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.

  • 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.

  • 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.

  • 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.

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

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

  • 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.

  • 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?

  • Lessons Learned From The Day the World Went Remote

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

    Remember January of 2020? You have just finished your busy commute to work. You arrive at the office and everyone is talking about their weekend adventures — the venues they went to, the gatherings they enjoyed, the weekend that always seems to go way too fast. Fast forward to March of 2020.

  • ‘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.

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

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

    I have been asked questions, by clients, investors, prospects, industry committee members, and friends on a daily basis for the past six months about what happens to advertising and the internet once “cookies go away.” The number of different understandings of what is actually happening in 2022 is too damn high!

  • 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.

  • 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.