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Marketing Maestros Archive

October 2010

Message to TV Networks: Don’t fill sidebar pillars of ads with your logo or network promotions

Posted: Oct 29, 2010 12:00am ET

By Bill Duggan, Group EVP, ANA

MediaPost’s Dave Goetzl wrote a story recently on how TBS is promoting its Conan show using “pillars” that appear to the left and right sidebars of some ads on their HD feeds.

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Intuit Makes TurboTax Snazzy with Social Media

Posted: Oct 26, 2010 12:00am ET

By Cara Brooke Schultz

In case you missed it, Seth Greenberg, VP, global media & digital marketing at Intuit spoke at this year’s ANA Annual Conference – The Masters of Marketing. Seth talked about how Intuit is successfully utilizing the social media space to get the word out.

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Raw, Flawed, Ugly, Confusing

Posted: Oct 21, 2010 12:00am ET

By Bill Duggan, Group EVP, ANA

According to SI.com, Wednesday night's baseball playoff game between the San Francisco Giants and Philadelphia Phillies was “raw, flawed, dazzling, ugly, confusing and entirely wonderful.”

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Biting the Hand that Feeds You!

Posted: Oct 18, 2010 12:00am ET

By Bill Duggan, Group EVP, ANA

Fox and Cablevision are in a nasty battle over the retransmission fees that Cablevision pays to Fox to carry their programming. Negotiations have reached a stalemate and after the contract between Cablevision and Fox expired at midnight Friday, Fox pulled its New York and Philadelphia affiliates from Cablevision’s system.

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The $ocial Revolution at TurboTax

Posted: Oct 18, 2010 12:00am ET

Seth Greenberg, the VP of Global Media and Digital Marketing for Intuit, took the stage as the final speaker o the conference to discuss TurboTax’s social media activities. He asked how many people in the audience had used one of their brands, and then said thanks, but his focus was really on those who hadn’t!

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Darden Restaurant’s John Caron Addresses Marketers

Posted: Oct 18, 2010 12:00am ET

John Caron, Chief Marketing Officer of Darden Restaurants, spoke to marketers this morning on day three of the ANA Annual Conference. With their headquarters located within miles of the Rosen Shingle Creek hotel, Mr. Caron opened with a history of the company and how it began with a small, Floridian restaurant located across from a swamp, literally.

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The Future of Advertising: Reinvention for Growth—Cindy Gallop

Posted: Oct 18, 2010 12:00am ET

Just when I was settling in to what was shaping up to be a "good" day at the 2010 ANA Annual Conference, Cindy Gallop, Founder & Chief Executive Officer of IfWeRanTheWorld stepped onto the stage and instantaneously made it a "great day."

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Fidelity and The Green Line Campaign: Staying the Course with One of America's Largest Financial Services Companies

Posted: Oct 18, 2010 12:00am ET

As marketers over the past 3 years of the global recession, we’ve all probably wished for “guidance through the storm”, and as brand advertisers, wouldn’t it have been nice to have had a friendly green path to help us navigate these uncertain times?

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Becoming a Culturally Infused Mass Brand: The Future for Samsung

Posted: Oct 18, 2010 12:00am ET

How will the world’s largest consumer electronics company, a 40 year old Korean giant known primarily for its engineering prowess, achieve its goal to more than triple its current $120B sales to $400B by 2020? It's already #1 in mobile, #1 in LED TVs, #1 in 3D TVs, #1 in French door refrigerators.

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Amway: Building Business the American Way

Posted: Oct 18, 2010 12:00am ET

Over the last couple of days of the 2010 ANA Masters of Marketing Conference, I have noticed a distinctive pattern: great companies drive results, revenue and consumer engagement by staying true to two things: purpose and holistic "brand-driven" marketing.

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RIM and Starcom Turn Marketing Work Over to the Public

Posted: Oct 18, 2010 12:00am ET

Back for the last full day of sessions here at the 2010 ANA Annual Conference and this morning we have Keith Pardy, CMO of RIM and Laura Desmond, CEO the Starcom Group. Without getting into too much detail I think a number of the same concepts that have been a focus point of this week’s conference have emerged.

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Geico Un-Boring Insurance with Ted Ward and John Adams

Posted: Oct 15, 2010 12:00am ET

Day two of the ANA Masters of Marketing conference and the morning had some really great speakers, including Ted Ward, CMO and VP of Marketing at Geico with John Adams, Chairman and CEO of The Martin Agency. They presented together covering Geico’s marketing history and future and it was nice to get a holistic (hahaha, everyone hates that marketing buzz word and I used it!) view of Geico’s campaigns.

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Growth by Leveraging Multicultural Insights

Posted: Oct 15, 2010 12:00am ET

Graciela Elata, Senior Vice President of Brand Solutions for Univision Communications and Howard Friedman, Kraft Foods' Vice President for Cheese and Dairy, combined to give the ANA Masters of Marketing attendees a jolting and inspiring look into the realities of 21st century marketing in the "Growth by Leveraging Multicultural Insights" presentation this afternoon.

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Dell’s Erin Nelson and Karen Quintos

Posted: Oct 15, 2010 12:00am ET

Back for my second post of the day and this time we have Erin Nelson and Karen Quintos from Dell Inc. They have the unenviable task of bringing the audience back life following lunch when their second helping of coffee hasn’t quite set in yet, or at least that’s how I’m feeling.

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Coca-Cola’s Joe Tripodi

Posted: Oct 15, 2010 12:00am ET

Greetings from sunny Orlando…As a part of this years ANA conference, they have asked some of the audience members to blog about the sessions to give their perspective on the speakers and topics being discussed and for my inaugural blog I got to cover Joseph Tripodi, Chief Marketing and Commercial Officer for the Coca-Cola Company.

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Kelloggs/Pop Tarts and Mark Baynes

Posted: Oct 15, 2010 12:00am ET

The ANA Masters of Marketing conference has had a very full first day – lots of presenters with interesting ideas and stories. Mark Baynes from Kelloggs was the third speaker of the day and I have the pleasure of writing about his presentation.

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Cisco “Flips” in the Midst of Recession

Posted: Oct 15, 2010 12:00am ET

This morning Marilyn Mersereau, Senior VP, Corporate Marketing, Cisco Systems, Inc. showed us a “live” demo of remote conferencing technology “TelePresence.” Brendan Shanahan joined us remotely and it felt like he was in the room!

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P&G’s Marc Pritchard

Posted: Oct 15, 2010 12:00am ET

Although the title of the presentation delivered by Marc Pritchard, Global Marketing Officer of the The Procter & Gamble Company, was titled, "Empowering Brands Through Design and Innovation," I believe it could have easily been titled, "Purpose Inspired Brand (and revenue) Building" or "A Guide to the Galaxy for the 21st Century Marketer" because that is exactly what it was.

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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.