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  • 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.

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  • 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.

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  • 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.

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  • Outdated Client-Agency Agreements Pose Risks to Advertisers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.

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  • 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?

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  • 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.

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  • 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.

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  • 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.

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  • 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.

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  • 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.

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  • 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.

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  • 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.

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  • ANA In-House Agency Fact Book — Q2 2020

     Leading Edge   June 15, 2020  

    The ANA In-House Agency Fact Book highlights the structure, capabilities, and operations of in-house agencies at ANA corporate member companies.

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  • Media Transformation and the Television Upfront

     Leading Edge   May 29, 2020  

    The ANA Media Advisory Board has issued two reports — one for the C-suite and the other for Media Practitioners — to address media transformation and reform in the television upfront marketplace.

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  • 4 Companies That Are Inclusive to People with Disabilities

     Leading Edge   March 18, 2020  

    To move into the future, marketers need to make the present moment one that not only speaks to the “now and next” but is a better environment for all. If everyone is included and able to be part of the larger conversation as an equal participant, then everyone can enjoy and work to the same opportunities.

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  • What You Need to Know About Generation Alpha

     Leading Edge   March 11, 2020  

    Members of generation Alpha (people born in 2010 until the mid-2020s as ending birth years) are used to getting information fast and easily — which can be challenging for companies to keep up. Most of this is done through AI-powered technology, such as Alexa or other voice marketing technologies.

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  • 9 Companies Fighting for Sustainability and Climate Change

     Leading Edge   March 9, 2020  

    Social responsibility is important in 2020. In a world where climate change should make sustainability top of mind, organizations need to make their products ethical and environmentally friendly.

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  • ANA MarTech Glossary

     Leading Edge   February 18, 2020  

    The ANA Data and Technology Practice has curated a collection of marketing data and technology terminology citing publicly published definitions from industry leading data, MarTech, and AdTech companies and trade organizations.

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  • 5 Brands Successfully Marketing to Gen Z

     Leading Edge   February 13, 2020  

    The marketing industry is always trying to be at least one step ahead. Part of thinking ahead to the “new and next” is understanding the younger generations — and what they want, how they feel, and where they look for products, inspiration, and information.

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  • 5 Marketing Leaders Talk About How to Be Inclusive

     Leading Edge   February 5, 2020  

    Five marketing leaders and experts weighed in on how to be a supportive and inclusive leader — and how to foster a diverse community.

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