The tricky part was that Dove originally wanted to sue the makers of a parody clip, but came to see it as bringing the company free additional attention.

As for search, Fetherstonhaugh stated, We were always searching for the Holy Grail in how we approach marketing. I believe in many ways we have found it in search.He then named five ways to move search up a CMOs agenda. First, dont start by talking about search. Talk about the customers journey, instead, and point out searchs role in it. Similarly, step two is to equate search to research.Next, rather than put down other forms of marketing, Fetherstonhaugh suggested illustrating how search can complement them. Establish some efficient global practices, and finally finish things off by making your search initiatives feel fresh in addition to functional.