How Dr Pepper became an integral part of college football | Mastercard calls on consumers to "Start Something Priceless" | Cheetos' USA Curling Team social dance craze catches on
January 19, 2018
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How Dr Pepper became an integral part of college football
How Dr Pepper became an integral part of college football
(Dr Pepper Snapple Group)
Dr Pepper Snapple Group's Jim Trebilcock talks about the brand's sponsorship of ESPN's College Football Playoff, why it extended the partnership for another six years, how the fictional Larry Culpepper was born, and creating meaningful experiences. "Dr Pepper wants to be a part of the various moments throughout the season from tailgates to home gates," he says.
Chief Marketer (1/16) 
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Standing out against your competitors is always a challenge, but mobile marketing is a fantastic avenue to not only get your audience's attention but also engage them on the device they rely on every day. Rev up your mobile marketing efforts on personalization through Vibes' 5-day Mobile Personalization Crash Course.
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Marketing Strategy
Mastercard calls on consumers to "Start Something Priceless"
Mastercard's "Start Something Priceless" campaign issues a call to action for consumers, encouraging them to give back to their communities through their own efforts or by donating to the Mastercard donation program. "When you infuse social good into the core of business practices, that grows your brand, drives business and gives you a competitive advantage," says the company's chief marketing and communications officer, Raja Rajamannar.
Forbes (1/18),  Ad Age (1/18) 
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Creativity and Marketing Innovation
Cheetos' USA Curling Team social dance craze catches on
Cheetos' USA Curling Team social dance craze catches on
(Cheetos/YouTube)
Cheetos' sponsorship of the USA Curling team features a campaign touting the brand's limited-edition Winter White Cheddar Curls and the creation of a new dance -- "The Curl" -- devised and performed by the Washington Redskins' Vernon Davis, singer Todrick Hall and NFL legend LaDainian Tomlinson. A "Teach Me How to Curl" spot is running across social, attracting almost 660,000 views so far, and is being touted on a dedicated Instagram account.
MediaPost Communications (1/18) 
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Marketing Insights and Trends
The data US consumers are willing to share, plus their breaking point
Seventy-nine percent of US consumers would stop buying from brands that use their personal data without their knowledge, and 61% say personalization means getting unexpected perks from brands such as freebies and discounts, SAP Hybris reports. Seventy-one percent of respondents said they're willing to share personal data, with email addresses and shopping history being the top information they're willing to divulge.
MarTech Advisor (1/18) 
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Assembly teams with AdFin to bring transparency to digital ad inventory
Media shop Assembly has partnered with ad tech consultancy AdFin to enable its clients to view the cost of digital ad placements and verify for themselves that there have been no hidden markups. "Clients are lacking trust in their agencies. I don't want them to not trust me," Assembly CEO Martin Cass said.
The Wall Street Journal (tiered subscription model) (1/18) 
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Measurement and Technology
Snapchat woos advertisers with boosted app-install tracking, tools
Snapchat is boosting investment in app install tech, enabling advertisers to monitor the in-app behavior of users who install their apps via the platform and direct users via links to specific areas within apps. "There's an appetite for app discovery on Snapchat, and our team has doubled down on building tools for those advertisers," says Snap's Peter Sellis.
The Drum (Scotland) (1/18),  Adweek (1/18),  Marketing Land (1/18) 
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How AI is already affecting marketing
Sixty percent of marketers say artificial intelligence will have a "substantial or transformational" effect on media spend and programmatic buying over the next five years, Salesforce reports. Seventy-four percent of companies that have introduced AI platforms have experienced increased sales of both new and existing services and products, per Capgemini.
Digiday (1/19) 
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ANA Update
How ethnographic research can boost marketing results
The use of ethnographic research in marketing is accelerating as companies and brands look to meet customers' changing needs. "[Ethnography is] a perfect fit for brand marketers because it adds color and dimension to your business insights," says Kate Parker, head of global brand marketing for safety and insurance at Uber. "It gets you out of the office to see and feel how your brand is living in people's day-to-day lives."
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Hear from the masters of brand marketing
Hear how winners from the 2017 Effie Awards North America program are driving sales, profitability and ROI by attending the 2018 ANA Brand Masters Conference, March 26-28 in Dana Point, Calif. Speakers include:

• Rebecca Messina, CMO at Beam Suntory
• Sarah Krauss, founder of and CEO at S'well  
• Tim Scott, SVP and CMO at Land O' Lakes
• Andrew Springate, CMO at Dr Pepper Snapple Group
• Stephen Tisdalle, CMO at State Street Global Advisors
• Vineet Mehra, CMO at Ancestry.com
• Orla Mitchell, president of gum and mints CBU at Mars Wrigley Confectionery

Register now
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The brick walls are not there to keep us out. The brick walls are there to give us a chance to show how badly we want something. Because the brick walls are there to stop the people who don't want it badly enough.
Randy Pausch,
professor
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