Marketing Maestros Archive

June 2021

  • L'Oréal’s Shenan Reed On Advertising as a Service

    Posted: Jun 29, 2021 12:00am ET BY Bill Duggan

    Shenan Reed, Senior Vice President, Head of Media at L'Oréal, recently spoke at the ANA Media Conference on the power of advertising to be a service to the customer. To follow up on her presentation, group EVP Bill Duggan sat down with Reed for an interview.

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  • Beyond Profit Podcast: Minter Dial on Becoming a Better Leader

    Posted: Jun 23, 2021 12:00am ET

    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, author Minter Dial joins host Ken Beaulieu to discuss his new book "You Lead: How Being Yourself Makes You a Better Leader," how brands can hit on the right purpose, why having a chief ethics officer raises red flags, and more.

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  • Is Your Digital Transformation Effort Doomed?

    Posted: Jun 22, 2021 12:00am ET BY Keith Schwartz

    While there are multiple reasons that doom a digital transformation, there’s one that will guarantee disappointment: setting one’s sights too low. Proper goal setting is imperative.

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  • Full Funnel Thinking

    Posted: Jun 17, 2021 12:00am ET BY Patrick Collister

    The funnel as a marketing concept celebrated its 100th birthday some time ago. The magnificently named St. Elmo Lewis came up with the acronym AIDA in 1898. He argued that you need different sorts of advertising to capture Attention, stimulate Interest, stoke the flames of Desire, and finally nudge your audience into Action.

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  • How ANA's Marketer-Led Initiative Is Reinventing Cross-Media Measurement

    Posted: Jun 16, 2021 12:00am ET BY Nathalie Bordes

    Despite efforts from marketers, agencies, measurement vendors, and media partners, increasingly complex consumer media behaviors have outgrown the current media measurement ecosystem. In an effort to solve for this, the ANA, ISBA, and WFA have convened a global collaboration of marketers, platforms, and vendors to create the global/common components of a new measurement blueprint.

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  • Reaching Elusive Ad-Free Streamers

    Posted: Jun 15, 2021 12:00am ET BY Hadassa Gerber

    The combination of a pandemic that forced many Americans to stay home and the introduction of several new subscription video on demand (SVOD) services in addition to existing services (Netflix, Amazon and Hulu), has provided the perfect catalyst for SVOD growth. But not all of this growth has worked in the favor of marketers and advertisers.

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  • It's Not Just the Russians

    Posted: Jun 11, 2021 12:00am ET BY Doug Wood

    Bad actors have plagued digital media since clicks first became the currency of the internet upon which brands have now paid billions to an opaque supply chain. But everyone knows that. Right?

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  • Lessons Learned From The Day the World Went Remote

    Posted: Jun 10, 2021 12:00am ET BY Brandon Gilliam

    Like it did for so many others, the pandemic pushed the ANA to quickly learn how to run a business entirely virtually. Here are some best practices we learned along the way for effectively running a virtual event.

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  • ‘Don’t Get Stuck in a Marketing Bubble’ and Other Ways CMOs Become Leaders

    Posted: Jun 8, 2021 12:00am ET BY Matthew Schwartz

    CMOs and marketers, forever spooked by balance sheets, lean on right-brained activities like imagination and intuition, but lack left-brained tools such as mathematics and linear thinking. As data management and online analytics play a bigger role in marketing and advertising, CMOs who don’t get out of their comfort zone could pay a heavy price.

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  • You Don’t Need Cookies If You’re Measuring Quality

    Posted: Jun 3, 2021 12:00am ET BY Shailin Dhar

    What happens to advertising and the internet once “cookies go away”? While fear-mongering headlines will likely run rampant as this shift draws closer, advertisers and publishers shouldn’t fear the change, but instead use it as an opportunity to reevaluate how cookies and individual identifiers are used in their ad strategy.

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  • Beyond Profit Podcast: Seth Maxwell on Youth Activism

    Posted: Jun 1, 2021 12:00am ET

    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Seth Maxwell joins host Ken Beaulieu to discuss his work building the next generation of socially conscious activists through his two nonprofit organizations: Thirst Project and Legacy Youth Leadership.

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  • On the Road Again: What Marketers Want

    Posted: Jun 1, 2021 12:00am ET BY Duke Fanelli, CMO at the ANA

    The latest business travel survey conducted by the ANA between May 5-14 shows that as respondents look ahead to the summer and fall, an increasing number will be packing their bags and taking to the skies, but only if extra safety precautions are in place.

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