Spotlight on
Presented by
BRAND
EVOLUTION
It’s a brave new world
for identity design PAGE 7
Are CMOs Primed to
Champion Their Brands?
PAGE 2
A New Look for eBay Marketplaces PAGE 4
Tips for 2013 from
Marketing Masters
PAGE 6
Q&A with Lippincott’s
Connie Birdsall
PAGE 10
OUTLOOK
CMO TWENTY THIRTEEN TWENTY THIRTEEN
It’s that time of year when we feel renewed by what’s possible and vow to do things a little differently
to make an even greater impact in our work. As we head into 2013, Lippincott asked for some words of
wisdom from today’s marketing masters. Here is what we heard.
DON’T
BE AFRAID
BE AFRAID
GENERATING CHOICE-BASED
BE IN THE FEED
TO
IMPRESSIONS
BE AFRAID
BE AFRAID
IS A TWO WA Y STREET
ENGAGEMENT WILL
BE FUELED BY
3
UNLEASHING
FOCUS ON ” WE”
THE ENTIRE ECOSYSTEM
BRAND LOVE
OF TOUCH POINTS
12
4
BE
I T’S NOT ABOUT WHO SEES
SPONTANEOUS
YOUR MESSAGE,
AND TAKE ADVANTAGE OF THE MOMENT
BE OPEN
IT’S ABOUT WHO SHARES IT
5
7
GENUINE &
KNOW THYSELF
WILLING TO
BE
WHAT’S YOUR REAL PURPOSE?
SHARE
HONEST
INSTRUCTIVE
8
6
THIS INCREASINGL Y VIR TUAL WORLD
THE NA TIVE ESSENCE —
ASSESSMENT,
RATHER THAN
E
V
&
U
O
N
L
L
O
BOLD
DISRUPTIVE
D
C
12
N
K
A
T
KNO WING WHERE SOME THING
ACTION
R
H
YOUR BRAND
B
E
IS LESS ABOUT
D
OR SOMEONE IS REALL Y FROM
M
L
A
I
U
G
B
I
C
— WILL BECOME AN OBSESSION IN
9
10
11
INNOVATE
MORE ABOU T CONSUMABILITY & PERSONALIZATION TREAT PEOPLE LIKE
AND MUCH
WHERE OTHERS HAVE GONE ON
AUTO-PILOT
PLE
HO W YOU
NOT
BEHAVE
’S
CREATIVITY
15
WITHOUT
K
WORTHLESS
BE CONFIDENT.
K
INSIGHT IS
BE AUTHENTIC.
E
&
E
L
MER,
E
P
I
T
S
I
P
M
O
17 18 19
1. Virgin America – Luanne Calvert, VP of Marketing & Communications
2. The Coca-Cola Company – Alison E. Lewis, Senior Vice President of Marketing, North America
3. Hill Holliday –
