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Article Excerpt
BTOBONLINE.COM, the companion Web site to BtoB, last month launched CMO Close-Up, an e-newsletter featuring Q&As with top marketing executives, as well as responses to "The Big Question posed by BtoB editors. [paragraph] Going forward, CMO Close-Up will appear every other Wednesday, starting this week. [paragraph] Below are highlights from CMO Close-Up interviews that have already been published. To access the full interviews and sign up to receive the biweekly e-newsletter, go to www.btobonline.com/cmo.
Phil Clement, AON
Phil Clement, AON's chief global marketing and communications officer, and his team have embarked on a broad-based, high-profile marketing communications effort, which, starting next year, will include a sponsorship of the Manchester United soccer team.
BtoB: Tell us how the Manchester United sponsorship fits into your marketing and branding approach?
Clement: For the Manchester United deal, the brand piece is additive; it's outside the business case. It's a fantastic spinoff benefit. Right now, we're...
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