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Marketing Maestros

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:

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

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:

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:

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:

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

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:

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                          


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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.