Marketing 101

The English philosopher Bernard Williams is said to have remarked that “there is no psychiatrist in the world like a puppy licking your face.” The observation pithily captures how much pets contribute to our flourishing as humans.

Land O’Lakes SVP and CMO Heather Malenshek discussed how the role of marketing and brands is to drive sustainable growth.

Merkle shared why collecting person-level data is a critical component to delivering experiences consumers love.

Boston Consulting Group examined why CPG companies are finding retail media networks attractive, the capabilities that CPGs want the see these networks develop going forward, and key measures that companies should take to optimize their work with these networks.

Over the past few years, governments around the world passed sweeping new laws to protect consumer privacy online. These laws, adopted in response to widespread consumer concern with marketers’ collection and use of third-party data to serve targeted online advertisements, gave consumers new rights to be informed about marketers’ data collection practices, to delete and correct their data, and to block advertisements that relied on internet “cookies” and related advertising technologies.

Reed Smith discussed the limited audit rights related to principal media buying.

A riff has emerged within the industry when it comes to the reality of connected TV (CTV) inventory. On one side, we’re hearing many of the industry’s ad tech providers — the ones that sit between CTV publishers and advertisers — tout the growing fragmentation and complexity of the space as a demonstration of the need for their services to connect brands and agencies to disparate supply.

Devon DeBlasio from InfoSum explained how data clean rooms are quickly becoming a must-have solution for the sustainability and sanctity of data-driven advertising.

In an era when every brand has a story to tell — and countless platforms on which to tell them — it has never been more important to get those stories right. Audiences have come to expect it. Whether they are average consumers or C-suite executives, they need brand stories to be useful. They want stories that enlighten or educate, not promote or sell.

Ananda Jaakson, senior director at TransUnion, discussed how the brand worked with the MMA and Ally Bank to prove that brand marketing can in fact drive growth for the business.

Barbara Connors, VP of strategy and acceleration at 84.51°, shared research on disruption around shopper behavior and loyalty in our inflationary environment, and how to unlock new value from data science to measure and act on rapidly changing shopper trends.

The synergies that radio can bring to retail media network plans have the potential to multiply results and ROI by filling gaps at the middle and top of the marketing funnel while supporting lower-funnel activity.

Beyond Profit host Ken Beaulieu explores what has happened for CVS since it took a stand against tobacco in 2014 and outlines three ways marketers can do the same for their own brands.

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.

The ANA’s Center for Ethical Marketing teams up with the Sustainability Collective to discuss why it's important to prioritize the environment in advertising and how companies can effectively communicate sustainability efforts to their customers. We’ll pack your toolkit with compliance tools, tips, and best practices.

Deloitte shared the results of a survey of over 1,000 C-suite executives from across the globe that sheds light on four of the critical trends shaping the business environment in 2023.

Insider Intelligence’s Zak Stambor outlined some of the ways in which marketers can use generative AI tools right now and discussed a key watch-out for those planning to leverage the technology in their marketing efforts.

The Bay Club provided an overview of its web series Marissa Tries, which helped recoup business lost during COVID-19. The brand covered how the series was developed, how episodes were produced, and what the show’s communication strategy was.

At a session of the 2023 ANA Masters of Data and Technology Conference, HubSpot’s Scott Brinker discussed how developments in three areas are revolutionizing marketing technology, with those three areas being data, “composability,” and AI.

In this video, HubSpot’s Scott Brinker discussed how developments in three areas are revolutionizing marketing technology, with those three areas being data, “composability,” and AI.