|
 

Marketing Maestros

Insights from the ANA Multicultural Excellence Awards Judging

By Janine Martella, director of committees and conferences at ANA
Posted: Sep 26, 2014 10:00am ET

We just wrapped up the ANA Multicultural Excellence Awards judging with 17 ANA members from various industries including telecommunications, QSR, CPG, healthcare, financial services, and retail.

This year, a record 215 entries were submitted. Now in its 14th year, these awards recognize marketers and their agencies or media company for their outstanding work in advertising to consumers in the following categories: African-American, Asian, Hispanic, LGBT, and new to the awards this year, People with Disabilities.

During the judging, which took place over the course of two days at the ANA headquarters, judges reviewed more than 400 pieces of creative and discussed how relevant the materials were to the targeted segments and the creativity of the campaigns. Discussions ranged from how great the quality of the advertisements was to the stories being so real and inclusive of the targeted audiences.  

Here are some key takeaways I had from this experience:

Big budgets don’t always matter – We’ve all been there. Little to no funding  forces marketers to become even more creative. Surprisingly, some of the most inspiring and entertaining ads were also the most impactful and done on a shoe-string budget.

Total market is alive – But how well is anyone executing it? Brands are attempting to reach the total market in their advertising efforts, however none of them are standing out as a leader at reaching this audience quite yet. Marketers are still trying to find the “connective tissue” that is needed to bind multiple ethnicities under one ad.

People are People – Family is family. Love is love. The quality and sophistication of the ads for the LGBT category just keep getting better. Original music and how the impact of social media can blossom into some of the best feel-good marketing garnered a lot of respect for brands that standup for their target markets.

It’s about abilities – New to the awards judging this year was the People with Disabilities category. Real-life stories represented brands and products that stood behind what can be done. Commitment to community was a standout here too. Definitely the most emotional category that was judged. Inspiring would be an understatement here. Bring tissues to the awards ceremony.

I can’t wait to hear the reactions when we name the finalists! On November 10, we will announce the 2014 Multicultural Excellence Award grand prize winners in ten categories. If you want to see the best multicultural campaigns of the year, join us at the ANA Multicultural Marketing and Diversity Conference, November 9-11 at the Fontainebleau Miami Beach in Miami, Fl. Register to attend or view the agenda online.

Multicultural Answers in Miami

By Gilbert Dávila, chair of ANA Multicultural Marketing and Diversity Committee
Posted: Sep 19, 2014 4:30pm ET

Fast changes in US demographics and technology are forcing the marketing and human resources communities throughout the nation to focus on how to effectively connect and engage with consumers, while recreating organizational models that align with today’s realties. How does a Total Market Approach (TMA) help a company reach a complete audience? How have digital efforts changed traditional marketing techniques? How do we best reach the sometimes elusive millennial and how are companies attracting these future leaders to become an important part of our workforce today? 

These and many other topical questions will be addressed in the upcoming ANA Multicultural and Diversity Conference to be held on Nov 9-11 in Miami. This conference is considered to be the largest and most important conference of the year. The reason is simple: It is the only conference which is exclusively led by senior client-based executives and daily practitioners from America’s top corporations addressing how to successfully market to a growing multicultural Nation. 

A quick look at the agenda showcases the powerhouse executives joining us as presenters including: John Costello, President and Global Marketing and Innovation at Dunkin’ Brands, Inc.; Wendy Clark, President, Sparkling and Strategic Marketing at Coca-Cola North America; and Edward Laukes, VP Marketing Communications and Motorsports at Toyota, amongst other top corporate executives.

We look forward to seeing you at the Conference in Miami on November 9th. For more information, click here.

You Don't Need a Weatherman

By Andrew Eitelbach, senior manager of marketing and communications
Posted: Sep 11, 2014 11:00am ET

 

What’s your go-to device for checking the weather report? If you’re like most digital users, you probably said your smartphone or tablet. According to a recent study from Millennial Media, 69 percent of consumers most often use a mobile device to check the weather. If consumers are more interested in finding a destination to escape to when the weather turns ugly, the same report predicts they’ll use a PC to do so (69 percent of consumers use a PC to look at travel content online). That’s an important insight if you’re a travel brand.

Understanding how consumers spend their time on different devices is the key to producing effective cross-screen marketing campaigns, and as consumers continue to use certain devices for particular online interactions — a 2013 Google Ipsos study found that nine out of 10 consumers used multiple devices during the purchase process — cross-screen marketing will grow to become a critical area of focus for marketers.

To learn more about cross-screen marketing, check out this month’s ANA Magazine Spotlight, presented by Millennial Media. 

In this complimentary issue, find out how brands use cross-screen marketing to reach consumers, with examples from WWEPwCDellDunkin’ DonutsCanon USABurger King, and others; learn how consumers divide their online time among different devices with key research from Millennial Media; how programmatic buying can take cross-screen campaigns to the next level; and more.  

