Industry Insights
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Prioritizing the Digital Health Care Experience
Leading Edge August 25, 2022The Inflation Reduction Act, recently signed into law, will reshape many aspects of the health care industry, and should heighten the sector’s focus on access, innovation and virtual care.
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Tips To Attract and Retain the Best Agency Talent
Leading Edge August 25, 2022No doubt we’ve all grown weary from reading endless articles about the current talent drain in agencies. It is tiring, and quite frankly, depressing to constantly read about broken agency models. Staff turnover. The great resignation.
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Circular Economy
Pulse August 24, 2022What is a circular economy? A circular economy aims to reuse its waste in a sustainable system of production and consumption. It’s an improvement on the old-fashioned, awful-sounding “take-make-waste” linear business model that begins by extracting resources from the earth and ends with piles of waste in a landfill. It’s a model that—you guessed it—goes full circle to minimize both resource use and waste production.
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Embracing the Role of a Servant Leader: A Hershey Case Study
Leading Edge August 24, 2022A job change from direct procurement at TE Connectivity to marketing procurement at The Hershey Company has been one of the steepest learning curves of my career. I had fantastic mentors and teachers in David Donnelly (still at Hershey), Tracy Allery (now at Nestlé), and the staff at Cortex Media, who were all instrumental in helping me to learn media, but more importantly, to navigate the paradigm shift from being a direct budget owner to an indirect influencer.
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Five Proven Tactics for Leveraging Big Data
Leading Edge August 24, 2022It's not how much data you have, it's how you use it. Marketers all know what a cliche that is, but we can also agree that the first-party data we collect has the potential to create great omnichannel experiences for your current and future customers that improve your business’s bottom line.
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Spend for Your Goals, Not Your Budget
Leading Edge August 19, 2022Marketing budgets have always been difficult to receive and maintain, but it may be time for marketers to take a closer look into how they are actually being spent. Common practice dictates that media budgets are both granted and spent around the beginning of the year.
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Trade Groups Collaborate on Guidelines to Help Buyers and Diverse Media Suppliers Strengthen Partnerships
Leading Edge August 18, 2022Over the past six months I've had the pleasure of working with industry colleagues on guidelines to help buyers (agencies and marketers) and diverse media suppliers improve their ways of working together.
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The Procurement Opportunity: Process Improvements
Leading Edge August 17, 2022ANA recently released the report, “Procurement 2022: The Good, the Bad, and the Ugly.” The work measures the perception of marketing procurement among three constituents: procurement, marketing, and agencies. While procurement has a positive perception of itself, agencies generally do not. Marketing, meanwhile, has a better perception than agencies yet it’s clear they believe there is much room for procurement’s improvement.
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3 Steps to Standardize Measurement in Influencer Marketing
Leading Edge August 15, 2022Influencer marketing is growing fast, and the desire to standardize measurement is growing alongside it. The Interactive Advertising Bureau and the Association of National Advertisers are exploring standards to measure the impact of influencer spend, which will be key to evolving the channel as it takes a regular role in the mix alongside search, display, TV, and other advertising staples.
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5 Inspiring Quotes on Brand Expression & Positioning
Pulse August 10, 2022ANA 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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A True and Open Partnership: A Warner Bros. Discovery Case Study
Leading Edge August 10, 2022In July ANA released the report, “Procurement 2022: The Good, the Bad, and the Ugly.” In that report, Sebastien Slek, executive director, global sourcing marketing at Warner Bros. Discovery contributed the following case study.
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A Global Marketing Executive's Perspective on Brand Versus Performance Metrics
Pulse August 9, 2022Emily Culp, a global marketing executive, former CMO of Keds, and Board Member at Mizzen + Main and Stio & Cordial, recently sat down with the ANA’s Michael Berberich, Senior Director of Content & Marketing, to discuss her views on brand vs. performance metrics and how marketers can make the right decisions for their brand.
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How Brands Are Fighting Ad Fatigue with New Creative Strategies
Leading Edge August 5, 2022Brands are somewhat obsessed with audience targeting, to the detriment of ad creative. Nielsen has long held that creative is responsible for about half of a campaign’s overall performance, with targeting much lower.
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B2B Going Green
Pulse August 4, 2022If the peril currently faced by the planet was not enough to impress upon marketers the importance of sustainable business practices, they have had that importance underscored for them by one of their industry’s leaders, namely, Marc Pritchard. ANA magazine has quoted the chief brand officer of Procter & Gamble insisting that "marketing is in a state of disruption, and people expect more from brands and companies. They expect us to do good for society and for the planet. Brands really have the opportunity and responsibility to step up and do good — and do so in a way that's good for growth."
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Now Is the Time for Brands to Clean Up Their Ad Supply Chain
Leading Edge August 3, 2022More than halfway through 2022, the world is still feeling the effects of global supply chain issues. These woes are impacting the production of everything from planes to cars to Halloween candy. Every time an industry is hit with supply chain slowdowns, there is a trickle-down effect in ad spend.
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Procurement’s Definition of Value Must Be Maximum Growth and Impact
Leading Edge August 3, 2022Last week ANA released the report, “Procurement 2022: The Good, the Bad, and the Ugly.” One of the most fundamental debates about procurement is their definition of value. Is it lowest cost or maximum growth and impact? In the new report we asked procurement, as well as marketing and agencies, “Please indicate where on the continuum below the marketing procurement group stands in terms of its definition of what constitutes value.”
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How Automation and AI Can Enhance Customer Experience
Leading Edge August 2, 2022Across all industries, most successful companies now rely on artificial intelligence (AI) to streamline their operations. For example, the automation of business processes has enabled companies to perform more tasks in less time, resulting in lower labor costs, increased output, and higher profit margins. At the same time, machine learning and AI-driven analytics have made it possible for organizations to make more informed and effective marketing decisions based on high-level insights pulled from data.
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How to Tailor Your DTC Website to Attract & Convert the Modern Consumer
Leading Edge August 2, 2022As a DTC business, your brand’s website is the very heart of your operations. It introduces prospects to your products, showcases your brand, and keeps your shop up and running 24/7 — no matter where your customers are based.
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The Rise of Retail Media Networks
Leading Edge August 2, 2022Retail media networks (RMNs) are becoming essential to the modern digital marketing landscape. These advertising platforms run on the digital properties of specific stores, allowing brands to reach consumers near the closest point of sale. For example, a brand like Lay’s or Tostitos can leverage a grocery chain’s RMN to advertise to consumers searching for snacks on the retailer’s website or app.
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How D2C Brands Can Leverage Influencers and Affiliate Marketing
Leading Edge August 1, 2022As D2C brands enjoy hyper-growth mode thanks to consumers’ increasingly digital habits, savvy marketers are looking to influencers and affiliate marketers to expand their reach. The key to running a successful campaign, regardless of which method you choose, is simple: design it around your goals and customers, and the results you desire will follow.
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