Chris Warren

Chris Warren has written about everything from the best jazz clubs in Tokyo to B2B marketing. A former editor at Los Angeles magazine, Warren has contributed to National Geographic Traveler, Institutional Investor, and the Los Angeles Times, among many other publications.

Recent content by this author:

  • For More Marketers, 'Black History Month' Goes Beyond a Point in Time

    ANA Magazine   November 11, 2022  

    With Black History Month around the corner, a growing number of brands are moving beyond a four-week window tied to the celebration to forge deeper relationships with Black-owned businesses and Black communities. The efforts range from hands-on training to help companies go to market faster to making people aware of rapidly changing demographics in the U.S.

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  • Agency Account Reviews Are Increasing

    ANA Magazine   October 14, 2022  

    The pandemic jolted many brands into beefing up their digital marketing and some into switching their ad agencies. But while the tumult caused by COVID-19 has subsided, the pace of account reviews has only accelerated.

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  • Fighting Digital Ad Fraud Is Getting More Complicated

    ANA Magazine   September 21, 2022  

    Fraud in digital advertising remains an issue, and while the exact scale of the problem is a matter of dispute, there's widespread agreement that as the market grows, so will the need for brands to take an active role in protecting their investments.

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  • Making Scents of Your Brand

    ANA Magazine   August 5, 2022  

    The acceleration in scent marketing is being fueled by consumers' post-pandemic thirst for real-world experiences. A powerful driver for human emotion, scent provides food brands with unique ways to stir engagement and fuel sales. As with other brand extensions, context is critical.

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  • Consumers Want a New Retail Experience

    ANA Magazine   June 3, 2022  

    The retail world looks a lot different following two years of tumult due to the COVID-19 pandemic. Brick-and-mortar sales are expected to grow up to 3.4 percent through 2025, per eMarketer. As consumers head back to stores, brands will need to sharpen the ways they weave their messaging between the physical and digital worlds.

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  • Why Chief Executives Run Out of Patience with Their CMOs

    ANA Magazine   April 22, 2022  

    A recent survey paints an ominous picture of the level of confidence chief executives have in their CMOs, with most thinking that CMOs put their own interest above that of the organization. At the same time, about a third of CEOs have great confidence in their CMOs. That presents an opportunity for chief marketers to change the dynamic and demonstrate their business acumen.

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  • When Cancel Culture Comes

    ANA Magazine   March 25, 2022  

    When consumers shame and/or boycott companies and organizations due to actions or statements they deem offensive or harmful, marketers at the center of the cancel-culture storm may want to wait until things blow over, a recent study says. At the same time, a brand could risk irrelevancy if it goes too long before responding to public concerns. How best, then, to respond?

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  • Marketers Bolster Their Efforts to Support Mental Health

    ANA Magazine   January 28, 2022  

    Even before the surge in the COVID-19 Omicron variant, there was ample data chronicling the huge toll the pandemic has taken on people's mental health. Brands in the health care sector are responding proactively, offering new counseling services at or near their retail outlets. The efforts have led marketers to reevaluate how they talk about the highly sensitive subject of mental health and reduce the stigma people have about asking for help.

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  • The Race Is On for Retail Advertising

    ANA Magazine   December 24, 2021  

    Retail media advertising is helping major brands keep pace with consumers who have shifted a lot of their spending to e-commerce amid the pandemic. But the market may be in danger from oversaturation and issues with data privacy.

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  • Brands Offer Consumers an Escape from the Mundane

    ANA Magazine   November 24, 2021  

    A growing number of consumers are looking for an escape from the familiar as they start to venture out and the pandemic starts to wane. Some niche brands are responding to the call by touting the unique experiences they have to offer while encouraging consumers to unplug from their digital devices.

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  • Marketers Join the Fight Against Climate Change

    ANA Magazine   October 25, 2021  

    The escalating threat posed by climate change has prompted some of the globe’s largest brands to take steps to dramatically reduce their greenhouse gas emissions. As they bolster their sustainability efforts, marketers must strike a delicate balance between communicating how they’re helping to improve the environment and keeping the focus on the benefits of their products and services.

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