Marketing Maestros | Marketing Maestros | Blogs

Demystifying Brand Purpose

Posted: Mar 17, 2021 12:00am ET BY Matthew Schwartz

The notion of “brand purpose” was creeping toward the top of the marketing agenda well before the pandemic upended the business world. But amid multiple crises wrought by the deadly virus, brand purpose has taken on a sense of urgency, with few CMOs immune from tackling the issue — and helping to define it.

Celebrities And Other Brands Lean Into Digital Intimacy

Posted: Mar 16, 2021 12:00am ET BY Bernardo de Albergaria

The pandemic has accelerated the practice of one-to-one digital relationships for all kinds of brands. The upshot: digital intimacy has become part of everyone’s professional and personal lives.

Beyond Profit Podcast: Elevating a Community of Underdogs

Posted: Mar 15, 2021 12:00am ET

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Lain Shakespeare, senior head of corporate citizenship at Mailchimp, and Kwame Taylor-Hayford, cofounder of Kin, join host Ken Beaulieu to discuss the thought process behind Big Change Starts Small and the rise of corporate citizenship.

Measurement Is Universal, and Universally Elusive

Posted: Mar 11, 2021 12:00am ET BY Paul P. Robinson

Unlocking the power of measurement, in the form of return-on-investment, key performance indicators, and other attribution, has always been the holy grail. There has never been a serious strategic conversation around any marketing program where the topic of measurement is not front and center.

The Inherent Rebellion Of Gen Z

Posted: Mar 9, 2021 12:00am ET BY Julie Lubbers

As the first digitally-native generation, gen Z has seen the world through a unique lens — their screens. They want to break from “the way things have always been done,” and they’re savvy enough to make it happen. Companies, however, often don’t know what to make of this type of behavior, and can (unintentionally) stand in the way. So, how can we conspire with this generation?

Developing an Equitable Supply Chain for Marketing and Advertising Investments

Posted: Mar 4, 2021 12:00am ET BY Bill Duggan

To assist in the development of an equitable supply chain for marketing/advertising investments, ANA and AIMM have released an updated list of “Certified Diverse Suppliers for Marketing and Advertising” and a companion resource, “Suppliers Serving Predominately Multicultural and Diverse Audiences for Marketing and Advertising, Non-Minority Owned and/or Non-Minority Certified.”

It’s Annual Check-Up Time! How’s Your Company’s Data Privacy Health?

Posted: Mar 2, 2021 12:00am ET BY Senny Boone, Lisa Shosteck

As we release the latest ANA Annual Ethics Compliance Report, reflect on 2020 and implement our plans for growth for 2021, now is the perfect time for a data check-up to see if there’s any areas that need to be tightened up and improved. So while you’re making your own annual check-ups, don’t forget to schedule an annual check-up for your company.

The Business of Talent and Rights: A Marketer’s Story

Posted: Feb 25, 2021 12:00am ET BY Melinda McLaughlin

As the media landscape increases in complexity, so too do the strict payment obligations to the performers and rights owners who bring the brand stories alive. Because talent and rights payments are intrinsically connected to where and when ads play, tracking them across our expanding digital universe is beyond what is possible using manual-heavy legacy practices.

DOOH Is On the Rise, Cookies Are Crumbling, and More

Posted: Feb 24, 2021 12:00am ET BY Andrew Eitelbach

Each month, senior editor Andrew Eitelbach rounds up the latest can’t-miss content from ANA magazine.

Beyond Profit Podcast: A Discussion with PwC’s J.C. Lapierre

Posted: Feb 24, 2021 12:00am ET

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu catches up with PwC's J.C. Lapierre, a driving force behind PWC’s efforts to make purpose a priority across the firm and with all stakeholders, to discuss the company’s purpose, its D&I efforts, how the company is driving positive change, and more.