People with Disabilities – The Last Hidden Demographic

By Bill Duggan, Group EVP, ANA
Posted: Sep 4, 2014 10:30am ET

Almost 20 percent of Americans identify themselves as having a disability. And there are millions of additional consumers – friends and family – who are somehow connected to a person with a disability. An increasing number of companies and brands are now creating economic and social value by tailoring their information and offerings for people with disabilities. Marriott International is one such company and the Marriott Foundation for People with Disabilities provides skills to prepare young people with disabilities for the workplace. Similarly, their partnership with the U.S. Business Leadership Network allows business owners with disabilities to supply goods and services to Marriott and leverage the company's supply chain benefits.

This year, for the first time, the ANA Multicultural Excellence Awards offered a category for advertising targeted to people with disabilities. We were delighted with the robust number of entries, and quality creative, in this category. Brands that submitted entries include AT&T, Duracell, Equinox, Intel, Mass Mutual, Special Olympics, Swiffer, and Walmart. ANA appreciates the work of Essential Accessibility for their role in raising awareness among the advertising community in the opportunity to create loyalty and drive business results by resonating with this group. 

The ANA Multicultural Marketing & Diversity Committee and Multicultural Marketing & Diversity Conference (the latter now in its sixteenth year) have always advocated the benefits of marketing to an increasingly diverse nation. We are now proud to recognize people with disabilities – perhaps the last hidden demographic – in the awards and conference.


Hispanic Agencies Leading Total Market Work

By Bill Duggan, Group EVP, ANA
Posted: Aug 29, 2014 11:00am ET

The “call for entries” just closed for the ANA Multicultural Excellence Awards. New this year is a category for “Total Market” (replacing the more generic “General Market” category).

Total Market is defined as: “A marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations. This is done from inception through the entire strategic process and execution, with the goal of enhancing value and growth effectiveness. In marketing communi­cations, this could lead to either one fully integrated cross-cultural approach, individual segment approaches, or both in many cases, but always aligned under one overarching strategy.”

Interestingly, the number of submissions to the Total Market category was very robust – twenty-five (25) – double the number of entries that the General Market category received last year. So clients and agencies have clearly grasped the concept of Total Market.

Even more insightful is the fact that 60 percent of the submission in the Total Market category were from Hispanic agencies (using the Ad Age list of “50 largest U.S. Hispanic agencies” in their Hispanic Fact Pack 2014).  The fact that Hispanic agencies are taking the lead here should come as no surprise as AHAA (Association of Hispanic Advertising Agencies) has been an active proponent of Total Market work and education. AHAA helped lead a consortium of marketing trade associations (including ANA) and other industry leaders to define Total Market, per the above. This group has also offered guidance which outlines what Total Market is and is not. For example, total market must be supported and shepherded at the highest level of the organization and is characterized by a collaborative dynamic, from the outset, between the marketer and agency partners. Meanwhile, total market is not a one-size-fits-all cost-reduction plan and is not a translation or adaptation of a general market campaign without diverse consumer insights from the beginning of the process. 

ANA looks forward to the judging of the ANA Multicultural Excellence Awards in mid-September as well as the 16th annual ANA Multicultural Marketing & Diversity Conference in November where the award winners will be announced and the topic of Total Market will most definitely be covered.

Ice Bucket Challenge – Insights for Marketers

By Bill Duggan, Group EVP, ANA
Posted: Aug 25, 2014 11:30am ET

When did you first hear about the Ice Bucket Challenge? I was vacationing on Cape Cod during the first week of August and heard about it on the local news from Boston. It told the story of Pete Frates, a former baseball player from Boston College (my alma mater!), who has been diagnosed with ALS (Amyotrophic Lateral Sclerosis / Lou Gehrig’s disease) and how his friends and family used the challenge to raise awareness about the disease and Pete’s situation. Newscasters not only reported the story, but challenged colleagues and even competitors – and that became news the next night.

The ice bucket challenge has become a viral sensation and marketers have joined in. Ronald McDonald has taken the challenge as has Coca-Cola’s Wendy Clark with help from the Coke polar bear, and many others. The challenge has provided some observations and insights for marketers:

Of course, the ice bucket challenge has gotten results. Awareness is undoubtedly through the roof. And according to information on the ALS website, as of Sunday, August 24, The ALS Association has received $70.2 million in donations compared to $2.5 million during the same time period last year (July 29 to August 24). Donations have come from existing donors and 1.3 million new donors to The Association (including me!)

The ice bucket challenge is a terrific case study – experiential marketing, grass roots marketing, cause marketing, social media. Perhaps this is a once in a lifetime “strike of lightening” for the ALS Association. After this short-term hoopla dies down (and it will), I look forward to seeing how the ALS Association keeps the momentum going.

