Marketing Maestros

Statement from Privacy for America Advisor Stu Ingis

Posted: Nov 18, 2019 12:00am ET BY Stu Ingis

A statement from Privacy for America Advisor Stu Ingis on the recent news that Google is gathering health data.

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Data-Driven Decisions and AI-Fueled Storytelling: a Q&A with Manos Spanos

Posted: Nov 14, 2019 12:00am ET BY Marni Gordon, SVP of committees and conferences, ANA

Ahead of his session at the 2020 ANA Brand Masters Conference, the ANA’s Marni Gordon sat down with Manos Spanos, SVP and CMO of brand marketing yogurt BU — USA at Danone North America, to hear his thoughts on data-driven decisions and leveraging AI for storytelling.

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All Professionals Practice Their Skills: Do You?

Posted: Nov 13, 2019 12:00am ET BY Howard Ibach

When was the last time you wrote a “practice” creative brief, or prepared for a creative review? Here are three exercises from Howard Ibach, an Instructor at the ANA’s Marketing Training and Development Center, to hone your creative brief-writing and creative reviewing muscles.

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The Contemporary Playbook for Content Marketing

Posted: Nov 12, 2019 12:00am ET BY David Germano

Content marketing has been on a roller coaster ride over the last 10 years as its prominence, application, successes and failings have mainstreamed. However, as technology continues to dramatically influence all aspects of marketing, it is dramatically influencing content marketing as well.

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Evaluating the Purpose-Driven Business

Posted: Nov 7, 2019 12:00am ET BY Dr. James R. Gregory

The purpose-driven business is akin to a corporate brand business strategy, and the measurement models should apply. Here’s how to evaluate your purposeful marketing.

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Four Ways to Find Your Metric that Matters

Posted: Nov 6, 2019 12:00am ET BY Jim Huffman

What is the right metric for your team? There isn’t a one size fits all answer for this. To help you uncover the right metric for your team, here are four ways to think through how your team focuses on data.

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Creating An Inclusive Environment: Q&A With BBDO's Storm Smith

Posted: Nov 5, 2019 12:00am ET BY Bill Duggan

Storm Smith is an African-American art director at BBDO, and also happens to be deaf. Storm will be a speaker at the Association of National Advertisers Multicultural Marketing & Diversity Conference. In advance of her session, the ANA’s group executive vice president, Bill Duggan, interviewed Smith.

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Cutting Agency Fees Is Not the Answer to Your Marketing Budget Challenges

Posted: Oct 31, 2019 12:00am ET BY Bruno Gralpois, ANA Faculty

With the constant pressure to reduce marketing budgets, cutting agency fees is without a doubt very tempting. However, asking agencies to cut their fees without careful consideration or understanding of the downstream implications could be catastrophic.

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How Ulta Beauty is Building a Diversity-Forward Brand

Posted: Oct 30, 2019 12:00am ET BY Claudine Waite

Claudine Waite sits down with Karla Evans-Davis, senior director of integrated marketing and media at Ulta Beauty, to chat about multicultural marketing and give a sneak preview of her session at this year’s Multicultural Marketing & Diversity Conference.

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Repeat After Me: Producing Content Does Not Equal Storytelling

Posted: Oct 29, 2019 12:00am ET BY Erin Craft

Stories seep into our conscious mind and stay in our memory, and they are far more likely to be recalled accurately and acted upon than pure data and details. Here are some differences between story and content, how they each map to the B2B customer journey, and how B2B brands can unlock a treasure trove of stories.

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