Mostly Marketing by Theresa B. Clarke

Sharing my love of marketing. Helping marketing students, marketing practitioners, & marketing professors connect with one another. Passionate about nurturing new marketing talent. Enjoys sharing novel ideas about a wide variety of topics…but mostly marketing.

Industries to Avoid for the Google Online Marketing Challenge

When selecting a business or non-profit organization for the Google Online Marketing Challenge (GOMC), Google recommends avoiding businesses with large advertising budgets and highly competitive industries.  Some of the industries to watch out for are web hosting/design, insurance, law firms, debt consolidation, pest control, and movers/shippers.

Just how expensive are keywords in these industries?  Using data from their Free Keyword Tool take a look at what WordStream reported in their 2017 edition of the 25 Most Expensive Keywords.  They found the most expensive keyword to be “business services” with an average cost-per-click of CPC of $58.64.  The actual CPC could be much higher!  So on a Google Challenge budget of $250, that keyword alone would swallow up the entire budget and only generate 4-5 clicks.

In addition to these industries, I suggest staying away from bail bond services, casinos, asset management, online degree programs, psychics, time shares, and plumbers for the GOMC.  If students want to pursue the GOMC’s Social Impact Award, ensure select the right type of eligible NGO.  Read item #7 in the GOMC Terms and Conditions to learn which organizations are not eligible as clients. Ensure to review Google’s Advertising Policies to learn the prohibited content like counterfeit products, weapons, and fireworks, as well as restricted content such as alcohol and healthcare.  But not to worry, there are many promising businesses and non-profit organizations remaining.

AdWords Certifications from the JMU GOMC Class of 2017

I am pleased to announce that the names of JMU GOMC Class of 2017 students who have passed the exams necessary to become AdWords Certified.  The certification is a professional accreditation that Google offers to individuals who demonstrate proficiency in basic and advanced aspects of AdWords. According to Christopher S. Penn, professional marketing certifications provide value in two key areas:  a) signals of base knowledge, and b) heuristics we use to make judgments about others.

Certified students from my MBA 625 course include:

Join me in congratulating the ENTIRE class of students enrolled in MKTG 477!

  1. David Bruce – Display
  2. Annalise Calpabo – Search, Mobile, Video, Display, Shopping
  3. Nicole Carothers – Search
  4. Maddie Divita – Search
  5. Caroline Galiwango – Search, Mobile, Video, Display, Shopping
  6. Ashley Glennon – Search, Display
  7. Allie Hammond – Search
  8. Devin Hogue – Search, Shopping
  9. Riley Jamison – Search
  10. Lauren Jones – Search
  11. Jordan Kimball – Search
  12. Rachel Kirbabas – Search
  13. Katie McGee – Search
  14. Michelle Mullins – Search
  15. Brendan Reece – Search, Display
  16. Raquel Sheriff – Search
  17. George Shtern – Search
  18. Joey Scully – Search
  19. Emily Vaeth – Search, Mobile, Video, Display, Shopping, Analytics
  20. Amanda Zwerin – Search, Display, Analytics

The JMU GOMC Class of 2017

Top Performers in the 2017 Silverback Strategies AdWords Test Challenge at JMU

As part of the kickoff meeting for my MKTG 477 class, our good friends from Silverback Strategies generously donated a collection of very cool prizes. The prizes serve to motivate my MKTG 477 students to study hard and perform well on my AdWords test given during the second week of the the semester.  We refer to this unique program as The Silverback Strategies AdWords Test Challenge.  The top performing student gets first pick from the prize pool, the second highest student gets the second pick, and so on.  On behalf of all of the students in my class, BIG thanks to Silverback Strategies for supporting the AdWords Test Challenge for three consecutive years.

Allie Hammond, Winner of the Silverback Strategies AdWords Test Challenge

Allie Hammond, Winner of the 2017 Silverback Strategies AdWords Test Challenge 

Allie Hammond is our grand prize winner for 2017 as she achieved the highest AdWords exam score in the class.  Allie is a senior marketing major and a mathematics minor.  She worked as a marketing intern at National Spine & Pain Centers and currently is the Marketing Manager at JMU’s Center for Entrepreneurship. Allie was recognized by Marketing EDGE in 2016 as a member of the 3rd Place Bronze Winning Team in the Collegiate ECHO marketing competition. Congratulations to Allie on her strong performance!

