This is an entry in our new “Meet the CMOs” feature that will look at the top marketing executives in the nation’s biggest telecom companies. These are the executives who oversee multimillion dollar advertising budgets and are charged with raising their company’s brand profile.
CMO: Diego Scotti
Bio: Scotti was appointed as Verizon’s first CMO in 2014. Prior to Verizon, Scotti served as the CMO of J. Crew, and before that oversaw 20 print and digital media brands at Condé Nast Publications. Earlier, he headed up global advertising and brand management for American Express.
Scotti was recognized as one of the “Marketing Top 40 under 40” by Advertising Age in 2007 and was one of 21 marketers named as “Internationalists” by International Magazine in 2012. He is also a member of the board of directors of the ANA and Ad Council.
How much money does the company spend on advertising? Verizon spent $2.74 billion on advertising in 2016, down slightly from $2.75 billion in 2015.
What’s the company’s marketing message? Facing competition from cable and its three main wireless competitors, Verizon has campaigns geared toward pushing both its wireline and wireless offerings.
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