Marketing Maestros

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:

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

New ANA/4A’s White Paper: Agency Selection Briefing Guidance

By Bill Duggan, Group EVP, ANA
Posted: Sep 25, 2013 1:47pm ET

Today, ANA and 4A’s released the new white paper, Agency Selection Briefing Guidance.   Our intention is to provide basic guidance for clients who are unfamiliar with the fundamentals of briefing an agency during the agency selection process, and give clients experienced in agency selection briefings additional best practices to consider. This is a follow-up to Guidelines for Agency Search, released two years ago. 

ANA and 4A’s believe there is an opportunity to further improve the productivity of the agency search/new business process, for both agencies and advertisers, by developing specific best practices guidance around the subject of agency selection briefing throughout the entire agency selection process, including initial list/RFI phase, semi-finalist/RFP phase,  and finalist phase.

Some key takeaways from the new white paper:

Agency reviews are costly and time-consuming for marketers and agencies. All parties benefit from structuring efficient and relevant briefing practices.  Agency selection is an important strategic decision. Briefings matter. Best practice briefing practices enhance the likelihood of selecting an appropriate and culturally compatible marketing partner.

This guidance was developed by a joint task force of ANA and 4A’s members and ANA would like to thank our members who participated:

Super Bowl Gospel Celebration to Benefit ANA Member St. Jude Hospital

By Bill Duggan, Group EVP, ANA
Posted: Sep 24, 2013 11:57am ET

The Super Bowl Gospel Celebration is an event sanctioned by the NFL and will take place Friday, January 31, 2014 at Madison Square Garden in New York.  That’s Super Bowl weekend as the game is February 2.  Now in its fifteenth year, the Super Bowl Gospel Celebration is an inspirational music event that traditionally features performances by Grammy Award-winning, multi-platinum selling gospel and contemporary Christian and mainstream artists, marquee NFL players and the NFL Players Choir.

The event also serves as a fundraiser with a portion of the proceeds benefiting national and local charities. This year the primary charitable beneficiary will be St. Jude Children’s Research Hospital. St. Jude is internationally recognized for its pioneering research and treatment of children with cancer and other catastrophic diseases. Ranked one of the best pediatric cancer hospitals in the country, St. Jude is the first and only National Cancer Institute-designated Comprehensive Cancer Center devoted solely to children.

ANA happily feels some responsibility for connecting St. Jude and the Super Bowl Gospel Celebration as the introduction between the two was made at last year’s ANA Multicultural Marketing & Diversity Conference.

For those interested in learning more about the Super Bowl Gospel Celebration, including sponsorship opportunities, contact Melanie Few-Harrison at Results Marketing & Media (melanie@resultsinc-agency.com / 770.980.4925).

The 2013 ANA Multicultural Marketing & Diversity Conference is November 3-5 in LA.  Confirmed speakers are from companies including American Express, American Heart Association, Amway, Coca-Cola, Diageo, IMAN Cosmetics, McDonald’s, Pepsi, Target, Walmart, Warner Bros., and Wells Fargo.  I have no doubt that more great connections are waiting to be made there!

Congratulations to the 2013 Multicultural Excellence Award Category Winners

By Yasmin Melendez, director of committees and conferences, ANA
Posted: Sep 24, 2013 8:00am ET

In a previous blog post I wrote about the key insights from the Multicultural Excellence Award judging session; where 15 ANA members from various industries reviewed over 185 entries submitted for the Multicultural Excellence Awards. The Multicultural Excellence Awards recognize the outstanding work being done in the areas of African-American, Asian, Hispanic and LGBT advertising. This year’s takeaways included:

On November 4th, the grand prize winners in each category will be announced at a ceremony during the ANA Multicultural Marketing & Diversity Conference at the J.W. Marriott in Los Angeles, CA.  Congratulations to this year’s category winners!

Asian Category                   

African-American Category                           

Digital Media Category                   

General Market Category                               

Hispanic Category                              

LGBT Category                    

Print Category                    

Radio Category                   

Significant Results Category                          

Elevating the Role of Marketing Procurement with Procurement Leaders

By Bill Duggan, Group EVP, ANA
Posted: Sep 23, 2013 9:25am ET

Last week I had the opportunity to attend the Procurement Leaders conference in Boston and present a session, titled “Elevating the Role of Marketing Procurement” with Sal Vitale.  Sal is category leader, media procurement at Johnson & Johnson and the co-chair of the ANA Procurement Task Force.  The three key takeaways from our session are highlighted below.

Takeaway #1: Marketing is an investment to be maximized and not an expense to be minimized. 

Takeaway #2: Marketing procurement must evolve from a tactical role (cost reduction) to a more strategic one.  

Takeaway #3: Procurement needs to more closely align their measures of success with marketing colleagues.

The white paper, “Elevating the Role of Marketing Procurement,” upon which this presentation was based, can be found here: www.ana.net/elevatingprocurement.

ANA “Procurement Day” is October 22 in Chicago hosted by BP, This is a complimentary event for ANA members and other interested client-side marketers and details are here: www.ana.net/membersconference/show/id/MOC-OCT13C.

