Event Recaps
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How Data-Driven Creative Powers Better Direct Marketing Results
Event Recaps January 28, 2021Scott Harvey of direct marketing agency Quad explained the data-based approach of using behavioral profiles and virtual testing, and how it helped a national department store chain increase response rates, sales value, and average order size.
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New ANA Agency Search and Selection Playbook
Event Recaps January 28, 2021The agency search and selection process takes a lot of planning, meeting time, and strategic focus. The Agency Search and Selection Playbook is a four-part playbook — written exclusively for ANA members — covers all the stages of the agency search and selection process, including how it should be handled during times of national crisis such as a pandemic. Join us as the author of this new playbook guides us through the playbook, zeroing in on the common pitfalls and lessons learned.
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Diverse Suppliers for Marketing and Advertising
Event Recaps January 26, 2021Finding diverse suppliers for marketing and advertising services is a challenge. When ANA issued its report in May, we committed to a deeper dive into supplier diversity, and specifically promised to curate a list of diverse suppliers that work in our industry. In June, our initial list of certified diverse suppliers was released. Also in June, ANA/AIMM, published an open letter titled, “ANA/AIMM Commitment to Equality, Inclusion, and Systemic Change.” The letter called for the development of an equitable creative supply chain through strategic investments in agencies, broadcasters, suppliers, and producers owned or run by Black, Hispanic, Asian, Indigenous, and LGBTQ+ people, and people with disabilities. In December, the most recent list of Certified Diverse Suppliers for Marketing and Advertising was issued, totaling 186 companies. This session will provide an update on our initiative to identify diverse suppliers for marketing and advertising.
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How a Consulting Firm Adopted ABM
Event Recaps January 26, 2021The consulting firm West Monroe shared its experience adopting ABM, providing an overview of the methodology and an example of a hypothetical customer journey.
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Supplier Diversity: A Call to Action
Event Recaps January 26, 2021Simona Rabsatt Butler of Visa and Sydni Craig-Hart of Smart Simple Marketing highlighted important findings from an ANA report titled “The Power of Supplier Diversity.”
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The Power of Supplier Diversity
Event Recaps January 26, 2021Supplier diversity is part of the “trifecta,” alongside diversity and inclusion and multicultural marketing. According to a recent ANA report, 75 percent of members have a supplier diversity strategy for the organization overall; 40 percent have a supplier diversity strategy specifically for marketing/advertising. This report is unique given its perspective on marketing, which may be the last uncharted territory for supplier diversity professionals. It provides an understanding of the benefits, challenges, spend, goals, and measurement of supplier diversity.
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Road Racing Reimagined
Event Recaps January 25, 2021In these uncertain times, New York Road Runners (NYRR) has continued to provide new opportunities and value to its runners, sponsors, and partners through its emerging platforms, increased connectivity, and brand building.
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The Effect on Sponsorship After the Pandemic
Event Recaps January 25, 2021Nestlé USA discussed how both the pandemic and the "rush" to digital properties has fundamentally changed the brand's expectations of their sponsorship and partnership marketing efforts.
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Brand Activation Legal Committee: January 2021
Event Recaps January 18, 2021For January’s meeting, attorneys from Barnes & Thornburg provided updates on recent false advertising cases, NAD matters, and FTC activity.
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Brand Activation Legal Webinar: December 2020
Event Recaps December 17, 2020For December’s meeting, Edward B. Chansky and Erica L. Okerberg from Greenberg Traurig, LLP discussed how anti-wagering and gambling laws create challenges for online games regardless of skill.
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How Machine Learning Is Transforming Marketing
Event Recaps December 17, 2020Sam’s Club shared the steps that it took to adopt marketing practices that were guided by data science and that capitalized on machine learning.
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How to Superpower Customer Experiences in B2B
Event Recaps December 17, 2020In this session, get actionable intelligence and comprehensive insight into what adds value to the B2B buyer’s experience — on a personal and professional level.
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TESTING THE TRIED AND TRUE TO STAY RELEVANT WITH YOUR PROJECTS
Event Recaps December 17, 2020Over the course of several years, Longwood Gardens and Elliott Marketing utilized the acquisition campaign to test these and other scenarios. Some answers reaffirmed long-held understandings, but there were some surprises. The findings have allowed Longwood to be more efficient and targeted in their campaigns, and, overall, have a more successful acquisition.
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Turning Customer Pain Points into a Billion Dollar Win with Advanced Analytics
Event Recaps December 17, 2020In 2017, the Zillow Group was at a strategic crossroads and needed to identify new opportunities to keep meeting growing customer expectations for on-demand online-driven experiences.
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Unlock the Agile Framework That Will Transform Your Marketing
Event Recaps December 17, 2020Neustar’s Marc Vermut discussed how marketers can build an agile, analytics framework that will help their businesses thrive with confidence.
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A Diversity Report for the Advertising/Marketing Industry
Event Recaps December 14, 2020In 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, 2020When it comes to TV advertising, research from A+E Networks Strategic Insights shows that marketers are missing a big opportunity by not targeting 55-plus individuals.
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Innovate or Die: The Choices Legacy Brands Must Make
Event Recaps December 11, 2020Andrew Long, head of marketing at Simmons, highlights successes and lessons learned from the mattress giant’s total rebrand, done to connect with gen Z consumers who were buying their mattresses from marketplaces where Simmons was virtually invisible prior to this campaign.
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Anheuser-Busch's Journey To Buying TV On Attention
Event Recaps December 10, 2020Paolo 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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Activating Brand Purpose During COVID-19
Event Recaps December 9, 2020Marissa Solis from Frito-Lay shared how the company and its brands brought joy and relief to consumers during the COVID-19 pandemic through purpose-driven activations while prioritizing authenticity.
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