Editor's Picks for ANA Magazine

  • The Succession Conundrum

    ANA Magazine   February 7, 2020  

    While an outside perspective can be helpful, fresh ideas readily exist within an organization. The onus is on upper management to encourage those executives who aspire to be the CMO.

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  • Shooting for Brand Relevance

    ANA Magazine   January 31, 2020  

    Looking to make a bigger-than-life impression on consumers, some brands are tapping big-name directors to produce ad spots with a cinematic flair. While the end result can be a scene stealer, it requires more than just a large budget. Marketers must be willing to cede some creative control to let the director’s vision — and the brand — shine through.

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  • California’s Data Privacy Law Stirs Uncertainty for Marketers

    ANA Magazine   January 3, 2020  

    California’s data privacy law is a sea change for brands, enabling consumers to opt out of data sales and compelling marketers to track down any party to whom it has sold that consumer’s data during the preceding 90 days.

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  • The Young and the Textless

    ANA Magazine   December 13, 2019  

    Alphas may be little in size, but their influence on their parents’ purchasing behavior is growing by leaps and bounds.

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  • Catering to Gen Z Means Shunning Traditional Marketing

    ANA Magazine   December 6, 2019  

    To boost their appeal to gen Zers, brands need to rip up their existing playbooks and develop an entirely new media mix centered on social channels and entertainment.

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  • Appealing to Millennial Values

    ANA Magazine   November 29, 2019  

    As they earn bigger salaries and grow their families, millennials are becoming the predominant consumer force, moving marketers to embody the values they espouse.

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  • Connecting with the MTV Generation

    ANA Magazine   November 22, 2019  

    Compared to other generations, gen Xers are a little more cynical, a little more realistic, and a little more loyal. Brands need to craft their messages accordingly.

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  • Giving Boomers the Right Impression

    ANA Magazine   November 15, 2019  

    To effectively communicate with baby boomers, marketers need a more accurate picture of this still-vital generation. Shattering a few myths is a good place to start.

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  • A New Chapter for Independent Bookstores

    ANA Magazine   November 8, 2019  

    A focus on niche subjects and unique customer experiences is helping indie bookshops in the fight to survive in the age of Amazon.

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  • Digital Platforms Raise New Ethical Questions for Marketers

    ANA Magazine   October 19, 2019  

    With digital marketing moving at a furious pace, ethical guidelines must be enforced, modified, and amended on a regular basis.

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  • Driving the Market

    ANA Magazine   September 21, 2019  

    NASCAR’s business strategy provides valuable lessons for marketers about the importance of being customer-focused first.

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  • In the Battle for Attention, Marketers Are Going Long

    ANA Magazine   September 14, 2019  

    To increase the odds that their content will cut through the clutter, marketing departments must behave more like media companies.

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  • What’s a Nano Influencer?

    ANA Magazine   September 7, 2019  

    Influencers, it turns out, come in all different sizes. Nano influencers — those with followings that range from 1,000 to 5,000 people — are proving they can help brands in ways the mega influencers can’t.

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  • DTC Market Delivers New Opportunities for Traditional Brands

    ANA Magazine   September 6, 2019  

    Direct-to-consumer brands put a new and popular spin on delivering products and services — and give traditional brands a run for their money.

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  • Stepping Into the Virtual Unknown

    ANA Magazine   August 2, 2019  

    Augmented reality and similar technologies have yet to go mainstream, but a growing number of major brands aren’t waiting for the inflection point.

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  • Seven Agency Models Designed for a Digital Age

    ANA Magazine   July 26, 2019  

    Regardless of the type of agency model adopted, it's crucial that brands build an environment that's conducive to solving marketing- and advertising-related problems creatively.

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  • The BOPIS Trend Is Picking Up

    ANA Magazine   July 16, 2019  

    Looking for ways to battle Amazon, retailers such as Walmart, Nike, Kroger, and The Home Depot have stepped up their buy-online-pickup-in-store (BOPIS) game. Doing everything from improving pickup systems to adding special parking sections for BOPIS buyers, their efforts are delivering success.

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  • Is Facebook Too Big to Unlike?

    ANA Magazine   July 12, 2019  

    Following revelations about mishandling consumer data and its slow response to dealing with hateful and dangerous rhetoric on its platform, Facebook has been forced to take a long, hard look at itself. As user engagement sputters, it’s a good time for marketers to question the value of the social giant in their marketing mix — but is the platform, still wielding market share like a cudgel, too big to give up on?

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  • BMW Is Getting Extra Mileage Out of Pre-Owned Ads

    ANA Magazine   July 10, 2019  

    BMW marketing campaign featuring recycled ads takes a page from the comedy series Mystery Science Theater 3000 to promote the automaker’s certified pre-owned vehicles.

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  • Building a Movement, Not a Moment

    ANA Magazine   June 25, 2019  

    Broadening the representation of female artists and producers in the entertainment industry? That’s music to Jennifer Breithaupt’s ears. In this Q&A, Breithaupt, global consumer banking CMO at Citi, discusses her company’s participation in the #SeeHer initiative, its launch of #SeeHerHearHer, how Citi uses its sponsorships to drive greater inclusiveness in the music industry, and more.

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