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Marketing Maestros Archive

April 2012

The Found Money of State Commercial Production Incentives

Posted: Apr 23, 2012 12:00am ET

By Bill Duggan, Group EVP, ANA

Many states now offer financial incentives to advertisers to shoot commercials in their states. Although such incentives originated about ten years ago, more recently they have expanded to additional states and have become increasingly attractive to advertisers. The savings can be quite significant, often ranging from between 15 to 30 percent of production spending in that state.

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Lessons from Agency Relations Day

Posted: Apr 19, 2012 12:00am ET

By Bill Duggan, Group EVP, ANA

Earlier this week, Walgreens hosted ANA Agency Relations Day, which provided “nuggets and nuggets” of learning on client/agency partnerships.

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Global Marketing: Reaching Consumers at a Local Level

Posted: Apr 17, 2012 12:00am ET

By Ken Beaulieu, senior director of marketing and communications, ANA

This is part three of my recent interview with Chris Burggraeve, chief marketing officer at Anheuser-Busch InBev and president of the World Federation of Advertisers. In part one, Chris explained why it’s critical to understand the strengths of your competitors in each market, and how AB In-Bev’s “Way of Marketing” creates sustainable brand health. In part two, he discussed the importance of understanding a country’s unique cultures. Here, he shares his thoughts on the inherent challenges of marketing at a local level.

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52% of Marketers Will Ask Agencies to Lower Internal Costs

Posted: Apr 12, 2012 12:00am ET

By Bill Duggan, Group EVP, ANA

My two most recent blogs have reported on findings from the latest edition of ANA’s “Recession Survey.” These survey results have gotten quite a bit of attention. CMO.com, in fact, gave the recession survey the honor of “This Week’s Top Story.” CMO.com said:

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Delivering Measureable Results at Cleveland Clinic

Posted: Apr 9, 2012 12:00am ET

By Ken Beaulieu, senior director of marketing and communications, ANA

I had an interesting conversation about measurement with Paul Matsen, chief marketing officer at Cleveland Clinic, a non-profit academic medical center. He is responsible for all marketing and communications at the highly rated center, including public relations. Each year, Paul’s team creates 35 to 40 individual marketing plans for the organization’s various hospitals and service lines. It’s a challenging undertaking, and no plan sees the light of day without a robust set of metrics behind it.

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A Date with Direct Mail

Posted: Apr 6, 2012 12:00am ET

By Caitlin Nitz, Knowledge & Research Specialist

I have never been to the opera, but this week I got three pieces of mail from the Met: a program for the 2012-2013 season, an appeal for donations, and a postcard announcing that individual tickets were now on sale for the Ring Cycle.

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It’s Hip to Be Square

Posted: Apr 5, 2012 12:00am ET

By Barry Garbarino, ANA, senior director of marketing & creative director

It’s hip to be square, well at least that’s what Huey Lewis and the News told us in the late 1980’s and now a 110 year old retailer is telling us the exact same thing! JC Penney recently launched a “new” way of dealing with the myriad of gimmicky sales deals to streamline the way we shop. 2012 will surely be a year for the company to prove it is in this for the long haul (especially the day after Thanksgiving!)

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Clients Asking Agencies to be Cost Efficient

Posted: Apr 3, 2012 12:00am ET

By Bill Duggan, Group EVP, ANA

ANA recently fielded the sixth edition of our “Recession Survey,” a survey initiated in the depths of the recession in 2008 to understand how the economic atmosphere is affecting client-side marketers.

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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.