Search Results for All Content (access may be restricted)
Search returned: 5682 document(s).
-
AI Is Great, But What Does It Mean I Have to Actually Do as a CMO?
Industry Insights July 10, 2024You would need to have been on Mars to avoid the onslaught of news stories and startup launches in the AI space, but there remains a paucity of good perspective on the implications for marketing. Technology has become an extension of humans for many years starting with the personal computer evolving to the www and then the smartphone. AI is no different but arguably represents a more fundamental and tectonic shift as it is not purely behavioral, it is a new form of intelligence, meaning limitless applications.
view -
AI Draws New Opportunities for Advertising Design
B2C July 10, 2024Generative artificial intelligence (AI) is rapidly changing how marketers conceptualize, craft, and distribute advertising creative. But as they integrate AI with their ad design, marketers need to be aware of several potential stumbling blocks.
view -
Agencies Should Always Act in the Clients' Best Interest
Industry Insights July 9, 2024Client/agency relationships were once predicated on the concept of a principal-agent relationship, where the agency had a fiduciary duty to act in their clients’ best interest. When this concept was the accepted practice, most client/ agency agreements reinforced this expectation.
view -
Customer Loyalty in Shared Mobility Situations: Spain
Knowledge Partners July 9, 2024A study of user behavior in the shared mobility (i.e., vehicle sharing) market in Spain, including user preferences, loyalty, frequency of use, average ticket, and other relevant indicators.
view -
The Olympics: A Real-Time Celebration of Unity and Excellence
Industry Insights July 8, 2024In a world that seems more divided than ever, there is one event that stands as a beacon of unity and excitement — the Olympics. For brands, it represents the most compelling branding opportunity a brand can want.
view -
Loyalty Marketing: How Much Fraud Is There?
Industry Insights July 8, 2024Loyalty marketing is a big business and growing. But that growth also puts marketers at increased risk for fraud. Fraud from consumers, professional hackers, and even employees. ANA has begun work with Human to better understand the extent of that fraud as well as remedies to minimize it.
view -
Lenovo Leans on AI to Amplify a Key Message
B2B July 8, 2024Lenovo recruited award-winning actor and entrepreneur Queen Latifah to be the face of a marketing campaign supporting women- and minority-owned businesses, with assistance from generative artificial intelligence.
view -
Unveiling the Future: NetLine’s INTENTIVE Redefines Buyer-Level Intent Data
B2 Awards July 7, 2024NetLine’s INTENTIVE launch redefined the landscape of buyer-level intent data, employing a unique influencer marketing strategy that significantly boosted engagement and demand within the B2B market.
view -
How Epiroc Used "Culture Magnets" to Attract High-Level Employees
B2 Awards July 7, 2024Tasked with elevating the talent level within its U.S. offices, Epiroc crafted an authentic, multichannel campaign that showcased what a great place it is to work by featuring the testimonials of real employees, known as “culture magnets.”
view -
Ipsos Highlighted Analytics Leaders with a Stellar Content Series
B2 Awards July 7, 2024In an effort to both elevate the ways in which insights and analytics are perceived within the C-suite and highlight how its organization supports those leaders, Ipsos created “The Path” community.
view -
This Cooking Competition Helped McCain Sell a New Potato Offering
B2 Awards July 7, 2024To promote its Mini Masher potato bites, McCain created “The Epic Throwdown,” a four-week digital culinary competition wherein chefs were challenged to create mouthwatering menu concepts. The footage from these competitions was then used to create content for a cross-media campaign.
view -
How This B2B Brand Partnered with Ozzy Osbourne to Drive Consideration
B2 Awards July 7, 2024Partnering with the likes of musicians Ozzy Osbourne, Joan Jett, Gary Clark Jr., Billy Idol, and Paul Stanley, Workday created a campaign that drove impressive results for both brand awareness and consideration.
view -
The Humans of B2B
B2 Awards July 6, 2024By earning a “best event ever” reaction from the B2B marketer community — and a 100% “would recommend” rating — “Humans of B2B” firmly established ANA NYC as a go-to for B2B.
view -
How EY Used AI to Create the “Face of the Future”
B2 Awards July 6, 2024The Face of the Future campaign generated significant increased brand awareness for EY for AI services. EY-branded search volume (share of search) for AI-related terms moved from seventh position to second versus competitors.
view -
This Insight-Driven ABM Campaign Put Customers at Heart of Progress
B2 Awards July 6, 2024Kyndryl created a series of programmatic modular campaigns designed specifically to enable field marketers to grow reputation and relationships in their accounts. These include media partnerships, events programs, and visits to Kyndryl Delivery Centers and experts around the world.
view -
Navigating the Complicated Relationship Between Social Media Users, Platforms, and Marketers
Industry Insights July 5, 2024People reducing their social media usage is the most recent trend in the ongoing complex – and often convoluted – relationship between social media users, platforms and marketers. Yet the majority of those on social media aren’t deactivating their accounts or deleting them entirely, they’re just starting to use social media differently.
view -
How Embraer: Enhanced Its Sustainability Messaging
B2 Awards July 5, 2024The E2 Tech Eagle campaign underlined Embraer’s commitment to furthering sustainability in flight through innovation.
view -
How This Golf Tournament Became an Engine for Progress in Gender Equality
B2 Awards July 5, 2024To showcase its commitment to gender equality and closing the pay gap, Grant Thornton (GT) created The Grant Thornton Invitational — the first mixed competition golf tournament in more than 20 years.
view -
How KPMG Used Spoof Products to Show It Understood Its Target Audience
B2 Awards July 5, 2024To show decision makers that it understood them, KPMG designed a series of spoof products, based on a grocery store “own brand” range, each meant to represent one of the Consumer Consulting division’s offerings.
view -
What’s on Retailers’ Minds? Chromecast and Outcomes-Based Buying
Industry Insights July 3, 2024Retail media grew beyond all other ad spending segments in 2023, and there have been reports seemingly every month on how it’s exploding in 2024. Most recently, eMarketer pointed to retail media taking share from linear TV spend, bolstering the growth of CTV. Global retail media ad spending is expected to more than double from $114.18 billion in 2023 to $233.89 billion in 2027, according to the eMarketer report. Retail media will soon represent a larger percentage of digital advertising spending, growing from 18.9 percent of that segment in 2023 to 25.7 percent in 2027.
view