News

Women in Business Q&A: Eileen Campbell, CMO, IMAX
Dec 30, 2014

Eileen Campbell joined IMAX in July 2013 as Chief Marketing Officer. Prior to joining the Company, from 2007 to 2013 Ms. Campbell was the Global Chief Executive Officer for the brand building consulting agency, Millward Brown, and held various other executive positions at Millward Brown from 2000-2007. Prior to that, Ms. Campbell led Angus Reid Group's market research and global expansion divisions. Ms. Campbell was employed at NFO Research from 1979 to 1996, most recently as Senior Vice President. Ms. Campbell is a member of the Council of American Survey Research Organizations.

How has your life experience made you the leader you are today?
I'm from a big family of six kids - five girls and one boy. From the beginning, we were told there was nothing we couldn't do and there certainly weren't any lowered expectations about what the girls in the family were capable of achieving. While we were growing up, my mom always worked - she was a bit of a Superwoman - so I never really imagined that I wouldn't have a career. My dad was a journalist and he taught me the value of listening to other people's stories and suspending my own agenda while gathering the facts. That has probably been one of the most important lessons I've taken into my professional life. Everyone has an interesting story and listening lets you see the world through their lens, not just your own.

Maybe it was the big family or an Irish Catholic upbringing, but I was constantly reminded that it wasn't "all about me". Strong leaders have to make decisions that are not always in their own personal, best self-interest. When you understand that, you're more open to compromise, more empathetic to opposing views and clearer about which issues really matter most for you and your organization.

How has your previous employment experience aided your position at IMAX?
I have been incredibly fortunate throughout my career in that I have had the opportunity to work with many of the world's greatest brands. While I was the CEO of Millward Brown, we worked with 81 of the world's 100 leading brands. It was the most amazing laboratory of marketing activities and leadership styles one could have ever hoped for. It was also an extraordinarily data-rich environment. I can't imagine a career where I could have learned more from the globe's greatest marketers while being able to measure - both quantitatively and qualitatively - what drove their success! I'm trying to translate that learning into marketing success for IMAX.

My earlier career also gave me a truly global view of business. IMAX operates in 58 countries around the world, and I think I had visited nearly every one of them before I joined the company!

What have the highlights and challenges been during your tenure at IMAX?
The biggest highlight has been assembling and bringing together an amazing team of marketing and communications professionals. I am incredibly impressed with the diversity of talent on our team, some of who were here when I started and some of who are new additions to the team. Their willingness to collaborate to drive Marketing excellence has really helped us up our game.

I'm proud of how we've begun to think increasingly globally about our business. IMAX has become one of the most internationally relevant brands in entertainment. For example, it's a real highlight to see what an amazing job our team in China has done to make us so famous and successful!

Our biggest challenge is how to connect directly with our end customer, the moviegoer. In some ways, we're an ingredient brand like Intel. We're built into other people's products and sold through other people's outlets. Yet we need to build brand love and loyalty with the moviegoer. And we need to do it on a budget that is appropriate for the size of our company, but that pales in comparison to the huge budgets of our studio partners. Simply put, we are always trying to find ways to "punch above our weight".

To read Eileen Campbell's full Q&A visit Huffington Post.