Anne Field

Recent content by this author:

  • How Brands Weather the Next Recession

    ANA Magazine   March 15, 2019  

    After several years of rolling right along, the economy could be headed for another recession. There are a number of steps marketers can take to inoculate their brand from the next downturn.

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  • How Verizon’s In-House Agency 140 Came to Be

    ANA Magazine   January 2, 2019  

    While the mission of 140, Verizon’s in-house agency, is inextricably connected to a major corporate repositioning, it provides an instructive look at the challenges facing any in-house unit, from attracting talent to working with outside agencies. Here’s how Verizon built 140.

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  • A Servant-Leader with a Knack for Collaboration

    ANA Magazine   October 26, 2018  

    2018 ANA Rising Marketing Star Joanna Henley has intertwined her marketing career with the mission of St. Jude Children’s Research Hospital.

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  • Levi Strauss & Co. Draws On Its History to Take a Stand On Guns

    ANA Magazine   October 17, 2018  

    With a long history of standing up for what it thinks is right, Levi Strauss & Co. has released a three-part plan to address gun safety in America. Here’s how the company sees its role in American culture and why taking a stand is entirely on brand.

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  • Surf’s Up for Content Marketing

    ANA Magazine   August 31, 2018  

    While content marketing has become a standard way to engage consumers, some marketers are elevating the approach to create something more: an authentic community that revolves around the brand. Here’s how the World Surf League uses content to connect with surfing fans.

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  • Taking the Creep Factor Out of Targeted Online Ads

    ANA Magazine   July 20, 2018  

    As privacy concerns grow among consumers, marketers need to find a way to strike a balance between delivering highly personalized messaging and overstepping their bounds.

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  • A GIF Is Worth a Thousand Words

    ANA Magazine   May 30, 2018  

    The rising popularity of GIFs in online conversations is creating an opportunity for brands to slip into consumers’ conversations. Here’s what marketers need to know.

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  • Missed Opportunity

    ANA Magazine   May 4, 2018  

    With a population of 11.5 million, African-American millennials comprise 14 percent of the total millennial population in the U.S. and 25 percent of the total black population, according to Nielsen. Brands would be wise to open their arms to this important market.

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  • The Lasting Value of Ephemeral Content

    ANA Magazine   February 21, 2018  

    How brands like Daniel Wellington, Playbill, and Gatorade use Instagram Stories and Snapchat to build brand equity through ephemeral content.

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  • When Disruption Happens, What’s the Best Way for Brands to Respond?

    ANA Magazine   November 17, 2017  

    Long-established brands and newer upstarts can easily find themselves on the wrong side of industry innovation. When disruption happens, how should a brand react to maintain its market share?

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  • Cognitive Marketing: Explained

    ANA Magazine   September 29, 2017  

    New technologies based on large-scale data analysis and artificial intelligence can anticipate consumer behavior and serve personalized messages to individuals at a rate beyond human capability. Here’s how cognitive marketing could revolutionize advertising.

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