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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Learn four key steps to becoming a purpose-driven marketing organization and turning consumer research into an engagement tool and a force for good. This gives consumers a positive reason to share their attitudes and beliefs with a brand.
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.
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.
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.
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.
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.
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.
Eight visionaries reveal their predictions for the industry over the next decade. They discuss everything from social to mobile to search to online video.
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.
Mobile marketing presents many opportunities, but big issues remain in understanding what mobile marketing’s capabilities really are, enterprise ownership, and perceived complexity.