ANA Magazine
Extend Your Reach
Introducing your brand to new markets is a complex endeavor — and not always a wise one. Here are the core essentials for going global in the digital age.
Vendor or Partner
It takes more than a great campaign to foster a true client-agency partnership. Three leading marketers shared their definitions of a true agency partner and explained how to optimize an agency relationship.
All Signs Point to Mobile
The latest ANA/MediaVest Mobile Marketing survey shows that nearly all marketers employ mobile marketing, and mobile marketing budgets are on the rise.
ANA Member Perspective
Marjorie Dufek, director of digital marketing, Brown-Forman Corp., and Lisa Chapman, senior director of brand marketing, Blue Shield of California, discussed how to use mobile marketing in a meaningful way along with lessons learned and challenges ahead.
Bubbling to the Surface
Online privacy and food advertising are among the hot issues in 2013. Learn how theses issues could impact the marketing community in the coming year.
Connect Through Storytelling
Jeffrey Hayzlett, a best-selling author and leading business expert, suggests five tips for crafting a brand's story. Hayzlett is also a former chief marketing officer and vice president at ANA member company Eastman Kodak.
Searching for the Sweet Spot
By employing innovation in the battle for brand relevancy and cultural saliency, Coca-Cola marketer and ANA board member Alison Lewis is helping her iconic company to thrive. Lewis, Coca-Cola’s senior vice president of marketing in North America, also offers five tips for marketers.
Some Assembly Required
To succeed in social media, start by building the right team. Learn what top brand marketers and social media experts have to say on creating a quality framework for a successful social media program.
The Big Ideal
Brands with a higher purpose have a definite edge in the marketplace. Here’s how to help your brand embrace a cause and reap the rewards.
Three Questions on Creativity for Lisa Mancuso, Senior Vice President of Marketing at Fisher-Price
Lisa Mancuso, senior vice president of marketing at Fisher-Price, answered questions on Fisher Price's key to marketing success, fostering creativity at the brand, and collaboration.
What’s Next?
To no one’s surprise, the industry is facing serious headwinds. Bob Liodice, president and CEO at ANA, discussed how the economy, the government, and the advertising industry itself are posting challenges for marketers.
2012 Rising Marketing Stars
The ANA recently recognized the 2012 class of “Rising Marketing Stars” — four young professionals who embody the next generation of top marketers due to their valuable contributions to their marketing organizations.
From the Top: Masterful Takeaways
Bob Liodice, president and CEO of the ANA, offered key insights from industry leaders at this year’s Masters of Marketing Conference. Each speaker was asked for one pearl of wisdom that audience members should remember once they got back to the office.
Get Your Game On
Advertisers have always found creative ways to generate a sense of value around their goods and services, but thanks to the explosion of digital video games, companies are delivering benefits on a whole new level. Learn how a number of brands are generating buzz with digital games.
Making a Splash
A number of prominent brands were honored at the 12th Annual ANA Multicultural Excellence Awards. Learn how Heineken, XOOM, and Ford successfully connected with multicultural audiences.
Media Rebate Conundrum
Incentive activity is happening in the U.S. Are you aware? Only two percent of respondents to an ANA survey felt that agencies that took rebate/incentive dollars could be “objective with their media allocation recommendations."
The Millennial Difference
Motivating the newest employee cohort to get things done means understanding what millennials want. Frequent communication about everything is a cornerstone of the millennial culture.
All Revved Up
ANA Magazine caught up with Kim Brink to learn more about NASCAR’s growth plan. Brink laid out the key elements of the brand’s ambitious five-year industry action plan to reach a whole new generation of fans.
Big Challenges Ahead
Regardless of who wins the presidential election, the ad industry faces several critical areas of vulnerability. In response to ad tax threats, the ANA and other industry groups helped develop the Global Insights report, which demonstrates that advertising is a major driver of job creation in the U.S.
Dare to Be Bold
Cultivating a corporate culture of innovation requires the freedom to fail. These days, playing it safe is just too risky. Learn how Columbia Records, Kraft Foods, and MillerCoors are leading the way.
