Search Results for All Content (access may be restricted)

Search returned: 209 document(s).

  • 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.

    view
  • 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.

    view
  • Resource List of Certified Diverse Suppliers for Marketing/Advertising

    Industry Insights   December 15, 2020  

    To help the marketing/advertising community, the ANA has curated a list of certified diverse suppliers that work in our industry.

    view
  • How Pfizer Is Managing Its Global Agency Roster

    Forward   December 15, 2020  

    While institutional knowledge is an important element to understanding the agency landscape, that knowledge doesn’t always get into the right hands at the time when sourcing decisions are being made — but what if it could? Here’s how Pfizer’s procurement team is creating a central repository of global agency information for its teammates around the world.

    view
  • 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.

    view
  • 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.

    view
  • 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.

    view
  • 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.

    view
  • Ford: Creating A Scalable Video Production Model

    Event Recaps   December 9, 2020  

    The challenge of scaling video production, while controlling costs and supporting brand standards, is familiar to all enterprise marketing teams. At Ford, Digital Retail Director Trisha Habucke faced a particularly difficult version of this challenge as she looked to accelerate video adoption among U.S. Ford and Lincoln dealers. Learn how Ford empowered dealers to leverage video locally while protecting global brand equity and about the tools they used.

    view
  • Frito-Lay And Quaker In-House Agency Case Study

    Event Recaps   December 9, 2020  

    PepsiCo's in-house agency is producing more content than ever. In this session, Chris Bellinger, vice president of creative and digital at Frito-Lay North America, will dive into how his team brought a number of campaigns to life during a pandemic and his tips for producing engaging content remotely. He will dive into a number of programs his team launched this year, including bringing Cap'n Crunch back to the airwaves, celebrating the return of the football with Twas the Night Before Kickoff, and launching Lay's first ever portfolio campaign starring Tracee Ellis Ross.

    view
  • Hot Wheels Legends Tour: Extending The Success Of An Experiential Program With Digital Content In The Age Of Covid-19

    Event Recaps   December 8, 2020  

    Launched in 1968, Hot Wheels has become a massive global powerhouse franchise with appeal across multiple generations. The brand has been a reflection of pop culture and car culture, and has influenced and continues to influence generations of car designers and automotive enthusiasts around the world. The Hot Wheels Legends tour was launched in 2018 as a nationwide search for a life-size custom car that would be turned into one of the next Hot Wheels 1:64 scale die-cast car. The program was a immediate success and expanded worldwide very quickly. The global pandemic disrupted massively many types of experiential activations but Hot Wheels saw the opportunity to pivot and turn the program into an engaging digital experience leveraging digital content which lead to even faster expansion and more fan participation.

    view
  • Reese's Peanut Butter Cups: Engaging Fans With Our Robotic Halloween Door

    Event Recaps   December 8, 2020  

    For Halloween 2020, all you had to do was say "trick or treat" and Reese's Peanut Butter Cups could appear. That's right, in a year unlike any other, Reese's, a Halloween juggernaut and seasonal leader, brought trick-or-treating to fans with a hands-free, socially distanced way to get Reese's with the Reese's "Trick-or-Treat" robotic door. In this session, Anna Lingeris, Earned Media & Brand Publicity Lead - The Hershey Company will discuss the brand activation, winning the season and key lessons learned.

    view
  • Honda Levels Up Its Marketing: Reach A More Diversified Audience In Gaming

    Event Recaps   November 18, 2020  

    In an effort to continue driving business outcomes in the modern era, Honda launched an innovative marketing strategy to reach a new type of audience – the younger generation of next car buyers. The growth of esports and particularly, its growing online reach and inherent digital-first nature, presented a key opportunity to engage with an important consumer segment. In the last two years, Honda officially began making its mark by partnering with Team Liquid, a prominent global esports organization, and League of Legends Championship Series (LCS), a top-tier regional esports league run by game developer, Riot Games. The synergy among these two endemic partnerships along with other strategic platforms like Twitch played a pivotal role in their communication plan. In this session, you will learn: • Honda's overall strategy in gaming and esports • Insight into existing programs • Strategic roles of different elements in Honda's partnerships play

    view
  • Best Practices in Sustainability and Eco-Friendly Production

    Webinars   November 4, 2020  

    In this webinar, the APR team discussed how to promote sustainability and eco-friendly practices in ad production.

    view
  • Connected TV Research Update

    Event Recaps   October 27, 2020  

    The ANA and Innovid are partnering again on new connected TV research to be fielded in early 2021. In this session, you will learn how this project aims to drive the industry toward a deeper understanding of how CTV is changing within verticals, in particular during the pandemic.

    view
  • Influencers B.C. (Before COVID) And D.C. (During COVID)

    Event Recaps   October 27, 2020  

    In this session, Deloitte Digital's Heat will take you through how influencers have re-positioned themselves as a powerhouse for brands during the pandemic — and which of these themes are expected to last as restrictions begin to lift.

    view
  • Content Production Strategy: What’s the Average Working to Non-Working Budget Ratio for Today’s Modern Marketer?

    Knowledge Partners   October 14, 2020  

    Advertising Production Resources (APR) provides best practices and benchmarking data addressing ratios of agency creative and production costs to allocations toward paid media (aka “working-to-nonworking” ratios).

    view
  • Connected TV Research Update

    Event Recaps   October 13, 2020  

    The ANA and Innovid are partnering again on new connected TV research to be fielded in early 2021. In this session, you will learn how this project aims to drive the industry toward a deeper understanding of how CTV is changing within verticals, in particular during the pandemic.

    view
  • Driving Action To Fuel Change

    Event Recaps   October 13, 2020  

    Marketers have been working in an ecosystem that has not kept pace with technology and opportunity. While the speed of change on ways that we can market have grown exponentially, we still work in many legacy systems across measurement, reporting and trading of our media investments. Recently marketers have been more active about banding together to lead this change. Rather than wait for others to create change, marketers have been more active about leading groups. In this session, Ben Jankowski, SVP Global Media at Mastercard and Co-Chair of the ANA Media Leadership Committee will discuss some of the key areas where we need to focus including the steps being taken to create change and what any marketer can do to learn and help. We will also facilitate a group roundtable discussion to gain input on these initiatives and where we should focus our efforts in the future.

    view
  • The Business Case for Client/Agency Relationship Management

    Event Recaps   October 7, 2020  

    Speakers from the 4A's and ANA showcased results of a survey on client/agency relationship management programs.

    view

1234567 >>  Last (11)