Industry Insights
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9 Tips for Defining Brand Purpose
Pulse January 23, 2023Brand purpose has become increasingly critical to how a company differentiates itself, appeals to consumers, and, perhaps most importantly of all, attains a goal loftier than simply making a profit. However, the process of defining a given organization’s unique purpose can be baffling for those undertaking it.
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How Inflation Influences Travel Sentiment
Leading Edge January 20, 2023As we emerge from the pandemic, it’s only right to assume individuals will be more likely and willing to travel. According to Statista, the travel and tourism market is projected to reach $175.4 billion in 2022 and projected to grow to $211.10 billion by the year 2026. However, in this post-pandemic era, travelers have changed their sentiments drastically when it comes to travel. Trying to generate business based on pre-pandemic data may now be leading brands to target the wrong demographic.
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Why the Ad Industry’s KPIs Are Broken
Leading Edge January 20, 2023Digital advertising has moved performance to center stage, prompting marketers to consider how to best monitor and measure the effectiveness of their campaigns. Measurement has therefore become one of the most critical aspects of building a successful campaign. However, it has also remained a huge hurdle for the industry despite a wide array of advancements in digital advertising in recent years.
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6 Award-Winning Campaigns Promoting Gender Equality
Leading Edge January 18, 2023Ads that connect people to each other, and themselves, set an example and standard for all brands to show an array of how different people live. Creating and fostering inclusivity, instead of showing sameness, is a brand strategy that isn’t just about business, but human progress.
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ChatGPT: Effects on Search and Usefulness for Marketers
Pulse January 18, 2023If your team has been looking for a way to use AI more to support creative strategy, ChatGPT may actually be helpful for you. While it may seem counterintuitive to have an AI chatbot enhance creativity, the technology can help gather data, research, use the dialogue to plan campaigns and meetings, headlines, key words, copy, and images.
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Technology Is Transforming Advertising: CES Just Showed Us How
Leading Edge January 18, 2023Welcome to the future. The Consumer Electronics Show (CES) is this year’s most influential electronics and technology event. This event brought in over 100,000 attendees and 3,200 exhibitors, representing over 174 different countries.
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The Award-Winning Campaigns Highlighting Sustainable Practices
Pulse January 17, 2023The 2022 Multicultural Excellence Awards showcase and highlight campaigns that do just this. Below are some award-winning campaigns that shine a light on sustainability practices.
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4 Award-Winning Campaigns That Spoke to People with Disabilities
Pulse January 13, 2023Ads that connect people to each other, and themselves, set an example and standard for all brands to show an array of how different people live. Creating and fostering inclusivity, instead of showing sameness, is a brand strategy that isn’t just about business, but human progress.
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3 Award-Winning LGBTQ+ Campaigns
Pulse January 12, 2023The best ads are ones where people feel included, represented, and part of a larger community. For the LGBTQ+ community, who haven’t been historically included (and have faced discrimination), feeling seen in mainstream media is huge.
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How Executives Need to Rethink Brand Strategy
Leading Edge January 12, 2023The traditional brand strategy model can rarely keep pace in today's always-volatile business environment that is being driven simultaneously by financial markets, news media, special interests, elected officials, regulators, employees, celebrities, and consumers.
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The Importance of Using Multiple Data Sources When Building Direct Mail Audience Lists
Leading Edge January 11, 2023More than ever, your potential customers want to be recognized. The challenge lies in identifying just who your best potential customers are, so you can effectively target them with your direct mail campaigns.
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5 Inspiring Quotes for Marketers on Disruption
Pulse January 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. Naturally, when ANA members and other top marketers get together, the potential for a great soundbite or two is very high. For this reason, we’ll be collecting and sharing the top quotes from ANA events during each month throughout 2022.
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Excellence in Marketing to the Asian Community
Pulse January 9, 2023The 2022 Multicultural Excellence Awards shined a valuable spotlight on some of the excellent marketing being devoted to Asians, Asian Americans, and Pacific Islanders (AAPI). Below are some summaries of that trophy-hoisting work, with the full case studies accessible through the embedded hyperlinks.
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Excellence in Marketing to the Hispanic Community
Pulse January 9, 2023The 2022 Multicultural Excellence Awards celebrated some of the excellent marketing being devoted to the Hispanic community. Below are some summaries of those blue-ribbon efforts, with the full case studies accessible through the embedded hyperlinks.
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How J&J's Social Responsibility Agenda Translates to Media Decisions
Pulse January 9, 2023Adam Benaroya is director, global media capabilities + operations at Johnson & Johnson Consumer Health. He will be a speaker at the Association of National Advertisers Media Conference in February. ANA Group Executive Vice President Bill Duggan recently sat down with Benaroya for a pre-conference interview.
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Ford's Marla Skiko on Inclusion, Diversity, and Gaming
Pulse January 6, 2023Marla Skiko is Global Head of Consumer Connections, Marketing at the Ford Motor Company. She will be a speaker at the ANA Media Conference in February. Bill Duggan, Group Executive Vice President at ANA, sat down with Marla for this interview.
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5 Things That Should Guide Your 2023 Brand Strategy
Leading Edge January 5, 2023The pandemic forced brands and business leaders to acknowledge just how little control they have over the direction and rate at which their enterprises evolve. Representing the single greatest impetus for forced evolution in modern times, COVID-19 pulled the tablecloth out from under all of us. Some shattered. Some tipped over. And some stayed standing, thanks to a surer footing and better position than their counterparts.
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The Top 5 Marketing Trends for 2023
Leading Edge January 5, 2023It’s that time of year when we look into the crystal ball to get insight into trends that will impact the way business is done in the year ahead. From my perspective, I see an exciting trove of classics that when combined with newer iterations of AI and chatbots tech will really drive consumer connection. Let’s take a look.
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The Fashion Industry Needs to Reduce Its Carbon Footprint
Leading Edge January 4, 2023Current trends in fashion consumption and production cannot be maintained if the industry wants to reduce its carbon footprint. The manufacturing and logistic practices of clothing brands and their supply chain partners have environmental implications that amount to four percent of global emissions.
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What Brands Misunderstand About Influencers
Leading Edge January 4, 2023The creator economy is on fire, and brands are turning to influencer campaigns to increase their ROAS as the digital advertising ecosystem shifts and CPMs rise. Unfortunately, most brands fail to work effectively with creators and influencers.
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