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Tania Haigh

Tania Haigh

Marketing executive Tania Haigh, most recently the lead for women and moms marketing initiatives at McDonald’s USA, today announced the launch of Magnolia Insights, Inc., a marketing strategy firm specializing in marketing to women and moms. A 15-year marketing industry veteran with a decade of insight gleaned from various roles at McDonald’s USA, Haigh aims to better position brands by addressing the lag in effective marketing to women and moms.

Haigh, along with her co-presenters Julie Wenger of McDonald’s and Sweta Kannan of DDB, won the Take The Cake Best Speaker award at the 2014 M2W® – The Marketing to Women Conference, for their session “W.O.W. Winning Over Women at McDonald’s”.

Magnolia will have a dynamic offering, focusing on support for brands as well as media and publishing companies, and providing thought leadership in the industry. The firm will cater to consumer brands in the technology, food/beverage, entertainment, health and fashion/home segments. A multi-cultural and multi-lingual woman herself, and with experience in ethnic marketing, Tania Haigh founded Magnolia to elevate cross cultural applications across all of its practices.

“I launched Magnolia with the intention of keeping the woman and mom consumer at the center of marketing planning,” said Haigh. “Women hold major purchasing power but too often brands do not nurture this consumer segment by developing plans that establish a meaningful emotional connection.”

Magnolia Insights’ portfolio of services includes integrated marketing campaign development, brand management and positioning, consumer insights across age/life stage of product, message architecture and mapping, content marketing planning, marketing and PR integration, blogger/publishing brand integration, as well as workshops and public speaking, for both local and national clients.

Magnolia’s current client roster includes Crowdtap, the leading social influence marketing platform, ROWDYDOW bbQ as well as Better Retail and its associated brands.

In 2014, Haigh was named a “Top 40 Under 40 Marketer” in the Midwest by Brand Innovators, an industry trade organization.

“Magnolia Insights is great partner when it comes to providing expertise around the unique habits and behaviors of moms,” said Anna Kassoway, CMO of Crowdtap, The People-Powered Marketing Platform.

Magnolia Insights will be headquartered in Chicago’s West Loop, opening in first quarter 2015.

bcureful donation check

Members of the board of Bcureful present their donation to the staff of the Tuberous Sclerosis Center at Ann & Robert H. Lurie Children’s Hospital of Chicago.

 

After attending M2W® in 2011, Julie Scroggins, VP & CFO of family-owned and operated Waukegan Tire and Supply Company in suburban Chicago, was inspired by the women she heard on stage and decided it was time to do something she had been thinking about for a while – she launched Bcureful, a non-profit organization whose mission is to accelerate research towards a cure for Tuberous Sclerosis Complex (TSC) and raise awareness about this genetic disorder that her own daughter had been diagnosed with a few years earlier. She was awarded the Full Circle Award in 2012 which is given to marketers or business leaders who have best demonstrated how the M2W conference has positively impacted their work or has given them the impetus to start something new. In Julie’s case, she created something where once there was nothing. As of today, Bcureful has made contributions to the Comprehensive Epilepsy Center at NYU Langone Medical Center for TSC research and to Lurie Children’s Hospital of Chicago to aid in the development of their new TSC Center. Visit Bcureful.org to learn more about TSC and the road to a cure.

Girl Scouts of the USA wants that cookie on your computer to be their cookie. The winners of M2W® 2014’s “These Girls Mean Business” Award yesterday launched their Digital Cookie e-commerce program, designed to let consumers find a local scout who is selling cookies and buy directly from them. As noted in this article, “the number one reason that people don’t buy Girl Scout cookies… (is) because they don’t know a Girl Scout.”

M2W® 2014 Supported Girl Scouts of the USA, and Kelly Parisi, Chief Communications Executive for Girl Scouts, spoke at the closing luncheon about their engagement with the Ban Bossy campaign developed by Sheryl Sandberg. Members of a Chicago-area Girl Scout troop attended the lunch as guests of M2W®, and in a surprise announcement, accepted the annual “This Woman Means Business” award (which was changed for the occasion to “These Girls Mean Business”) on behalf of all the Girl Scouts of the USA, who are making a difference in the quality of our world. M2W® Co-founder Nan McCann mentioned that Juliette Gordon Low, founder of Girl Scouts, once said, “Scouting rises within you and inspires you to put forth your best.” In the Ban Bossy campaign, and in everything they do, Girl Scouts of the USA are putting forth their best.

Who M2W will honor and support in 2015? Register now for the 11th Annual M2W® – The Marketing to Women Conference to find out!

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