Marketing Financial Management & Procurement
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How Long Is a Piece of String? The Challenges and Best Practices in Agency Cost and Time Benchmarking
David Beals, president and chief executive officer of Jones Lundin Beals, Inc., discussed what can and can't be effectively benchmarked and reviewed best practices for benchmarking that are relevant and actionable for client/agency relationships.
Research Report: Procurement: The Good, the Bad, and the Ugly
An ANA survey of three constituencies—procurement/sourcing professionals, marketing/marketing services professionals, and agency professionals—finds large gaps in several areas, including how procurement defines value, whether procurement views marketing as an expense or an investment, and how well procurement works with marketing and agencies.
Doug Wood at the 2010 ANA Advertising Financial Management Conference
Doug Wood, senior partner, ReedSmith, shared social media guidelines and keys for building a brand's social media policy.
Procurement and Marketing Agency Relationships/The Compensation Environment
Ark Advisors has done extensive work to gain insight into agency attitudes towards marketing communications procurement, including a survey of 50 agencies. Russel Wohlwerth, principal at Ark Advisors, provided perspective on the current environment for agency compensation.
Tips for Effective Marketing Strategic Sourcing
Chuck Hatsis, President of Surge Consulting, teaches you strategic sourcing techniques used by strategy consultancies that marketers and procurement professionals use to deliver value to their organizations and form solid working relationships with each other.
Tips for Effective Marketing Strategic Sourcing
Making Virtual Events Easy and Profitable
John Grosshandler, director of virtual events at Maritz, and Rob Halsey, VP of marketing innovation at SAP, discussed how companies can use virtual events to cut costs and expand the reach of physical events.
Trends and Case Studies from the Marketing Trenches
Christopher Hosford, senior reporter at BtoB magazine/BtoBonline.com, shared insights, evolving trends, and best practices in search and social marketing, direct marketing, and telemarketing. He also presented case studies in these areas.
For CMOs to Be Visionary Leaders, They Must Have a P&L Mind-set
Scott Davis, senior partner, Prophet, discusses the mind-set senior marketers must embrace if they expect to advance from being order takers or sales supporters to enterprise-wide, visionary leaders.
Many Happy Returns on Marketing
In this Q&A from Columbia Ideas at Work, Don Sexton, Professor of Marketing, Columbia University, discusses how marketers can measure and increase their contribution to the bottom line.
Research Report: Digital Marketing Agency Compensation Trends
This study underscores the phenomenal growth in digital marketing spending that has escalated over the last half of this decade as well as the growing role this discipline is playing in marketers' overall marketing strategies for their brands.
Key Findings Report: ANA Recession Survey, 4th Edition
According to ANA's most recent poll of its members, 83% of respondents indicate they are identifying cost savings and reductions in their current marketing and advertising efforts. Read our Key Findings Report to find out if cost savings and reductions is the "new normal."
Research Report: How Marketers View TV and Video Advertising
Is television really dead? Not according to the findings in a joint survey from the ANA and Forrester. Television budgets, like all media, may have taken a beating in this recession but there are still many opportunities in television and video advertising.
Purchasing Commercial Printed Items
Members of the West Coast Chapter of the Marketing Financial Management & Procurement Committee comment on their supplier selection practices for purchasing commercial printed items.
Understanding the Economics of Digital Compared to Traditional Marketing Services
As budgets are increasingly reallocated from traditional to digital media, many ANA members have expressed concern about the higher rates they pay for digital agency compensation. Industry experts discussed highlights from "Understanding the Economics of Digital Compared to Traditional Advertising and Media Services," a publication recently released from the 4A's.
Making Marketing Smarter Amidst the Cuts
Fred Geyer, partner, Prophet, shared five tips for optimizing a marketing budget during an economic downturn.
Making Marketing Smarter Amidst the Cuts
Fred Geyer, partner, Prophet, shared five tips for optimizing a marketing budget during an economic downturn.
ANA Recession Survey: Impact of the Economy on Marketing and Advertising Budgets — 3rd Edition
In August 2008, ANA surveyed its Committee Members to determine how marketing and advertising budgets were being impacted by the tough economic conditions. Six months later, in late January/early February 2009, the survey was repeated to monitor trends and gauge the impact of the deepening recession. 141 marketers responded to this survey, representing a broad cross-section of categories and industries.
Reallocating Marketing Resources for a Better Payback in 2010
Pat LaPointe, Managing Partner, MarketingNPV, shared insights from a recent Wharton/MarketingNPV study linking marketing budgeting and resource allocation practices with financial outcomes.
Marketing Services: Procurement Best Practices
Industry expert J. Francisco Escobar, president and founder of JFE International Consultants, Inc., takes a look at how marketers and marketing procurement can work more effectively with their agency partners during an economic downturn. Quotes from ANA members and 3rd-party consultants, best practices, and statistics are shared throughout this ANA Insight Brief.
