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  • Katie Williams, Chief Marketing & PR Officer at Haleon, Talks Purpose

    Industry Insights   March 12, 2024  

    Katie Williams, chief marketing and PR officer at Haleon U.S., will discuss the process of developing purpose while accelerating growth, as well as share learnings at the upcoming ANA Brand Masters Conference on April 15 to 17.

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  • Engineering a Brand: The Intersection of Tech and Marketing, with Chris Stauffer

    Marketing Futures Podcast   March 5, 2024  

    Chris Stauffer, founder of the Stauffer agency, joined podcast host Mike Berberich to discuss tech, branding, and, of course, artificial intelligence.

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  • How to Succeed on the Full Funnel Journey

    Industry Insights   March 4, 2024  

    The marketing industry is transforming, as brands grapple to find the sweet spot between performance-driven tactics and long-term brand-building strategies. Historically, the industry has been divided between brands in two categories: performance brands or brand-building brands. What we are seeing now is a reconciliation of this divide. Marketers who understand the dynamics driving this shift to integrate the two will evolve and experience more powerful outcomes.

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  • Brand Architecture

    ASK Answers   February 29, 2024  

    What models can marketers consider when building a brand architecture?

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  • Marketing Leaders Share Their Perspective on Key B2B Issues

    Event Recaps   February 29, 2024  

    Marketing leaders from SAS, S&P Global, and LinkedIn came together to discuss key issues related to B2B marketing, including ways that marketers can affect change in their organization, how to determine the right brand-to-demand ratio, and the KPIs they favor most.

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  • Think Outside the Brand: How to Embrace a "Culture-First" Mentality in Today’s Fragmented Media Landscape

    Event Recaps   February 29, 2024  

    During a session at the 2024 ANA/AEF Future of Marketing Leadership Conference, Pepsi CMO Todd Kaplan discussed how brands should introduce themselves into cultural conversations to acquire more relevance with consumers.

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  • Mastering Social Media Engagement in 2024: A Comprehensive Guide

    Industry Insights   February 28, 2024  

    To stand out against the bustle and hum of social media, one must identify a target market, build meaningful connections and interactions, and create a strategic approach to social media. Here is a guide to essential approaches and tactics that will allow you to best utilize social media in 2024.

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  • How to Use AI Responsibly in Marketing

    B2C   February 23, 2024  

    Experimenting with generative AI should be controlled and guided by clear and transparent policies, which are sorely lacking. Only 22 percent of companies have generative AI policies, and only 21 percent have an AI ethics policy or responsible AI principles, according to a recent survey.

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  • How General Mills Leverages Retail Media to Drive Growth

    Event Recaps   February 22, 2024  

    Lisa Roebuck, media director at General Mills, shared her organization’s core beliefs and guiding principles for leveraging retail media networks (RMNs) and reviewed some existing challenges in the space that still need to be overcome.

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  • The RMN Era: Re-Introducing Welch’s in the Time of RMNs

    Event Recaps   February 22, 2024  

    Welch's shared how it leveraged the retail media landscape to refresh its brand and drive relevance.

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  • Using Retail Media Networks for Full Funnel Engagement

    Event Recaps   February 22, 2024  

    Reckitt CMO Gary Osifchin dispelled myths about retail media networks, discussed how some of Reckitt’s brands successfully leveraged Walmart Connect, and shared the thinking behind retail media network tests Reckitt will conduct in 2024.

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  • How to Strengthen the Relationship Between Marketing and PR

    Champions of Growth Podcast   February 14, 2024  

    M&T Bank's Francesco Lagutaine and Peppercomm's Jacqueline Kolek join host Matthew Schwartz to discuss their long-standing relationship and why it’s increasingly important that client-side marketers view their PR agencies as partners and not vendors.

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  • Bringing Purpose to Life Through Storytelling

    POVs   February 14, 2024  

    Beyond Profit host Ken Beaulieu shares four tips to bring your brand purpose to life through authentic storytelling and create a powerful differentiator for your business.

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  • Dealing with AI Bias in Marketing

    B2C   February 9, 2024  

    As generative AI becomes a more integral aspect of brand marketing, the onus grows on brand managers to reduce and/or eliminate AI bias. Tech giants are quickly filling the void and building their own AI bias safeguards. However, the onus on combating AI bias ultimately falls on individual brands, which need human oversight to ensure the algorithms don't go rogue and the company doesn't end up in a reputational hole.

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  • Why Brands That Play It Safe Won’t Survive

    Podcast Clips   February 6, 2024  

    Jay Mandel, author of Brand Strategy in Three Steps: A Purpose-Driven Approach to Branding, explains why brands that play it safe will eventually fade. He does so using an interesting example from the romantic relationship between Taylor Swift and Travis Kelce.

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  • WPP Merger Reflects Larger Trends Gripping the Ad Industry

    B2C   February 2, 2024  

    WPP merged VMLY&R and Wunderman Thompson to meet a market need, according to Jon Cook, global CEO of VML. Cook talks about what sparked the mega merger, the logic behind the agency's new name, and whether the ad industry is in for more consolidation.

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  • Three Brand Awareness Challenges of Emerging Brands (And How to Tackle Them)

    Knowledge Partners   February 2, 2024  

    Inspira Marketing offers guidance for young brands striving to establish themselves.

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  • Crisis Management in Digital Marketing

    Industry Insights   January 25, 2024  

    While crises are to be avoided, businesses experiencing a crisis can manage it in a way that maintains and even strengthens customer trust. This is particularly crucial for small businesses, where a strong customer relationship is a significant competitive advantage. But how can small businesses navigate these turbulent waters and come out stronger? What lessons can they learn from larger businesses that have faced and overcome similar challenges?

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  • Mastering Human Storytelling for Brands with Intel

    Webinar Rewinds   January 25, 2024  

    Human storytelling is a powerful tool for brands seeking to connect with their audience on a deeper and more emotional level. In this webinar, learn how it goes beyond mere product features or services, delving into the narrative realm to create a compelling and relatable brand identity.

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  • A Purposeful Approach to Legacy Building

    Beyond Profit Podcast   January 23, 2024  

    Mark Miller is at the forefront of legacy building with brand purpose at the core. In this episode of Beyond Profit, Miller joins host Ken Beaulieu to discuss the key attributes of legacy builders, why having a long-term view is critical, why brands should focus on being unique, and much more.

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