Marketing 101

Deborah Malone of The Internationalist shares survey data that illuminates the relative importance that marketers assign to brand purpose and the ways in which they bring it to life in their organizations.

Survey results shared by the ANA and industry partners quantify the percentage of B2C and B2B agencies and clients who deem a tight brief with clear objectives to be the No. 1 enabler of creativity in their working relationships.

Marketing solutions provider Guideline shares data on the changes in linear TV’s effective cost per one thousand impressions (eCPMs) between 2021 and 2023, comparing it to OTT.

Who is generation X, and how can my brand authentically connect with them?

Consultant and author David H. Lipsey shares a framework for assessing the maturity of your organization’s adoption of digital asset management (DAM) that was developed by the Center for Advanced Studies in Digital Asset Management (CASDAM).

General Motors and Boston Consulting Group share data that quantifies the percentage of customers, from country to country, who are comfortable with companies using their data to personalize their experiences.

At the ANA’s 2024 AI for Marketers Conference, ANA CEO Bob Liodice shared data from Statista that projects how the AI market will grow over the course of the decade, measured in billions of dollars.

Lenovo's Holly Zhang explored the tangible impact of AI across various sectors.

UpperRight shared how innovative brands are now leveraging AI generated trending topics and conversations in real-time to quickly deliver creative and content.

CTV represents the convergence of programmatic and linear TV professionals. To drive adoption, the industry will need to navigate those cultural differences. Here are some of the cultural roadblocks to CTV innovation.

How do you connect with one of the most difficult audiences to reach with a message they don't want to hear? In this video, Elizabeth Kenny of Truth Initiative shared how to target a hard-to-convince audience with a not-to-be-ignored message.

Basketball is more than a game. It helps shape communities and inspires change, both on and off the court. DICK'S Sporting Goods and Nike recognized the challenges young female basketball players face in sport and partnered to build a program that would empower the next generation of girl ballers.

In this video, SAP's Tim Hoppin provided concrete tips and lessons for balancing brand strategy with creative principles.

Finding the right balance between consistent and flexible creativity is critical to delivering desired brand experiences.

The challenge was to ensure Jameson stood out and remained the top-of-mind choice amidst growing competition, and second, encourage Americans, especially younger generations who tend to drink less and to embrace the spirit of St. Patrick's Day.

Jimmy Dean sought to mitigate decline, maintaining steady sales throughout program activation phases to bolster Walmart's market share. Therefore, the brand had to identify who its breakfast eaters were and what was required to bring them back and keep them eating protein breakfast at Walmart.

In early 2022, AI was just becoming part of public consciousness, with few understanding its amazing potential to be applied for good. But Lenovo did just that. Through a pioneering use of AI, Lenovo provided small businesses with a revolutionary solution to drive awareness and acclaim in their communities in a way that each business could never have imagined, nor achieved, on their own.

Will the demise of cookies cause a collapse of the marketing industry as we know it? Claravine’s Chris Comstock doesn’t think so. He explained why during an appearance on the Champions of Growth podcast.

In this video, CognitivePath's Greg Verdino explores the transformative impact of AI on marketing, offering insights on leveraging AI for competitive advantage and innovation.

What are trends and best practices regarding talent in the marketing industry?