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Marketing Maestros Archive

March 2012

Global Marketing: Understanding a Country’s Unique Cultures

Posted: Mar 29, 2012 12:00am ET

By Ken Beaulieu, vice president of marketing and communications, ANA

This is part two of my recent interview with Chris Burggraeve, chief marketing officer at Anheuser-Busch InBev and president of the World Federation of Advertisers. In part one, Chris explained the importance of understanding the strengths of your competitors in each market, and how AB In-Bev’s “Way of Marketing” creates sustainable brand health. Here, he shares his thoughts on overcoming the “ugly American” stereotype.

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New ANA Recession Survey Results

Posted: Mar 28, 2012 12:00am ET

By Bill Duggan, Group EVP, ANA

ANA recently fielded the sixth edition of our “Recession Survey,” a survey initiated in the depths of the recession in 2008 to understand how the economic atmosphere is affecting client-side marketers.

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A Bigger Small World

Posted: Mar 23, 2012 12:00am ET

By Bill Duggan, Group EVP, ANA

Last week ANA and WFA (World Federation of Advertisers) partnered together for the first time on a Global Marketing Conference. In prepping for the event, I uncovered some simple, yet very interesting, population facts.

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Get Pinterested

Posted: Mar 20, 2012 12:00am ET

By Caitlin Nitz, Knowledge & Research Specialist

What is Pinterest? It’s virtual scrapbooking or bookmarking. You “pin” images on virtual “boards” with themes such as art, fashion, and of course, wedding planning (this is apparently a very popular board theme, regardless of whether or not you are engaged).

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Everything is Brand

Posted: Mar 12, 2012 12:00am ET

By Bill Duggan, Group EVP, ANA

One of my daughters is in her high school band. An annual fund raising activity for the band is the sale of citrus—those grapefruits and oranges are just delicious. When our delivery arrived recently I found it curious that a box of oranges was labeled “California Navels” and included an outline of the state of Florida with the initials LBG. California oranges from Florida?

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Color Changes Everything

Posted: Mar 9, 2012 12:00am ET

By Bill Duggan, Group EVP, ANA

I love the new Target “Color Changes Everything” campaign. The advertising is fresh and memorable. It communicates a clear benefit—get this—without a single spoken word of English in the advertising.

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Global Marketing: Understanding Your Competition

Posted: Mar 5, 2012 12:00am ET

By Ken Beaulieu, vice president of marketing and communications, ANA

I recently interviewed Chris Burggraeve, chief marketing officer at Anheuser-Busch InBev and president of the World Federation of Advertisers, in advance of his address at the ANA/WFA Global Marketing Conference on March 14 in New York City. He offered a veritable treasure trove of insight on building a global brand, introducing new products to new markets, reaching consumers at a local level, capitalizing on digital media, and meeting the needs of society across the world. I can’t thank him enough for his time and candor.

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No Pleasure Cruise

Posted: Mar 2, 2012 12:00am ET

By Bill Duggan, Group EVP, ANA

The Today Show on March 1 witnessed a horrific collision between content and advertising. Within the first fifteen minutes of the show, a segment aired about a cruise ship that had lost power while in the Indian Ocean. According to the segment, it took three days to tow the ship into port, through waters known for pirate attacks, and during that time passengers endured stifling heat and had to spend nights sleeping on the top deck.

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About This Blog

Written by our in-house citizen journalists, this varied blog draws on insights from the client-side marketing community, examines game-changing campaigns and industry research, provides actionable takeaways from ANA events, and more.