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  • Ad Council's Playbook to Get Everyone Vaccinated Is Amazing

     Leading Edge   April 19, 2021  

    The Ad Council and the COVID Collaborative are leading a movement to educate people in the U.S. and encourage people getting the COVID-19 vaccines.

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  • Budweiser and Lyft Launch Giveaways for People Who Get COVID-19 Vaccine

    Leading Edge   April 19, 2021  

    As a way to incentivize people receiving the COVID-19 vaccines, companies are doing giveaways if someone can prove they were vaccinated (such as showing their vaccination card). For brands, it raises awareness while also promoting the importance of public health.

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  • Leveraging Influencers to Advance Brand Purpose

     Leading Edge   April 14, 2021  

    When brands turn to influencers to promote their products and services, they know how important it is to find ones who share a natural affinity with them; this is perhaps even more true when the brand turns to the influencer not just for a review of their wares, but as a partner in advancing a brand purpose. In these cases, even a hint of inauthenticity can poison the effort.

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  • Activating a Purpose Program Playbook

     Leading Edge   April 13, 2021  

    For purpose to resonate as real, endure over time, and yield results, it must start deep within an organization, from the beliefs of employees and the manifestation of an engaged corporate culture to the tangible benefits delivered by products or services. Purpose must also be the key criterion by which a company assesses all its actions and consequences for every stakeholder. Activating a Purpose Program, a new playbook from the ANA Center for Brand Purpose, provides the guidance marketers need to create meaningful and purposeful marketing initiatives.

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  • Driving the Purpose Process

     Leading Edge   April 13, 2021  

    In chapter one of the playbook Activating a Purpose Program, learn how a range of companies in varying industry segments authentically drove the purpose process within their organizations and even across the world.

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  • Making Purpose a Priority

     Leading Edge   April 13, 2021  

    In chapter two of the playbook Activating a Purpose Program, learn how companies are engaging with customers who seek to engage with brands that help them reach their goals and align directly with causes they support.

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  • Participating in the Purpose Process

     Leading Edge   April 13, 2021  

    In chapter three of the playbook Activating a Purpose Program, learn how brands are establishing their own means for making a difference in the world and contributing to what matters most to their customers.

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  • The Role of Company Culture

     Leading Edge   April 13, 2021  

    In chapter four of the playbook Activating a Purpose Program, learn why purpose factors so prominently in company culture and how companies are super-charging employees’ enthusiasm for purpose in creative ways.

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  • Ensuring the Endurance of Purpose-Led Initiatives

     Leading Edge   April 13, 2021  

    In chapter five of the playbook Activating a Purpose Program, learn how companies that lead with purpose and build around it are achieving continued loyalty, consistency, and relevance in the lives of consumers.

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  • How These Brands Responded After Going Viral for the Wrong Reasons

     Leading Edge   April 12, 2021  

    If a company finds itself subject to unwanted attention, due to consumers using their products irresponsibly, it’s important for brands to reinforce instruction for use, express empathy for any victims and try to help resolve the issue at hand.

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  • Your Data Needs to Be Diverse, Too

     Leading Edge   April 9, 2021  

    To attain efficient growth impact, marketers seek to connect with multicultural segments in relevant and accurate ways that don’t perpetuate negative or false stereotypes.

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  • Nike & Facebook Responses to #StopAAPIHate Set Promising Example

    Leading Edge   April 1, 2021  

    Over the past year, there has been an increase in anti-Asian hate crimes in the U.S. — and brands need to address this, just as many stepped up and supported the Black Lives Matter movement. Marketers know all too well that words and actions matter — it’s why advertisements exist.

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  • 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.

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  • 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.

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  • 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.

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  • 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.

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  • 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.

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  • 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?

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  • 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.

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  • 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.

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