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Marketing Maestros Archive

April 2013

Innovation Day at MillerCoors

Posted: Apr 25, 2013 12:00am ET

By Marni Gordon, vice president of committees and conferences, ANA

I really enjoyed hosting our fourth annual ANA Innovation Day at MillerCoors in Chicago this week! The event was held in the MillerCoors company bar and the day included great sessions from MillerCoors, Kellogg’s, Rite Aid, Killerspin, plus the social media success behind A&E’s Duck Dynasty!

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There is No Better Channel for a Brand Than its Employees

Posted: Apr 22, 2013 12:00am ET

By Bill Duggan, Group EVP, ANA

A recurring theme at ANA’s recent Brand Masters Conference was the critical role employees play in brand building.

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Highlights from ANA Brand Masters Conference

Posted: Apr 22, 2013 12:00am ET

By Marni Gordon, vice president of committees and conferences, ANA

ANA is well known for its fall “Masters of Marketing” Conference - which features terrific content and prominent speakers, including many leading CMOs and other marketing thought leaders. This year we held our first annual ANA Brand Masters Conference which was a very special intimate springtime companion to the Masters of Marketing. This first-time event was SOLD OUT and over 320 people were in attendance.

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Time and Tide

Posted: Apr 22, 2013 12:00am ET

By Lynn Santa Lucia

Let’s face it, we don’t own the brand message anymore. We have the ability to control what we say about the brand, but as far as the ongoing conversation about it goes, marketers have no control.

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Counting Blessings, Not Miles

Posted: Apr 19, 2013 9:32am ET

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

I was one of the lucky ones who were treated Monday in the main medical tent at the Boston Marathon, just beyond the finish line.

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Bright Outlook from the Gap

Posted: Apr 19, 2013 8:30am ET

By Lynn Santa Lucia

When you’re trying to revitalize a brand, you can get lost in an avalanche of opportunity. And if you’re like Gap’s global CMO Seth Farbman, you can tend to push very fast. The former Ogilvy exec, who joined the retailer two years ago, is a self-described type-A marketer and admits that initially he was looking in all the wrong places to inject some oomph into the brand — namely, at brands that made huge statements very quickly to set the stage for a huge turnaround.

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Contribute to The One Fund Boston

Posted: Apr 19, 2013 12:00am ET

By Bill Duggan, Group EVP, ANA

I was in Boston on Patriots Day -- first for the Red Sox game and then we (I was with my wife and three kids) walked to Boylston Street to watch the runners in the final stretch of the Boston Marathon. We were close enough to hear the two explosions. Just minutes before, we decided to walk to the finish line but after a few steps changed our minds. We were lucky. Our hearts go out to all those impacted.

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Sharing Is the New Essential

Posted: Apr 18, 2013 12:03pm ET

By Lynn Santa Lucia

As a mother of three children, Dell CMO Karen Quintos has learned that there’s a real difference between hearing and listening, a difference that also applies to the business world. For example, if your company is monitoring conversations on Facebook and Twitter but not acting on the rich insights, you’re not really listening, she says.

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8 Lessons on Fixing a Mistake

Posted: Apr 16, 2013 8:12am ET

By Rick Knecht

On Tuesday, April 2, the public web-based secure digital file delivery service YouSendIt lost access to half its functionality: files couldn’t be downloaded. Users got error messages. Work couldn’t be completed. What happened? How did the company handle it? Is YouSendIt about to be YouEndIt?

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Results of Latest ANA Recession Survey

Posted: Apr 3, 2013 12:00am ET

By Bill Duggan, Group EVP, ANA

ANA has just released the results of our latest Recession Survey, a survey initiated in the depths of the recession in 2009 (hence the name!) and repeated annually since. The objective of the survey is to understand how the current economic atmosphere is affecting client-side marketers.

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Are You Listening to Your Customers?

Posted: Apr 1, 2013 12:00am ET

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

As a mother of three children, Dell CMO Karen Quintos has learned that there’s a real difference between hearing and listening, a difference that also applies to the business world. For example, if your company is monitoring conversations on Facebook and Twitter but not acting on the rich insights, you’re not really listening, she says.

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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.