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  • Four Ways Fresh Data Can Make or Break Your 2021

    Event Recaps   January 28, 2021  

    Resonate shares four real-world use cases that drive growth through using relevant data and deep, AI-driven human understanding.

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  • Customer Insight-Driven CX Excellence Must Be A Core Competency. . .During Covid, and Beyond

    Event Recaps   January 28, 2021  

    Learn how the iconic brand Shinola, used deep customer insights to understand why traditional loyalty programs are not effective in building loyalty, and how they created a powerful non-traditional “loyalty” strategy which resulted in a 25% increase in repeat purchase rates.

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  • The Power of Supplier Diversity

    Event Recaps   January 26, 2021  

    Supplier diversity is part of the “trifecta,” alongside diversity and inclusion and multicultural marketing. According to a recent ANA report, 75 percent of members have a supplier diversity strategy for the organization overall; 40 percent have a supplier diversity strategy specifically for marketing/advertising. This report is unique given its perspective on marketing, which may be the last uncharted territory for supplier diversity professionals. It provides an understanding of the benefits, challenges, spend, goals, and measurement of supplier diversity.

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  • Diverse Suppliers for Marketing and Advertising

    Event Recaps   January 26, 2021  

    Finding diverse suppliers for marketing and advertising services is a challenge. When ANA issued its report in May, we committed to a deeper dive into supplier diversity, and specifically promised to curate a list of diverse suppliers that work in our industry. In June, our initial list of certified diverse suppliers was released. Also in June, ANA/AIMM, published an open letter titled, “ANA/AIMM Commitment to Equality, Inclusion, and Systemic Change.” The letter called for the development of an equitable creative supply chain through strategic investments in agencies, broadcasters, suppliers, and producers owned or run by Black, Hispanic, Asian, Indigenous, and LGBTQ+ people, and people with disabilities. In December, the most recent list of Certified Diverse Suppliers for Marketing and Advertising was issued, totaling 186 companies. This session will provide an update on our initiative to identify diverse suppliers for marketing and advertising.

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  • Road Racing Reimagined

    Event Recaps   January 25, 2021  

    New York Road Runners (NYRR) shared how they brought the largest marathon in the world, the TCS New York City Marathon, to runners worldwide virtually.

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  • Post Pandemic: The Affect/Effect on Sponsorship

    Event Recaps   January 25, 2021  

    In this session, learn how both the pandemic and the “rush” to digital properties has fundamentally changed Nestle USA’s expectations of their sponsorship and partnership marketing efforts.

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  • Brand Activation Legal Committee: January 2021

    Event Recaps   January 18, 2021  

    For January’s meeting, attorneys from Barnes & Thornburg provided updates on recent false advertising cases, NAD matters, and FTC activity.

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  • Brand Activation Legal Webinar: December 2020

    Event Recaps   December 17, 2020  

    For December’s meeting, Edward B. Chansky and Erica L. Okerberg from Greenberg Traurig, LLP discussed how anti-wagering and gambling laws create challenges for online games regardless of skill.

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  • How Machine Learning Is Transforming Marketing

    Event Recaps   December 17, 2020  

    Sam’s Club shared the steps that it took to adopt marketing practices that were guided by data science and that capitalized on machine learning.

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  • Turning Customer Pain Point Into A Billion Dollar Win With Advanced Analytics

    Event Recaps   December 17, 2020  

    In this session, you’ll see how a series of cutting-edge analytical exercises informed the 2019 Marketing plan and drove outstanding results.

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  • How to Superpower Customer Experiences in B2B

    Event Recaps   December 17, 2020  

    In this session, get actionable intelligence and comprehensive insight into what adds value to the B2B buyer’s experience — on a personal and professional level.

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  • Unlock the Agile Framework That Will Transform Your Marketing

    Event Recaps   December 17, 2020  

    Neustar’s Marc Vermut discussed how marketers can build an agile, analytics framework that will help their businesses thrive with confidence.

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  • TESTING THE TRIED AND TRUE TO STAY RELEVANT WITH YOUR PROJECTS

    Event Recaps   December 17, 2020  

    Over the course of several years, Longwood Gardens and Elliott Marketing utilized the acquisition campaign to test these and other scenarios. Some answers reaffirmed long-held understandings, but there were some surprises. The findings have allowed Longwood to be more efficient and targeted in their campaigns, and, overall, have a more successful acquisition.

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  • A Diversity Report for the Advertising/Marketing Industry

    Event Recaps   December 14, 2020  

    In mid-November ANA released its third annual diversity report for the advertising/marketing industry. The report, based on three separate studies among ANA members, concludes that women overwhelmingly comprise the bulk of the marketing industry's workforce and at the senior leadership level, female representation is now likely at an all-time high. However, ethnic diversity continues to be poor, especially for African-American/Black and Hispanic/Latino. This session will dive into the detailed findings of the report and also cover action steps offered by ANA members that have helped their companies improve diversity within their marketing departments.

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  • 55+: The Unseen Opportunity

    Event Recaps   December 11, 2020  

    For decades, marketers have pursued younger consumers, while ignoring their older counterparts. The reality is that today's 55+ consumer controls 41 percent of consumer spending and is the fastest growing age segment in the U.S. Their tremendous economic power, coupled with shifts in consumer loyalty, makes it clear that they can no longer be ignored. Join us as we unveil proprietary performance analytics assessing the impact of TV advertising on purchasing behavior across age cohorts.

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  • Innovate Or Die: The Choices Legacy Brands Must Make

    Event Recaps   December 11, 2020  

    Suitcases, eyeglasses, razors, mattresses. While these products aren't new to the market, an explosion of direct-to-consumer entrants have brought disruption to these categories and the legacy brands within them. So why would a 150-year-old brand jump into the clutter and make a new play for market share? Simmons (Serta Simmons Bedding LLC) threw out the rule book and blew up its brand across every level – including product design, pricing, packaging, retail channels, brand identity, and advertising – to re-launch its oldest mattress brand on the newest social platforms to the youngest purchasers. The reimagined Simmons is an experiment in legacy brand innovation, and survival. Learn how radical creativity is the right path forward for legacy brands.

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  • Anheuser-Busch's Journey To Buying TV On Attention

    Event Recaps   December 10, 2020  

    Paolo Provinciali, head of U.S. media for AB InBev/Anheuser-Busch, will share his company's journey moving the TV buying currency from impressions to viewable impressions to attentive impressions (a.k.a. Attention Economy). In this session, you will learn about the overall process, key learnings, and discuss ways to move forward.

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  • Building a Future Proof Influencer Marketing Strategy for a Post-2020 World

    Event Recaps   December 9, 2020  

    Learn which data and practices marketers should pay attention to, and how to ensure your influencer marketing strategy is set up for success.

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  • SPARTAN RACE: CREATING A LOYAL BRAND ACTIVATION ARMY

    Event Recaps   December 9, 2020  

    Hear from Spartan's VP, Head of Marketing, Donny Jensen, on how the brand successfully pivoted from live events, taking its Brand Activation playground to the digital realm to strengthen the connection with its passionate community, which has become part of the lifestyle far beyond race day. From daily health and fitness content, to a new Spartan Fit app, virtual events, and episodic YouTube series with fitness-industry pros, Spartan is growing a loyal army with millions if macro and micro influencers that live and breathe the Spartan lifestyle.

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  • Leaning Into The Prudential Mission By Activating Brand Purpose In A Time Of Crisis

    Event Recaps   December 9, 2020  

    Prudential and BrandMuscle will share how Prudential leaned into their mission, how they leveraged BrandMuscle to quickly shift messaging in market and how they plan to move forward and help participants on the road to recovery.

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