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  • REGGIE Awards Recognize Excellence in Holiday and Seasonal Marketing

    Industry Insights   May 25, 2022  

    Seasons and holidays offer marketers opportunities to craft messages that chime with the cultural moment and thereby resonate more widely. Just think how a few animated polar bears not only made Coca-Cola more visible during the holiday season, but indeed made us anticipate the brand’s appearance on our TV sets from year to year whenever the snow began to fall.

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  • To Spur Change, CMOs Need More Managerial Discretion

    Industry Insights   May 19, 2022  

    CMOs cite a lack authority when their companies enter foreign markets, and they feel frustrated by the experience, according to a recent study. But chief marketers can play an instrumental role for brands that are expanding their global footprint — if senior management has the will to provide more managerial discretion.

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  • 5 Marketing Leaders on the Future of Marketing

    Industry Insights   May 5, 2022  

    ANA events bring together some of the smartest and most-talented marketers in the industry to share insights and best practices that help ANA members get the most out of their own marketing efforts.

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  • Your Customers Want ESG to Change the World

    Forward   April 28, 2022  

    In the past, purpose in marketing might have been seen as a lever to increase brand perception and consumer preference, or only pursued if it was natively part of the company’s mission. Now, a commitment to societal issues or putting accountability at the core of one’s brand are no longer a bonus or a nice-to-have, a new report from Bloomberg Media finds — they are an essential part of doing business.

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  • The Secret to Successful Internal Initiatives? Treat Them Like Marketing Campaigns

    Industry Insights   April 25, 2022  

    These days, the need for business leaders to break down silos doesn’t just apply to traditional and digital marketing departments or cross-channel attribution initiatives. Rather, today’s brands need to be fundamentally rethinking how they define, position and message against their purpose — both externally and internally.

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  • Brand and Sustainability: The Planet, People, and Society

    Ask the Expert Answers   April 13, 2022  

    How are brands embracing and promoting sustainability?

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  • Eight Reasons Why Brand Purpose Fails

    Industry Insights   April 12, 2022  

    Organizations hoping to pursue a brand purpose that focuses on more than mere lucre frequently have the best of intentions; however, those good intentions don’t prevent many efforts at brand purpose from failing. Guests on the ANA Center for Brand Purpose’s Beyond Profit podcast often reflect on the sources of such failure, and below are eight of the causes that they identify. Those championing brand purpose in their organizations will find the following quotes helpful in their own efforts as cautions against common pitfalls.

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  • 8 Attributes of Purposeful Brands

    Industry Insights   April 11, 2022  

    It has become rather trendy to question — or even speak out against — the value of brand purpose. That mountain of studies from trusted sources about consumers preferring to support, buy from, and work for purpose-led brands? Overblown and misleading, the skeptics say. The idea that a deeply embedded purpose can drive business strategy and operations, improve organizational culture, and lead to solutions that address societal issues? Perhaps, but at what cost to the business in time and effort? The notion that purpose can spur sales, business growth, and competitive advantage? Oh, please.

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  • 5 Marketing Leaders on Ethical Marketing

    Industry Insights   April 7, 2022  

    ANA events bring together some of the smartest and most-talented marketers in the industry to share insights and best practices that help ANA members get the most out of their own marketing efforts.

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  • Keep Colors Bright All Year Long: How to Avoid Rainbow Washing Your Pride Marketing

    Pulse   April 6, 2022  

    Marketing to any demographic includes looking at sets of trends and profile basics to craft a message that will reach them most effectively (the explosion of articles discussing "marketing to millennials" is an easy way to see this in action). The issue with reducing groups of a similar generation, race, or preferences to a target on a marketing calendar, however, is that it forgets the individual, and betrays strong consumer preferences for personalization.

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  • Industry Leaders Reflect on Brand Purpose as a Competitive Advantage

    Industry Insights   March 17, 2022  

    We might sometimes be tempted to think of brand purpose as something that organizations pursue strictly out of altruistic motives. However, the power of brand purpose lies in its ability to drive all aspects of a business and galvanize the workplace.

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  • Who's on First? Party Data Efficiency in the Wake of the Cookie's Demise

    Pulse   March 16, 2022  

    As the news of the cookie’s so-called demise has spread far and wide (and we’ve previously discussed here), there have been a number of potential strategies laid out for marketers looking to navigate this brave new world. While further leveraging influencers or re-designing loyalty programs have emerged as two possibilities, we’ve also witnessed a natural tendency to focus on party data above all. This makes sense, as it’s the “death” of third-party data (in reality, privacy regulation barriers) that prompted a re-examination of how to properly use consumer data in the first place. Enter (or, re-enter, as it may be) first- and zero-party data, best explained by this chart from Cheetah Digital:

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  • Meeting Global Demands with Your In-House Agency

    Event Recaps   March 15, 2022  

    Mandy Janicki spoke about her journey of regionalizing UL's Creative Studio team and discussed what she learned from her designers, copywriters, and clients. Tracy Miller walked through UL's regional design strategy and discussed the outcomes of her team's research as well as next steps.

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  • Meeting Global Demands with Your In-House Agency

    Session Videos   March 15, 2022  

    In this video, Mandy Janicki spoke about her journey of regionalizing UL's Creative Studio team and discussed what she learned from her designers, copywriters, and clients. Tracy Miller walked through UL's regional design strategy and discussed the outcomes of her team's research as well as next steps.

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  • Can Advertising Be Just as Sweet Without Third-Party Cookies?

    Industry Insights   March 14, 2022  

    Under pressure from privacy advocates and regulatory bodies, major browsers such as Google Chrome and Apple Safari are expected to phase out these tiny nuggets of behavior-tracking code by 2023. Media companies are working on more privacy-compliant alternatives. But it’s unclear whether any of these options will attract enough industry backing by then to truly help marketers deliver personalized advertising experiences to consumers.

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  • Crisis in Ukraine: How the Industry Is Responding

    Pulse   March 9, 2022  

    Russia’s invasion of Ukraine has sent shockwaves throughout the world; and with so much information sent digitally today, the events have been unfolding in real-time with no filter, and often with no commentary. People around the world are looking for a response from those with the power of global conversation, and brands are naturally part of this.

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  • What Brands Can Learn From Bath & Body Work’s Failed Attempt to Celebrate Black History Month

    Industry Insights   March 4, 2022  

    Many brands use Black History Month as an opportunity to highlight black creators, and celebrate black culture. However, some brands miss the mark by launching campaigns that lack cultural sensitivity, authenticity, and genuine effort and only appear to pander to Black people.

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  • Programmatic Media Transparency — Leveling the Playing Field

    Event Recaps   March 4, 2022  

    The ANA, PwC, and TAG Trustnet discussed the continuation of an in-depth study into the programmatic media supply chain with the objective of supporting brands in optimizing their investment into their own supply chains.

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  • The Media Industry Talent Crisis

    Event Recaps   March 4, 2022  

    What is it that is keeping young talent from entering into and veteran talent from remaining in the media industry, and what are some potential solutions to this problem? A panel of leaders from various disciplines within media convened to discuss these questions and more.

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  • The Real Story Behind the Death of FLoC

    Industry Insights   March 4, 2022  

    Here we go: Google is disrupting the trajectory of the industry yet again. The Federated Learning of Cohorts (FLoC), and with it the controversial cohort concept, is buried. "Topics" is now the future — at least for now, as the implementation remains complex and the added value compared to other solutions is no longer obvious to many.

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