Annual Report - Association of National Advertisers

Transcription

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Annual Report
Agency Compensation | Agency Relations | Brand Building | Business-to-Business | Digital, Social, & Mobile Marketing | Integrated Marketing | Legal/Regulatory | Marketing Accountability
Multicultural Marketing | Media | Marketing Organization | Marketing Financial Mgmt & Procurement | Production Mgmt | Research | Shopper Marketing | Sponsorship & Event Marketing
Leadership and
Marketing Excellence
Lead the industry and advance
marketers’ success by:
Championing marketing excellence and collaborative mastery
•
•
Shaping the future of marketing
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Annual Report
Message from the President/CEO, Bob Liodice................... 3
Message from the COO, Christine Manna........................... 4
Corporate Highlights
>
Membership...............................................................6
>
ANA Brand Positioning..............................................10
>
Marketing2020.........................................................11
>
Going Global with The Internationalist 1000...............12
>
Celebrating Great Marketing......................................13
Message from the Washington, D.C. office, Dan Jaffe....... 14
Advocacy and Leadership
>
Top Issues in Government Relations......................... 16
> Industry Initiatives.....................................................18
» Making Measurement Make Sense (3MS)...............18
» Ad-ID.....................................................................19
» Alliance for Family Entertainment (AFE)..................20
» Joint Policy Committee (JPC)..................................20
>
The Truth About Advertising......................................21
Message from the Board Chair, Stephen F. Quinn............. 22
Products and Services
>
Events.......................................................................24
>
Sponsorships............................................................28
>
Committees...............................................................29
>
Training.....................................................................32
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Marketing Knowledge Center.....................................34
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Marketing and Communications................................36
Financial Performance
>
Financials.................................................................40
ANA Directory
>
ANA Member List......................................................44
>
2013 Strategic Partners and Thought Leaders...........47
>
ANA Staff..................................................................47
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Officers and Board of Directors..................................48
ANA 2013 Annual Report — Leadership and Marketing Excellence |
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“We are ready to deliver
what our members need:
marketing excellence and
an organization that will
shape the industry’s future.”
— Bob Liodice
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Message from the President/CEO
Dear ANA Members, Friends, and Industry Colleagues,
2013 was one of the most successful years in ANA history. Across
every benchmark and measurement, we met or exceeded expectations.
We generated substantial business and leadership momentum, and
our progress is coming at increasing rates.
This upbeat assessment is sourced from several fundamental areas:
•
Substantial growth in our industry leadership agenda across
all platforms. The ANA’s leadership in areas such as marketing
organization, agency relations, talent negotiations, advertising taxes,
privacy, self-regulation, industry measurement, online piracy, and
patent trolling has become an integral part of our growing legacy.
Whenever there is an industry issue or opportunity, the question
always seems to be: Is the ANA involved? This is a clear testament
to the ANA’s overarching strength and ability to bring positive change
to our ecosystem.
Bob Liodice
•
Extraordinarily healthy business operations. The ANA’s strength is grounded in a core of “growth.” And that growth
is a reflection of our devotion to quality. That is why every ANA product and service is growing, and why membership
engagement continues to hit new highs. As such, total membership continues to expand, with 2013 growth
of more than 13 percent. Financially, our operating income exceeded $2 million for the fourth consecutive year,
reaching a record high of $2.8 million in 2013. These resources are redeployed to fuel future membership satisfaction,
to expand products and services, and to pursue targeted leadership initiatives — all of which elevate our prospects
for long-term growth and overall membership success.
•
Bolder business strategies for long-term success. The ANA continued to expand its reach, as members want us
to fulfill evolving expectations across a wide, diverse, and complex ecosystem. To do that, we broadened our
business model. We now look to external partners for marketing intellectual capital while concurrently pursuing
initiatives to strategically strengthen our portfolio. We want to build new operating models and consistently sharpen
our focus to meet the changing needs of our membership. This requires increasing quality and levels of staff,
investments in technology, improvements in marketing and communications, and an expansive strategic approach.
Our members have benefitted materially through:
The addition of Effie and Mobile Marketing Association case histories to our marketing capital
Our collaboration with MarketShare and the addition of the Marketing Analytics Leadership Award
Our partnership with The Internationalist 1000, expanding our global marketing coverage
The delivery of valuable marketing tools and templates via Demand Metric
The incredible outcome of our partnership with EffectiveBrands to bring one of the most storied studies
to our industry, Marketing2020
The unique insights and marketing perspectives of our Strategic and Thought Leadership partners
We are very proud of our accomplishments, and look forward to addressing the challenges before us. We are ready
to deliver what our members need: marketing excellence and an organization that will shape the industry’s future. We
believe we have the membership strength, financial resources, and leadership platforms to accelerate our momentum
even further. We are excited about working with our friends to advance the industry and bring continued growth
to all our members in 2014.
Bob Liodice | President and CEO
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Message from the COO
The ANA wraps up its 103rd year of service to the marketing community
on a strong operational and financial footing — a footing that provides us
with the resources to advance the interests of marketers and empower
them to shape the future of marketing.
The ANA actively supports members by helping them identify the insights,
tools, and industry forums that enable them to become leaders in marketing
excellence. This support comes to life via a wide range of products and
services:
Christine Manna
•
The richest content library in the industry, with more than 8,000
research reports, case studies, insight briefs, and other carefully
curated content items to keep marketers fully informed on the latest
trends, best practices, and growth opportunities
•
Market-leading collaborative forums like the annual Masters of
Marketing Conference; our major national conferences on topics like
media leadership, real-time marketing, and multicultural marketing;
and targeted discipline-specific committees where members can
meet their peers and tackle topics of immediate professional interest
•
Continual learning and professional development through our School of Marketing’s wide range of training
courses and onsite seminars
•
Speaking with the combined weight of 570 member firms — top brands and marketers all — in regulatory
and governmental conversations of critical importance to our industry now and in the future
We address this mission through a resolute focus on two core principles: value and quality. Creating value at all
points of contact — from our member companies to our partners to the marketing industry as a whole — allows
us to deliver on those guiding principles.
As part of our focus on service, the ANA continually looks for opportunities to support the overall industry, whether
addressing concerns over Internet domain names, helping lead talent payment negotiations, defeating advertising
tax legislation, or improving the marketing supply chain. These initiatives benefit everyone — clients, agencies, and
service providers alike.
2013 has been our strongest year on record, both financially and operationally. We exceeded our goals in terms
of membership growth, member engagement, and member satisfaction. And once again, our strong performance
was driven by the outstanding execution of our employees, deeper relationships with our members and partners,
and a broadening portfolio of products and services.
During the year we made investments in new products and services, added additional staff to support our memberfacing services and industry initiatives, and expanded and revitalized our office and technology infrastructure.
Our philosophy is to reinvest in our products and services, and that will continue in the coming year. We will
also continue to fund a variety of industry leadership initiatives that support cross-functional needs, such as
measurement and consumer privacy.
Our focus in 2014 is simple: carry on our strategy to advance marketing excellence through the leadership insights,
collaboration, training, and services that our members and the overarching marketing industry need to succeed.
Christine Manna | COO and CFO
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Corporate
Highlights
“The ANA actively supports
members by helping them
identify the insights, tools, and
industry forums that enable
them to become leaders
in marketing excellence.”
— Christine Manna
ANA
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Membership
2013 Overview
ANA membership achieved two historic milestones in 2013.
First, we acquired a record 69 net new member companies,
increasing the ANA’s size to 570 corporate members —
a size that seemed unimaginable only a few short years
ago. The ANA continues to be valued as a marketing
resource for all segments of the client-side marketing
industry, as member companies large and small are
provided with the same level of high-quality service.
Second, we established an all-time high in unique member
engagement. Our members took advantage of ANA benefits
and privileges such as access to proprietary insights and
research, peer-sharing meetings and workshops, extensive networking opportunities, practical skill development
programs, leading industry conferences, and advocacy.
More than ever, members have come to rely on the ANA
to provide the marketing insights they need to make better
marketing decisions and build their brands. B-to-B
segment marketers are also benefiting from the ANA’s
proven, practical, and easy-to-access marketing insights.
As the marketing landscape continues to become more
complex, so do the needs and demands of our members.
We’ve continued to invest in the tools, technology, and
personnel to allow for quick and easy access to the right
insights at the right time. In 2013, nearly 16,000 marketers
(an increase of 18 percent versus a year ago) tapped the
ANA to find the knowledge and resources they needed.
What were they looking for? More than two-thirds of our
members consumed case histories, research studies,
and peer-to-peer insights on what works and what does
not; more than half found the ANA’s School of Marketing
to be an efficient and effective way to build and develop
the team’s internal capabilities and skill sets; and one-third
turned to the ANA because of our top-flight conferences.
Of course, there is no finer or more respected marketing
conference than the ANA Masters of Marketing. The 2013
event attracted more than 2,000 attendees — a record.
This conference showcases the world’s leading CMOs and
other top thought leaders. Nowhere can marketers learn
more, connect more, or gain more insights into what drives
a successful growth agenda.
The ANA’s growing portfolio of best-in-class products and
services is matched by our relentless dedication to servicing
our members. The ANA experience begins and ends with
you, the member. This is further exemplified by the high
member satisfaction and quality scores we achieve. The
ANA continues to rank among the highest U.S. companies
in this category, and we never stop trying to improve our
performance year over year.
Judging from the growth of our membership, usage of ANA
products and services, and our continued high satisfaction
scores, the ANA is a resource and partner that marketers
can count on to build their knowledge, capabilities,
and brands.
Mapping Our Members
•
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ANA member companies are headquartered
in 39 of the 50 states.
•
California (111) boasts the most members,
followed by New York (85) and Illinois (52).
•
In 2013, 110 companies joined the ANA —
the most successful year in ANA history.
There are nearly 30 ways members
can interact with the ANA.
In 2013, the ANA held 25 events,
in locations throughout the U.S.
Hosts included 3M, AnheuserBusch InBev, Walt Disney Parks
and Resorts, Ford Motor Co.,
The Home Depot, MillerCoors,
and Wells Fargo.
Membership
Did You Know?
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We gained our first member in South Dakota in June: the Edith Sanford Breast Cancer Foundation.
•
The state that gained the most members in 2013 was California, with 21.
•
Members Alaska Airlines and Walt Disney Parks and Resorts teamed up with Disney-themed planes for flights
between Seattle and Orange County.
•
Members King’s Hawaiian Bakery West and Arby’s partnered to launch new sandwiches using King’s Hawaiian buns.
•
In February, Hasbro held a social-media-based public vote that allowed fans of Monopoly to choose a new board game
piece and eliminate another. The new token is the cat, and the retired token is the iron. Other pieces in the running
included a robot, a diamond ring, a helicopter, and a guitar.
Corporate dues-paying members hit 570
Dues Paying Members
570
600
501
500
438
400
Throughout the year, members
received more than 600 pieces
of proprietary marketing content,
including case studies, best
practices, and marketing tools,
through the ANA’s daily email
communications.
395
342
300
ANA’s membership crosses
35 industry categories.
The top 15 are:
200
100
1. Financial/insurance (93)
0
2009
2010
2011
2012
2013
2. Food/beverage (50)
3. Technology (38)
4. Health care (35)
Member dues rose to $12 million
Member Dues (Millions)
5. Consumer goods/products (34)
$14.0
$12.0
$12.0
$10.8
$10.0
$8.0
$8.8
6. Pharmaceutical (27)
7. Travel/leisure (27)
8. Professional services (26)
$9.7
9. Restaurant/fast food (25)
$7.8
10. Retail (24)
11. Consumer products/durables (23)
$6.0
12. Entertainment (18)
$4.0
13. Automotive (16)
$2.0
14. Alcohol and tobacco (15)
$0.0
2009
2010
2011
2012
2013
15. Telecommunications (13)
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Membership
Collectively, these 10 companies have been ANA members for nearly 1,000 years:
(Join Date)
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July 7, 1911
September 2, 1911
January 2, 1912
February 1, 1912
May 1, 1913
May 2, 1913
May 1, 1916
May 1, 1917
August 1, 1919
May 1, 1920
www.ana.net
Membership
Nearly 16,000 unique individuals engaged
Number of Engaged Individuals
18,000
15,837
16,000
The ANA held 54 webinars throughout the year. These hour-long events
covered hot topics such as digital,
social, agency management,
content marketing, and big data.
13,350
14,000
12,000
10,680
Our 2013 Masters of Marketing
Conference in Phoenix, Ariz.,
attracted a record crowd of 2,200.
10,000
7,225
8,000
5,645
6,000
4,000
2,000
0
2009
2010
2011
2012
2013
Member satisfaction is at extremely high levels
2011
2012
68
45
50
2013
71
51
67
Almost 3,900 members experienced a School of Marketing
onsite workshop in 2013.
The ANA’s 20 committees
are comprised of individuals
from more than 400 member
companies.
65
47
More than 2,250 pieces
of new content were added
to the ANA website in 2013.
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Meet/exceed expectations
Engage again in the future
Recommend us to a colleague
The Washington, D.C. office had
61 meetings on Capitol Hill with
members of Congress in 2013.
“As members, we can work together to contribute the knowledge needed to navigate today’s turbulent,
changing times.”
— ANA Chair Stephen F. Quinn, EVP and CMO, Walmart U.S.
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ANA Brand Positioning
Advancing the Interests of Marketers
For years the ANA had struggled with its brand positioning —
“Insights, collaboration, and advocacy” — because it’s
a phrase that, in one form or another, a variety of trade
associations lay claim to. This blurring of words not only
causes confusion across the association landscape,
but, in many cases, leaves organizations indistinguishable
from one another.
The ANA has long demonstrated industry leadership
through the championing of legislative, regulatory, and
industry initiatives on behalf of marketers. These include
advertising taxes, commercial free speech, online privacy,
and self-regulation, as well as major initiatives like Making
Measurement Make Sense (3MS), Ad-ID, and SAG-AFTRA
contract negotiating, to name a few.
To differentiate ourselves in the eyes and minds of our
members, the industry, and other trade organizations,
in 2012 the ANA embarked on a journey to create a new
brand positioning. We began by interviewing staff, members,
former members, and nonmembers, and then, with the
assistance and guidance of our agency partner TAXI-NYC,
developed a brand positioning that clearly defines the ANA
and sets the course for the future.
At the same time, we have had a laser-like focus on fostering
and advancing marketing leadership and excellence through
the development and curation of thought-leading content,
industry-leading conferences and training programs, survey
research and white papers, and a growing committee structure.
The positioning is drawn from our mission statement:
Lead the industry and advance marketers’ success by:
•
Championing marketing excellence
and collaborative mastery
•
Our new positioning gives us a singular, cohesive voice
centered on advancing the interests of marketers through
what the ANA does best: provide industry and marketing
leadership.
