Marketing Maestros

Looking at the Big Picture for Content Marketing

Posted: Feb 18, 2021 12:00am ET BY Matthew Schwartz

Not long after “content marketing” became widely adopted among brands in the mid-2000s, the channel was referred to in somewhat regal terms. But while the discipline commands a growing amount of marketing budgets, brands continue having a tough time measuring the channel, not to mention crafting a dedicated strategy.


ANA Survey Finds Business Travelers Point to June Before Packing a Travel Bag

Posted: Feb 16, 2021 12:00am ET BY Duke Fanelli, CMO at the ANA

With COVID-19-related warnings and protocols top of mind, nearly a year has passed since many of us have boarded a plane. With conference season now upon us, the ANA conducted an eight-question survey to determine people’s appetite for travel, whether for business or pleasure.


Is Your Ad Investment Being Held Hostage?

Posted: Feb 11, 2021 12:00am ET BY Cliff Campeau

The recent news regarding national TV audience under-delivery should be of concern to CFOs of companies that have invested in national TV over the course of the last two years. In short, TV viewing declines have resulted in guaranteed audience delivery shortfalls by the networks. Thus, the networks owe advertisers compensatory media weight or cash-back to make up for that under-delivery.


Privacy and Data in the 2020s: Misgivings, Misunderstandings, and Missed Opportunities

Posted: Feb 10, 2021 12:00am ET BY Marc Fanelli

Privacy has become one of the most pressing issues facing our industry — it has been building for several years, and has absolutely reached a tipping point in 2020, showing up on CEO’s priority lists more than ever before.


Beyond Profit Podcast: How Purpose Drives Salespeople, with Lisa McLeod

Posted: Feb 8, 2021 12:00am ET

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu discusses noted sales strategist, speaker, and author Lisa McLeod’s latest book, Selling with Noble Purpose, as well as the rise of the purpose movement, storytelling, and more.


How to Track and Plan for Events Reopening in 2021

Posted: Feb 4, 2021 12:00am ET BY Wendy Gibson

Planning for the return of live in-person events is challenging during a pandemic, especially when the COVID-19 case levels are fluctuating daily, resulting in ever-changing government guidelines. In this blog post, GES CMO Wendy Gibson shares insights behind their new interactive Global Event Tracker.


Welcome New EEC Advisory Committee Members!

Posted: Feb 3, 2021 12:00am ET BY Matthew Vernhout, Karen Talavera

Please join us in congratulating the newly elected members of the ANA Email Experience Council's Member Advisory Committee (MAC). This is our senior-level Committee which is comprised of thought leaders in the email marketing community.


Marketing When Channels Blur: Put The Message, Not The Medium, First

Posted: Feb 2, 2021 12:00am ET BY Roey Franco

Marketers must think flexibly when allocating budgets instead of rigidly assigning them to channels such as video, radio, OOH, social media, and so on. If 2020 taught us anything, it’s that we need to be agile as conditions quickly change.


Predictions for a New (Partnership) World Order

Posted: Jan 28, 2021 12:00am ET BY Bruno Gralpois, ANA Faculty

Additional disruption? Greater turmoil? Further transformation? What radical changes should advertisers expect in a post-COVID-19 world?


Beyond Profit Podcast: How Purpose Evolved in 2020, with Jeff Fromm

Posted: Jan 25, 2021 12:00am ET

From taking stands on pressing social issues, to helping in the fight against COVID, to aligning with charities, brands led with purpose, drove goodwill, and made a difference in people’s lives in a year swallowed by the pandemic. In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu discusses the year that was with Jeff Fromm, author of The Purpose A ...