Michelle Mullins earned the second highest exam score. Michelle is a junior marketing major and a communications intern at JMU where she writes for the Daily Duke.

Rachel Kirbabas, a senior marketing major with a minor in art, achieved the third highest score. Rachel worked as Merchandising Intern at Kitty Hawk Kites, Inc.

In addition to the aforementioned students, I wish to recognize the first three students in my class to earn their AdWords Certification, a professional accreditation that Google offers to individuals who demonstrate proficiency in basic and advanced aspects of AdWords. Joey Scully was my first certified student this semester.  Joey is a senior marketing major, a staff writer for JMU’s Breeze, and the Director of Film for the JMU University Program Board. Lauren Jones was second in the class to complete the certification.  Lauren worked last summer as a digital marketing intern at R2Integrated. Brendan Reece, a senior marketing major, was the third student to earn the certification.  Brendan works as an Operations Manager in the JMU Student Success Center.

2017 Silverback Strategies AdWords Test Challenge Winners

2017 Silverback Strategies AdWords Test Challenge Winners

JMU Marketing Students Participate in 2nd Annual CoB MLK Jr. Day of Service to Help Local Non-Profit

On Martin Luther King Jr. Day the JMU College of Business (CoB) participated in its second MLK Day of Service inclusive of many CoB students, organizations, and faculty members. Students in my MKTG 477 class celebrated their MLK Jr. Day by making a difference for a local non-profit, the Explore More Discovery Museum (EMDM).  This service project was a continuation of the students’ task from the GOMC Class of 2016 when they generated creative and effective marketing ideas for birthday parties held at the museum. This year’s students focused on ideas for increasing party and membership sign-ups as well as branding the museum. EMDM’s birthday events are designed to alleviate parent’s stress while providing a stimulating experience for the children. The MKTG 477 class excelled in a fast paced environment with new group structures. I asked three of my students to write a guest blog post about their experience. Here is what Michelle Mullins, Amanda Zwerin, and Brendan Reece had to say…


The 2017 Google Online Marketing Challenge (GOMC) class was introduced to the MLK Jr. Day of Service during our first class in December. After group discussions during our first meeting, we decided that our skills would be best put to use by continuing the efforts of the GOMC 2016 class, especially since Dr. Clarke encouraged us to use our strengths to give back to the community.

“MLK worked tirelessly to make my life better so I love giving back in his memory” Raquel Sheriff, Blue Team

Dr. Clarke coaches Lauren Jones, Allie Hammond, Jordan Kimball, and Annalise Capalbo on the Green Team while they work to solidify their marketing proposal.

Last year’s students developed new ideas to promote birthday parties held at the museum. They successfully supplied The Explore More Discovery Museum (EMDM) in Downtown Harrisonburg with marketing plan ideas to increase birthday parties sales. The 2017 GOMC students were excited to pick up where the talented students before them had left off and brainstorm more ideas to help spread awareness of EMDM’s birthday events and increase memberships.

Students were given an opportunity to branch out from their GOMC groups and conceptualize innovative ideas with new teammates, each of which had a different team color assigned to them.

“It was really great getting to know and work with other students in the class that I otherwise wouldn’t have had the opportunity to interact with.” –Riley Jamison, Red Team.

David Bruce, Emily Vaeth, Riley Jamison, and Caroline Galiwango of the Red Team bonding and brainstorming for EMDM.

Dr. Clarke’s students are given one of four roles for her course:  Team Captains, Account Managers, Strategists, and Analysts.  Today, she had the “Strategists” step up to lead the teams for the day. All other class members were randomly divided into cross-functional groups to work together on our class goal: converting birthday party participants into members at EMDM, as well as further branding the museum. The 2017 GOMC students made it their mission to discover ways to make EMDM birthday parties more attractive to parents and children and spread the word about the great opportunities EMDM has to offer.  This project required each team to utilize their creative talents under strict time constraints.

“Thinking of ideas that are easy to implement and realistic to achieve was challenging but rewarding.” Devin Hogue, Yellow Team  

George Shtern, Devon Hogue, and Madeline Divita from the Yellow Team talking about new marketing ideas for the EMDM.

