Matthew Schwartz

Valerie Beaulieu, U.S. CMO at Microsoft, brings a highly balanced approach to B2B marketing to tackle the most pressing issues facing marketers.

The novel coronavirus has spurred nonprofits to take action on several levels, including crafting new messages that both acknowledge the severity of the crisis and explain how it might impact the organization.

Marketing Maestros is providing weekly coverage of how various brands are responding to the novel coronavirus outbreak and relevant resources from the ANA's Marketing Knowledge Center to help your brand do the same.

With as much as one-fifth of the world’s population told to stay inside, effects of the novel coronavirus on the economy have been swift and could be long lasting. Here’s how the virus is affecting marketing.

Starting with this blog post, Marketing Maestros will provide weekly coverage looking into how various brands are responding to the novel coronavirus outbreak and the marketing lessons applied. This week: Ford and GM.

The ANA’s Matthew Schwartz spoke with R3’s Greg Paull about TikTok’s growing potential for brand marketers and what’s in store for the video-sharing site.

2020 may be the year media historians peg as the time streaming media services — initially touted as ad-free — flipped to an advertising model.

Looking to make a bigger-than-life impression on consumers, some brands are tapping big-name directors to produce ad spots with a cinematic flair. While the end result can be a scene stealer, it requires more than just a large budget. Marketers must be willing to cede some creative control to let the director’s vision — and the brand — shine through.

To bolster the organization’s impact on cancer research, the V Foundation adopts a more aggressive approach to fundraising, one that emphasizes more rewarding and relevant experiences for donors.

ANA magazine’s recent editorial series on generational marketing indicates that there are more similarities among the various generations than meet the eye.

LEGO’s largest global campaign ever is meant to celebrate the natural creativity of children. Remi Marcelli, SVP and head of LEGO’s in-house creative agency, shares the thinking behind the inspiring campaign.