ONE HIGH-POWERED ENTREPRENEUR CREATES IMAGINATIVE CAMPAIGNS FOR major-league clients to reach any constituency. An enterprising executive finds new ways to communicate the value of buying and selling products online. Another power player boosts sales for a beverage giant by connecting with new audiences through music and technology while his peer bridges the cultural gap, marketing pharmaceuticals from here to Mumbai. Meet GlobalHue's Don Coleman, eBay's Richelle Parham, PepsiCo's Frank Cooper Ill, and Merck's Charlotte McKines. They represent just a sampling of the innovators found on our latest exclusive roster: BLACK ENTERPRISE'S Top Executives in Marketing & Advertising.
For this groundbreaking list, our editors selected more than 100 of the highest-ranking and most influential execs who have positioned the world's most valued brands, engaged consumers, and generated millions in revenues in the process. Ranging from C-suite corporate professionals to BE 100s CEOs, some have created ads that move millions to act while others have targeted influential segments of our multicultural world. These men and women are among chief marketing officers, senior vice presidents, senior media directors, creative directors, brand strategists, and other such business leaders overseeing multimillion-dollar campaigns, controlling media buying, and creating new audience development strategies.
Why did we choose to develop such a list now? "The rules have changed," asserts PepsiCo's Cooper, responding to generational shifts and a society driven by social media and other emerging platforms.
Moreover, we found it vital to shine a spotlight on today's generation of leaders as the sector undergoes a major transition. For example, the Advertising Educational Foundation, forecasts that ad spending targeted at minority audiences is expected to jump significantly as 2010 Census data is revealed. This development should be good news for African American advertising agencies. However, such firms continue to face pressure from general market firms, which have been developing in-house multicultural shops as they lose ground in media buying and engage in less lucrative consulting and creative jobs. On the corporate front, trade associations and publications continue to admit that African Americans remain woefully underrepresented. On the following pages, you'll find a list of executives and entrepreneurs seeking to raise the game, make new inroads, and become a transformative force within the industry.
To select our top executives in marketing and advertising, BE'S editors sought to identify the highest-ranking and most influential corporate professionals and entrepreneurs in the field. As part of our comprehensive search, our editorial researchers contacted the nation's leading 100 U.S. advertisers, the top 100 global marketers, and general market advertising firms, as well as reviewed our proprietary database of the nation's largest black advertising agencies developed by BE Research. We further consulted scores of advertising experts and marketing consultants, contacted top officials at and reviewed materials from leading trade associations, and pored over hundreds of biographies and resumes. Our editors did not include executives associated with nonprofit organizations or public relations firms on this list. The roster also excludes general counsels, chief diversity officers, human resources officers, corporate foundation executives or senior managers who oversee media relations, public affairs, investor relations, community development, and government affairs. All executives on this listing held their positions as of Dec. 31, 2010. All marketing and advertising firms must have been in business for the full calendar year.
Our selections met the following criteria:
Agencies: Executives who hold C-suite positions such as CEO, CMO, or creative director and/or senior executive positions in management, sales, and creative areas of their firms. Managing significant lines of businesses, they serve as a representative on or report to the leadership team of a major agency as well as significantly contribute to that firm's revenues and/or billings or lead creative direction and execution. They also maintain significant budget authority and have achieved leadership or innovator status within their field.
Corporate: Executives who hold C-suite titles and/or senior management rank including but not limited to the CMO, EVE and SVP positions in marketing and advertising within the parent company or key operating units. They are responsible for significantly contributing to their company's revenues, overall corporate branding strategy, and/or marketing of key products and services, development and promotion of major product lines, and oversight of social media strategy for corporate brands and products. They also maintain significant budget authority and have achieved leadership or innovator status within their industry.
Paul G. Alexander
Senior Vice President and Manager, Communications
Liberty Mutual Group Inc.
Liberty Mutual's top brass look to Paul Alexander to build the brand both in the U.S. and internationally using the "Responsibility" platform and positioning. The top executive oversees all marketing initiatives for the nation's fifth largest property and casualty insurer. Alexander is responsible for partnering with design firms and ad agencies for print, social media, and innovative technology from Androids to iPads. He was instrumental in launching Liberty Mutual's 2009 social awareness campaign and new editions of its popular Responsibility project. He takes pride in the "Pay It Forward" television and online advertisements that use the selling line "Responsibility. What's Your Policy?" Alexander has been senior vice president and manager, communications for the Liberty Mutual Group since 2009. He joined the company after serving as vice president, global advertising and package design at Campbell Soup Co.--Carolyn M. Brown
Donald A. Coleman
Chairman & CEO
Don Coleman is a highly regarded pioneer in the field of multicultural and cross-cultural marketing. In addition to targeting ethnic-specific segments, his agency focuses on young adult markets. GlobalHue works with blue-chip brands, including Verizon, Wal-Mart, FedEx, Subway, and the U.S. Census Bureau. Coleman and his team spearheaded the launch of Neon for Chrysler, the Jeep Cherokee Classic, and Bermuda Department of Tourism ad campaigns. GlobalHue was formed in 2002 through the merger of several shops: the Don Coleman Agency, Innovasia Communications, and Montemayor y Asociados. Under Coleman's leadership, GlobalHue has grown to be No. 1 on the BE ADVERTISING AGENCIES list with $483.5 million in billings. An All-American athlete, Coleman ventured into advertising following a short-lived career in the National Football League playing for teams such as the New Orleans Saints and the New York Jets. He worked at Chicago's Burrell Advertising prior to starting his own agency.--C.M.B.
National Media Manager
Toyota Motor Sales U.S.A. Inc.
Exploring new platforms to communicate with consumers is a...