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Marketing Maestros

Halloween Scare for the Marketing Industry: Measurement

By Bill Duggan, Group EVP, ANA
Posted: Oct 31, 2013 10:22am ET

It’s Halloween. But it’s not witches, goblins, or vampires keeping the marketing industry up at night.  It’s measurement!

Today ANA and Nielsen release our report titled “Optimizing Integrated Multi-Screen Campaigns.” Integrated multi-screen campaigns are defined as campaigns that have the same set of marketing objectives and run during a similar timeframe across two or more screens, including TV, computer, tablet, mobile phone, and digital place-based media. A few key findings follow.

Integrated multi-screen campaigns are important today in effectively delivering a marketing message and that importance is expected to dramatically increase in three years.

There is a significant gap between how respondents currently measure the effectiveness/ROI of integrated multi-screen campaigns and how they would prefer to measure it.

When asked to identify “the single biggest issue regarding multi-screen advertising that keeps you up at night”, measurement, by a wide margin, was the most common response. 

A key recommendation in our report is to establish an industry-wide initiative to drive multi-screen measurement. Industry trade associations — initially led by ANA, ARF, and MRC — would invite key senior leaders from across the advertising ecosystem to join to help foster standards and best practices for multi-screen campaign measurement and management. This would build on Making Measurement Make Sense (3MS), an industry-wide initiative to improve cross-platform comparability through improved digital metrics and standards, particularly focused on supporting brand advertising.

Measurement should not be so scary and we look forward to working with the marketing industry to help us all sleep a little better at night.

No Irish Need Apply

By Bill Duggan, Group EVP, ANA
Posted: Oct 28, 2013 10:30am ET

I visited the Tenement Museum in NYC recently. The museum is a National Historic Landmark on the Lower East Side and originally housed 22 apartments and a basement level saloon. The building now stands as a kind of time capsule reflecting 19th and early 20th century living conditions. I went on a tour called “Irish Outsiders.” Irish emigration to the United States was driven by the potato famine in Ireland, 1845-1852. During the famine approximately one million people died and a million more emigrated from Ireland. New York saw the largest amount of Irish emigration and by 1855, 26% of the population in Manhattan was Irish, putting strains on the labor force and resulting in “No Irish Need Apply” signs. There was rampant anti-Irish racism at that time including the stereotyping of the Irish as alcoholics and newspaper illustrations depicting prehistoric "ape-like images" of Irish faces to bolster claims that the Irish people were an inferior race.

Other groups have followed the Irish as targets of stereotypes and racism. The Italians soon thereafter. African-Americans. Hispanics. Asians. LGBTs.

I visited the Tenement Museum with my teenage daughters and we discussed how their ancestors came to America from Ireland during the potato famine. I’m glad that my kids are growing up in a more diverse and tolerant world than my ancestors did 130 years ago and I did a generation ago.

Of course, America still has issues of stereotypes and racism. But I am proud that the advertising industry is doing such a great job in building positive images of a multicultural America. There are more ads than ever before that feature couples of different races. Kudos to companies/brands such as General Mills/Cheerios. I look forward to the ANA Multicultural Marketing & Diversity Conference and Multicultural Excellence Awards dinner (November 3-5 in LA) as there will surely be great stories shared on marketing to a multicultural nation.

Highlights from ANA Content Marketing Members Only Conference

By Marni Gordon, vice president of committees and conferences, ANA
Posted: Oct 24, 2013 9:00am ET

This week we held our first-ever ANA Members Only Conference on Content Marketing in New York City and had a great day!  The event was hosted by Thomson Reuters and A&E Networks was the presenting sponsor.  The day was filled with rich real-time insights on keys to content marketing success and included sessions from Charles Schwab & Co., GE, Thomson Reuters, A&E/Duck Dynasty, Post Foods, and L’Oreal.  Here are some key highlights from the event:

  1. Charles Schwab & Co., Inc.: Helen Loh, Vice President, Content & Digital Marketing stressed that today’s marketing must deliver useful value to consumers and that content marketing is the currency to earn consumer engagement and affinity.  Helen shared her team’s key lessons learned in content marketing which are:  
    • Content in paid media is highly effective in generating engagement.
    • Engagement vs. conversion may be optimized in different formats.
    • Content expands the scope of marketing – key challenge is to integrate functions in new ways.
    • Content requires different teams and processes.
    • Creating a “content center of excellence” can be a low-friction way to build centralized governance.
  2. GE: Jason Hill, Director, International Advertising & Content discussed how GE, the world’s oldest start-up, has morphed from advertiser to publisher.  GE believes that content marketing is a way to humanize a 130 year old company.  GE now pushes out relevant and authentic content daily in a range of formats in a much more nimble way.  GE has found that slideshows tend to be most popular in social and infographics are most popular in native advertising.  The principles that guide GE’s content marketing are:
    • The media is the message.
    • Think like a publisher.
    • Go beyond eyeballs: passions
  3. Thomson Reuters: Stephen Sonnenfeld, Vice President, Corporate Advertising & Brand Integration led a panel discussion with participants from Ogilvy, Interbrand, and Thomson Reuters on the ins, outs and keys to positioning your brand to achieve thought leadership success.  Some of the key insights shared were:
    • Within content marketing, the brand needs to be authentic and have a voice of people talking to people vs. a brand talking to people.
    • If you set up a strong owned and earned media strategy first, then your brand is more likely to use your paid media more wisely.
    • Search is where the consumer thinks on their own terms and it is important to use this data to create relevant and authentic content.
  4. A&E Networks/Duck Dynasty:  Lori Peterzell, Vice President of Marketing & Brand Strategy spoke about how they leveraged real-time content and social media to position their smash-hit show Duck Dynasty as a pop culture phenomenon.  The company established a social response lab which created an interactive viewing experience focusing on social listening and real-time fan engagement.  A&E Networks also holds weekly content meetings and handles content marketing in-house.

    Insights from Procurement Day

    By Bill Duggan, Group EVP, ANA
    Posted: Oct 23, 2013 10:22am ET

    ANA Procurement Day was hosted by BP in Chicago yesterday (10/23) and the learning was rich.

    Business Value (from BP)
    Creating business value is the role of procurement.  It’s not about marketing, it’s not about procurement, and it’s not about cost savings.  Rather, it’s about creating business value.

    Emerging Procurement Practices (from McKinsey)
    Such practices include:

    • Exploring new partner options
    • e-auctions for agency services
    • Increased use of trading desks
    • Production decoupling
    • “Clean sheet” models to improve transparency (to better understand supplier costs)

    Talk Less, Listen More (from Nationwide)
    Procurement helps facilitate key relationships and should talk less and listen more.  Examples at Nationwide:

    • Management of agency evaluations was moved internally.
    • Consistent scope of work processes were implemented with scope and quote templates.

    Getting Started (from Groupon)
    Those organizations getting started in marketing procurement need to conduct a spend analysis to determine how much is spent, on what, with whom, and by whom. That analysis would uncover:

    • Top categories
    • Top suppliers
    • Suppliers that serve in multiple geographies
    • How fragmented or concentrated the supplier base is
    • Who the key stakeholders are
    • Which categories to source and in which sequence

    State Commercial Production Incentives (from Kraft)
    State commercial production incentives are on the rise. States view these programs as job creators. The net savings in some states range between 15-50 percent of the total production budget. Talent residuals, celebrity talent, and agency compensation can qualify in some states.

    Thanks BP, McKinsey, Nationwide, Groupon, and Kraft.  We all learned so much!

    For Experiential Marketers Facilitating Fan Interaction Post-event Is Just as Important as the Event

    By Yasmin Melendez, director of committees and conferences, ANA
    Posted: Oct 10, 2013 12:20pm ET

    Grand Central Station is a hub of constant activity and experiential marketers flock to it to give away free samples and raise brand awareness with New Yorkers and tourists. On my way home last night, I walked past a group of ladies giving away a tiny pink package. As a native New Yorker walking a mile a minute, I did not have time to stop, but I grabbed the freebie and continued on my way to the bus.