The Explore More Discovery Museum has basic party options and additional themes that can be added depending on the child’s interests. Other add-ons include Explore More souvenir cups, ice cream cups and more! The participating students wanted to emphasize that the hard-working staff at EMDM makes birthday parties easy and enjoyable for both parents and children. Continuing branding for the museum is important for museum foot traffic and potential membership opportunities for visitors.

“I really liked being able to utilize the marketing skills that we’ve learned in our classes to help out a local non-profit organization.” –David Bruce, Red Team

As a result of the GOMC MLK Day of Service, several great ideas emerged related to new party themes, coupons/discounts for parents, and small scientific projects to complete at home. Expanding informational materials throughout the facility can be helpful for showing parents and children what other opportunities EMDM offers. Our birthday party enhancement and branding recommendations are low cost and exciting for participants. One common idea that all students supported was a loyalty program to incentivize families returning after attending a birthday party.

“It was cool to see like-minded marketing students come together with similar ideas and build off each other.” Nicole Carothers, Yellow Team

Participating in service directly related to our skills created a unique experience for the GOMC students. Marketing is not only our area of study but has also become a way for us to give back to the local community. Collaborating with our classmates allowed us to develop great ideas for the EMDM. Students were able to collectively dedicate 50 hours with a clear purpose and goal in mind. It was an exciting and unique service experience that all students had fun participating in. We look forward to seeing this project continue with future GOMC classes!

The JMU Google Online Marketing Challenge Class of 2017 in Showker lobby–post brainstorming and pre-pizza–at the 2nd Annual College of Business Martin Luther King Jr. Day of Service!  #jmucob  #mlkday2017  #jmucobmlk  #jmumarketing  #jmugomc17

Gilbert “Gilly” Bosomtwe Leads UDS Team to GOMC Semi-Finalist Designation

I had the distinct pleasure of meeting Gilbert “Gilly” Bosomtwe in February when he contacted me with a few questions about the world’s largest online marketing competition, the Google Challenge (GOMC).

Gilbert Bosomtwa

Gilbert Bosomtwa, 2016 GOMC Team Leader

Gilly was serving in the role of Team Captain for his own GOMC team while also managing two other teams at the University for Development Studies in Ghana, Africa.  He also worked as a former Google Student Ambassador from 2013-2014 at his college.

Over time, our mentoring relationship turned into a virtual friendship as we communicated via email about the GOMC.  Gilly always had great questions and fortunately I was able to answer most of them!

Over 2,100 teams participated in the 2016 GOMC.  In the end, Gilly and his amazing team were designated as a Semi-finalist, ranking as the #2 team in Ghana and #13 in the Middle East & Africa Region!  I wish to extend congratulations to Gilbert K. Bosomtwe, Silas Kotoku, Priscilla Sasu, and Mohammad Ali Katu for their stellar performance.  The team competed in the 2016 Google Online Marketing Challenge (GOMC) under the direction of Francis Dittoh who serves in the role as ICT lecturer and university webmaster.

I thoroughly enjoyed working with Gilly and wish I could have done more in a mentoring role that spanned two continents.

Francis Dittoh, Gilbert K. Bosomtwe, Priscilla Sasu, Silas Kotoku and Muhammad Ali Katu

From left to right: Francis Dittoh, Gilbert K. Bosomtwe, Priscilla Sasu, Silas Kotoku and Muhammad Ali Katu

 

 

Sweet Sweep for JMU in the 2016 Google Online Marketing Challenge

After evaluating thousands of accounts and reports, Google announced the 2016 winners of the ninth running of the Google Online Marketing Challenge (GOMC). I am delighted to report that James Madison University students in the College of Business earned top placements in all three competitive categories of the GOMC:  AdWords Business, Social Impact, and Social Media Marketing.  According to the 2016 GOMC results, there were over 500 professors and 10,000 students from more than 60 countries in this year’s GOMC. 

 

The James Madison University Google Online Marketing Challenge Class of 2016 under the direction of Dr. Theresa B. Clarke.

The James Madison University Google Online Marketing Challenge Class of 2016 under the direction of Dr. Theresa B. Clarke, College of Business, Department of Marketing.

