Marketing Maestros Archive

September 2019


Is It Time to Take Voice Commerce Seriously?

Posted: Sep 30, 2019 12:00am ET BY Robb Powell

Consumers are increasingly relying on home digital assistants to provide hands-free access to everything and anything available online. From browsing to streaming, requesting and purchasing, consumers are embracing voice commerce.

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Bringing Video In-House

Posted: Sep 27, 2019 12:00am ET BY Morgan Strawn

Reaping the benefits of in-house video production requires considerable planning and work from brands as they make a host of decisions around hiring and staffing, capability selection, and team structure.

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A Data-Driven, Tech-Enabled Media Approach: A Q&A with Hershey's Charlie Chappell

Posted: Sep 26, 2019 12:00am ET BY Bill Duggan

Charlie Chappell is head of integrated media and communications planning at The Hershey Company. He’ll be speaking at the 2019 ANA Masters of Marketing Conference, and was recently interviewed by ANA group EVP Bill Duggan.

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Marketers Need to Reflect on Facial Recognition Sooner Rather Than Later

Posted: Sep 25, 2019 12:00am ET BY Matthew Schwartz

Recent studies suggest that consumers don’t trust marketers to use facial recognition technology responsibly. The ANA’s Matthew Schwartz explains why it might be time for some serious self-reflection.

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Purpose Starts Here

Posted: Sep 24, 2019 12:00am ET BY Ken Beaulieu

The ANA Center for Brand Purpose recently released “Discovering Brand Purpose: A Playbook for Uncovering the ‘Why’ of Your Business,” an insight-rich resource for maximizing your understanding of doing good business.

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How Advertisers Can Minimize “Out-of-Scope” Surprises

Posted: Sep 20, 2019 12:00am ET BY Cliff Campeau

The SOW provides the basis for an agency to develop its proposed staffing plan and attendant fee recommendation. In an ideal world, the annual SOW is comprehensive in nature, covering both key deliverables and the prospect of potential contingency projects.

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Media Agency Compensation Practices: New ANA Report

Posted: Sep 17, 2019 12:00am ET BY Bill Duggan

This week ANA released a new report, “Media Agency Compensation Practices.” Here are the highlights as outlined by ANA group EVP Bill Duggan.

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The Kind of Influencer Money Can’t Buy

Posted: Sep 16, 2019 12:00am ET BY Neil Feinstein

Advocacy influencers are concerned, activist citizens who are motivated by a cherished cause or ideology, a sense of social justice and fairness. Instead of funneling their passion into hawking brands, they post, tweet, vlog, and podcast to change the world.

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It’s Time to #SeeALL

Posted: Sep 16, 2019 12:00am ET BY Gilbert Dávila, chair of ANA Multicultural Marketing and Diversity Committee

The ANA and AIMM are prioritizing inclusion and equality as a call to action for corporations looking to drive incremental growth. Learn how you can join in with our new metric.

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An Interview With "Built to Suck" Author Joseph Jaffe

Posted: Sep 12, 2019 12:00am ET BY Bill Duggan

ANA group EVP Bill Duggan speaks with Joseph Jaffe, admiral and co-founder at HMS Beagle and author of Built to Suck, to get a sneak peek into the wisdom he'll be imparting at the 2019 Masters of Marketing Week.

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Time to Reevaluate Expectations for Breaking Down Business Silos

Posted: Sep 10, 2019 12:00am ET BY Matthew Schwartz

The marketing and advertising industries are awash with conferences focusing on breaking down silos and how CMOs and marketing directors can be agents of change. Yet despite the constant drumbeating, silos are a recurring issue.

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Why it's Time to Drop the 'E' in E-commerce

Posted: Sep 6, 2019 12:00am ET BY Bryan Forbes

Continual retail evolution and seamless buying has become the way people expect to shop. Because disruption at retail is a constant, finding growth in this connected world is a challenge as the fundamentals themselves are changing.

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No Brand Is Safe from the Vicissitudes of Consumers (and the Web)

Posted: Sep 5, 2019 12:00am ET BY Matthew Schwartz

To thrive in a digital age, CMOs in charge of even the most recognized brands can’t take anything for granted.

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Why Streaming and Binge-Watching with Existing Ad Loads Suck

Posted: Sep 4, 2019 12:00am ET BY David Rudnick

The binge-watching trend should be setting off alarm bells to both brand marketers and ad-supported streaming services. Why? According to David Rudnick, co-founder of and chief technology officer at Connekt Technologies, binge-watching sucks with traditional ad loads.

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Engaging The Voice of Your (Next) Million Customers

Posted: Sep 3, 2019 12:00am ET BY Tod Loofbourrow

How can marketers find the voice of their prospective customers and bring that voice systematically into their advertising and marketing strategies? Tod Loofbourrow, CEO and Chairman of ViralGains, explains.

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