ANA Magazine
On the Mark
Digital technologies make it easier than ever for brands to connect at a local level. Discover how Coca-Cola, Burger King, Pepsi, and Dunkin' Donuts are using digital to market their brands globally.
Rebranding with Purpose
Marketing tools defined what Motorola Solutions stood for and translated these values into customer and employee experiences.
From the Top: Standardization Can Be Good
Initiatives like Ad-ID could save the industry up to $2 billion. Bob Liodice, president and CEO of the ANA, says it is becoming increasingly clear that we need standard setting bodies to provide order and comparability if we’re going to make sense of marketing across a multitude of platforms.
Healthy Metrics
Cleveland Clinic is setting the pace for capturing marketing effectiveness. Just as it tracks metrics on how successfully it treats patients, Cleveland Clinic also reports on the outcomes of its marketing and communications.
Maximizing Mobile
Questions remain about how QR codes are best deployed, and many marketers advise a cautious approach. Learn lessons on harnessing the power of QR codes and other mobile technologies.
Rekindling the American Dream
PulteGroup’s Deborah Wahl Meyer is revolutionizing real estate marketing and the way that Americans buy homes. She also shares her seven pillars of success.
The Diversity Dilemma
While increasing diversity in the industry continues to be a hot-button issue, ANA members like Dell, IBM, and Visa are responding to the challenge. Five best practices offer ways to create a more diverse workplace.
Trending Upward
New ANA research reveals that marketers are developing and executing more effective integrated marketing plans.Even though IMC programs are more effective today than in years past and provide greater value to an organization, the survey found that several challenges remain.
Worldly View
Read about insights from AB InBev CMO Chris Burggraeve on marketing to a global audience. He covers global strategy implementation, new media platforms, and more.
Agency Trading Desks Demystified
A new ANA white paper brings to light the essentials of an emerging audience purchasing model. While trading desks have been around for about four years, little has been done to educate the marketing community about their potential benefits.
Final Say: Creative Dissonance
Disrupting traditional creative practices is the key to success in today’s environment. Learn about Audience First, an approach Visa uses to make consumer-centric media planning the first step in the creative process.
From the Top: Moving Diversity Forward
The marketing industry has taken small steps to embrace diversity, but more must be done. Bob Liodice, president and CEO of the ANA, says despite a number of initiatives aimed at increasing the number of minorities in the industry, marketers and media companies haven't made enough progress.
Interactive TV
It's still early, but initial results for interactive TV (iTV) are promising. iTV has made significant strides over the past year, with 75 percent of U.S. TV households exposed to some type of iTV advertising.
It's England Time
MillerCoors relies on marketing pro Andy England to build market share while leveraging the brewer's unique stable of brands. England shares best practices for guiding the brand forward and discusses a partnership with the National Hockey League.
Marketing Middleware
While short CMO tenure has become a widely accepted way of life, often there's a fundamental issue at play. Marketing middleware is the glue that connects business strategy and marketing execution, and it's a necessity in order for CMOs to succeed.
A New Era of Financial Services
Discover how the Bank of America is communicating in a challenging environment. The brand focuses on communicating not merely what it does but what it stands for and also conveys what all its stakeholders are demanding: a purpose-driven brand.
Multicultural Excellence
Learn about winners of awards for multicultural excellence in the Hispanic, Asian, and LGBT categories and what made their campaigns such successes. Brands featured include Scotts Miracle-Gro, the California Department of Public Health’s Tobacco Control Program, and Allstate.
Right Place, Right Time
Digital out-of-home advertising opens new doors for brand marketers. Convergence between this evolving medium and other digital technologies can yield powerful benefits for marketers.
Rising Marketing Stars
The ANA recently recognized its second class of “Rising Marketing Stars”—four young professionals who have made valuable contributions to the overall excellence of their marketing organizations. The winners were nominated by a senior executive in their company for demonstrating leadership, innovation, creativity, and accountability, among other attributes.
A Sense of Purpose
Marc Pritchard helps P&G drive results by putting a compassionate human touch on marketing. His embrace of "purposeful marketing" has inspired his contemporaries to pay attention to what this represents in 21st century brand management.
