min Magazine 2008 Most Intriguing: Wenda Harris Millard
Friday, November 7, 2008

Comment Print Email Article Database Del.icio.us Digg   Reprints

Wenda Harris Millard
President, Media, & Co-Chief Executive Officer, Martha Stewart Living Omnimedia

Wenda Millard is Living large. The former president and member of the board of directors of Martha Stewart Living was elevated to Co-CEO in June on the strength of her long record of winning brand development initiatives.

“We’ve been successful because Martha Stewart Living is a ‘living brand,’” she says. “Anyone who uses [Martha’s] products, engages in the media that bears her name or even buys a home built by our partner, KB, knows who Martha is and the quality of the brand behind her.”
And while the Martha Stewart name has opened a lot of doors, Millard says there is a huge responsibility to not do anything to damage its reputation. “We’re very sensitive as to how to extend the brand intelligently,” she says. “We keep a close eye on the merchandising side of our business. We’ve signed on 10 new partners in the last two years. We have to make smart choices.”

And there have been very few misses. Some of the biggest hits include: sweeping extensions like the 2007 best-selling book, Everyday Food; Great Food Fast; a PBS TV show, Body + Soul, which joins the ratings-busting original Martha Stewart Show; and an ambitious online build-out, including WeddingWire, a wedding planning blog that matches engaged couples with vendors in their areas. “We cross-promote content constantly,” Millard says. “We connect marketers to engaged consumers from across every platform. I’m happy to say we haven’t had many complaints.”






.

Post a Comment

Name:

Email:

Comments:

Please enter the letters or numbers you see in the image.

Features Archives

Comment Print Email Article Database Del.icio.us Digg   Reprints