January 15, 2021
CONNECT WITH ANA  FacebookTwitter
ANA SmartBrief on Marketing Leadership
Knowledge to drive professional and business growthSIGN UP ⋅   SHARE
ADVERTISEMENT
Top Story
Nike stepped up its digital game amid 2020 store closings with enhanced shopping and exercise apps and benefited with an 84% boost in sales during the quarter ending Nov. 30, writes Robert Williams. John Donahoe, Nike president and CEO, said, "Digital is the 'new normal' in consumer behavior, and we believe the trends that we're seeing are here to stay."
Full Story: Marketing Dive (1/14) 
LinkedIn Twitter Facebook Email
Has this happened to you?
You find the perfect job opening. You're ready to apply but there's one bullet point you don't meet the criteria for. You begin to doubt yourself. You procrastinate and, just like that, your dream job slips through your fingers. Sound familiar? Join us on January 22 for Career Day. Let's put those doubts to rest.
ADVERTISEMENT:
Marketing Strategy
L'Oreal's Garnier brand has boosted its social efforts to engage with consumers via influencer activations, live Q&A sessions, its Hair Color Hotline livestream, Instagram consultation services and color tools powered by artificial intelligence. "We want to continue to be a resource and provide info wherever someone may be searching for it," said Greg Hui, Garnier USA's senior vice president of marketing.
Full Story: Marketing Dive (1/14) 
LinkedIn Twitter Facebook Email
Direct-to-consumer outdoor furniture seller Outer avoids the overhead of a showroom by paying customers to become showroom hosts. Customers apply to be hosts in exchange for 10% off their next purchase, and those who are accepted share photos and descriptions of their spaces and interact with prospective customers.
Full Story: Modern Retail (tiered subscription model) (1/14) 
LinkedIn Twitter Facebook Email
We believe the more you get people, the more people you’ll get.
So how do we do it? For starters, with first-party, high-quality data delivered with empathy, scale and transparency. It's how we're creating a positive way to connect people to brands. Together, let's change media for good. Media, re-imagined by Target. See How
ADVERTISEMENT:
Creativity and Marketing Innovation
Joan Creative challenges climate science skepticism
(Science Moms/YouTube)
Joan Creative's 60-second animated spot for advocacy group Science Moms asks viewers why they believe the expertise of doctors, plumbers, fitness instructors or mechanics but not 99% of climate scientists who agree that the climate is being negatively affected by humans. The ad urges people to take action on climate change, and Joan Creative's Bryce Hooton explains, "It's a very common sense approach, but that's exactly what we need right now -- common sense."
Full Story: Ad Age (tiered subscription model) (1/14) 
LinkedIn Twitter Facebook Email
Lexus partnered with Twitch star Fuslie on a two-hour Twitch livestream that invited almost 23,000 viewers to participate in a poll to vote on a customized version of its 2021 IS sedan. A second Twitch livestream on Feb. 17 hosted by Fuslie will reveal the finished custom design, and the effort is part of the automaker's "All In" campaign, which includes TV ads, social content, a documentary-type video and influencer collaborations.
Full Story: Marketing Dive (1/14) 
LinkedIn Twitter Facebook Email
Sponsored content from The Wall Street Journal
Free to read exclusively for SmartBrief readers
Marketing Insights and Trends
Q&A: Why Twitch is becoming a go-to source for brands
(Twitch)
Streaming platform Twitch has grown exponentially since the start of 2021, jumping from 17 million daily users to 27 million, as it continues to add more nongaming content focused on everything from cooking and music to sports and fashion. In this interview, Chief Marketing Officer Doug Scott discusses the launch of performance marketing campaigns, why more brands are attracted to the platform and its growing pool of marketing tools such as the Bounty Board and multiplayer ads.
Full Story: AdExchanger (tiered subscription model) (1/14) 
LinkedIn Twitter Facebook Email
McCann Worldgroup's Horwitz: 4 key trends from CES
(bHaptics)
McCann Worldgroup's Elav Horwitz highlighted four trends from CES that marketers should watch -- contactless screens, advanced haptics that enable virtual sensations, robots as the next evolution of virtual assistants and augmented reality experiences. "Brands need to re-imagine innovation and create personalized options," Horwitz says.
Full Story: Ad Age (tiered subscription model) (1/14) 
LinkedIn Twitter Facebook Email
An Integral Ad Science survey found that 72% of advertising executives see opportunity in the increased time people spend watching mobile video. More than half think mobile gaming will create new opportunities as well, particularly as 5G makes the gaming experience better.
Full Story: MediaPost Communications (free registration) (1/14) 
LinkedIn Twitter Facebook Email
Brand Purpose and Sustainability
PepsiCo is ramping up its sustainability goals by targeting carbon neutrality across its supply chain by 2040, one decade earlier than called for in the Paris Agreement. The company plans to increase the use of renewable energy, regenerative agriculture and net-zero emissions technology to hit its goal.
Full Story: Reuters (1/14),  Fast Company online (1/14),  BeverageDaily (France) (1/14) 
LinkedIn Twitter Facebook Email
ANA Update
In this episode of the "ANA Champions of Growth Podcast," Jamey Sunshine, head of experiential marketing for the center of excellence at Nestle USA, candidly discusses how the company employs brand activation marketing strategies that drive business and brand growth through innovation, creativity and experience.
LinkedIn Twitter Facebook Email
B2B marketers have made little progress in tackling some chronic problems and cultivating digital revenue streams. Could the increase in digital adoption caused by the pandemic help clear some of the logjams and spur an online-first strategy once and for all?
LinkedIn Twitter Facebook Email
LEARN MORE ABOUT ANA:
Membership | Events & Webinars | Committees & Community
Advocacy | Insights & Research | Training & Careers
Editor's Note
SmartBrief will not publish Monday
In observance of Martin Luther King Jr. Day in the US, SmartBrief will not publish Monday. Publication will resume Tuesday.
LinkedIn Twitter Facebook Email
Sharing ANA SmartBrief on Marketing Leadership with your network keeps the quality of content high and these newsletters free.
Help Spread the Word
SHARE
Or copy and share your personalized link:
smartbrief.com/anadv/?referrerId=eSriBJbAIQ
Connect deeply with others. Our humanity is the one thing that we all have in common.
Melinda Gates,
philanthropist, advocate for women and girls
LinkedIn Twitter Facebook Email
 
SmartBrief publishes more than 200 free industry newsletters - Browse our portfolio
Sign Up  |    Update Profile  |    Advertise with SmartBrief
Unsubscribe  |    Privacy policy
CONTACT US: FEEDBACK  |    ADVERTISE
SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004