Marketing Maestros

Beyond Profit Podcast: A Discussion with Eastern Bank’s Paul Alexander

Posted: Apr 9, 2020 12:00am ET

Beyond Profit host Ken Beaulieu sits down with Paul Alexander, chief marketing and communications officer at Eastern Bank, to learn how purpose drives the brand, the company’s commitment to giving back, its spirit of volunteerism, and more. Programming note: This episode was recorded earlier this year.

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Amazon Gives Deliveries a Lyft and Chipotle Goes Virtual

Posted: Apr 8, 2020 12:00am ET BY Matthew Schwartz

Marketing Maestros is providing weekly coverage of how various brands are responding to the novel coronavirus outbreak and relevant resources from the ANA's Marketing Knowledge Center to help your brand do the same.

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Marketers Are Agile and Empathetic in the Age of COVID-19

Posted: Apr 7, 2020 12:00am ET BY Bill Duggan

Marketers have been incredibly agile and empathetic in adjusting their creative messaging given the COVID-19 pandemic. Last week, we surveyed our members to understand if/how creative messaging has been developed and how work is getting produced. Here’s what we learned.

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7 Key Quotes from the 2020 ANA Brand Masters Conference

Posted: Apr 3, 2020 12:00am ET BY Ryan Dinger

The 2020 ANA Brand Masters Conference was jam-packed with valuable insight from some of today’s leading thinkers in the world of brand marketing. Here are seven of our favorite quotes from their presentations.

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Ford and General Mills Take Action Against Coronavirus

Posted: Mar 31, 2020 12:00am ET BY Matthew Schwartz

Starting with this blog post, Marketing Maestros will provide weekly coverage looking into how various brands are responding to the novel coronavirus outbreak and the marketing lessons applied. This week: Ford and GM.

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Brand Suitability vs. Brand Safety

Posted: Mar 26, 2020 12:00am ET BY Cliff Campeau

Many in the digital media supply chain have begun to differentiate between “brand safety” and “brand suitability.” Ultimately, marketers will have to weigh in on whether or not there is a difference and why they should give any provider relief when it comes to protecting the brands that they steward.

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The Purpose Advantage: A Q&A with Barkley’s Jeff Fromm

Posted: Mar 24, 2020 12:00am ET BY Jerusha Harvey

In his ANA workshop about the power of purpose, Jeff Fromm teaches marketers all about how unlocking your brand’s purpose can help elevate your messaging, forge stronger connections with customers, and attract all-star talent. The ANA’s Jerusha Harvey sat down with Fromm to discuss the principles of purpose marketing and the keys to unlocking a brand’s purpose.

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Beyond Profit Podcast: A Discussion with YMCA’s Stephanie Rath

Posted: Mar 20, 2020 12:00am ET

Beyond Profit host Ken Beaulieu sits down with Stephanie Rath, VP of marketing and brand management at the YMCA of the USA, to discuss brand-building for good, how brands can forge partnerships with nonprofits, and the blurring lines between nonprofits and for-profit organizations.

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Uncovering Consumer Purchasing Cues from Online Conversation Clues

Posted: Mar 17, 2020 12:00am ET BY Dax Hamman

What could Disney, the United States Marine Corps, Hershey’s and Under Armour possibly have in common? An openness to using a progressive targeting strategy ultimately led each of the aforementioned organizations to an emerging AI-driven tool called conversational analysis, which parses online conversations to provide predictive insight into consumer behavior.

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How Will You Assess the Benefit Delivery of Your In-House Agency?

Posted: Mar 12, 2020 12:00am ET BY Cliff Campeau

Seventy-eight percent of ANA members have in-house agencies. The question to be asked is, how will in-house agency executives measure and report on their operation’s benefit delivery?

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