SCC Agency’s David Selby: Rebuilding The Chicago Cubs Franchise One Year At A Time

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 […]

 

Nielsen’s Maran Sees Brands Striving For Long-Term Measurement

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 […]

 

MEC’s Tej Desai: Raising The Perception Levels Of Marriott’s 30-Plus Brands

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 […]

 

‘Measurement Is Everything’: MediaCom Chicago’s Art Zambianchi

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 […]

 

Trusted Brands And Advertising Guarantees A Good Recipe For Meredith: National Media President Jon Werther

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. […]

 

Chicago Cubs President Explains The ‘Interesting Journey With Our Fans’

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. […]

 

Attention Is The Blinding Power Of Premium Video: VAB’s Cunningham

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 […]

 

After Transparency Outcry, Production Concerns ANA’s Duggan

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, […]

 

With Dynamic Creative Optimization, Marketing And Sales Unity Is Key: Dell’s Dina Gowar

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 […]

 

Looking For ‘Moments That Matter’ To Entice Beer Drinkers: MillerCoors’ Brad Feinberg

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 […]

 

Lane Bryant’s Brian Beitler: Changing How Women See Themselves Yields Positive Brand Lift

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 […]

 

one2one Media’s Mike Bologna: Huge Demand For One-To-One Video, Sales Attribution

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 […]

 

Former P&G Global Marketing Officer Jim Stengel: Give Creatives ‘Simple, Inspiring Briefs’

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 […]

 

Beyond A Clean Supply Chain: Advertisers Focusing On Effectiveness, Says comScore’s Aaron Fetters

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 […]

 

Bank Of America Moves Away From “Walled Gardens”: Paskalis

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 […]

 

TAG’s Zaneis Wants Ad Fraudsters ‘Put Behind Bars’

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 […]

 

Forget Storytelling, It’s All About ‘Story Making’: Mastercard’s Raja Rajamannar

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’ […]

 

Ad Viewability, Verification Drive Creative Reset For P&G: Chief Brand Officer Marc Pritchard

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 […]

 

P&G’s Marc Pritchard: Objectives Were Met Despite $100 Million In Digital Ad Cuts

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. […]