Industry Insights
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Participating in the Purpose Process
Leading Edge April 13, 2021In 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, 2021In 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, 2021In 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, 2021If 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, 2021To 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, 2021Over 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, 2021The 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, 2021Finding 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, 2021A 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, 2021What 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, 2021Marketers 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, 2020Chances 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, 2020Nearly 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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Looking Ahead, Strategies for Transitioning Events from Virtual to Hybrid
Leading Edge December 9, 2020We 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, 2020The 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, 2020Election 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, 2020If 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, 2020Advertisers 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, 2020You’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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