Out of This World Marketing, Rejuvenating the Recruitment Race, and More | Marketing Maestros | Blogs | ANA

Out of This World Marketing, Rejuvenating the Recruitment Race, and More

January 19, 2021

By Andrew Eitelbach

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Each month, ANA magazine's editor rounds up can't-miss content from its four departments: B2C, B2B, Partner Content, and Social Impact. Let's ride!

There’s a lot about 2020 I’d like to launch into the sun. This story from December on brand opportunities in space isn’t one of them.

NASA is making 90 hours of crew time and 175 kilograms of cargo available annually to brands looking to conduct marketing or other commercial activities from outer space, ANA magazine reports. While the price — a reported $128,000 — may put the endeavor out of reach for some brands, for others, including Estée Lauder, it’s a PR moonshot worth the price.

But is the novelty of putting a brand in space stuck in a decaying orbit, or is this a small step toward a new frontier in marketing? Read “The Next Opportunity in Ad Space?,” from ANA magazine.

More December highlights from ANA magazine:

  • Gaming the System. “Along with Netflix’s Tiger King and banana bread, Animal Crossing: New Horizons (ACNH) was one of the breakout hits of the early pandemic,” reports ANA magazine. Here’s how Hellmann’s and other brands are using gaming and online events to reach consumers.
  • The Recruitment Race Resumes. Competition for talent lessened during the lockdown period of the pandemic, but not across the board, ANA magazine reports. According to Patrali Chatterjee, a professor and chair of the marketing department at Montclair State University's Feliciano School of Business, entry- and higher-level advertising and marketing positions have survived and bounced back relatively well in terms of job retention, thanks to a pivot to digital and feverish activity during the election cycle. As recruitment ramps back up, robust internship programs, like those run by Verizon and IBM, will be key in winning a fierce battle for entry-level talent.
  • Despite Cutbacks, CMOs Remain More Optimistic than CEOs. "Right now, business leaders are looking to supplant revenue that may have been lost due to the pandemic," Matthew Lieberman, CMO at PwC U.S., tells ANA magazine. "That puts marketing in a really good place because we're responsible to help drive company growth. It's a chance to spotlight the impact marketing has on the business."
  • Facing a Sea of Unknowns, Marketers Brace for 2021. As B2B marketers prepare for a new set of challenges, they're counting on ramping up their social media channels and virtual events throughout 2021 — and most likely beyond — to steel them for the future.
  • Marketing a Sensitive Subject. “COVID-19 created a new need for our patients, as many are immune compromised and are deeply concerned about the risks of COVID-19,” Judy Hoffstein, CMO of the Crohn’s & Colitis Foundation, tells ANA magazine. “It was critical that we create resources and messaging to our constituents about the impact of COVID-19 on these diseases.”

Also, be sure to catch up on the latest contributions by ANA partners in ANA magazine:

  • From the RAB: How radio plays a key role in amplifying brand purpose
  • From Decideware: The steps Pfizer is taking to build a central repository for agency information
  • From USPS: Why direct mail is the steady hand every digital marketing campaign needs to boost performance
  • Also from USPS: How direct mail can be an important part of the marketing attribution puzzle

See highlights from November, read the 10 most popular stories of 2020, or explore the very latest industry coverage on ANA magazine.

Share your thoughts. Leave comments on articles or write me directly at aeitelbach@ana.net.

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