Elliot Lum of Columbia Records discusses the five differences between music marketing and marketing a traditional consumer product or service in this Insight Brief. Read about the key players in the music ecosystem, core partnership principles, and more, told through brand case studies and interviews.
Take a deep dive into the debate between cross-cultural and multicultural marketing in this ANA Insight Brief. Learn the secrets to more effective multicultural marketing from leaders such as AT&T, Heineken, and L’Oreal.
This Insight Brief discusses the evolving roles of the CMO and marketing teams as companies reorganize to achieve digital excellence. Learn the eight essentials to building an all-star social team, the five ways companies organize for social, and how B-to-B structures are changing. Case studies from Brown-Forman, Avon, and GE are also shared.
Branded engagement is what happens when you create branded content on a digital platform. The process amplifies the message, delivering strategic results. Read how Diageo, DuPont, and Ubisoft are using branded engagement to reach consumers in this ANA Insight Brief written by Rich Sutton of Mail Online.
Big data seems to be the buzzword of the moment. But what is it, exactly? And what does it mean for marketing? Read best practices from Adobe, Allstate, Gilt Groupe, and Barack Obama’s presidential campaigns. Learn how to put big data to work for you in this ANA Insight Brief.
Research reveals that 91 percent of marketers use content marketing, yet only 36 percent believe their programs are effective. This ANA Insight Brief provides tips for building an impactful content marketing program and shares best practices from Charles Schwab, Cleveland Clinic, Kraft, and Schick. Read how to repurpose existing content, empower brand advocates, and what to measure to create an effective content marketing program.
Written by Elliot Lum, Niara Blakney, and Justin Jesena of Columbia Records, this ANA Insight Brief offers members a primer on using music in commercials. Research from ANA, Columbia Records, and Millward Brown makes the case that music is an effective way to enhance the creative message, improve brand recall, and engage distracted consumers.
This compilation of ANA resources explores new trends in social media, including tips for using Pinterest, how to harness fan data, and the secrets to creating engaging social content. Case studies from ANA members Hilton, HP, and REI are also shared.
This ANA Insight Brief features findings from The Shullman Luxury and Affluence Monthly Pulse survey. The results provide marketers with insights into affluent consumers’ perceptions of their personal financial situations, media and purchasing habits, and their outlook of the U.S. economy in 2013.
Out-of-home media includes hundreds of formats and endless possibilities for reaching consumers. Get an overview of the out-of-home landscape and take a deeper dive into mall advertising, interactive billboards, and digital place-based media in this ANA Insight Brief. Case studies from Purina, Fiat, and Yahoo! are also shared.
Green products are a huge business. It is estimated that they account for $40 billion in annual U.S. sales. This ANA Insight Brief includes best practices for building a green marketing program. It features case studies from Patagonia, Reckitt-Benckiser, Seventh Generation, and TerraCycle, in addition to information on federal guidelines for green and sustainable marketing.
Localism and targeting are more important than ever as technology is enabling marketers to have one-to-one conversations with consumers. Featuring case studies from ANA members BP, Coca-Cola, and Walmart, this Insight Brief discusses how national brands are going local. Read why local TV is more relevant than ever and why having a local social media page is essential.
This ANA Insight Brief contains valuable information on reaching Hispanic consumers via shopper marketing, how to connect with the bilingual/bicultural Latino, and five ways to invest well in multicultural marketing. Case studies from Hennessy and ANA Multicultural Excellence Award winner The Scotts Company are also included.
This Insight Brief contains case studies from ANA members, such as Budweiser, Western Union, PNC Financial Services, and Whirlpool, as well as best practices for moving into the sports marketing arena. An in-depth look at advertising spending during the 2012 NCAA March Madness men’s basketball tournament is also included.
This ANA Insight Brief contains guidelines for marketing to African-American consumers, as well as research from BET, Google, Nielsen, and Yahoo! Relevant case studies from ANA member companies American Family Insurance and McDonald’s are also shared.
David Beals, president/CEO, R3:JLB, and Mary Conrad, managing director, R3:JLB, share insights into how to conduct better agency performance evaluations in this ANA Insight Brief. Tips for structuring an agency evaluation, as well as recommendations for conducting self and two-way evaluations are also discussed.
This ANA Insight Brief contains tips from Mars Chocolate and Advertising Age on how to drive innovation and creativity. Read about the next generation of creative roles and what’s next from Google’s Creative Lab. Case studies from Crayola, TerraCycle, and Seattle’s Best Coffee are also included.
Featuring case studies from A+E Networks, Corning Incorporated, and Mattel, this ANA Insight Brief discusses the promise of interactive TV, the prominence of the second and third screen, and how to build brands with online video. Survey research by ANA and Forrester on the future of TV and video advertising is also included.
Adapting to a globalized world is one of today’s most daunting marketing challenges. This ANA Insight Brief discusses global agency compensation, international perspectives on wealth, and how to drive efficiencies in the global marketing supply chain. Case studies from Aon, Coca-Cola, and Visa demonstrate how the world’s largest companies are aligning themselves for global success.
Featuring case studies from ANA members Dell, Ford, and The Hershey Company, this ANA Insight Brief demonstrates how a well-executed CSR program can drive valuable business benefits. Additionally, learn how conducting consumer research can help the greater good and why cause marketing is more important to the Millennial generation than any other demographic.