John Costello, president of global marketing and innovation at Dunkin’ Brands, discussed career longevity, global brand building, and creating a culture of creativity and innovation.
With advancements in technology, responsibilities for marketing to more than one region or country increasing, and companies offering the ability to work virtually from anywhere, the days of an entire marketing team working in the same office are over.
There has been considerable discussion in the nation’s capital for the past year about corporate tax reform, including calls by some for a reduction in corporate tax rates to as low as 25 percent. Proposals to tax advertising are a losing proposition for the ad community.
Marketers are flocking toward creative content in droves, but research has found that fewer than half of companies actually have a strategy in place to guide their efforts.
Real-time marketing offers marketers new way to build their brand and make it more relevant. Done well, real-time marketing has the potential to increase positive perceptions of a brand and drive consumer engagement.
What is 2014 going to look like? Bob Liodice, president and CEO at ANA, is watching advertising tax legislation, digital media value, and agency relationships.
In 2013, the ANA recognized stellar creativity, outstanding leadership, and extraordinary efforts made within the marketing community in the areas of multicultural marketing, marketing analytics, and young marketers.
This case study explores an innovative campaign that boosted Mizuno’s brand favorability, increased sales, and engaged new fans via social media.
MasterCard’s JR Badian discusses successfully navigating digital and social media programs. As the vice president of digital marketing and social media he understands that to match the frenetic pace of today’s digital world, he needs to work in an organized, methodical way.
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.