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We are excited to announce our exclusive partnership with the Association of National Advertisers (ANA) for the publication of a Multicultural Thought Leadership Issue. The partnership reflects Portada’s standing as the leading property in multicultural  marketing, media and technology  reaching more than 130,000 marketing and technology executives in the Americas through leading events, digital and print properties.

Introducing the 2017 Association of National Advertisers (ANA) Multicultural Thought Leadership Supplement in partnership with Portada:

Premium Editorial Content

• Thought leadership from the ANA’s Research Team and ANA Members.
• The brands that understand the Total Market Approach. How, why and the results
• Profiles and Interviews with Key Brand Marketers in the Multicultural Space
• Additional Thought Leadership content from ANA research and case studies
• Case Studies of ANA Multicultural Award Winners in different categories

Distribution

• As a special digital supplement published on www.portada-online.com, 50,000 UV/ month,
distributed to Portada’s audience online for free download.
• Digital Distribution and promotion by ANA
• Online Pub Date: April 4, 2017
• Within Portada print issue and distributed at all major conferences

Position yourself at the cutting edge of multicultural and cross-cultural market in the U.S. by aligning with the ANA (which incorporates the largest brand advertisers in the U.S) and Portada
(the largest trade media in the multicultural space reaching more than 120,000 marketing executives in the multicultural space.)
Opportunities within the ANA Multicultural Thought Leadership Issue:
• Content Marketing
• Partner Messages
• Partner Interviews
• Display Advertising
• Spreads

Reach out to Sales/Marketing Director Kelley Eberhardt at
Kelley@portada-online.com to get more information about this opportunity!

What: More than 80 percent of advertisers currently use data to help them manage agency relationships, especially in the area of managing media budgets according to the new survey “Using Data to Manage Agency Relationships: What’s Important to Marketers,” from the ANA (Association of National Advertisers).
Why it matters: Data is most important and most heavily used in managing media and billing/budgets, and least important and least used in the areas of creative and production.

More than 80 percent of advertisers currently use data to help them manage agency relationships and they expect the use of such data will grow because of the overwhelmingly positive results they have achieved, especially in the area of managing media budgets, according the new survey “Using Data to Manage Agency Relationships: What’s Important to Marketers,” from the ANA (Association of National Advertisers).

The survey explored the use of data in broad categories of the client/agency relationship, including agency performance evaluations, tracking of agency hours, copy/creative testing, production costs, and media efficiencies/budgets. “Data helps build better relationships between the client and agency, helping both parties focus on outcomes,” said ANA Group EVP Bill Duggan. “And at a time where there are transparency issues in the industry, the use of data enhances trust.”

KEY FINDINGS

  • Data is frequently used for managing agency relationships, with 80 percent of respondents indicating that they “often or always” use data to manage agency relationships.
  • Use of data to manage agency relationships is increasing, with 84 percent of respondents seeing it growing in their organization and none seeing usage declining.
  • Use of data for managing agency relationships delivers strong outcomes:
    • 82 percent of respondents saw it contributing to better overall client/agency relationships.
    • 90 percent saw it improving agency efficiencies.
    • 78 percent saw it improving internal efficiencies at the client’s organization.
  • Data is most important and most heavily used in managing media and billing/budgets, and least important and least used in the areas of creative and production.
  • Among the 37 performance metrics evaluated in this survey, media-related metrics account for seven of the 10 highest-rated metrics for importance.
    • The specific media-related metrics that rated highest were efficiency of media buys, delivery of total campaign audience goals, and media quality assessment.

“Data enhances the conversations between clients and agencies, providing a solid foundation for mutual collaboration,” said Richard Benyon, CEO of Decideware. “As the legendary statistician W. Edwards Deming once said, ‘Without data you’re just another person with an opinion.’”

IMPLICATIONS

  • Data Should Be Seen as a “Force for Good” in Client/Agency Relationships: The widespread and increasing use of data to help manage agency relationships is leading to more informed decision-making and improved efficiencies at both clients and agencies. Furthermore, the increased use of data is improving transparency and accountability.
  • Data Use in Media Is Critical: Data in media is the most important and most utilized of any category. With media transparency currently a major issue in the industry, the ANA encourages advertis­ers to assume greater internal stewardship of their media investments and to set up metrics to track performance.
  • Data in Creative Warrants More Attention: Clients should pay more attention to the processes for briefing and copy approvals, and use data to track progress, as the implications of not doing so include increased rework and potentially increased agency fees. Specific suggestions include tracking the number of rounds of revision that work undergoes prior to final approval, the average length of time that each approval step takes, and even “soft” metrics like the quality of the brief.
  • Clients Should Leverage Data to Improve Their Internal Efficiencies: Seventy-eight percent of respondents work at companies whose use of data for managing agency relationships helps improve internal efficiencies at the client. Meanwhile, 90 percent work at companies whose use of data for managing agency relationships helps improve agency efficiencies. Certainly, both numbers are high, yet the double-digit gap between the two warrants consideration and suggests that there may be a potential opportunity for clients to further improve their internal efficiencies and processes.
Data in media is the most important and most utilized of any category.

