USA

Insights on the nation's economy, consumers and marketing industry

North America


Sarah Shearman, Event Reports, South by Southwest Interactive, March 2014
This event report discusses how McDonald's uses real-time messaging. As a brand which attracts a lot of negative commentary, and is frequently the subject of misinformation, it approached this activity with great care.

Sarah Shearman, Event Reports, Brand New World, February 2014
This event report discusses how Goldman Sachs is using social media. Initially, the bank saw little value in a channel that seemingly served of its few core business purposes.

Stephen Whiteside, Event Reports, ANA Media Leadership, March 2014
This report summarises the findings of a survey into the use of programmatic buying for advertising campaigns by US marketers. While programmatic buying has mostly been used for digital formats so far, some marketers are also starting to use automated television-buying.

Sarah Shearman, Event Reports, South by Southwest Interactive, March 2014
This event report discusses how Nasty Gal, the online fashion retailer, is building on its digital - and, particularly, social - origins to gain a foothold in the bricks-and-mortar space. Having started trading on eBay in 2006, the brand quickly built up a loyal audience on social media, firstly on Myspace and then on Facebook.

Sarah Shearman, Event Reports, South by Southwest Interactive, March 2014
This event report discusses how AllSaints, the fashion retailer, approaches innovation. Rather than simply jumping on the bandwagon of the latest consumer and technological trends - an obvious temptation for fashion brands - the firm is taking a more measured approach.

Sarah Shearman, Event Reports, Brand New World, February 2014
This event report discusses how Harry's is seeking to transform the shaving experience - and thus disrupt the entire category. Based on the idea that the existing in-store and post-purchase experience were failing to engage men, it pursued a strategy based upon ecommerce, providing lower prices and making simple but stylish products with unique designs and, in some cases, personalised features.

Warc News, 09 April 2014
BOCA RATON, FL: Inefficiency and complexity in the digital ecosystem are hurting both brands and publishers financially, according to a senior industry figure. Bob Liodice, president/ceo of the Association of National Advertisers (ANA), discussed this subject during his keynote at the organisation's 2014 Media Leadership Conference in Boca Raton. H.

Warc News, 21 March 2014
BEVERLY HILLS: The Advertising Research Foundation (ARF) has joined up with the Association of National Advertisers (ANA) and other marketing thought leaders to embark on "a new level of collaboration" to improve cross-media measurement. Gayle Fuguitt, ARF president/ceo, and Bob Liodice, her ANA counterpart, talked about the urgency of cooperation .

Warc News, 26 February 2014
PALM SPRINGS: Research led by the Association of National Advertisers (ANA) has helped identify five best-practice mandates for marketers, including: connect; inspire; focus; organize; and build.These directives are the conclusions of a new Marketing2020 study the ANA recently conducted with New York-based marketing strategists EffectiveBrands..

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