The positioning is also drawn from our mission statement:
“Leadership that advances
marketing excellence
Championing marketing excellence and
and shapes
collaborative
mastery the future
offuture
the ofindustry.”
Shaping the
marketing
Lead the industry and advance marketers’ success by:
•
•
We believe our new positioning articulates and amplifies
our purpose and the value the ANA brings to our members
and the industry.
It is our goal that you, as a member, foster marketing excellence within your organization by experiencing how we live
our positioning and make it come alive through the delivery
of products and services.
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Marketing2020 — Organizing for Growth
The most comprehensive study ever conducted on the future of the marketing function
Bringing the Study to Life
Looking ahead to the year 2020, many global marketing
leaders are asking themselves how to ready their marketing
organization to drive growth in a rapidly changing environment.
In today’s evolving digital world, what marketing does has
changed beyond recognition, but how the function is
organized has not changed much.
Marketing2020 — Organizing for Growth was initiated to
better understand how marketing can best align strategy,
structure, and capability to support business growth. The
platform offers CEOs, CMOs, and their teams strategic
frameworks, practical guidelines, and tools to increase
marketing effectiveness.
In 2013, through a series of 12 invitation-only roundtable
sessions across the U.S. as well as one at Cannes Lions,
CMOs and industry leaders came together to add their unique
perspectives to the key findings. The research was also shared
and discussed at the Masters of Marketing Annual Conference
and several ANA committee meetings. Additionally, Marketing2020 content was incorporated into new pilot programs
for the ANA School of Marketing.
Next Steps
Since the preliminary findings were unveiled at the Masters
of Marketing, ANA’s signature work is now ready for prime
time. In 2014, the ANA will share the findings with external
audiences and across ANA’s membership. For more information,
email Nick Primola at nprimola@ana.net.
This global, landmark study was an important stake
in the ground for the industry. Marketing2020 leverages
the insights of more than 250 CMOs and 10,000 marketers
from 92 countries. The ANA is collaborating with
EffectiveBrands, SpencerStuart, Forbes, Adobe, and
MetrixLab to help U.S. marketers interpret, discuss,
and apply key insights and recommendations.
Marketing2020 addresses the key questions that will
drive the future of marketing:
•
What is the role brands and marketers should play?
•
How should the marketing organization be structured?
•
How do you build capabilities and equip marketers
for success?
•
What are the winning CMO leadership skills,
competencies, and behaviors?
“The results of the study provide senior
marketers around the world with clear
pathways to business growth. This is the
most ambitious and significant research
and leadership initiative to help guide
the future of the marketing function.”
— Bob Liodice, President and CEO, ANA
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Going Global with The Internationalist 1000
Our global alliance with The Internationalist 1000
and its founder, Deborah Malone, kicked off in
mid-2013 with events in New York, Chicago, and
the 2013 Masters of Marketing Conference, among
others. These events cultivated cross-regional
connections, recognized new marketing leaders,
and inspired others to take risks as they re-energized
their marketing vision.
The Internationalist 1000 are dedicated industry
leaders who are reshaping our understanding of
marketing’s expanding role throughout the world.
In many ways, these individuals are the champions
behind the brands. Their efforts ensure that
multinational marketing programs move ahead
and make a difference. They all share a passion
for the business, a devotion to excellence, and
a belief in furthering marketing best practices
throughout the world.
The main benefits of our global alliance with The Internationalist 1000 include:
•
The ability to shape the future of the industry through global marketing leadership
•
The opportunity to meet colleagues from around the world in similar roles with similar challenges
•
Participation in elite events, dinners, think tanks, awards shows, and online conversations around the world
•
Access to The Internationalist digital magazine, dedicated to the business needs of the international
marketing professional
•
Participation in task forces (virtual or in-person) on key industry issues
•
Access to thought-leading insights from the world’s top marketers
Tea and Content
Afternoon Tea with The Internationalist, a newly added content
session at the 2013 ANA Masters of Marketing Annual Conference,
brought together 125 attendees to hear innovative solutions to
everyday branding challenges from ANA members including
Diageo, FedEx Corp., and Dell.
Looking Forward to 2014
Over the course of 2014, there will be a minimum of eight co-presented
domestic events. These include three seminars at existing ANA
conferences in the U.S., plus a series of think tanks and dinners
in Asia, Europe, and Latin America.
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Celebrating Great Marketing
Multicultural Marketing
Excellence Awards
Marketing Analytics
Leadership Award
Rising Marketing
Stars Award
For the 13th year, we acknowledged
marketers who produced innovative
and outstanding multicultural
advertising campaigns. A total of 189
entries were received — a 13 percent
increase over 2012. The grand-prize
winners of the Multicultural Excellence
Awards included:
In 2013, ANA member USAA won the
first-ever Marketing
Analytics Leadership
Award, created to
highlight today’s
important and rapid adoption of
sophisticated analytics in the planning
and measuring of global marketing
investments. Conceived by the ANA
in partnership with leading marketing
analytics firm MarketShare, the award
carried with it a $50,000 prize.
For the fourth year, we recognized the
latest class of “Rising Marketing Stars”,
who demonstrated exceptional skills,
creativity, and leadership in their roles
and contributed to the overall effectiveness of their organizations.
•
Alexandra Bozenhard, brand
manager, Excedrin, at Novartis
Consumer Health
Between 2008 and 2012, USAA
surged from selling 9 percent of its
products from marketing investments
to 29 percent. The company spends
a fraction of revenue on advertising compared to its industry competition. USAA
donated its $50,000 prize to the Fisher
House Foundation, which provides free
or low-cost lodging to veterans and
military families receiving treatment
at military medical centers.
•
Emma Fryer, senior marketing
communications manager
at TOMY International
•
Coley Holnback, marketing
manager of global sponsorship
marketing at Visa, Inc.
•
Jay Sethi, brand manager,
North America COVERGIRL,
at Procter & Gamble
Asian Category
Marine Corps Recruiting Command
United States Marine Corps
Uniworld Group (agency)
Hispanic Category
Procter & Gamble
PAMPERS
Conill Advertising (agency)
African-American Category
Walmart
History Teaching History
Liquid Soul (agency)
General Market Category
Wells Fargo
Convenience Campaign
Acento Advertising Muse,
UM/MRM, DDB (agency)
The four winners were:
Digital Media Category
General Mills, Inc.
LuckyToBe
McCann New York (agency)
Radio Category
Heineken USA
Tecate
iNSPIRE! (agency)
LGBT Category
General Mills, Inc.
LuckyToBe
McCann New York (agency)
Print Category
City Year, Inc.
Make Better Happen
Allen & Gerritsen (agency)
Significant Results Category
MillerCoors
Stand Up. It’s Miller Time
commonground (agency)
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Message from the Washington, D.C. office
The ANA’s Washington, D.C. office is a critical insurance policy
for the advertising and marketing industry.
We work to oppose any efforts by the government to tax, ban, or
otherwise burden the legitimate rights of marketers to communicate
with consumers. We help to educate important policymakers about
the benefits of our industry to the economy as a whole and to individual
consumers. We are the advertising community’s voice before Congress,
the state legislatures, and the regulatory agencies in Washington, and
in the courts. The D.C. office also manages a Legal Affairs Committee
and organizes an annual Advertising Law & Public Policy Conference.
Some of our major efforts in 2013 included:
•
Dan Jaffe
Providing the primary funding for updated research on the economic impact of advertising by IHS Global Insight, a noted economics analysis organization. The study found that advertising accounts for $5.6 trillion of economic output and supports 21.1 million jobs
in the U.S. annually.
•
Meeting with a broad cross-section of key members of Congress on both sides of the aisle to discuss the importance of maintaining the current tax deductibility of all advertising expenditures under the federal tax code.
•
Helping to defeat serious ad tax proposals in Minnesota, Ohio, and Louisiana.
•
Expanding and strengthening the Digital Advertising Alliance, the industry self-regulatory program for online
behavioral advertising, including the introduction of new principles for mobile marketing.
•
Working to protect the interests of brand holders regarding the attempt by the Internet Corporation for Assigned
Names and Numbers (ICANN) to vastly expand the number of generic top-level domain names on the Internet.
•
Successfully pushing for Congress to approve legislation that requires a cost/benefit analysis before four powerful
federal agencies can impose unprecedented restrictions on the marketing of food and beverage products directed
at children.
•
Working for federal legislation to address the serious threats of demand letters and frivolous litigation against
both marketers and advertising agencies through the actions of “patent trolls.”
•
Hosting another successful Advertising Law & Public Policy Conference, featuring Senator Mark Pryor (D-Ark.),
FTC Commissioner Julie Brill, Maryland Attorney General Doug Gansler, and Fadi Chehade, the president and
CEO of ICANN.
We want to work closely with the legal and government relations professionals from your company. Please urge
them to contact us to discuss how we can best work together to protect your company’s bottom line and First
Amendment rights.
We can be contacted at 2020 K Street, NW, Suite 660, Washington, DC 20006; by phone at 202.296.1883;
or by email at djaffe@ana.net.
Dan Jaffe | Group EVP
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Advocacy
and
Leadership
“We help to educate
important policymakers
about the benefits
of our industry to the
economy as a whole and
to individual consumers.”
— Dan Jaffe
ANA
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Meet Our D.C. Team
The ANA’s office in Washington, D.C.
has a staff of five. Our staff members
are all well-versed in the legislative,
regulatory, and legal issues facing
advertisers, and have extensive
experience working for members
of Congress, congressional committees, and state legislatures. We meet
regularly with members of Congress
and their staffs as well as key regulatory agencies, including the Federal
Trade Commission and the Federal
Communications Commission. We
file amicus (friend-of-the-court)
briefs in legal cases affecting key
advertising concerns, and participate,
where appropriate, in state, local,
and international advertising issues.
Our team also regularly updates our
members on our activities and the
issues facing them, and we often
seek help from them in these efforts.
In addition to our direct advocacy
efforts, we manage a Legal Affairs
Committee and organize the annual
Advertising Law & Public
Policy Conference.
Dan Jaffe: Group Executive
Vice President, Government Relations
(djaffe@ana.net)
Keith Scarborough: Senior Vice
President, Government Relations
(kscarborough@ana.net)
David Buzby: Director, Government
Relations (dbuzby@ana.net)
Meghan Salome: Manager, Government Relations (msalome@ana.net)
Andrew Howell: Legislative Analyst
(ahowell@ana.net)
The D.C. staff stands ready to assist
any members with questions or
concerns about the issues affecting
them. Our main office number is
202.296.1883. And be sure to follow
us on Twitter at @ANAGovRel.
For more information on our advocacy
efforts, visit www.ana.net/advocacy.
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Top Issues in Government Relations
Ad Taxes
Online Privacy
AT ISSUE:
AT ISSUE:
Advertising expenditures are fully
deductible each year as a business
expense under the federal tax code.
The deductibility of these costs may
be in serious jeopardy as Congress
considers tax reform. Several state
legislatures have also proposed
imposing a sales tax on advertising
services.
Policymakers at both the federal and
state levels of government are proposing
legislation that would impose serious
burdens on the ability of marketers to
collect and use information in the online
environment, including proposals such
as a “do-not-track” regime.
WHAT WE ARE DOING:
The ANA is a founding member of The
Advertising Coalition (TAC), which has
held more than 20 “grassroots” meetings
with key members of Congress over the
past several years to educate them about
the importance of advertising to the
economy. We provided the majority of
the funding for an update of the IHS
Global Insight report, which demonstrates
the economic importance of advertising
in every state and congressional district.
On the state front, we helped defeat
serious ad tax proposals in 2013 in
Ohio, Minnesota, and Louisiana.
WHAT WE ARE DOING:
The ANA was a founding member
of the Digital Advertising Alliance (DAA),
the industry self-regulatory program for
online behavioral advertising, and that
program continues to grow. Since the
program’s launch in 2010, more than
23 million consumers have visited the
DAA sites to learn about their advertising
data choices, and over one million consumers have taken action via the DAA
opt-out page to exercise their choice
about how marketers will use their data.
In July, the DAA released new selfregulatory principles for the mobile
environment. The ANA joined two new
state privacy coalitions to respond to the
increased threat of restrictive proposals
in several state legislatures. Working with
our members and other industry groups,
we were able to defeat, or positively
modify, the most onerous bills at the
state level.
Top Issues in Government Relations
ICANN
Food Marketing
Patent Trolling
AT ISSUE:
AT ISSUE:
AT ISSUE:
The Internet Corporation for Assigned
Names and Numbers (ICANN) recently
began rolling out new generic top-level
domain names (gTLDs) on the Internet.
The vast expansion of more than one
thousand new domain names raises
serious issues for both brand holders
and consumers.
In 2011, an interagency working group of
four powerful federal agencies proposed
unprecedented restrictions on the marketing of food and beverage products
directed to children under age 18. Several
members of Congress have proposed
taxes or restrictions on food marketing.
Marketers and advertising agencies are
increasingly being hit with abusive patent
litigation and demand letters alleging
that they are violating the rights of patent
holders through the use of common
business practices or technology (e.g.,
use of Wi-Fi in a restaurant).
WHAT WE ARE DOING:
WHAT WE ARE DOING:
In 2012, we successfully pushed for
Congress to approve legislation that
blocks the four federal agencies from
issuing any report on food marketing
unless they carry out a full cost/benefit
analysis of their proposal. We have been
able to get that restriction included in
several funding bills and it remains in
place today. In September, we participated in a White House meeting hosted
by First Lady Michelle Obama, where we
highlighted the efforts of the industry’s
self-regulatory program, the Children’s
Food and Beverage Advertising Initiative,
to address childhood obesity concerns.
The ANA is a member of the Stop Patent
Abuse Now Coalition, which is working on
various legislative solutions and has urged
the FTC to become more active in fighting
the unfair and deceptive practices of
patent trolls. There is bipartisan support
in Congress to address this issue. We are
hopeful that legislation will be approved
during the current session.
WHAT WE ARE DOING:
For more than two years, the ANA has
taken a primary leadership role in casting
a spotlight on the serious unresolved
problems with the roll-out of new domain
names. As a result of our efforts, there
were two congressional hearings on the
domain-name expansion, and we helped
both the Federal Trade Commission and
the Department of Justice better understand the risks posed to consumers
and companies. We continue to meet
with U.S. policymakers to strengthen
protections made by ICANN before
the expansion of gTLDs.
The Washington, D.C. office had 61 meetings on Capitol Hill with members of Congress in 2013
34
Ad Taxes
10
ICANN
Patent Trolls
Privacy
7
10
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Industry Initiatives
Overview
Across a broad spectrum of arenas, ANA articulates the agenda and leads the industry in advancing legislation,
thought leadership, industry management, and social/industry responsibility.
