Industry Insights

Some translation experts describe the mission of translation as restoring the Tower of Babel: All the peoples of the world speaking in one tongue without cultural differences to constrain communication. Machine translation and automation appear to bring organizations closer to this reality. Plug all a company’s communications into a translation engine, and a company can speak to everyone around the world in their own language.

At some point as a client, you may find you are not getting the quality or type of work you need from your agency. Or maybe your needs are evolving and changing. So, if that’s the case, it’s time to go into a full-on agency review, right?

With 50 million new startups launching every year, the competition to succeed — and then show sustained value — is fierce. It’s no secret that IPO activity dropped dramatically in 2022 — largely in part, due to rising inflation concerns and the looming recession.

According to UCLA’s 2022 Hollywood Diversity Report, there is a strong relationship between diversity in films and box office performance. The study found that diverse cast, writers, and directors can lead to commercial and red-carpet success, and that minorities often make up a disproportionate number of moviegoers.

We’re now living in a time when artificial intelligence (AI) has become a part of many of our daily lives – and it’s only the beginning. ChatGPT, a generative AI chatbot developed by OpenAI late last year, is now widely available and has opened the floodgates to what’s possible. Just weeks after launching, ChatGPT attracted a jaw-dropping 100 million users and became the fastest-growing consumer application in history.

In today's fast-paced digital landscape, we challenge marketers to deliver near-perfect results by maximizing our campaign's return on investment (ROI). The constant pressure to produce exceptional outcomes has limited marketers' ability to experiment, learn, and grow; thus ultimately constraining our potential.

As sustainability becomes more common to marketing practices across the U.S. and the globe, the question of how to drive growth remains central. At the ANA, we believe sustainable, inclusive marketing practices are a significant growth driver for organizations across industries. We also believe marketers and their supply chain partners have a responsibility to drive positive impact on people and planet alongside business growth.

By now, almost every CMO should have a mandate to acquire more first party data (if not, please call me ASAP). The impending doom of a cookieless future, coupled with iOS changes already in effect, and endless changes to privacy regulations, have marketers scurrying to solve how their brands will reach consumers effectively and in a personalized and relevant way.

Marketing automation has all too often been looked at as a “nice to have” for companies. Yet, those exact same companies often find reasons to complain about organizational inefficiency and its pressures on their balance sheets. In stating the obvious that protecting margins is truly paramount for brand marketers, while improving performance and service levels, then automation would seem to be a “must have” that is central to resource allocations.

The inside sales team is not the same as it was a few years ago. The importance of field sales and the opportunity to influence buyers through one point of human contact with the customer has been declining for years, and COVID-19 accelerated that trend. Three trends are driving significant changes in how inside sales teams are configured and deployed and resulting implications.

Tips for sustainable marketing

ANA events bring together some of the smartest and most-talented marketers in the industry to share insights and best practices that help ANA members get the most out of their own marketing efforts.

How do you currently measure the health of your relationship with your in-house creative teams? As with any good working partnership, it’s important to set expectations and monitor progress and achievements.

In 2022, advertisers spent over $16 billion globally on influencer marketing, an 18.8 percent increase over the prior year. Fueling the growth of this sector is the purported return on investment, which claims an average of $5.20 for every $1.00 invested, according to Influencer Marketing Hub.

The ANA Advertising Financial Management Conference is an event that brings together marketing and procurement professionals to discuss the latest trends and challenges facing the industry. The ANA previously announced the co-chairs for the 2023 ANA Advertising Financial Management Conference, which includes Katherine Freeley, global head media and digital, procurement at Novartis.

As we approach Earth Day, April 22 2023, it is a good time to act as businesses, organizations, and consumers to maximize our limited resources, reduce our carbon footprint, and build trust in our industry as one that respects the environment.

The dawn of streaming changed the game for video advertising. With more video inventory available now than ever before, how is the industry working to ensure buyers and sellers get what they need? What new technologies does the explosive medium call for, and which legacy systems should be left behind?

The threat of recession and a downturn in ad spend hasn’t done much to ease the burden on employers sourcing talent in the media buying world.

Jill Cress is presenting a session, "H&R Block: A Crisis of Relevancy Confronted with Purpose" at the ANA 2023 Brand Masters Conference from April 26 to 28 in Bonita Springs, Florida. ANA's Mike Kaufman, SVP of brand and media, recently interviewed him for a pre-conference discussion.

Most in-house agencies are built with a mix of staff employees, contractors, and freelancers which allows flexibility to scale and address burst capacity needs, seemingly, a sound business and operational approach.