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Marketing Maestros

Same Project, Different Tools

By Andrew Eitelbach, senior manager of marketing and communications
Posted: Jul 14, 2015 12:00pm ET

Tomorrow marks the first day of the ANA Digital and Social Media Conference, a three-day event featuring speakers from brands like Nissan, GE, and Mondelēz. No doubt the time will be packed with insights and compelling case studies, but don’t get distracted by the bells and whistles of technology and misunderstand the main point — success on social is not about using the latest tools and platforms to stay up to date, it’s about truly knowing your consumer audience and understanding how best to connect with them.

The essence of digital and social marketing is the same as every other form of marketing — delivering a brand message that rings true with consumers and compels them to convert. That’s the key message behind this month’s cover story in ANA magazine too. “Putting It All Together” discusses what it takes for brands to engage the sometimes-elusive, always-empowered DIY consumer. With insights from E*TRADE, Nutrisystem, and Ace Hardware, it’s a must read.
 
Also in this issue, written specifically with ANA Digital and Social Media Conference goers in mind, are the core tenets of effective digital advertising, written by MasterCard’s J. R. Badian
 
Plus, don’t miss an infographic on digital marketing’s blind spot, a special section from Centro on smart cross-channel strategies, and so much more. Read the full issue, online right now
 
I’ll be in attendance at the conference, live-tweeting from the ANA’s handle, @ANAMarketers. Follow the action and use the conference hashtag #ANADigital to participate in the conversation.
 
I hope to see you there. 
 
  
 
 
 
 

Making an Impact on Multicultural and Diversity Marketing

By Janine Martella, director of committees and conferences at ANA
Posted: Jul 9, 2015 3:00pm ET

It’s that time of the year here at the ANA when the Multicultural Marketing and Diversity Conference and Awards are in full planning mode! As we’re building the agenda for the conference and promoting the awards, I’ve had a few opportunities recently that reminded me of how our society continues to strengthen and grow in diversity and multicultural awareness.

On June 26th, the day the Supreme Court of the United States ruled in favor of same-sex marriage — a day that the LGBT community had fought for and wanted for so long — there was a palpable sense of joy and relief amongst those that had hoped for this decision. Especially for dear friends of mine who my husband and I stood up for as witnesses at their wedding just a year ago. Knowing that this was such a monumental event for them made the moment even more meaningful for me personally.

Just two days prior, we hosted the first ever LGBT-themed day at our Multicultural Marketing and Diversity committee meeting, kindly hosted by our member the NBA at their offices here in New York City. That day, we heard from Dante Mastri, Global Strategy and Capabilities, Global Merchant Services at American Express, on how their employee resource group spearheaded their LGBT marketing effort in addition to their regular full time jobs, because they saw the need and it meant so much to them. We also heard from Sarah Gorvitz, Director, Stolichnaya Premium Vodka at Stoli Group USA, about how they responded to Russia’s anti-LGBT movement prior to the Sochi Winter Olympics and Stoli’s efforts in building a crisis management platform. Hilary Shaeve, Vice President of Marketing at the NBA, shared an in-depth story on the prevalence of the Lesbian fan base with Women’s NBA and how they reach and engage this dedicated fan-base.

On June 30th, I had the honor of presenting at our member Kimberly-Clark in Neenah, Wisconsin along with ANA members, Mark Steele and Spiro Papathanasakis, Directors at eSSENTIAL Accessibility, regarding People with Disabilities. We were invited to share our stories to help support Kimberly-Clark’s Employee Resource Group, “Capabilities First,” an internal effort to help recognize and support their employees and families that are impacted by disabilities. The People with Disabilities category, which was introduced to the ANA Multicultural Marketing and Diversity Conference and the awards in 2014, has certainly gained momentum in awareness, especially as many influential, global brands have begun targeted marketing campaigns to this influential group. In 2014, the People with Disabilities category had ads submitted from top brands, including AT&T, Duracell (P&G), Equinox, Guinness, Intel, Mass Mutual, P&G Swiffer, Special Olympics Texas, and Walmart. With the People with Disabilities category gaining momentum as a key audience, I expect to see more brands submit for the awards in 2015.

