Marketing Maestros

The Contemporary Playbook for Content Marketing

Posted: Nov 12, 2019 12:00am ET BY David Germano

Content marketing has been on a roller coaster ride over the last 10 years as its prominence, application, successes and failings have mainstreamed. However, as technology continues to dramatically influence all aspects of marketing, it is dramatically influencing content marketing as well.

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Evaluating the Purpose-Driven Business

Posted: Nov 7, 2019 12:00am ET BY Dr. James R. Gregory

The purpose-driven business is akin to a corporate brand business strategy, and the measurement models should apply. Here’s how to evaluate your purposeful marketing.

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Creating An Inclusive Environment: Q&A With BBDO's Storm Smith

Posted: Nov 5, 2019 12:00am ET BY Bill Duggan

Storm Smith is an African-American art director at BBDO, and also happens to be deaf. Storm will be a speaker at the Association of National Advertisers Multicultural Marketing & Diversity Conference. In advance of her session, the ANA’s group executive vice president, Bill Duggan, interviewed Smith.

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Cutting Agency Fees Is Not the Answer to Your Marketing Budget Challenges

Posted: Oct 31, 2019 12:00am ET BY Bruno Gralpois, ANA Faculty

With the constant pressure to reduce marketing budgets, cutting agency fees is without a doubt very tempting. However, asking agencies to cut their fees without careful consideration or understanding of the downstream implications could be catastrophic.

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How Ulta Beauty is Building a Diversity-Forward Brand

Posted: Oct 30, 2019 12:00am ET BY Claudine Waite

Claudine Waite sits down with Karla Evans-Davis, senior director of integrated marketing and media at Ulta Beauty, to chat about multicultural marketing and give a sneak preview of her session at this year’s Multicultural Marketing & Diversity Conference.

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Repeat After Me: Producing Content Does Not Equal Storytelling

Posted: Oct 29, 2019 12:00am ET BY Erin Craft

Stories seep into our conscious mind and stay in our memory, and they are far more likely to be recalled accurately and acted upon than pure data and details. Here are some differences between story and content, how they each map to the B2B customer journey, and how B2B brands can unlock a treasure trove of stories.

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Top 10 List of News Items Relevant to Multicultural Marketing and Diversity in 2019

Posted: Oct 28, 2019 12:00am ET BY Bill Duggan

As we approach the 21st annual ANA Multicultural Marketing & Diversity Conference, it’s a good time to step back and reflect on news from the past year that is relevant to multicultural marketing and diversity. Here are Bill Duggan’s top 10 picks.

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3 Reasons to Exercise Caution When It Comes to Influencer Marketing

Posted: Oct 23, 2019 12:00am ET BY Cliff Campeau

AARM's Cliff Campeau explains three reasons why marketers may want to exercise a little dose of caution when it comes to their influencer marketing investment.

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PepsiCo’s Cultural Journey to Reignite Hispanic Growth

Posted: Oct 21, 2019 12:00am ET BY Claudine Waite

Keynote speaker Marissa Solis, VP and general manager of the Hispanic business unit at Pepsi North America Beverages, has over 20 years of marketing management, communications, and sales experience in both the U.S. and Latin American markets. The ANA's Claudine Waite had the chance to catch up with Solis to get sneak preview of her session.

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Beyond Profit Podcast: A Discussion with CVS CMO Norm de Greve

Posted: Oct 21, 2019 12:00am ET

In 2014, when CVS made the bold decision to stop selling tobacco products in its stores, it was hailed as a powerful example of putting purpose ahead of profit. In the latest episode of Beyond Profit, CVS Health CMO Norm de Greve talks about the importance of taking a stand, how the company benefitted from banning tobacco, its latest ad campaign, and more.

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