Over the past year, the ANA has taken on a number of new leadership programs while continuing to invest resources
in critical existing efforts intended to make the industry stronger, more knowledgeable, and nimble. We are committed
to making the marketing process more efficient and effective, enabling marketers to maximize the return on their
investments. Among the industry programs and efforts we lead or support are Making Measurement Make Sense,
Ad-ID, the Alliance for Family Entertainment, the Joint Policy Committee, Stop Patent Abuse Now, ad tax legislation,
piracy, brand valuation, privacy, self-regulation, ICANN, and Online Behavioral Advertising.
Making Measurement Make Sense (3MS)
Sponsored by the ANA, the 4A’s, and the IAB, Making Measurement
Make Sense (3MS) is a three-year-old cross-industry initiative designed
to establish standards for metrics and advertising “currency” that enhance
the evaluation of digital media and facilitate cross-platform media
comparisons for brand marketing. The goal of 3MS is to enhance
marketing and media management decision-making.
3MS changes the way digital media is bought and sold. Launched to
help brand marketers and agencies keep pace with the consumer shift
in digital media, 3MS addresses marketers’ concerns about having
no reliable data and no single currency.
For years, marketers have been plagued with inefficiencies in the
planning/buying and post-buying stages of the supply chain, and they
were unable to answer the question, “If I shift more of my budget to
online, am I better off?” More recently, we have learned that the answer
to that question may have been “maybe not.”
At the core of the 3MS initiative is the creation of a viewable standard for digital display advertising. The industry has
wanted it for years, and for good reason. It has been reported that as much as 30 percent of digital display advertising
buys were wasted due to the inability to see or accurately measure served impressions. With approximately $35 billion
spent on digital display ads in 2013, the potential wasted spend amounts to more than $10 billion. What is disturbingly
obvious is that while there are more metrics for online media than in any other medium, none are effective for marketers,
agencies, or media companies.
A major milestone of the 3MS initiative is about to change all of that. Media Rating Council (MRC), a non-profit industry
association which has the goal of confirming that measurement services are valid, reliable, and effective, will by the end
of Q1 2014 endorse the widespread use of viewable impressions as a digital currency metric.
The road to a viewable impression standard has been a long one, with significant input and discussion across the ecosystem.
The new viewable impression standard changes the way digital ad impressions are measured and makes the buying of these
impressions more effective and efficient for all marketers.
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Ad-ID
Ad-ID is a web-based system that generates and manages a unique
identifying code for each advertising asset and applies that code to all
media. Valid Ad-ID codes can only be issued from the Ad-ID system, and
include all basic information regarding the advertising asset. To assist the
industry with the transition to Ad-ID, extensive educational material was
created and distributed.
In October 2012, Ad-ID was unanimously endorsed by the boards of directors
of the 4A’s and the ANA as the industry standard for commercial advertising
coding. Ad-ID has been widely endorsed as a cross-media standard by more
than a dozen associations, as well as by all national networks and local
TV stations throughout the U.S.
The Ad-ID system was developed by the ANA and the 4A’s in 2003. Ad-ID
serves more than 900 clients, including the largest advertisers and advertising
agencies in the world. Ad-ID was named Media Supplier of the Year
by Media Magazine in 2012.
SAG-AFTRA Requires Ad-ID
for All Union Commercial Production
Last August, commercials negotiations between the Screen Actors
Guild-American Federation of Television and Radio Artists (SAG-AFTRA)
and the ANA-4A’s Joint Policy Committee, representing the advertising
industry, mandated universal adoption of Ad-ID, the industry coding
standard for identifying advertising assets across all media platforms.
Ad-ID provides the necessary identification required by all parties for
fair talent compensation.
Under the new agreement, all commercials produced for television, radio,
and digital platforms featuring SAG-AFTRA union members must now use
Ad-ID as the sole standard commercial identifier. The mandate is a critical
step forward for Ad-ID and the advertising industry as a whole. Full adoption
of Ad-ID will enable greater transparency and accountability and eliminate
costly errors associated with the inconsistent use of advertising asset
identifiers.
19
Alliance for Family Entertainment
and Joint Policy Committee
Alliance for Family Entertainment (AFE)
2013 was a transformational year for the ANA Alliance for Family Entertainment (AFE). The “Search
for America’s Newest Scriptwriter” contest with judge Will Smith and the first industry upfront
partnership for family entertainment with YouTube both delivered on the AFE’s mission of finding,
nurturing, and supporting quality content the entire family can enjoy on multiple distribution platforms.
In December 2013, Stephen F. Quinn, executive vice president and chief marketing officer at Walmart
U.S., was named chair of the AFE. The news was well received by family marketers and resulted
in more than 60 million media impressions. Under Quinn’s leadership, the AFE is off to a strong
start in 2014 with bolstered activities and increased membership.
The AFE will focus on three key initiatives in 2014: research, content development, and knowledge
sharing. The operating plan will create breakthrough consumer/customer understanding; distribute
knowledge of consumer habits, practices, and trends; highlight which TV programs have the highest
odds of securing family viewership/support; and drive more family programming options across
broadcast, cable, and digital media via advertising, sponsorships, and ownership rights.
The AFE will serve to better position the family entertainment industry to meet the needs
of family-driven brands. Members will realize tangible benefits for their companies, leading
to improved media ROI and operational excellence.
Joint Policy Committee on Broadcast Talent Union Relations (JPC)
On April 1, 2013, the Joint Policy Committee on Broadcast Talent Union Relations (JPC), the
employer bargaining unit established decades ago by the ANA and the 4A’s to deal with the unions
representing actors and musicians who perform in television and radio commercials, successfully
concluded negotiations on a new three-year collective bargaining agreement with SAG-AFTRA.
The collective bargaining agreement represents nearly $1 billion in annual spending by advertisers on
actors who perform in commercials. It is the largest union agreement in the entertainment industry,
exceeding the compensation paid to actors in movies or on television. Under the ANA’s leadership,
the JPC kept wage increases below 3 percent per year and eliminated many provisions that were
costly to advertisers when they edited commercials or produced spots for digital media. Perhaps
most importantly, the JPC advanced the ongoing negotiations to adopt a payment structure for
performers based on gross rating points rather than on the current system of payment silos for
each type of media (network, cable, syndication, wild spot, etc.). The old model has prevented
the industry from measuring its return on money invested on performers in commercials since the
1950s. The JPC hopes to adopt the new system in 2016, revolutionizing how performers are paid
and ROI is measured. Despite the JPC’s hard-driving negotiations, it continues to have an excellent
working relationship with SAG-AFTRA leadership that ensures labor peace year-round.
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The Truth About Advertising
Advertising is a vast driver of sales and jobs and an essential component of the
U.S. economy. Each form of advertising — including print, television, radio, mobile,
and the Internet — helps businesses build brand awareness and communicate the
benefits of their products and services to consumers. Advertising stimulates new
economic activity that triggers a cascade of sales and fosters job creation across
every industry, state, and congressional district.
Impact on Sales and Employment
IN
2013
BY
2017
$5.6 trillion of the $33.8 trillion in U.S. output
and supported 21.1 million of the 136.2 million U.S. jobs.
Advertising accounted for
$6.5 trillion of the $42.3 trillion in U.S. output
and support 22.1 million of the 146.7 million U.S. jobs.
Advertising will account for
$22
81
Sales generated
for every dollar of ad spending
$8.78
Direct sales for each
dollar of ad spending
$3.61
Supplier sales for each
dollar of ad spending
American jobs supported
for every million dollars of annual ad spending
Potential Impact of
Change in Tax Policy
Advertising is currently treated as a fully tax-deductible expense necessary to the cost
of doing business. Just making advertising only 80 percent deductible would trigger:
•
A loss of $19.4 billion in ad spending
•
A loss of $419 billion in additional economic output
•
A loss of approximately 42,000 jobs directly related to advertising
•
The elimination of an additional 1.6 million in indirect U.S. jobs
Source: IHS Global Insight study, commissioned by the ANA and The Advertising Coalition
(forecast period 2012–2017)
21
Message from the Board Chair
It was another year of exceptional growth for the ANA, from the number
of new members to the attendance at events to the organization’s overall
influence. Most importantly, the ANA delivered on its new positioning:
“Leadership that advances marketing excellence and shapes the future
of the industry.” This success was the result of ANA staff meeting the
tremendous demands of marketers for its services.
In her book The Gifts of Imperfection, Brené Brown writes, “One of our
greatest barriers to connection is the cultural importance we place on
‘going it alone.’ Somehow we’ve come to equate success with not needing
anyone. Many of us are willing to extend a helping hand, but we’re very
reluctant to reach out for help when we need it ourselves. It’s as if we’ve
divided the world into ‘those who help’ and ‘those who need help.’ The
truth is that we’re both.”
Stephen F. Quinn
That’s the great thing about the ANA: as members, we can work together
to contribute the knowledge needed to navigate today’s turbulent, changing
times. There’s give and take that benefits customers, consumers, our
organizations, and our careers.
At the 2013 Masters of Marketing Conference, we heard remarkable stories about the stunning breadth of change
our industry is undergoing. At the same time, we received practical advice from the best in the business on what
to do about it.
Amid the disruption brought about by technology, it was inspiring to hear Visa CMO Antonio Lucio talk about the
importance of purpose as a north star in building brands and reaching consumers. John Costello of Dunkin’ Brands
reminded us that a great idea differentiates a company and answers the question, “Why should I choose you?” And
Salesforce.com’s Mark Benioff showed just how much customer-centricity is changing in a world dominated by social,
mobile, and local media. As Instagram and Pinterest have proved, social media is evolving rapidly, suggesting that
there may never be stability in the platforms and channels we’re learning to master.
Perhaps the most dramatically changing dynamic is the customer. As Unilever CMO Keith Weed said, “Get to
the future first, and welcome customers when they get there.” I believe the only way we can do that is together —
and that’s what the ANA enables us to do.
Here’s to an exciting 2014!
Stephen F. Quinn, Board Chair | EVP and CMO at Walmart U.S.
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Products
and
Services
More than ever, it is critical
that the ANA help to ensure
marketers have the necessary
skills and experience to lead
the industry’s transformation.
ANA
ANA2013
2013Annual
AnnualReport
Report—
—Leadership
Leadershipand
andMarketing
Excellence ||
23
Events
2013 Overview
The ANA has a large and diverse portfolio of national
industry and members-only conferences. Our conferences
are unique in the marketing industry, as we showcase
the client-side perspective.
Our national industry conferences, open to all, are true
“events,” consisting of great content, superb networking
with an A-list of attendees, and evening entertainment,
all in fabulous locations.
Our members-only conferences, open to current members
and invited guests, are a complimentary benefit of
membership. In 2013 we held 25 events, in locations
throughout the U.S. Hosts included 3M, Anheuser-Busch
InBev, Walt Disney Parks and Resorts, Ford Motor Co.,
The Home Depot, MillerCoors, and Wells Fargo.
Our complimentary Webinar Wednesdays provide members
with the opportunity to enjoy rich content from the
comfort of their offices. We held 54 webinars throughout
the year. These hour-long events covered hot topics such
as digital, social, agency management, content marketing,
and big data, with perspective and insight from seniorlevel members and industry experts.
ANA sponsorships and partner programs provide the
opportunity for interested companies to have exposure
to, and engage with, ANA members and other
industry leaders.
•
The Strategic Partner program, our most exclusive
sponsorship level, provides our partners with
year-round access, involvement, and networking
via various ANA member touch points.
•
The Thought Leadership program is a secondary
sponsorship level, and its cornerstone is a solesponsored custom magazine delivered both
digitally and in print, in addition to other ANA
member touch points.
•
À la carte sponsorship opportunities are also
offered across all ANA national industry conferences,
providing opportunities for access to ANA members
through exhibit spaces, coffee breaks, dinners,
breakfasts, receptions, and more.
Bill Duggan | Group EVP
“I have been attending this conference for several years. I always find relevant topics and learn
something new. It is a unique conference where I have a great opportunity to meet peers, network,
and benchmark.”
— Attendee, ANA Advertising Financial Management Conference
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National Industry Conferences
A Year of Record Performance
Our eight national industry conferences in 2013 — including seven premier multiday events — collectively attracted
more than 5,000 members and nonmembers. Even more impressive, four events posted record attendance.
February 24–26 | Miami, Fla.
ANA Media Leadership Conference
presented by YouTube
324 registrants; exceeded goal
March 19–20 | Washington, D.C.
ANA Advertising Law & Public Policy Conference
251 registrants
April 17–19 | Palm Beach, Fla.
ANA Brand Masters Conference
presented by The New York Times
285 registrants; sold out
May 5–8 | Scottsdale, Ariz.
ANA Advertising Financial Management Conference
presented by Active International
613 registrants; sold out; record attendance
July 14–16 | Dana Point, Calif.
ANA Digital & Social Media Conference
presented by Meredith
384 registrants; sold out; record attendance
Did You Know?
•
The 2013 ANA Multicultural Marketing &
Diversity Conference was the biggest in its
15-year history, with a record 798 registrants.
•
Four events included live-stream coverage.
•
Two conferences transitioned from single-day
to multiday events: ANA Media Leadership
Conference (formerly the ANA TV & Everything
Video Forum), and ANA Brand Masters Conference (formerly the ANA Brand Conference).
October 3–6 | Phoenix, Ariz.
ANA Masters of Marketing Annual Conference
2,200 registrants; sold out; record attendance
November 3–5 | Los Angeles, Calif.
ANA Multicultural Marketing & Diversity Conference
presented by Clear Channel Media + Entertainment
798 registrants; record attendance
December 4 | New York, N.Y.
ANA Real-Time Marketing Conference
presented by Starcom
352 registrants; exceeded goal
“ANA content is consistently
excellent, and the networking is
better than at other conferences.”
— Attendee, ANA Brand Masters
Conference
25
Masters of Marketing Conference
Better Than Ever
Living up to its billing as the industry’s signature event, our Masters of Marketing
Annual Conference in Phoenix, Ariz., attracted a record crowd of 2,200. In addition,
nearly 100 members and nonmembers took advantage of our live-stream coverage.
Attendees heard remarkable stories and rich insights from the best senior marketers
in the business, from companies such as Walmart Stores, Inc., The Coca-Cola Co.,
Subway Franchisee Advertising Fund Trust, Dunkin’ Brands, Inc., and GE, as well as
from other industry thought leaders across the entire marketing ecosystem.
“The best conference I have been to,” one attendee wrote in the post-event survey.
“I believe the conference produced excellent content and points of view.”
The evening entertainment was also masterful in every way, with performances
from Jewel, Jason Mraz, and Tony Award-winning actress Laura Benanti.
“It is great to be able to hear directly from CMOs and other top
executives from our industry. And the entertainment was phenomenal!”
— Attendee, ANA Masters of Marketing Conference
“As my colleague said, ‘It’s like Disneyland for marketers.’ The location, hotel property, and staff were
over the top, and the content each day was filled with great messaging for smarter marketing methods.”
