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  • How to Build an Attribution Model for TV in 2020

    Forward   April 7, 2020  

    Attributing the results of linear TV advertising is different than digital advertising, but it’s very possible to measure the impact TV campaigns have on consumer behavior and what can be done to improve a campaign’s effectiveness. Here is a comprehensive guide for how to create one’s very own TV attribution model.

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  • Brands Doing Good Series: 826 Valencia

    Greater Good   April 6, 2020  

    The nonprofit 826 Valencia is making writing more accessible to kids, and in the process, giving them a voice.

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  • Effects of the Coronavirus on Marketing May Be Incalculable

    ANA Magazine   April 3, 2020  

    With as much as one-fifth of the world’s population told to stay inside, effects of the novel coronavirus on the economy have been swift and could be long lasting. Here’s how the virus is affecting marketing.

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  • Tuning Up the Customer Experience

    Forward   March 31, 2020  

    Radio brands continue to embrace and harness technology, AI-based solutions, and new media platforms to broaden the value they provide to consumers and advertisers. Engagement has seldom been stronger.

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  • Why Brands Need to Get in on the Joke

    ANA Magazine   March 27, 2020  

    More and more B2C and B2B marketers are starting to take humorous advertising very seriously. Such ads build rapport with consumers and cut through the proverbial clutter.

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  • Singing From the Same Sheet of Data

    B2B Marketer   March 25, 2020  

    With insightful customer data that can be shared with sales, B2B marketers can start to fracture the walls separating their sales and marketing organizations, enabling them finally to pursue revenue growth based on a collaborative, customer-first approach.

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  • New Urgency for Defining the Enterprise Brand

    Forward   March 24, 2020  

    To define the identity behind brands, include emotional and rational considerations, map against customer needs, and express in both words and design. Marketing and PR executives have an opportunity to lead the effort, but only if they unify on a common front.

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  • Purposeful People Series: Jackson and Tabitha Kaguri

    Greater Good   March 16, 2020  

    Their lives intertwined by fate, Jackson and Tabitha Kaguri are changing lives and transforming the economies of southwest Uganda.

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  • Communication Breakdown

    ANA Magazine   March 13, 2020  

    Undisclosed markups are just one of several issues eroding the trust between clients and their agencies. Against an ominous backdrop, the heat is on both sides to not let pain points fester. Here’s what industry leaders at Unilever, Sam’s Club, the ANA, and the 4A’s are doing to make things better.

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  • The State of the States for Marketing Incentives

    ANA Magazine   March 6, 2020  

    States offer financial breaks to entice advertisers and generate much-needed revenue. Here’s where the brand and procurement teams can look for big savings.

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  • Taking the Lead on Sales Enablement Is Driving Growth

    B2B Marketer   March 4, 2020  

    Companies that let marketers steer the sales-enablement process exceed their revenue goals much more so than brands that put sales reps in charge, says a new report. And the C-suite is taking note.

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  • Moving Public Relations Forward Through a New Level of Measurement

    Forward   March 3, 2020  

    Public relations metrics need to focus less on what’s been done and more on what’s been accomplished. A data-driven approach to PR can make a difference for brands.

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  • Is It TikTok’s Time?

    ANA Magazine   February 28, 2020  

    While still relatively new, TikTok has generated a fair share of users — and controversy. Despite its shaky start, the popularity and levity of the site make it an increasingly alluring option for marketers.

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  • Why Media Measurement Must Change

    Forward   February 25, 2020  

    CMOs need a robust and modern approach to marketing measurement, independent of any of the commercial interests in the ecosystem. To achieve meaningful progress, there are four critical dimensions to measurement that marketers must now master: commerciality, quality, frameworks, and testing. While the industry is making progress in building a universal solution, here’s what marketers can do now.

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  • Brands Doing Good Series: Operation Walk

    Greater Good   February 24, 2020  

    Over the past two decades, Operation Walk, a volunteer medical humanitarian organization that provides joint replacement surgeries at no cost for those in need across the globe, has operated on more than 17,000 patients in 25 countries. The man behind the successful organization, Dr. Lawrence Dorr, explains how it came about and the impact it’s having.

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  • As Reddit Broadens its Appeal, What’s the ‘Ask’ for Marketers?

    ANA Magazine   February 21, 2020  

    Once wary of the no-holds-barred social media platform, brands are finding unique ways to engage with Reddit’s 430 million monthly users.

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  • Creative Is Data Too

    Forward   February 20, 2020  

    Each piece of ad creative holds a wealth of metadata. This data can help marketers at each stage of the creative workflow — if they have a centralized way to organize, manage, and maintain control of their assets. Here’s a look at the layers of data available within a marketer’s ad assets, and how that data can help drive more effective marketing and better ROI while ensuring precise compliance with talent and rights.

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  • Brand Managers Face a World of Problems

    B2B Marketer   February 19, 2020  

    The onus is on marketers to spot regional or cultural trends that may impact their business category and/or products and services — even if the company lacks a significant global presence.

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  • Mastering the Balancing Act Between BX and CX

    Forward   February 18, 2020  

    Brand experience has long been the bedrock of brand-building, and still plays a crucial role in winning consumer affinity. But it’s the rise of the CX era, and its tight focus on every consumer touchpoint, that will future-proof modern brands for the next decade. Smart brands will strike a balance between brand experience and customer experience. Here’s how to get started.

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  • Six Is the New 30

    ANA Magazine   February 14, 2020  

    Call it the yin and yang of brand advertising: Six-second ads enjoy a halo effect from related content, while longer ads have more opportunity to tell a story and engage consumers.

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