Marketing Maestros Archive

March 2021


Start Selling to Fully-Formed Adults — Stop Trying to “Be Like the Cool Kids”

Posted: Mar 30, 2021 12:00am ET BY Sean Cunningham

The most compelling case for putting age and sex demographics happily in our rearview mirror is the lukewarm sales and profit results from hundreds of U.S. marketers over the last ten years that fully flung their brands at any and every consumer under 36 years of age — you know, the "cool kids."

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Attention, Oral Health Advertisers: TikTok Has Brand Safety Issues

Posted: Mar 24, 2021 12:00am ET BY Dr. Kami Hoss

Oral health brands should be wary of brand safety issues on TikTok spurred on by strange and dangerous trends, such as teens filing their own teeth and gluing on fake vampire fangs. Dr. Kami Hoss, founder and CEO of The Super Dentists, explains her concerns.

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Driving Digital Commerce with TV: Sports Betting and Online Shopping

Posted: Mar 23, 2021 12:00am ET BY Steve Lanzano

While linear TV remains the most valued video platform by advertisers because of its brand-safe premium content, TV ads should also get credit for driving digital commerce, including online search and purchases. TV may not be as trendy as digital, but the fact remains that it really works — and can work hard for marketers.

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Unwinding the Creative/Media Agency Split

Posted: Mar 18, 2021 12:00am ET BY Manu Mathew

Creative and media silos have not fared well in our digital age. Creative remains divorced from media in most companies, leaving the performance marketing team with limited access to the infinite number of versions of each ad that they need to make their media plans work.

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Demystifying Brand Purpose

Posted: Mar 17, 2021 12:00am ET BY Matthew Schwartz

The notion of “brand purpose” was creeping toward the top of the marketing agenda well before the pandemic upended the business world. But amid multiple crises wrought by the deadly virus, brand purpose has taken on a sense of urgency, with few CMOs immune from tackling the issue — and helping to define it.

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Celebrities And Other Brands Lean Into Digital Intimacy

Posted: Mar 16, 2021 12:00am ET BY Bernardo de Albergaria

The pandemic has accelerated the practice of one-to-one digital relationships for all kinds of brands. The upshot: digital intimacy has become part of everyone’s professional and personal lives.

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Beyond Profit Podcast: Elevating a Community of Underdogs

Posted: Mar 15, 2021 12:00am ET

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Lain Shakespeare, senior head of corporate citizenship at Mailchimp, and Kwame Taylor-Hayford, cofounder of Kin, join host Ken Beaulieu to discuss the thought process behind Big Change Starts Small and the rise of corporate citizenship.

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Measurement Is Universal, and Universally Elusive

Posted: Mar 11, 2021 12:00am ET BY Paul P. Robinson

Unlocking the power of measurement, in the form of return-on-investment, key performance indicators, and other attribution, has always been the holy grail. There has never been a serious strategic conversation around any marketing program where the topic of measurement is not front and center.

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The Inherent Rebellion Of Gen Z

Posted: Mar 9, 2021 12:00am ET BY Julie Lubbers

As the first digitally-native generation, gen Z has seen the world through a unique lens — their screens. They want to break from “the way things have always been done,” and they’re savvy enough to make it happen. Companies, however, often don’t know what to make of this type of behavior, and can (unintentionally) stand in the way. So, how can we conspire with this generation?

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Developing an Equitable Supply Chain for Marketing and Advertising Investments

Posted: Mar 4, 2021 12:00am ET BY Bill Duggan

To assist in the development of an equitable supply chain for marketing/advertising investments, ANA and AIMM have released an updated list of “Certified Diverse Suppliers for Marketing and Advertising” and a companion resource, “Suppliers Serving Predominately Multicultural and Diverse Audiences for Marketing and Advertising, Non-Minority Owned and/or Non-Minority Certified.”

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It’s Annual Check-Up Time! How’s Your Company’s Data Privacy Health?

Posted: Mar 2, 2021 12:00am ET BY Senny Boone, Lisa Shosteck

As we release the latest ANA Annual Ethics Compliance Report, reflect on 2020 and implement our plans for growth for 2021, now is the perfect time for a data check-up to see if there’s any areas that need to be tightened up and improved. So while you’re making your own annual check-ups, don’t forget to schedule an annual check-up for your company.

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