This program features CAROL GOLL, Head, Global Branded Entertainment, International Creative Management.
Carol Goll is Head of Global Branded Entertainment at International Creative Management (ICM), a
talent and literary agency representing clients in the fields of motion picture, television, publishing,
music, theater, branded entertainment, and digital media. ICM, a privately held corporation, is one of
the predominant agencies in the United States and Europe, with its principal offices in Los Angeles, New
York, and London.
Ms. Goll is a leader in innovative marketing, communications, branding, promotions, and strategic
alliances, and has spent the last 18 years in various marketing positions for highly recognized global
Fortune 500 companies. At ICM, she is responsible for branding talent and developing marketing
programs across all platforms, including the strategic development of cutting-edge branded
entertainment, digital partnerships, and promotions for corporate partners.
Prior to ICM, Ms. Goll spent more than 13 years at Mercedes-Benz USA in charge of brand marketing.
She led the company in marketing, advertising, digital marketing, e-commerce, events, strategic brand
alliances, and relationship marketing/CRM initiatives. She fostered the first global forays outside of
traditional automotive communications by repositioning the brand as a competitor in the luxury goods,
fashion, and entertainment industries.
Ms. Goll negotiated the brand’s top alliances, including
Mercedes-Benz Fashion Week, the global initiative deemed by Adweek as “a brand buzz surefire
Ms. Goll has leveraged partnerships among the entertainment and retail space through film, television,
music, philanthropy, sports, and celebrity-driven programs, and prides herself on being at the forefront
of brand reinvention.
Activities that direct the flow of goods and services from producers to consumers. In advanced industrial economies, marketing considerations play a major role in determining corporate policy. Once primarily concerned with increasing sales through advertising and other promotional techniques, corporate marketing departments now focus on credit policies (seecredit), product development, customer support, distribution, and corporate communications. Marketers may look for outlets through which to sell the company's products, including retail stores, direct-mail marketing, and wholesaling. They may make psychological and demographic studies of a potential market, experiment with various marketing strategies, and conduct informal interviews with target audiences. Marketing is used both to increase sales of an existing product and to introduce new products. See alsomerchandising.