ANA Masters of Marketing

ORLANDO—For brands trying to engage with consumers, “making less matter more” is a much better business strategy than simply creating tons of content and not being channel-specific in the process, says IBM Chief Content Officer George Hammer. “I don’t think we should try to mimic business models that aren’t necessarily thriving,” Hammer adds in this […]

ORLANDO—Marketers need to find the nexus of performance marketing—“a bunch of clicks and data and sets”—and the big, thematic and typically slow-moving ideas that have long characterized brand marketing, according to the CMO of Clorox. “I’m going to suggest that we have to figure out how to pull them both together around one consumer in […]

ORLANDO—FreeWheel’s DRIVE is a new suite of advanced advertising solutions designed to provide the “missing link” to reaching OTT and VOD viewers: holistic measurement. By partnering with Nielsen and its Digital Ad Ratings (DAR), buyers can apply age and gender targeting and/or measurement and guarantees to advanced TV campaigns. “We’re trying to put this all […]

ORLANDO — If any industry should know how to shake off an image problem, it should be the marketing industry. After all, isn’t that its core competency? But, in this video interview with Beet.TV, Deloitte Digital’s chief marketing officer Alicia Hatch says marketers are suffering at the hands of technology, and need to reboot their perception. […]

ORLANDO—In its ongoing efforts to transform marketing by taking back control and leading disruption, the Association of National Advertisers has committed to forming “what’s essentially an ANA marketing university,” says P&G Chief Brand Officer Marc Pritchard. “The CMO Growth Council was formed to focus on marketing taking back control and leading disruption because marketing is […]

ORLANDO — For corporate America, “diversity and inclusion” rose up the imperative ranks in 2018 like probably no year previously. But those qualities are not just nice-to-haves or boxes to tick – they also lead to natural uplift in business effectiveness. In this video interview with Beet.TV, Mastercard chief marketing and communications officer Raja Rajamannar […]

ORLANDO – We hear so much about the consumer journey and how brands need to follow it carefully. But what if it’s the brand’s journey that is the dominant marketing narrative? In the case of the Chicago Cubs baseball team, you take it one season at a time, be honest and transparent with fans and […]

ORLANDO — Digital channels have historically been seen as the place to execute performance ad campaigns – highly targeting, highly effective and geared highly toward measuring near-term impacts like clicks or sales. Now brands are also increasingly hoping to use digital to place top-of-the-marketing-funnel awareness campaigns. Tracking the effect of such campaigns has traditionally been […]

ORLANDO – Marriott hotels knows a lot about what people talk about on social media and it’s become “a content machine” fueled by data and technology. “In our work for Marriott, we talk about customer centricity all the time,” says Tej Desai, Managing Partner at agency MEC. A year ago, Marriott itself comprised 19 different […]

ORLANDO – While there’s been no shortage of issues—from transparency to artificial intelligence to brand purpose—at the Masters of Marketing gathering, there’s also a galvanizing effect. “Today I think was a renewed call to action for the community,” says Art Zambianchi, Managing Director of WPP’s MediaCom agency in Chicago. “One of the refreshing parts of […]

ORLANDO – Not that long ago in the media business, 115 years of legacy publishing experience wasn’t an oft-cited attribute in the battle with the digital upstarts. But with trust at a premium, ensuring you can deliver it along with ad-tech capabilities and advertising guarantees gives you more than a fighting chance despite your age. […]

ORLANDO – Some customer journeys are longer than others. Consider the plight of Chicago Cubs fans who “stayed with us for 100 years without a title,” says the team’s President of Business Operations, Crane Kenney. That ended with the World Series in 2016, triggering a change in communications strategies for the venerable Midwest sports franchise. […]

We are in a world with more options for consuming video than ever before, from Hollywood-sized productions to shoestring YouTube uploads. But, if you are an advertiser, nothing beats the power wielded by premium video, according to one man representing the interests of big TV companies. “There are platforms and all sorts of conduits that […]

It is now more than a year since the Association of National Advertisers’s media transparency report helped blow the lid off practices in which US advertising agencies were accused of keeping up to 20% of clients’ media budgets for themselves after engaging in “pervasive” kick-backs and rebates. That report kickstarted a cacophony of “transparency” talk, […]

ORLANDO – It might be hard to believe in this Age of Amazon, but not everything can be purchased with one click. For Dell, this means using dynamic creative optimization (DCO) in different ways depending on whether it’s trying to lure consumers or businesses. “The strategy that we employ for DCO is very different on […]

ORLANDO – When it comes to selling beer, there is no “linear funnel” as has been standard marketing textbook fare for decades. MillerCoors has a three-pronged approach to understanding to whom, where and when to distribute its messages. “I think a lot of marketers today start with a creative brief and the idea, ‘Here’s my […]

ORLANDO – It should come as no big shock that millennials cite Facebook and Netflix as the top brands in positive word-of-mouth sentiment among their peers. That specialty size apparel retailer Lane Bryant would rank as the most improved brand in 2017 is a testament to the company’s efforts to improve the way that the […]

ORLANDO – To reach households with addressable ads on a one-to-one basis at scale, advertisers and agencies need to do it on a one-to-many basis. This is due to the technology and infrastructure variations between multichannel video programming distributor (MVPDs) and smart TV manufacturers. Last spring, one2one Media set out to leverage an integrated set […]

ORLANDO – Having handled an $8 billion advertising budget and organizational responsibility for nearly 7,000 people while at Procter & Gamble, Jim Stengel is more committed than ever to the importance of marketing. The former Global Marketing Officer is heartened to see resolution and commitment at the Masters of Marketing Conference to getting brands back […]

ORLANDO – What is considered a “safe” digital advertising environment for one brand might be unacceptable to another. For the latter, blacklisting entire websites or domains is one solution, but it doesn’t have to be that way. This is one of the concepts behind comScore’s rollout of its new Activation suite, an offering that enables […]