Marketing Maestros Archive

March 2020


Brand Suitability vs. Brand Safety

Posted: Mar 26, 2020 12:00am ET BY Cliff Campeau

Many in the digital media supply chain have begun to differentiate between “brand safety” and “brand suitability.” Ultimately, marketers will have to weigh in on whether or not there is a difference and why they should give any provider relief when it comes to protecting the brands that they steward.

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The Purpose Advantage: A Q&A with Barkley’s Jeff Fromm

Posted: Mar 24, 2020 12:00am ET BY Jerusha Harvey

In his ANA workshop about the power of purpose, Jeff Fromm teaches marketers all about how unlocking your brand’s purpose can help elevate your messaging, forge stronger connections with customers, and attract all-star talent. The ANA’s Jerusha Harvey sat down with Fromm to discuss the principles of purpose marketing and the keys to unlocking a brand’s purpose.

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Beyond Profit Podcast: A Discussion with YMCA’s Stephanie Rath

Posted: Mar 20, 2020 12:00am ET

Beyond Profit host Ken Beaulieu sits down with Stephanie Rath, VP of marketing and brand management at the YMCA of the USA, to discuss brand-building for good, how brands can forge partnerships with nonprofits, and the blurring lines between nonprofits and for-profit organizations.

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Uncovering Consumer Purchasing Cues from Online Conversation Clues

Posted: Mar 17, 2020 12:00am ET BY Dax Hamman

What could Disney, the United States Marine Corps, Hershey’s and Under Armour possibly have in common? An openness to using a progressive targeting strategy ultimately led each of the aforementioned organizations to an emerging AI-driven tool called conversational analysis, which parses online conversations to provide predictive insight into consumer behavior.

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How Will You Assess the Benefit Delivery of Your In-House Agency?

Posted: Mar 12, 2020 12:00am ET BY Cliff Campeau

Seventy-eight percent of ANA members have in-house agencies. The question to be asked is, how will in-house agency executives measure and report on their operation’s benefit delivery?

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New ANA White Paper on Payment Terms

Posted: Mar 11, 2020 12:00am ET BY Bill Duggan

This week, ANA released the new white paper, Payment Terms: Current Practices for Marketing Services, based on a member survey and qualitative interviews. We learned a great deal.

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Evolving Your Email Strategy

Posted: Mar 10, 2020 12:00am ET BY Nancy Harris, Alyssa Nahatis

The 2020 ANA Email Evolution Conference will be a must-attend event for marketers seeking to optimize their email strategies. Nancy Harris and Alyssa Nahatis, program co-chairs of the conference, share what they’re looking forward to most about this year’s conference.

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Jon Mandel Returns to the ANA Media Conference

Posted: Mar 6, 2020 3:00pm ET BY Bill Duggan

It’s been five years since Jon Mandel gave his historic speech on media rebates and transparency at the ANA Media Conference. Mandel will be back at this year’s ANA Media Conference, and Bill Duggan sat down with him to discuss his past speech and the future of the industry.

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Talent Disconnects and Talent Solutions

Posted: Mar 5, 2020 12:00am ET BY Elliot Lum

The ANA Educational Foundation’s Elliot Lum shares a breakdown of the key disconnects in recruiting data and measurement talent, and outlines potential solutions.

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Steep Learning Curve for Marketers Considering TikTok

Posted: Mar 3, 2020 12:00am ET BY Matthew Schwartz

The ANA’s Matthew Schwartz spoke with R3’s Greg Paull about TikTok’s growing potential for brand marketers and what’s in store for the video-sharing site.

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Beyond Profit Podcast: A Discussion with StrawberryFrog CEO Scott Goodson

Posted: Mar 3, 2020 12:00am ET

Beyond Profit host Ken Beaulieu sits down with Scott Goodson, CEO of StrawberryFrog, to discuss the findings in a major Brand Purpose study, what brands can do to elevate their do-good efforts, what commonalities the most purposeful companies share, and more.

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We Published a Story Last Month About Reddit, AMA

Posted: Mar 2, 2020 12:00am ET BY Andrew Eitelbach

Marketers, have no fear. We're here to help guide you through the ins and ours of advertising on Reddit. Plus, a new report on managing a global B2B brand, a Q&A with the CEO of Land O'Lakes, and a look at the six-second ad.

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