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Industry Insights

  • How ANA's Marketer-Led Initiative Is Reinventing Cross-Media Measurement

     Leading Edge   June 16, 2021  

    Despite efforts from marketers, agencies, measurement vendors, and media partners, increasingly complex consumer media behaviors have outgrown the current media measurement ecosystem. In an effort to solve for this, the ANA, ISBA, and WFA have convened a global collaboration of marketers, platforms, and vendors to create the global/common components of a new measurement blueprint.

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  • 5 Groundbreaking LGBTQ+ Campaigns

    Leading Edge   June 2, 2021  

    Being inclusive doesn’t just mean making ads to appease people, but authentically connecting to pain points and issues that real people face.

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  • Dark Patterns and Ethical Marketing Practices

     Ethics Issue Alerts   May 29, 2021  

    Dark patterns are defined as web design tricks some companies use to intentionally confuse and take advantage of consumers — i.e., pop-ups with tiny X’s that make a window hard to close and subscriptions with hidden fees that a person cannot cancel without making a lengthy customer service call.

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  • How Electric Vehicle Charging Stations Can Drive Business Growth for Retailers

     Leading Edge   May 24, 2021  

    The electric vehicle (EV) trend is here to stay. More consumers are choosing electric vehicles as consumers grow more cognizant of their carbon footprint. EVs play a critical role in fighting climate change.

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  • The Rise of Corporate Cancel Culture: What Brands Can Do

     Leading Edge   May 6, 2021  

    With the normalization and use of social media in the lives of people from all backgrounds, both consumers and companies are affected by the cancel culture. With social media giving a platform to all, people freely share their opinions; when it comes to how consumers feel about brands, they aren’t shy to share how they feel, good and bad.

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  • 2021 B2B Marketing Conference Event Recap

     Leading Edge   April 26, 2021  

    The most memorable takeaways and quotes from the 2021 B2B Marketing Conference that took place in March.

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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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