    After I had a chance to settle down, I checked out the package, which I first thought was a lip balm, but instead found a tiny pink Baked by Melissa Cupcake. I took a photo and shared it on Facebook and then I realized that the package itself didn’t shed light on the campaign background and purpose.                    

    Without a reference, you would think the giveaway was to promote Baked by Melissa, a New York City bakery known for its bite-sized cupcakes. However, I remembered the pink van with the Ford logo and did some research online. This was part of a campaign by Ford Warrior in Pink  #LoveandCupcakes tour for Breast Cancer Awareness Month. Fans had a chance to meet with Gilles Marini, receive the delicious treat and support the Dr. Susan Love Research Foundation by buying one of Gille’s designed T-shirts.

    This was no small event; it was a well-orchestrated tour to promote their cause and celebrity spokesperson, but there was no consideration given to the Ford brand or Warriors in Pink cause on the souvenir potential customers would leave with. As a result, I was unable to spread the word on the bigger cause and the support Ford gave it.  It was a missed opportunity to continue the fan interaction beyond the first, and only, bite.        

                              

    Congrats to those Companies who Embrace LGBT Consumers & Employees

    By Bill Duggan, Group EVP, ANA
    Posted: Oct 10, 2013 9:37am ET

    ANA’s Multicultural Excellence Awards once again has a LGBT category and, this year, that category received more entries than ever before.  That’s great news and is an indicator that more companies recognize the business opportunities of LGBTs, and equally importantly, are not backing down from any potential backlash from those with less vision.  The winners of the 2013 Multicultural Excellence Awards for the LGBT category are:

    • Allstate Insurance Company, Leo Burnett
    • American Express Company, Grand Central Marketing
    • General Mills’ Lucky Charms, McCann New York

    The 2013 grand prize will be announced at a ceremony during ANA’s 15th Annual Multicultural Marketing & Diversity Conference, taking place November 3-5 in Los Angeles.

    This year saw some important, positive developments for LGBTs:

    • The Defense of Marriage Act (DOMA) was struck down by the Supreme Court. Enacted in 1996, that allowed states to refuse to recognize same sex marriages granted under laws of other states, effectively barring same-sex married couples from being recognized as "spouses" and denying federal benefits to gay couples who legally married in their states, including Social Security survivor benefits, immigration rights and family leave. 
    • NBA player Jason Collins announced that he’s gay, becoming the first openly gay athlete playing in a major American team sport.

    But for every positive step forward, there is often a step or two backwards.

    • Russian president Vladimir Putin recently signed a law allowing police to arrest tourists and foreign nationalists suspected of being homosexual or pro-gay.  Russia, by the way, will soon be hosting the 2014 Winter Olympic games.  The law could mean that any Olympic athlete, trainer, family member, or fan who is suspected of being gay, or pro-gay, can go to jail.
    • Just even more recently, the governor of Pennsylvania compared gay marriage to incest.

    ANA is proud to have enlightened members such as Allstate, American Express Company, and General Mills and encourage others to become more active with LGBT customers and employees.

    What I Learned @ The ANA Masters of Marketing Conference

    By Bill Duggan, Group EVP, ANA
    Posted: Oct 8, 2013 10:37am ET

    I am just back from the ANA Masters of Marketing Conference, where I learned so much, including:

    • We are now in the “Customer Era” (which began in 2010). The customer has tools that they have never had before and are therefore in the driver’s seat. (Stephen Quinn, Walmart)
    • If you can’t write your idea on a tweet or via a text, you probably don’t have an idea. (Olivier Francois, Chrysler)
    • The four components of great story-telling are unforgettable characters, a compelling plot, populist entertainment, and social commentary. (Debra Sandler, Mars and David Lubars, BBDO)
    • Millennials are the first generation of digital natives. Marketers must be transparent, authentic, organic, and sustainable (TAOS) in their approach with millennials. (Joe Tripodi, The Coca-Cola Company)
    • The role of marketing at GE is to drive value and innovation. (Beth Comstock, GE)
    • Behind every app is a customer. Never forget about that customer. (Mark Benioff, Salesforce.com)
    • Building brands in the digital age requires points of entry and points of amplification.  Often, the amplification from social and PR can outperform television. (Tony Pace, Subway)
    • Multiple devices today are horribly disconnected and going forward there is the opportunity to sync those up, which will provide benefits for advertisers. (Yusuf Mehdi, Microsoft Xbox)
    • Embrace a 360-degree approach to meeting customer needs. There is a greater premium today than ever before in consistency across screens. (John Costello, Dunkin’ Brands)
    • Do the right thing for your customer to build opinion. Opinion is the path to long-term growth. (Roger Adams, USAA)
    • Brands must build a digital mystique when targeting millennials as that group is mobile first; many don’t even have their own home computer. (Rodney Williams, Hennessy USA, LVMH Louis Vuitton Moët Hennessy)
    • Co-creation is about providing wisdom rather than just knowledge. (Brian King, Marriott)

