John Costello | Mobile Marketing Association
John Costello
Former President, Global Marketing and Innovation
Dunkin’ Brands

John Costello joined Dunkin’ Brands in 2009. He has global responsibility for Dunkin’ Donuts and Baskin Robbins advertising, marketing, consumer engagement, consumer and business intelligence and field marketing, and oversees Dunkin’ Brands’ global research and development, culinary team and channel development efforts for both brands.

Costello has worked on some of the most successful business/marketing campaigns including “America Runs On Dunkin”, “Fighting Cavities Is The Whole Idea Behind Crest”, “Come See The Softer Side of Sears” and ”You Can Do It. We Can Help.” at The Home Depot.

One of the early pioneers of multi-channel marketing, John has served as Executive Vice President of Merchandising and Marketing at The Home Depot, Senior Executive Vice President of Sears, Chief Global Marketing Officer of Yahoo and President and COO of Nielsen Marketing Research U.S. John began his career at The Procter & Gamble Company, where he held a number of senior marketing and brand management positions and also served as Senior Vice President of Marketing and Sales at Pepsi-Cola, USA.

Costello was named one of the 30 Most Influential People in Marketing by Advertising Age, one of the Top 10 Merchants by DSN Retailing Today and was elected to the Retail Advertising Hall of Fame. He is a past director of The Quaker Oats Company, The Bombay Company and Sears Canada, Inc. He is a current director of Ace Hardware and the Yellowstone Park Foundation and served as a trustee of the American Film Institute. Costello is also past chairman of both The Ad Council and the Association of National Advertisers.

A Fireside Chat with MMA Global Chair,
John Costello

The MMA’s CEO, Greg Stuart sits down to discuss mobile with MMA Global Chair, John Costello, President, Global Marketing and President, Dunkin' Brands

Part 1: Costello discusses the DD Perks Loyalty Program, The Multi-Screen approach, working with agencies and on joining the MMA

19:48 mins


Part 2: In this segment, Costello discusses the importance of membership for brands, moving the MMA forward, on being transformational – mobile’s future, proving ROI with mobile, consumer pain points and adding value, how Dunkin’ Brands uses mobile

19:24 mins


Part 3: In this final segment, Costello discusses mobile’s place in the marketing ecosystem – how big can it get? MMA’s big tent strategy, the potential growth of mobile marketing around the globe and guidance from other marketing leaders

12:41 mins