Industry Insights
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Brand Purpose Should Be the Focus of Influencer Programs
Leading Edge April 27, 2023Coming on the heels of the social media uproar that followed Bud Light’s partnership with a trans influencer, marketers everywhere are taking stock of the role that brand ambassador programs play within their broader branding strategies — and understandably so. As with so many elements of marketing and advertising, a brand ambassador program isn’t just an outreach tool anymore. It’s a statement of values — and brands need to ensure theirs match up with their actions.
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Is Your Client-Agency Relationship on the Rocks?
Leading Edge April 27, 2023Do you get the feeling things aren’t what they should be with your agency relationship, that something has gone wrong? Has some of the love been lost?
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Ad Tech Doomsday Gut-Check: Dissecting 4 Dire Outlooks
Leading Edge April 26, 2023It’s scarcely spring, and 2023 has already delivered its share of ups and downs to the advertising industry. Due to the prevailing socioeconomic conditions around the world, businesses are being cautious about their investment and growth predictions for 2023. Consequently, the upcoming year is expected to witness intriguing developments in ad spending, audience behavior and first-party data.
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Effective Thought Leadership Is Only as Strong as This Relationship
Leading Edge April 26, 2023In an era when every brand has a story to tell — and countless platforms on which to tell them — it has never been more important to get those stories right. Audiences have come to expect it. Whether they are average consumers or C-suite executives, they need brand stories to be useful. They want stories that enlighten or educate, not promote or sell.
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3 Ways Software Is Fueling Localized Marketing at Scale
Leading Edge April 21, 2023Some translation experts describe the mission of translation as restoring the Tower of Babel: All the peoples of the world speaking in one tongue without cultural differences to constrain communication. Machine translation and automation appear to bring organizations closer to this reality. Plug all a company’s communications into a translation engine, and a company can speak to everyone around the world in their own language.
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Can This Client-Agency Marriage Be Saved?
Leading Edge April 20, 2023At some point as a client, you may find you are not getting the quality or type of work you need from your agency. Or maybe your needs are evolving and changing. So, if that’s the case, it’s time to go into a full-on agency review, right?
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How Startups Can Sustain Success & Growth During a Recession
Leading Edge April 20, 2023With 50 million new startups launching every year, the competition to succeed — and then show sustained value — is fierce. It’s no secret that IPO activity dropped dramatically in 2022 — largely in part, due to rising inflation concerns and the looming recession.
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UCLA’s 2022 Hollywood Diversity Report Illustrates the Impact of Diversity Across the Film Industry
Pulse April 19, 2023According to UCLA’s 2022 Hollywood Diversity Report, there is a strong relationship between diversity in films and box office performance. The study found that diverse cast, writers, and directors can lead to commercial and red-carpet success, and that minorities often make up a disproportionate number of moviegoers.
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Why Focusing on ChatGPT Will Lead Marketers Astray
Leading Edge April 19, 2023We’re now living in a time when artificial intelligence (AI) has become a part of many of our daily lives – and it’s only the beginning. ChatGPT, a generative AI chatbot developed by OpenAI late last year, is now widely available and has opened the floodgates to what’s possible. Just weeks after launching, ChatGPT attracted a jaw-dropping 100 million users and became the fastest-growing consumer application in history.
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Agile Marketing: The Perfect Marketer Is Over
Leading Edge April 18, 2023In today's fast-paced digital landscape, we challenge marketers to deliver near-perfect results by maximizing our campaign's return on investment (ROI). The constant pressure to produce exceptional outcomes has limited marketers' ability to experiment, learn, and grow; thus ultimately constraining our potential.
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The ANA Sustainability Collective: Industry Update
Leading Edge April 17, 2023As sustainability becomes more common to marketing practices across the U.S. and the globe, the question of how to drive growth remains central. At the ANA, we believe sustainable, inclusive marketing practices are a significant growth driver for organizations across industries. We also believe marketers and their supply chain partners have a responsibility to drive positive impact on people and planet alongside business growth.
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A CMO’s Guide to Zero-Party Data
Leading Edge April 12, 2023By now, almost every CMO should have a mandate to acquire more first party data (if not, please call me ASAP). The impending doom of a cookieless future, coupled with iOS changes already in effect, and endless changes to privacy regulations, have marketers scurrying to solve how their brands will reach consumers effectively and in a personalized and relevant way.
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Marketing Automation Is a Cost-Effective Paradigm Shift
Leading Edge April 12, 2023Marketing automation has all too often been looked at as a “nice to have” for companies. Yet, those exact same companies often find reasons to complain about organizational inefficiency and its pressures on their balance sheets. In stating the obvious that protecting margins is truly paramount for brand marketers, while improving performance and service levels, then automation would seem to be a “must have” that is central to resource allocations.
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Getting the Most from Your Inside Sales Team
Leading Edge April 11, 2023The inside sales team is not the same as it was a few years ago. The importance of field sales and the opportunity to influence buyers through one point of human contact with the customer has been declining for years, and COVID-19 accelerated that trend. Three trends are driving significant changes in how inside sales teams are configured and deployed and resulting implications.
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Sustainability and Marketing Earth Day & Beyond
Pulse April 11, 2023Tips for sustainable marketing
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5 Inspiring Quotes on Leading with Purpose
Pulse April 10, 2023ANA 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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Mastering the In-House Agency Evaluation
Leading Edge April 10, 2023How do you currently measure the health of your relationship with your in-house creative teams? As with any good working partnership, it’s important to set expectations and monitor progress and achievements.
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Is Your Influencer Marketing Program Compliant?
Leading Edge April 7, 2023In 2022, advertisers spent over $16 billion globally on influencer marketing, an 18.8 percent increase over the prior year. Fueling the growth of this sector is the purported return on investment, which claims an average of $5.20 for every $1.00 invested, according to Influencer Marketing Hub.
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A Q&A with Co-Host of ANA Advertising Financial Management Conference
Leading Edge April 6, 2023The ANA Advertising Financial Management Conference is an event that brings together marketing and procurement professionals to discuss the latest trends and challenges facing the industry. The ANA previously announced the co-chairs for the 2023 ANA Advertising Financial Management Conference, which includes Katherine Freeley, global head media and digital, procurement at Novartis.
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Spring into Your Marketing Campaigns with Green Tips for Earth Day and Every Day
Ethics Issue Alerts April 6, 2023As we approach Earth Day, April 22 2023, it is a good time to act as businesses, organizations, and consumers to maximize our limited resources, reduce our carbon footprint, and build trust in our industry as one that respects the environment.
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