Blogs

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

    Blogs   May 14, 2021  

    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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  • How Virtual Strategies Can Boost Marketing Performance for B2B Enterprises

    Blogs   May 13, 2021  

    It’s no secret that B2B enterprises have lagged behind their B2C counterparts when it comes to embracing digital transformation, but the pandemic-driven surge in remote work has spurred many B2Bs to step-up their adoption of digital marketing and e-commerce. It’s been a positive experience for most, as they’ve discovered the advantages virtual strategies have to offer, especially better ways to optimize campaigns, increase relevance and engagement, and measure results.

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  • U.S. Marketers: Meet Mexican Americans

    Blogs   May 12, 2021  

    Marketers have made strides in reaching Hispanics, but we’re still painting with too broad a brush. As a result, we’ve overlooked the largest Hispanic community: Mexican Americans.

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  • Beyond Profit Podcast: A Movement to Protect Our Press

    Blogs   May 11, 2021  

    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Ken Beaulieu welcomes three guests to discuss the state of local journalism and the advent of Protect Our Press: Andrew Graff, CEO at Allen & Gerritsen; Kayvan Salmanpour, chief commercial officer at Boston Globe Media; and Chris Scott, enterprise editor at The Lowell Sun in Lowell, Mass.

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  • Don’t Guess, Ask: How Quiz Commerce Answers the Challenges of a Cookie-Free World

    Blogs   May 11, 2021  

    Google’s recent Chrome and email ID announcements have put the industry on notice: consumers want greater control over their data, and going forward, brands will need to build their customer journeys around fully privacy-compliant first-party data. That’s there quiz commerce comes in.

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  • The Challenge of Activating Purpose

    Blogs   May 6, 2021  

    As more companies look to make a larger impact on society through purpose-driven strategies, they would be wise to heed to the warning of Andrea Brimmer, chief marketing and public relations officer at Ally Financial: “While the potential of brand purpose is game-changing, it’s also a minefield if you get it wrong.”

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  • Nationwide’s Kristi Daraban on Managing Influencer Marketing Program Costs Efficiently

    Blogs   May 5, 2021  

    The annual ANA Advertising Financial Management Conference is one of the ANA's most dynamic conferences, with a long history and a loyal following. At this year’s conference, Kristi Daraban, associate vice president of social media at Nationwide, will discuss how to balance costs with agencies, influencers, owned and paid media to ensure an effective campaign.

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  • 3 Keys to Building a Professional Brand During the WFH Era and Beyond

    Blogs   May 4, 2021  

    People of all stripes are reimagining how to build their professional brand, as tens of millions of Americans have been working from home and typically not traveling to get business done. And as we discover (or affirm long-standing beliefs) that work can be performed virtually, the hallmarks of in-person networking have been parked on the edge of the road for the time being.

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  • Congratulations to the 2021 EEC Program Award Winners

    Blogs   April 30, 2021  

    We are excited to announce the winners of the 2021 ANA Email Experience Council’s Email Program Awards. This set of awards seeks to promote excellence in email marketing by showcasing the impact that email is having in the marketplace and within organizations.

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  • Marketing Triumph in The Age of Agility

    Blogs   April 29, 2021  

    Agility means to move quickly and easily. It’s the “and easily” part that the industry must confront. The keys to creative and media success today bear no resemblance to the past. But the “messy middle” of execution is stuck in it and holding brands back.

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  • 9 Ways to Advertise Your In-House Team’s Caliber

    Blogs   April 28, 2021  

    In-house agencies and marketing teams have always been at the heart of their brand. The importance of in-house marketing teams through the past year has only been accelerated due to increased reliance on them to deliver business results.

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

    Blogs   April 26, 2021  

    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.

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

    Blogs   April 26, 2021  

    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, and the next steps in Patagonia's journey to make a difference.

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  • What Makes TikTok Tick With Gen Z?

    Blogs   April 22, 2021  

    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.

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  • Nostalgia Act

    Blogs   April 21, 2021  

    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).

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  • Building on Affinity: Geofencing and Demographics

    Blogs   April 20, 2021  

    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.

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  • Risks Related to Ad Agency Staff Reductions

    Blogs   April 13, 2021  

    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.

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  • Motivating Listeners to Act in 2021

    Blogs   April 7, 2021  

    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.

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

    Blogs   April 5, 2021  

    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.

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  • Digital Advertising Needs More Humans and Less Tech

    Blogs   April 1, 2021  

    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?

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