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Marketing Maestros

What I Learned in London at the WFA Sourcing Forum

By Bill Duggan, Group EVP, ANA
Posted: Jan 27, 2014 12:00pm ET

I just attended the WFA Sourcing Forum in London with about forty sourcing professionals and learned so much!  Some highlights:

Decoupling Music
Production decoupling has been around for some time now. In this meeting, for the first time, I heard about decoupling the music used in advertising. Most clients cannot answer the question, “How much do you spend per year on the music in your advertising?” And while that’s a bit scary, it also represents an opportunity. According to the consultant who presented at this meeting, big clients can spend tens of millions of pounds (and dollars) per year on music in advertising. Having a consolidated global approach to music can lead to significant cost savings in addition to better quality and greater access to talent. While many companies decouple production, few decouple music. And that is likely to change.

Global Agency Remuneration Trends
The WFA debuted results of their new survey on global agency remuneration trends. Some key insights:

Other Takeaways

At this meeting I had the opportunity to present ANA’s recent work on in-house agencies.

The WFA Sourcing Forum next meets 24 April in Zurich, hosted by Johnson & Johnson.

Attend Super Bowl Gospel Celebration – January 31 in NYC

By Bill Duggan, Group EVP, ANA
Posted: Jan 24, 2014 10:00am ET

The Super Bowl Gospel Celebration (www.superbowlgospel.com) is an event sanctioned by the NFL and will take place Friday, January 31, 2014 at Madison Square Garden in New York. St. Jude Hospital (an ANA member) is the well-deserving beneficiary.

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 (www.stjude.org). 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 the 2012 ANA Multicultural Marketing & Diversity Conference.

Performers will include: Patti LaBelle, Tamela Mann, Natalie Grant, Mary Mary, Donnie McLurkin, and the NFL Players Choir.

Tix at www.superbowlgospel.com.

CES Highlights

By Bill Duggan, Group EVP, ANA
Posted: Jan 13, 2014 11:00am ET

I attended CES last week and it was their largest show in history. More than 3,200 exhibitors. Attendance of 150,000+, including an estimated 10,000 marketing and advertising execs. Some highlights and points of interest follow.

4K Television
All the major manufacturers displayed 4K televisions – 4K has four times the resolution of current HD TVs. 4K is in its early days as there are business economics and technical delivery issues that need to be solved and a big hurdle will be producing content in a cost effective way. Advertisers need to take notice as 4K could also change the way ads are produced.

Curved TVs and Phones
Curved TVs were popular, promising a “more immersive” and “more cinematic” viewing experience. LG and Samsung even have curved phones. Whether such products have real benefit or are hype remains to be seen.

Wearable Technology
Many of the products with wearable technology have a focus on health and fitness. Others merge fashion with consumer electronics. Some of the more interesting examples:

There were also smart watches, like Samsung’s Galaxy Gear, and wearable cameras.

Connected Homes & Connected Cars
Connected home technology is becoming more common in the household as consumers look for ways to better control and streamline their lives. There was the Cisco Connected Home, the Samsung Smart Home as well as many others. Importantly, the mobile phone has become the remote control for the connected home.

There were many automotive companies at CES with their connected cars that have smart phone technology integrated into them. At the Ford booth a speaker stated, “Technology will differentiate Ford from the competition.”

CES is all about the connected life and is an experience that every marketer should have.

The Connected Home at CES

By Bill Duggan, Group EVP, ANA
Posted: Jan 10, 2014 2:00pm ET

There was lots of buzz at CES about “the connected home” and I was fortunate to moderate a panel at the Scripps Pavilion on the topic. 

What do we mean by connected home? One definition is: individual, smart devices that are useful products on their own merits that can talk with one another for specific uses and are able to be connected with even when the consumer is away from the home.

Connected home technology is becoming more common in the household as consumers look for ways to better control and streamline their lives. Examples of such technology abound in home security and energy automation: smart deadbolt locks, smartphone-controlled LED bulbs, thermostat controls, and video monitoring services for the home.

According to research from Scripps and others, consumers are looking for various benefits in their connected home products: comfort, safety, efficiency, simplicity, and design quality.

Importantly, the mobile phone is the device that controls the connected home. The mobile phone has become the remote control for the connected home.

In walking the floor at CES the connected home was everywhere: LG’s Connected Home, Samsung’s Smart Home, and Cisco’s The Connected Life at Home. I left Las Vegas with a head full of ideas to upgrade and better “connect” my own home!

Being Ready to Be Ready

By Andrew Eitelbach, senior manager of marketing and communications
Posted: Jan 2, 2014 12:00pm ET

If you have ever used the subway in New York City you know it’s not a place for dilly-dalliers. People are in a rush, and if you’re slow or in the way, plenty of riders are happy to let you know. So the other day as I hurried down the steps to a 6 train, I was surprised to find the person next to me only beginning to search his pockets for his subway pass as we reached the turnstiles. As a short line of impatient commuters rapidly queued up behind him, I swiped my pass, boarded a waiting train, and grabbed a seat. The man reached the train just in time to watch it pull away without him. Sitting there, I couldn’t help but wonder, in such a fast-paced environment, why wasn’t he prepared in advance to go through the gates?