Lynn Radocha (Team Captain), Alex Adley, Maianh Phan, Cari Ross, and John Thompson were selected as the Americas Winner of the 2016 GOMC AdWords Business Award.  As the highest ranked team in the North, Central, and South American region, they earned a special two-night trip to Google headquarters in Mountain View, CA as part of a prize package which also includes computing devices from Google and other very cool awards.  Additionally, this team was a Google+ Social Media Marketing Finalist (top 5 in the Americas region) and was also named the 3rd Place Winner of the 2016 GOMC AdWords Social Impact Award through their work with a local animal shelter located near JMU. The team’s non-profit client, the Rockingham/Harrisonburg SPCA will receive a $5,000 donation from Google as a result of their global win in the social impact category. 

Kudos to Lynn, Alex, Maianh, Cari, and John for their hard work, desire to excel, perseverance, and keen sense of timing on so many different aspects of the GOMC.  When faced with challenges, they stuck together as a strong team and were prepared to do whatever was necessary to get the job done.

Emily Maynard (Team Captain), Jacob Brown, Amy Goffe, Christine Provino, and Jacob Shibley were named an AdWords Business Semi-Finalist (one of the top 15 teams in the Americas region) and the 1st Place Winner of the 2016 GOMC AdWords Social Impact Award. Their first place global win earned a $15,000 donation from Google for their client, the Children’s Science Center, a non-profit organization dedicated to filling the gap in Northern Virginia with a permanent, world-class interactive exploration center that incorporates traditional museum exhibits with cutting edge discovery experiences. These students will receive a computing device from Google as well as an exciting opportunity to participate in a Google+ Hangout with members of the Google Grants team.

Props to Emily, Jacob B., Amy, Christine, and Jacob S. for professionalism, positive attitudes, and for taking well-calculated risks in their online marketing strategy.  I will always remember this team for being so nimble and colorfully creative throughout their GOMC experience.

Google selected Matt Deters (Team Captain), Caitlin Fikac, Natalie Krewin, Molly McDevitt, and Claudia Schnorbus as the Americas Winner of the 2016 GOMC Google+ Social Media Marketing Award.  The Google+ Social Media Marketing Award represents an optional component of the Challenge that allows students to gain a more in-depth understanding of online marketing by developing and executing a five-week social media marketing campaign via Google+.  Their client was Poricy Park Conservancya New Jersey-based non-profit with 250 acres of open space, wildlife and their habitats, prehistoric fossil beds, and the Historic Murray Farmhouse.  The student team will receive a computing device from Google for winning the top social media marketing award in the Americas region.

Compliments to Matt, Caitlin, Natalie, Molly, and Claudia for strong performance in a highly competitive category…social media. This team was so thoughtful and patient, as well as adept at finding unique angles to solve various strategic online marketing challenges faced throughout the competition.  They created over 200 social media posts for their client and had the highest number of reshares and reshares-per-post in my class. 

The team of Alexandra Ender (Team Captain), Rachel Broudy, Annie Delafield, Elka Feinstein, and Laura Hart was among the top five teams in the Americas region in two categories.  The team was named a Google+ Social Media Marketing Finalist and an AdWords Social Impact Finalist.  Their client was The Campagna Center, the largest non-profit in Alexandria, VA that offers developmental programs for lower income residents in the community.

Congratulations to Alexandra, Rachel, Annie, Elka, and Laura for their two top five placements in the Americas region.  I appreciated this team’s eagerness to serve their client, learn from their mistakes, and focus their work into meaningful and productive efforts. 

JMU students on the winning teams will be awarded a personalized certificate of appreciation from Google noting their status in the 2016 competition.  I am incredibly proud of the phenomenal accomplishments from the Class of 2016 and the online marketing impact they made on their clients. The combined win of $20,000 in Google donations will go very far in assisting two non-profits, located in the Commonwealth of Virginia, that focus on the development of children and the welfare of animals.

I am indebted to the many individuals who supported the journey for the Class of 2016, especially my highly dedicated JMU GOMC alums. Thank you does not seem enough to express the deep gratitude I feel for all that they do to reinforce and enrich the educational mission in my class — or more appropriately, OUR CLASS.  Every year, we grow stronger because of loyal partners to the JMU College of Business who are prepared to make the difference! 

I look forward to seeing what JMU Dukes will do in our 10th year of the GOMC.  For information about applying for the JMU GOMC Class of 2017, visit http://theresabclarke.com/gomc.

Google Challenge 2016 at JMU with Dr. Theresa Clarke.




