Editor's Picks for ANA Magazine

  • Brand Affinity and the Need for an Outside Perspective

    ANA Magazine   June 12, 2019  

    Understanding what consumers think of your brand is critical, but it’s not always an easy thing to determine — or understand. Here’s how marketing experts at Hershey, USPS, and Huge, among others, measure consumer brand affinity.

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  • Why CPG Brands Are Getting Personal

    ANA Magazine   June 5, 2019  

    To be sure, customizing CPG products is in the nascent stage. However, considering the pace of change in the marketplace — and consumers’ growing penchant for personalized items — brands ignore the trend at their own peril.

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  • Inclusiveness Is Key to Spurring Diverse Talent

    ANA Magazine   May 21, 2019  

    Despite years of effort, the advertising industry continues to lack diversity, but a growing number of brands and organizations are going beyond the rhetoric and developing legitimate programs designed to build, nurture, and grow a diverse and inclusive workforce.

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  • The Power of Nostalgic Marketing

    ANA Magazine   May 3, 2019  

    A growing number of brands are dipping into the past to use classic references from pop culture to play on consumers’ nostalgia and finding it’s a safe place to be in an increasingly polarizing climate.

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  • The Evolving Role of the Celebrity Spokesperson

    ANA Magazine   April 19, 2019  

    Celebrities still hold sway over the purchasing decisions of their fans, but influencer marketing is changing the nature of that relationship, and deepening exposure of celebrities’ online lives is creating brand safety issues marketers must learn to navigate.

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  • How to Extend the CMO Lifecycle

    ANA Magazine   April 5, 2019  

    When CMOs are under the gun to succeed, they are more likely to make choices based on short-term gains rather than long-term strategic growth, causing a vicious cycle that may shrink their tenure even further.

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  • Purposeful People Series: Leigh "Perk" Perkins

    ANA Magazine   March 22, 2019  

    For more than a quarter century at Orvis, Leigh "Perk" Perkins has championed the company's support of conservation and the protection of the last great wild places.

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  • How Brands Weather the Next Recession

    ANA Magazine   March 15, 2019  

    After several years of rolling right along, the economy could be headed for another recession. There are a number of steps marketers can take to inoculate their brand from the next downturn.

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  • The Budding Business of Cannabis

    ANA Magazine   February 22, 2019  

    Cannabis is a potential boon for the advertising industry, which will be tasked not just with creating new brands, but with educating consumers regarding the uses and benefits of marijuana products. Here's what experts recommend.

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  • Raising the Bar at Anheuser-Busch

    ANA Magazine   February 13, 2019  

    As VP of marketing culture and learning at Anheuser-Busch, Jodi Harris is determined to help the world’s largest brewer earn the distinction as the most nurturing environment for women marketers in the beer and alcoholic beverage industry.

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  • How to Lead a Successful Sustainability Program

    ANA Magazine   February 8, 2019  

    Savvy companies are increasingly launching sustainability initiatives to meet the standards of environmental watchdogs and conscious consumers and fuel long-term growth. Marketing leaders and other experts weigh in on how to elevate “do good” efforts.

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  • A Classic Brand Freshly Brewed

    ANA Magazine   January 9, 2019  

    Dunkin' Brands CMO Tony Weisman discusses the rebrand set to keep Dunkin' running well into the future.

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  • How Verizon’s In-House Agency 140 Came to Be

    ANA Magazine   January 2, 2019  

    While the mission of 140, Verizon’s in-house agency, is inextricably connected to a major corporate repositioning, it provides an instructive look at the challenges facing any in-house unit, from attracting talent to working with outside agencies. Here’s how Verizon built 140.

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  • The FOMO Phenomenon

    ANA Magazine   December 12, 2018  

    Consumers' fear of missing out is very real and not going anywhere. Here's how marketers can tap into the trend to drive their brands forward.

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  • Marketing Organizations Are Bringing Agency Services Home to Roost

    ANA Magazine   December 5, 2018  

    A new survey by the ANA shows more and more marketing organizations are bringing agency work in house. Here’s a look at the key takeaways and what they mean for the industry.

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  • Rebate Marketing Basics

    ANA Magazine   November 23, 2018  

    A rebate strategy can be a complex undertaking, but done right, it can drive increased buyer interest, stronger customer loyalty, higher revenue, and greater profitability.

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  • That's a Wrap

    ANA Magazine   November 21, 2018  

    Companies are committing more resources to product packaging-related design, marketing, and materials to break through at the store shelf.

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  • Walking the Talk

    ANA Magazine   November 14, 2018  

    Having a brand purpose is not just a nice-to-have — it's a business imperative in today's competitive marketplace. Senior marketers weigh in on how to overcome five of the biggest challenges to bringing purpose to life.

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  • Influencer Marketing's Wake-Up Call

    ANA Magazine   October 24, 2018  

    Thanks to a lack of industry standards, influencer marketing fraud is now a $100 million problem. Brands and agencies are tackling transparency and measurement issues to boost the popular marketing practice.

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  • Reimagining the In-Store Customer Experience

    ANA Magazine   October 10, 2018  

    Today's volatile, evolving retail landscape has led many venerable brands to find new ways to draw customers into the store and keep them coming back. In fact, today's on-demand economy has reset what "normal" looks like at brick-and-mortar outlets.

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