Marketing Exists in a “Liquid State,” Deloitte’s Schulman

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 […]

 

Reorganize The Marketing Department Around Consumers: MXM’s Anton

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 […]

 

Marginal Return On Ad Spend ‘New Beast’ For CMO’s, Says Neustar’s Nichols

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?” […]

 

Influx Of Digital Media Forcing Rethink Of TV Targeting: TiVo’s Zamaniyan

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 […]

 

Georgia-Pacific Balances Emotion, Functionality In Marketing Mix

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 […]

 

Alliance For Family Entertainment’s Quinn Discusses New Gender Equality Metric

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 […]

 

SunTrust: Purpose-Driven Marketing To Help Reduce Financial Stress

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 […]

 

Deluxe Crafts Eight-Part Documentary To Highlight Centennial, Small Businesses

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 […]

 

Spotify’s Branded Moments: The ‘Authenticity’ Of Music Meets Exclusive Engagement

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 […]

 

MediaLink’s Spiegel: Clean Up Overlapping Digital Supply Chain Partners

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. […]

 

Snapchat’s ‘Really Huge’ For Ever-Expanding Shake Shack 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 […]

 

‘Connection Science’ Unlocks The Future Of Identity, Neustar’s Wolfe Pereira Reckons

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 […]

 

Mastercard’s CMO: Three Big Opportunities in Financial Services Marketing

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 […]

 

Campbell’s Bullish on AI Ads as the Future

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 […]

 

Turner Uses Data To Target And Tailor Creative, Strober Says

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 […]

 

From TIAA-CREF To TIAA: Become ‘Radically Simple,’ Use Lots Of Digital

ORLANDO, Florida – Shortening the brand name TIAA-CREF to TIAA was the easy part. But how do you convince millions of people of various age groups that they should trust their financial assets to the nearly century-old Teachers Insurance and Annuity Association? “The reality is we did a ton of science” about TIAA customers, says […]

 

16 Million Millennial Customers Part of ‘Dramatic Shift’ In Bank of America’s Media Mix

ORLANDO, Florida – What do llamas know about banking? Probably not much, but Bank of America is more concerned with being where its customers are, hence the financial giant’s quirky llama-with-red-scarf lens on Snapchat. “You wouldn’t expect to see us” on Snapchat, says Meredith Verdone, SVP Enterprise, Consumer & Wealth Management at BOA. Nonetheless, its […]

 

BrightLine Turns Up The Volume With More Interactive Ad Products

ORLANDO — Earlier this summer, Hulu began offering interactive digital ads made for the TV screen, when viewers watch through gadgets like Roku, Apple TV, Amazon Fire Stick and games consoles. The agency involved in those ads is Havas, but the technology outfit enabling them is BrightLine. Now BrightLine says it will build on the […]

 

ANA’s Pace: Marketers Should Assert Themselves To Overhaul Digital Supply Chain

ORLANDO, Florida – As the Association of National Advertisers continues to shine a spotlight on the issue of non-transparency in marketer/media agency relations, its Chairman says there’s a bigger issue at play. If he could, Tony Pace would “hit the reset button” on the entire digital media supply chain. In an interview with Beet.TV at […]

 

P&G’s Pritchard On The Importance Of Advertising And ‘The Great Idea’

ORLANDO, Florida – Roughly half a billion video views later, it’s easy to see why Procter & Gamble’s Like A Girl narrative for Always feminine products has been a big hit. It’s hard to disagree that the creative debunking—mainly via video impressions both purchased and earned—of how girls run or throw a ball “Was good […]

 
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