ANA Magazine
Driving Efficiency
Learn how to transform the global marketing supply chain for competitive advantage. While the concept of managing marketing as a supply chain is not new, most organizations struggle with large-scale improvement efforts because managers do not account for marketing’s unique challenges.
Final Say: The Power of the Promoters
Earning customers’ trust is key to getting positive referrals. Understanding what drives admiration for your brand and products will enhance your ability to influence the dialogue in the social media space.
Five Secrets to More Effective Multicultural Marketing
In the years to come, building a deeper relationship with multicultural segments is the key to growing brands and increasing revenue. Taken together, the buying power of the Hispanic, African American, Asian, and Native American communities now exceeds $1.5 trillion a year.
From the Top: ICANN? You Shouldn't!
Domain name expansion will cause irreparable damage to brands. Bob Liodice, ANA president and CEO, urges ICANN to reconsider the decision to increase the number of domain names.
Leadership Lessons
Find out what marketers can learn from former Campbell Soup CEO Doug Conant in a Q&A session with ANA Magazine. He discusses how he worked with the brand's marketing department, the average tenure of CMOs, and risk-taking in marketing.
Repeat Performance
An ANA branded entertainment survey reveals little progress on core issues. Client-side marketers remain devoted to branded entertainment, but measurement continues to be a challenge for most, and cost has emerged as a deterrent for some.
The Future of Marketing
Eight visionaries reveal their predictions for the industry over the next decade. They discuss everything from social to mobile to search to online video.
The Next Great Ad Medium?
Online video advertising is hitting its stride — and savvy companies are reaping the rewards. Here’s how to make the most of this emerging medium.
A Challenging Channel
Mobile marketing presents many opportunities, but big issues remain in understanding what mobile marketing’s capabilities really are, enterprise ownership, and perceived complexity.
Be in the Moment
Marketing to consumers by their life stage rather than by their age can be a game-changer. Learn how with 10 best practices for life-stage marketing.
Bringing Learning to Life
Michael Palmer, executive vice president of the ANA School of Marketing, explains why training is the key to marketing efficiency, superior results, and brand growth.
Final Say: A Whole New World
Esther Lee, senior vice president of brand marketing, advertising, media, and sponsorships for AT&T, discusses how brands can harness the power of the mobile platform.
From the Top: Time to Step Up
Bob Liodice, President and CEO, ANA, discusses why the industry needs a champion for measurement.
Powering Up Dell
CMO Karen Quintos lays out a fresh branding campaign for courting IT success and provides best practices for achieving professional (and personal) victories.
Case Study: Proven Partnership
At AB InBev, procurement and marketing take a team approach to agency selection.
Final Say: Predicting Who Will Buy
When marketing and sales work together in an insights-based approach to sales, everybody wins.
From the Top: Get Creative
Bob Liodice, President and CEO, ANA, discusses making a case for more productive marketing.
Get In Sync
It’s time for marketing, procurement, and agencies to build a more harmonious relationship. Just as procurement executives should expand their knowledge of agency operations, agency executives should become “procurement savvy.”
Making a Lasting Impression
How to maximize the effectiveness of your sponsorship opportunities through accurate targeting, goal-driven resource allocation, and integrated marketing. Also find case studies from Mercedes-Benz and State Farm.
One on One with…Randall Rothenberg
The IAB’s president and CEO addresses the sensitive issue of online behavioral advertising and other timely topics including digital advertising measurement, mobile marketing, and the efficacy of television advertising.