As we’re moving forward with our plans for this year’s conference and awards, these events gave me the opportunity to realize how much of an impact we have had in recognizing and supporting these market segments throughout the year and on a personal level. Hope you can join us in Miami November 8–10 and hear more from experts in Multicultural Marketing and Diversity and celebrate the award winners!

Highlights of ANA Programmatic Webinar Series – What Advertisers Should Do

By Bill Duggan, Group EVP, ANA
Posted: Jun 24, 2015 11:00am ET

Over the course of the past few months, ANA has run a webinar series on the topic of programmatic buying to help ANA members get smart on the topic and better understand the transparency issues. Thanks to the five consultants who shared their wisdom: Andrew Altersohn, AdFin; Joe Weaver, Promatica Consulting; Jay Sears, The Rubicon Project; Matt Prohaska, Prohaska Consulting; and Michael Greene, Audience Science. We learned so much! Highlights below:

1. Knowledge is power. Marketers should ramp-up their programmatic intelligence.

2. Understanding the complete supply chain is critical.

3. Understand the respective agency models.

4. Ask for inventory transparency.

    • Understand where your programmatic advertising is running. You wouldn’t “blindly” run your advertising in offline media such as television or print without knowing the specific networks or publications that carry your advertising. Why accept anything less in programmatic buying?

5. Safeguard your data.

6. Ensure you have full rights/access to your transaction log files. Demand transaction logs be as universally available as ad server logs.

More learning from the ANA Programmatic Webinar Series will be shared in future.

Fathers Get Their Day

By Andrew Eitelbach, senior manager of marketing and communications
Posted: Jun 21, 2015 9:30am ET

Is the era of the dimwit dad in ads over? It may be

In a recent survey by MediaPost, 83 percent of Millennial parents believe ads should appeal to both mothers and fathers equally. One female participant in the study noted “I hate commercials that make fathers look like the lesser parent. It’s not funny. It puts out the message that men are incompetent and irresponsible at home. It’s a subtle message that men belong at work and women belong at home.” Brands, it seems, are listening
 
Check out the latest issue of ANA magazine to read how brands from Toyota to Dove to Cheerios are showing fathers in a new, more authentic light. 
 
Also in this issue: 

ANA Issues Media Transparency RFP

By Bill Duggan, Group EVP, ANA
Posted: Jun 18, 2015 11:00am ET

Undoubtedly, you’ve seen the buzz around rebates and transparency issues in the trade press over the past few months. It is the ANA’s belief that the industry requires an independent, objective, third-party individual/organization to help identify the “truth.” And we have just issued an RFP for that.

The ANA is seeking a resource to investigate. Set the record straight. Dig deep with agencies, marketers, media, suppliers, and vendors, as much is not understood about what is taking place throughout the ecosystem. Conduct this analysis without bias. Demonstrate objectivity and integrity throughout to ensure that the study is beyond reproach.

This third party needs to:

  • Demystify the landscape. 
  • Understand the role of holding companies and their levels of engagement.
  • Understand if media plans are being compromised.   
  • Develop practical solutions and best-practice behaviors that serve as industry standards.
  • Determine where marketers’ behavior may be “pushing the limits.”

Full RFP details here

Think Big. Be Fearless. Push for the Best.

By Andrew Eitelbach, senior manager of marketing and communications
Posted: May 21, 2015 5:30am ET
Dana Anderson cannot be stopped. The chief marketing officer at Mondelēz International, she has been unrelenting in pushing some very well-known brands (such as Oreo, Honey Maid, and Halls) to shake off the complacency of their old perceptions and strike out as innovators in the marketplace. A believer in big ideas, Anderson is unapologetically bold, forging alliances with Facebook, embedding marketers in tech startups in order to harness new technologies for her company's brands, and demanding collaboration and superior work from agency partners. 
 
