Editor's Picks for ANA Magazine
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Brands for Humans Is a Movement with Purpose
ANA Magazine May 14, 2021Brands for humans (B4H), or the humanization of brand persona, is starting to circulate throughout the marketing field. However companies choose to operationalize B4H, there’s a growing onus on marketers to provide clarity to the public about a corporation’s values and beliefs and how it is meaningfully acting on those convictions.
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The Real Work on Diversity and Inclusion Is Just Starting
ANA Magazine April 21, 2021While diversity has been moving to the forefront in recent years, the reality is that the marketing industry remains mostly white, particularly within the C-suite. To stay viable, a growing number of agencies and brands are taking concrete steps to build more diverse teams and respond to a rapidly changing country demographically.
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Fitness Brands Are Working It Out
ANA Magazine April 16, 2021When lockdowns began in March 2020, they accelerated a change in consumer behavior that gyms and other fitness studios had seen coming at a gradual pace for years. Wearables, health tracking apps, and digital media fitness experiences moved to the forefront, and brands had to adapt digital technology like apps and livestreams quickly to meet customers in a new setting — their living rooms.
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How Marketers Capitalize on the Trust Deficit
ANA Magazine April 9, 2021The pandemic has had a devastating effect on the country’s health, economy, and psychological well-being. It’s also contributed to a severe lack of trust in major institutions, according to Edelman’s 2021 Trust Barometer. As the U.S. starts to recover from the virus, people are looking to companies to fix problems the government can’t.
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A Frictionless Holiday Shopping Experience Is Still a Work in Progress
ANA Magazine April 2, 2021Brands may need to assuage any hard feelings among consumers who believe they got stiffed during last year’s holiday buying season amid a wave of deliveries. Being transparent with customers about return policies is a good place to start — and an opportunity to strengthen relationships that many marketers may be missing.
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The Brand-Led Effort Driving COVID-19 Vaccinations
ANA Magazine March 24, 2021More than 300 brands are participating in the Ad Council's COVID-19 Vaccine Education Initiative, rolling out various advertising campaigns that urge people to get vaccinated and address those who are reluctant to get the shot.
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Turning the Page on Content Marketing
ANA Magazine February 12, 2021Unlike the campaign-to-campaign mode of traditional brand advertising, content marketing requires brands to constantly refine their storytelling efforts and strategize for the long haul.
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A Bright Outlook for Digital Out-of-Home Advertising
ANA Magazine January 29, 2021The arrival of COVID-19 vaccines will spur additional opportunities in DOOH, as consumers return in droves to shopping in brick-and-mortar stores and eating inside restaurants after being stuck in their homes because of the pandemic.
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Brands Step Up Their Sustainability Efforts
ANA Magazine January 27, 2021Brands ranging from P&G to PepsiCo are rolling out various initiatives to tackle issues such as climate change and environmental waste across several touchpoints, including product development, packaging, and raw material sourcing.
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What’s in Store for Marketers Once Cookies Bite the Dust?
ANA Magazine January 15, 2021The demise of third-party cookies provides marketers with an opportunity to be more transparent with consumers and recalibrate their methods of measurement.
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Showing the Love for Small Businesses
ANA Magazine January 8, 2021Mailchimp's latest ad campaign draws on classic animation to help its small business customers build big ideas. Michael Mitchell, director of brand marketing at Mailchimp, calls the campaign a "love letter" to entrepreneurs making their way through the pandemic.
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The Recruitment Race Resumes
ANA Magazine December 4, 2020Creative, wide-ranging internships from brands like IBM and Verizon must become the rule rather than the exception if marketing is going to win an increasingly fierce battle for entry-level talent.
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Marketers Raise Podcast Volume to Eleven
ANA Magazine November 13, 2020The recent decline in podcast advertising is merely a pandemic-induced blip on the radar. The longer-term outlook remains quite attractive, with spending projected to reach more than $1 billion in 2021. Marketers are whetting their appetite.
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Taking a Stand on Systemic Change
ANA Magazine August 19, 2020The deaths of George Floyd, Breonna Taylor, and Ahmaud Arbery, among others, reignited a national conversation around racial injustice and systemic inequalities. With consumers increasingly expecting brands to take a stand against racial injustice, keeping silent is not an option for many companies. But to help effect real change, companies need to resolve the problematic practices that exist within their own houses first. Here’s how they can get started.
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Media Spending in an Uncertain Environment
ANA Magazine August 7, 2020The pandemic will require marketers to master a new set of media buying skills, adopt KPIs that transcend return-on-advertising spending, and move e-commerce toward the center of their marketing strategy.
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Harnessing the Power of the Loyalty Economy
ANA Magazine July 17, 2020As the internet has matured from a novelty to a mainstream source for news and entertainment, digital content creators have carved out massive audiences who are enormously loyal. Many fans consider this content essential to their lives, and they are willing to support the brands that make it possible.
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Brands Are Rallying to Fight the Coronavirus
ANA Magazine June 12, 2020A number of inspiring brand stories have emerged over the past several months, with companies providing ample resources to both combat the pandemic and make things easier for first responders. Here’s how Budweiser, Crocs, Publix, and Hyundai, among others, have seized on opportunities to help in the fight against COVID-19.
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Louder Together
ANA Magazine May 20, 2020The advertising, marketing, and media industries are coalescing to fight the coronavirus. PSAs and content designed to educate the public about the disease lead the charge.
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A Different Breed of Marketing
ANA Magazine May 8, 2020Petfluencers spark an instant connection with consumers and attract the kind of audiences that should make most marketers jealous. A growing number of brands are giving it a whirl, building marketing campaigns around these unconventional social media stars.
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Is AI the End of Agencies As You Know Them?
ANA Magazine April 10, 2020Ongoing changes wrought by AI and machine learning will completely upend client-agency relations, transforming everything from deliverables and metrics to projects and interactions. But the changes could spur much tighter relationships, as well.
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