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  • Activating a Purpose Program Playbook

    Industry Insights   April 13, 2021  

    For purpose to resonate as real, endure over time, and yield results, it must start deep within an organization, from the beliefs of employees and the manifestation of an engaged corporate culture to the tangible benefits delivered by products or services. Purpose must also be the key criterion by which a company assesses all its actions and consequences for every stakeholder. Activating a Purpose Program, a new playbook from the ANA Center for Brand Purpose, provides the guidance marketers need to create meaningful and purposeful marketing initiatives.

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  • Participating in the Purpose Process

    Industry Insights   April 13, 2021  

    In chapter three of the playbook Activating a Purpose Program, learn how brands are establishing their own means for making a difference in the world and contributing to what matters most to their customers.

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  • The Role of Company Culture

    Industry Insights   April 13, 2021  

    In chapter four of the playbook Activating a Purpose Program, learn why purpose factors so prominently in company culture and how companies are super-charging employees’ enthusiasm for purpose in creative ways.

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  • Ensuring the Endurance of Purpose-Led Initiatives

    Industry Insights   April 13, 2021  

    In chapter five of the playbook Activating a Purpose Program, learn how companies that lead with purpose and build around it are achieving continued loyalty, consistency, and relevance in the lives of consumers.

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  • Making Purpose a Priority

    Industry Insights   April 13, 2021  

    In chapter two of the playbook Activating a Purpose Program, learn how companies are engaging with customers who seek to engage with brands that help them reach their goals and align directly with causes they support.

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  • Driving the Purpose Process

    Industry Insights   April 13, 2021  

    In chapter one of the playbook Activating a Purpose Program, learn how a range of companies in varying industry segments authentically drove the purpose process within their organizations and even across the world.

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  • Establishing a Sustainable Commercial Production Program

    Event Recaps   April 6, 2021  

    Anheuser-Busch discussed how it adopted a green approach to producing a Super Bowl ad campaign for TV.

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  • Stop the Hate — The Rise in Violence Against Asian Americas

    CMO Content   March 30, 2021  

    This is an important resource that CMOs can use to help their marketing teams learn more about the increase in anti-Asian hate and violent crimes in America. It also provides a roadmap for what they can do to help stop these incidents and crimes from continuing to happen.

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  • The Brand-Led Effort Driving COVID-19 Vaccinations

    ANA Magazine   March 24, 2021  

    More than 300 brands are participating in the Ad Council's COVID-19 Vaccine Education Initiative, rolling out various advertising campaigns that urge people to get vaccinated and address those who are reluctant to get the shot.

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  • Transforming B2B Marketing into B2H Marketing

    Public Videos   March 24, 2021  

    To optimize results, B2B marketers need to find and connect with the humans hiding beneath their data.

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  • Transforming B2B Marketing into B2H Marketing

    Event Recaps   March 24, 2021  

    Shell’s Dean Aragon explained the importance of being Brands for Humans.

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  • Transforming B2B Marketing into B2H Marketing

    Session Videos   March 24, 2021  

    In this video, Shell’s Dean Aragon explained the importance of being Brands for Humans.

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  • How Consumers Feel About Face Masks in Advertising

    Ask the Expert Answers   March 10, 2021  

    A year into the pandemic, how have marketers handled the issue of using face masks in ads, and how do consumers feel about them?

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  • Marketing in the Age of Working Remotely

    Insight Briefs   March 9, 2021  

    This insight brief discusses how companies can best adapt to the new work-from-home norm, even post-pandemic, and make the most out of a hybrid business model that is here to stay.

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  • Verzuz TV: How Two Legendary Producers Created a Brand from Celebrating Black Music During a Pandemic

    Industry Insights   March 2, 2021  

    Finding business success in the midst of a pandemic can be difficult, particularly for companies in the live event space. Brands that have been able to survive were able to successfully transform live events into virtual experiences.

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  • Flour Power

    Greater Good   March 1, 2021  

    King Arthur Baking Company, the oldest flour company in the U.S., saw flour sales increase 80 percent in 2020 compared to the previous year. Here’s how the employee-run company made it happen amid a pandemic.

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  • The State of Women’s Equality in the U.S.: Differences in Perception by Gender

    Knowledge Partners   February 27, 2021  

    SeeHer, in collaboration with Dentsu, conducted a study to understand consumers’ attitudes around gender equality.

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  • The State of Women’s Equality in the U.S.: Advancing Equality for Black, Hispanic, and Latinx Women

    Knowledge Partners   February 27, 2021  

    SeeHer and Dentsu conducted a study to understand perceptions of the state of gender equality and what the marketing industry can do to advance the cause. This installment of the report focused on Black, Hispanic, and Latinx women.

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  • Being a Force for Growth and a Force for Good

    Event Recaps   February 26, 2021  

    Nestlé Waters North America detailed is three-pronged mission to promote consumer health, social equality, and environmental sustainability.

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  • Evolving Our Impact Approach

    Event Recaps   February 26, 2021  

    TOMS Shoes has evolved from giving charity to supporting good on the ground. Ian Stewart, chief marketing officer of TOMS Shoes, discussed the company’s 360-degree approach to building an impact-centric brand and organization.

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