionizing the economics of publishing. Digg is a "social news'' Web site. Its more than 300,000 members submit links to interesting items on the Internet. Users vote on them, and...

Assessing the sales/marketing divide; Delivering the right collateral, controlling the process and measuring the sales impact.(Tools & Metrics)
October 9, 2006... Byline: CHRISTOPHER HOSFORD Among marketing's most time- and money-consuming duties is developing collateral for sales reps. Marketers carefully devise the campaigns and branding, and print and distribute brochures, white papers, best...

Qualified lead quality; Drawing the best prospects with incentives that leverage the value of your brand.(New Channels)
October 9, 2006... Byline: Gary Kreissman In a world of rising keyword costs, click fraud and an incredibly cluttered marketplace, the Internet has become for many marketers as inefficient in identifying and building relationships with new customers as...

Survey: B-to-b direct sales rise thanks to small business.(News)
October 9, 2006... Byline: KATHERINE MESCH B-to-b direct sales revenue grew 9% last year, driven in large part by the small-business sector, according to the recently released "Abacus 2006 Business-to-Business Industry Insights'' report. The increase...

Lenovo gets results with mobile campaign.(OgilvyInteractive)
October 9, 2006... Byline: KATE MADDOX PC maker Lenovo had positive results with a mobile marketing campaign it used for branding. The campaign, developed by OgilvyInteractive, New York, ran for four weeks in June. It had a click-through rate of 6.7%,...

Need for leads fuels frenzy of direct deals.(direct marketing)
October 9, 2006... Byline: CAROL KROL This has been a busy year for direct marketing deal-making, and much of the activity can be traced to an intense focus on acquiring lead generation tools and technology, both online and off. With an ever-expanding...

Quick hits.
October 9, 2006... VNU puts European b-to-b unit in play VNU Group, the media giant that was purchased by a group of private equity firms earlier this year, said last week that it is exploring strategic alternatives for its Business Media Europe group,...

Stick to the plan to ensure effective online marketing.(Net Marketing: Ask the Expert)
October 9, 2006... Byline: Geoff Pickering Question: With click-through rates for banners continuing to drop, is interactive marketing really effective? Answer: If you measure success using only click-through rates (CTRs), then it may appear that...

Quick hits.
October 9, 2006... Google, Intuit announce small-business venture Google and Intuit announced they have partnered to offer Google advertising opportunities to small businesses. A variety of Google services will be integrated into the QuickBooks 2007...

Let your service be the star.(Chasers)(use of logos in advertising)
October 9, 2006... B-to-b advertisers walk a fine line between emphasizing their name and emphasizing their product or service. If they're too modest about their company name or logo, there's little chance their brand will register with members of the target...

Cut to the chase.(Chasers)(advertising review of FedEx Corp.; OutlookSoft Corp.)
October 9, 2006... Company: OutlookSoft, Stamford, Conn. Agency: DiNoto Lee, New York Market: Chief executives Chase: Dark, funereal, foreboding. That's what blue and gray letters on a pitch black background will get you. If that's how OutlookSoft, a maker of...

HSR effort eclipses all others at CEBAs.(News)(Cramer-Krasselt Co.)(HSR Business to Business Inc.)(Fallon Worldwide)
October 9, 2006... Byline: MATTHEW SCHWARTZ HSR Business to Business captured the Grand CEBA Award for its Eclipse Aviation "Organization Chart'' campaign at American Business Media's 11th annual Creative Excellence in Business Advertising Awards. The awards...

Goat or gloat; A quick comparison of recent work by competing advertisers.(Chasers)(BAX Global - advertise by Reynolds + Associates)(Meridian IQ - advertise by YRC Worldwide)
October 9, 2006... Company: BAX Global, Irvine, Calif. Agency: Reynolds + Associates, Torrance, Calif. Market: Logistics and supply chain management Chase: A veritable cornucopia of parts, equipment and finished goods flows through the global supply chain every...

Media notes.(Business Media)
October 9, 2006... VNU to sell Solucient stake to Thomson Global media company VNU has agreed to sell its 34.3% stake in Solucient, an information products company serving the health care industry, to Thomson Corp. Financial terms of the deal, which is...

