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

North America

Geoffrey Precourt, Event Reports, ARF Re:Think, March 2014
This event report outlines how Doritos moved beyond the annual success delivered by its user-generated "Crash the Super Bowl" commercials to create a year-round bond with millennial males. Based on research conducted with Millward Brown Firefly, it found that being "bold" was a theme that resonated strongly with this demographic.

Geoffrey Precourt, Event Reports, ARF Re:Think, March 2014
This event report looks at how Ford, the automaker, and Luth Research, the insights provider, aimed to understand changing consumer habits by analysing how shoppers bought not only cars, but also electronics (in the form of smartphones) and fast food (by looking at ordering pizza). Adopting such an approach meant the companies could gain an insight into the broad shifts in online behaviour taking place, and then put those learnings relevant to Ford into a wider context.

Stephen Whiteside, Event Reports, IEG Sponsorship, March 2014
This event report discusses how The Milk Processor Education Program in the US turned chocolate milk from solely being seen as a treat for kids to a recovery drink for athletes. Based on evidence from numerous scientific studies, the organisation - which is funded by more than 111 milk processors across the country - conceived a campaign showing how chocolate milk could help exercise enthusiasts "refuel" after 45 minutes or more of strenuous exercise.

Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2014
This event report addresses the importance of programmatic advertising for marketers, based on research conducted by digital trade publication AdExchanger. Improved targeting and return on investment are among the main drivers of uptake for this approach, which is being applied across a growing number of channels.

Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2014
This event report discusses how Kimberly-Clark combined highly-specific data with programmatic advertising to boost engagement and sales. One example of this was by using statistics from Google's Flu Tracker platform to identify specific regions in which to run ads for Kleenex tissues.

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.

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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