Search Results for All Content (access may be restricted)

Search returned: 287 document(s).

  • Why Hershey Sometimes Lets Its Procurement Team Play "Bad Cop" When Working with Agency Partners

    Podcast Shorts   October 17, 2022  

    The Hershey Company’s Sherry Ulsh explains why her brand deploys a “good cop/bad cop” approach, of sorts, to assist with agency relationship management, sometimes allowing the marketing procurement side to deliver bad news or a tough message to the agency.

  • Major Growing Pains for Marketing Procurement

    Champions of Growth   October 17, 2022  

    Sherry Ulsh, director of indirect procurement at The Hershey Company, who oversees marketing procurement, provides several takeaways for how brand managers and procurement executives can bolster what can often be a complicated relationship.

  • Procurement 2022: The Good, the Bad, and the Ugly

    Webinars   October 12, 2022  

    In this webinar, learn about a new report on the state of marketing procurement and get ten specific recommendations to improve the relationships between procurement and marketing and procurement and agencies.

  • Colgate Discusses the Latest on Brand & Performance Metrics

    Industry Insights   October 12, 2022  

    Colgate Palmolive’s Renee Milliaressis, chief media officer, and Patrick McGraw, director of global analytics integration, recently sat down with the ANA’s Michael Berberich, senior director of content & marketing, to discuss their views on brand and performance metrics.

  • Navigating Media Investments in a Fast-Paced World

    Industry Insights   September 21, 2022  

    Advertising hangs in a delicate ecosystem, and recently, it’s at the mercy of environmental shifts beyond its control. The call for more trust, privacy, and transparency has led to the impending sunset of third-party cookies. Technology proliferation and increasingly complex digital landscapes has contributed to leaky media budgets and confusion about where media dollars are really going. Unlocking the right data around existing media spend can help restore balance between value, ROI, and spend transparency.

  • The Hershey Company: Building Partnerships with Marketing Through Servant Leadership

    Event Recaps   September 21, 2022  

    The Hershey Company outlined the servant leadership philosophy and how it can be put into practice to build strong and lasting partnerships with marketing peers and leaders, which in turn will lead to success in media and marketing procurement.

  • Marketers Navigate Uncertain Economic Terrain

    B2B Marketer   September 14, 2022  

    B2B marketers continue to monitor what remains an unpredictable economic environment, as the possibility of a recession looms.

  • A Visa Case Study on Transparent Agency Relationships

    Industry Insights   September 14, 2022  

    Visa is one of the biggest and most successful brands in the world. We are the only brand that is a major sponsor of the Olympics, the Paralympics, FIFA, and the NFL.

  • What Advertisers Can Learn from Financial Marketers in Uncertain Economic Times

    Industry Insights   September 12, 2022  

    During uncertain economic times, the financial and banking industry can provide important information to marketers. How the financial industry adapts their advertising and addresses a recessionary economy can supply helpful strategies and tools for general marketers across categories.

  • 5 Reasons to Pause Before Cutting Marketing Spend in a Downturn

    Industry Insights   September 8, 2022  

    It is common practice for marketers and business leaders to slash marketing spend during a recession. With customer spending and revenue likely to dip, organizations rush to cut expenses to preserve margins. Marketing is often the first budget to tighten, something many organizations will consider if a recession strikes in the coming months.

  • The Procurement Opportunity: Media

    Industry Insights   September 7, 2022  

    ANA recently released the report, “Procurement 2022: The Good, the Bad, and the Ugly.” The work measures the perception of marketing procurement among three constituents: procurement, marketing, and agencies.

  • How to Make Your Media Spend Work Harder in a Down Market

    Industry Insights   September 6, 2022  

    There is solid research that tells advertisers to spend during a recession. Whether advertisers can take that advice or not, one thing is for certain, if we are entering a down market, there will be extra scrutiny on every media dollar spent.

  • Tips To Attract and Retain the Best Agency Talent

    Industry Insights   August 25, 2022  

    No doubt we’ve all grown weary from reading endless articles about the current talent drain in agencies. It is tiring, and quite frankly, depressing to constantly read about broken agency models. Staff turnover. The great resignation.

  • The Value of a Solid Scope of Work Program

    Forward   August 25, 2022  

    A concise document describing the major initiatives and tangible deliverables the agency has been tasked to undertake and that details what is both in and out of scope helps avoid uncomfortable conversations later in the year (or project) when perspectives diverge. But sometimes overlooked is the effect a good scope has across the broader organization.

  • Embracing the Role of a Servant Leader: A Hershey Case Study

    Industry Insights   August 24, 2022  

    A job change from direct procurement at TE Connectivity to marketing procurement at The Hershey Company has been one of the steepest learning curves of my career. I had fantastic mentors and teachers in David Donnelly (still at Hershey), Tracy Allery (now at Nestlé), and the staff at Cortex Media, who were all instrumental in helping me to learn media, but more importantly, to navigate the paradigm shift from being a direct budget owner to an indirect influencer.

  • Circular Economy

    Pulse   August 24, 2022  

    What is a circular economy? A circular economy aims to reuse its waste in a sustainable system of production and consumption. It’s an improvement on the old-fashioned, awful-sounding “take-make-waste” linear business model that begins by extracting resources from the earth and ends with piles of waste in a landfill. It’s a model that—you guessed it—goes full circle to minimize both resource use and waste production.

  • Spend for Your Goals, Not Your Budget

    Industry Insights   August 19, 2022  

    Marketing budgets have always been difficult to receive and maintain, but it may be time for marketers to take a closer look into how they are actually being spent. Common practice dictates that media budgets are both granted and spent around the beginning of the year.

  • The Procurement Opportunity: Process Improvements

    Industry Insights   August 17, 2022  

    ANA recently released the report, “Procurement 2022: The Good, the Bad, and the Ugly.” The work measures the perception of marketing procurement among three constituents: procurement, marketing, and agencies. While procurement has a positive perception of itself, agencies generally do not. Marketing, meanwhile, has a better perception than agencies yet it’s clear they believe there is much room for procurement’s improvement.

  • A True and Open Partnership: A Warner Bros. Discovery Case Study

    Industry Insights   August 10, 2022  

    In July ANA released the report, “Procurement 2022: The Good, the Bad, and the Ugly.” In that report, Sebastien Slek, executive director, global sourcing marketing at Warner Bros. Discovery contributed the following case study.

  • A Global Marketing Executive's Perspective on Brand Versus Performance Metrics

    Industry Insights   August 9, 2022  

    Emily Culp, a global marketing executive, former CMO of Keds, and Board Member at Mizzen + Main and Stio & Cordial, recently sat down with the ANA’s Michael Berberich, Senior Director of Content & Marketing, to discuss her views on brand vs. performance metrics and how marketers can make the right decisions for their brand.