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  • 7 Tips for Communicating Brand Purpose

    Industry Insights   January 30, 2023  

    In a previous installment of Industry Insights, I shared some tips for defining a company’s brand purpose that guests on the Beyond Profit podcast have offered. While that process can be mysterious and daunting, so too can be the process of conveying to the wider world one’s purpose and one’s efforts toward its fulfillment. Fortunately, Beyond Profit has insights to impart on this matter as well, and seven tips offered by guests of the podcast follow below.

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  • 2023 ANA Policy Preview for Advertisers

    Industry Insights   January 25, 2023  

    The year was 1864, and the Confederate harbor of Mobile Bay was heavily fortified with “torpedoes” (i.e., sea mines). Despite warnings from his crew, Union Admiral David Farragut charged ahead, issuing his famous order, “Damn the torpedoes; full speed ahead,” an act of courage that resulted in his victory. That about sums up what advertisers must do to succeed in the perilous policy waters of 2023.

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  • Best Practices for Portraying People with Disabilities in Advertising

    Ask the Expert Answers   January 24, 2023  

    How are brands depicting and including individuals with disabilities in their communications?

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  • 9 Tips for Defining Brand Purpose

    Industry Insights   January 23, 2023  

    Brand purpose has become increasingly critical to how a company differentiates itself, appeals to consumers, and, perhaps most importantly of all, attains a goal loftier than simply making a profit. However, the process of defining a given organization’s unique purpose can be baffling for those undertaking it.

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  • Excellence in Marketing to the Asian Community

    Industry Insights   January 9, 2023  

    The 2022 Multicultural Excellence Awards shined a valuable spotlight on some of the excellent marketing being devoted to Asians, Asian Americans, and Pacific Islanders (AAPI). Below are some summaries of that trophy-hoisting work, with the full case studies accessible through the embedded hyperlinks.

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  • Excellence in Marketing to the Hispanic Community

    Industry Insights   January 9, 2023  

    The 2022 Multicultural Excellence Awards celebrated some of the excellent marketing being devoted to the Hispanic community. Below are some summaries of those blue-ribbon efforts, with the full case studies accessible through the embedded hyperlinks.

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  • ANA Response Rate Report, 2022

    Research Reports   January 5, 2023  

    The 2022 ANA Response Rate Report is an example of how the ANA takes on the role of industry thought leader, providing the tools and benchmarking studies its members need to plan and optimize their marketing mix while forecasting future marketing impact and driving long-term sustainable growth.

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  • The Fashion Industry Needs to Reduce Its Carbon Footprint

    Industry Insights   January 4, 2023  

    Current trends in fashion consumption and production cannot be maintained if the industry wants to reduce its carbon footprint. The manufacturing and logistic practices of clothing brands and their supply chain partners have environmental implications that amount to four percent of global emissions.

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  • The Hurdles Facing MRC Outcomes and Data Quality Standards

    Industry Insights   January 3, 2023  

    When we think about media metrics, the industry has created a measurement buffet. For example, it wasn’t long ago that Nielsen was the standard delivery measurement for TV. Today we have Comscore, TVision, and iSpot, among others. Media agencies and brands can choose delivery metrics with ratings or impressions; consumer metrics via attention or engagement. This environment of non-standardized media metrics leads to a lot of choice – and a lot of confusion.

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  • How Corona Is Helping Fight Plastic Pollution

    Multicultural Excellence Awards   December 11, 2022  

    Corona has been committed to the sea and its preservation since the very beginning, but its awareness and beach cleaning platforms are no longer enough. The state of the oceans is so alarming that the brand decided to take its commitment deep into the ocean.

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  • 3 Key Insights for Marketers from the UN’s Climate Change Conference

    Industry Insights   December 8, 2022  

    At this year’s United Nations Climate Change Conference (known as COP27), held in Sharm El-Sheikh, Egypt, business took a seat at the table more than ever. Last year’s COP26 in Glasgow was a breakthrough for private sector participation; the business community came in force to share sustainability commitments and collaborate on advancing a greener future.

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  • Procter & Gamble “Widens the Screen” to Show the Diverse Depth of Black Life

    Industry Insights   November 30, 2022  

    In his presentation at the ANA’s 2022 Masters of Marketing Conference, Marc Pritchard, chief brand officer at The Procter & Gamble Company, declared that the greatest opportunity for business growth is engaging multicultural segments, a market that has over $5 trillion of buying power.

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  • Hispanic Marketing and Language Preference

    Ask the Expert Answers   November 30, 2022  

    Do Hispanic consumers prefer what language they see advertising in?

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  • Target: Growing the Circle Wider

    Event Recaps   November 8, 2022  

    Target is driving hyper-relevance with diverse audiences by elevating moments that matter culturally.

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  • Leading DEI Strategy

    Conference Sessions   November 7, 2022  

    Nikki Darden has been a champion of hiring and mentoring diverse talent throughout her career. In this video, learn how she regularly coaches others to understand cultural norms in an organization, while maintaining one’s own individualism, to drive maximum value.

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  • Leading DEI Strategy

    Event Recaps   November 7, 2022  

    Nikki Darden has been a champion of hiring and mentoring diverse talent throughout her career. As Citi's brand lead for DEI strategy, she regularly coaches others to understand cultural norms in an organization, while maintaining one's own individualism, to drive maximum value.

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  • How Purpose, Inclusivity, & Bolstering LGBTQ+ Representation Can Lead to Business Growth

    Industry Insights   November 2, 2022  

    Brand purpose plays a significant role in influencing the purchasing decisions of consumers, particularly gen z and millennials. This younger cohort is looking for brands to be authentic and use their platforms to drive change, and impact communities, movements, and policy.

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  • SeeHer Predictive Drivers for Gender Equality Success in Advertising

    Webinars   October 12, 2022  

    In this webinar, learn more about the state of women’s representation and roles in advertising and how to drive brand choice intent and long-term brand relationships.

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  • Proactive Steps Marketers Can Take to Mitigate Recessionary Impacts on Their Brand

    Knowledge Partners   October 10, 2022  

    Marina Stuefer, senior partner at Gain Theory, shared steps marketers could take to prepare for a potential oncoming recession.

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  • Agile Marketing

    Ask the Expert Answers   October 6, 2022  

    How can I adopt an agile marketing approach in my organization?

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