Marketing Maestros

Risks Related to Ad Agency Staff Reductions

Posted: Apr 13, 2021 12:00am ET BY Cliff Campeau

Advertisers cut budgets; ad agencies reduce headcount. No one can fault an ad agency for making prudent fiscal decisions when revenues decrease, but advertisers need to take precautions in this situation to mitigate their risks, particularly when there are significant downsizings as there were in 2020.

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Motivating Listeners to Act in 2021

Posted: Apr 7, 2021 12:00am ET BY Tammy Greenberg

Radio, across all of its digital platforms, has and continues to experience exponential growth, earning significant share of media consumption throughout 2020 and the post-pandemic.

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Beyond Profit Podcast: A Discussion with Mastercard CMO Raja Rajamannar

Posted: Apr 5, 2021 12:00am ET

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Raja Rajamannar, CMO at Mastercard, joins host Ken Beaulieu to discuss his brand's focus on purpose, the key takeaways from his book, "Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers," and the lessons he's learned as a giant of the marketing industry.

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Digital Advertising Needs More Humans and Less Tech

Posted: Apr 1, 2021 12:00am ET BY Sergey Tsoy, Vladislav Kuzemchik

Digital advertising is enthusiastic about technology, and for good reason. Automation and optimization are useful, but one wonders: have we erred on the side of eliminating the human factor when designing and executing advertising initiatives?

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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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