MOY: Priceline.com’s Jackie Stern – Calling Captain Kirk

Marketers Of The Year As other dot-coms poured rich budgets down a rat-hole, Priceline.com’s ad director found just the right blend of sell and soul to make the reverse-auction service a household name. The question was not whether to use William Shatner, but how. After more than a year of radio, print and direct mail advertising, the Priceline.com team during late summer 1999 was looking to roll its first TV campaign for the following year. By

MOY: PT Cruiser’s Susan Thomson – Focusing on the Front End

Marketers Of The Year Novel research, spectacular design and a careful seeding among consumers brought unexpected success to the PT Cruiser while putting new luster on the Chrysler brand. Lorrie Aitken is wide-grin, hand-on-her-hips, home-made-logo-on-her-T-shirt proud of her new silver PT Cruiser. She’s standing in a crowd of more than 300 Cruisers on a Chrysler headquarters parking lot, a good chunk of them silver, as owners get ready to take a quick jaunt down Detroit’s fabled

MOY: Gatorade’s Sue Wellington – She’s Got Game

Marketers Of The Year Like Gatorade endorser Michael Jordan, Sue Wellington simply steps up her game as the challenges intensify. Great ads and deft extensions have garnered the brand a $1.5 billion “niche.” How imbued is Sue Wellington with the Gatorade brand and its hypercompetitive ethos? Well, in the TV commercials that the former All American swimmer from Yale airs behind the brand, the athletes sweat-maybe even bleed-Gatorade, in all its fluorescent-hued glory. As for her

MOY: ABC’s Alan Cohen & Mike Benson – Playin’ in the Brand

Marketers Of The Year TV doesn’t stop. For 52 weeks each year, ABC’s top marketing duo works to give the network’s stars some extra wattage and its ratings a boost. Just don’t try calling them yellow. In the weeks leading up to the fall 2000 TV season, executives at ABC were brimming with confidence. The network that blew from a distant third to first place in a single year couldn’t help but feel that momentum was

MOY: Yoplait’s Ian Friendly – Groove Tube

Marketers of the Year Toothpaste, yes. But yogurt? Product innovation, snappy ads and heavy sampling are bringing kids into the mix of Yoplait’s Go-Gurt. Moms everywhere are saying, ‘Thanks for the tube.’ It’s not that the idea of putting yogurt in a tube is such a novel idea by itself,” said Ian Friendly. “The magic in Go-Gurt was how the team executed every aspect of the project.” Others may debate whether the General Mills exec is

MOY: New Balance’s Jim Davis & Paul Heffernan – Sneaks Attack

Marketers of the Year Quick: name a hot teen fashion item that’s gray, extra wide and completely lacking in deep pockets. Answer: that darling of over-30 joggers, New Balance. Focus, and deft trade work, got it there. It was the height of the back-to-school selling season at the Foot Locker store inside the Beverly Center in Los Angeles. Over the space of 90 minutes, even someone with just a little knowledge of the shoe industry could
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