Connecting and engaging with consumers in a believable way is key to building a successful brand. John Seifert, chairman and CEO, Ogilvy & Mather North America, writes that trust is required in order to bring out the inner greatness of brands.
Ford’s Jim Farley helps the resurgent automaker get its message out. Adversity has forced the brand to be a stronger, leaner, more agile, and aggressive company, with a renewed focus on the customer.
The baby boomer generation is redefining what it means to be retired. As the first baby boomers inch closer to turning 65, it’s important for brands to understand how they differ from generations past.
Despite the fears of the advertising community, the government is a worthy partner according to Bob Liodice, president and CEO of the ANA. While there has been reason for concern regarding advertising taxes, there are areas where the industry and government can work together.
Brands can align marketing, agencies, and procurement through better scope of work management. Learn about the building blocks that appear in many leading scope of work programs.
Knowing the differences between search engine users could lead to more effective online advertising. New research suggests that audience size may not be the only factor worth considering when deciding which search engine to focus your efforts on.
The Alliance for Family Entertainment (AFE) provides marketers with even more programming choices. A 2009 AFE study finds that placing an ad in the right program can increase advertising effectiveness by 30 percent.
Honest, personal communication is the key to building customer trust. In a post-Recession environment, brands have to work hard to regain the confidence of consumers.
Scott Remy’s creative marketing strategy seeks to boost Nestlé USA’s positioning in nutrition, health, and wellness. For Nestlé, consumer preference + nutritional plus + brand communication = market share.
Marketers who embrace the five tenets of customer-centricity gain engaged, loyal brand advocates. Read about how Procter & Gamble, Best Buy, and Charles Schwab found success by building close relationships with consumers.
The launch of Purex Complete 3-in-1 Laundry Sheets succeeds even with the economy stuck in a downward cycle.
Here are 4 key lessons to help your marketing bloom in a changing world.
Subway CMO Tony Pace relies on thematic brand messaging to get the most from his marketing budget.
Over the past few years, marketers, agencies, consultants, and vendors have really stepped up their game to improve metrics and measurements.
By tapping into the power of social media, Intuit has built an even more dynamic relationship with customers.
Are you a visionary marketer? If you answered yes, you could be mistaken. That's one of the key findings of the ANA's State of Marketing Survey, which asked 150 marketers about the role of marketing in their organizations.
Learn five ways to improve your ability to measure and improve your marketing ROI.
Here are six reasons why communication will drive results for advertisers and agencies.
ANA marks its 100th anniversary and more. Find out what's going on "Around the ANA."
Many anxious investors need help navigating challenging times. Find out how Jim Speros is guiding Fidelity's major push to attract anxious investors.