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  • Inflation Shouldn’t Deflate Success: How Brands Can Deal with Rising Prices

     Pulse   February 16, 2022  

    The world is seeing price inflation on a scale that hasn’t been experienced in 40 years. While brands may be tempted to resort to their old playbooks by raising prices, cutting margins, or sacrificing quality, the amount of data and visibility that brands experience now can help manage these difficult times. Nuanced information about markets, consumers, and suppliers allow marketers to choose where and when to change prices or margins, and provide an opportunity to optimize their promotions around the products most affected. The resources below provide insight into how consumers are dealing with inflation, and how brands can positively respond.

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  • Privacy: It's About the Data!

     Ethics Issue Alerts   February 16, 2022  

    This ethics update focuses on where data privacy intersects an evolving landscape of shifts in consumer expectations, technology providers’ practices, and regulatory focus. We spotlight the trends in the industry and tools and guidance for developing a data privacy plan.

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  • 5 Effective E-Commerce Marketing Strategies Your Business Should Be Using

     Leading Edge   February 15, 2022  

    The internet has afforded its users a kind of modern convenience. Customers now turn to online alternatives to make day-to-day transactions. That’s especially true for e-commerce shops whose numbers grow every year.

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  • The Ad Industry Lost a Legend and the ANA Lost a Friend

     Leading Edge   February 14, 2022  

    Former ANA Chairman Tony Pace died earlier this week in a snowmobiling accident in Montana.

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  • The Future of Video Advertising Is Contextual and Automatic

    Leading Edge   February 14, 2022  

    2021 saw a surge in interest in contextual advertising as brands and publishers scrambled to determine how they will target and measure audiences after the imminent death of the third-party cookie on Chrome.

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  • Diversity Is Crucial to Brand Authenticity

     Leading Edge   February 11, 2022  

    Flavors like these also represent the increasing diversity across the United States. The 2020 U.S. Census showed that the Diversity Index, which measures "the chance that two people chosen at random will be from different racial or ethnic groups" is higher than ever at 61.1 percent. And for businesses — especially CPG companies — this change in the consumer base no longer makes Diversity, Equity and Inclusion (DE&I) a nice-to-have; it's now become critical to a company's growth — and even its survival. It's no wonder that "Diversity" was named by the Association of National Advertisers as the ANA 2021 Marketing Word of the Year.

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  • 5 Inspiring Quotes on Diversity & Consumer-First Marketing

     Pulse   February 8, 2022  

    ANA 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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  • Addressing Wrongs and Recognizing Excellence in Black History

     Pulse   February 8, 2022  

    Black History Month as we know it was first conceived in 1969 when Black educators and students proposed the idea at Kent State University. The following year, the event was celebrated at the school in a slightly more elongated form than we know it today, from January 2 to February 28.

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  • What Is the Best Mode of Agency Remuneration?

     Leading Edge   February 8, 2022  

    What is the best method for compensating advertising agency partners?

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  • A Glimpse at the Future of Advertiser/Agency Relationships

     Leading Edge   February 4, 2022  

    As speed increased, it became good practice to look back as we propelled ourselves forward. As we look in the rear-view mirror of 2021 and developments that shaped advertiser and agency relationships, we can get a glimpse as what’s coming ahead and best prepare ourselves. What were last year’s major drivers that made a significant difference in how advertisers and agencies collaborate with each other?

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  • CMOs Share Lessons All Marketers Can Take from Super Bowl Advertising

     Leading Edge   February 4, 2022  

    The Super Bowl and its run-up represent the premier advertising event in our industry. According to Nielsen, 19 of the 20 all-time most-watched single network broadcast spots were an NFL Championship Game.

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  • Inspiring Agencies Requires Process, Training, and Discipline

     Leading Edge   February 1, 2022  

    Over the past three years, I’ve conducted over 50 ANA workshops with leading marketers across many categories. This experience has reinforced my belief that it can take years to acquire the skills necessary to manage agencies and decades to learn how to truly inspire them.

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  • The Media Buying Risks and Safeguards Every Marketer Should Know

     Leading Edge   February 1, 2022  

    In 2022, U.S. marketers are expected to spend nearly $240 billion on digital advertising, up 57 percent since 2020. At the same time, a recent survey showed that 76 percent of advertising executives are dissatisfied with the level of transparency in the digital supply chain.

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  • How to Navigate the OTT/CTV Landscape

     Leading Edge   January 27, 2022  

    In July, Double Verify announced CTV ad fraud had dropped to 1 percent. At the end of 2021, IAS came out with their Industry Pulse report. In it they reported that buyers perceived vulnerability to CTV ad fraud dropped from 26 percent last year to 10 percent for 2022. This softly translates to buyers spending more in 2022 in this channel with confidence.

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  • Which Minorities Do We Forget When We Say 'Multicultural'?

     Pulse   January 27, 2022  

    In 2021, the ANA’s Multicultural Excellence Awards added a new category, recognizing important work in marketing to “Rising Multicultural Segments.” The inaugural winners in the category highlighted the power of marketing to reach a wide variety of communities, elevating representations of their members and even contributing to their bodily safety.

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  • How to Master Streaming TV

    Leading Edge   January 25, 2022  

    Streaming TV’s meteoric rise has taken the marketing world by storm. From jaw dropping shifts in consumer behavior, huge investments from technology firms and media sellers, to streaming TV inventory has become the hot ticket item for advertisers and agencies alike.

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  • My Agencies Drive Me Crazy and I Can’t Help Myself

     Leading Edge   January 25, 2022  

    What is it about the relationships we need most that are sometimes the most difficult? Your agency partners are critical to driving your business, so why is it so hard to work together?

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  • 2022 Marketing Cloud Best Practices

     Leading Edge   January 24, 2022  

    For modern marketing teams, the key to success lies within the ability to rapidly adapt to change. The past two years have put the agility of the marketing team to the test with the constant evolution of technology and the warp-speed pivots incited by the endemic era.

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  • 4 Tips for Converting Seasonal Shoppers

     Leading Edge   January 24, 2022  

    After the hustle and bustle of the holiday season, the first few months of the new year can be a challenging time for retail marketers. You’ve just spent significant time and effort getting customers to buy, and hopefully your strategies have paid off with strong sales.

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  • How to Leverage Automation to Negate the Impact of the Great Resignation

     Leading Edge   January 24, 2022  

    Today's employees are seeking positions that allow them to not only work remotely but also work efficiently. That is where automation comes into play.

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