Webinars
-
Mondelēz & 360i: Driving Organic Social Content Strategies During COVID-19
Webinars June 10, 2020Organic social content has never been more important. Mondelēz International was one of the first brands to quickly shift their social plans at the beginning of this crisis to drive more organic social content through their channels. In this webinar, Kelly Amatangelo, Senior Manager, Digital & Social Media at Mondelēz International, and Kristin Maverick, VP, Social & Influencer Marketing at 360i, will discuss how they tackled social strategies to lean more into culturally relevant driven organic content that engages and connects consumers in new ways.
view -
Pearle Vision: The Art & Science of Effective Brand Positioning During COVID-19
Webinars June 8, 2020Especially now, as we navigate through this COVID-19 world, the clarity of who you are and what your brand stands for is essential. As people emerge from their homes and seek to re-enter the marketplace, brands will be tempted to try to be everything to everyone -- which is not recommended. Doug Zarkin, Vice President and Chief Marketing Officer from Pearle Vision, will share his perspective on brand positioning and using its power to drive sustained brand growth.
view -
Six Ways to Redesign Scope of Work Programs in Uncertain Times
Webinars June 5, 2020We live in uncertain and complex times. Advertisers are revisiting their budgets, marketing strategies, and scopes of work. That is not always a simple task in a marketing world that continues to increase in complexity. Advertisers need to redesign scope of work programs to fit the environment we are in right now. The pandemic has made global advertisers acutely aware of the need to be able to adapt and pivot quickly with their agencies. Advertisers are being affected differently as markets are closing and re-opening at different intervals. They must mobilize and coordinate activities across multiple brands in markets that are experiencing varying stages of readiness. In this webinar, hear top recommendations from Decideware to help shape a successful approach to scope of work programs between advertisers and agencies.
view -
Heat + Deloitte Digital Use Social Sensing to Help Business Navigate COVID-19
Webinars June 4, 2020The COVID-19 pandemic is impacting every person, business and sector. As organizations and clients are beginning to navigate this uncertain moment in history, we know that they are relying on clarity and data-driven intelligence to help guide their businesses. Because of this, Heat + Deloitte Digital established The Social Sensing Report. Published daily, the reports are currently developed with data from two AI-powered sources, Heat AI and Sprinklr. The reports provide a pulse on consumer sentimentality dynamically by geos, demographic and sectors – offering short-term analysis and long-term business implications. In this webinar, learn more about both of these AI platforms, and how our agile team of strategists, analysts, and creatives deliver actionable insights that businesses can use to navigate this next normal.
view -
How Gen Z Will Save Us & Their Impact on Business
Webinars June 3, 2020Stop picturing this ethereal audience as millennial 2.0 or your pre-teen playing on TikTok at home. This year, they become employees and consumers who represent nearly a third of the U.S. population boasting $143B in collectively buying power. But more importantly, during a post-COVID world, we will look to gen Z as the generation with the potential to save us all.
view -
Next Generation of TV (OTT, Advanced TV) -Critical Components Impacting Cross-Media Measurement
Webinars June 2, 2020Over-the-top (OTT) and advanced television is a rapidly changing and a growing advertising opportunity. With a multitude of new product offerings such as Peacock or Disney+ advertisers need to assess how to leverage this environment. While this ecosystem brings targeting capabilities to television, it comes with a highly fragmented and varied measurement infrastructure, often with vendor-driven metrics not comparable to other forms of television. The MRC has standards with guidance on OTT and advanced television measurement practices and will provide critical insights for what to seek among measurement partners for example Nielsen, Samba, Alfonso, Innovid, and Google.
view -
Drive Brand Growth Using Messaging Supporting Multicultural and Inclusive Communities
Webinars June 1, 2020It’s been said that brands that are a force for good are also a force for growth. Consumers are paying attention to these messages in order to decide where to place their loyalty and sense of trust. As an industry, it’s time to make the commitment to see ALL. When our creative campaigns are inclusive of cultures, identities, and abilities, we send the message that we value, respect, and connect with all consumers.
view -
Marketing’s Vital Role in Tackling the COVID-19 Pandemic
Webinars May 29, 2020The COVID-19 pandemic has disrupted almost all aspects of consumers’ lives and created widespread drops in confidence. The efforts of medical personnel, elected officials, and government agencies to tackle the threat have taken center stage in media reporting. But marketers have also been playing a vital role. In this session we will highlight the research-supported five essential areas of action marketers can take to support consumers during this anxious time and – as quickly as possible – foster an economic recovery afterward.
