Marketing Organization

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Digital Place-based Media: The Brand Marketer's Perspective

A panel of brand marketers discussed why they use digital place-based advertising, the barriers to greater usage, and how agencies, networks, and other stakeholders can help overcome these barriers to deliver a more useful and impactful tool for their brands.

EffectiveBrands: Organizing Marketing for Purposeful Brand Growth in the Social Age

Marc de Swaan Arons, Founder & Executive Chairman, EffectiveBrands, shared tools and insights that organizations can apply for purposeful brand growth in the social age.

Cleveland Clinic: Building a Global Brand through Trusted Content

Paul Matsen, Chief Marketing & Communications Officer, The Cleveland Clinic, shared the programs and results that have made the Cleveland Clinic a leader in content marketing.

Cleveland Clinic: Building a Global Brand through Trusted Content

Paul Matsen, chief marketing and communications officer, Cleveland Clinic, discussed the challenges facing the healthcare industry and how the clinic’s historical commitment to measurement has helped it achieve marketing excellence.

CMO Roundtable

Becky Saeger, Marketing Strategist & Advisor, Former CMO, moderates a discussion on key issues top CMOs face.

Organizing Marketing for Purposeful Brand Growth in the Social Age

Marc de Swaan Arons, founder and executive chairman, EffectiveBrands, shared tools and insights that organizations can apply for purposeful brand growth in the social age.

Organizing Marketing for Purposeful Brand Growth in the Social Age

Marc de Swaan Arons, founder and executive chairman, EffectiveBrands, shared tools and insights that organizations can apply for purposeful brand growth in the social age.

CMO Roundtable from the Masters of Marketing

Becky Saeger, a former CMO, moderated a discussion featuring the Kellogg Company, Starcom, Subway, and Walmart about the key issues that can lead to success or failure for today's CMO.

Research Report: 2012 Evolution of the CMO and Marketing Team Survey

This Research Report includes findings from the 2012 Evolution of the CMO and Marketing Team Survey. The objective of this survey was to understand the ever-changing role of CMOs and marketing teams.

Global Marketing: Navigating Uncertain Waters

Adapting to a globalized world is one of today’s most daunting marketing challenges. This ANA Insight Brief discusses global agency compensation, international perspectives on wealth, and how to drive efficiencies in the global marketing supply chain. Case studies from Aon, Coca-Cola, and Visa demonstrate how the world’s largest companies are aligning themselves for global success.

AHC Goes Mobile

To promote career opportunities and brand awareness of its many health care facilities throughout the Chicago area, Advocate Health Care created a mobile employment website.

IUPAT Mobile Job Alerts

To mitigate unemployment rates in the construction industry during the recession, the International Union of Painters and Allied Trades delivered localized job alerts right to workers’ phones via text.

Dare to Be Bold

Cultivating a corporate culture of innovation requires the freedom to fail. These days, playing it safe is just too risky. Learn how Columbia Records, Kraft Foods, and MillerCoors are leading the way.

Digital Video to Impact 2013 Spend by CMOs

In this white paper the CMO Club summarizes results from their survey of 170 chief marketing officers (CMOs) on their digital video plans and the impact on the 2013 TV Upfronts and broadcast media investments.

PowerPresentation: Q3 Member Benchmarking Survey Results

This collection of data charts represents findings from the ANA's 2012 Q3 Member Benchmarking survey. Topics covered in this survey include music in advertising, procurement, marketing organization, digital place-based media, and shopper marketing.

PowerPresentation: Evolution of the CMO and Marketing Team Survey

This collection of data charts represents findings from the ANA's 2012 Evolution of the CMO and Marketing Team survey. The survey focuses on marketing accountability/ROI, budgeting, consumer insights, technology, and agency management.

Charles Schwab: Content Marketing as a New Way to Win Consumers and Influence Their Decisions

Helen Loh, vice president of digital and content marketing at Charles Schwab, discussed the importance of content marketing and shared key insights on team organization, key capabilities needed and what content is most engaging and most shared.

The Evolving Role of the Chief Marketing Officer

This article from Spencer Stuart looks at how the responsibilities of the CMO have evolved in the hospitality and leisure industries.

How to Bring Big Ideas to Life

Representatives from Anomaly, Denny’s, Colgate-Palmolive, Time Warner, and Elizabeth Arden discussed how “big ideas” are developed and how marketing departments may need to evolve in order to allow this to continue to occur.

Diversity: Moving Beyond Demographics

Featuring case studies from ANA member companies AT&T, Navy Recruiting Command, and Time Warner, this Insight Brief also includes information on the importance of making the advertising industry more diverse and how marketers can make a business case for diversity.

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