Marketing Maestros

  • Innovative Strategies for Modern Marketing Success

    Posted: Jul 8, 2021 12:00am ET BY Jay Kulkarni

    Shifts in marketing needs have created an evolution across marketing teams and in the marketing services industry. As we rush full speed into the golden age of automation, marketing teams must utilize a combination of technology, data and insights, audience definition and acquisition, operational efficiency, best practices and of course automation strategies to ensure success and scalability.

  • Making it Funomenal: A Q&A with Robert Pasin of Radio Flyer

    Posted: Jul 7, 2021 12:00am ET BY Mike Kaufman

    Robert Pasin, chief wagon officer at Radio Flyer and grandson of the company’s founder, is no stranger to innovation. At the 2021 ANA Brand Activation & Creativity Conference, presented by TikTok, Pasin discussed the importance of establishing a brand identity and leveraging its purpose within your overall brand strategy.

  • B2B Virtual Events, Re-Imagined

    Posted: Jul 1, 2021 12:00am ET BY Michelle Bandler

    The COVID-19 pandemic necessitated a shift to virtual events, but even as in-person events begin to resume, virtual will remain a key strategy for B2B marketers. According to Google's latest research with Ipsos, 46 percent of B2B buyers plan to attend more virtual events this year than they did last year.

  • 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

    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.

  • 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?