Marketing Maestros Archive

February 2021

The Business of Talent and Rights: A Marketer’s Story

Posted: Feb 25, 2021 12:00am ET BY Melinda McLaughlin

As the media landscape increases in complexity, so too do the strict payment obligations to the performers and rights owners who bring the brand stories alive. Because talent and rights payments are intrinsically connected to where and when ads play, tracking them across our ever-expanding digital universe is beyond what is possible using manual-heavy legacy practices.


DOOH Is On the Rise, Cookies Are Crumbling, and More

Posted: Feb 24, 2021 12:00am ET BY Andrew Eitelbach

Each month, Andrew Eitelbach, senior editor for ANA Newsstand, rounds up can’t-miss content from the ANA’s four online publications: ANA magazine, B2B Marketer, Forward, and Greater Good.


Beyond Profit Podcast: A Discussion with PwC’s J.C. Lapierre

Posted: Feb 24, 2021 12:00am ET

Overseeing communications, marketing, brand, and creative functions, PwC's J.C. Lapierre is a driving force behind PWC’s efforts to make purpose a priority across the firm and with all stakeholders. She is also leading the charge to advance diversity and inclusion initiatives and to help clients create a more inclusive culture. In this episode of Beyond Profit, a podcast of the ANA Center for Br ...


The New Normal and the New Commerce Marketing

Posted: Feb 23, 2021 12:00am ET BY Paul P. Robinson

In a year of social distancing and incredible disruption the world of commerce has transformed at a pace not seen before. This needed revolution has positioned marketers doing commerce marketing — whether in shopper, digital, social, retail or e-commerce — in a more indispensable role and with greater visibility throughout the organization than ever before.


Mobile Acquisition on Location: 3 Brands Using Geo-Conquesting to Win New Customers

Posted: Feb 18, 2021 12:00am ET BY Andre Chandra

What if you could advertise to prospects when they were actually in your competitors’ retail locations? Here are 3 brands doing exactly that and how you can, too.


Looking at the Big Picture for Content Marketing

Posted: Feb 18, 2021 12:00am ET BY Matthew Schwartz

Not long after “content marketing” became widely adopted among brands in the mid-2000s, the channel was referred to in somewhat regal terms. But while the discipline commands a growing amount of marketing budgets, brands continue having a tough time measuring the channel, not to mention crafting a dedicated strategy.


ANA Survey Finds Business Travelers Point to June Before Packing a Travel Bag

Posted: Feb 16, 2021 12:00am ET BY Duke Fanelli, CMO at the ANA

With COVID-19-related warnings and protocols top of mind, nearly a year has passed since many of us have boarded a plane. With conference season now upon us, the ANA conducted an eight-question survey to determine people’s appetite for travel, whether for business or pleasure.


Is Your Ad Investment Being Held Hostage?

Posted: Feb 11, 2021 12:00am ET BY Cliff Campeau

The recent news regarding national TV audience under-delivery should be of concern to CFOs of companies that have invested in national TV over the course of the last two years. In short, TV viewing declines have resulted in guaranteed audience delivery shortfalls by the networks. Thus, the networks owe advertisers compensatory media weight or cash-back to make up for that under-delivery.


Privacy and Data in the 2020s: Misgivings, Misunderstandings, and Missed Opportunities

Posted: Feb 10, 2021 12:00am ET BY Marc Fanelli

Privacy has become one of the most pressing issues facing our industry — it has been building for several years, and has absolutely reached a tipping point in 2020, showing up on CEO’s priority lists more than ever before.


Beyond Profit Podcast: How Purpose Drives Salespeople, with Lisa McLeod

Posted: Feb 8, 2021 12:00am ET

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu discusses noted sales strategist, speaker, and author Lisa McLeod’s latest book, Selling with Noble Purpose, as well as the rise of the purpose movement, storytelling, and more.


How to Track and Plan for Events Reopening in 2021

Posted: Feb 4, 2021 12:00am ET BY Wendy Gibson

Planning for the return of live in-person events is challenging during a pandemic, especially when the COVID-19 case levels are fluctuating daily, resulting in ever-changing government guidelines. In this blog post, GES CMO Wendy Gibson shares insights behind their new interactive Global Event Tracker.


Welcome New EEC Advisory Committee Members!

Posted: Feb 3, 2021 12:00am ET BY Matthew Vernhout, Karen Talavera

Please join us in congratulating the newly elected members of the ANA Email Experience Council's Member Advisory Committee (MAC). This is our senior-level Committee which is comprised of thought leaders in the email marketing community.


Marketing When Channels Blur: Put The Message, Not The Medium, First

Posted: Feb 2, 2021 12:00am ET BY Roey Franco

Marketers must think flexibly when allocating budgets instead of rigidly assigning them to channels such as video, radio, OOH, social media, and so on. If 2020 taught us anything, it’s that we need to be agile as conditions quickly change.