CMO Matt Farrell discusses Swim Today campaign with Ad Age


Matt Farrell, chief marketing officer of USA Swimming, sits down with Ad Age to discuss USA Swimming's Swim Today campaign.


"Mr. Farrell wants USA Swimming to pursue a "laser-focused" marketing campaign to convince parents of children aged six to 12 years old to get their kids into the pool. There will be particular emphasis, he noted, on multicultural moms. Only 1 percent of USA Swimming's membership is African American vs. 12 percent of the U.S. population. And only 2.8 percent is Hispanic vs.16 percent of Americans.

Ad Age talked to Mr. Farrell, who will be speaking at the CMO Strategy Summit on Oct.16 in San Francisco, about the ad campaign and the state of swimming -- with or without Mr. Phelps."


To read the complete interview, click here.

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