November 29, 2021
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Top Story
Supply chain challenges and product shortages are forcing brands to change holiday ad messaging and visuals with less of a focus on specific items and deals in favor of broader themes. DiMassimo Goldstein founder Mark DiMassimo equates the creative process to "playing three-dimensional chess" that requires "backup plans for your backup plans."
Full Story: The Wall Street Journal (11/27) 
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The Ultimate Guide to Google Analytics 360
The demand for data-driven optimization is increasing. While Google Analytics is by far the most popular web analytics platform, it has a number of limitations. Explore how GA360 can take your organization's capabilities to the next level in 2022 with our Ultimate Guide to Google Analytics 360.
Marketing Strategy
Abercrombie & Fitch's signature fragrance, Fierce, has remained a constant in a time of great change for the retailer since its days as a teen favorite in the early 2000s. The retailer is now appealing to millennials with brighter stores, fewer pieces adorned with the brand's name and a more inclusive range of sizes.
Full Story: The Washington Post (tiered subscription model) (11/23) 
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How to Improve Your Holiday Season Strategy
With the holiday season quickly approaching, access to Hashed Emails with The Tapad Graph will increase scale, connectivity and improve measurement when efficiency, personalization, and holistic attribution are pivotal to marketing strategies.
Creativity and Marketing Innovation
Books are free in New York Library's Black Friday deal
(Tara Fedoriw-Morris/NYPL)
The New York Public Library's fourth spoof Black Friday push, created in-house, playfully promoted "freer than ever" books with "free returns" and "0% interest loans." Ads on social media, also sent to more than 1.3 million email subscribers, directed readers to a dedicated site to "unlock the deal" and apply for a library card.
Full Story: Campaign US (tiered subscription model) (11/26) 
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Ram again "Official Truck" of Macy's Thanksgiving Parade
A Ram Truck pickup pulls a float during last week's Macy's Thanksgiving Day Parade. (Eugene Gologursky/Getty Images)
More than 60 Ram Truck vehicles helped pull off the Macy's Thanksgiving Day Parade, including pulling 20 floats, as the automaker was the "Official Truck" of the event, marking its seventh consecutive year of participation. The brand encouraged fans to watch via its Twitter, Instagram and Facebook accounts and by using #MacysParade.
Full Story: MediaPost Communications (free registration) (11/26) 
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Here’s how Twitter is making its service safer
Brand safety is human safety. After all, people are at the core of everything we do. See how Twitter is investing in brand safety through policies, products, and partnerships to make the service a safer place for all.
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Brand Purpose and Sustainability
E.l.f. Beauty has eliminated paper inserts, vacuum formed trays and secondary packaging to reduce its packaging material use by more than 1 million pounds across the company's portfolio. The milestone was reached after the company started its purpose-driven Project Unicorn initiative two years ago.
Full Story: Global Cosmetics News (UK) (11/24) 
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Marketing Insights and Trends
Fred Reichheld, Darci Darnell and Maureen Burns introduce earned growth rates as a complementary metric to correct faults with the original Net Promoter System method of measuring how brands turn customers into advocates. The earned growth counterpart for the Net Promoter Score "will reinforce the effectiveness of NPS, providing firms with a clear, data-driven connection between customer success, repeat and expanded purchases, word-of-mouth recommendations, a positive company culture, and business results," they write.
Full Story: Harvard Business Review (tiered subscription model) (November–December 2021) 
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PixelCrayons' Varun Bhagat highlights 15 causes of failed mobile app efforts such as not addressing real-world problems, skipping target audience research, poor user experience and having an inadequate marketing strategy. "If you're creating an app, it's essential to do your research, choose the best development approach, and make sure you have the right tools in place before you start building your first feature," Bhagat writes.
Full Story: CustomerThink (11/24) 
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ANA Update
What a hot job market means for brand teams
Amid the swirl of change CMOs and marketers now face, one of the toughest is how to attract and retain the kind of talent that will help brands thrive in a post-digital age. To push back against the tide of the "Great Resignation," agencies and brand-side marketers need to focus on building a people-first workplace, which starts with being flexible when it comes to where employees want to work. Create a winning workplace.
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I don't mind being listed alphabetically. I do mind being treated alphabetically.
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ballet dancer, actor
November is Native American Heritage Month
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