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Marketing Maestros Archive

October 2011

ANA / 4A's Guidelines for Agency Search

Posted: Oct 31, 2011 12:00am ET

By Bill Duggan, Group EVP, ANA

ANA and 4A’s recently released a new guidance paper titled, "ANA / 4A's Guidelines for Agency Search." The guidance outlines steps that can help marketers and agencies go through an effective search and selection process that can help both parties create a better working relationship.

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Baby Carrots, Eat’Em Like Junk Food

Posted: Oct 23, 2011 12:00am ET

By Kerry Camisa, International Speedway Corporation

In case you missed it, Bryan Reese, Chief Marketing and Innovation Officer for Bolthouse Farms, knocked it out of the park with his presentation of their recent campaign “Baby Carrots, Eat ‘Em Like Junk Food”.

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Please fix the escalator...

Posted: Oct 23, 2011 12:00am ET

By David Poeschl, Kimberly-Clark

Thomas Friedman,New York Times Columnist recently traveled to China and observed in awe a beautiful convention center constructed in just eight months. He then returned to Maryland to find a simple subway escalator under construction, closed for six months.

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Video Didn’t Kill the Radio Star After All….

Posted: Oct 23, 2011 12:00am ET

By Jacqueline Touma, Microsoft Corporation, jacquiet@microsoft.com, Twitter @jacqueline008

Spotify, the darling of the UK has finally entered the North American online music scene. They are welcomed by; iHeart Music, Pandora, independent radio and cast of others are all vying for this same space. So what do they add or bring?

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Krispy Kreme Continues to Leverage the Social Web to Empower Consumers to Own and Keep the Brand Alive

Posted: Oct 23, 2011 12:00am ET

By Telisa Yancy, Director Advertising, Brand and Media

Although Krispy Kreme Doughnuts has just under 800 stores, in 21 countries, CMO Dwayne Chambers, states that the company is NOT in the business of increasing same store sales, or growing traffic, or average check numbers. No, those are simply the results of executing flawlessly against their true objective: "to build positive meaningful relationships, first, with our team, second, with our guest and third, with our community"

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Weight Watchers: the skinny on transforming a brand during a recession

Posted: Oct 22, 2011 12:00am ET

By Martha Young, FM Global

As a self-proclaimed "repeat offender" and brand advocate of the Weight Watchers program, I had a vested interest in Senior Vice President of Marketing's Cheryl Callan Friday afternoon presentation at the Masters of Marketing Annual Conference in Phoenix.

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“Learning to Leap. Give it a try – you are going to love it.”

Posted: Oct 22, 2011 12:00am ET

By Jacqueline Touma, Microsoft Corporation, jacquiet@microsoft.com, Twitter @jacqueline008

Enlightening, impactful and with just enough craziness that you know she is on to something. Dana Anderson presentation today at the ANA Masters of Marketing Conference in Phoenix made you want to be “hopped up on Dana…”. Dana’s fresh approach to disruptive and transformational marketing helped me understand we are living in a VUCA world (Denise Caron). What the hell did she talk about you may ask? V- Volatile, U- Uncertain, C-Complex and A – Ambiguous.

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Marketing as the Organizing Principle for Growth

Posted: Oct 22, 2011 12:00am ET

By Telisa Yancy, Director Advertising, Brand and Media

If you asked 20 people on the streets of New York or Chicago, “what is marketing,” you might get 30 different answers. Those answers would range from statements that describe specific functions of marketing, like advertising, to those that describe one of the results of marketing, like “it’s convincing people to buy”. Some people might even describe it as a specific department.

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Inspiring Consumers Enough to Grow During a Recession

Posted: Oct 22, 2011 12:00am ET

By Telisa Yancy, Director Advertising, Brand and Media

According to Cheryl Callan, SVP of Marketing for Weightwatchers, the “Do it Yourself” weight loss industry is a $460 Billion Dollar industry. Since its founding, Weightwatchers has competed as social business in the sub category of the industry, called weight management (this portion of the weight loss industry is a $3.7BB dollar industry). The growth dilemma facing Weightwatcher was how to be as a “social” business when the service they provide consumers is the ultimate purchase that “can wait”.

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“These Are Amazing Times…Leverage Your Brand to Exploit Them”

Posted: Oct 22, 2011 12:00am ET

By Telisa Yancy, Director Advertising, Brand and Media

Depending on who you ask, the current environment for marketers might be described with words, like: crazy, busy, overwhelming—some might even say “insane”! Building great brands, and telling great stories is now just a portion of what marketers are expected to contribute to their organizations. If you really want to a list of what marketers do daily, you’d have to add a number of new disciplines including, driving the growth agenda, discovering new markets and new ways to connect to consumers, and most importantly, defending the marketing investment—daily.

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Facebook: The Social Web Powered By You and Your Friends' Content

Posted: Oct 22, 2011 12:00am ET

By Martha Young, FM Global

Sheryl Sandberg, chief operating officer at Facebook, presented at the Masters of Marketing Annual Conference Saturday morning to a roomful of Facebook fans. Because, after all, who isn't on Facebook?

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Steve Jobs, Technology Pioneer: 1955-2011

Posted: Oct 6, 2011 12:00am ET

By Sumitra Duncan

Yesterday the sad news was announced that Steve Jobs, co-founder and longstanding CEO of Apple, Inc., passed away at age 56 after a battle with pancreatic cancer. I first learned of this news via my Facebook feed, fittingly viewed on my iPhone, and within minutes friends had reposted the news accompanied by many inspirational quotes from Jobs—my favorite of which come from his address to the 2005 graduating class at Stanford.

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About This Blog

To complement our two leadership blogs and build dialogue on the seismic changes happening in marketing, we launched Marketing Maestros. Our in-house citizen journalists will talk about everything from marketing technology to accountability and everything in between. This blog is written for marketers by ANA's marketers whose insights are drawn from the voices of the client side marketing community.