The May issue of ANA magazine“The idea of fearlessness has been core to Dana for a while,” says Doug Ray, global president of media solutions company Carat, in the cover story of this month’s ANA magazine, which profiles Anderson. Indeed, Anderson names being fearless as one of her seven practices for success.
 
For the remaining six, and the full profile of Anderson, click through to this month’s complimentary issue of ANA magazine
 
Also in this issue: 
Plus! Don’t miss this month’s special section, brought to you by our partner TVB. It’s an infographic on where people spend most of their time consuming media.

No More Excuses

By Urey Onuoha, copywriter, ANA
Posted: May 13, 2015 1:00pm ET

If you had the choice between reading pages of text and watching a short video sharing the same content, which would you be more likely to choose? Chances are you’d go with the video. Video is easily one of the most engaging and compelling content channels, but B-to-B videos haven’t traditionally been recognized for being either of these things. That, however, is rapidly changing. In the latest issue of B-to-B Marketer, we explore how B-to-B marketers can exceed expectations with video content that reflects the brand and is engaging to consumers. In our main feature, No More Excuses, industry experts weigh in on the advantages of video marketing and share advice on the best ways to leverage the platform to achieve your goals.

Also in this issue:

Read the full issue here

Let us know what you think! Contact the editor, Ken Beaulieu.

It’s the brief, stupid!

By Bill Duggan, Group EVP, ANA
Posted: Apr 30, 2015 2:00pm ET

ANA recently conducted parallel surveys among ANA members and agencies on issues related to the client/agency relationship, and the result is the new ANA white paper, “Enhancing Client/Agency Relationships.”  

Perhaps the biggest opportunity identified in this new work centers around one of the most fundamental aspect of the client/agency relationship – assignment briefings that clients provide to agencies. Clients and agencies are not in agreement on whether clients provide clear assignment briefings to agencies. Only 27 percent of agencies believe clients do a good job (and zero percent strongly agree). However, 58 percent of clients think they perform well on briefs.


The brief is the foundation of the agency work product. Over the past year, there have been numerous conversations in ANA committee meetings regarding subpar assignment briefs being developed by clients which, in turn, lead to disappointing work from agencies. Initially, this was a bit of a surprise. The briefing process has been around forever, therefore shouldn’t best practices already be well established and in wide use? Apparently not.

Briefing may be more complicated now than ever. Media is hyper-fragmented, clients are working with multiple agencies, there is more project work, the pace of change is faster than ever, and agencies have been disintermediated to some extent (due to factors including clients using more in-house resources, production decoupling, and clients working directly with media companies).

Agencies emphatically believe that clients do not provide clear assignment briefings. Not a single agency respondent (out of 105), “strongly agreed” that clients provide clear assignment briefings to agencies! Clients must take note of this and commit to change. Bad briefs are frustrating to agencies and cost clients both time and money — for agency rework and the resulting agency fees — not to mention the opportunity costs of subpar creative in the marketplace. Both clients and agencies agree on the importance of better briefing to foster a more-productive client/agency relationship.

ANA will focus attention, going forward, on helping the advertising community improve the assignment briefing process. We’ll work with the 4A’s to strongly incorporate the agency perspective. Deliverables are to be determined but could include:

  • Conducting additional research to get a more-specific understanding of what’s currently wrong with the assignment briefing process.
  • Identifying clients with “best in class” briefing processes (perhaps doing that with strong input from the 4A’s) and identifying the characteristics of such briefings.
  • Holding ANA committee meetings (specifically, the Agency Relations Committee) and/or School of Marketing classes that focus on assignment briefings.
  • Asking 4A’s to share their learning and perhaps developing some joint ANA/4A’s guidance on assignment briefings.