— Attendee, ANA Masters of Marketing Conference
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Members-Only Conferences and Webinars
Spreading Our Wings
5554
We held 25 members-only conferences in 2013 in cities across the U.S.,
including Boston, New York, Atlanta, Detroit, Orlando, Louisville, Chicago,
Minneapolis, St. Louis, and San Francisco. These complimentary events
collectively attracted more than 2,800 members, a new record.
Number of complimentary webinars
held in 2013, attracting more than
3,800 members. Many of these
members-only events were centered
on hot topics like digital marketing,
social media, content marketing,
agency management, and big data,
while others revealed key highlights
from industry events and ANA
leadership initiatives.
The conferences with the highest attendance included:
•
Innovation Day at Walmart Stores, Inc. in Bentonville, Ark.
•
Social and Mobile at Electronic Arts in Redwood, Calif.
•
Digital, Social, and Mobile at Walt Disney World in Lake Buena Vista, Fla.
•
ANA/Effies: Effective Marketing and Media Insights at Time Warner in N.Y.C.
21
Number of members-only conferences held at member company
locations, including 3M, Anheuser-Busch InBev, Walt Disney Parks and
Resorts, Ford Motor Co., The Home Depot, MillerCoors, and Wells Fargo.
82.1
The record Net Promoter Score for a members-only conference, established
at our ANA/Effies: Effective Marketing and Media Insights event at Time Warner.
“This was an excellent conference. There were a wide variety of topics and speakers
and great learnings. Overall, the best conference I’ve ever attended.”
— Attendee, Digital, Social, and Mobile Members-Only Conference at Walt Disney World
“The staff was amazing, and the speakers and content were phenomenal. I walked away
with a lot, and I am excited to brainstorm some new strategies.”
— Attendee, Marketing to Millennials Members-Only Conference at the House of Blues
ANA Innovation Day
ANA Marketing to Millennials
Members-Only Conference
at Home Depot presented by BrightLine
Tuesday, September 24, 2013 | Home Depot, Inc. | Atlanta, GA
Wednesday, December 18, 2013 | 1201 16th Street NW | Washington, D.C.
at National Education Association
ANA Integrated Marketing
ANA Procurement Day
at Vistaprint
presented by Scripps Networks Interactive
Tuesday, October 22, 2013 | BP P.L.C. — 30 S Wacker Dr. | Chicago, IL
at BP p.l.c.
ANA Agency Relations Day
presented by Microsoft
Thursday, November 21, 2013 | 599 Lexington Ave | New York, NY
Thursday, November 7, 2013 | Vistaprint — 95 Hayden Ave | Lexington, MA
ANA/Effies: Effective Marketing
& Media Insights
at GRAMMY Museum (Hosted by AEG Worldwide)
presented by USPS
Thursday, September 19, 2013 | GRAMMY Museum | Los Angeles, CA
ANA Content Marketing
Members-Only Conference at 3M
presented by AT&T AdWorks
Wednesday, September 18, 2013 | 3M Innovation Center | St. Paul, MN
From PDF
ANA ROI
ANA Content Marketing
at Wells Fargo
at Time Warner Inc.
Wednesday, December 11, 2013 | 420 Montgomery St. | San Francisco, CA
Thursday, September 12, 2013 | Time Warner Inc. Corporate Headquarters | New York, NY
Join the conversation on Twitter by using #ANAmarketers
Upload photos and video, and make comments on facebook.com/ANA
ANA/Effies: Effective Marketing
& Media Insights
at Thomson Reuters
presented by A+E Television Networks
Tuesday, October 22, 2013 | Thomson Reuters — 3 Times Square, 30th Floor | New York, NY
27
Sponsorships
In the Spotlight
In 2013, we produced 12 issues
of ANA Magazine Spotlight, our
12-page sponsored digital magazine.
A print version was also mailed to
senior-level ANA marketers. Spotlight
is available at www.ana.net/mkc.
The issue themes included:
•
Brand strategy and
identity design
Lippincott
•
Tablet publishing
Condé Nast
•
Direct mail marketing
USPS
•
Digital marketing
[x+1]
•
The expanding impact of TV
TVB
•
Agency management
Decideware
•
Data management
SAS
•
Mobile strategy
Yahoo!
•
Mobile video
Millennial Media
•
Programmatic marketing
Chango
•
Digital place-based
advertising
DPAA
•
Customer experience
RAPP
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188
Did You Know?
Number of sponsorships across
our eight national industry
conferences in 2013 — a record.
The ANA Masters of Marketing Annual
Conference attracted 37 exhibitors
and 36 conference sponsors — a record
for the event.
Sound of Music
Thanks to great sponsorship support, attendees at many of our multiday
national industry conferences in 2013 were treated to live performances
by well-known artists. They included:
Jewel
Jason Mraz
Laura Benanti
Provided by LiveNation
Four-time Grammy Award
nominee who has sold
more than 27 million
albums worldwide
Provided by Clear Channel
Media + Entertainment
Grammy Award winner
whose song “I’m Yours”
has surpassed $21 million
in sales worldwide
Provided by Meredith
Tony Award winner for
Best Featured
Actress in a Musical
Meghan Hilty
RaVaughn
Frankie J.
Provided by VEVO
Starred in the hit TV
musical drama Smash
Provided by Columbia
Creative Agency
Up-and-coming
singer/songwriter
from California
Provided by Pandora
Former member
of the musical group
Kumbia King
Committees
2013 Overview
The mission of ANA committees is to advance the
marketing knowledge of members and provide a forum
for peer-to-peer exchange and networking. Increasingly,
our committees play thought leadership roles in addressing
key industry issues. We have 20 committees covering
topical areas such as agency relations, integrated marketing,
media, multicultural marketing, and social media.
Committees meet in New York, Illinois, and California,
and a teleconference option is offered to members who
are unable to travel to meetings.
•
Media Leadership Committee: Convened the Commercial Ratings Summit to discuss solutions that
could help to facilitate the availability of brand-specific
commercial ratings for television. Released the white
paper “Brand-Specific Commercial Ratings: Benefits
and Solution Providers” to highlight solutions from
eight companies and continue the industry dialogue
on this issue.
•
Multicultural Marketing and Diversity Committee:
Established Multicultural Marketing Thought
Leadership Forums to help increase the impact
of marketing to an increasingly multicultural nation.
Created the ANA Multicultural Excellence Awards
to elevate exposure of outstanding work and celebrate
the year’s best multicultural advertising campaigns.
•
Production Management Committee: Released the
white paper “The Found Money of State Commercial
Production Incentives” to raise awareness of
financial incentives that many states offer to advertisers which shoot commercials in their states, and
to establish that such incentives belong exclusively
to the advertiser.
Our committees are steered by chairs who are senior
leaders from ANA member companies and experts in their
respective fields. We view our committees and committee
chairs as extensions of our board of directors.
Committees are key originators and advocates of industry
leadership initiatives. Recent examples include:
•
Advertising Financial Management Committee:
Released the white paper “Elevating the Role
of Marketing Procurement,” which focuses on
procurement success metrics. Founded the
ANA Procurement Task Force, a group dedicated
to elevating the role of marketing procurement.
•
Agency Relations Committee: Released the white
paper “The Rise of the In-House Agency” to shed
light on the penetration of in-house agencies, the
services that these agencies handle, the degree to
which external agencies are displaced by in-house
agencies, the advantages and disadvantages
of in-house agencies, and the internal costs to
companies of employing in-house agencies.
ANA committee members consist of approximately
3,000 individuals from more than 400 companies.
Bill Duggan | Group EVP
“Participating in ANA committees provides the opportunity to discuss relevant topics with industry
colleagues to get a broader perspective and gain insight on emerging trends.”
— Sal Vitale, category leader, media procurement, at Johnson & Johnson
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Committees
Committee Chairs
Advertising Financial Management
Michael Thyen, director of marketing and
sales procurement at Eli Lilly and Co.
Agency Relations
Eve Reiter, vice president of marketing
category management and agency relations
at American Express Co.
Brand Management
Roger Adams, senior vice president and
chief marketing officer at USAA
“The Advertising Financial Management Committee is
a wonderful point of connection between the marketing
community and the procurement community. Those
involved understand the needs and requirements
of a robust creative environment. They also understand
the business imperative of ensuring all investments
(including those related to marketing activities) have
a positive return for the organization.”
— Terri Burns, strategic
sourcing consultant at Aflac
Business-to-Business
Bill Stabile, senior director of brand and
marketing communications at Siemens Corp.
Digital Marketing
Tom Cunniff
Legal Affairs
Christopher Sloan, assistant vice president and
senior corporate counsel at Liberty Mutual
Media Leadership
Mark Kaline, global director of media, licensing,
and consumer services at Kimberly-Clark Corp., and
Colleen Milway, media director at JPMorgan Chase
Mobile Marketing
Edward Martin, director of mobile marketing
at The Hershey Co.
Multicultural Marketing & Diversity
Gilvert Dávila, president and chief executive
officer at Dávila Multicultural Insights
Production Management
John Lick, executive producer of broadcast production
at Target Corp., and Valerie Light, advertising production
manager at Verizon Communications
Social Media
Michael Donnelly, senior vice president and group head
of global digital marketing at MasterCard Worldwide
Regional Committee Chairs
Advertising Financial Management
West Coast Chapter
Ron Jensen, national manager of financial synergies
at Toyota Motor Sales U.S.A., Inc.
Agency Relations
West Coast Chapter
Kellie Krug, senior vice president of enterprise marketing
services at Wells Fargo Bank, N.A.
Media Leadership
West Coast Chapter
Alison Fowler, managing director of brand strategy and
activation for digital channels at Charles Schwab & Co., Inc.
Social Media
West Coast Chapter
Christine Morrison, Turbo Tax social media marketer
at Intuit Inc., and Diane Ueberle, brand and social leader
of marketing excellence at Intuit Inc.
Integrated Marketing
(Chicago-based)
Sponsorship & Event Marketing
Julie Koewler, global advertising director at Accenture
Gerald Johnson, chief diversity officer and executive
vice president of marketing at the American Heart
Association, and Brian Maynard, director
of marketing at Whirlpool Corp.
Midwest Digital & Social
(Chicago-based)
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Stevie Benjamin, director of media at MillerCoors LLC
Committees
ANA/4A’S WHITE PAPER
LEADERSHIP
INDUSTRY THOUGHT
Agency Selection
Briefing Guidance
2013 ANA/NIELSEN SURVEY
What’s Inside?
Background
Guidelines for Agency
and 4A’s published the
In October 2011, the ANA
for both clients and
publicize best practices
Search to document and
selection process. Those
the agency search and
agencies to consider in
and 4A’s websites.
on the respective ANA
guidelines can be accessed
4A’s believe there is an
guidelines, the ANA and
As a follow-up to those
of the agency search/new
improve the productivity
opportunity to further
by developing specific
advertisers,
agencies and
business process, for both
agency selection briefing
around the subject of
best practices guidance
process.
selection
throughout the entire agency
Agency Selection Briefing
Guidance.... 3
................. 3
» 1. Initial List/RFI Phase
........... 5
» 2. Semi-Finalist/RFP Phase
... 10
» 3. Finalist Phase ......................
. 12
Guidance Summary .........................
............... 13
Task Force Members..........
ANA
Elevating the Role of
Marketing Procurement
Objective
•
The metrics, both current and ideal, used to measure
the success/contribution of the marketing procurement
organization.
•
The importance, both current and ideal, placed on
each respective metric.
•
Alignment of success metrics between procurement
and marketing.
» Current Importance of Metrics ............................. 4
» Ideal Importance of Metrics ................................. 5
a thoughtful briefing that
search,»requires
Metrics with Greatest Ideal Increases ................... 6
phase of a review, or agency escalating information to the agencies as
that every
2013believes
SURVEY
RESEARCH
REPORT
should provide
» Aligning Success
Metrics for
Marketing
strategic
The ANA/4A’s task force
process
phases (including any
to the agency. The review
to the later Procurement
and Marketing ................................. 6
provides specific direction
(e.g., RFI, RFP, credentials)
from the initial phases
the review progresses
Results By Procurement Maturity ............................. 7
and finals presentations).
and/or speculative work
» Improve Marketing ROI ........................................ 7
information.
and levels of client briefing
types
different
» Innovation ........................................................... 8
Each review phase warrants
Sponsorship and
Event Marketing
Measurement
» Agency/Supplier Performance Improvements
list of agencies
and Internal aSatisfaction
from Marketing............... 9
you preliminarily qualify
information that will help
» Process Improvements and Industry Intelligence .... 10
as the ability to collect
Think of the RFI phase
don’t meet your criteria.
eliminate agencies that
» Sales/Market Share Increases and Improve
for the final selection and
Brand Health Metrics........................................... 11
about many agencies.
is to gather basic information
»introducing
Cost and Risk
Metrics .......................................... 12
themselves.
• The purpose of an RFI
any customized work beyond
to make
»to allow
Aligning
Metrics
for Marketing
asking the agencies to do
agencies
theSuccess
• At this point, you’re not
expectations as a client
Procurement and Marketing ................................. 13
about the search and your
• Share enough information
fit.
whether this is a good
Qualitative Perspective ............................................. 14
an informed decision about
» Risk Mitigation ..................................................... 14
Second Edition
The specific metrics explored in this survey (and corresponding
definitions provided to respondents) were:
•
ANA•
Agency/Supplier Performance Improvements
Cost Avoidance: reduction of a price that would have
otherwise been paid if not for the direct intervention
of procurement
Brand-Specific Commercia
l Ratings
Benefits and Solution Provider
s
» Innovation/Process Improvements and
Agency/Supplier Performance Improvements ......... 15
•
Cost Reduction: typically, savings year over year (paid
$100K for X last year and $95K this year)
•
Improve Brand Health Metrics: could include awareness,
Net Promoter Score, purchase consideration, etc.
•
Improve Marketing ROI
•
Industry Intelligence: awareness of benchmarks and
best practices
Conclusions & Perspective ....................................... 16
Attracting a Crowd
Innovation: identify emerging trends and bring new ideas
ANA continues to advocate
for increased granularity
of commercial
ratings, and notably for
brand-specific commercial
• Internal Stakeholder Satisfaction from Marketing
ratings.
ANAand
member
interest in brand-specific
• Process Improvements:1 both internally
with suppliers
Benefits ......................
..................
commercial ratings
In a 2011 survey, 82 percent
of Respondents .................................................... 18
of members surveyed expressed is high.
• Risk Mitigation: typically either (a) ensuring the financial
interest.
Providers
» Appendix III: Survey Questionnaire .......................Solution
19
stability of a supplier and/or (b) having
appropriate
contract
These
findings are
consistent with other surveys
language to protect the organization/company
ANA has done over
the years, including those
Procurement Task Force Members ...........................
in
2004
» 21comScore......................
and
2006.
