Owens-Illinois tapped Nike veteran Saga Shoffner to lead its “Glass Is Life” initiative in 2011. Glass container manufacturers were losing market share to alternative packaging suppliers, and the O-I executive team wanted to build a global movement that would underscore the value of glass and prompt brand managers to align their products with sustainability, health and quality.
“I knew, looking at it, that it was a big idea,” Shoffner says.
When the Business Marketing Association rolls out unified branding and relaunches its website on May 20, the changes go well beyond cosmetic. The transformation also will help the association better meet the promise of its new tagline, “BMA: Your connection to B2B.”
The association is moving quickly to solidify its role as the leading resource for business marketers.
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