Trends in ANA Marketing Masters 2021

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Advancing production agencies and suppliers has also been a major objective.

“We’ve made good progress on gender – with the brand organization and US P&G agencies at 50% female at almost every level, and with 46% of our ads led by women. But more progress is needed on race and ethnicity, with the biggest gap behind the camera, in any industry. Data is lacking, but a recent UCLA study indicated that less than 5% of all directors and production crews are people of color, ”Pritchard said.

Manoj Raghunandan, Global President of Personal Care for Johnson & Johnson, explained how the unrest following the murder of George Floyd last year served as a catalyst for change at the company and with its partners. J&J summoned its agencies from rival and independent holding companies and major media platforms – including Google, Facebook and Amazon – to engage in “micro-charters” on staff and content diversity and measuring progress .

“There has been phenomenal progress,” said Raghunandan. “This year alone, we have doubled our spending on black-owned media. While uptime is not where we would like it to be, we have doubled it and plan to double it again. We have looked at the diversification of all of our teams and customer service teams, and have made significant progress on several levels, especially at the highest levels.

Of course, a lot of work remains to be done in the industry. When asked how YouTube teaches its team about what’s important when it comes to diversity, YouTube Marketing Director Danielle Tiedt replied, “I would say we’re 20% where we need to be. It’s eternal work, and it doesn’t stop. We have found that using experts to educate us is a good way. The Geena Davis Foundation has been helpful here.

“Diversity starts with hiring, but even having a representative team isn’t always inclusive,” Tiedt said. “People need to feel comfortable raising their hand with a good idea or when something is wrong. ”

Lisette Arsuaga, co-founder of the Alliance for Inclusive and Multicultural Marketing, warned marketers against just chasing the news of the day, saying investing in minority-owned media “Is not a pity game. It’s a smart thing to do.

“It’s time to lead by example,” she said while warning marketers against being too responsive with their socially conscious spending. Arsuaga gave the example of money funneled into Black Lives Matter causes when this group made headlines, but then siphoning off those same dollars when anti-Asian hatred erupts, then committing money again to Latinx-related causes when it’s the order of the day, shifting portions of static budgets back and forth instead of making stronger, more reliable investments.

And Facebook ?

The event occurred the same week that Facebook came under scrutiny following high-profile accusations by whistleblower Frances Haugen that the social network puts profits before the well-being of its users. . But ANA members, many of whom are big Facebook advertisers, barely mentioned the controversy unfolding this week.

Instead, Michelle Klein, vice president of global customer marketing at Facebook, gave a pre-recorded talk that an ANA representative said was part of a “strategic partnership” between the social network and the advertising group.

Klein explained how marketers should start planning for the Internet’s next stage, the “metaverse,” which has become one of Facebook’s favorite concepts. Klein also discussed the importance of diversity, equity and inclusion. “It is imperative that marketers look straight ahead to see where we are going,” Klein said, “so that we can not only drive ROI growth, but also demonstrate societal change.”

Otherwise, the recent Facebook controversies have not been raised on stage and have not sparked heated discussions off the stage. An agency executive confessed that he was concerned his employees would think about the store’s work with Facebook, but defended the platform’s performance as a reflection, not the cause, of social issues. A marketing executive, also unofficial, noted her annoyance that her teenage daughter’s time on Instagram recently led her to talk about wanting a dermal filler for her nose – but that is unlikely to change plans. of the company’s media expenses.

“Advertising as a service”

Another hot topic, marketing in a cookie-free world, was raised.

Losing cookies and third-party identifiers doesn’t necessarily mean the end of the world, said Shenan Reed, media manager at L’Oréal USA. What the marketing world needs most, she said, is the idea of ​​”advertising as a service” and the realization that 70% of advertising impact comes from creation. , not how it is targeted or the media in which it is placed.

She likened retargeting to an obnoxious salesperson following you from a store to the parking lot to get you to reconsider things you have reviewed but haven’t bought. And she likened the TV commercial to someone stopping a show in the middle of an intense action scene “to tell me about this really good mop.”

L’Oréal is pushing for lighter advertising loads in the media and making sure that “we make the most of this gift of attention and time that the consumer gives them and reward them with relevant and engaging creations”, she declared.

While L’Oréal does not seek to harass people into buying that lipstick they considered and rejected, a greater risk of losing cookies and other identifiers is that it could interfere with the lipstick. The company’s goal of limiting people to seeing its ads no more than 10 times, she said. “Screen fatigue is real for those of you watching this from a distance,” she said. “Let’s start thinking outside the electronic box.” Magazine subscriptions have increased in the wake of the pandemic, she said, adding that out-of-home and live events are also rebounding.

“Let’s create moments, not advertisements,” she said. “And let’s stop calling them targets. Instead, maybe let’s think of consumers, customers, guests, customers, the audience. They should be more than just a number in our project.

Kohl’s is rethinking its media planning as its marketing budget shrank by around 20% during COVID-19, said Greg Revelle, the retailer’s marketing director. Calling the change “liberating,” he said some channels like print media did not hold up as well as digital ads. “Each media had to be independent,” he said.

Sell ​​internal marketing

In addition to selling goods to consumers, marketing managers also need to sell themselves to business leaders, especially when they want more money from CFOs. Lowe’s Executive Vice President and Chief Brand and Marketing Officer Marisa Thalberg spoke about repositioning the “marketing message” to move away from the oft-used “performance versus brand” thinking that positions marketing branded as the opposite of sales. She reframed the Lowe’s brand as more destination-oriented so that consumers shifted from the desire for “tools” to the desire for “tools at Lowe’s”.

“Refocusing this idea on what we’re looking for as a marketing team is extremely important: sell the product, sell the destination,” she said.

The strategy is similar at grill maker Weber, which has seen its sales and advertising spend skyrocket this year. “It’s the brand experience that your product creates that people love, not just the products themselves,” said Amy Pascal, vice president of Weber and head of marketing and branding in the United States. United.

Entering the metaverse through play

Organizing a hybrid conference in person and online is not ideal. The pre-recorded presentations turned out to be quite inflexible compared to the in-person deliveries. But it did offer an advantage: In a presentation on games, Dentsu executives appeared as virtual avatars of themselves behind virtual desktops.

Dan Holland, senior vice president of product and gaming solutions at Dentsu, joined Alexander May, managing partner of strategy at Dentsu, to help define what the metaverse is and how gaming can be a good point of access for businesses.

Holland and May have created their own characters that dress and look like them through the use of Facebook’s Horizon Workrooms, which is a virtual reality space where people can create cartoon characters in workspaces. animated in 3D and collaborate with colleagues in virtual meetings as if they were in front of them, even if they actually lived across the world.


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