With Coca-Cola and Procter & Gamble leading the way, find out how the marketing community is beginning to embrace value-based compensation for agencies.
Donald E. Sexton, PhD, a professor of marketing at Columbia University and president of The Arrow Group, Ltd., discusses one key way to link marketing activity to financial performance.
Five rules anyone involved in b-to-b marketing should know, says Howard Sherman the president of Doremus.
This segment relates important announcements, including the ANA's B-to-B Marketing in the New World Conference, a committee name change, traditional and digital media survey results and more.
In this article Bob Lachky reflects upon his two decades at Anheuser-Busch.
ANA President and CEO Bob Liodice looks on the bright side and describes the significant positive strides within the industry despite the economic downturn.
This article explains the importance of a well structured contract and provides guidelines on how advertisers and agencies can collaborate to write one.
In this article Richard Benyon of Decideware advocates for an honest and methodical client-agency evaluation.
This segment relates important announcements, reviews recent major happenings at the ANA, and provides the calendar for upcoming conferences, regional meetings, and committee meetings.
ANA President and CEO Bob Liodice on carefully managing precious resources.
This article provides advertisers with a checklist to help assess the overall production process.
In this article Anne Lewnes,SVP, Corporate Marketing, Adobe Systems Incorporated talks about the different ways Adobe has engaged their customers.
ANA President and CEO Bob Liodice and the ANA have identified top 10 trends for marketers to lookout for in 2009.
In this article Nancy Hill, president-CEO of the 4A's discussed ways to get the most out of an agency relationship.
This article explores how advertiser including Lexus and Sprint are using cinema advertising to send their brand messages to consumers.
This article discusses the results of Marketing and Media Ecosystem 2010 which is a joint effort between the ANA, the IAB (Interactive Advertising Bureau), and the 4A's, as it relates to the role and range of services agencies are expected to provide.
This article discusses how online communities established by Welch Foods and Hallmark Cards are being used by marketers to gain valuable insights.
Kick off 2009 with these timeless insights from marketers at Hewlett-Packard, MasterCard Worldwide, Liberty Mutual Group, and Nestlé USA.
In this article Eric Leininger, the master of consumer insights at McDonald's, discusses how he is helping the Golden Arches shine brighter on a global scale.
This article summarizes presentations made at the Masters of Marketing conference displaying different ways to grow brands.