Marketing Maestros Archive

October 2019


Cutting Agency Fees Is Not the Answer to Your Marketing Budget Challenges

Posted: Oct 31, 2019 12:00am ET BY Bruno Gralpois, ANA Faculty

With the constant pressure to reduce marketing budgets, cutting agency fees is without a doubt very tempting. However, asking agencies to cut their fees without careful consideration or understanding of the downstream implications could be catastrophic.

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How Ulta Beauty is Building a Diversity-Forward Brand

Posted: Oct 30, 2019 12:00am ET BY Claudine Waite

Claudine Waite sits down with Karla Evans-Davis, senior director of integrated marketing and media at Ulta Beauty, to chat about multicultural marketing and give a sneak preview of her session at this year’s Multicultural Marketing & Diversity Conference.

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Repeat After Me: Producing Content Does Not Equal Storytelling

Posted: Oct 29, 2019 12:00am ET BY Erin Craft

Stories seep into our conscious mind and stay in our memory, and they are far more likely to be recalled accurately and acted upon than pure data and details. Here are some differences between story and content, how they each map to the B2B customer journey, and how B2B brands can unlock a treasure trove of stories.

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Top 10 List of News Items Relevant to Multicultural Marketing and Diversity in 2019

Posted: Oct 28, 2019 12:00am ET BY Bill Duggan

As we approach the 21st annual ANA Multicultural Marketing & Diversity Conference, it’s a good time to step back and reflect on news from the past year that is relevant to multicultural marketing and diversity. Here are Bill Duggan’s top 10 picks.

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3 Reasons to Exercise Caution When It Comes to Influencer Marketing

Posted: Oct 23, 2019 12:00am ET BY Cliff Campeau

AARM's Cliff Campeau explains three reasons why marketers may want to exercise a little dose of caution when it comes to their influencer marketing investment.

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PepsiCo’s Cultural Journey to Reignite Hispanic Growth

Posted: Oct 21, 2019 12:00am ET BY Claudine Waite

Keynote speaker Marissa Solis, VP and general manager of the Hispanic business unit at Pepsi North America Beverages, has over 20 years of marketing management, communications, and sales experience in both the U.S. and Latin American markets. The ANA's Claudine Waite had the chance to catch up with Solis to get sneak preview of her session.

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Beyond Profit Podcast: A Discussion with CVS CMO Norm de Greve

Posted: Oct 21, 2019 12:00am ET

In 2014, when CVS made the bold decision to stop selling tobacco products in its stores, it was hailed as a powerful example of putting purpose ahead of profit. In the latest episode of Beyond Profit, CVS Health CMO Norm de Greve talks about the importance of taking a stand, how the company benefitted from banning tobacco, its latest ad campaign, and more.

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Why Instagram Stories Are a Must for Marketers

Posted: Oct 18, 2019 12:00am ET BY Meg Wise

Upon its launch in 2016, Instagram Stories seemed nothing more than a copycat Snapchat feature. Today there is no doubt as to the virality of this snack-able video platform feature, with some projecting the daily user total will reach close to one billion by the end of 2019.

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Be an Outsider at Work

Posted: Oct 16, 2019 12:00am ET BY Denise McDevitt

Experiential is an opportunity to prove your brand’s promise by backing up your marketing messages with concrete action. In a Q&A with Jack Morton’s Shelley Elkins, learn how they won REGGIE gold for L.L. Bean through the power of experiential.

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Woke Marketing: Why Brands Can’t Afford to Ignore Social Issues Affecting Black Consumers

Posted: Oct 15, 2019 12:00am ET BY Claudine Waite

Pepper Miller, president at The Hunter-Miller Group, and Reginald Osborne, principal and multicultural marketing executive at the Van Osborne Group, will be featured presenters at the 2019 Multicultural Marketing & Diversity Conference, presented by Pandora. The ANA’s Claudine Waite had an opportunity to catch up with Miller and Osborne to discuss their session.

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How to Foster a Healthier, More Transparent Client/Agency Relationship

Posted: Oct 14, 2019 12:00am ET BY Joy Mead

Joy Mead, EVP and general manager at Blue Chip, shares her insight about trust and transparency gleaned from years working on both side of the client/agency relationship.

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Connected By Pride: A Q&A With Ricardo Aspiazu

Posted: Oct 9, 2019 12:00am ET BY Denise McDevitt

To honor Pride Month last year, Verizon released an ad showing LGBTQ+ youth calling their families and loved ones to come out to them. The ANA’s Denise McDevitt spoke with Ricardo Aspiazu, director of marketing communications at Verizon, about the spot.

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Top Contributors to the Breakdown of Trust in the Ad Ecosystem

Posted: Oct 8, 2019 12:00am ET BY Bill Duggan

Earlier this year the ANA launched the Trust Consortium in partnership with outside counsel, Reed Smith LLC, to help address the issue of trust between marketers and the advertising ecosystem. The Trust Consortium consists of subject matter experts committed to working together to keep trust on the front burner, emphasizing transparency, integrity, and growth for the overall health and well-being ...

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Shopping Behaviors: Did They Really Change?

Posted: Oct 7, 2019 12:00am ET BY Jean Marc Rejaud

Even with a changing shopping landscape, the core of shopper behavior has stayed the same. By integrating the five stages of the customer journey, a shopper marketer will better plan what touchpoints for what purpose and in what sequence but also will be able to better integrate with brand campaigns by aligning brand and shopper communications with the requirements of each stage.

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Insight into “WestJet Christmas Miracle: Uniting Through Traditions”

Posted: Oct 2, 2019 12:00am ET BY Denise McDevitt

After WestJet’s 2019 REGGIE Award success, the ANA’s Denise McDevitt sat down with Corey Evans, senior manager of content at WestJet, to chat about the campaign. Read on to learn key insights on brand activation, longform storytelling, and setting the right KPIs.

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She Sees the Future: Q&A With Ford's Sheryl Connelly

Posted: Oct 2, 2019 12:00am ET BY Bill Duggan

Sheryl Connelly is the futurist for Ford Motor Co., where she is responsible for identifying global trends and exploring their potential implications. Connelly, who will be speaking on Friday at the 2019 ANA Masters of Marketing Conference, was recently interviewed by ANA group EVP Bill Duggan.

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