Lesya Lysyj, chief marketing officer at Heineken USA, discusses how the brand broke away from traditional beer advertising, agency relations, and the industry's media efforts.
Intuit’s Adrian Parker views social and mobile as a marketing marriage made in heaven. Learn how Intuit is better connecting with and serving its customers.
Brand marketers have a cornucopia of tools and channels that enable them to collect data with a level of accuracy and effectiveness undreamed of just a few years ago. Reexamining metrics will lead to better data-driven decisions.
The goal of a new marketing effort is to help marketers gain clarity — 20/20 vision, as it were — as they steer their organizations through a transformative era. Brands must focus on marketing strategy, structure, and capabilities in order to achieve 21st-century growth.
Marie Devlin serves customers’ passions at American Express. Her team is getting out the message that American Express has cards and services for everyone, and promoting membership benefits provided by products across the portfolio.
In this survey, the ANA sought out critical insights about how companies are measuring the results of their sponsorship and/or event marketing initiatives.
While companies have been taking more advertising and creative functions in-house over the past decade or more, the trend has accelerated recently. In fact, businesses with in-house agencies are now squarely in the majority.
Brand marketers are working to connect with the new “general market." Today marketers are creating robust marketing plans that consider not only Hispanics but all consumer segments.
Patent trolls are firms that purchase broad patents created by others solely for the purpose of suing, or threatening to sue, legitimate companies that use certain technologies, devices, or business methods. The momentum is on the marketing industry's side to nip this challenge in the bud.
Value demanded by clients will only increase as the industry adjusts to mergers by giant agencies. Bob Liodice, president and CEO at ANA, says this transformation must proceed with increasing speed and effectiveness for brands.
Outdoor advertising flexes new-media muscle with Clear Channel’s Independence Day campaign. The campaign started with making media that seemed old — outdoor advertising — new again.
Chris Sloan, assistant vice president and senior corporate counsel at Liberty Mutual, discusses how social media, legal issues, and premium suppliers can affect a brand's sports sponsorship program.
Brands struggling to gain market share often look to “reinvent” themselves as if it’s some kind of panacea. Gap's Seth Farbman took a more purposeful approach and focused his attention on the core assets of the company.
Recent developments could adversely impact the Internet economy. Learn how the advertising industry is responding.
Terri Burns with AFLAC, Inc. and Christine Eaton with General Mills discussed integrating marketing procurement into agency relationship management, addressing cost detail and profit margins with agencies, and why value-based comp (VBC) models have not really taken off.
Big data — and more importantly, the analytics that turn all that data into actionable insight — is triggering dramatic changes throughout the business world, most notably in marketing and advertising. Learn how chief marketers mine big data, organize it, and find its value.
Triennially for the past 48 years, the ANA has fielded a comprehensive agency compensation trend survey among client-side marketers. The 16th edition of the survey included questions on methods of compensation, the use of performance incentives, and the management of agency compensation.
How can a brand keep its identity across devices and stay connected with customers who are jumping from screen to screen? Get expert advice on marketing to consumers across screens.
Brands can work to optimize growth by focusing on what really matters — the people. Bob Liodice, president and CEO at ANA, says the industry will spend the next few years figuring it all out, along with improving measurement capability and unlocking the hidden secrets for successful integrated marketing.
These companies embraced new approaches in customer satisfaction, and the effects on their brands are striking. Learn how Sprint, Oracle, and Eli Lilly created better experiences to win loyal customers.