• by Gavin O'Malley , Staff Writer @mp_gavin, June 15, 2010

How do CMOs deal with "horny" young male consumers, and balance their taste for racy content and brand integrity? Kathryn Koegel, Marketing Lead, Primary Impact, wants to know. They have to figure out their threshold for chaos, says John McCarus, Vice President/Group Director, Brand Content, Digitas. Sometimes it makes sense for a brand, but the mistake that brands make is going racy just for the heck of it, says Russ Axelrod, Senior Brand Strategist, Branded Entertainment and Experiences Team, Microsoft Advertising. "Pushing the envelope just to push it even when it doesn't make sense for the brand," as he explains.