g Industry Insights | Marketing Knowledge Center | ANA
Log in Search

Industry Insights

  • How These Nonprofits Pivoted During the Pandemic

    Leading Edge   March 5, 2021  

    The word “pivot” has become an all-too familiar part of our shared lexicon over the past COVID-plagued year. Nor have “pivots” been something that we only talked about; they’ve been an indispensable part of the way that we’ve conducted our lives and business.

    view

  • Verzuz TV: How Two Legendary Producers Created a Brand from Celebrating Black Music During a Pandemic

     Leading Edge   March 2, 2021  

    Finding business success in the midst of a pandemic can be difficult, particularly for companies in the live event space. Brands that have been able to survive were able to successfully transform live events into virtual experiences.

    view

  • Remote Work Is Here to Stay — But It Requires Empathy

     Leading Edge   February 22, 2021  

    A year into the pandemic, one thing hasn’t changed for office workers: remote work. Working from home isn’t just a “phase” but a way of life now; and many love it. It’s become the new norm, even for those with reservations. However, while work from home is an undeniable part of the future, it requires empathy from companies — and a reworking to how businesses operate structurally.

    view

  • Mobile Acquisition on Location: 3 Brands Using Geo-Conquesting to Win New Customers

     Leading Edge   February 18, 2021  

    What if you could advertise to prospects when they were actually in your competitors’ retail locations? Here are 3 brands doing exactly that and how you can, too.

    view

  • Marketing When Channels Blur: Put the Message, Not the Medium, First

     Leading Edge   February 2, 2021  

    Marketers must think flexibly when allocating budgets instead of rigidly assigning them to channels such as video, radio, OOH, social media, and so on. If 2020 taught us anything, it’s that we need to be agile as conditions quickly change.

    view

  • One Thing Marketers Can Do to Mitigate Advertising Risk

     Leading Edge   December 29, 2020  

    Chances are, in 2020 your advertising budgets were slashed in response to your organization’s fiscal response to COVID-19. What is the “one thing” that marketers can do to improve the effectiveness of their advertising investment and to simultaneously mitigate risk?

    view

  • What We Learned, Where We Go

     Leading Edge   December 16, 2020  

    Nearly 300 CMOs, representing thousands of the world’s top brands and combining more than 50 percent of all global advertising and media spending, gathered to commit to a common agenda for growth and good.

    view

  • ANA 2020 Marketing Word of the Year

     Leading Edge   December 14, 2020  

    “Pivot” has been selected by our members as the ANA 2020 Marketing Word of the Year.

    view

  • Looking Ahead, Strategies for Transitioning Events from Virtual to Hybrid

     Leading Edge   December 9, 2020  

    We can all agree that we've experienced a little bit of adversity and heartache in the past few months, and in many ways. John Woo and Jeff Youngs of GES, an ANA Thought Leadership Partner, share some silver linings and learnings from their experiences in pivoting to virtual events.

    view

  • How to Create the Best Holiday Ads

    Leading Edge   December 4, 2020  

    The holiday season is here. While 2020’s holiday season is, and will, look different from years past, that fact doesn’t lessen the need for inspirational advertisements, messaging, and narratives to connect us through themes of love, family, and giving.

    view

  • How the 2020 Presidential Election Has Affected Advertising

    Leading Edge   October 30, 2020  

    Election seasons are a pivotal and challenging time for brands. Finding the right cadence, tone, and ability to engage and connect with consumers is a hard balance to achieve. It’s far easier to isolate and alienate consumers than it is to speak authentically on a universal level.

    view

  • Outdated Client-Agency Agreements Pose Risks to Advertisers

     Leading Edge   October 27, 2020  

    If the contract between your organization and its advertising agency(s) has an effective date prior to January 1, 2017, you may be at risk. Not unlike fresh produce, dairy products, meat, medicine, or even beer, contract language is perishable.

    view

  • AI Can't Stand Alone for Brand Suitability: People Play a Vital Role

     Leading Edge   October 20, 2020  

    Advertisers and brands are naturally frustrated when their ads are aligned with unsuitable or irrelevant content — a situation that occurs with alarming frequency. What’s frustrating to many marketers is that AI is supposed to proactively prevent these kinds of catastrophes. Why hasn’t AI fixed this problem yet?

    view

  • Deciding When to Conduct an Agency Search

     Leading Edge   October 16, 2020  

    You’re thinking you need a new agency. Have you thoroughly assessed what’s gone wrong in the incumbent relationship? Weighed the cost-benefit of conducting an agency search? Identified the right agency resources in an evolving agency landscape? This playbook answers these questions and many more.

    view

  • Organizing for an Agency Search

     Leading Edge   October 16, 2020  

    You’ve decided you want a new agency. Who should be on your search team? What should the timetable be? What should your initial agency screening criteria be? This playbook answers these questions and many more.

    view

  • Selecting a New Agency

     Leading Edge   October 16, 2020  

    You’ve decided you want to search for a new agency. But how, exactly, do you go about the process of identifying a group of agency candidates and then selecting a winner in a way that’s both efficient, cost-effective, fruitful — and painless? This playbook will show you the way.

    view

  • Conducting an Agency Search During a Crisis

     Leading Edge   October 15, 2020  

    You’ve decided your plans to conduct a search for a new agency need to move forward despite a national emergency such as a pandemic. How do you hold credentials and pitch meetings remotely? How do you evaluate the chemistry with agency search participants? This playbook answers these questions and many more.

    view

  • Amid the Uncertainty, There’s Room for Levity in Ads

     Leading Edge   October 13, 2020  

    When the coronavirus began to spread in late March, most brand advertising took on a somber tone. At the time, the messages seemed to resonate with consumers. But as the crisis unfolded, people’s appetite for ads that emphasized the impact of the virus started to wane.

    view

  • How Diversity and Inclusion Campaigns Drive Brand Outcomes

     Leading Edge   September 15, 2020  

    In today’s business environment and economic climate, it is important for marketers to develop strategies and create advertising campaigns that drive greater business outcomes. Brands specifically embracing diversity and inclusion are seeing increased business results across each stage of the purchase funnel, and VAB has developed the case studies to prove it.

    view

  • AI Can Make the World Better—Here’s How

     Leading Edge   July 2, 2020  

    Many times when people hear the word “AI,” they think of a Terminator-esque dystopia where people are becoming disconnected from themselves, where technology is replacing human connection and personability.

    view

First  << 46474849505152 >>