Industry Insights
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Advertising Week 2022: This Year’s Expected Trends
Leading Edge September 2, 2022Advertising Week is a time for the industry to explore the shifting possibilities of advertising and serves as the ultimate networking opportunity. The U.S. event will be held in New York City, offering a collection of seminars and workshops where competitors can come together for debate and discussion alongside cultural icons to re-inspire the industry.
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3 Takeaways from R3’s "Digital Performance in Luxury" Report
Pulse September 1, 2022In its new report, “Digital Performance in Luxury,” R3 observes that “luxury marketers have to balance their traditional foundations with new market dynamics that reward mass relevance and immediacy.”
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To Be or Not to Be — Is it Truly Anonymized Data?
Ethics Issue Alerts August 31, 2022In recent years, consumer privacy has garnered a lot of attention and scrutiny from legislators and regulators. The latest alarm has been sounded by the Federal Trade Commission (FTC) regarding business practices involving anonymized data.
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The Latest Trends When It Comes to Hybrid and Remote Work
Pulse August 30, 2022Paul Flaharty, executive director of the marketing and creative practice area at Robert Half, spoke to ANA recently about the latest hiring and retention trends. The company released finding from a recent survey it conducted (How Remote Work Is Impacting Productivity: 5 Trends For Dispersed Teams - Jul 6, 2022 (roberthalf.com).
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How Can You Raise Brand Awareness Using OOH?
Pulse August 29, 2022Brian Rappaport, CEO of Quan Media Group, spoke to the ANA about how OOH (out of home advertising) is a critical way for these brands to reach their target audiences, raise their brand awareness and make a big impact, often at a lower cost. Quan, which is an OOH agency, has worked with DTC brands like Casper, Zelle, Capsule, OpenTable, and FreshDirect.
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3 Key Takeaways from Jebbit’s 2022 Consumer Data Trust Index
Leading Edge August 25, 2022The Consumer Data Trust Index issued by Jebbit for the first half of 2022 highlights several factors that are contributing to upheavals in how consumers allocate their trust among businesses. These factors included the following:
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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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