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Marketing Maestros

ANA will present “Digital Disruption” at CES 2015!

By Bill Duggan, Group EVP, ANA
Posted: Oct 13, 2014 10:00am ET

ANA is excited to partner with the Consumer Electronic Association to develop conference programming for the 2015 CES, and will be presenting Digital Disruption. Digital has completely disrupted and transformed the landscape for marketers, agencies and media companies. Digital Disruption will bring together top industry leaders to share case studies and discuss the hottest issues in digital marketing and media. 

Digital Disruption will take place from January 6-8, 2015 at C Space, located at ARIA, which is the official CES destination for creative communicators, brand professionals and digital advertisers. C Space will tell the story of how content, creativity, technology, CMOs, brand marketing, influencers and the consumer come together as part of the CES universe. Confirmed speakers for Digital Disruption are:

Hashtags for this event are #ANAatCES and #CES2015. Hope to see you in Las Vegas!

Best Mobile Marketing of 2014

By Jesse Feldman, senior manager of content strategy and partnerships
Posted: Oct 10, 2014 1:00pm ET

Last week I had the pleasure of attending the 2014 Smarties Global Awards Celebration as the Daily Show’s Jason Jones helped honor mobile creativity and effectiveness with his trademark sarcasm. An impressive group of companies were in attendance, but some of the ceremony’s suspense was lost on me. Why? My team had already turned the winning entries into case studies for ANA members.

All of the 2014 Smarties Global Winners are now live on the ANA’s site. You can browse the case studies and supporting video entries here.  It would be hard to pick a favorite entry, but here are a few highlights:

If you’re in need of some creative inspiration for your next mobile campaign, head to the Insights and Research section of this site and get browsing!

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.

Creative is Alive and Well in Multicultural Advertising

By Mala White, senior manager of committees and conferences
Posted: Oct 3, 2014 4:00pm ET

Earlier this week, we named the thirty finalists for the 2014 ANA Multicultural Excellence Awards. Congratulations to everyone and good luck at the awards ceremony in November!

From the underdog small budget campaigns to the greater spending powerhouses, everyone started off on equal footing. Creativity and relevancy were key to deciding the finalists. As an observer of the voting process, I have to say that I was impressed with the discussions around the submissions, what worked, and what didn’t. It was exciting to watch which entries made it to the top! 

Submissions this year included an engaging new category – People with Disabilities. From emotionally charged videos to powerfully crafted print ads, the submissions across this one and all the categories were on a whole other level. So, kudos to all the creative teams involved in putting these wonderful campaigns together. 

In addition to People with Disabilities, a category that I particularly enjoyed viewing was LGBT. The entries did not disappoint. Three of my favorite LGBT submissions were; Allstate’s Safe in my hands campaign designed to send shivers down your spine, Mondelēz International’s fight against hate with Love campaign, and Michael Sam’s emotional Judge me message. Each and every entry in this category touched a nerve. As a viewer, I appreciated and applauded the creative teams behind such amazing and moving campaigns.

The submissions in all the other categories remained equally impressive with entries from the likes of Allstate, Dallas Pets Alive!, Dunkin’ Brands, Heineken USA, Intel, McDonald’s, PepsiCo, Procter & Gamble, State Farm, The Coca-Cola Company, and Walmart to name a few. Faced with the intimidating task of selecting the finalist in each category, I must say the judges should be applauded for their valiant effort!

With submissions at an all-time high, the biggest jump could be found in the Total Market, Digital Media and believe it or not, Print, categories. What does that say about multicultural advertising?

October is National Disability Employment Awareness Month

By Bill Duggan, Group EVP, ANA
Posted: Oct 3, 2014 11:00am ET

October is National Disability Employment Awareness Month. Its purpose is to raise awareness about disability employment issues and celebrate the many and varied contributions of America's workers with disabilities. National Disability Employment Awareness Month has roots that go back to 1945, when Congress enacted a law declaring the first week in October each year "National Employ the Physically Handicapped Week." In 1962, the word "physically" was removed to acknowledge the employment needs and contributions of individuals with all types of disabilities. In 1988, Congress expanded the week to a month and changed the name to "National Disability Employment Awareness Month."

This year, for the first time, the ANA Multicultural Excellence Awards offered a category for people with disabilities. We were delighted with the robust number of entries and quality creative in this category. We recently name the finalists: Duracell (Procter & Gamble), Guinness (Diageo), and Walmart. Congrats! One of these finalists will be named the Grand Prize Winner at the ANA Multicultural Marketing & Diversity Conference in November. What's terrific about the creative submissions for all finalists is the fact that they clearly connect with the disability community but also each provides a powerful emotional story overall. In other words, even if you do not personally have a disability or don't have family/friends with a disability, the messaging still works! See for yourself via the links below!

Duracell (Procter & Gamble), Saatchi and Saatchi – http://www.youtube.com/watch?v=u2HD57z4F8E

Guinness (Diageo), BBDO, NY – http://www.youtube.com/watch?v=0Vxjh6KJi8E

Walmart, Saatchi and Saatchi – http://www.youtube.com/watch?v=O-J_IXR3oZM

Congrats again to the finalists and their agency partners.

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.


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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.