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Industry: Email Alert RSS FeedWrigley's first CMO battles Cadbury.(News)(Wm. Wrigley Jr. Co.)(chief marketing officer)(Martin Schlatter )(Interview)(Brief article)
Advertising Age, July, 2006
As Wm. Wrigley Jr. Co. faces down competition from Cadbury Adams, it has named its first-ever global chief marketing officer. Martin Schlatter explained to Ad Age's Stephanie Thompson how his new role will help stem share losses to the formidable foe.
Why did CEO Bill Wrigley Jr. choose to name a CMO now?
It's a logical continuation of what the company has done over the past eight years since Bill took over. Ten years ago, marketing was a completely different function, and he has since built up marketing departments and talent and developed a consumer-centric company focused on building global brands. Two-thirds of our business is outside the U.S., with China the fastest-growing country.
What is your mission as CMO?
To build brands...
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