4
• Sales/Market .................
Share Increases
Appendix .................................................................. 17
» Appendix I: Summary of Current/Ideal Use
•
to the organization
What’s Inside?
and Current/Ideal Importance .............................. 17
» Appendix II: Procurement Maturity
» INVIDI Technologies
6
.....................
Elevating the Role of Marketing Procurement
REPORT
2013 SURVEY RESEARCH
SURVEY RESEARCH
Payment Terms —
Current Practices for
Marketing Services
» Kantar Media ......................
8
.........
» Nielsen ......................
..................
10
» PrecisionDemand ......................
13
...
» TRA ............................................
19
Appendix ......................
..................21
ANA surveys are based on topics identified by the ANA and its membership
as critical issues and emerging trends that nearly all marketers face today.
Access all ANA survey reports at:
Not
Interested
5%
Neutral
13%
2013 ANA SURVEY REPORT
15
17
............
The best-attended committee meetings in 2013 were:
Interest in Ratings for
Individual Commercials
» Rentrak ......................
..................
» Simulmedia ......................
Number of committee meetings held in 2013
3,200 ANA members, from more than
400 companies, joined a committee in 2013,
compared with 2,865 in 2012.
There were 113 responses, and virtually all respondents were
marketing procurement professionals at ANA member companies.
Information (RFI) Phase
Initial List/Request for
70+
That’s a Fact
ANA fielded a survey in December 2012/January 2013 to
better understand the metrics used to measure the success/
contribution of the marketing procurement organization. The
survey focused on:
of Marketing Procurement .................................... 2
» Ideal Metrics........................................................ 3
SURVEY RESEARCH
Benchmarks and Trends
Background
the fundamentals
What’swith
Inside?
for clients who are unfamiliar
in agency selection briefings
is to provide basic guidance
The intention of this document agency selection process, and give clients experienced
Key Findings ............................................................ 2
the
of briefing an agency during
to consider.
» Metrics Currently Used to Measure Success
additional best practices
Executive Summary
SURVEY RESEARCH
REPORT
Optimizing
Integrated Multi-Screen
Campaigns
Interested
82%
SURVEY RESEARCH
The Rise of the
In-House Agency
•
Sponsorship & Event Marketing
at SeaWorld in Orlando, Fla.
78 attendees
•
Shopper Marketing
at Walmart in Bentonville, Ark.
51 attendees
Q7. Currently, ratings
for individual
the average of all the commercials commercials are not available. Nielsen
provides ratings for
in a program. How interested
available for each individual
would you be in having
commercial?
ratings
Source: ANA 2011, Leveraging
TV for Growth Survey
The Benefits of Commercia
l Ratings
www.ana.net/surveys
ANA members and other
industry experts have
identified numerous benefits
for brand-specific commercial
ratings.
Accountabilit y
Commercial ratings would
provide more granular
data to better inform the
• Marketing mix models
decision-making process.
could be
or may not reflect the delivery input with brand-specific commercial metrics
rather than
for that specific brand)
to provide increased accountability. averages (which may
Better Knowledge/Increased
•
Brand-Specific Commercial
Ratings
the ANA and its membership
on topics identified by
face today.
ANA surveys are based
trends that nearly all marketers
as critical issues and emerging
Access all ANA survey
reports at:
www.ana.net/surveys
www.ana.net/surveys
“The ANA Media Leadership Committee has been of particular value to me. It allows me
to stay connected with the latest developments on innovations in media and measurement,
and it provides a regular opportunity to connect with peers to discuss open issues and obtain
input on solutions. Finally, it allows me to stay connected with the client-side media
community so that I can have ongoing informal communication with other companies as needed.”
— David Dobbins, director of global media and sourcing
at Boehringer Ingelheim Pharmaceuticals, Inc.
31
Training
2013 Overview
The ANA School of Marketing (SoM) experienced another
year of record growth by all key measures: number of
workshops, members engaged, satisfaction, and revenue.
This was due to our innovative learning solutions, which
feature a unique combination of real-world experiences
and best practices from top client-side marketers and
industry thought leaders.
Demand for marketing skills development from ANA
members has grown consistently over the past few years.
In response, the School of Marketing has evolved its
business system and is poised to be the go-to resource
for the training needs of client-side marketers.
To meet increased member demand for training
regionally, the SoM successfully expanded its
seminars outside of New York City, to Chicago and
San Francisco. We will continue to test new markets
in order to bring more training opportunities to our
members across the country.
In 2014, the ANA will introduce new training formats
and content to address the needs of senior marketing
executives.
Nick Primola | SVP
Marketers’ roles are transforming at an unprecedented
pace. More than ever, it is critical that the ANA help to
ensure that the talent pool has the necessary skills
and experience to lead this transformation.
“I believe career development is one of my key responsibilities for Aflac. How do I help our team work
more effectively, stay relevant, and improve their careers? I asked the ANA School of Marketing to work
with us to produce a four-day ‘Mini-MBA’ curriculum. The ANA SoM team did a fabulous job with our
marketers, and we are ready to get the next program started.”
— Michael Zuna, senior vice president and chief marketing officer at Aflac
32
|
www.ana.net
Training
Top Accomplishments in 2013
•
•
•
The ANA School of Marketing provided marketing skill development to
196 member companies, a 31 percent increase in member utilization
over 2012. Moreover, 231 workshops were held, a 22 percent increase
over 2012.
3. Elevating Your Creative (22)
4. Assignment Briefing (19)
The School of Marketing generated $549,000 in revenue, a 52 percent
increase over 2012. The money will be reinvested to serve our members’
ongoing training needs.
257
250
200
2. From Insights to Great
Messaging (28)
Almost 400 members enrolled in one of the 25 individual training
workshops. The workshops had an average rating of 4.27 for content
and 4.67 for faculty (using a 5-point scale), as well as an average
Net Promoter Score of 48.
300
209
5. Optimizing Agency
Relations (15)
15 percent more members engaged
Unique engagement
4,000
97 percent revenue increase
Revenue (in thousands)
3,804
$600
$549
3,590
3,500
165
150
(number of sessions)
1. Integrated Marketing
Communications (43)
Almost 3,900 members experienced an ANA School of Marketing
onsite workshop. The workshops garnered an average rating of 4.27
for content and 4.54 for faculty (using a 5-point scale), as well as
an average Net Promoter Score of 42.
56 percent more workshops
Total number of events
Most Popular Classes
3,299
In Thousands
•
3,000
100
2,500
$359
$400
$279
$200
50
0
2011
2012
2013
2,000
2011
2012
2013
$0
2011
2012
2013
Instructor Spotlight
Rod McNealy
Area of Focus: From Insights to Great Messaging
One of our most highly rated faculty members, Rod McNealy
has been teaching courses at the ANA School of Marketing
for more than four years. His engaging, educational workshops help marketing teams understand the true essence
of their brands in a customer-focused way.
McNealy’s 38-year business career has centered on the fields of marketing and
advertising. He worked at Johnson & Johnson for 31 years, following a stint
at Procter & Gamble in brand management. Both organizations are long-time
ANA members.
As director of the Johnson & Johnson Marketing & Advertising College until his retirement, McNealy directed global marketing training across all three of the company’s
business sectors: pharmaceutical, medical devices/diagnostics, and consumer.
33
Marketing Knowledge Center
2013 Overview
The mission of the Marketing Knowledge Center is
to offer members a rich suite of high-quality, relevant,
and actionable content that covers the entire marketing
spectrum and positions the ANA as the undisputed
center of marketing knowledge excellence.
The Marketing Knowledge Center is comprised of:
•
•
•
More than 8,000 marketing insights available
via our website, sourced from ANA committees,
conferences, and webinars; ANA’s proprietary
survey research program; and prominent
third-party industry partners
A qualified team of resourceful information
experts dedicated to responding to ANA members’ unique marketing challenges with customized
research that is trusted, timely, and tailored
to their needs
A survey research community of marketers
contributing to the ANA’s overall thought leadership
on topics identified as critical by the ANA and
our members
Our best-in-class portfolio of products and services
makes the ANA the trusted source for marketing
information and the first place our members turn to
for insights that can help them make better marketing
decisions faster.
To meet the growing interests and needs of the membership, marketing content leadership is a critical objective
of the Marketing Knowledge Center. We began our
“Knowledge Partner Program” three years ago and have
curated contributions from more than 100 organizations.
In 2013 we strategically strengthened our portfolio with
several major content additions, including:
•
Marketing toolkits, tools, and templates to help
members expand their marketing know-how and
complete projects effectively
•
Award-winning Effie case studies and videos from
industry-leading brands, highlighting the most
effective marketing strategies
•
Award-winning case studies from the Mobile
Marketing Association Smarties, the world’s only
global mobile marketing awards program recognizing
outstanding achievement within the industry
In 2014 we will continue to substantially enhance
the ANA’s intellectual capital base by expanding our
content offerings so members have access to the
cutting-edge insights and intelligence they need to
grow their business.
Kathleen Hunter | SVP
2013 SURVEY RESEARCH REPORT
SURVEY RESEARCH
Payment Terms —
Current Practices for
Marketing Services
Surveys
2013 SURVEY RESEARCH REPORT
•
•
•
There were more than 8,300 downloads in 2013 (a 39 percent increase
over 2012), on topics ranging from agency compensation to sponsorship
measurement to real-time marketing.
Second Edition
2013 ANA SURVEY REPORT
The April survey on the rise of in-house agencies was downloaded
by 1,200 members.
The Rise of the
In-House Agency
SURVEY RESEARCH
More than 900 marketers make up the ANA survey community,
with more signing up every day.
“I like that the ANA is thinking about what’s on the horizon and taking
the pulse of my peers so that we can see the trends.”
— ANA Member, MKC Satisfaction Survey
34
SURVEY RESEARCH
Sponsorship and
Event Marketing
Measurement
|
www.ana.net
www.ana.net/surveys
www.ana.net/surveys
www.ana.net/surveys
Content
•
More than 2,250 pieces of new content were added in 2013
(a 71 percent increase over 2012), including 18 toolkits, 342 tools,
and 743 case studies from the Effies and Mobile Marketing
Association’s Smarties Awards.
•
Fifteen Insight Briefs covered hot topics, including sports marketing,
marketing to Hispanic consumers, local marketing, green marketing,
out-of-home, affluent and luxury markets, social media, music in
advertising, content marketing, big data, and branded entertainment.
•
More than 400 snapshots were created from ANA events.
•
Ninety-seven percent of ANA member companies engaged
with ANA content.
•
•
•
•
•
“I really love your marketing tools!
Incredibly useful.”
— ANA Member, MKC Satisfaction Survey
FOCUS:
FOCUS:
Sponsorship and
Event Marketing
INSIGHT BRIEF
Sharing Marketing Excellence
Total readership of ANA content grew 50 percent, compared
to 2012, with more than 127,000 pieces of content viewed.
Multicultural
Marketing
INSIGHT BRIEF
Sharing Marketing Excellence
What’s Inside?
What’s Inside?
» Secrets to Successful
» AT&T Woos Multiculturals
with Celebrities ........................... 2
Experiential Marketing ................. 3
Viewpoints
» Know Your Rights ........................ 4
New Research
» Intrigued by Newer Media ............. 3
» Growth Opportunity ..................... 4
Trending
» Cause Marketing Draws Consumers.. 5
Trending
Best Practices
» Five Sponsorship Hot Buttons ....... 6
COMPLEX CHALLENGES
REQUIRE NEW TOOLS
Making Sponsorships Work
The new marketing tools were downloaded more than
12,000 times by members.
Case Studies
» Norwegian Cruise Line Gets
Leg Up from Rockettes ................. 7
Dress for Success ...................... 10
Source Information ........................ 11
T
than not measuring at all, as they lead
INSIGHT BRIEF
But when it comes to measurement,
First, brands must incorporate deep knowledge
false
deductions,
decisions,
ofto
how
sponsorship
works in wrong
shaping perceptions
and
poorchanges
results.
and
driving
in attitude and behavior
into each step, ensuring the right partnership is
Rathertothan
invent
targeted
the right
group solutions,
and activatedoften
in the
right
ways.
marketers
can better apply existing
Focus:
I
s it worth devoting precious
New Research
» Collecting Data Is Not Enough ........ 3 time and resources to reach
niche markets? Don’t general-market
campaigns already appeal to audiences
Trending
of every stripe? Do multicultural audi» Delivering Data-Driven Messages .... 5
ences represent enough buying power
to warrant targeted outreach?
Best Practices
media campaigns — should be applied
to close the loop and determine return
on investment. The metrics, models, and
analyses used by brands to determine
the effectiveness of their advertising can
be adapted and scaled for partnerships
of all types, including sports, entertain‑
ment, events, and causes.
Marketing
Put Big Data to Work
Organization
methods. First, brands should develop
Second, marketing science—which already
a deep understanding of how spon‑
determines results for traditional media
sorship worksbeinapplied
shaping
perceptions
campaigns—must
to close
the loop
and
determine
The metrics,
andand
and
drivingROI.
changes
in models
attitude
analyses
used by
brands
to determine
the part‑
behavior.
This
ensures
the right
effectiveness of their advertising can be adapted
nership is targeted to the right group
and scaled for partnerships of all types, including
and activated in the right ways.
sports, entertainment, events and causes.
ANA Survey Findings 8
While measurement may prove
8
challenging, an ANA survey of 78 client‑
side marketers in companies involved
in sponsorship and/or event marketing
Delivering fresh insights to decision-makers
found that most of them actively
ismeasure
the real
attempt to
thepurpose
return fromof customer data
What’s Inside?
these initiatives. And they are spending
ig data seems to be the buzztools to collect, store, search, or analyze.
Trending
more — an average of 5 percent of the
word
oftothe
But what rights —
Some of the most tangible examples
» Achieving Digital Excellence
.........
3 moment.
cost
acquire
sponsorship
BETTER
And what
does it mean for
include the terabytes of user data that
ResearchRESULTS is it, exactly?
to measure
effectiveness.
According
to Google ExecuFacebook acquires or that Walmart
» Thinking Differentlymarketing?
......................
4
tive
Chairman
Eric
Schmidt,
every
two
collects
about
the
millions
of
transactions
Continued
on
Page
2
» What’s Changing in
days the world produces
the equivalent
it conducts hourly. Big data is defined
B-to-B Marketing .........................
5
of all the data created from the beginby its volume, velocity, variety, and
Best Practices
ning of civilization up to 2003, or almost
value to the organization.
