Marketing Maestros

  • Are You and Your Team Getting the Most from Remote Learning?

    Posted: Apr 26, 2021 12:00am ET BY Simon Bradley

    During 2020, across his NYU and ANA work, Simon Bradley ran about 100 online learning experiences. Here are his tips on how you and your team can get the most from coming together for your development remotely in the post-COVID world.

  • Beyond Profit Podcast: Vincent Stanley on Patagonia's Path Forward

    Posted: Apr 26, 2021 12:00am ET

    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Patagonia's director of philosophy, Vincent Stanley, discusses his brand's purpose statement: "We're in the business to save our home planet." He explains what that purpose means for a company in business to sell clothes, how the brand redefines responsible business in a time of ongoing social and ecological crisis, a ...

  • What Makes TikTok Tick With Gen Z?

    Posted: Apr 22, 2021 12:00am ET BY Jeff Thomas, Renee Weber

    Today’s youth have grown up during the digital age. This experience has created new expectations for entertainment and content, which are having a profound impact on how brands effectively engage with Gen Z. No place is this trend more apparent than with TikTok.

  • Nostalgia Act

    Posted: Apr 21, 2021 12:00am ET BY Matthew Schwartz

    With the present situation regarding the virus uncertain, at best, we’re predisposed to advertising content that revels in the past (and even if it’s the not-too-distant past).

  • Building on Affinity: Geofencing and Demographics

    Posted: Apr 20, 2021 12:00am ET BY Andre Chandra

    Affinity means different things to different brands, but, at heart, it’s about understanding your target audience. When you profile an audience well enough to understand the other brands they like to shop at and the places they like to go, then you can combine that knowledge with your demographic profile and geofencing to put mobile ads on exactly the right devices.

  • Risks Related to Ad Agency Staff Reductions

    Posted: Apr 13, 2021 12:00am ET BY Cliff Campeau

    Advertisers cut budgets; ad agencies reduce headcount. No one can fault an ad agency for making prudent fiscal decisions when revenues decrease, but advertisers need to take precautions in this situation to mitigate their risks, particularly when there are significant downsizings as there were in 2020.

  • Motivating Listeners to Act in 2021

    Posted: Apr 7, 2021 12:00am ET BY Tammy Greenberg

    Radio, across all of its digital platforms, has and continues to experience exponential growth, earning significant share of media consumption throughout 2020 and the post-pandemic.

  • Beyond Profit Podcast: A Discussion with Mastercard CMO Raja Rajamannar

    Posted: Apr 5, 2021 12:00am ET

    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Raja Rajamannar, CMO at Mastercard, joins host Ken Beaulieu to discuss his brand's focus on purpose, the key takeaways from his book, "Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers," and the lessons he's learned as a giant of the marketing industry.

  • Digital Advertising Needs More Humans and Less Tech

    Posted: Apr 1, 2021 12:00am ET BY Sergey Tsoy, Vladislav Kuzemchik

    Digital advertising is enthusiastic about technology, and for good reason. Automation and optimization are useful, but one wonders: have we erred on the side of eliminating the human factor when designing and executing advertising initiatives?

  • Start Selling to Fully-Formed Adults — Stop Trying to “Be Like the Cool Kids”

    Posted: Mar 30, 2021 12:00am ET BY Sean Cunningham

    The most compelling case for putting age and sex demographics happily in our rearview mirror is the lukewarm sales and profit results from hundreds of U.S. marketers over the last ten years that fully flung their brands at any and every consumer under 36 years of age — you know, the "cool kids."