Lee Jeans learns the language (and practice) of integrated marketing

The role and function of marketing within Lee Jeans is the focus of this paper from WARC Online U.S. editor, Geoffrey Precourt.

Lee Jeans Learns the Language (and Practice) of Integrated Marketing

Geoffrey PrecourtWARC Online

It was the kind of attention-grabbing opening that seemed particularly well suited to a Marketing Accountability & Effectiveness conference: "Over the last three years, our marketing ROI has more than doubled," Liz Cahill, Lee Jeans vp/marketing, told an all-day gathering in New York City assembled by the Association of National Advertisers (ANA).

"We took back the brand and honored it," was Cahill's top-line conclusion. But her deeper analysis showed how marketing had taken embraced advanced analytics to make its performance more efficient and serve the...

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