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  • Beyond Profit Podcast: A Discussion with Mastercard CMO Raja Rajamannar

     Blogs   April 5, 2021  

    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Raja Rajamannar, CMO at Mastercard, joins host Ken Beaulieu to discuss his brand's focus on purpose, the key takeaways from his book, "Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers," and the lessons he's learned as a giant of the marketing industry.

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  • Digital Advertising Needs More Humans and Less Tech

     Blogs   April 1, 2021  

    Digital advertising is enthusiastic about technology, and for good reason. Automation and optimization are useful, but one wonders: have we erred on the side of eliminating the human factor when designing and executing advertising initiatives?

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  • Start Selling to Fully-Formed Adults — Stop Trying to “Be Like the Cool Kids”

     Blogs   March 30, 2021  

    The most compelling case for putting age and sex demographics happily in our rearview mirror is the lukewarm sales and profit results from hundreds of U.S. marketers over the last ten years that fully flung their brands at any and every consumer under 36 years of age — you know, the "cool kids."

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  • Attention, Oral Health Advertisers: TikTok Has Brand Safety Issues

    Blogs   March 24, 2021  

    Oral health brands should be wary of brand safety issues on TikTok spurred on by strange and dangerous trends, such as teens filing their own teeth and gluing on fake vampire fangs. Dr. Kami Hoss, founder and CEO of The Super Dentists, explains her concerns.

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  • Driving Digital Commerce with TV: Sports Betting and Online Shopping

     Blogs   March 23, 2021  

    While linear TV remains the most valued video platform by advertisers because of its brand-safe premium content, TV ads should also get credit for driving digital commerce, including online search and purchases. TV may not be as trendy as digital, but the fact remains that it really works — and can work hard for marketers.

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  • A Tangled Web

    Blogs   March 22, 2021  

    This year already has been an ominous one on the tax front for advertisers. Digital advertising taxes have proliferated. At least eight states are presently considering adopting a digital or general ad tax law.

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  • Unwinding the Creative/Media Agency Split

     Blogs   March 18, 2021  

    Creative and media silos have not fared well in our digital age. Creative remains divorced from media in most companies, leaving the performance marketing team with limited access to the infinite number of versions of each ad that they need to make their media plans work.

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  • Demystifying Brand Purpose

     Blogs   March 17, 2021  

    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.

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  • Celebrities And Other Brands Lean Into Digital Intimacy

     Blogs   March 16, 2021  

    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.

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  • Beyond Profit Podcast: Elevating a Community of Underdogs

     Blogs   March 15, 2021  

    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.

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  • Measurement Is Universal, and Universally Elusive

     Blogs   March 11, 2021  

    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.

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  • The Inherent Rebellion Of Gen Z

     Blogs   March 9, 2021  

    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?

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  • Developing an Equitable Supply Chain for Marketing and Advertising Investments

     Blogs   March 4, 2021  

    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.”

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

    Blogs   March 2, 2021  

    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.

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

     Blogs   February 25, 2021  

    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.

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

     Blogs   February 24, 2021  

    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.

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

     Blogs   February 24, 2021  

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

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  • The New Normal and the New Commerce Marketing

    Blogs   February 23, 2021  

    In a year of social distancing and incredible disruption the world of commerce has transformed at a pace not seen before. This needed revolution has positioned marketers doing commerce marketing — whether in shopper, digital, social, retail or e-commerce — in a more indispensable role and with greater visibility throughout the organization than ever before.

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  • Looking at the Big Picture for Content Marketing

     Blogs   February 18, 2021  

    Not long after “content marketing” became widely adopted among brands in the mid-2000s, the channel was referred to in somewhat regal terms. But while the discipline commands a growing amount of marketing budgets, brands continue having a tough time measuring the channel, not to mention crafting a dedicated strategy.

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  • Mobile Acquisition on Location: 3 Brands Using Geo-Conquesting to Win New Customers

     Blogs   February 18, 2021  

    What if you could advertise to prospects when they were actually in your competitors’ retail locations? Here are 3 brands doing exactly that and how you can, too.

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