In the latest installment of CMO Insights we speak with Ann Lewnes,  Senior Vice President of Global Marketing at Adobe Systems Incorporated.
As CMO at Adobe, Ann is responsible for Adobe’s corporate brand and integrated marketing efforts worldwide. She drives the company’s corporate positioning, branding and identity, public relations, marketing campaigns, field marketing and education segment marketing to ensure strong connections with customers and constituents. As champion of Adobe’s brand to employees and the community, she also oversees Adobe’s internal communications and community relations efforts including the Adobe Foundation, which funds philanthropic initiatives around the world.

Prior to joining Adobe in November 2006, Lewnes served as vice president of sales and marketing at Intel Corporation. At Intel, Lewnes helped build global demand for the Intel brand from consumers, business professionals, and key computer channels. She managed the highly successful “Intel Inside” program and oversaw several groundbreaking campaigns, including the launches of the Pentium® and Centrino® processor brands.

In 2000, Lewnes was elected to the American Advertising Federation’s Hall of Achievement. In 2010, she was honored with a Changing The Game Award by the Advertising Women of New York (AWNY).

Lewnes holds a bachelor’s degree in international relations and journalism from Lehigh University. She serves on the boards of the Advertising Council and the Adobe Foundation.

CMO Insights is a special MIPtalk series in partnership with The CMO Club.  For more information visit www.thecmoclub.com

As MIPtalk continues to evolve and grow, we’ve consistently been asked (and we’re asking ourselves), “what is the broader objective for the show/site”? When we really stopped to think about it, the answer was perhaps a bit more complicated than we realized.

In addition to pursuing a passion of seeking out and telling interesting stories, we’ve been fortunate enough to align ourselves with thought leaders in a variety of industries who have created successful businesses and brought new ideas to market. We’ve met authors and activists, CEOs and creative entrepreneurs; individuals with different backgrounds, nationalities and perspectives. Each of them has shared lessons and ideas that contribute to our growth and development.

We recently met D. Keith Pigues and Jerry Alderman through our partnership with The CMO Club, an exclusive professional networking group bringing Chief Marketing Officers together in an environment of openness and contribution that enables them to become better at what they do.

Keith and Jerry are leaders in B2B (business to business) marketing and operations. Since we work primarily in media and entertainment we’re not as knowledgeable with all the challenges facing this business segment but were eager to learn more. Their just released book Winning with Customers: A Playbook for B2B poses a fundamental question that every business needs to answer “Do Your Customers Make More Money Doing Business With You?

During our in-depth discussion, the authors explained the methodology behind a concept called Customer Value Creation or CVC. Here’s the basic premise:

In all business transactions a value exchange is at work. Companies seek products and services to meet their business needs and (most importantly) help them improve profits. In most value exchanges, neither party has a good way to measure how much value is exchanged or how it is shared.

If you really think about it the ideas behind value creation relate not only business but to all sorts of daily interactions. We touched on a lot of other areas from the book including:

Engaging Employees In The Value Conversation
How To Operationalize Ideas
Understanding The Differential Value Proposition (DVP)

In the end we discovered that “Winning with Customers” offered an invaluable framework for how we will grow our business and make the MIPtalk Network a must-have resource for our partners, customers and listeners.

Even if you’re not a business person, we hope you’ll enjoy our discussion with Keith and Jerry as much as we did.

For select excerpts from our interview, please visit the MIPtalk YouTube Channel.

Stay tuned for our much anticipated site relaunch (it’s coming soon — we PROMISE).

Jeffrey Hayzlett is not your typical C-Level marketing executive. A committed social media practitioner, he has made it his priority to directly engage customers like never before in his role as Chief Marketing Officer of the Eastman Kodak Company.  In the latest installment of CMO Insights we speak with Hayzlett about the transformation underway at Kodak and how he and his team are leading the charge in product innovation, value creation and customer engagement.

As CMO at Kodak, Mr. Hayzlett is responsible for the company’s worldwide marketing operations including the design and implementation of all marketing strategies, investments, policies, and processes.  He leads the company’s efforts for Strategy and Planning, Marketing Programs, Marketing Network Operations, Brand Development and Management, Business Development, and Corporate Sponsorships.  He is also responsible for the company’s Corporate Communications, Public Relations and Public Affairs organizations.

Mr. Hayzlett speaks frequently around the world on business growth, communications, and marketing, including keynotes at THE Conference on Marketing, the Direct Marketing Association Leadership Forum, the National Postal Forum, the Canadian Marketing Association’s National Convention and Trade Show, and Print Oasis.  He is cited as a leading marketing expert in numerous books, magazines, and newspapers worldwide, and is a frequent television guest and commentator, having appeared on shows including CNBC’s The Big Idea with Donny Deutsch, Fox Business News, and NBC’s Celebrity Apprentice with Donald Trump.