Defining direct; It's trickier to determine categories as lines continue to blur between brand advertising and direct response.(Special Report: Direct Marketing)(Conference news)
October 9, 2006... Byline: Carol Krol It is a potent symbol of the evolution of the direct-marketing landscape when a search marketer identifies himself as a direct marketer. Two weeks ago during a New York meeting of search marketing industry...

Do you see video in your future? I do.(online video)(Viewpoint essay)
October 9, 2006... Byline: Ellis Booker `They're trying to turn us into Spielbergs!'' complained a longtime trade magazine editor I know regarding the idea of arming her reporting staff with video cameras. This isn't surprising. Weaned on words, some...

L2's movie poster campaign reels them in.(Special Report: Direct Marketing)(L2 marketing campaign )
October 9, 2006... Byline: CAROL KROL L2, a Palo Alto, Calif.-based software company that provides on-demand, personalized marketing campaign management solutions, has always been a technology company first and foremost. However, L2 realized it had an...

B to B's Best Brands.(Editorial)
October 23, 2006... Our third annual Top Brands report features companies with enormous staying power as well as brands that are building on their strengths. American Express, FedEx, GE, Google, Microsoft and UPS return to the winner's circle this year. They're...

Peter Alexander.(B to B's Best Marketers)
October 23, 2006... Byline: Mary E. Morrison Title: VP-global commercial marketing Company: Cisco Systems Years in current job: 4 Quote: "Segmentation is the key to marketing effectiveness, and metrics are invaluable in determining return on...

HP.(B to B's Best Brands)
October 23, 2006... Byline: M.S. Headquarters: Palo Alto, Calif. Brand established: 1939 2005 advertising: $507.8 million 2006 Interbrand/BusinessWeek ranking: No. 13 Brand value: $14 billion CoreBrand ranking: 20 EXPERT INSIGHT ...

Martyn Etherington.(B to B's Best Marketers)(Tektronix Inc.)
October 23, 2006... Byline: B.S.B. Title: VP-worldwide marketing Company: Tektronix Years in current job: 4 Quote: "The only constituency I listen to with reverence is our customer." Tektronix's top marketing executive, Martyn Etherington,...

Susanne Lyons.(B to B's Best Marketers)
October 23, 2006... Byline: K. M. Title: Exec VP-CMO Company: Visa USA Years in current job: 2 Quote: "We have a very robust media mix, including traditional radio, television and print, and our emerging media are growing in importance." ...

Marie Chinnici.(B to B's Best Marketers)(Merrill Lynch and Company Inc.)
October 23, 2006... Byline: M.E.P. Title: Managing director-marketing & communications, Global Markets & Investment Banking Group, and Leadership & Talent Management Group Company: Merrill Lynch Years in current job: 3 Quote: "I expect to see an...

American Express.(B to B's Best Brands)
October 23, 2006... Byline: Beth Snyder Bulik Headquarters: New York Brand established: 1850 2005 advertising: $602.8 million 2006 Interbrand/ BusinessWeek ranking: No. 14 Brand Value: $12 billion CoreBrand ranking: 27 EXPERT...

Donald MacDonald.(B to B's Best Marketers)
October 23, 2006... Title: VP-sales and marketing group, general manager, corporate brands and marketing Company: Intel Corp. Years in current job: 1 Quote: "When you're spending billions on R&D, it's important that the marketing department has...

Kathy Button Bell.(B to B's Best Marketers)(Emerson Corp.)
October 23, 2006... Byline: Carol Krol Title: VP-CMO Company: Emerson Years in current job: 7 Quote: "If you look back over the last three years, you see a natural evolution in the way we're trying to teach people our story. Every time you step...

Donald Friedman.(B to B's Best Marketers)
October 23, 2006... Byline: Carol Krol Title: Exec VP-CMO Company: CA Years in current job: 1.5 Quote: "It was the classic marketing problem: Nobody knew who we were. They didn't know why they should do business with us." Donald Friedman,...

Kurt Kuehn.(B to B's Best Marketers)(United Parcel Service of America)
October 23, 2006... Byline: K.M. Title: Senior VP-worldwide sales and marketing Company: United Parcel Service of America Years in current job: 2.5 Quote: "The best-laid marketing plan is worthless if salespeople can't communicate it." As...

Karen Jones.(B to B's Best Marketers)
October 23, 2006... Byline: M.E.P. Title: VP-advertising, brand and promotions Company: DHL Express USA Years in current job: 2.5 Quote: "It's a journey. It's not a trip." By at least one measure, DHL Express USA's rebranding campaign has...