» The Five Ways Companies
exabytes.
vast ocean of data
• Volume. The terabytes of data that
Organize for Social five
Business
..........This
6
containsan
valuable insights, but marketers
most large companies regularly
» Eight Essentials to Building
3
must
sift
through7irrelevant information
acquire are too large to process with
All-Star Social Media
Team
............
conventional means. As technology
» New Bedfellows: in order to find them. Finding value is
what big..........
data is all
penetrates more aspects of society,
Marketing and Procurement
8 about.
the information generated from
ANA Member Case Study
Big data refers to the extremely large
and about those devices is rapidly
» Brown-Forman Raises
dataItssets that organizations acquire,
expanding.
8
Digital Game ...............................
9
typically in the terabytes
to petabytes
• Velocity. Modern businesses may
range, as well as 11
the applications needed
Source Information .........................
place more importance on the time
What it takes to survive in the C-Suite
to analyze and evaluate all of it. This
characteristic of big data than any
Where you see8, click for additional content.
continuous, exponential growth in internal
other dimension. Rapid or real-time
and external data gathered from and
s organizations continually strive
acquisition of data is critical to many
“Inspiration is making people do the impossible. It is the ability to
showcustomers exceeds the ability
about
to set themselves apart from
time-sensitive operations and provides
people where you want to go and giving them the confidence to getofthere.”
competitors, and marketing takes on
conventional database management
a competitive advantage.
new prominence throughout the busi— Ann Lewnes, senior vice president of global marketing at Adobe Systems Inc.
ness process, the role of chief marketing
officer grows in significance — and pressure. The days when marketing simply
innovation cycle. As a result, compathe potent combination of energy
built brands, created above-the-line
nies looking for a truly successful and
to attack everything and focus to
programs, and targeted customers are
transformative CMO, and marketing
keep an eye on the bottom line.
over. Now marketing, and more specifiexecutives who aspire to be CMOs,
They must be unafraid to initiate
cally the office of CMO, must transform
must focus on acquiring three core
action based on incomplete data,
business itself.
competencies:
then drive to the finish and honestly
well-intentioned attempts that don’t ask the right
questions, or fail to analyze research outputs
The two most popular content products in 2013 among
ANA members were snapshots and associated speaker
presentations, followed by toolkits and tool templates.
completely, tools
can be have
more dangerous
evaluation
not keptthan
upnot
with
Sharing Masterful Marketing
measuring at all, as they lead to false deductions
the pace of change. Well‑intentioned
and wrong decisions.
attempts that don’t ask the right ques‑
tions, or fail to analyze research outputs
BETTER
QUESTIONS
BETTER
ANSWERS
Second, marketing science — which
already determines results for traditional
BETTER
CONCLUSIONS
BETTER
New
ACTIONS
B
Making It as CMO
The MKC partnered with 32 new third-party companies,
increasing our Knowledge Partners to 113.
A
A total of 216 pieces of content were added by Knowledge Partners.
Marketing executives have always leveraged their creative, analytic, and tactical
skills, and served as the longstanding
“voice of the customer.” To move beyond
that, CMOs today provide strategic leadership, drive organizational change, and
achieve quantifiable business results.
And they are doing so in an increasingly complex business environment with
expanding consumer expectations and a
changing communication landscape and
• Create the new and different.
The ability to generate new ideas
and breakthroughs requires vision,
creativity, and broad interests and
knowledge. Leaders must be able to
speculate about alternatives, manage
the innovation process and teams,
and bring their ideas to market.
• Focus on action and outcomes.
Transformative CMOs must possess
assess results.
• Inspire others. Building motivated,
high-performing teams —
or even moving an entire organization to perform at a higher level
— demands a compelling vision,
commitment, and superior communication. Inspiring others is the
foundation for all CMO success.
» A Plan with Staying Power ..............Marketers
7
still asking those questions
today might want to check out the
results of the 2010 Census. Hispanics
» Gilt Groupe: Know Thy Customer ....make
8
up 16 percent of the U.S. population, African-Americans account for 13
» Allstate Gets Smart with
and Asian-Americans comprise
Artificial Intelligence ......................percent,
9
5 percent. Every ethnic group experiSource
Information
.........................
11
Sharing
Masterful
Marketing
enced
double-digit population growth
in the past decade, with Asian-AmerWhere you see8, click for additional content.
icans leading the way at 43 percent.
In four states, including California and
Texas, non-Hispanic whites are no
• Variety. Information may be collected
in a number of forms, including longer
text, the majority. Even more striking,
the combined buying power of the
audio, video, statistical data, or sensor
Hispanic, African-American, Asian,
information.
and Native American communities
• Value. The real impact of big data
stems from the insight that is
gleaned from the raw input.
Case Studies
INSIGHT BRIEF
Multicultural Marketing ................. 8
ANA Member Case Study
now exceeds $1.5 trillion a year,
according to the Selig Center for
Economic Growth.
Few experts would disagree that,
in the years to come, building a
deeper relationship with multicultural
segments is the key to growing brands
and increasing revenue. But simply
marketing in another language or trying
to appeal to another culture in English
can be a minefield of potential hazards.
To avoid costly or embarrassing
missteps, consider these five secrets
for effective multicultural marketing:
» Heineken Scores with Soccer ....... 10
Source information ......................... 11
growing part of The Home Depot’s
business. Not only does the
company advertise in Spanish, its
stores feature Spanish signage and
Spanish-language self-checkout
machines.
2. Culture is more important than
language. Simply translating a
general-market campaign into the
target’s language “is like going into
a gunfight with a switchblade,”
contends Roberto Orci, CEO of Los
Angeles, Calif.-based Acento
Advertising. “It’s not enough.” He
says it’s vital to ground multicultural
1. Watch your language. Companies
campaigns in the values and mores
shouldn’t advertise what they can’t
of the target culture so that
deliver. Therefore, never advertise in
consumers see themselves in
a language the company isn’t fully
the message.
prepared to do business in. This is
Who’s
Getting
it Right
...................
2
a lesson»The
Home
Depot
under3. Mix
multicultural into mainstream
stands. Because
the Latino commuNew Research
marketing. As ethnic communities
nity is heavily
invested
in the
» That’s
a Fact ............................... 3
Continued on Page 2
building trade, they are a vital and
Focus:
Content
Marketing
Big Data to Big Analytics
What’s Inside?
Trending
» Empowering Brand Advocates ....... 4
Best Practices
» Fulfill Your Content Needs ............. 5
To drive new waves of productivity,
growth, and innovation, companies
know they must tap the massive and
growing volumes of data. Adobe views
big data as the collection and analysis
of large amounts of data to create a
competitive advantage. The real purpose
8
of big data is to enable big analytics,
where businesses derive new meaning
Fivenew
Tips
Building
anis Effective
Content Marketing Program
from
datafor
sources.
Big data
all
about delivering fresh insights to decision-makers, but many marketers are
any marketers misunderstand
Research by the Content Marketing
Page 2
the difference Continued
between on
content
Institute shows that while 91 percent
and content marketing. Content marketof marketers use content marketing,
ing involves owning media, instead of
only 36 percent believe that their prorenting it, to attract and retain customgrams are effective. The biggest chalers. Changing or enhancing a customer
lenges to effective content marketing
behavior requires creating content that is
are producing enough content and
compelling, consistent, and curated. The
producing the kinds of content that will
true value exchange is found in the stories
promote increased engagement. Marthat brands tell, and storytelling is crucial
keters should ask themselves why they
to successful search engine optimization,
are interested in executing a content
lead generation, and social media.
marketing plan before they look at what
Bring Your Story to Life
M
Social
Media
Search Engine
Optimization
Content Marketing Mission
Lead Generation
Continued on Page 2
» Cross-Cultural vs.
8
Five secrets to more effective multicultural marketing
What’s Inside?
It also reveals that the solution does not need to
be
invented, merely
applied.
completely,
can
be more dangerous
a series
of interconnected variables
Marketers long ago recognized that the
to sponsorship
meet theequation
partnership’s
goals.
is not a simple
one.Real‑
They
izing
the sponsorship
equation
not a
responded
by reinventing the
way they is
activate
and execute
programs,
developing
simple
one,partnership
marketers
have responded
new ideas andthe
using
the they
latest technology
to
bybig
reinventing
way
activate and
make sponsorships more relevant and engaging.
execute partnership programs. They
developed
big, new
ideas andevaluation
used the
But when it comes
to measurement,
tools technology
have not kept up
the pace
of change.
latest
towith
make
sponsorships
As therelevant
case studyand
on the
following pages shows,
more
engaging.
Big DataReaching Diverse Audiences
9
Herbalife andMarketing
LA Galaxy
Sharing» Masterful
8
Viewpoints
Focus:
» SAP Runs Better with Sports ......... 8
» Con Edison BRIEF
Inspires Students FIRST .
INSIGHT
Align measurement with objectives for greater satisfaction
Sponsorship’s impact is not one-dimensional.
A partnership’
s abilityoftosponsorship
meet its goals depends
he impact
is
on a series
of interconnected variables.
multi‑dimensional,
relying on
» Does Blending Work? ................... 5
» The Truth About Beauty ............... 6
Source: Content Marketing Institute, 2013.
» What to Measure ......................... 6
ANA Member Case Studies
» Charles Schwab Delivers Value ...... 7
» Cleveland Clinic Plays to Strengths . 8
» Kraft Uses Multiple Channels......... 9
» Schick Soars with Sharp Strategy ... 10
Source information ......................... 11
they want it to do for them. The Content
Marketing Institute offers five actionable
tips for building a content marketing
program within an organization:
1. Create a mission statement.
Defining the mission of the content
marketing program is the first, most
important step. Use the statement
as a guide to filter content and determine deliverables and outcomes for
the core target audience. The P&G
website homemadesimple.com,
for example, targets women with a
mission statement to “enable women
to have more quality time with their
families.”
2. Repurpose content. Before setting
out to create new content, assess
what existing content could be
reworked. Press releases, blog
Continued on Page 2
Research
•
In 2013, ANA’s team of five researchers
answered more than 2,300 questions from
members, a 31 percent increase over 2012.
•
Members’ usage of the MKC’s LiveChat
offering — submitting their marketing
questions in real time via the website —
grew 30 percent versus 2012.
•
“I needed fast information on how to better justify advertising investment. The ANA team quickly provided multiple
resources to help make my case. Senior management
thought my summary of the materials created a compelling
argument for increased investment.”
— Steve LeVeau, director of marketing
at Central Garden & Pet Company
The five most-requested topics were:
Social Campaign Success
Agency relations
Digital, social, and mobile marketing
Designing a Hit Casual Game
Brand building
Research
•  The casual gaming space is a way to get your brand onto other sites
and get people to create an affinity to that brand that will then drive
them to you online
Increasing Brand
•  Make it easy, encourage participation, and provide novelty
Awareness &
•  Create a series of short session times so that players will come back
For more information, see: How Social Media Influences Consumer Behavior,
For more information, see: Trends Every Marketer Needs to Know, comScore, 2011.
for multiple visits
comScore
and Buddy
Media, 2011.
Sales
Through
•  Games should appeal to both novices and experts
Social Media
–  Offer simplicity and complexity
Marketing financial management
and procurement
•
73 percent of ANA member companies
engaged with the ANA research service.
Most Engaging Destinations
•  Use content to engage fans and expand your reach – success will
not happen automatically!
ANA Marketing Knowledge Center
May 26, 2013
Prepared exclusively for:
(ANA Member)
Brand and Creative Strategy Coordinator
–  Encourage friendly competition
–  Take advantage of tactile features such as sounds and animations to
captivate people and touch their senses
For more information, see:
Presentation Summary: How Chicken of the Sea Engages Moms Through Gaming and
Social Media, ANA, 2011. (Slide Deck).
35
Marketing and Communications
2013 Overview
The mission of the Marketing and Communications
group is to provide our members with the information
and insights that drive marketing excellence. We accomplish this by utilizing a broad array of touch points
and programs, including email, our website, our newly
redesigned and award-winning magazines, social media,
direct mail, and PR.
•
Redesigned and expanded the print and digital
versions of our award-winning ANA magazines
to provide members with more in-depth articles
on relevant topics of the day
•
Increased social media outreach by more than
18 percent on Facebook, 15 percent on Twitter,
and 42 percent on LinkedIn (ANA Marketers group)
As the demand for timely and relevant marketing information increases, our primary communication vehicle,
ana.net, offers our 30,000-plus members access to
thought-leading content, tools, and information on a
24/7 basis. Members have access to case studies, best
practices, more than 300 marketing tools, and marketing
insights, as well as information on events, training
opportunities, and legislative and leadership initiatives
that affect every marketer.
•
Received nearly 800 mentions across print, digital,
and broadcast media
•
Generated more than one million website
screen views
•
Established a global alliance with
The Internationalist 1000
•
Conducted 14 Q&As with top CMOs for publication
in MediaPost and leading vertical trade publications
•
Conducted nearly 50 Onsite Insight video interviews
with featured speakers at ANA national industry
conferences
•
Launched the “ANA Multicultural Marketing Series”
with DiversityInc
•
Reached our most senior marketers 36 times
through the distribution of our print publications
Our best-in-class email program has expanded. Based
on a member’s individual interests, we can deliver customized insights and information on more than 20 topics,
up to seven days a week. During the past year the ANA’s
Marketing and Communications team has also:
•
Provided members via daily emails with more than
600 pieces of proprietary marketing content, including
case studies, best practices, and marketing tools
•
Launched the ANA’s new brand positioning: Leadership that advances marketing excellence and shapes
the future of the industry
Duke Fanelli | EVP
ANA Magazine
Pearl of Marketing Wisdom
ANA Magazine, which reaches more than 10,000 CMOs and senior-level
marketing executives, received the Custom Publishing Council’s Silver
Pearl Award for Most Improved Publication. The magazine moved from
a bimonthly to a quarterly publication in 2013, allowing for a fresh design
and more in-depth articles on key marketing issues.
36
|
www.ana.net
Email
600
Number of marketing insights delivered via email to members in 2013
14.9%
The average open rate of an ANA Brief email, a 13.7 percent increase over 2012
6,475
Number of ANA members who have set their email preferences, including 2,253 in 2013
New Offerings
Highest-Rated Topic Areas
•
The Internationalist: This bimonthly digital magazine is dedicated
to the needs of the international marketing professional, with global
marketing insights, award-winning case studies, and more.
•
FYI: This periodic email offers the latest marketing news and
information from the ANA.
1.
2.
3.
4.
5.
Marketing organization
Brand building
Multicultural/niche marketing
Marketing accountability
Agency compensation
ANA Website
Interested in leading-edge marketing insights? Want to register for the next
ANA committee meeting, national industry conference, webinar, or training
class? Curious about how our government relations activities support the
industry? Looking to review your email preferences or a document saved to
“myANA”? All that and more is available with just a click or two of the mouse
when members visit the ANA website.
Each day, the ANA website provides thousands of members with critical marketing insights and information designed to guide them through the changing
marketing landscape. Through myANA, members can bookmark and share
content with colleagues, manage email preferences, review and schedule
upcoming events, explore our more than 20 committees, conduct a quick
search of the Marketing Knowledge Center, and much more.
