Marketing Maestros | Archive

Outdated Client-Agency Agreements Pose Risks to Advertisers

Posted: Oct 27, 2020 12:00am ET BY Cliff Campeau

If the contract between your organization and its advertising agency(s) has an effective date prior to January 1, 2017, you may be at risk. Not unlike fresh produce, dairy products, meat, medicine, or even beer, contract language is perishable.

With Sports and Live Entertainment in Limbo, Brands Must Make Fans of Their Own

Posted: Oct 22, 2020 12:00am ET BY Amy Vale

This fall’s unusual entertainment schedule means brands need to find new ways to create “fans” beyond likes or followers. Sports, music, and Hollywood have never been in such limbo: marketers can fill that void, not just by entertaining consumers with social content, but also by offering them additional value during this pandemic.

A Sea Change in Video Viewing: Helping Marketers Find More Fish in the Streaming Ecosystem

Posted: Oct 21, 2020 12:00am ET BY Kathy Grey

We are indeed experiencing a sea change in consumer behavior as video streaming becomes part of our daily lives. COVID-19 appears to be the watershed moment we have been gearing up for over the past few years.

AI Can't Stand Alone for Brand Suitability: People Play a Vital Role

Posted: Oct 20, 2020 12:00am ET BY Brian Atwood

Advertisers and brands are naturally frustrated when their ads are aligned with unsuitable or irrelevant content — a situation that occurs with alarming frequency. What’s frustrating to many marketers is that AI is supposed to proactively prevent these kinds of catastrophes. Why hasn’t AI fixed this problem yet?

Beyond Profit Podcast: A Discussion with Steve Gross of Life Is Good Playmakers

Posted: Oct 19, 2020 12:00am ET

Thanks to Playmakers, more than 1 million kids each year overcome adverse childhood experiences. In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu sits down with Steve Gross, founder and chief playmaker of Life is Good Playmakers, to learn more about the life-changing program.

5 Keys to Unlock a Successful Relationship Management Program

Posted: Oct 15, 2020 12:00am ET BY Greg Wright

Last week, the ANA released the report “The Business Case for Relationship Management” which covers the findings from quantitative and qualitative research conducted by the ANA and the 4A’s. This report looks at the current state of affairs related to relationship management program adoption levels, overall satisfaction, and benefits derived from their use.

A Catalyst for Change in B2B: Google and Ipsos COVID Survey

Posted: Oct 15, 2020 12:00am ET BY Tarun Rathnam

Customers in the age of COVID-19 have adapted to new ways of doing things, and some may be reluctant to go back to the old ways. Google research with IPSOS on B2B buyer and marketer behavior since COVID shows that these adaptations extend beyond consumer behavior — we've changed how we do business.

ANA Magazine: September Highlights

Posted: Oct 14, 2020 12:00am ET BY Andrew Eitelbach

Each month, senior editor Andrew Eitelbach rounds up the latest can’t-miss content from ANA magazine. Here’s the review for the month of September.

Amid the Uncertainty, There’s Room for Levity in Ads

Posted: Oct 13, 2020 12:00am ET BY Matthew Schwartz

When the coronavirus began to spread in late March, most brand advertising took on a somber tone. At the time, the messages seemed to resonate with consumers. But as the crisis unfolded, people’s appetite for ads that emphasized the impact of the virus started to wane.

Learnings from the ANA Advertising Financial Management Conference

Posted: Oct 12, 2020 12:00am ET BY Bill Duggan

Our annual Advertising Financial Management Conference was held last week — virtually of course — and the ANA’s Bill Duggan attended for the twentieth year in a row! Here are some of the learnings he took away from the conference.

The Gaping Hole in Compliance

Posted: Oct 8, 2020 12:00am ET BY Richy Glassberg

By now, many brands have spent enormous resources ensuring internal compliance with the GDPR and CCPA. You — or your agencies — have put systems into place to request, track and store consent of the consumers within whom they engage throughout the digital universe. But are you covered? You’re not if any part of your supply chain isn’t fully also compliant.

Global CMO Growth Council Summit 2020: Action Not Ads to Launch Meaningful, Sustainable Change

Posted: Oct 7, 2020 12:00am ET BY Rochelle Carter-Wilson

Two years ago, Marc Pritchard warned, “change won’t come if leaders can’t come to grips [with it] and aren’t willing to go ahead and weather the storm.” On October 19, 2020, chief marketers worldwide are coming together as a global force for change at the Global CMO Growth Council Summit 2020.

Treats, Turkey Legs, and Gift Giving in a New Normal

Posted: Oct 6, 2020 12:00am ET BY Duke Fanelli

The COVID-19 pandemic has had a profound effect on nearly every aspect of daily life. As the holiday season draws closer, the ANA’s Duke Fanelli wonders, how will our celebrations and gatherings change?