Jocelyne Attal.(B to B's Best Marketers )(Avaya Inc.)
October 23, 2006... Byline: M.E.P. Title: CMO Company: Avaya Years in current job: 2.5 Quote: "For me, marketing doesn't really exist if you don't create a measurable value for sales." For more than a year, Avaya used case studies,...

Stephanie Acker-Moy.(B to B's Best Marketers)
October 23, 2006... Byline: M.E. M. Title: VP-HP.com customer experience Company: Hewlett-Packard Co. Years in current job: 6 Quote: "We focus our marketing efforts on driving sales and increasing customer loyalty, and we do it by combining art...

Lauren Flaherty.(B to B's Best Marketers)
October 23, 2006... Byline: M.E.M. Title: CMO Company: Nortel Networks Years in current job: Less than 1 Quote: "I've always wanted to create outstanding organizational capability-world-class teams that could deliver the kind of functional...

Dan Henson.(B to B's Best Marketers)
October 23, 2006... Byline: K.M. Title: VP-Chief marketing officer Company: General Electric Co. Years in current job: 1 Quote: "We have really increased our focus on emerging markets, including China, India, the Middle East and Latin America."...

Dow Chemical Co.(B to B's Best Creative)
October 23, 2006... Category: TV Agency: FCB (now DraftFCB, Chicago) Dow Chemical's "Human Element" spot, BtoB's choice for the best TV spot of the year, is a testament to the power of advertising. As a manufacturer of chemical products that have caused...

Bank of America.(B to B's Best Brands)
October 23, 2006... Byline: Mary Ellen Podmolik Headquarters: Charlotte, N.C. Brand established: 1923 2005 advertising: $260.3 million 2006 Interbrand/BusinessWeek ranking: Not ranked in top 100 Brand Value: $23 billion CoreBrand...

Cisco Systems.(B to B's Best Brands)
October 23, 2006... Byline: Mary E. Morrison Headquarters: San Jose, Calif. Brand established: 1984 2005 advertising: $69.7 million 2006 Interbrand/BusinessWeek ranking: No. 18 Brand Value: $12 billion CoreBrand ranking: 26 EXPERT...

FedEx.(B to B's Best Brands)
October 23, 2006... Byline: Matthew Schwartz Headquarters: Memphis, Tenn. Brand established: 1971 2005 advertising: $123.1 million 2006 Interbrand/BusinessWeek ranking: Not ranked in top 100 Brand value: $7 billion CoreBrand ranking: 50...

GE.(B to B's Best Brands)(General Electric Co.)(Company overview)
October 23, 2006... Byline: K.M. Headquarters: Fairfield, Conn. Brand established: 1892 2005 advertising: $1.2 billion 2006 Interbrand/BusinessWeek ranking: No. 4 Brand value: $61 billion CoreBrand ranking: 1 EXPERT INSIGHT ...

Google.(B to B's Best Brands)
October 23, 2006... Byline: M.E.P. Headquarters: Mountain View, Calif. Brand established: 1998 2005 advertising: $81.1 million 2006 Interbrand/BusinessWeek ranking: No. 24 Brand value: $15 billion CoreBrand ranking: 19 EXPERT...

Microsoft.(B to B's Best Brands)
October 23, 2006... Byline: K.M. Headquarters: Redmond, Wash. Brand established: 1975 2005 advertising: $463 million 2006 Interbrand/BusinessWeek ranking: No. 2 Brand value: $43 billion CoreBrand ranking: 3 EXPERT INSIGHT ...

UPS.(B to B's Best Brands)
October 23, 2006... Byline: Matthew Schwartz Headquarters: Atlanta Brand established: 1919 2005 advertising: $192.8 million 2006 Interbrand/BusinessWeek ranking: No. 32 Brand value: $17 billion CoreBrand ranking: 15 EXPERT INSIGHT...

Verizon.(B to B's Best Brands)
October 23, 2006... Byline: M.E.P. Headquarters: New York Brand established: 2000 2005 advertising: $1.8 billion 2006 Interbrand/BusinessWeek ranking: Not ranked in top 100 Brand Value: $14 billion CoreBrand ranking: 21 EXPERT...