The ANA website is a portal to the latest marketing thought leadership,
key marketer-led events, and critical information needed to make effective
marketing decisions that drive the bottom line.
Blog Posts
We let members know what’s on our minds through a combination of print and video blogs. Marketing Maestros is the
place for staff and guest bloggers to comment on the latest marketing trends, events, and general happenings in the
industry. Regulatory Rumblings, penned by Dan Jaffe, group executive vice president of government relations at the ANA,
focuses on legal initiatives that threaten national advertisers’ freedom of commercial speech. Marketing Musings is the
playground of ANA president and CEO Bob Liodice, where he addresses the industry’s most pressing subjects via video.
37
Social
Media
Social
Media
We continue to see a dramatic increase in engagement on our social media outlets thanks to a consistent publishing schedule
and a more tightly focused, structured strategy. Our strategy allows us to effectively engage members and nonmembers in the
social sphere, raise awareness of the ANA’s products and services, and enhance our leadership position through content.
As of mid-December 2013, we had 4,237 Facebook fans, 6,651 Twitter followers (@ANAMarketers), and 2,504 LinkedIn
members in the ANA Marketers group. We also have very active (and growing) LinkedIn groups for the ANA Financial
Management Conference, the ANA Multicultural Marketing & Diversity Conference, and the ANA Digital, Social Media,
and Mobile Marketing Committee.
Facebook
•
•
•
More than 685 users have liked
us on Facebook since Dec. 2012.
•
Our highest concentration of
Facebook fans (10 percent) resides
in New York City. Rounding out the
top four are Chicago (4 percent),
Los Angeles (3 percent), and
San Francisco (2 percent).
•
We have been listed 343 times.
•
Our potential reach is 2,685,531.
•
Accounts that influence our reach
include AHAA (@AHAA), Karl
Greenberg (@tychob17), Barbara
Basney (@bbasney), WerbeAgentur
Online (@agenturwerbung), and
DAAUSA (@DAAUSA).
49 percent of our fans are women,
and 39 percent of them are
between the ages of 25 and 54.
•
37 percent of our male fans are
between the ages of 25 and 54.
•
In November, our most engaged
demographic was men in the 18–24
age group. This group (8 percent
of our fan base) accounted for 18
percent of our total engagement.
•
•
Twitter
Our single most popular post in 2013
was seen by 1,573 people on
Facebook. It was a link to a March
blog post on Marketing Maestros.
Our most actively engaged
timeframe was during the 2013
ANA Masters of Marketing Conference. The average daily reach for
all content exceeded 5,000 people
for the span of the conference.
•
•
Our top two performing hashtags are
#ana_masters and #anamarketers.
We had 896 tweets retweeted
a total of 1,755 times, and we were
mentioned more than 800 times
in the fourth quarter alone.
More than 550 of our followers
are classified as “influential.”
LinkedIn
•
More than 1,500 members have
joined the ANA Marketers group
since January 2011.
•
22 percent of members reside
in the greater New York area,
12 percent in the San Francisco
Bay area, and 8 percent in the
Chicago area.
•
26 percent of members are
managers, 21 percent are senior
managers, 20 percent are directors,
and 15 percent are vice presidents.
•
43 percent of members work
in marketing and advertising,
9 percent in consumer goods,
and 7 percent in financial services.
@ANAGovRel — Making Its Voice Heard
Last September, our government relations team in Washington, D.C. launched
the Twitter handle @ANAGovRel as part of a larger public relations effort. It will
allow the group to boost its visibility as the leading voice for the ad community
in D.C., provide breaking news as it happens, and connect with key individuals
shaping policy. The handle has the potential reach of 50,265 Twitter users.
The top performing hashtags to date are #patenttroll and #taxreform.
One Sweet Tweet
Our most retweeted (and favorited) tweet was from October 4, 2013:
• “Walmart’s Stephen F. Quinn: Protect your mavericks and innovators,
encourage them, and have them work on key assignments. #ANA_Masters”
38
|
www.ana.net
Financial
Performance
“Our financial success
demonstrates we are on the
right path — a path defined
by strategic intent, a clear
sense of purpose, and a
strong leadership platform.”
— Christine Manna
ANA
ANA2013
2013Annual
AnnualReport
Report—
—Leadership
Leadershipand
andMarketing
Excellence ||
39
Financials
2013 Overview
2013 was an exciting year of record financial performance at the ANA, from operating income to net income
to revenue. Our financial success demonstrates we are
on the right path — a path defined by strategic intent, a
clear sense of purpose, and a strong leadership platform.
Our growth strategies, unrelenting drive to deliver member
value, and wide array of projects and initiatives that help
shape the industry are what enable us to continue
to deliver solid financial performance.
As we closed our year, we are proud to highlight our
key accomplishments:
In 2013, the ANA posted operating income of $2.9
million, an increase of 37 percent over 2012. It marked
the fourth straight year of results exceeding $2 million.
Net income grew to $2.9 million, from $2.1 million a year
ago, and revenue increased 14 percent, to $24.2 million.
The revenue growth supported our business-building
operating expenses, which have largely been in human
capital. Without great people, value cannot be created.
These investments were strategically important to our
continued progress and to delivering quality products
and services.
The ANA’s balance sheet continues to be strong and
vibrant. Total assets were up 16 percent over 2012,
financial ratios remain healthy, and with the exception
of our pension liability, we continue to be debt-free. Our
liquidity profile continues to be in superb shape at $10.2
million, up 25 percent from last year. We ended the year
with cash and cash equivalents of $4 million, an increase
of 32 percent from a year ago, and investments (reserves)
were $6.2 million, up $1.1 million from a year ago.
Lastly, our financial stewardship and significant surplus
cash position enabled us to meet all our financial and
capital obligations and to move forward in incrementally
funding many of the strategic leadership and advocacy
areas noted in this annual report. This strategy, now in its
fourth year, provides the resources and flexibility to invest
in projects, programs, and initiatives important and relevant to ANA members and the marketing ecosystem. With
this available funding, we continue to elevate our role,
stature, and relevancy with our members and strategically
aligned partners, and within the marketing community.
40
|
www.ana.net
•
A solid, growing membership base, increased
member engagement levels, and high satisfaction
scores
•
An outstanding industry leadership profile and
recognition
•
A robust infrastructure, including an abundance
of marketing intellectual capital
•
A strong financial performance, cash-flow generation,
and substantial liquidity
•
Growth in ANA’s human capital
•
Record attendance at the Masters of Marketing
Conference, the premier industry gathering
in the U.S.
•
A dedicated team of legislative and regulatory
professionals, enhanced by ANA-led coalitions
and consortia
The ANA’s forward momentum and progress are a
reflection of a simple, understandable business model
predicated on a philosophy of expanding membership,
relevant products and services, and a comprehensive
leadership agenda.
Financials
Operating/Net income rose to almost $3 million
Operating
Net
$2,871 $2,931
$3,000
$2,407
$2,500
$1,889
In Thousands
$2,000
$2,073
$2,094
$1,500
$500
$0
$867
$818
$1,000
$422
2009
2010
2011
11
2012
2013
($500)
($667)
($1,000)
Net worth topped $4.5 million
$5,000
$4,514
$4,000
In Thousands
$3,000
$1,845
$2,000
$715
$1,000
$0
($1,000)
$1,582
2009
2010
2011
2012
2013
($44)
41
Financials
Revenue grew to $24.3 million
$24,332
$25,000
$21,265
$19,167
$20,000
In Thousands
$16,885
$15,000
$13,229
$10,000
$5,000
$0
2009
2010
2011
2012
2013
Investments reached $6.2 million
$7,000
$6,167
$6,000
$5,091
In Thousands
$5,000
$4,431
$4,067
$4,000
$3,000
$2,962
$2,000
$1,000
$0
42
|
www.ana.net
2009
2010
2011
2012
2013
ANA
Directory
Our membership is comprised
of the top marketers and
thought leaders in marketing
today. We thank our members
for their collaborative mastery
and desire to move the
industry forward.
ANA
ANA2013
2013Annual
AnnualReport
Report—
—Leadership
Leadershipand
andMarketing
Excellence ||
43
ANA Member List
as of December 31, 2013
#
24 Hour Fitness
3M
A
A.T. Kearney, Inc.
AAA Southern New England
Abbott Nutrition
AbbVie Inc.
Abila
Accenture
Ace Hardware Corporation
ACH Food Companies, Inc.
Achievers
Acision
Activision
Adobe Systems Incorporated
ADT Security Services
Advance Auto Parts, Inc.
AEG Worldwide
Aetna Inc.
Aflac, Inc.
Agilent Technologies
Air National Guard
Alaska Airlines, Inc.
Alcon Laboratories, Inc.
Align Technology, Inc.
Allstate Insurance Company
Almond Board of California
Altria Group, Inc.
AMA Insurance Agency, Inc.
American Express Company
American Family Insurance
American Heart Association
American Honda Motor Co., Inc.
American International Group, Inc.
American Licorice
Ameriprise Financial, Inc.
Amgen Inc.
Amtrak-National Railroad
Passenger Corp.
Amway Corporation
Andersen Windows, Inc.
Anheuser-Busch InBev
Apollo Education Group, Inc.
Apple Inc.
Applebee’s International, Inc.
Arby’s Restaurant Group
ARS/Rescue Rooter
ASPCA
Aspen Dental Management Inc.
AstraZeneca LP
Asurion
AT&T Inc.
Atlas Copco Compressors LLC
44
|
www.ana.net
Autodesk, Inc.
AutoNation, Inc.
AutoTrader.com, LLC
Avaya Inc.
Aviva USA Corporation
Avon Products, Inc.
B
Bacardi U.S.A., Inc.
Bank of America
Bank of New York Mellon
Bank of the West
Bankers Life & Casualty Company
Bausch & Lomb, Inc.
Bayer Corporation
BD Becton Dickinson and Company
Beam Inc.
Bel Brands USA
Benjamin Moore & Co.
Betterment
BIC USA Inc.
BISSELL Homecare, Inc.
Blackberry Limited
BlackRock, Inc.
Bloomberg L.P.
Blue Diamond Growers
Blue Rhino Corporation
BlueCross BlueShield Association
BMO Harris Bank
Boehringer Ingelheim
Pharmaceuticals, Inc.
The Boeing Company
Bombardier Recreational Products
Boston Scientific Corporation
Botanical Laboratories LLC
BP p.l.c.
Bridgepoint Education
Bristol-Myers Squibb Company
Brown & Toland Physicians
Brown-Forman Corporation
BT Global Services
BTC Bahamas
Burger King Corporation
Bush Brothers & Company
C
C Spire Wireless
California Closets
California Lottery
California State Automobile
Association (CSAA)
California Tobacco Control Program
Cambria USA
Campari America
Campbell Soup Company
Canon U.S.A., Inc.
The Capital Group
Capital One Services, Inc.
Caravan Tours
Cargill Inc.
Carhartt Inc.
Caribou Coffee Company, Inc.
CaringBridge
CarMax Auto Superstores, Inc.
Carnival Corporation
Cars.com
Centene Corporation
Central Garden & Pet Company
Charles Schwab & Company, Inc.
Checkers Drive-In Restaurants, Inc.
Chegg
Chevron Corporation
Chicken of the Sea
Chiquita Brands International, Inc.
Choice Hotels International, Inc.
Chrysler Group LLC
Chubb Corporation
Chumash Casino Resort
Church & Dwight Co., Inc.
Church’s Chicken
Cisco Systems, Inc.
CIT Group, Inc.
Citigroup Inc.
City National Bank
City of Hope
City Year Inc.
Cleveland Clinic
The Clorox Company
Coca-Cola Company
Cognizant Technology Solutions
Coldwell Banker Real Estate Corp.
Colgate-Palmolive Company
Collegiate Church Corporation
Colonial Life & Accident
Insurance Co.
Columbia Records, Division
of Sony Music
Columbus Foods, LLC
Combe Incorporated
Comcast Cable
Compass Investments LLC
ConAgra Foods Inc.
Conning & Company
Consolidated Edison Co.
of New York, Inc.
Constellation Wines U.S.
Consumer Reports
Coty Prestige
Covidien Inc.
Cricket Communications, Inc.
CSA Travel Protection
Cuisinart
D
Darden Restaurants
Del Monte Foods
Dell Inc.
Deloitte
Deluxe Corporation
Denny’s Corp.
DentalPlans.com
The Depository Trust & Clearing
Corporation
DeVry Inc.
Diageo North America, Inc.
Dick’s Sporting Goods Inc.
Discover Financial Services, Inc.
Disney Consumer Products, Inc.
Disney Theatrical Productions Ltd.
Dolby Laboratories, Inc.
Dole Packaged Foods
Domino’s Pizza, Inc.
The Dow Chemical Co.
Dr Pepper Snapple Group
Dr. Fresh
Dunkin Donuts, Inc.
DuPont
E
E*Trade Financial Corp.
Eastman Kodak Company
eBay, Inc.
Edison Electric Institute
The Edith Sanford Breast Cancer
Foundation
Education Management Corporation
Educational Testing Service (ETS)
Edward D. Jones & Co., L.P.
Eli Lilly and Company
EmblemHealth
Energizer Holdings
Enova Financial
Enterprise Holdings, Inc.
Ernst & Young LLP
Essential Accessibility
Expedia, Inc.
Experian Consumer Services
ExxonMobil Corporation
F
Farmers Insurance Group, Inc.
Fastenal Co.
FedEx Corporation
Feld Entertainment
Ferrero USA, Inc.
Ferring Pharmaceuticals, Inc.
ANA Member List
Fidelity Investments
Fiskars Corporation
FLOR
Florida Power & Light Co.
FM Global
Ford Motor Company
Forex Capital Markets
Formica Corporation
Franklin Templeton Investments
FTI Consulting
G
Genentech, Inc.
General Electric Company
General Growth Properties, Inc.
General Mills, Inc.
General Motors Company
Georgia-Pacific Corporation
Gigamon
Gilead Sciences
GlaxoSmithKline
Global Experience Specialists
Godiva Chocolatier, Inc.
Gogo
Goldman Sachs & Co.
The Goodyear Tire & Rubber
Company
Grant Thornton LLP
Great Southern Wood Preserving, Inc.
Green Mountain Coffee Roasters, Inc.
H
H. J. Heinz Company
Habitat for Humanity
International, Inc.
Hallmark Cards Inc.
Hanesbrands, Inc.
The Hartford
Hasbro, Inc.
Healthfirst
Heineken USA, Inc.
Henkel Consumer Goods, Inc.
Herschend Family Entertainment
The Hershey Company
Hewlett-Packard Company:
HP Enterprise Services
HHGregg, Inc.
