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  • New Urgency for Defining the Enterprise Brand

    Forward   March 24, 2020  

    To define the identity behind brands, include emotional and rational considerations, map against customer needs, and express in both words and design. Marketing and PR executives have an opportunity to lead the effort, but only if they unify on a common front.

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  • ANA's Best of Media Leadership

    Public Videos   March 23, 2020  

    ANA CEO Bob Liodice joins Marc Pritchard, chief brand officer at Procter & Gamble, Charlie Chappell, head of integrated media and communications planning at The Hershey Co., and many more in these highlights from previous ANA Media Conference sessions.

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  • TymeBank Launch Campaign

    Echo Awards   March 2, 2020  

    To attract customers in South Africa who did not have a bank account, TymeBank created a digital bank that can be opened and managed online, then promoted the launch with an integrated marketing campaign.

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  • Samsung Explore

    Echo Awards   March 2, 2020  

    Understanding its millennial target’s appetite for experiencing new worlds and technology, Samsung created Samsung Explore, a hub of branded content to educate and inspire millennials to use technology to enrich their lives.

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  • The Man Who Lost His Job Because He Had a “Map”

    Echo Awards   March 2, 2020  

    Old Spice leveraged a viral video of a man being fired for a “map,” or a sweat stain underneath his armpit, and its network of social influencers to drive engagement and increase conversions.

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  • First Midwest Bank Uses ABM to Woo Clients Old and New

    Event Recaps   February 18, 2020  

    First Midwest Bank shared the inside scoop for two campaigns: one on prospecting and the other on cross-selling.

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  • Six Is the New 30

    ANA Magazine   February 14, 2020  

    Call it the yin and yang of brand advertising: Six-second ads enjoy a halo effect from related content, while longer ads have more opportunity to tell a story and engage consumers.

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  • How Traditional CPG Companies Adopt a Challenger Brand Mindset

    Forward   February 4, 2020  

    With direct-to-consumer (DTC) brands nipping at their heels, traditional CPG companies are scrambling to implement marketing initiatives so they can be more like challenger brands.

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  • Creative That Works

    Event Recaps   January 30, 2020  

    The Home Depot drove awareness and attention to its modern products, services, and sensibilities by updating its creative presence in the marketplace.

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  • B2B Brands Jumping into the Stream

    B2B Marketer   January 22, 2020  

    Netflix, Hulu, Amazon Prime, HBO, and Showtime provide valuable lessons for B2B marketers eager to ramp up their investments in streaming media.

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  • The Hummus Revolution

    Event Recaps   December 12, 2019  

    Sabra promoted its hummus product with a three-pronged integrated campaign.

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  • Thinking Small Isn’t Small at All

    Event Recaps   December 10, 2019  

    Pearle Vision turned around brand perception and sales by recommitting to its founding promise of being the go-to neighborhood eye care center.

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  • Rebranding When Your Startup Goes Global

    Event Recaps   November 21, 2019  

    As part of its expansion into the global market and a rebranding initiative, car share startup Getaround launched a new campaign.

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  • A Super Bowl Case Study from Pringles

    Event Recaps   November 13, 2019  

    The first Super Bowl commercial from Pringles aired in February 2018. The creative concept invited snackers to create their own unique flavor combinations by stacking chips. The TV commercial was supported by integrated messaging before and after the big game.

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  • Tips for Direct-to-Consumer Marketing from ScottsMiracle-Gro

    Event Recaps   October 30, 2019  

    ScottsMiracle-Gro shared advice for direct-to-consumer marketing, including tips for improving the performance of one channel through the lessons learned on others.

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  • Product Placement Landing Stronger Marketing Punch

    ANA Magazine   October 12, 2019  

    Ad-skipping technology and a sea of content options are creating multiple opportunities for product placement.

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  • Thinking Small Isn’t Small at All

    Public Videos   October 3, 2019  

    Disciplined sacrifice in brand positioning has produced a clear focus for Pearle Vision’s marketing.

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  • Thinking Small Isn’t Small at All

    Session Videos   October 3, 2019  

    In this video, learn how Pearle Vision turned around brand perception and sales by recommitting to its founding promise of being the go-to neighborhood eye care center.

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  • Just for You, Four Stages of Hyper-Personalization

    Forward   September 26, 2019  

    Hyper-personalization doesn’t just personalize basic parts of the customer experience, such as the initial flurry of emails to create a lead. It reimagines entire stages of the customer journey at the points of interaction most valuable to the company, leveraging data from every interaction with an individual to create a holistic view of their needs. Here are the four stages marketers need to achieve to get there.

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  • Driving the Market

    ANA Magazine   September 21, 2019  

    NASCAR’s business strategy provides valuable lessons for marketers about the importance of being customer-focused first.

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