ANA Masters of Marketing

ORLANDO — Bank Of America is switching more advertising investment back to traditional channels and away from “walled-garden” digital environments, as it grows concerned about the inability to measure and capitalise on the big digital opportunities. In this video interview with Beet.TV, BoA SVP for customer engagement and investment officer Lou Paskalis explains the change the […]

ORLANDO — The collection of fears lumped under the “transparency” banner – ad fraud, viewability, and so on – have plagued advertising for the last couple of years. But now a concerted effort has helped overcome one of the key challenges – according to a cross-industry program established to tackle the problems. “We have turned […]

ORLANDO – Listening to Mastercard’s Raja Rajamannar, one wonders how marketers juggle the myriad the complexities and challenges that did not exist a mere decade ago. Even if they manage to master technology, brand safety, cause marketing and acquiring suitable talent, consumers don’t want to see their ads. So it’s a bit ironic that brands’ […]

ORLANDO – After its push for digital media transparency began to gain traction, Procter & Gamble began to realize that it needed to alter its creative game. Things like ad duration and frequency took on new importance. “It forced us to raise the bar even higher on ad creativity,” says P&G Chief Brand Officer Marc […]

ORLANDO – Earlier this year, Procter & Gamble cut $100 million from its digital advertising budget because of long-running concerns about the integrity of the media ecosystem. It was “kind of a pretty big move” that nonetheless paid off because the company still grew and met its objectives, according to Chief Brand Officer Marc Pritchard. […]

ORLANDO — Marketers are more challenged than ever and the job is much bigger, says, Alan Schulman, National Director of Content Marketing & Creative Experience at Deloitte Digital, in an interview with Beet.TV at ANA. “It’s not just about the brand, but the entire customer experience,” he says in this deep dive interview about the changing role […]

ORLANDO, Florida – Georgine Anton believes the “marketer’s dilemma” is something created by marketers themselves. She describes it as “a vestige of many years of building the marketing department so that today they’re built more by channel than around the consumer.” Anton, who is President of Meredith Xcelerated Marketing, has a theory for how this […]

ORLANDO, Florida – Chief Marketing Officers’ biggest mandate is being able to figure out “Where should my next dollar go,” says Neustar’s Wes Nichols. In other words, how to maximize return on marginal investment. “If I have an extra million dollars, do I put it into marketing or trade funds or into new production innovation?” […]

ORLANDO, Florida – The biggest challenge for television advertising buyers and sellers is changing their mindsets and embracing new infrastructure. While it would have been much more difficult a decade ago, the infusion of digital into the TV space has made these changes unavoidable. This is how Fariba Zamaniyan surveys the TV landscape while attending […]

ORLANDO, Florida – In this purpose-driven marketing age, it’s only natural to sell toilet paper without showing or even talking about it. Instead, simply focus on things like grandparents, single moms and step parents. This is the path taken by Georgia-Pacific as part of its overall effort to portray women more accurately, according to CMO […]

ORLANDO, Florida – After testing 4,000 television ads with its proprietary Gender Equality Metric, the Association of National Advertisers’ Alliance for Family Entertainment is giving marketers a toolkit for eliminating gender bias. It’s a move that AFE Chairman Stephen Quinn says is aimed in part at “unconscious bias” both in ads and the content in […]

ORLANDO, Florida – Offering to help people reduce stress “by doing some simple steps” sounds more like a pitch for yoga than financial services. “But in our sector, we know that stress around finances is a huge problem,” SunTrust SVP of Consumer Marketing Beth Ventura says. The purpose-driven theme that SunTrust dramatizes in its advertising […]

ORLANDO, Florida – If you are Deluxe Corp., a longtime player in the printed checks business, how do you get a documentary on Hulu? Enlist Shark Tank’s Robert Herjavec to help conduct a “revolution” and bring it to small-town USA. Amanda Brinkman is one of the stars of the eight-episode series Small Business Resolution—along with […]

ORLANDO, Florida – Having afforded three major brands 100% share of voice for 30 minutes at a time, it will be interesting to see how Spotify measures return on that exclusive consumer exposure. The streaming music service is still in a beta test of its “vertical video experience” with Baccardi, Bose and Gatorade, according to […]

ORLANDO, Florida – Against a backdrop of headlines calling into question digital business practices by media agencies, the digital supply chain needs “clean up” its duplicative players or else marketers could pull back on their participation. That’s the prognosis of MediaLink Managing Director Matt Spiegel, who sees way too much duplication in that supply chain. […]

ORLANDO, Florida – From its humble roots as a hot dog cart in Manhattan’s Madison Square Park, Shake Shack now boasts locations as far-flung as Russia and South Korea. Along the way, it has relied heavily on social media to communicate how it has “upped the ante on what to expect from a restaurant that […]

ORLANDO – Advertisers are cottoning on to one of modern marketing’s key challenges – how to address a customer nowadays when they leave different pieces of themselves on different devices? The solution lays in combining data sets in to a single customer “identity” profile. But, already, that discipline is transforming in to more than just combining and […]

ORLANDO — The financial services sector faces several big opportunities to grow and reach new consumers, says Raja Rajamannar, chief marketing and communications officer at Mastercard, in this interview with Beet.TV. “There is a huge chunk of consumers who don’t have access to the financial system. Getting them is a huge opportunity,” he explains. “We have […]

ORLANDO — The future of advertising lies in artificial intelligence and its possibilities, says Yin Woon Rani, VP Marketing at Campbell Soup Company in this interview with Beet.TV. The marketer launched its first AI-powered ad with Weather Company and is bullish on this new ad form. “You can speak to the ad and it gives you […]

ORLANDO — The corporate media world may be stuck in pending regulatory approval of AT&T’s proposed acquisition of Time Warner. But that isn’t stopping Time Warner’s Turner from pressing ahead in to the future of advertising. Turner is fresh from winning ANA Genius Award for analytics science, as it looks to innovate on how advertisers can […]