Scot Safon, MBA '84, executive vice president and chief marketing officer of CNN Worldwide, kicked off the first "Battle of the Brands," the Johnson School's marketing challenge, Oct. 21 in Barnes Hall. The "battle" will involve six competing teams who must create and execute marketing strategies for real, branded products (see sidebar).

In his talk, Safon recounted his personal experiences in marketing in the pre-digital vs. digital age.

Inspired to go into advertising by the 1979 movie "Kramer vs. Kramer," in which the protagonist was in advertising, Safon helped to program Cornell Cinema as a Johnson student. Upon graduation, he was an assistant account executive on such brands as Pepto-Bismol, a dog food and Pampers diapers. Yet he yearned to work on a media account, he said.

That opportunity presented itself in 1991, when Turner Broadcasting (TNT) hired him to create ad campaigns.

"At the age of 31, I found my dream job," he said. "It was not immediate to get there, but I'm glad I paid my dues along the way, because when that opportunity showed itself to me, I was completely ready."

He eventually became the head of marketing, and in 2002 became CNN's chief marketing officer and now, executive vice president.

At CNN, Safon observed a dramatic shift in how products are marketed compared with the early '80s. "Back then, you [were] either a marketing person or a victim of a marketing person," Safon said. Today, consumers know just as much about the product as the marketer, if not more, Safon said.

Battle of the Brands:

Johnson School students interested in marketing are engaged in the "Battle of the Brands," which gives competing teams that were assigned a product a chance to create and execute marketing plans for real products. The two-week competition culminates Nov. 5, when a $1,000 prize, sponsored by American Express, will be awarded.

During the first week of competition, teams selected a target group, determined how to position their assigned product and developed a marketing plan. During the second week, students will execute their plan, promoting their product around the school using a $250 budget and marketing mix of their choice.

On Nov. 4, 4:15-5:45 p.m., students can "buy" the promoted products during the Sage Social in Johnson's Dyson Atrium using fake cash.

The winning team will be determined by a panel of expert judges based on application of marketing concepts, creativity, sales volume, profitability and presentation skills.

"Consumers today are more creative about finding competitive knowledge," Safon said. "They will position a product themselves."

Also, pricing a product has become more difficult due to online, consumer-run retailers. For example, Safon said he bought his cars online: "I ended up buying my cars, not from a car dealer, but from Amazon and eBay for $14,000 each and with very low mileage, and I'm thrilled. I'm a satisfied customer. [To pay] $34,000 for a car at a dealership, you're crazy. Why would you do that?"

Marketers must become more creative with ad placement, he said later: "Screens are everywhere!" Safon exclaimed, with a touch of mock hysteria. "Phone screens! iPad screens! Your laptop! Flat screens at the gym, even!"

However, in the digital era, consumers cannot see the packaging, touch or experience it.

"Social media has become the newest, sexiest part of the marketing mix," Safon said. "Before it would be: 'Who's the best writer at The New York Times or at the major magazines?' Now it's: 'Who's the most influential blogger or tweeter?'"

Also, these days anyone can be a marketer, he said. One of CNN.com's most successful marketing campaigns last year resulted in a tweet from Lady Gaga: "Lady Gaga wrote some op-ed article on CNN.com, and she tweeted about it, and CNN.com had 6 million hits."

The digital era also has changed the nature of purchasing and the marketer's role, he said, making the marketing discussion much more exuberant, creative and authentic.

Marketing in the digital age is a "very fun and exciting place to work," but it is also very changing and unstable, and "there are no rules."

He concluded with advice to students: "Be enthusiastic on how you approach [finding your career]. Be a lifetime learner. I'm on a huge learning curve on my job; it's scary, but exciting."

Chrysan Tung '11 works in the Johnson School.