Recap: Integrated Marketing Members-Only Conference

By Jesse Feldman, manager, marketing knowledge center
Posted: Aug 21, 2014 1:00pm ET

Earlier this month, the ANA held a members-only conference (meaning only our client-side marketer member company employees were in attendance) at Heinz Field in Pittsburgh — known to non-sports fans like me as the place where Bane did some damage in Dark Knight Rises. The conference theme was integrated marketing, with a focus on how top marketers develop, execute, and evaluate their strategies.

H. J. Heinz Company was gracious enough to host the event and kick off (pun intended) the day with a presentation on integrated marketing and the Super Bowl. Heinz Ketchup’s 2014 Super Bowl campaign involved more than just a single ad to the masses; the brand used a 360-degree activation to drive results and lower costs per impression. If you want to feel happy and start to crave some fries, check out the corresponding Heinz Super Bowl spot.

The Martin Agency presented a history of GEICO’s integrated marketing POV and the key tactics that have propelled the car insurer to the No. 2 spot in its category. In addition to having now-iconic Cavemen and Gecko assets, GEICO developed the most popular ad of 2013 with its loud-mouthed camel in “Hump Day.” Read six lessons learned from GEICO’s work to integrate its multi-storyline campaigns across multiple channels.

…still not entirely convinced you missed out on another great ANA event? Attendees also received a private tour of the stadium.

Jesse Feldman works in the ANA’s Marketing Knowledge Center (MKC), a rich suite of insights, case studies, event recaps, and research. You might notice her taking notes for the MKC at committee meetings, members-only conferences, or (virtually) webinars. She’ll be popping onto the ANA blog to regularly highlight some latest and greatest MKC content.

Programmatic Media Buying, Lifting the Veil

By Andrew Eitelbach, senior manager of marketing and communications
Posted: Aug 14, 2014 11:00am ET

For many marketers, programmatic media buying (PMB) is not well understood. In fact, according to a recent ANA/Forrester research report, 41 percent of marketers said they don't understand or are not aware of PMB. Twenty-six percent said they know what it is but need to learn more. Another 10 percent said they have never used it. Clearly, marketers need to know more than they do on the subject of PMB, and it doesn’t help that there’s a great deal of misunderstanding and misinformation floating around to complicate matters even more. 

In this month’s ANA Magazine Spotlight cover story, “The 5 Myths of PMB, Dispelled,” we aim to clear up some of that confusion. 
 
Brought to you by our partner Collective, this complimentary issue also includes a case study on the Universal Pictures film ParaNorman, a look at why diligence and hard work are still required to get PMB right, a rundown on the basics of what programmatic buying is, and more. 
 
Start reading now.
 
 
 
 

Multicultural Marketing Is More Important than Ever

By Andrew Eitelbach, senior manager of marketing and communications
Posted: Aug 6, 2014 11:00am ET

If you watched any of the 2014 FIFA World Cup, you likely noticed ads using English and Spanish together. There’s good reason. According to the 2010 U.S. Census, the size of the U.S. Hispanic population (50.5 million) is second only to Mexico’s (112 million) — that’s an audience marketers can't afford to ignore.

As consumer audience composition shifts, learning how to target the right audience with the proper message is crucial for effective marketing.

A new seminar from the ANA, Marketing to the New Majority, September 23 in Plano, Texas, will focus on how to identify, formulate, and implement effective strategies for connecting with individuals of Hispanic, African-American, and Asian descent, and the different consumer generations within those groups.

This one-day seminar will provide valuable insight into reaching multicultural and general-market audiences with messages that resonate.

Extra salelsy bit: Through August 23, this seminar is available at $100 off. Take advantage of the discount while you can. Register or find out more

Advertising Transparency – Let the Buyer Beware

By Bill Duggan, Group EVP, ANA
Posted: Jul 30, 2014 10:00am ET

A few days ago The Wall Street Journal published an article titled,“Why Advertisers Are Questioning How Agency Trading Desks Work.” 

The article noted that, “Recent research conducted by the ANA and market research firm Forrester found that trading desk transparency ranked among marketers’ biggest concerns about media buying.” That is indeed true! The ANA/Forrester survey asked marketers about their concern on a variety of media related issues. As the chart below shows, agency trading desks are noted to be an “emerging concern.”

Back in 2011, we found a very low level of awareness and understanding among members on agency trading desks and that resulted in the ANA white paper titled, “Agency Trading Desks – Basics Marketers Need to Know and Questions to Ask.” The paper covered issues including the benefits of agency trading desks, criticisms of agency trading desks, and suggestions on what clients need to do. Interestingly, many of the criticisms identified in 2011 – including lack of transparency and rebates (from publishers to agencies) – are issues that we continue to hear about.

Two points made in that 2011 white paper bear repeating today:

Today’s media environment, including the relationship between clients and media agencies (and, in turn, media agencies and media companies), is less transparent than it’s ever been during any of our respective careers (and that’s true for both a 21 year old starting out and a 60 year old veteran).  Marketers need to be aware of that and ask questions or, otherwise, let the buyer beware.


1234567 >>  Last (31)

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.