Brand Building
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McDonald’s: Changing Customer Perception in an Inspirational Way
Neil Golden, senior vice president & chief marketing officer, McDonald's USA, LLC, discussed how McDonald’s is evolving its brand and sharing its story in a way that inspires people to listen.
Procter & Gamble: Delivering Value to Its Customers
Marc S. Pritchard, Global Marketing & Brand Building Officer, Procter & Gamble (P&G), discussed how P&G is winning brand elections.
Procter & Gamble: Winning Brand Elections
Marc S. Pritchard, global marketing & brand building officer, Procter & Gamble, discussed how P&G uses insights, product development, and marketing communications to provide value to its customers.
Procter & Gamble: Winning Brand Elections
Marc S. Pritchard, global marketing & brand building officer, Procter & Gamble, discussed how P&G uses insights, product development, and marketing communications to provide value to its customers.
Sharpie Unlocks the Power of Self-Expression
Ryan Rouse, director of marketing, Sharpie, Ted W. Woehrle, senior vice president and chief marketing officer, Newell Rubbermaid Inc., and John Kenny, executive vice president, head of planning, Draftfcb Chicago, discussed how the brand was able to unlock the power of self-expression to ignite consumer advocacy through an integrated marketing campaign.
Sharpie Unlocks the Power of Self-Expression
Ryan Rouse, director of marketing, Sharpie, Ted W. Woehrle, senior vice president and chief marketing officer, Newell Rubbermaid Inc., and John Kenny, executive vice president, head of planning, Draftfcb Chicago, discussed how the brand was able to unlock the power of self-expression to ignite consumer advocacy through an integrated marketing campaign.
Sharpie's Brand Journey
Ted W. Woehrle, Senior Vice President & Chief Marketing Officer, Newell Rubbermaid Inc. and John Kenny, Executive Vice President, Head of Planning, Draftfcb Chicago, discussed their partnership and Sharpie's brand journey.
Global Marketing: Navigating Uncertain Waters
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.
Case Study: IBM and Watson
Ann Rubin, vice president, IBM Brand Expression and Global Advertising, IBM Corporation, Cecilia Correa, mid-market advertising manager, IBM Corporation, and Kim Duffy, senior partner, executive group director, Ogilvy & Mather, discussed the appearance of IBM’s Watson on Jeopardy! in 2011.
Case Study: IBM and Watson
Ann Rubin, vice president, IBM Brand Expression and Global Advertising, IBM Corporation, Cecilia Correa, mid-market advertising manager, IBM Corporation, and Kim Duffy, senior partner, executive group director, Ogilvy & Mather, discussed the appearance of IBM’s Watson on Jeopardy! in 2011.
Case Study: IBM and Watson
Ann Rubin, vice president, IBM Brand Expression and Global Advertising, IBM Corporation, Cecilia Correa, mid-market advertising manager, IBM Corporation, and Kim Duffy, senior partner, executive group director, Ogilvy & Mather, discussed the appearance of IBM’s Watson on Jeopardy! in 2011.
What a Great Idea! Public Relations and the Marketing of Innovation
This article from the Council of PR Firms looks at the role that public relations can play in launching new products.
Redefining Performance for the 21st-Century Brand
The four Cs of a customer-centric brand (customer experience, competency, commitment, customer intelligence) are helping companies overcome challenges and make the most of their resources and data.
Standing Out
Companies are rethinking brand differentiation for competitive advantage. Standing apart from the immediate competitors should be one of the basics of modern marketing, advertising, and branding.
The Mojo of SoLoMo
For Walmart’s Stephen Quinn, ANA’s new board chair, the convergence of social, local, and mobile (SoLoMo) spells revolution. Quinn also weighs in on some of the topics he hopes will produce spirited discussion over the course of his term.
What’s In Store for Customers
Analytics help Macys.com engage customers and save the brand $500,000 annually. To more effectively measure the impact of its online marketing initiatives on store sales, Macys.com increased its analytical capabilities with a data mining solution.
Innovating Beyond Products
Brian Quinn, associate partner, Doblin, offered insight and practical advice to companies on how they can become more innovative to increase profits.
Innovating Beyond Products
Brian Quinn, associate partner, Doblin, offered insight and practical advice to companies on how they can become more innovative to increase profits.
Marketing Renaissance at 3M
Penny H. Wise, director, brand and core marketing, Global Centre of Marketing Expertise, 3M, discussed the organization’s “pillars of global marketing excellence,” which serve as a foundation for 3M’s marketing efforts.
How to Best Utilize Push Notifications for Mobile CRM Programs
Location-triggered push notifications are three times more effective than typical push notifications. Josh Rochlin, chief executive officer, Xtify, discussed how brands can effectively utilize this mobile channel to drive loyalty and purchase.