The Insights Behind Valspar’s Growth

By Ken Beaulieu, senior director of marketing and communications, ANA
Posted: Sep 23, 2013 8:00am ET

For more than 200 years, Valspar was a private label manufacturer of high-quality paint and coatings for Lowe’s and other independent retailers. But in 2007, Valspar made the bold decision to create a consumer-facing brand of paint to help its retail partners drive more growth and the company “better control its own destiny.” It not only called for product and marketing innovations, but also for a creative brand strategy that would distinguish Valspar in the do-it-yourself (DIY) segment.

Much like a fresh coat of paint, the plan has breathed new life into the global company. Valspar is now the number two brand of DIY paint in the U.S. — and the company has its sights set on becoming number one.

John Anton served as Valspar’s vice president of marketing for much of the transformation before being named vice president and general manager of the Ace business unit earlier this year. In a recent interview with me, he explained the insights that were of paramount importance to driving meaningful growth.

“As a coatings company with a heavy focus on the DIY segment, we would like for people to paint more frequently,” he said. “Consumer research tells us there are two key reasons why people don’t do this more often: first, it’s a lot of work to paint a room, and second, people lack color confidence. Over the past few years, our competitors have focused on trying to solve the first problem by launching products like paint and primer in one, intended to make the painting project less cumbersome. While we have also launched paint-and-primer offerings, we knew that the bigger opportunity was to solve the second pain point — how to instill more color confidence in the minds of DIYers. That is what led us to launch the Valspar Love Your Color Guarantee in 2012. Valspar is the only brand in the industry to guarantee consumers that they will love their paint color, even after it has been put up on the wall. If a consumer isn’t absolutely thrilled with the initial color of Valspar paint, they simply purchase another Valspar color and we reimburse them for the cost of their first color. This is now a core part of the Valspar brand promise, as it serves as a tangible proof point of our unique ability to give consumers color confidence.

“Instilling color confidence throughout the paint journey is also why digital is such an important tool for us,” Anton continued. “Consumers are seeking color inspiration from a variety of sources, including magazines, websites, Pinterest, Facebook, blogs, etc. As a brand, we have a presence in all these channels/outlets, but we also go further. We are the only brand to offer a free color consultation, through our new Valspar Color Connect App. We utilize Facetime technology to allow consumers, from the comfort of their own homes, to have a virtual color consultation with one of our trained color designers. Using the dual-camera technology of smart phones, consumers can show our Valspar color consultants the room they want to paint, allowing our designers to see their furniture and style aesthetic. Our consultants then drag and drop color chips of recommended colors, which get super-imposed over the existing wall to give consumers a virtual feel of what the new room will look like. This virtual consultation ends with our consultant sending an email to the consumer with all the information about the colors they discussed, along with closest retailer location, thereby providing consumers the color confidence they are missing today.” 

Anton will share Valspar’s remarkable story at the 2013 ANA Masters of Marketing Annual Conference, October 3-6 in Phoenix, Ariz. If you’re not attending the event in person, be sure to catch the live stream on your computer, tablet, or smartphone.

Marketing in a Real-Time World: Key Insights from 360i Marketing Summit 2013

By Marni Gordon, vice president of committees and conferences, ANA
Posted: Sep 20, 2013 12:00am ET

I attended the “360i Marketing Summit 2013” this week in NYC.  360i brought their clients and partners together to learn from each other on topics related to the key theme of the event:  “Navigating Disruption:  From Big Data to Big Ideas”.  My favorite session was a panel moderated by Sarah Hofstetter, President of 360i on “Marketing in a Real-Time World”.  Marketers from Ben & Jerry’s, Mondelez International (Oreo), and USA Network participated on the panel and shared great insights on how to balance brand authenticity with cultural relevance in a real-time world.  Some of the key lessons learned to success in real-time marketing were:

ANA’s first-ever Real-Time Marketing Conference presented by Starcom is December 4th in NYC!  Learn from Kraft Foods Group, The Coca-Cola Company, Hasbro, Anheuser-Busch, MINI, MasterCard Worldwide, Nestle and more!!!  I look forward to seeing you there!

Procurement & In-House Agencies

By Bill Duggan, Group EVP, ANA
Posted: Sep 19, 2013 10:55am ET

Marketing procurement should be aware (keenly aware) of the value and benefits of in-house agencies.  In-house agencies offer key benefits, per the recent ANA report “The Rise of the In-House Agency.”

The current marketing environment, with its increasing emphasis on productivity, speed, and cost-effectiveness, lends itself well to in-house agencies.

Our research indicates that procurement currently has some influence in moving business from an established agency to an in-house agency. Among those companies that have a marketing procurement department, 45 percent say procurement is somewhat or more influential in deciding to move business in-house.  This influence is likely to grow.  Just as production decoupling and media auditing burst on the scene a few years ago and became strategic drivers of value for procurement, in-house agencies can also provide substantial value.  Marketing procurement should take notice!

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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.