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.
Johnson & Johnson marketer Michael Sneed champions deep and wide connections. He’s become a bold industry champion, leading the cause, and rallying colleagues to embrace diversity.
Stevie Benjamin, director of media at MillerCoors, discussed exciting new media platforms, multicultural marketing, and the changing role of media at MillerCoors.
Learn how LendingTree's CMO turned around the brand powerhouse and created a world-class performance marketing machine by way of digital marketing.
Jaime A. Vasquez, executive vice president and CMO at WellBiz Brands Inc., discussed accountability concerns, social media measurement, and the challenge of integrated marketing.
Discover tips for connecting with shoppers including marketing from the opposite end of the funnel, creating reward systems for consumers, and leveraging the right media.
Despite its less than sterling reputation, the ad industry has had a big impact in the area of social responsibility. Bob Liodice, president and CEO at ANA, called on the newest generation of young social and mobile media mavens to bring their creativity and innovation to he profession.
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.
Keeping an open mind to new ideas is crucial to driving brand success. Two top brand marketers provided their views on creativity and how they make sure it doesn’t get buried under a mountain of data.
For CMO Marty Homlish, marketing is the driver that keeps Hewlett-Packard on top. He also provides eight marketing pearls of wisdom.
While marketers continue to rely on traditional focus groups for qualitative research, new alternatives are bursting onto the scene. These included ethnographic deep-dives, pilot programs, and mobile apps.
New taxes on advertising could cost our industry billions of dollars. The ANA is working closely with its member companies and other industry groups to respond to ad tax threats.