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These Award-Winning Brands Lead with Purpose
Industry Insights September 29, 2022Mastercard Chief Marketing and Communications Officer Raja Rajamannar has expounded eloquently on this imperative. In an episode of the ANA Center for Brand Purpose’s podcast Beyond Profit, he explained: “As a marketer, you're in a very privileged position. You have access, you have the resources, you have influence, and you have capabilities to shape the cultures of societies. I think all the privilege comes with responsibility. The responsibility is to do something good for the society. Why do you do it? Because it's politically correct? Or because it gives you some better return for your business? You do good because you're in a position to do good. And in the process you do well.”
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Bai Boost Fights Gender Discrimination in Gaming
In-House Excellence Awards September 28, 2022Beverage brand Bai Boost drew attention to the harassment of women in the gaming world and created a bot to intercept negative comments online and turn them into positive ones.
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Marketing to Veterans
Ask the Expert Answers September 27, 2022How can my brand effectively market to the veteran community?
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Upwork Created a Coffee Line with Packaging That Doubled as a Portfolio for Freelancers
In-House Excellence Awards September 26, 2022To celebrate International Coffee Day, Upwork created a signature coffee line with packaging that doubled as a portfolio for freelancers available for hire on its platform.
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CVS’s One Step Closer COVID-19 Vaccination Campaign
In-House Excellence Awards September 26, 2022What will the COVID-19 vaccine bring you one step closer to? This is what CVS Health asked in an omni-channel campaign encouraging people to get vaccinated. The One Step Closer campaign directly resulted in 3.3 million Americans getting vaccinated at CVS Health.
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LIFEWTR Life Unseen
In-House Excellence Awards September 26, 2022To expose and combat representational blind spots, LIFEWTR embarked on a multi-platform collaboration with 20 diverse creatives, including renowned designer, editor, and producer Issa Rae, to elevate underrepresented creatives, inspire artists and solidify the brand as an ally to the creative generation.
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How Pepsi Elevated Historically Black Colleges
In-House Excellence Awards September 24, 2022When the Pepsi South Division marketing team was selected as the primary beverage sponsor of the Southwestern Athletic Conference (SWAC), a collegiate athletic conference comprised of 12 HBCUs in the Southwestern part of the United States, PepsiCo wanted to use the opportunity to make a spot that elevates and celebrates HBCU culture.
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St. Jude’s Powerful Campaign Raised Millions
In-House Excellence Awards September 23, 2022Inspiration4 had a $200 million fundraising goal for St. Jude, which was exceeded thanks to the generosity of Jared Isaacman, who commanded the spaceflight. This historic mission helped fund the Inspiration4 Advanced Research Center on the St. Jude campus in Memphis, Tennessee.
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The Future is Mainstream Green: Introducing a New Growth Strategy
Research Reports September 23, 2022This report, part of the CMO Sustainability Accelerator, outlines a roadmap for how to achieve “Mainstream Green” — defined as driving sustainable choices by all consumers, not just those who are moved by sustainable claims.
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Fostering Advertising with Greater Integrity
Industry Insights September 22, 2022Contextual advertising is enjoying a resurgence as advertisers seek a way to tailor ads to customers without relying on behavioral or demographic data that is disappearing from the market due to privacy changes. But contextual advertising isn’t just a highly effective alternative to cookie- or mobile ID-driven targeting — it offers a broader path to advertising with integrity.
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Deloitte’s “Move on What Matters”
In-House Excellence Awards September 22, 2022“Move on what matters” training turned into a rally cry that Deloitte values are bigger than sales. The company wanted to build better relationships with clients. To do this, four veteran leaders who are known for nurturing client relationships told stories of how they did it.
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Fighting Digital Ad Fraud Is Getting More Complicated
ANA Magazine September 21, 2022Fraud in digital advertising remains an issue, and while the exact scale of the problem is a matter of dispute, there's widespread agreement that as the market grows, so will the need for brands to take an active role in protecting their investments.
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Reversing the Decline in CMO Tenure
Champions of Growth September 20, 2022In our latest episode of ANA Champions of Growth, host Matthew Schwartz talks with Greg Welch, partner at executive search firm Spencer Stuart and founder of the company’s annual CMO Study, about how to reverse the downward trajectory in CMO tenure.
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These Are the Qualities Shared by Marketing’s Longest-Tenured CMOs
Podcast Shorts September 20, 2022What are some of the qualities shared by the industry’s most resilient and longest tenured CMOs? Greg Welch, partner at Spencer Stuart, reveals some of what he’s seen from a wealth of market research and during his many years working alongside these individuals.
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Citibike Turns Rides into Meals for Children
In-House Excellence Awards September 20, 2022Citi turned bike riding into a means of driving donations to No Kids Hungry during the holiday season.
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Unlocking ABM Success: How to Use Insights and Personalization to Drive
Conference Sessions September 20, 2022In this session, learn how ZS evolved to an ABM approach that works, makes sales more effective with insights and enablement tools, delivers an ABM program that’s recognized by executives as driving results for the firm, and more.
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How NI Used Change Management to Sell Its Updated Brand Purpose Internally
Podcast Shorts September 20, 2022Tabitha Upshaw, senior director of brand, reputation, and impact at NI, shared how she and her team successfully sold the organization’s updated brand purpose to the staff, ensuring everyone bought in and began to use the purpose as the lens through which they make every decision.
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Beyond Profit Podcast: NI’s Call to Engineer Ambitiously
Beyond Profit September 19, 2022In this episode of Beyond Profit, host Ken Beaulieu catches up with two leaders at NI to discuss the company’s higher-order purpose and drive to change the world for the better: CMO Ana Villegas and Tabitha Upshaw, senior director of brand, reputation, and impact.
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Brand Activation Legal Committee: September 2022
Conference Sessions September 15, 2022For September’s meeting, presenters from Dorsey & Whitney LLP, Tamara Carmichael, Sarah Robertson, Fara Sunderji, and Austin Chambers provided an update on FTC developments, NAD decisions, and privacy.
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Future-proofing Your Business Strategy and Marketing Message
Webinars September 15, 2022A global health crisis, historic social activism, demand for climate solutions, and unprecedented technological innovation are transforming the way business gets done. This webinar offers a look at how modern leaders are thinking right now about these intersecting forces.
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