Introducing your brand to new markets is a complex endeavor — and not always a wise one. Here are the core essentials for going global in the digital age.
Direct marketers are tapping the power of multicultural consumers. But in creating multicultural direct mail, marketers are always faced with the question: In which language do we print our pieces?
Asian-Americans are one of the most prosperous and fastest-growing groups in the U.S. Here’s how — and why — more marketers should consider using mail to reach them.
As multicultural consumers continue to reshape the marketing landscape, how can brands harness the power of direct mail to reach them? A panel of marketers discusses the multicultural market.
It takes more than a great campaign to foster a true client-agency partnership. Three leading marketers shared their definitions of a true agency partner and explained how to optimize an agency relationship.
The latest ANA/MediaVest Mobile Marketing survey shows that nearly all marketers employ mobile marketing, and mobile marketing budgets are on the rise.
Marjorie Dufek, director of digital marketing, Brown-Forman Corp., and Lisa Chapman, senior director of brand marketing, Blue Shield of California, discussed how to use mobile marketing in a meaningful way along with lessons learned and challenges ahead.
Online privacy and food advertising are among the hot issues in 2013. Learn how theses issues could impact the marketing community in the coming year.
Jeffrey Hayzlett, a best-selling author and leading business expert, suggests five tips for crafting a brand's story. Hayzlett is also a former chief marketing officer and vice president at ANA member company Eastman Kodak.
By employing innovation in the battle for brand relevancy and cultural saliency, Coca-Cola marketer and ANA board member Alison Lewis is helping her iconic company to thrive. Lewis, Coca-Cola’s senior vice president of marketing in North America, also offers five tips for marketers.
Mobile devices are not created equal, and tablets may be the future of digital advertising. Learn how advertisers can take advantage of the tablet era.
To succeed in social media, start by building the right team. Learn what top brand marketers and social media experts have to say on creating a quality framework for a successful social media program.
Marketers are creating new experiences to reach consumers. Brands including Toyota, Showtime, and IBM are reaping the benefits of their investments in tablet advertising.
Brands with a higher purpose have a definite edge in the marketplace. Here’s how to help your brand embrace a cause and reap the rewards.
Lisa Mancuso, senior vice president of marketing at Fisher-Price, answered questions on Fisher Price's key to marketing success, fostering creativity at the brand, and collaboration.
To no one’s surprise, the industry is facing serious headwinds. Bob Liodice, president and CEO at ANA, discussed how the economy, the government, and the advertising industry itself are posting challenges for marketers.
It’s a brave new world for brand design. Learn how Jet Blue, Method, and BMW have used design to create strong brand identities.
Alan Marks, eBay’s senior vice president of global communications, chatted with Su Mathews, senior partner at Lippincott, about how the two developed eBay's new positioning and look.
In today’s new media world, it’s impossible to simply message your way to strong improvement. Are CMOs primed to champion their brands?
The ANA recently recognized the 2012 class of “Rising Marketing Stars” — four young professionals who embody the next generation of top marketers due to their valuable contributions to their marketing organizations.