ANA Masters of Marketing

ORLANDO  – In an interview with Beet.TV at the 2019 Global CMO Growth Summit, Global Consumer CMO of Citi, Jennifer Breithaupt, lent insight on the company’s approach to employee engagement and advertising investment. In discussing causes that are meaningful to the brand, Breithaupt says that the commitment must be felt top-down from the whole organization. […]

ORLANDO – In an interview with Beet.TV at the 2019 Global CMO Growth Summit, American Express CMO Elizabeth Rutledge provided insight into the ways that marketing has, and has not, evolved in recent years. While new breakthroughs in data and technology have brought new capabilities to marketing, including personalized messaging, Rutledge says “the customer has, […]

ORLANDO — Ad-tech is nice, but it is also a distraction and now it’s time for marketers to refocus on business fundamentals. That was the message from the leader of an umbrella group representing tens of thousands of US brands, as his own conference got under way this week. Bob Liodice, CEO of the Association […]

ORLANDO — MasterCard’s “Priceless” marketing campaign has been running in various guises since 1997 now. This year, the company has tried to infuse it with “multi-sensory marketing”. But being MasterCard’s chief marketer isn’t all about experience, however. The financial services company is also swimming in consumer financial data to better customize its own offerings and […]

ORLANDO  – Ahead of his panel during the 2019 Global CMO Growth Summit, P&G chief brand officer and co-chair of the ANA Marc Pritchard spoke to Beet.TV to give an overview of his outlook on the industry. It starts with disruption. “Everyone’s being disrupted,” says Pritchard. The only way to deal with disruption is to […]

ORLANDO – Disney’s deal with Roundel, from Disney’s perspective, is a play to help brands optimize and measure the effectiveness of their own campaigns. According to Disney Advertising Sales svp of cross portfolio solutions Laura Nelson, in conversation with Beet.TV at the annual ANA Masters of Marketing Conference, Disney caught on to just how powerful […]

ORLANDO — It is three years now since the ANA’s K2 Transparency Report kick-started a procession of outcries in media land, accusing agencies of operating a system of rebates and kickbacks that worked against brand clients by hiding substandard effectiveness, leading to ad-tech vendors also being accused of obfuscating “ad-tech tax” fees siphoned away from real advertising spend. […]

ORLANDO – P&G’s Marc Pritchard has goals for himself, for the Association of National Advertisers and for the Global Alliance for Responsible Media, a committee comprised of 27 participating brands, five agencies and major platforms that launched out of Cannes Lions in June. In three years, the group aims to eliminate toxic content completely from […]

ORLANDO—Although the practice of marketers taking certain functions in-house as opposed to paying external agencies has been gaining traction in recent years, it’s a trend that has flown under the radar. Including at the Association of National Advertisers, which just concluded its first-ever event devoted exclusively to in-house agencies. “The in-house agency phenomenon is something […]

ORLANDO—Being bold and edgy in your approach to advertising is the Trunk Club way. Those traits are a reflectiong of the male-oriented retailer’s in-house agency, which is “the driver of creative for our band. We do not work with any external agencies right now. So we’re it,” says Maureen Boyle, Senior Director, Creative Services & […]

ORLANDO—The term “hybrid” doesn’t just apply to certain types of athletic shoes sold by New Balance. It’s also the international marketer’s approach to balancing an in-house agency and its global strategic agency of record, VMLY&R. “I see the hybrid model as being a great way forward for New Balance. We’re a business with a load […]

ORLANDO—Working remotely isn’t for everyone, but it’s working out pretty well for 150-year-old PwC’s in-house agency. “My agency is a virtual agency, meaning we all don’t report into one headquarters operation and work together,” says Managing Director and Creative Leader Jack Teuber. “Rather, people are working sort of where they are,” Teuber adds. “We recruit […]

ORLANDO  –  In the age when brand marketers can use cloud-based tools to carry out many of the functions of their media agencies, the prospect of disintermediation seems to pose a risk to the historic agency model. But that is a challenge agencies are now trying to respond to. In this video interview with Beet.TV, Helen […]

ORLANDO – The growing number of brands choosing to undertake the traditional functions of their ad agencies under their own roof may seem to pose a threat. After all, the number of US brands which have launched in-house agencies has reached 78% – up from 58% in 2013, according to the ANA’s In-House Agency Report. But […]

ORLANDO—Few companies want their services to be invisible to users, but when the mission is to ensure video ads play perfectly on every screen or device, viewers of those ads shouldn’t pause to wonder what’s happening behind the scenes. That’s the goal at Extreme Reach, whose AdBridge platform is used to manage and deploy creative […]

It is only a few months since one of the world’s largest pharmaceuticals awarded its latest international media agency contract. But now GSK is the latest big brand to pull some of the traditional functions of an ad agency in-house. In this video interview with Beet.TV, Scott Grenz, GSK VP and global head of media, […]

ORLANDO—It started with “low-hanging fruit” like collateral and point-of-sale materials and package design then progressed to social media. Now more marketers are expected to bring some of their media activity in-house—one reason being to protect their first-party data, according to Bill Duggan of the Association of National Advertisers. “Currently, there’s much more creative done in […]

ORLANDO—Before digital media and all of its complexity came along, advertising agencies were basically ensured of an end-to-end relationship with their clients. Now there’s so much more work to be done, it’s not surprising that more marketers are taking certain functions in-house, according to 4A’s President & CEO Marla Kaplowitz. “It’s been around for a […]

The idea of assembling a different ad, from multiple constituent pieces of content, for each individual audience member, depending on their targetable characteristics, goes back some way. Somehow, though, “dynamic creative optimization” (DCO) never quite seemed to hit prime-time – until now. After years on the sidelines, suddenly ad industry executives are back talking about […]

ORLANDO—Video game giant Electronic Arts didn’t decide overnight to buy media in-house across more than 40 countries. Building an in-house capability can start with baby steps, dipping your toe into the waters and, along the way, nurturing your talent so as to avoid “tissue rejection,” says EA Global Head of Media Belinda Smith. After buying […]