His book The Mirror Test: Is Your Business Really Breathing? will be released in May 2010.

For additional reference we’ve included links to some of the people, places and things discussed in this episode*:

*coming soon

At most companies, it would probably be frowned upon to regularly poke fun at your CEO in most of your brand communication, let alone develop a national campaign where he gets hit by a bus and his life hangs in the balance.  But that’s just an average day for the marketing team at the Jack in the Box Innovation Center in San Diego, CA.  In the latest installment of CMO Insights we interview Terri Graham, SVP and CMO for restaurant company Jack in the Box since September 2007.

Terri was previously vice president and chief marketing officer from December 2004 to September 2007, and vice president of marketing from May 2003 to December 2004. She was vice president of brand communications and regional marketing from July 2002 to May 2003, division vice president, marketing services and field marketing from April 2000 to July 2002, and director, marketing services from October 1998 to April 2000. Ms. Graham has 18 years of experience with the company in various marketing positions.

Find out about how things are done at “The Box” and discover Jack’s new plans now that he has recuperated from his injuries and is back at the top of his game.

For additional reference we’ve included links to some of the people, places and things discussed in this episode*:

*coming soon

For our latest installment of CMO Insights we interview Randy Drawas, CMO for IT security company Kaspersky Lab. As a chief marketing officer, Randy is responsible for all strategic marketing efforts in the Americas for the company. Since its introduction into the United States just four years ago, Kaspersky Lab has emerged as the world’s largest privately-held Internet security company.

The Company’s products provide protection for large enterprises, small & medium-sized businesses and consumers against cybercriminal attacks, such as viruses, spyware, hackers and spam. Kaspersky’s technology is also embedded inside the products of more than 100 leading IT security vendors, including Microsoft, Juniper, Checkpoint and Alcatel-Lucent.In 2007, Kaspersky Lab saw an unprecedented rise in cybercriminal activity equal to all the malicious attacks of the preceding 11 years combined. In 2008, these attacks grew 8-fold from 2007. As part of the company’s response, Randy is leading the launch of an entirely new approach to new media journalism to help combat the threats from cybercrime, Threatpost.

For additional reference we’ve included links to some of the people, places and things discussed in this episode*:

*coming soon

We recently interviewed Evan Greene for CMO Insights, a series of in-depth interviews with leading marketing executives in partnership with The CMO Club. As Chief Marketing Officer of The Recording Academy, Evan oversees marketing, licensing, sponsorship and overall strategy for music’s biggest brand – the GRAMMYs. Beyond increasing telecast ratings, he is charged with aggressively finding ways to keep the brand in consumers’ minds during the other 364 days of the year.

In today’s shifting marketplace, digital strategy is more vital than ever, and as The Academy builds on over 50 years of GRAMMY heritage, Evan looks to continually integrate, innovate and activate!

Prior to joining The Academy, Evan spent over a decade in theatrical marketing for both Columbia Pictures and Walt Disney Pictures, positioning movie properties to corporate America, and structuring integrated partnerships. Using the global power of entertainment, he built innovative marketing and advertising solutions, and was responsible for award-winning campaigns for movies including Spider-Man, Stuart Little and S.W.A.T. Major brands he has managed national relationships with include; Kodak, Cingular, Nextel, Carl’s Jr., Ford, Procter & Gamble, Kellogg’s, Heineken, People Magazine, Delta, Hilton, USA Today, Yahoo!, Apple, Westwood One Radio, GM, XM Radio, Verizon, GAP, Hersheys, Dr Pepper, and Wendy’s.

Evan holds a double bachelors degree in marketing and international business from the University of Colorado.

For additional reference we’ve included links to some of the people, places and things discussed in this episode*:

*coming soon

This week’s guest is Pete Krainik.  Pete brings over 25 years of experience in Marketing, Sales, IT, and Product Management within the Consumer Goods, High Tech, and Software Industries.  He is the founder of The CMO Club, an exclusive peer to peer Chief Marketing Officer network that enables CMOs to help each other become better at what they do. This exclusive “give to get” club offers a variety of resources including CMOs only dinners, online network and conferences.

Prior to founding The CMO Club, Pete served as Avaya’s Global Vice President of Marketing, Chief Marketing Officer for DoubleClick, and GM of the Consumer Goods division of Siebel Systems, and 15 years at Mars, Inc. Pete started the club back in early 2006 and has has overseen its growth to over 1200 members.

For additional reference we’ve included links to some of the people, places and things discussed in this episode*:

*coming soon