    Insights from the Multicultural Excellence Awards Judges

    By Yasmin Melendez, director of committees and conferences, ANA
    Posted: Sep 30, 2013 1:41pm ET
    During the Multicultural Excellence Awards judging, I had the privilege of spending two days with some of the brightest marketers spearheading multicultural initiatives for their companies. I want to express a huge thank you to this year’s judges, who dedicated their time to review 375 pieces of creative:

    • Sharonda Britton, Walmart Stores, Inc.
    • Mike Foley, Post Holdings, Inc.
    • Liz Ho, Healthfirst
    • Ellen Johnson, EmblemHealth
    • Dante Mastri, American Express
    • Melissa Miranda, PepsiCo Beverages America
    • Irene Palen, Verizon Communications
    • Patricia Popowich, Diageo North America, Inc.

    • Widaliz  Quiñones, HEINEKEN USA
    • Matthew Rodano, The LanguageWorks, Inc.
    • Chris Starkey, Edward Jones
    • Xavier Turpin, Dunkin' Brands
    • Lisa Valtierra, Boehringer Ingelheim Pharmaceuticals, Inc.
    • Lizette Williams, Kimberly-Clark Corporation
    • Maurice Wilson, American Family Insurance
    In a previous post, I shared my takeaways about this year’s entries; now the judges share their perspective:

    "As a judge, I was inspired by both the excellent creative and the deep insights that were used to reach multicultural consumers and the total market.  While our industry is challenged to effectively reach multicultural audiences, it's my hope that with wonderful organizations, like the ANA, we'll continue to learn and share from each other."
    Chris Starkey
    , Senior Marketing Strategist and Team Leader for Consumer Needs, Edward D. Jones & Co

    “As multicultural consumers slowly creep into being the majority (this year multicultural births represented 51% of all babies being born!), we need to begin to rethink our approach.  We have moved beyond the days of siloed marketing; the very notion of “multicultural marketing” is essentially dead.  Today we are marketing in a multicultural world.  Every marketer will need to be equipped with the tools to appropriately address this consumer, not just those with “multicultural” in their title.  This is the new general market.”
    Lizette Williams, Senior Brand Manager, Kimberly-Clark Corporation

    “Now more than ever it is an exciting time to be a marketer, to push boundaries and to build powerful brands within the multicultural community. The majority of the work submitted for judging was rooted in similar multicultural insights translated into very-traditional, expected executions. However, the ones that rose to the top took those same insights and demonstrated a deep, nuanced understating of the consumer that was cleverly translated to engaging and emotionally powerful executions- the  winners evolved traditional multicultural stats to ‘making heart beats.’”
    Melissa Miranda
    , Senior Manager, Culture Marketing, PepsiCo Beverages America

    “Seeing several multicultural entries in succession, I started to notice some commonalties in entries that generated positive reactions.  The most successful entries were rooted in clear insights about a particular segment, but also managed to tap into a more universal feelings or emotions.  And the cultural cues reflected didn’t necessarily have to hit the viewer over the head – but they needed to be clearly articulated and executed in the creative.”  
    Dante Mastri
    , Global Strategy & Capabilities, Global Merchant Services, American Express

    “The future of multicultural marketing is bright.  Clearly, the consumer base is dramatically changing.  A third of the nation is non-white and at current growth rates will surpass the Caucasian population around 2043. Baby boomers are retiring, ethnic groups’ purchasing power is growing and Millennials have shifted to an acquisition age.  As such, we should now practice Marketing in a Multicultural Nation and evolve from an initiative to a business imperative that translates to the bottom line."
    Xavier Turpin, Director of Multicultural Marketing, Dunkin' Brands Inc.

