Marketing Maestros

Top Contributors to the Breakdown of Trust in the Ad Ecosystem

Posted: Oct 8, 2019 12:00am ET BY Bill Duggan

Earlier this year the ANA launched the Trust Consortium in partnership with outside counsel, Reed Smith LLC, to help address the issue of trust between marketers and the advertising ecosystem. The Trust Consortium consists of subject matter experts committed to working together to keep trust on the front burner, emphasizing transparency, integrity, and growth for the overall health and well-being ...


Shopping Behaviors: Did They Really Change?

Posted: Oct 7, 2019 12:00am ET BY Jean Marc Rejaud

Even with a changing shopping landscape, the core of shopper behavior has stayed the same. By integrating the five stages of the customer journey, a shopper marketer will better plan what touchpoints for what purpose and in what sequence but also will be able to better integrate with brand campaigns by aligning brand and shopper communications with the requirements of each stage.


Insight into “WestJet Christmas Miracle: Uniting Through Traditions”

Posted: Oct 2, 2019 12:00am ET BY Denise McDevitt

After WestJet’s 2019 REGGIE Award success, the ANA’s Denise McDevitt sat down with Corey Evans, senior manager of content at WestJet, to chat about the campaign. Read on to learn key insights on brand activation, longform storytelling, and setting the right KPIs.


She Sees the Future: Q&A With Ford's Sheryl Connelly

Posted: Oct 2, 2019 12:00am ET BY Bill Duggan

Sheryl Connelly is the futurist for Ford Motor Co., where she is responsible for identifying global trends and exploring their potential implications. Connelly, who will be speaking on Friday at the 2019 ANA Masters of Marketing Conference, was recently interviewed by ANA group EVP Bill Duggan.


Is It Time to Take Voice Commerce Seriously?

Posted: Sep 30, 2019 12:00am ET BY Robb Powell

Consumers are increasingly relying on home digital assistants to provide hands-free access to everything and anything available online. From browsing to streaming, requesting and purchasing, consumers are embracing voice commerce.


Bringing Video In-House

Posted: Sep 27, 2019 12:00am ET BY Morgan Strawn

Reaping the benefits of in-house video production requires considerable planning and work from brands as they make a host of decisions around hiring and staffing, capability selection, and team structure.


A Data-Driven, Tech-Enabled Media Approach: A Q&A with Hershey's Charlie Chappell

Posted: Sep 26, 2019 12:00am ET BY Bill Duggan

Charlie Chappell is head of integrated media and communications planning at The Hershey Company. He’ll be speaking at the 2019 ANA Masters of Marketing Conference, and was recently interviewed by ANA group EVP Bill Duggan.


Marketers Need to Reflect on Facial Recognition Sooner Rather Than Later

Posted: Sep 25, 2019 12:00am ET BY Matthew Schwartz

Recent studies suggest that consumers don’t trust marketers to use facial recognition technology responsibly. The ANA’s Matthew Schwartz explains why it might be time for some serious self-reflection.


Purpose Starts Here

Posted: Sep 24, 2019 12:00am ET BY Ken Beaulieu

The ANA Center for Brand Purpose recently released “Discovering Brand Purpose: A Playbook for Uncovering the ‘Why’ of Your Business,” an insight-rich resource for maximizing your understanding of doing good business.


How Advertisers Can Minimize “Out-of-Scope” Surprises

Posted: Sep 20, 2019 12:00am ET BY Cliff Campeau

The SOW provides the basis for an agency to develop its proposed staffing plan and attendant fee recommendation. In an ideal world, the annual SOW is comprehensive in nature, covering both key deliverables and the prospect of potential contingency projects.