The JMU GOMC Class of 2016 Completes Their Journey

JMU students completed a ninth consecutive year participating in the Google Challenge (GOMC) at James Madison University.  There were some big changes to MKTG 477 in 2016.  As you can see from our traditional year-end class photo below, the most notable change was a larger class size compared to years past.  Another change was that every student in the Class of 2016 earned their AdWords certification by March 1.  Almost all of these students will be graduating from JMU this Friday. I wish them all the very best as they leave their roles as students and begin new phases of their lives as marketing professionals.  I hope in some way I have made a meaningful difference in how they choose to approach their new role.

JMU Google Challenge Class of 2016 with Dr. Theresa B. Clarke

On behalf of the 25 students from the JMU GOMC Class of 2016, we are grateful to the many supporters for the MKTG 477 course.

We owe a debt of gratitude to Google for running the Challenge each year.  There is no other educational experience quite like the GOMC.  Between the AdWords Business component and the optional Social Media Marketing component using Google+, students get eight weeks worth of planning, executing, and analyzing a digital marketing experience while working with actual clients and a real budget.  I have always said “they [Google] don’t call it a challenge for nothing” and this year was no exception.  All teams faced unique hurdles, but that is something I appreciate, expect, and respect about the GOMC.  I consistently hear from alums how they didn’t realize at that time how the JMU GOMC experience had a major role in starting their growth into the marketing professionals they are today.

Thank you to five non-profit organizations that served as clients for JMU.  Thank you for putting your trust in JMU students to take over your Google+ accounts for social media marketing and for giving them a chance to explore how AdWords can help to meet your organization’s goals.  In the end, we hope that your participation in the GOMC advanced your marketing goals a bit further.

Thank you to our agency partners from firms in Harrisonburg, Charlottesville, Richmond, Alexandria, Baltimore, and Philadelphia for providing guest speakers, career opportunities, scholarships, prizes, company swag, and networking opportunities.  We are grateful for your continuous and enthusiastic support of the educational mission at JMU.

2016 Guest Speakers at JMU in MKTG 477

Thank you to 25 dedicated JMU GOMC alumni who served as mentors for the Class of 2016.  I am confident that your friendship and support meant so much to the students while they were on their GOMC journey.

JMU GOMC Mentors for the Class of 2016

Finally, a belated thanks to the 16 mentors from our 2015 pilot test of the professional mentor program.  Because of your successful work, the professional mentor program is now a permanent part of all future MKTG 477 classes.

JMU GOMC Mentors for the Class of 2015

AdWords Certifications from the JMU GOMC Class of 2016

AWcertexample In my recent post about the importance of AdWords certification for digital marketing students, I referenced a Google Hangout with the GOMC team.  In this Hangout, I shared how the Google AdWords Certification exam is a new course requirement  in MKTG 477.

Here is an excerpt from my spring 2016 syllabus:

The AdWords Professional Certification Exam:  To earn the certification, you need a passing score on two exams:  the AdWords Fundamentals Exam and one other advertising exam (the Search Advertising Exam is recommended).  To earn credit for my class, send me your certification URL via email before the due dates listed below.  You can earn more points by passing the exam earlier in the semester rather than later.

Pass date before March 1 = earns the full 5%
Pass date before April 1 = earns 3%
Pass date before May 1 = earns 1%

I am pleased to report that 100% of my students passed the Google Certification Exam by March 1.

Join me in congratulating ALL twenty-five students from the JMU GOMC Class of 2016:

  1. Alex Adley
  2. Rachel Broudy
  3. Jacob Brown
  4. Annie Delafield
  5. Matt Deters
  6. Drew Dyer
  7. Alexandra Ender
  8. Elka Feinstein
  9. Caitlin Fikac
  10. Morgan Foran
  11. Taylor Glazebrook
  12. Amy Goffe
  13. Laura Hart
  14. Natalie Krewin
  15. Emily Maynard
  16. Molly McDevitt
  17. Alex Murphy
  18. Maianh Phan
  19. Christine Provino
  20. Lynn Radocha
  21. Cari Ross
  22. Claudia Schnorbus
  23. Patrick Shamburger
  24. Jacob Shibley
  25. John Thompson

I loved this tweet from @AdWords after Molly McDevitt shared her professional credential in Twitter.