Hillshire Brands Company
Hilton Worldwide
Hitachi America, Ltd.
Hologic Inc.
Home Depot, Inc.
Hormel Foods Corporation
Houlihan’s Restaurant, Inc.
House of Blues Entertainment, Inc.
Humana Inc.
Hunter Douglas, Inc.
Hyatt Corporation
Hyundai Motor America
I
IBM Corporation
IHOP Corporation
IKEA North America
Illumina, Inc.
IMAN Cosmetics
InfoComm International
ING Americas
Ingersoll Rand
Intel Corporation
InterContinental Hotels Group
Intermarine, LLC
International Dairy Queen, Inc.
Intuit Inc.
INVISTA
Irish Dairy Board, Inc.
Islands Restaurants
J
The J.M. Smucker Company
Jamba Juice Company
JBS USA LLC
JCPenney
John Hancock Financial
Services, Inc.
John Muir Health
Johns Hopkins Medicine
Johnson & Johnson
Johnsonville Sausage LLC
JPMorgan Chase TS Unit
JPMorgan Chase & Co.
Juniper Networks
Just Born, Inc.
K
Kao USA Inc.
Kellogg Company
Kennametal Inc.
Key Corp.
Kia Motors America, Inc.
Killerspin, LLC
Kimberly-Clark Corporation
King’s Hawaiian Bakery West, Inc.
Kiss Products, Inc.
Knouse Foods Cooperative, Inc.
Knowledge Universe
KPMG LLP
Kraft Foods Group, Inc.
L
L’Oréal USA
La Quinta Inns and Suites
La-Z-Boy Incorporated
Ladies Professional Golf Association
Lam Research
Land O’ Lakes, Inc.
The LanguageWorks, Inc.
Lebanon Seaboard Corporation
Legg Mason & Co., LLC
LEGO Systems, Inc.
Lenovo Group Ltd.
Levi Strauss & Co.
Liberty Mutual Group
LifeLock, Inc.
LifeSouth Community Blood
Centers, Inc.
Limited Brands, Inc.
Lincoln Financial Group
Live Nation, Inc.
Local Search Association
Logan’s Roadhouse, Inc.
Logitech
Lord & Taylor
Lorillard Tobacco Company
Los Angeles County Museum of Art
Lowe’s Companies, Inc.
LPL Financial
Lucile Packard Children’s Hospital
Stanford
Lufthansa German Airlines
Luxottica Retail
M
The Macerich Company
Major League Soccer
Marriott International, Inc.
Marriott Vacation Club International
Mars Incorporated
Mary Kay Inc.
MassMutual Financial Group
MasterCard Worldwide
Mattel, Inc.
Mazda North American Operations
McCormick & Company, Inc.
McDonald’s Corporation
McKee Foods Corp.
McKesson Corporation
MeadWestvaco Corporation
Medical Components, Inc.
Medtronic, Inc.
Memorial Sloan-Kettering
Cancer Center
Mercedes-Benz USA, LLC
Merck & Co.
Mercy Health System
MetLife, Inc.
Meyer Distributing
Meyer US
Microsoft Corporation
MilkPEP
MillerCoors LLC
MINI
Missouri Lottery
Mizuno USA
Moe’s Southwest Grill
Moen Incorporated
Moët Hennessy USA
Mondelez International, Inc.
Monsanto Company
Morgan Stanley — New York
Motorola Solutions, Inc.
N
NASA Federal Credit Union
NASCAR
National Football League, Inc.
National Grid
The National Theatre for Children
Nationwide
NAVY Recruiting Command
NBA
Nestlé Purina PetCare Co.
Nestlé USA
New York Life Insurance Company
New York Organ Donor Network, Inc.
The New York Racing Company
Newell Rubbermaid Inc.
Nike, Inc.
Nintendo of America, Inc.
Nissan North America, Inc.
Nokia Inc
Northstar Lottery Group, LLC
Northwestern Mutual
Norwegian Cruise Line
Novartis Consumer Health, Inc.
Novo Nordisk Pharmaceuticals, Inc.
NVIDIA Corporation
O
Oil-Dri Corporation of America
Old Navy
Orange Leaf Frozen Yogurt
Orkin Pest Control
Outback Steakhouse, Inc.
Outerwall Inc.
Outrigger Hotels and Resorts
P
Pacific Life Insurance Company
Panera Bread, LLC
Pantone LLC
Paychex Inc.
45
ANA Member List
PB Teen and PB Kids
Peet’s Coffee & Tea, Inc.
Pegasus Capital Advisors, L.P.
Pella Corporation
Pensco Trust Company
PepsiCo, Inc.
Perfetti Van Melle USA, Inc.
PerkinElmer, Inc.
Pernod Ricard USA
PETCO Animal Supplies, Inc.
PetSmart, Inc.
Pfizer Inc
PGA TOUR, Inc.
Pharmavite LLC
Phillips 66 Company
Plantronics, Inc.
PNC Bank, N. A.
PNM Resources, Inc.
Popchips, Inc.
POPSUGAR
Post Holdings, Inc.
Prager Metis CPAs, LLC
PricewaterhouseCoopers
The Principal Financial Group
The Procter & Gamble Company
Prudential Insurance Company
of America
Pulte Homes, Inc.
Q
Qatar Airways
QBE
Qualcomm, Inc.
Quicken Loans, Inc.
Quickie Manufacturing Corp.
R
Random House
Randstad North America
Rawlings Sporting Goods Co.
Raytheon Company
RBS Citizens Financial Group
Reckitt Benckiser
Regions Financial Corp.
Reynolds American Inc.
Robert Bosch LLC
Robert Half International
Rockettes
Rovio Entertainment
46
|
www.ana.net
Royal Neighbors of America
Russian Standard Vodka
Rust-Oleum Corporation
Ryder System, Inc.
S
S&P Capital IQ
S.C. Johnson & Son, Inc.
Safeway Inc.
Salesforce.com
Sallie Mae
San Antonio Convention & Visitors
Bureau
Sanofi-Aventis
Sartori Cheese
SAS Institute Inc.
Science Applications International
Corporation
Scottrade, Inc.
The Scotts Company
Seacoast National Bank
SeaWorld Parks and Entertainment
See’s Candies Inc.
The Seed Company
SEI
Service Experts Inc.
Seventh Generation
Shell Oil Company
Shire Pharmaceuticals Inc.
Siemens Corporation
Six Flags, Inc.
Sleep Innovations, Inc.
SourceAmerica
Southern Company
Sprint Corporation
SRP
Standard Pacific Homes
Stanford Hospital and Clinics
Stanley Black & Decker, Inc.
Starr Companies
Starwood Hotels & Resorts
Worldwide, Inc.
State Farm Mutual Automobile
Insurance Co.
State Street Global Advisors
SteelSeries
Sterling Jewelers, Inc.
Stroz Friedberg
Stryker Orthopaedics
Subway
Sun Life Financial
Sun Products Corp.
Sungevity Inc.
SunTrust Banks, Inc.
Susan G. Komen for the Cure
Symantec Corporation
T
T-Mobile USA, Inc.
T. Rowe Price Group, Inc.
Talent Partners
Target Corporation
TD AMERITRADE Holding Corp.
TD Bank
Teradata Operations, Inc.
Tervis Tumbler Company
Thomson Reuters
TIAA-CREF
Tiffen
Time Warner Inc.
Tomy International
Touchstone Energy Cooperatives
TouchTunes Music Corporation
Tourism Ireland
Toyota Motor Sales U.S.A., Inc.
Toys ‘R’ Us, Inc.
TracFone Wireless, Inc.
Traditional Medicinals, Inc.
Transitions Optical, Inc.
TransUnion
Travelers Insurance
Tree Top, Inc.
True Value Company
TXU Energy Retail Company LLC
Tyson Foods, Inc.
U
U.S. Cellular Corporation
UBS Financial Services Inc.
Under Armour Inc.
Underwriters Laboratories
Unilever United States, Inc.
Union Bank
United Airlines, Inc.
United Parcel Service, Inc. (UPS)
United States Olympic Committee
United States Postal Service
United States Tennis Association
Universal Music Group
US Bank
USAA
USG Corporation
V
Valspar Corp.
Vanguard Group, Inc.
Verizon Communications
Vertex Pharmaceuticals Inc.
Viacom, Inc.
Visa Inc.
Vision Service Plan, Inc.
Visit Florida, Inc.
Visit Philadelphia
Vistaprint
W
W.W. Grainger, Inc.
Wahl Clipper Corporation
Walgreen Company
Walmart Stores, Inc.
Walt Disney Parks and Resorts
Weber-Stephen Products Co.
Weight Watchers International, Inc.
Welch Foods Inc.
WellBiz Brands, Inc.
WellPoint, Inc.
Wells Fargo & Co.
Wendy’s International, Inc.
The Western Union Company
The Westfield Group
Whirlpool Corporation
White Wave Foods Company
William Blair & Company, L.L.C.
Wilsonart International
Wm. Wrigley Jr. Company
World Wrestling Entertainment, Inc.
(WWE)
Wyndham Worldwide Corporation
X
Xerox Corporation
Xilinx, Inc.
Y
Yodlee, Inc.
Z
Zep Inc.
2013 Strategic Partners and Thought Leaders
2013 marked the fourth year of the ANA Strategic Partner program and the third year of our Thought Leader program.
Revenues from these programs have allowed us to not only keep registration costs affordable for attendees at our national
industry conferences, but also offer such complimentary member benefits as members-only conferences and webinars.
What’s more, our members benefitted from the intellectual capital of our partners throughout the year.
ANA Staff
Chief Executive Officer
Bob Liodice
Mareena Apostolos
Andrew Kritzer
Joanne Forbes
Janine Martella
Jillien Gittens
Michael Berberich
Kristen McDonough
Chief Operating Officer
Christine Manna
Amanda Crowley
Meghan Medlock
Lauren Dzura Yasmin Melendez-Matthews
Mary Anne Farrell
Shannon Scanlin
Jesse Feldman
Christopher Scirocco
Kathleen Hunter
Leigh Walczak Executive Assistant
Patricia McNeal *
Caitlin Nitz Edward Berg
Irene Pantazis
Lynn O’Donnell Brian Davidson
Mark Galliher
Shepard Kramer
Washington, D.C.
David Buzby Christine Manna
Andrew Howell Clarissa McKellar
Sponsorship
Bill Duggan
*
Tracy Owens
Meghan Salome Keith Scarborough
Michael Palmer
Information Technology
Julia Chan
John DeCecco
Rolando Mendoza
Carlos Renoj
* Robert Rothe
James Tarleton
Nina Hajakian
Ken Beaulieu
Mark Liebert
Erin Becker
Nicholas Primola Andrew Eitelbach
Lisa Guhanick
*
Human Resources
Balbina Calo
Kristina Sweet
Training
Vivian Frouxides
Daniel Jaffe
Robert Starzee
Amber Mundinger
Arthur Tharpe
Jamie Favata
Barbara Markfield
*
Sara Stein
Samantha Falk
*
Michelle Lazarus Membership
Julie Abraham
Heidi Ho-Chang
* Andrea Kislan
Jolie Roberts
* Duke Fanelli April Rueppel
Barry Garbarino
Brayan Zambrano
Frederick Knecht
Meital Rofe
Conferences and Committees
Carissa Bailey
Charles Sweeney
Bill Duggan
Finance and Office Administration
Frank Flagello Lan Phan
Peter Tsigrikes
*
Marni Gordon
Urey Onuoha
* Department Head
47
Officers and Board of Directors
Officers
General
Counsel
Board of
Directors
48
|
Stephen F. Quinn
Chair
Michael Palmer
Executive Vice President
Marni Gordon
Vice President
Robert D. Liodice
President and Chief Executive Officer
Robert Rothe
Shepard Kramer
Vice President
Mark R. Baynes
Vice Chair and Treasurer
Brian Davidson
Senior Vice President
Mark Liebert
Vice President
Christine Manna
Chief Operating Officer and Secretary
Kathleen Hunter
Kristen McDonough
Vice President
Bill Duggan
Group Executive Vice President
Andrea Kislan
Tracy Owens
Vice President
Daniel L. Jaffe
Group Executive Vice President
Nick Primola
Lan Phan
Vice President
Duke Fanelli
Keith Scarborough
Kristina Sweet
Vice President
Roger W. Adams
USAA
Paul Edwards
General Motors Corporation
Tony Pace
Subway Franchisee Advertising Fund
Mark W. Addicks
General Mills, Inc.
Alicia Enciso
Nestlé USA
Marc S. Pritchard
The Procter & Gamble Company
Paul Alexander
Liberty Mutual Group
Andrew J. England
MillerCoors LLC
Stephen F. Quinn
Walmart
Dana Anderson
Mondelez International, Inc.
John Harrobin
Verizon Communications
Karen H. Quintos
Dell Inc.
Mark R. Baynes
Kellogg Company
Brad Jakeman
PepsiCo, Inc.
James D. Speros
Fidelity Investments
Kevin Burke
Visa Inc.
Kimberly Kadlec
Johnson & Johnson
Robert Tas
JPMorgan Chase & Co.
Paul Chibe
Anheuser-Busch InBev
John Kennedy, Jr.
IBM Corporation
John Travis
Adobe Systems Incorporated
Joan Chow
ConAgra Foods, Inc.
Esther Lee
AT&T Inc.
Meredith Verdone
Bank of America
Lisa D. Cochrane
Allstate Insurance Company
Robert D. Liodice
ANA
Deborah Wahl
PulteGroup, Inc.
Eduardo Conrado
Motorola Solutions, Inc.
Rob Master
Unilever
Verchele Wiggins
InterContinental Hotels Group
Marie T. Devlin
American Express Company
David J. Mondragon
Ford Motor Company
Douglas J. Wood, Esq.
Reed Smith LLP
Recreate PMS
www.ana.net
Lead the industry and advance
marketers’ success by:
Championing marketing excellence and collaborative mastery
•
•
Agency Compensation | Agency Relations | Brand Building | Business-to-Business | Digital, Social, & Mobile Marketing | Integrated Marketing | Legal/Regulatory | Marketing Accountability
Multicultural Marketing | Media | Marketing Organization | Marketing Financial Mgmt & Procurement | Production Mgmt | Research | Shopper Marketing | Sponsorship & Event Marketing
Founded in 1910, the ANA (Association of National Advertisers)
provides leadership that advances marketing excellence and shapes
the future of the industry. ANA’s membership includes more than
570 companies with 10,000 brands that collectively spend over
$250 billion in marketing and advertising annually. The ANA pursues
“collaborative mastery” that advances the interests of marketers and
promotes and protects the well-being of the marketing community.
ANA | 708 Third Avenue, 33rd Floor | New York, NY 10017 | 212.697.5950 | www.ana.net

Annual Report - Association of National Advertisers

Transcription

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