view -
Oxygen for Growth: The Art of Doing More with Less with your Marketing Budget
Webinars May 28, 2020Once the dust settles, most companies will have to trim their costs to remain profitable as demand declines. The resulting budgets cuts will challenge marketers, who will still be expected to achieve the company’s growth targets. Budget cuts typically result in marketers doing less with less, which creates a vicious cycle. You can break the cycle and do more with less. In BCG’s experience, up to 30 percent of the marketing budget can be deployed to higher ROI initiatives. By identifying and redeploying this spend, you can accelerate your growth trajectory even with a lower budget. Doing more with less is challenging as it requires marketing, management, finance and agency partners to collaborate in a different way. But the results are well worth the effort.
view -
OREO: Living Our Purpose to Playfully Connect to Fans
Webinars May 27, 2020How has a 100 year-old brand stood the test of time to become one of the most trusted brands among Millennials and Gen Z? By living its purpose of filling the world with more playful moments that bring people together. From imaginative flavor innovation that gets people talking & trying, to breakthrough communications and brand acts, all that the brand does relates back to its purpose. In this webinar, Oreo will share how this classic American icon has not only stayed relevant across generations and cultures, but has also found a deeper emotional connection to its fans by living its purpose.
view -
Marketing in Anxious Times: People’s Psychology Is Changing
Webinars May 26, 2020Early in the pandemic, many brands recognized the importance of empathy and helpfulness. And many were swift to respond to changes in people’s behaviors, making a beeline to optimize distribution and better align with emerging habit cycles. But messages of empathy and helpfulness are beginning to sound like a big blur, and rapidly losing their muscle. Meanwhile it’s not just people’s behaviors that have changed, it’s their psychology too. In this presentation we’ll take stock of where people’s heads are. We’ll identify some of the key shifts taking place in people’s motivations and values, and discuss implications for brands in communicating with people over the long-term.
view -
Influencer Marketing Essentials – Now & Beyond
Webinars May 22, 2020Join the head of ANA’s influencer marketing practice to learn how top brands are maximizing influencer marketing, what trends are emerging, how to navigate its top challenges, how to leverage virtual and CGI influencers, and how brands are pivoting their influencer strategies to respond to COVID-19 changes.
view -
Leaning Into Tribalism: How Brands and Retailers Are Winning in the New Normal
Webinars May 21, 2020Everything affects everyone today – and COVID-19 affected just about everything. A potent cocktail of politics, economic sentiment, and media is changing markets before our very eyes, as consumers recalibrate their values and their allegiances on a near-daily basis. The wrong move could alienate your customers overnight, while the right one could bring entirely new and lucrative customers through your doors. This presentation will explore the origins of today's often-ugly tribal consumer landscape, how it's affecting the retail market, and how visionary business leaders are turning it into gold.
view -
Don't Market To Gen Z, Engage Them (Marketing to Millennials & Gen Z Series)
Webinars May 20, 2020In 2019, Generation Z became the largest consumer segment in the world. They are not only the largest generation, but they also have an estimated purchasing power of $143 billion in the United States alone. With the oldest Gen Zers having just joined the workforce and the majority of Gen Zers in college, high school, middle school and grammar school, they significantly influence their parents when making a purchase or selecting one brand over another. However, Gen Z does not consume traditional media and they do not respond to traditional advertising and marketing. This webinar, led by Rutgers University professor Mark Beal, author of Decoding Gen Z and the recently published, Engaging Gen Z, will delve into Gen Z's preferred media, the brands that are leading the way in reaching Gen Z and the critical difference between ineffectively marketing to Gen Z and effectively engaging this all-important cohort.
view -
Recession-proof? Strengthening Your Brand in Turbulent Times
Webinars May 19, 2020As recent disruptions due to COVID-19 and the resulting economic downturn influence every sector of business, it is more important than ever to focus on the power of analytics to help businesses thrive in even difficult times. In this webinar, we will discuss how to support decisioning and reduce risk by balancing the long- and short-term, leveraging scenario planning and increasing speed to insights. Using ROI Genome intelligence, which spans hundreds of billions of dollars in marketing spend, across 700+ brands in over 45 countries, we will show how brands have prospered through past downturns and give best practices for being adaptive in the face of change.
view -
Data Sources for Media: A Buyer’s Guide
Webinars May 18, 2020The Trust Consortium was launched by the ANA in 2019 in partnership with Reed Smith, the ANA’s outside legal counsel. The Trust Consortium’s mission is to restore trust in the marketing ecosystem through transparency, integrity, and growth. In late 2019, the Trust Consortium formed a working group focused on the data sources used as inputs for media buying, with the goal of providing transparency and clarity into what can be a complex and difficult to navigate ecosystem. The product of the working group is the "Data Sources for Media: A Buyer's Guide" whitepaper.
view -
Why Email Hygiene Is Mission-Critical During These Challenging Times
Webinars May 15, 2020Things are changing quickly, and we’re forced to adapt on the fly. We’ve lost physical contact with customers and donors but urgently need to relay our messages to them. As a result, we’re sending more email to more people than ever before.
view