Marketing Maestros

What to Keep in Mind When Entering Into a Sports Sponsorship

Posted: Mar 5, 2013 12:00am ET BY Ken Beaulieu, vice president of marketing and communications, ANA

In 2011, Liberty Seguros, the Brazilian subsidiary of Boston-based Liberty Mutual Insurance, was announced as a national supporter of the 2013 FIFA Confederations Cup and the 2014 FIFA World Cup. This year, the property and casualty insurer became an official sponsor of the 2014 and 2016 U.S. Olympic and Paralympic Teams. These partnerships represent Liberty Mutual’s first major foray in the bur ...

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Marketing is an Investment to be Maximized & Not a Cost to be Minimized

Posted: Mar 4, 2013 12:00am ET BY Bill Duggan, Group EVP, ANA

Gerry Preece (former P&G marketing procurement) and Russel Wohlwerth have just published “Buying Less for Less … How to avoid the Marketing Procurement dilemma” and the key thinking in the book is outlined below

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Highlights from the ANA Media Leadership Conference

Posted: Feb 28, 2013 12:00am ET BY Bill Duggan, Group EVP, ANA

ANA’s inaugural Media Leadership Conference was just held in Miami, attracting 350+ media mavens. Here are some highlights from the event.

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Social and Mobile Conference at Electronic Arts

Posted: Feb 21, 2013 12:00am ET BY Marni Gordon, vice president of committees and conferences, ANA

I had a great time hosting our second annual ANA Members Only Conference at Electronic Arts in Redwood City, California! This year’s theme was Social and Mobile and the day included great sessions from Electronic Arts, Del Monte, Hewlett-Packard, Lytro, and Qualcomm.

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Dish Hopper: Marketer’s Friend or Foe?

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

Dish Network ‘s Dish Hopper DVR has a feature called AutoHop which gives consumers the choice to skip all commercials with the push of a single button on a remote control. Dish Network launched an ad campaign last week promoting the death of commercials which features the “Boston guys” who pay their last respects to commercials in the spot.

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Precision Marketing: Maximizing Revenue Through Relevance

Posted: Feb 19, 2013 12:00am ET BY Bill Duggan, Group EVP, ANA

I just finished reading the book, Precision Marketing: Maximizing Revenue Through Relevance. Co-author Sandra Zoratti is VP marketing at Ricoh and will be a speaker at the ANA Advertising Financial Management Conference in May.

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ANA's Perspective on Nielsen’s Acquisition of Arbitron

Posted: Feb 12, 2013 12:00am ET BY Bill Duggan, Group EVP, ANA

Since Nielsen announced its plans to acquire Arbitron in late December, ANA has been listening to industry perspective – from our members, analysts, agencies, other associations as well as the coverage in the trade press. Here’s where we are coming out: ANA’s position is that there is no reason to oppose Nielsen’s acquisition of Arbitron; but meanwhile, there are some valid concerns.

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Never Stop Connecting with Influencers

Posted: Feb 6, 2013 12:00am ET BY Ken Beaulieu, vice president of marketing and communications, ANA

Sartori CMO Chad Vincent views social media as the “great equalizer” for companies with a limited marketing budget. When he joined the company in 2010, after serving as chief branding officer at Fiskars, he immediately scanned the blogosphere to not only see what people were talking about, but also determine whether they were a good fit for the brand.

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Innovation Day at Walmart

Posted: Feb 6, 2013 12:00am ET BY Bill Duggan, Group EVP, ANA

I made my first-ever trip to Bentonville, Arkansas this past week where Walmart hosted ANA Innovation Day. Here are some highlights from the day:

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ANA Members Want Brand-Specific Commercial Ratings

Posted: Jan 30, 2013 12:00am ET BY Bill Duggan, Group EVP, ANA

Last week, ANA hosted the Commercial Ratings Summit. Our purpose was to discuss solutions that could help facilitate the availability of brand-specific commercial ratings for television. The meeting was attended by 92 individuals representing client-side marketers, agencies, media (network, cable, and syndication), solution providers, industry trade associations, and other interested parties.

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