Eileen Campbell has a long history of leadership in marketing and research. She most recently served as chief marketing officer for IMAX Corporation, where she led the company’s marketing interactions with leading Hollywood studios. During her tenure, IMAX’s revenue grew significantly faster than overall cinema industry growth. Prior to IMAX, Campbell served as Global CEO of Millward Brown. In addition to leading Womintuition, an umbrella for her consulting and other business interests, she is also a member of the board of advisors for Reimagine Holdings Group. She holds a bachelor’s of science, cum laude, in economics and business administration from Heidelberg University.
[0:30] – Getting to know Eileen.
[1:50] – The transition from market research exec to CMO at a big brand.
[2:46] – What MR agencies can do to better connect with CMOs and their client’s marketing dept.
[4:35] – What surprised you most when you moved into the CMO chair?
[5:58] – A different perspective of MR as a CMO.
[6:41 – Don’t allow a credibility gap to form between what your salespeople are promising and what you can deliver.
[7:21] – Where the best opportunities are for market research to impress.
[9:28] – Key trends and issues researchers need to focus on now.
[10:20] – Thoughts on sample quality.
[11:50] – The single best predictive tool at IMAX.
[14:27] – Advice for smaller and mid-sized MR agencies.
[17:35] – Helping companies understand and overcome gender bias.
[19:35] – How to better engage young workers in research.