Advertisement

Topic: ANA Masters of Marketing conference

How Arby's Turned Its Brand Around After Years With an Identity Crisis

CMO Rob Lynch got the chain back in the conversation

Arby's brand president and marketing boss Rob Lynch realized shortly after joining the fast-food chain famous for those stacked-to-the-ceiling roast beef sandwiches that he had his work cut out for…

ANA Hires 2 'Fact-Finding' Firms to Investigate Media Rebates

Ebiquity, K2 Intelligence selected

The Association of National Advertisers, which represents the country's top brand marketers, on Tuesday announced the hire of two firms to look into the controversial issue of media rebates. At issue…

How Arby's Broke Its Marketing Slump and Became One of Today's Beefiest Brands

Brand president says it all began with meat

A few year's back, Arby's had a big problem with its advertising: it wasn't working. The brand had been through a host of different taglines, ad agencies and logos, none…

How Harley-Davidson Is Reaching Out to Millennials While Still Appealing to Boomers

CMO says both are possible

Having spent decades building an iconic motorcycle brand that once symbolized youth more than any other, Harley-Davidson has spent the last decade focused on bridging the generation gap between loyal…

How Airbnb's CMO Transformed the Company Into a Super Brand in Just 18 Months

Marketers need to be fearless

When Airbnb CEO and co-founder Brian Chesky approached Jonathan Mildenhall about taking on the CMO role at Airbnb 18 months ago, Mildenhall said he was a bit skeptical. He was,…

How GE Is Continuing Its Legacy of Innovation in the Digital Age

From lightbulbs to podcasts, CMO says being first matters

Fittingly, Linda Boff, General Electric's newly minted CMO, opened Thursday's Association of National Advertisers Master's Conference in Orlando by emphasizing the multinational conglomerate's storied history of being first, with experimentation…

PepsiCo Exec Fears the Agency Model Won't Bend, but May Break

Says shops aren't changing with the times

The president of PepsiCo's global beverage group says ad agencies have not successfully kept pace with changes in the marketplace and fears the current model won't last much longer.  "The agency…

5 Tips From Progressive's CMO on Building a Brand That Cuts Through the Clutter

Starts with fresh content and a cast of characters

In a competitive, jam-packed category like insurance, it can be difficult to reach consumers in an interesting and relevant way. Over the years, Progressive has managed to portray itself as…

'Exploding Gains in Technology' Have Led to a Transformative Year for Marketers, ANA Chief Says

But industry must fight ad blockers

Bob Liodice, president and CEO of the Association of National Advertisers, kicked off the 2015 ANA Masters of Marketing Annual Conference in Orlando by touting the industry's efforts this year…

ANA Board Meets at Masters Conference to Hash Out Media Rebates

Moving toward a collaborative effort

Association of National Advertisers board members attending the Masters of Marketing Conference in Orlando spent a full day behind closed doors Wednesday to discuss a number of issues, including whether…

Advertisement