    The 2013 ANA Multicultural Marketing & Diversity Conference is November 3-5 in Los Angeles, CA. Hear from McDonald’s, IMAN Cosmetics, Diageo, Pepsico, Amway, Walmart, Paramount Pictures and many more who will provide multicultural marketers with ideas on driving business growth. 

    Highlights from ANA/Effies Members Only Conferences

    By Marni Gordon, vice president of committees and conferences, ANA
    Posted: Sep 27, 2013 12:00am ET

    This month ANA partnered with Effie on two ANA Members Only Conferences themed:  Effective Marketing & Media Insights.  The first event was held on September 12th in New York City hosted by Time Warner Inc.  The second conference was held the following week on September 19th at the GRAMMY Museum in Los Angeles hosted by AEG Worldwide and presented by the United States Postal Service.

    Both conferences showcased winners of the 2013 Effie Awards North America program through case studies that focused on best practices for bringing ideas to life, key insights and industry trends. The Effie Awards recognize the most effective advertising – advertising that drives results – and their mission is, “to recognize, educate and encourage effectiveness among the marketing communications industry.”

    Both days were filled with rich insights and included sessions from Ford Motor Company, JetBlue, Johnson & Johnson, Prudential, Mizuno, Activision, Hillshire Brands, Dick’s Sporting Goods, and United States Postal Service plus an overview on key trends and insights from 2013 Effie award winners.  Here are some of the keys to success/lessons learned from both events:

    • Start with a core idea rooted in strategic insights.
    • Make the idea personal, social and shareable.
    • Allow people to connect with your brand on their terms.
    • Brands need to be in the content business and have the right context (right place, right time).
    • Technology can make life a little more human.
    • You need to be courageous and not afraid to take chances.
    • It doesn’t matter how old your product is…if you capture the emotional moment and leverage technology, it can definitely change your brand.
    • It is important to leverage the consumer insights you have to improve your brand and consumer experience.
    • It is important to communicate your brand’s belief system and involve all stakeholders.
    • Cultural inevitability can drive your business.
    • Honor your core.
    • Draw creative inspiration from outside your category.
    • Great advertising is content.
    • Big ideas are executionally flexible.
    • Be strategically focused.  Don’t try to make one thing the job of ten.
    • Authenticity is the key to good creative.
    • A good run can change your day, your life.

    Key Takeaways from Advertising Week Panel on Agency Selection Briefing Guidance

    By Bill Duggan, Group EVP, ANA
    Posted: Sep 26, 2013 11:00am ET

    Yesterday, ANA and 4A’s released the white paper, Agency Selection Briefing Guidance, and a panel during Advertising Week showcased the work. The panel was moderated by Rupal Parekh of Advertising Age, on stage at B.B. King, and featured two ANA members and two 4A’s members. Each panelist left us with a key takeaway.

    Eve Reiter, American Express: Briefings really matter. Resources at both the client and agency are being engaged and clients should be prepared to take the time to give proper briefings.

    Ed McFadden, Target: Clients will get out of briefings, what they put in. Poor briefings likely result in “garbage in, garbage out.”

    Kristin Bloomquist, Cramer-Krasselt: Chemistry is critical. Ideally, a review isn't just done to find a new campaign, but rather to find a long-term partner and partnership.

    Claudia Caplan, RP3: The guidance provides a roadmap for the right way to start a relationship. For small(er) agencies, it gives an objective "go to" when questions arise during the search process, particularly when dealing with less sophisticated, smaller or startup clients.

    Thanks to Rupal for her moderation of the panel and her colleague, Alexandra Bruell, for her Ad Age article on the guidance.

    Left to right: Rupal Parekh, Ed McFadden, Kristin Bloomquist, Claudia Caplan, Eve Reiter


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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.