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September 14, 2003
Hail to the (Marketing) Chief
New York City Mayor Michael Bloomberg is tilling brave new soil: In April 2003, he hired a chief marketing officer for the city of New York, apparently a first for a municipality.
Joseph M. Perello was a sports marketing consultant prior to his new role as the Big Apple's marketing guru. His first effort was announced this week: A deal with Snapple to be the official beverage provider among a panoply of city properties, including schools.
As far as marketing deals, this one is a standard fit for someone who's engineered sponsorships, as Perello had in the past in his previous work.
What's more interesting is that a city -- any city, much less New York -- has a marketing officer, and that's where Perello has an opportunity to create a new model. It will be interesting to watch if Perello pushes government to be more customer-focused in his marketing role or if he merely monetizes properties that are, by definition, owned by the public.
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