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  • OREO

    Multicultural Excellence Awards   January 15, 2021  

    In a campaign for television and social media that skewed to Hispanic audiences, singer Becky G and OREO inspired people to playfully connect, no matter how far the distance or how brief the moment.

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  • AT&T DIRECTV

    Multicultural Excellence Awards   January 15, 2021  

    AT&T created culturally relevant ads for Japanese, Korean, and Filipino immigrants while maintaining alignment with the brand’s general market presence.

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  • American Family Insurance “Rowing”

    Multicultural Excellence Awards   January 15, 2021  

    American Family Insurance created a TV spot with total market appeal that centered around a Black family and was based on insights specific to the African-American community.

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  • Lay's 4 Seasons Digital OOH

    Smarties Awards   December 21, 2020  

    Iconic brand Lay’s aims to stand out for its great taste and texture. For its four seasons campaign, Lay’s wanted to own spring and summer with consumers.

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  • Durex Extreme Launch Campaign

    Smarties Awards   December 21, 2020  

    Durex leveraged a combination of addressable TV and a media partnership to promote the launch of its new product.

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  • Lay's 4 Seasons Digital OOH

    Smarties Awards   December 21, 2020  

    Iconic brand Lay’s aims to stand out for its great taste and texture. For its four seasons campaign, Lay’s wanted to own spring and summer with consumers.

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  • Pond's Face Your Hesitations and #SeeWhatHappens

    Smarties Awards   December 21, 2020  

    With the rise of new and small players in the market, together with its inconsistent brand messaging, Pond’s was faced with the challenge of staying relevant and connecting with the target audience on an emotional level.

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  • 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.

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  • 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.

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  • 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.

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  • 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.

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  • 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.

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  • 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.

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  • Creating The Special Covid-19 Interactive Edition Of Mount Sinai Science & Medicine Magazine

    Event Recaps   December 8, 2020  

    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.

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  • 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.

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  • 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.

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  • Optimizing Agency Relationships

    Event Recaps   December 1, 2020  

    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.

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  • The Halo Effect: TV as a Growth Engine

    Knowledge Partners   November 24, 2020  

    This paper published by VAB and Effectv offers a rich analysis of the impact TV has on a brand’s digital storefront and platform.

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  • 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

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  • Advertising Direct-to-Consumer on TV: A Tovala Case Study

    Event Recaps   November 12, 2020  

    Meal-kit company Tovala described how its advertising made the leap to a new medium.

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