Marketing

Flurry of Account Reviews Reflect Major Changes for Agency-Client Relations

Brands are looking for more diversity and a different mindset from agencies post-pandemic

4 takeaways from the State of Retail and the Consumer

How do brands appeal to today’s consumers? Is bricks-and-mortar retail going to come back after the pandemic? How have retailers responded to recent discussions around racial tensions and inequality?

ANA launches portal for NonProfit Member Brands

The ANA announced the launch of a new website portal designed to address the growing need for purpose-driven marketing by encouraging connections between ANA members’ brands and nonprofit organizations.

Advertisers Must Get on the Right Side of Privacy

The industry is headed in the wrong direction when it comes to protecting consumers

When it Comes to Brand Building, Awareness is Critical

Marketers have always been pressured to deliver measurable returns on their efforts, but the demand for growth has sharpened as the world looks toward a post-pandemic future. And to deliver, marketers should focus on balanced strategies that re-elevate upper-funnel, brand-building efforts that work in tandem with conversion-focused efforts.

CMOs Increasing Marketing Ops Spend to Improve Financial Management [REPORT]

BrandMaker announced the final in a series of findings of its independent research study on experiences and attitudes of top marketing executives around marketing operations. The research revealed that marketing executives who plan to increase their spending in marketing operations the most this year want to improve financial management and budgeting.

Take Command of Your Brand [REPORT]

Marketers have always been pressured to deliver measurable ROI for their efforts, but the demand for growth has sharpened as the world looks toward a post-pandemic future. As the learnings of several multinational brands suggest, that growth must be addressed with balanced marketing strategies that re-elevate upper-funnel, brand-building efforts to work in tandem with the mid- and lower-funnel efforts.

The Challenge of Attention [REPORT]

Do you want to focus your ad spend on opportunities where you can reach engaged viewers who are actually in the room?

Digital expectations in a physical world [PODCAST]

What’s hot in retail can sometimes be difficult to predict because innovations and adoptions are moving so quickly. The pandemic taught us that new behaviors are always popping up, but we’re still figuring out which ones are here to stay.

WFA launches global industry census

WFA is launching the world’s first-ever global census of the marketing and advertising industry, designed to provide hard data on the people who are working in the profession.

HMC ANNOUNCES 2021 WINNERS OF THE STRATEGIC EXCELLENCE AWARDS

With a record number of entries, the Hispanic Marketing Council (HMC) announced the 2021 winners of the HMC Strategic Excellence Awards, the only award of its kind that honors multicultural strategic thinking and cultural competence in marketing. Alma took top honors with a Gold for Best Cultural Insight for its work with McDonald’s and a Gold for Mainstream Impact for its work by Coors. Casanova//McCann, Culture ONE World, d expósito & Partners, Dieste, Inspire Agency, Republica Havas, Visual Latina, and Zubi also received accolades.

Beyond brand activism: Three routes to inclusive advertising

Inclusion and Diversity in advertising is a hot topic, and one of the creative devices used by many of Kantar’s Creative Effectiveness Award winners. And we know that demonstrating inclusion and diversity in advertising is no longer optional, it’s an imperative. It isn’t just socially and morally right; progressive and inclusive advertising improves ROI.  So how can you get inclusive portrayal of people right in your ads?

Black and Hispanic Americans See Their Origins as Central to Who They Are, Less So for White Adults [REPORT]

Six-in-ten Americans say they are very familiar with their origins. Black and Hispanic adults feel more connected to roots than White adults

Who is most receptive to your ads?

The opportunity for brands is to identify and attract potential shoppers by diverting spend away from competitive brands. Targeting based on real-world purchase behaviours can deliver a measurable improvement in advertising performance.

US adults will consume almost as much media in 2021, but TV viewing will backslide

Last year, the average US adult spent more time per day with most media formats and devices, including TV. Although adults will spend nearly as much time with media this year, their TV viewing time will drop below pre-pandemic levels.

Brands Commit to Diversity, Equity, and Inclusion

Major brands are holding themselves accountable and setting the expectations for their agency partners to model similar DEI values

How precision revenue growth management transforms CPG promotions

Promotions have always been an important sales driver for consumer-packaged-goods (CPG) companies.

Eyeing the Future of ……

A dizzying array of changes in consumer behavior will touch nearly every industry as the reopening period progresses, vaccination rates rise, more schools and businesses open, and people start to emerge from their homes and re-enter the larger world. Changes to work and school patterns, and the reemergence of dining out and other experiential spending, will affect how consumers reprioritize their spending in the coming months and beyond.

The Future of Agencies: Blurred Lines and Reimagined Relationships [REPORT]

Advertising, PR, creative, digital, and full-service agencies have played a crucial role in the marketer’s toolkit for decades. But the landscape is changing. More than ever, overlap exists between agencies and consultancies, in-house and external agencies, and the roles of humans and automation. ANA Marketing Futures gathered perspectives from marketers and subject matter experts to understand how marketers view the future of agency and how its trajectory impacts marketing decision making.

Marketing to Upwardly Mobile Hispanics: Culture Still Matters [PODCAST]

Miami is quickly becoming the next Silicon Valley. Fueled by the tech explosion permeating South America and corporate America’s waning interest in settling out west, Miami has become a bustling hub for upwardly mobile Hispanics.  Gabriela Alcantara-Diaz, Founder and President of Semilla Multicultural, joins us on The New Mainstream podcast to discuss the importance of understanding upwardly mobile Hispanic American culture and how it’s impacting niche markets.

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