Search Results for All Content (access may be restricted)

The pandemic has been sorely testing many advertisers’ relationships with their agencies; Agency Mania Solutions provided recommendations for shoring up these relationships.

In this webinar, Greg Paull, Co-Founder and Principal at R3, shared best practices on how marketers can structure in-house agencies for success and discussed tactics on how to better manage processes and performance with both internal teams and external suppliers.

The ANA In-House Agency Fact Book highlights the structure, capabilities, and operations of in-house agencies at ANA corporate member companies.

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.

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

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.

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.

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.

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.

In this webinar, learn how ADT’s digital brand team quickly pivoted into a real-time value exchange strategy that taps into what people come to social media to do: engage, converse, and share.

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.

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.

In this webinar, Andrea Redniss, EVP at MediaLink, outlined how brands should think about reevaluating their resources, capabilities, processes, partners, and structures in reaction to a consumer landscape that looks entirely different than it did nine months ago.

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.

In March 2020, New York City became the epicenter of the COVID-19 crisis. During that time, the Mount Sinai Health System showcased incredible strength and resilience treating the high volume of patients across its 8 system hospitals. At the same time, Mount Sinai also delivered life-saving treatments for patients (and staff) affected by this disease. In an effort to capture all the work that happened during that unprecedented time, the magazine was created as a testament to the tremendous work of the nurses, physicians, researchers and health care staff during the height of the COVID-19 crisis. As many of us are working virtually, Mount Sinai needed to ensure they created an interactive digital version that could be shared across digital and social channels.

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.

Agency partnerships are extremely important to marketers and essential for producing innovative campaigns and brand awareness. During COVID-19, these partnerships are more important than ever. In this webinar, Dave Edwards, EVP, Global Business Development at R3, will share topics related to engaging agencies during COIVD, how to work with agencies remotely, issues agencies are facing, changing agency models and what agencies can bring to the table if leveraged well, and what a strong client-agency partnership look like.

Agency Mania Solutions touted the advantages of automation.

Choosing between in-house and outsourced marketing is an age-old debate, and there has been a lot of industry discussion over the past year about brands opting to bring their outsourced agency work in-house. The idea is that brands can cut costs, increase focus on their business, and improve speed to market. However, there are pros and cons to making this change.

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