METHODOLOGY

In total, 92 client-side marketers were represented in the survey. Of those, 61 percent were “senior marketers” (director level and above) and 39 percent were “junior marketers” (manager level and below). On average, respondents have 18.3 years of experience in marketing/advertising. Fifty-three percent of respondents work at organizations which have an annual U.S. media budget of $100 million or more, while 47 percent work at organizations which have an annual U.S. media budget of less than $100 million. Those organizations are primarily B-to-C for 42 percent of respondents, primarily B-to-B for 13 percent, and equally B-to-C/B-to-B for the remainder.

What: The ANA (Association of National Advertisers) announced the formation of the Alliance for Inclusive & Multicultural Marketing (AIMM) to create a unified voice for the advancement of multicultural marketing.
Why it matters: The AIMM will bring together senior thought leaders from the African-American, Hispanic, Asian, LGBT and general market communities to create a united blueprint for the evolution of multicultural and diverse-segment marketing in America.

descarga-1The ANA (Association of National Advertisers) announced the formation of a new, wide ranging alliance designed to create a unified voice for the advancement of multicultural marketing.

The initiative is called the Alliance for Inclusive & Multicultural Marketing (AIMM).  Its goal is to bring together senior thought leaders from the African-American, Hispanic, Asian, LGBT and general market communities to create a united blueprint for the evolution of multicultural and diverse-segment marketing in America.

This goal is to position AIMM as the leading voice in multicultural and inclusive marketing, as well as diversity, and engage senior marketing executives throughout the country in the multicultural conversation. Work initiated by AIMM is intended to:

  • Share multicultural marketing examples through unique and distinctive forums
  • Drive ROI, primarily through marketing effectiveness and segment relevance
  • Provide leadership alignment and collaboration
  • Develop unique, growth-focused insights through collaborative research and through the creation of the multicultural marketing knowledge center
  • Create alternative and distinguished approaches to addressing industry diversity
  • Disseminate best practices of multicultural and diverse demographic segments through a robust communications program
  • Create unique marketplace experiences that provide compelling insights into the multicultural arena

AIMM will be co-chaired by Liodice, Antonio Lucio, CMO at Hewlett Packard, and Michael Lacorazza, EVP, Brand and Advertising-Integrated Marketing at Wells Fargo.  Board members will include Gilbert Dávila and Lisette Arsuaga, Co-Presidents at Dávila Multicultural Insights (DMI), and Carlos Santiago, President of Santiago Solutions Group (SSG).

As the marketplace becomes increasingly diverse, the ANA recognizes that the strategic evolution of multicultural marketing becomes even more important to brands.

“As the marketplace becomes increasingly diverse, the ANA recognizes that the strategic evolution of multicultural marketing becomes even more important to brands,” said ANA President-CEO Bob Liodice.  “To facilitate and accelerate that change, ANA invites the marketing community to come together to lead the pursuit of opportunities and to address the challenges before us.  Our strategic intent is to reach out to all constituencies in order to collectively make a difference in realizing the potential of multicultural marketing.”

“At Wells Fargo, we are about reinventing marketing, keeping our customer at the center of everything we do, and this directly aligns with the goal of AIMM,” said Lacorazza.  “We look forward to working together to advance multicultural marketing as a fresh voice in the industry.”

Dávila, who also serves as chairman of the ANA’s Multicultural Committee, added: “ANA will create a think tank that will lead an unprecedented evolution of multicultural marketing and diversity through its vision and leadership of an industry wide coalition that will provide distinctive value added to the entire marketplace.”

AIMM members committed to date include: the AHAA: The Voice of Hispanic marketing, representing over 100 Hispanic-focused companies and marketing agencies, Anheuser-Busch, Burrell Communications, Coca-Cola, Dunkin’ Donuts, IW Group, Kaiser Permanente, Kellogg, López Negrete Communications, NBC Universal, OMD, Procter & Gamble, Target 10, Univision, Video Advertising Bureau, and Wells Fargo.

Membership in AIMM for its first year will be limited and by invitation only.