ANA unveils #WriteHerRight at Cannes Lions | Sources: Toyota slashes marketing to invest in tech | 360i, HBO immerse "Westworld" fans via Amazon Alexa
June 21, 2018
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ANA unveils #WriteHerRight at Cannes Lions
The Association of National Advertisers revealed a new extension to its #SeeHer movement at Cannes Lions -- a #WriteHerRight platform that provides storytellers with a forum to discuss gender inequality and tips on how to remove unconscious bias in narratives. "We believe that by inviting storytellers to join our movement, we are that much closer to the day when all the images that women and girls see in the media not only mirror the real world but reflect a society they want to live in -- and that is good business," said #SeeHer chair Stephen Quinn.
Adweek (tiered subscription model) (6/20) 
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Marketing Strategy
Sources: Toyota slashes marketing to invest in tech
Sources report that Toyota is cutting its marketing budget and investing more in research to compete with new rivals, and the company has parted ways with the China division of Dentsu. The automaker plans to spend more on nontraditional advertising and invest in emerging technology, such as self-driving vehicles, sources say.
Reuters (6/20) 
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Creativity and Marketing Innovation
360i, HBO immerse "Westworld" fans via Amazon Alexa
360i, HBO immerse "Westworld" fans via Amazon Alexa
(Jason Merritt/Getty Images)
360i's new spot for HBO's "Westworld" unveils the show's new Amazon Alexa skill, "The Maze." Fans who ask Alexa to "Open Westworld" can play an audio interactive game where they choose their own path as a "host," encountering characters who offer clues, with up to 60 narratives available.
The Drum (Scotland) (6/20),  Ad Age (tiered subscription model) (6/20),  Adweek (tiered subscription model) (6/20) 
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Featured Content
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Marketing Insights and Trends
P&G's Pritchard: It's time for brands to commit to gender equality
Twenty-nine percent of women in ads and media are negatively or inaccurately portrayed, even though ads promoting gender equality achieve 10% higher trust and 26% more sales, an ANA #SeeHer study finds. Procter & Gamble's Marc Pritchard outlines what marketers must do to champion gender equality, including committing to achieving gender parity for creative leadership roles, joining the #SeeHer initiative and celebrating the "best work from women creatives around the world and telling their backstories for inspiration."
Adweek (tiered subscription model) (6/20) 
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How a brand's voice can stand out in the crowd
How a brand's voice can stand out in the crowd
(Pixabay)
Brands must reflect a strong vision, exhibit their values and have a distinct personality, writes Alan Siegel, who offers 10 tips for marketers such as the authentic communication of a brand's conscience and being nimble enough to respond immediately to criticism. Ultimately, "all organizations with a distinctive voice have a visionary leader who is unwilling to compromise the brand's core values," he writes.
SmartBrief/Marketing (6/21) 
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Measurement and Technology
Instagram reveals long-form vertical video hub
Instagram reveals long-form vertical video hub
(Alexander Koerner/Getty Images)
Instagram has unveiled its long-form video app and hub, IGTV, which lets creators post videos up to 60 minutes long in vertical, full-screen view. The move challenges both YouTube and Snapchat, writes Sahil Patel, and if the company gets the revenue model right, with the platform's "1 billion monthly users now, Instagram and IGTV will be hard to ignore," Patel writes.
Digiday (6/20),  The Wall Street Journal (tiered subscription model) (6/20),  Reuters (6/20),  The Associated Press (6/21) 
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ANA Update
Is there an optimal B2B digital channel?
When it comes to generating leads, some business marketers dispute entirely the idea of best channel, suggesting that other elements are perhaps more effective. They include stressing customer interests before determining channel tactics, optimizing landing page destinations referenced by calls-to-action, and providing an easy-to-use website experience.
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Get inside the minds of today's leading CMOs
Don't miss the 2018 ANA Masters of Marketing Conference, October 24 to 27 in Orlando, Fla. This signature annual event features enlightening sessions, a wealth of networking opportunities and top-notch evening entertainment.

Speakers include:
  • Michelle Peluso, SVP and CMO at IBM
  • Marc Pritchard, chief brand officer at P&G
  • Elizabeth Rutledge, CMO at American Express
  • Rajesh Subramaniamm, EVP and chief marketing and communications officer at FedEx
  • Suzy Deering, CMO for North America at eBay
  • John Dillon, CMO at Denny's
  • Greg Revelle, SEVP and CMO at Kohl's
  • Lisa Bacus, CMO at CIGNA
  • Lisa Borders, president of the WNBA
Register now.
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To understand the heart and mind of a person, look not at what he has already achieved, but at what he aspires to do.
Khalil Gibran,
writer, poet and artist
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