ANA Topics
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Merrill Lynch Case Study: Integrating Strategic Marketing Platform Across Organizations and Business Processes
Representatives from Merrill Lynch and the Boathouse Group, discussed the evolution of the Merrill Lynch brand from 2000-2007.
Achieving Customer Centricity: Driving the Future Evolution of Retail
Alexi L. Sarnevitz, Senior Director Retail Strategy Global Retail Practice at SAS Institute, discussed how marketers can use retailer customer centricity to drive sales and presented case studies of successful retailers.
Pfizer's Evolution of its Creative Scope of Work
Diane M. Gibbons, Team Leader, Agency Management, Pfizer, Jim Akers, Global Category Lead, Creative Agencies & Director, WW Procurement, Pfizer, and some of their agency partners discussed the evolution of the creative agency scope of work at Pfizer.
HP Case Study: 31 Days of the Dragon WOM Marketing Program
Chris Aarons and Geoff Nelson of Buzz Corps shared the story behind their award-winning Hewlett Packard campaign.
The Strategic Sourcing Professional of the Future
J. Francisco Escobar, Founder, JFE International Consultants, led a panel discussion focused on the role and future of the procurement or strategic sourcing function.
Behavioral Targeting and Privacy Concerns: Striking an Appropriate Balance
Peter Cassat of Dow Lohnes PLLC discussed the FTC's 2009 Self-Regulatory Principles for Online Behavioral Advertising report and reviewed attempts by lawyers and regulatory agencies to balance the interests of advertisers with the privacy rights of consumers.
The Coca-Cola Company Takes Value-Based Compensation from Vision to Reality
Sarah Armstrong, Director of Worldwide Media & Communications Operations at the Coca-Cola Company, shared the principles behind TCCC's transition to value-based agency compensation.
Ask the ANA: Advertiser/Agency Contracts
This article explains the importance of a well structured contract and provides guidelines on how advertisers and agencies can collaborate to write one.
From the Top: Turning the Corner?
ANA President and CEO Bob Liodice on carefully managing precious resources.
Budgeting in Challenging Times: Increasing the Return on Research Efforts
Matthew McCance from the Market Research Executive Board discussed the current state of research budgets in this economic downturn.
How Top Brands Build Shareholder Value
Representatives from P&G and Millward Brown discussed the results of a recent survey conducted by P&G and Millward Brown that analyzed the top 25 best brands in the world and their defining characteristics.
Marketing Through Tough Times
Don Sexton of Columbia University presented three rules for marketers to live by during a recession.
Ask the ANA: Production Guidelines for TV
This article provides advertisers with a checklist to help assess the overall production process.
Shooting With HD File-Based Cameras: What Are the Application and Implications?
Nick Carmen, Post Production Specialist, Radiant Images spoke about the implications of shooting commercials with HD file-based cameras.
IBM Case Study: Understanding the Effectiveness of an Event Portfolio
Cheryl Max at IBM discussed the system her company uses to track and analyze its event portfolio.
Canoe Ventures—Redefining Television
Mark Mitchell with Canoe Ventures gave an update his company's progress on collecting data on television advertising and its vision for the future.
The Changing Face of European Television
Frances Dovey, Interactive & Emerging Media Manager, Cadbury, and Robert Dreblow, Marketing Communications Director, World Federation of Advertisers, discussed the rise of VOD and interactive TV in the UK. The discussion featured a case study by Cadbury and the results of a WFA survey on non-traditional TV activities.
Embedded Regulators: What's Next?
Robert Corn-Revere, Partner, Davis Wright Tremaine LLP, and Keith Murphy, Vice President, Government Relations and Regulatory Counsel, Viacom, Inc., shared their thoughts on steps the Obama administration may take towards increased advertising regulation.
Living with SAG/AFTRA: What Lies Ahead?
ANA legal counsel Douglas J. Wood of Reed Smith LLP and James Dudukovich of The Coca-Cola Company gave an update on negotiations with SAG/AFTRA over a new collective bargaining agreement covering television and radio commercials.
Doing More with Less: The 2009 Marketing Mantra
Chris Charyk, Partner, MarketingNPV, shared his thoughts on the best way to cut a marketing budget, while still continuing to perform at a high level.