Cisco Systems.(B to B's Best Creative)
October 23, 2006... Category: Integrated Agency: Ogilvy & Mather, Los Angeles Simple, clear messages go a long way in b-to-b advertising, especially when they're delivered in an eye-catching way. Cisco Systems' "Powered By'' integrated work, created by...

Hubbell Inc.(B to B's Best Creative)
October 23, 2006... Category: Print Agency: Maier True Communication, Farmington, Conn. Knowing the audience and what will draw them in is key to the success of any advertiser, but it's particularly critical for a b-to-b advertiser trying to reach a niche...

Nucor Corp.(B to B's Best Creative)
October 23, 2006... Category: Print Agency: Eric Mower & Associates, Charlotte, N.C. A well-balanced ad is worth its weight in gold, or in this case, steel. Steel company Nucor Corp. set out to communicate that it's more than just a steel company with its...

Sprint Business.(B to B's Best Creative)(Sprint Corp.)(Publicis & Hal Riney)
October 23, 2006... Category: TV Agency: Publicis & Hal Riney, San Francisco What better way to showcase a product than to put it to work in a day-in-the-life scene? That's the approach Sprint takes in "Claims Adjustor,'' a spot that demonstrates how its...

Sun Microsystems.(B to B's Best Creative)
October 23, 2006... Category: Online Agency: Butler, Shine, Stern & Partners, Sausalito, Calif. The soft sell can be a hard thing to master. Even when advertisers try to let the product, service or client speak for itself, the message often ends up being...

Henri Richard.(Advanced Micro Devices Inc.)
October 23, 2006... Byline: K.M. Title: Exec VP-chief sales and marketing officer Company: AMD Years in current job: 1.5 Quote: "We continue to focus heavily on building our business in the enterprise market, both in the data center and in the...

Wendy Clark.(B to B's Best Marketers)
October 23, 2006... Byline: M.E.M. Title: VP-advertising Company: AT&T Years in current job: 2 Quote: "Listening to your customers will always inform the best marketing and advertising strategies and, in turn, will determine your company's...

Todd Forsythe.(B to B's Best Marketers)
October 23, 2006... Byline: K.M. Title: VP-marketing Company: Oracle Corp. Years in current job: 5 Quote: "Marketing wins only if sales and our channel partners win." A dedication to marketing measurement and performance has proved...

This year's 'Best' theme: Softer, gentler b-to-b brands.(News)
October 23, 2006... Byline: Ellis Booker When manufacturers of mind-numbingly complex products-chemicals, microprocessors, servers and networking gear-dash, seemingly in unison, to reformat their marketing around such themes as humanism, environmentalism and...

Susan Sobott.(B to B's Best Marketers)(President, OPEN from American Express Co.)
October 23, 2006... Byline: Beth Snyder Bulik Title: President, OPEN from American Express Company: American Express Years in current job: 2 Quote: "Small businesses aren't just the backbone of our economy but the lifeblood of America's defining...

Connie Weaver.(B to B's Best Marketers)
October 23, 2006... Byline: Mary Ellen Podmolik Title: Exec VP-CMO Company: BearingPoint Inc. Years in current job: 1.5 Quote: "I'd much rather have an awareness problem than an identity problem. It's harder to make changes in an entrenched...

Laurie Tucker.(B to B's Best Marketers)
October 23, 2006... Byline: K.M. Title: Senior VP-corporate marketing Company: FedEx Corp. Years in current job: 6 Quote: "We have found that we are able to create a significant amount of media exposure to targeted key audiences through sports...

Robert Pollack.(Boeing Co.)
October 23, 2006... Byline: M.E.P. Title: VP-brand and market positioning Company: Boeing commercial airplanes Years in current job: 4 Quote: "We needed to remotivate an organization to think out of the box and regain the risk-taking." ...

Michael Mac Donald.(B to B's Best Marketers)
October 23, 2006... Byline: K.M. Title: President-global accounts and marketing operations Company: Xerox Corp. Years in current job: 2 Quote: "I try to drive people from thinking about traditional ways of doing things into new areas." ...

Marketer of the Year: Mich Mathews.(Microsoft Corp.)
October 23, 2006... Byline: Kate Maddox Title: Senior VP-central marketing group Company: Microsoft Corp. Years in Job: 4 Quote: "By giving marketing a seat at the table with engineering from the very beginning of the product development process,...