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Norfolk Southern Corporation | Company Profile, Marketing Contacts, Media Spend, Brands

Norfolk Southern Corporation is a class 1 railroad corporation in the United States. The company maintains operations throughout the US and in the province of Ontario, Canada. The most common commodity hauled on the railroad is coal from mines in Kentucky, Pennsylvania, Tennessee, Virginia and West Virginia.

Main Telephone (757) 629-2600
Main Fax (757) 629-2822
Primary Address
Three Commercial Place
Norfolk, VA 23510-2191

Norfolk Southern Corporation Contacts

Contacts (5/14)
Name Title State
James S. Chief Executive Officer VA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (757) 629-2600
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Three Commercial Place
Norfolk, VA

Cindy E. Vice President, Human Resources VA
Tom W. Vice President & Treasurer VA
David L. Vice President, Marketing & Sales - Industrial Products VA
Alan S. Group Vice President VA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Norfolk Southern Corporation *******

Agency Relationships

Brand Agency Service From To
******* ******** *********** *** ****** AOR - creative unknown present
******* ******** *********** ********* media buying & planning unknown present

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Score 55: Close Watch – Norfolk Southern railroad names CMO

Subject: digital, TV, B2B

Company: Norfolk Southern (NS), a class 1 railroad corporation that maintains operations throughout the US and Ontario, Canada. The most commonly hauled commodity on the the railroad is coal from mines in Ky., Pa., Tenn., Va. and WV. NS is headquartered in Norfolk, Va.

Opportunity: NS has named Alan Shaw as its new CMO and EVP.  CEO Wick Moorman, to whom Shaw will report, said: “Alan has the experience and market perspective to ensure that out valued customer partnerships grow even stronger.” Shaw has been promoted, so changes may not be imminent, but with any leadership change there are always re-evaluations of current strategies, budgets and vendor relationships. Therefore, this is a great time to parlay a congratulatory email into a business pitch. 

Additional Insight

Experience: Shaw has been with NC since 1994 and has held various finance and marketing positions during his tenure. His current position is VP of intermodal operations.  

Shaw replaces retiring CMO Donald Seale and will be responsible for managing all marketing for NS. Reporting to him will be NS’ merchandise, intermodal and coal marketing organizations; the teams managing shipping options; real estate services; and the corporation’s industrial development services.

Media Spend: According to Kantar Media, NS spent $5.3 million on measured media in 2014 – a 35% decline from 2013. Most of this, $5.1 million, was allocated to broadcast ads. The remainder was split between digital ($172,981) and out-of-home ($49,710).

Per Moat, NS has run only three standard display ads on two publishers thus far this year. This, shockingly, is more than the same period last year, when only one ad was run on one publisher –  NS’s ads tend to be recruiting ads, but don’t discount the need for ads representing the service they offer. Last year’s ad was a safety notice, but the company may be willing to expand their repertoire in 2015. 

Agency Relationships: According to The List, NS’ agency roster includes: Mindshare (media buying and planning).

Norfolk Southern 
Three Commercial Place
Norfolk, VA 23510
(757) 629-2600

Alan Shaw 
Chief Marketing Officer &