North America

Preparing for the California Consumer Privacy Act: Welcome to GDPR “on steroids”

Article • Stephen Whiteside, Event Reports, ANA Masters of Marketing

The California Consumer Privacy Act (CCPA) is set to come into force in 2020, and marketers should prepare for this legislation at the earliest opportunity.

“The Talk” remains P&G’s very public (and very bold) anchor for multicultural equality

Article • Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2018

Procter & Gamble, the consumer goods giant, made a bold commitment to equality with “The Talk”, an ad based around the difficult conversations black parents are forced to have with their children.

Focus on digital has 'damaged the quality of creative'

News • 15 November 2018

Most marketers believe digital growth in advertising has come at the expense of the quality of creative, new research reveals.

How Denny's found its purpose

News • 14 November 2018

Denny’s, the quick-service restaurant chain, took an unusual path to finding its purpose, but has been able to powerfully leverage this guiding principle for its brand.

'Alexa, what are we really using smart speakers for?'

News • 14 November 2018

Voice tech may still be a novelty for many, but it’s already having a big effect on millions of consumers’ media habits.

What will change and what will remain

Opinion • Diana Naguib, November 2018

In the final instalment of ANA Masters of Marketing insights from MediaLink, SVP Diana Naguib explores how the influence of AI will affect the industry in the year ahead, and observes how direct brand ownership of data will become more important than ever before.

Fiat Chrysler Automobiles (FCA): The Audience Hub

Case Study • Sarah Mulrenin, Ethan Chamberlin, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Fiat Chrysler Automobiles (FCA), the multinational automobile maker, improved reach and sales by streamlining its marketing efforts to find its core US audiences and tailor creative to those specific groups.

Purpose, promise and profitability

Opinion • Jason Schulweis, November 2018

As brand purpose enters the mainstream, the 2018 ANA Masters of Marketing witnessed its influence on brands as diverse as Ancestry, Clorox, and FedEx.

PEARL iZUMi: A small agency with big-agency analytics

Case Study • Anthony Racine, Karlin McGinness, Kristen Rutherford, WARC Media Awards, Shortlisted, Best Use of Data, 2018

PEARL iZUMi, the premium cycling apparel and footwear company, created a multi-channel digital strategy that increased e-commerce sales and drove new customers to the brand's e-commerce platform.

How Land O’Lakes pursued a tech-fueled B2B transformation

Article • Mary Connors, Event Reports, B2B Next, September 2018

Land O’Lakes, the agribusiness and dairy co-op, has leveraged new digital technologies to help enhance its business-to-business operations.

ARF probes personal-data use, ownership

Article • Geoffrey Precourt, Event Reports, Advertising Week, October 2018

The Advertising Research Foundation (ARF), the industry body, is seeking to advance new standards for data usage in the marketing ecosystem.

Graco gets to grips with B2B e-commerce

Article • Mary Connors, Event Reports, B2B Next, September 2018

Graco, a manufacturer of industrial fluid-handling equipment, has used a nuanced strategy to build out its e-commerce capabilities.

Ford adds e-scooters to its product range

News • 12 November 2018

Ford, along with many other multinational automakers, is actively developing electric vehicles, but now the Detroit-based company sees commercial opportunities with a much smaller mode of transport – the electric scooter.

How Kravet restyled its business-to-business e-commerce strategy

Article • Mary Connors, Event Reports, B2B Next, September 2018

Kravet, the business-to-business home furnishings company, retooled its e-commerce site in order to better serve its customers.

Pizza Hut gets a taste for digital testing

News • 12 November 2018

Pizza Hut, the quick-service restaurant chain, is using digital testing to ensure that changes to its online hub make the right impression on consumers from a behavioral and attitudinal perspective alike.

Hasbro beats back the “noise” of influencer marketing

Article • Geoffrey Precourt, Event Reports, Advertising Week, October 2018

Hasbro, the toy manufacturer, has taken a test-and-learn approach to influencer marketing as it seeks to navigate this complex but dynamic space.

Video didn't kill the radio star… but electric cars might

News • 08 November 2018

Music cartridges didn’t see it off. Neither did cassettes, nor CDs.

Cigna shifts focus from 'sick care' to 'well care'

News • 07 November 2018

Cigna, the health insurance service company, has generated strong brand benefits and driven positive behaviour change among consumers through focusing on well care rather than sick care.

Denny’s flips the marketing textbook to find its purpose

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2018

Denny’s, the quick-service restaurant chain, has successfully reinvigorated its brand in the face of various headwinds.

Lincoln accelerates engagement with 360-degree video and virtual reality

Article • Stephen Whiteside, Event Reports, MMA Innovate Conference, October 2018

Lincoln, the auto marque, successfully leveraged 360-degree video and virtual reality (VR) in launching its 2018 Navigator sports utility vehicle.

Business must talk about society, industry leaders say

News • 07 November 2018

The days of corporates steering clear of any kind of political discourse and focusing only on delivering for shareholders are over, according to key business figures.

P&G's multicultural marketing formula

News • 06 November 2018

Procter & Gamble, the FMCG giant, is pushing multicultural marketing right through from insights to measurement in order to make sure it is truly engaging with a diverse set of consumers.

US politicians back online spending to woo electorate for midterms

News • 06 November 2018

Politicians who turned up the heat on Mark Zuckerberg over privacy and leaked-user information seem to have no problem spending their campaign budgets on Facebook in a bid to win over voters, according to news reports.

The opportunities and challenges around martech

Article • Amy Rodgers, Sophie Harding, Steve Lok and Damian Ryan, WARC Webinars, October 2018

Steve Lok, global head of Martech at The Economist, Sophie Harding, trends and insights director at Mindshare, and Damian Ryan, partner at Moore Stephens, discuss findings from the recent Martech Report.

ARF probes personal-data use

Article • Geoffrey Precourt, Event Reports, Advertising Week, October 2018

The Advertising Research Foundation (ARF), the industry body, is seeking to advance new standards for data usage in the marketing ecosystem.