Data is central to business decision-making, as it allows brands to create personalized experiences that consumers have come to expect. However, as more data is collected and analyzed, how can marketers prepare for the challenges that come with being stewards of this precious gold?
Don't miss the inaugural 2019 ANA In-House Agency Conference, March 13 to 15 in Orlando, Fla., to learn practical ideas for establishing an in-house agency and running one more efficiently.
- Jean Batthany, VP of global creative, Yellow Shoes Creative Group, at Disney Parks and Resorts
- Warren Chase, VP and chief operations officer, 140, at Verizon Communications
- Kerri Martin, chief electrofier, Electro Creative Workshop, at Clorox
- Mike Boyd, SVP of marketing at Nationwide
- Leland Maschmeyer, chief creative officer at Chobani
- Patti Cocciolo, global account director, The Hatch, at Cisco
The fractured relationship between agencies and brands means agencies must champion how their services deliver return on investment to clients, writes Bruno Gralpois. The survival of agencies and the successful growth of brands can only be accomplished "through mutual understanding, mutual goals and priority alignment, shared accountability, and thoughtful consideration about what makes strong partnerships deliver results repeatedly," he writes.
22Squared's short film for AdventHealth taps into the tradition of cancer patients ringing a bell in hospitals to signify the end of their radiation treatment. The spot features The Survivor Bell Choir, comprising caregivers and survivors, using bells to perform a special rendition of "Silent Night."
Diageo has announced a global creative review for Johnnie Walker, which is currently handled in the US by Anomaly and in the rest of the world by 72andSunny. The brand invests around $80 million each year in worldwide measured media, according to R3.
Caroline Framke suggests ways the Hollywood Foreign Press Association could have made the 2019 Golden Globe nominations more inclusive. Her ideas include nominating TV writers and directors, as well as splitting up the supporting acting category according to genre.
Endemol Shine Boomdog has tapped twice-nominated Emmy producer, Jose Lascurain, to lead the organization as vice president of production. He will focus on producing Spanish-language content for streaming services and Spanish networks, Univision and Telemundo.
Precise digital targeting to individuals at scale is possible, especially in the business-to-business ecosystem, and advertisers should seek technology partners with proven customer success to help them achieve success, writes Laura Bakopolus. Look for "an ad tech company ... to help your campaigns achieve maximum optimization and savvy enough to deliver transparent reporting that explains the effects of your spending," she advises.
Acura has unveiled an Instagram campaign that enables users to customize the automaker's 2019 ILX sports sedan with special stickers and animations to create their own Stories. The push is supported with art from Instagram influencers such as Sean Charmtz, Pablo Rochat, Lucy Turnbull and Dieselraptor.
Quaker Oats is running a three-part "novella within a novella" that's integrated into Univision's prime-time show "Jesus." The branded content will also be available on Facebook after it has aired on the network and be promoted on social by influencers and actors from the show.