Whatever the reason, I was struck by how analogous the story is to today’s marketing environment. With the prevalence of mobile and its convergence with digital and social media and the advent of real-time marketing, our industry has never moved this rapidly. Hasbro’s Victor Lee addressed this very point last month at the 2013 ANA Real-Time Marketing Conference in New York. He, along with speakers from Anheuser-Busch InBevMINI, and others, emphasized how marketing is changing to focus on the right-now and what marketers can do to maintain relevancy in a constantly evolving world. (Meanwhile, conference goers tweeted about the presentations — in real time — using the hashtag #ANARealTime.) 

The key message: If you want to have the next "Oreo moment,” or do what DiGiorno was able to do on Twitter with NBC’s live performance of “The Sound of Music,” be sure your team is ready to be ready. As 2014 ramps up, marketers must be prepared for what they can see coming and be ready to act quickly when presented with chance opportunities, or, in such a fast-paced environment, they’ll miss their train. 

Highlights from Select 2013 ANA Conferences

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

The ANA has a large and diverse portfolio of national industry and members-only conferences. Our conferences are unique in the marketing industry, as we showcase the client-side perspective.

ANA’s eight national conferences in 2013 — including five premier multiday events — collectively attracted nearly 5,000 members and nonmembers.  In addition, we held 25 members-only conferences in 2013 in cities across the U.S., including Boston, New York, Atlanta, Detroit, Orlando, Louisville, Chicago, Minneapolis, St. Louis, and San Francisco.

If you didn’t have the time to attend all of our events, I hope you enjoy these highlights from select 2013 ANA Conferences:

Best of ANA 2013 White Papers

By Bill Duggan, Group EVP, ANA
Posted: Dec 16, 2013 12:00pm ET

In what is likely my very last blog of 2013, I wanted to share the terrific white papers produced by the ANA committee team this past year.  Topic areas consist of: payment terms for marketing services, sponsorship and event marketing measurement, optimizing integrated multi-screen campaigns, agency selection briefing, in-house agencies, marketing procurement, and brand-specific commercial ratings.  Enjoy!

Payment Terms – Current Practices for Marketing Services

Sponsorship and Event Marketing Measurement Survey”

Optimizing Integrated Multi-Screen Campaigns

Agency Selection Briefing Guidance

The Rise of the In-House Agency

Elevating the Role of Marketing Procurement

Brand-Specific Commercial Ratings-Benefits and Solution Providers

Enjoy and happy holidays!

Highlights from ANA Real-Time Marketing Conference

By Marni Gordon, vice president of committees and conferences, ANA
Posted: Dec 10, 2013 9:05am ET

The inaugural 2013 ANA Real-Time Marketing Conference presented by Starcom, held in New York City, brought together top client-side marketers who revealed how they use real-time strategies to grow their brands through social, mobile, content curation, data analytics, and more! This first-ever event was a success and there were over 300 people in attendance.

Key highlights from the conference were:

Top Tweets from the ANA Real-Time Marketing Conference (#ANArealtime)

By Marni Gordon, vice president of committees and conferences, ANA
Posted: Dec 10, 2013 9:00am ET

Some of my favorite tweets from the 2013 ANA Real-Time Marketing Conference are:

If you would like to read more, check out this blog on key highlights from the conference.

The 2014 ANA Digital & Social Media Conference will be July 13-15th in Dana Point, CA!  Register early as the 2013 conference was SOLD OUT.  I look forward to seeing you there!!!!

Cheap, Fast, and Good?

By Jesse Feldman, manager, marketing knowledge center
Posted: Dec 9, 2013 3:00pm ET

Cheap, fast, or good. One message I heard repeated during the ANA’s Real-Time Marketing Conference (held on December 4) was that with social media and real-time content, brands are no longer tied to the idea that “2 outta 3 ain’t bad.”  Active listening to social trends and organically inserting your brand into the conversation were other recurring key takeaways from speakers. Several speakers highlighted Oreo’s Super Bowl blackout creative as a prime example of responding to an event with creative, real-time content. But this past week, another food brand out there scored an internet win:

DiGiorno Pizza found its way into the pop culture zeitgeist by adding its voice to Twittersphere during NBC’s live production of The Sound of Music. The brand’s live tweets managed to both engage with relevant commentary and integrate pizza in a lighthearted way. AdWeek was just one of many PR hits that praised the brand’s snappy tweets. And the praise is well-deserved: DiGiorno managed to get people talking about (and probably hungry for) pizza during a World War II musical!

Many marketers during our conference stressed the importance of not being afraid to fail during real-time efforts. But the pressure is on for companies to learn best practices and guidelines. As Patrick McLean, Vice President of Digital Brand Strategy at Capital One, noted during his Q&A session at the ANA Real-Time Marketing Pre-Conference, “No one wants to be the bad social media news story.”


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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.