AdWords Tweet to Molly McDevitt

 

An Idea for Team Roles within the GOMC

Below is an excerpt from a survey that I give to my MKTG 477 students.  Based on their responses, I try to figure out their strengths, weaknesses, and interests and then use that information to form the class into balanced teams.

Survey:

Read the descriptions below about different types of roles. Then, answer the questions that follow about these roles.

  1. TEAM LEADER: Likes to take charge.  Enjoys leading/motivating others, time management, project management, meeting deadlines, organization, and writing. Knows how to manage/disseminate electronic information quickly and correctly through electronic and other means. Enjoys planning, working with schedules, logistics, and getting information to the right place at the right time. Detests procrastination.
  1. ACCOUNT MANAGER: A very social and people-oriented person. Enjoys working with organizations, clients, and external constituents. The primary point of contact between your client and your team. A sales-oriented, relationship-oriented, extroverted person. Extremely professional and mature. Not afraid to communicate with people who are older and more experienced.
  1. STRATEGIST: Enjoys developing long-term and “big picture” marketing strategies. Good at finding market opportunities and figuring out innovative ways to achieve marketing goals. Good at seeing how many moving parts can fit together into a larger whole. A visionary.  Avid reader of popular press articles about the marketing industry and enjoys learning about many different aspects of marketing.
  1. ANALYST: Loves working with data, details, numbers, analytics, and technology. Good at develops detailed, short-term, and fine-tuned marketing tactics. Strong eye for detail, not afraid of online marketing interfaces. Prefers working with data rather than people.
  1. BRAND MANAGER. Enjoys branding, community service, and working with social media. Very strong communication skills with a good eye for detail and visual communications. Interested in personal branding of yourself and helping others do the same. Has a knack for finding ways to improve ads, messages, packages, products, etc. Always looking for ideas on how to make things look better.

Based on the above descriptions, which role are you most drawn to?

  • 1. TEAM LEADER
  • 2. ACCOUNT MANAGER
  • 3. STRATEGIST
  • 4. ANALYST
  • 5. BRAND MANAGER

Based on the above descriptions, which role are you least drawn to?

  • 1. TEAM CAPTAIN
  • 2. ACCOUNT MANAGER
  • 3. STRATEGIST
  • 4. ANALYST
  • 5. BRAND MANAGER

Based on the above descriptions, what role are you most interested in further developing? You can further develop your biggest strength, you can further develop your biggest weakness, or you can further develop the choice that fell in the middle.

  • 1. TEAM CAPTAIN
  • 2. ACCOUNT MANAGER
  • 3. STRATEGIST
  • 4. ANALYST
  • 5. BRAND MANAGER

From their responses, I assign students into teams and give them one of five roles.  Each role comes with certain tasks and class assignments as well as opportunities for leading their team in specific parts of course experience.  For example, the Account Manager lead a “Letter to Business” assignment and the Analyst leads the team in metrics reporting assignments.  In addition to assignments, each role is responsible for leading their team in suggested areas of the report writing process.  When I say “leading their team”, I mean just that.  Students are expected to lead the other four team members in accomplishing report goals; they are not expected to write sections of the reports on their own.

Suggested Leadership Roles for the Google Online Marketing Challenge Written Campaign Reports

Google+ Pre-Campaign Strategy

  • Brand Manager leads  (tip:  get help from Account Mgr)

AdWords Business Pre-Campaign Strategy

  • Account Manager leads pages 1 and 2  (tip:  get help from Brand Mgr)
  • Strategist leads pages 3 and 4

Google+  Post-Campaign Summary

  • Brand Manager leads (tip:  work with Analyst)

AdWords Business Post-Campaign Summary & Impact Statement

  • Analyst leads Executive Summary
  • Strategist leads “Campaign Overview” and the “Evolution of The Campaign Strategy” sub-sections within the Industry Component (located within pages 2-6).
  • Analyst leads “Key Results”, “Conclusion”, and “Future Recommendations” sub-sections within the Industry Component section (located within pages 2-6).
  • Team Captain leads Learning Component (pages 7 and 8)  and Impact Statement (pages 9 and 10)
The JMU GOMC Class of 2016: Five Team Captains, Five Account Managers, Five Strategists, Five Analysts, and Five Brand Managers.

The JMU GOMC Class of 2016: Five Team Captains, Five Account Managers, Five Strategists, Five Analysts, and Five Brand Managers.

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