Marketing Maestros Archive

March 2013

Marketers Still Challenging Agencies to Reduce Costs

Posted: Mar 26, 2013 12:00am ET BY Bill Duggan

ANA is about to release the results of our latest Recession Survey, a survey initiated in the depths of the recession in 2009 (hence the name!) and repeated annually since.


Transparency and Agency Trading Desks

Posted: Mar 22, 2013 12:00am ET BY Bill Duggan

This week’s Advertising Age features a terrific article by Alexandra Bruell reporting on a panel discussion at the recent 4A’s Transformation Conference. The panel featured six media agency heads and a contentious debate on agency trading desks. ANA agrees that there are indeed transparency concerns with agency trading desks.


Facebook vs. Twitter: Hashtags and Social TV Ratings

Posted: Mar 19, 2013 12:00am ET BY Marni Gordon, SVP of committees and conferences, ANA

Last week, The Wall Street Journal reported that Facebook is working on incorporating hashtags as a way to group conversations. Hashtags, one of Twitter’s key symbols, are already prevalent within Instagram which was acquired by Facebook last year.


How Does Procurement Drive Innovation?

Posted: Mar 15, 2013 12:00am ET BY Bill Duggan

At the ANA Advertising Financial Management Conference we will share results of our “2013 Procurement Value Metrics Survey” which identifies the metrics used to measure the success / contribution of the marketing procurement organization. Innovation is one of the metrics we looked at.


What to Keep in Mind When Entering Into a Sports Sponsorship

Posted: Mar 5, 2013 12:00am ET BY Ken Beaulieu

In 2011, Liberty Seguros, the Brazilian subsidiary of Boston-based Liberty Mutual Insurance, was announced as a national supporter of the 2013 FIFA Confederations Cup and the 2014 FIFA World Cup. This year, the property and casualty insurer became an official sponsor of the 2014 and 2016 U.S. Olympic and Paralympic Teams. These partnerships represent Liberty Mutual’s first major foray in the bur ...


Marketing is an Investment to be Maximized & Not a Cost to be Minimized

Posted: Mar 4, 2013 12:00am ET BY Bill Duggan

Gerry Preece (former P&G marketing procurement) and Russel Wohlwerth have just published “Buying Less for Less … How to avoid the Marketing Procurement dilemma” and the key thinking in the book is outlined below