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Today, marketers not only need to mind their P's and Q's but their E-I-E-I-O's too - at least according to Steve Red, president and chief creative officer for Red Tettemer, a creative agency that, among other things, launched the first cell phone marketed exclusively to the "Tween" set. Not to be confused with the refrain of "Old McDonald," Red's mnemonic device was the subject of his keynote address Jan. 25 at the Kellogg School's Marketing Conference. The opening day of the two-day student-led event, now in its eleventh year, occurred at the school's Chicago campus in Wieboldt Hall, drawing nearly 150 participants, mostly corporate professionals who were taking advantage of a conference agenda that blended both theoretical and practical frameworks.
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