“Garbage in, garbage out,” is a saying in the industry related to briefs.  Bad briefs usually lead to bad work. ANA looks forward to helping to clean up the garbage.

ANA Perspective

The brief is the foundation of the agency work product. Agencies emphatically believe that clients do not provide clear assignment briefings. Not a single agency respondent (out of 105), “strongly agreed” that clients provide clear assignment briefings to agencies! Clients must take note of this and commit to change. Bad briefs are frustrating to agencies and cost clients both time and money — for agency rework and the resulting agency fees — not to mention the opportunity costs of subpar creative in the marketplace. Both clients and agencies agree on the importance of better briefing to foster a more-productive client/agency relationship.

ANA will focus attention, going forward, on helping the advertising community improve the assignment briefing process. We’ll work with the 4A’s to strongly incorporate the agency perspective. 

A related “pain point” identified in the survey is the client approval process. As we move forward on our work to improve assignment briefings, we’ll also incorporate learning along the way on optimizing the client approval process.

Thanks to The Drum (the UK’s most visited marketing news website) for first publishing this perspective.  

Praise for Pringles

By Jesse Feldman, senior manager of content strategy and partnerships
Posted: Apr 24, 2015 11:30am ET

The ANA’s insights section is now home to all 2015 REGGIE Award-winning case studies. The REGGIE Awards recognize the best marketing campaigns for brand-building, creativity, and results. Click here to browse case studies from categories like loyalty, experiential, sponsorship, small budget, and gamification.

Here are a few of my favorite winning campaigns:

  • IZZE created its own usage occasion and delicious-looking cocktail recipes to increase sales to Millennials.
  • Pringles went beyond the typical March Madness bracket in a creative partnership with Walmart. (In full disclosure, I attended a Pringles-sponsored silent disco event last year, and they have my brand love forever.)
  • Scott Naturals’ campaign video actually made me change an environmentally unfriendly habit which I was very guilty of doing.

This was the first year that the ANA’s content creation team (including me) worked directly with the  Brand Activation Association (BAA) to copywrite and post the awards. We were sworn to secrecy until the winners were announced, and I’m happy to report there were no leaks.

Imaginary Deadlines, or the Danger of a Nice, Round Number

By Michael Berberich, manager, marketing knowledge center
Posted: Apr 23, 2015 1:30pm ET

In my free time, I write and perform music. And like any good Millennial musician, my act has a Facebook fan page (and a Twitter handle and a SoundCloud page, and…you get it). Thanks to Facebook’s fan page algorithm, content is distributed to less than 10 percent of the fan base, so every new “like” is valuable. However, for some reason I found I only celebrated the “important” milestones, like reaching 400 fans. Why 400? That’s…a good question, actually.

My 400th fan wasn’t a record executive or a musical idol, so why did I consider it a “special” achievement? It’s a round number, of course! Look at all those zeros! The truth is, round numbers seem orderly, and are easy to remember, so we project a certain importance to them. For that same reason, we like memorable deadlines, like the first or last of the month, the Ides of March, whatever. And this is all fine, until these “important” dates interfere with the real-world needs of your brand.

I won’t name names, but recently a major global brand re-hauled the websites for several of its properties, and when they were asked if they’d do anything differently if given the chance, the project lead responded, “My team was in the office almost the entire time between Christmas and New Year’s because someone decided we needed to launch on January first, even though none of our clients would be at work to see it. I’d have fought back harder against ‘imaginary deadlines.’” Debuting on New Year’s Day sounds great on paper, and was probably very satisfying to announce at meetings, but the launch date added zero value to the project, and I’d be willing to bet it made a team full of coders and engineers a little less enthusiastic about the company they work for.

Everyone likes nice round numbers and that’s not going to change. Don’t expect to see brands celebrating their 47th Anniversary any time soon. However, it’s important for business leaders (and everyone, frankly) to remember that their importance is very much “imaginary,” and shouldn’t be put before the real-world need of your brand or your employees. 


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