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Marketing Maestros Archive

October 2012

The Value of Marketing

Posted: Oct 26, 2012 12:00am ET

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

Marketers looking for a little R-E-S-P-E-C-T for their profession may need to start with themselves. A new study commissioned by Adobe found that only 35 percent of marketers surveyed consider what they do for a living valuable. That’s troubling.

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You Can’t Always Get What You Want

Posted: Oct 22, 2012 12:00am ET

By Bill Duggan, Group EVP, ANA

The Rolling Stones are celebrating their 50th anniversary with two concerts each in London and at the Prudential Center in Newark, NJ (right outside NYC). I’m a big fan – I first saw them in 1978 during the Some Girls tour and last saw them in 2005 when Clear Channel Radio treated attendees of the ANA Agency Relations Forum to a concert at the old Giants Stadium.

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The Votes Are in. Is Your Brand on Top?

Posted: Oct 18, 2012 12:00am ET

By Sloan White,Principal Brand Manager, Brand Sponsorships, Capital One

It may be an election year, but every day is Election Day in the world of consumer goods marketing. Every day, we the American people cast our vote each time we purchase a product. We cast our vote as consumers for our favorite brands. We choose the winners and the losers daily. Consumers, like voters, want to feel good about the brands they endorse.

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Ad-ID, the Time Is Now!

Posted: Oct 17, 2012 12:00am ET

By Bob Liodice, President and CEO, ANA

In late summer 2012, the ANA’s Board of Directors unanimously voted to make Ad-ID the industry standard for all advertising asset coding by January 2014. Enough with all the industry excuses for not employing Ad-ID. There are no more valid reasons, no more lame excuses, and no rationale for deferring the broad scale adoption of Ad-ID. None.

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Tech tock, tech tock...

Posted: Oct 16, 2012 12:00am ET

By Lisa Wang,VP & Regional Head of Exchange Traded Funds Marketing, State Street Global Advisors

Two recurring themes from the presentations at the ANA conference, whether they came from P&G, J&J, McDonald's, Luta, BP, Ford, etc. stick out in my mind. The first is understanding and embracing how technology can transform your business model and brand on a scale never before achieved; think how McDonald's efficient assembly line process revolutionized all industries across the globe. The second is leveraging your brand platform to do more just than sell products, but to personify the offering through acts that help underserved communities, as was the case for Luta's Fight for Peace program; a boxing-based project that takes youth off streets that are terrorized by drug wars.

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Take-aways from the ANA Masters of Marketing Conference

Posted: Oct 15, 2012 12:00am ET

By Bill Duggan, Group EVP, ANA

These are the key take-aways from last week's 2012 Masters of Marketing Annual Conference

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How Marketers Are Budgeting for Newer Media Platforms to Reach Multicultural Customers

Posted: Oct 5, 2012 12:00am ET

By Bill Duggan, Group EVP, ANA

ANA has just completed and released research to help understand how marketers are using newer media platforms to reach multicultural customers (e.g., mobile, social media, webinars, blogs, search, and more). The results include some interesting findings related to how marketers are budgeting for this.

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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.