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  • Getting Global Rights Management Right

    Forward   March 30, 2023  

    Global, omnichannel campaigns can be deployed quickly and seamlessly, but there is one aspect of launching and maintaining global campaigns that has become a roadblock to rapid execution: managing the complex rights associated with each creative asset.

  • How Can Advertisers Get the Most Out of CTV?

    Forward   March 28, 2023  

    As marketers consider the possibilities that CTV presents, they may find the following questions helpful for improving media strategies and getting the most out of their CTV investments.

  • B2B Companies Should Listen to How They Sound

    B2B Marketer   March 22, 2023  

    Voice assistants present B2B companies with an opportunity to bolster their marketing efforts, spread their creative wings, and develop new revenue streams. But in their pursuit of getting their message out via chatbots, marketers must be careful that they develop a consistent tone and can distinguish their brand from the competition.

  • A Program That Chipotle Can Really Sink Its Teeth Into

    Greater Good   March 20, 2023  

    When Chipotle CMO Chris Brandt met with some of the founders of The Farmlink Project, which connects farmers to food banks to deliver food to people in need, he didn't have to think too long about starting a partnership with the nonprofit. After helping to get the word out via several marketing vehicles in the past few years, Chipotle has lived its brand mission and continues to provide the nonprofit with invaluable support.

  • Navigating an Increasingly Complicated Social Media Terrain

    ANA Magazine   March 17, 2023  

    Nearly 20 years after social media channels emerged amid gleeful predictions that they would help to tackle societal problems and bring people together, parts of the market have turned into toxic stews of conspiracy mongering, name calling, and mean-spiritedness — not the best adjacencies for brand advertisers.

  • Getting Started with Sustainable Direct Mail Marketing

    Forward   March 16, 2023  

    Sustainable direct mail marketing practices can help businesses further their environment initiatives, offering a more eco-friendly alternative to digital-only or digital-heavy campaigns.

  • What ChatGPT Means for Marketers

    ANA Magazine   March 10, 2023  

    ChatGPT, the large language model chatbot that debuted to great fanfare in 2022, can drive marketing efficiencies and foster creativity, but brand managers need to ensure that humans are the ultimate arbiters for what kind of messaging will resonate with their audiences. Even brand managers who are not in testing mode when it comes to ChatGPT need to understand its widespread implications for marketing and advertising.

  • Rethinking Thought Leadership

    B2B Marketer   March 8, 2023  

    B2B marketers tend to focus on the quantity of their thought leadership content, rather than the quality, which discourages potential buyers. Hiring journalists, videographers, and other talent versed in storytelling can help turn the tide.

  • Dreaming Fearlessly

    Greater Good   February 27, 2023  

    In December 2022, TIME and American Family Insurance bestowed their first "Dreamer of the Year" award on Donnel Baird, founder and CEO of BlocPower, a national climate technology company focused on "greening" aging urban buildings. The partnership tied nicely to American Family's tagline, "Insure Carefully, Dream Fearlessly," and was a perfect example of leading with purpose.

  • How to Resonate with the LGBTQ+ Community

    ANA Magazine   February 24, 2023  

    As the LGBTQ+ community wields growing purchasing power, brands and organizations need to create marketing and advertising campaigns that are inclusive and acknowledge ongoing and dramatic changes in gender identity. While there's been progress in LGBTQ+ representation in advertising, significant gaps remain.

  • B2B Buyers' Appetite for Webinars Is Growing

    B2B Marketer   February 22, 2023  

    Amid the pandemic and people working from home more frequently, demand for webinars and virtual events has surged in the past few years throughout the B2B sector, per a new study. But potential buyers don't sign up for webinars and/or online conferences to hear a sales pitch, so it's crucial that marketers develop valuable, thought-based content to include in their programming lest they alienate their customers and prospects.

  • A New Study on Diversity in Ad Creative Yields Surprising Results

    Forward   February 21, 2023  

    A new report to help marketers establish a baseline for setting KPIs and measurable goals for improving efforts to add diversity, equity, and inclusion (DEI) to their advertising creative shows there's still work to be done.

  • The Return of In-store Shopping

    ANA Magazine   February 17, 2023  

    Both retailers and CPG brands continue to ramp up the use of smart screens, artificial intelligence, and other digital tools to woo people back to brick-and-mortar outlets and enhance the in-store shopping experience as the pandemic starts to fade.

  • Improving Relations with Local Partners

    B2B Marketer   February 15, 2023  

    The pandemic has altered the map when it comes to where people spend their money, with more and more dollars flowing locally. Brands can easily tailor a national message to local markets, of course, thanks to geotargeting and other online tools. But a new study shows that national brands tend to underinvest when it comes to guiding local partners about how to improve their online marketing strategies.

  • The Curtain Rises for Livestreaming

    ANA Magazine   February 10, 2023  

    After first gaining popularity in China, livestream shopping is growing fast in the U.S., with the market expected to reach $32 billion this year, nearly double compared to 2022. Conversion rates are also on the upswing. As they ramp up their investments in livestreaming, it's key for brand managers to develop programming that will both entertain viewers and mesh with other marketing channels.

  • For B2B Ad Creative, Playing It Safe Is Getting Awfully Risky

    B2B Marketer   February 8, 2023  

    Saul Colt, founder and CEO of the Idea Integration Co., watched as B2B clients put their ad campaigns on hold during the pandemic. Only half of his business came back in 2021, so Colt decided to shake things up in 2022 and took a big financial risk, hiring 17 cartoonists and comic writers formerly of "MAD Magazine" and "The Simpsons" to beef up the agency's creative muscle and widen the field of prospects to pitch.

  • How Marketers Steer Clear of Purpose Washing

    ANA Magazine   February 3, 2023  

    The rise in brand purpose has led to a surge in so-called purpose washing, in which a company claims solidarity with a certain cause — the environment, empowering women, or LGBTQ+ rights, for examples — only to do little to nothing to support. With an ever-discerning public waiting to pounce, marketers have to ensure that before they start touting their purpose they are taking actions that have a real impact on people's lives.

  • How Marketers Avoid Potholes in the Road Ahead

    ANA Magazine   January 27, 2023  

    The last year was a whirlwind for marketers and 2023 is expected to be no different. In addition to a potential recession — and consumers being more selective with their spending — brands will have to grapple with the ongoing chaos at Twitter following Elon Musk's $44 billion acquisition of the beleaguered social network and the political divide in the U.S. that shows few signs of letting up.

  • Growth of Influencer Marketing Brings New Rewards, Raises Tough Questions

    ANA Magazine   January 20, 2023  

    Spending on influencer marketing is expected to grow to $6.1 billion in 2023 and $7.1 billion in 2024, per Insider Intelligence. But as the market expands, brand managers are starting to ask tougher questions about the advantages — and drawbacks — of using influencers to help boost engagement efforts and land new customers.

  • A Happy Medium in the Agency Search Process Is Still Hard to Find

    ANA Magazine   January 18, 2023  

    While there were many points of agreement between clients and agency prospects, sharply different views emerged in multiple areas including IP ownership, budget size, and establishing a timeline for success, according to a recent ANA/4A's survey. Industry observers say the solution to many of the issues that pit agencies against their clients often comes down to overcoming the lack of clarity in communication between the two parties.