Adidas is opting to focus on long-term goals instead of short-term marketing activation and metrics in order to stay ahead of the pack, says Simon Peel, global media director. This calls for unifying focus among departments, empowering groups to adjust key performance indicators to match marketing initiatives and maintaining centralized and local media teams in its largest markets, says Peel.
Jeff Henderson, celebrity chef and this year's Silver Anvil host, has overcome numerous obstacles in life. He shares his recipe for success, and encourages PR pros to "be conscious of your surroundings and who's watching and who's listening" because, he says, "one mistake could be career ending."
As a growing number of people hunger for global change, the onus is on brands and organizations to take a stand and find their "good." "It starts with making a long-term commitment," writes Katie Shanagher, a strategic planner at Blue Chip.
SAP Chief Marketing Officer Alicia Tillman talks about how the company is approaching purpose-driven marketing and explains why the strategy should be embraced by business-to-business marketers. "Brands are being challenged to hold themselves accountable and show, in explicit terms, the actions they're taking in support of their purpose," she says.
Abhi Yadav shares insights from the high-tech firms that were early adopters of customer data platforms, including the opportunity to gain a single view of individual customers across multiple channels. Companies are employing CDPs to identify brand ambassadors through social listening and using real-time data to adapt messaging immediately to customer needs, he writes.
Entries are now being accepted for the 2019 ANA Multicultural Excellence Awards. ANA member and nonmember companies, and agencies and media companies submitting on behalf of their clients, can submit an entry from among 12 categories: African-American, Asian, Audio, Digital/Social/Mobile, Experiential Marketing, Hispanic, LGBT, People with Disabilities, Print, Socially Responsible, Total Market, and Significant Results. Submit your best multicultural campaigns before June 28 to take advantage of our early-bird discount.
Hilton Chief Marketing Officer Kellyn Smith Kenny is charged with overseeing promotional efforts for the hoteliers' 17 global hotel brands. In this interview, she discusses Hilton's balance of enterprise and individual brand strategies that are "grounded in deep consumer insight and rich data," as well as brand positioning and the importance of campaign measurement to fuel future efforts.
Instead of hiring social influencers for online reach, Kellogg's is forming relationships with brand ambassadors who have a genuine fondness for its brands, can build deeper connections with audiences and develop long-term relationships with the company itself, writes Seb Joseph. Ambassadors work within a group that also includes legal, nutrition and communications teams and agency execs to ensure massaging, delivery and feedback are seamless.
Client testimonials can promote business and it pays to ask for them, Suzanne Scacca writes. Google My Business pages, post-project surveys and email signature links are proactive ways she lists to build up testimonials to attract more business.
Website design technology is constantly changing, and Kate Dagli highlights 15 of the newest tools to try. Some free ones include Mobirise to improve the mobile-friendliness of a site and 8b Website Builder with a variety of templates and easy user interface.
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