Contributor: David Schapira, senior vice president of strategy and operations, AnalyticOwl,
There have never been more options for students to search for the right school or program for higher education. Conversely, the space has never been more crowded, making the right approach to reaching and converting those students more important than ever to drive enrollment.
Continue reading “Today’s Lesson: Radio Works for Education”The ANA steers many initiatives that bring marketers from across the globe to ignite important change. One of those priorities is global sustainability, which provides their members with content, frameworks and resources that enable sustainable practices.
Ad Net Zero is one of those critically important resources, and at the ANA Masters of Marketing Conference, RAB’s Tammy Greenberg spoke with John Osborn, U.S. director, Ad Net Zero, for the ninth episode of the Radio on Main Street ANA Masters series.
Formerly CEO of OMD U.S. and BBDO New York, John currently leads Ad Net Zero’s efforts in an unprecedented collaboration of the entire advertising ecosystem to reduce the collective carbon impact of developing, producing and running advertising to real net zero.
At the time of this recording, Ad Net Zero was just embarking on its launch, since then, the organization is backed by over 50 supporters, comprised of U.S. representation of our global community and 18 new supporters from the U.S. marketplace.
As John says, certain media channels contribute to a greater carbon footprint, and we should all be proud that over-the-air broadcast radio is one of the most energy efficient.
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Radio was well-represented at the ANA Masters of Marketing Conference, where brands and marketing partners converge for four days to network, learn and grow.
Audacy was on site hosting marketers in their branded lounge where attendees could relax, unwind and talk about the power of audio in a comfortable setting.
Tammy Greenberg sat down with Paul Suchman, Chief Marketing Officer for Audacy and had a conversation that reinforces all that is so powerful about our great medium, with science to back it up.
In the tenth episode of the Radio on Main Street ANA Masters series, Paul’s insights offer an important reminder that radio travels with listeners wherever they are, consumers are leaning into audio more than ever before and that is because it is woven into their daily rituals, and for many, audio IS their daily ritual.
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Tyson Jominy, vice president, data & analytics for J.D. Power, once said during an RAB presentation that “Radio and automotive go together like peanut butter and jelly.” At the ANA Masters of Marketing Conference, several automotive marketers were in attendance sharing best practices and learning from one another.
In episode eleven of the Radio on Main Street ANA Masters series, RAB’s Erica Farber speaks with Phil Dauchy, Global Head of Brand Strategy & international marketing for General Motor’s iconic Cadillac brand.
Phil shares that as the brand continues to move toward an electric vehicle future, along with it comes huge volume goals. Gut and luck no longer rule the day in marketing to meet goals, and Phil’s job is to identify the partners that provide data that enables him and brands like his to make data-driven decisions to reach and engage target consumers.
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Harnessing data to create content, identify audiences and reach them at the right time was a key theme among brand presentations shared by chief marketing officers at the ANA Masters of Marketing Conference. In fact, one speaker indicated that they have more data than they’ve ever had before, and in a lot of ways, that makes it even more difficult.
In episode twelve of the Radio on Main Street ANA Masters series, RAB’s Erica Farber hosts a roundtable with an executive marketing team from Prudential Financial who all share that marketing sciences help to continuously explore their current audience and the next generation of consumers to achieve their next level of growth. Their excitement for exploring, testing and learning what’s new, unknown and what’s to come is infectious and is curiosity at its best.
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One of the benefits of attending the ANA Masters of Marketing Conference is the opportunity to meet people from the marketing ecosystem who are making a difference through their passion, experience and their work.
Raquelle Zuzarte, founder & CMO of Equity Project for All, is one such person. In episode thirteen of the Radio on Main Street ANA Masters series, RAB’s Erica Farber talks with Raquelle about her interesting and unique journey to the creation of Equity Project for All, a brand strategy firm focused on maximizing brand growth and purpose-driven impact through the power of data, tech and diversity, equity & inclusion (DE&I.)
Raquelle and Equity Project for All have such a clear mission that we can all relate to and learn from. Recognizing all people within our organizations for their impact and ensuring every individual feels they belong and deliver their best every single day will result in retention and recruitment. Igniting the power of creativity by tapping into all constituents whether they answer the phones or dial in will result in creative solutions we otherwise would not know existed. And perhaps more importantly, it captures the brand’s societal purpose.
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Four days at the ANA Masters of Marketing Conference equated to creative thinking and innovative strategies that inspire change and drive growth as shared by some of the world’s top chief marketing officers (CMOs) and leading brands.
In our 14th and final episode in the Radio on Main Street ANA Masters Series, RAB’s Erica Farber had the privilege of sitting down with Soyoung Kang, CMO of eos Products, who led the effort to create the award-winning “Bless Your F*ing Cooch” 2022 campaign for eos shaving cream. This campaign had the entire room of over 3,000 ANA attendees laughing until it hurt and was inspired by a provocative TikTok video.
There is so much to learn from Soyoung, but if there’s one thing that you walk away with from this conversation, it is to always be brave, push a little bit further with everything you do and with the right talent on the team, anything can happen.
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Author: Annette Malave, SVP/Insights, RAB
Eggs! Have you ever heard so many people talking about the price of eggs? If you do an internet search on eggs, you will probably get “fed” articles on chicken coops. That’s right – people think it is better to buy a coop than to buy eggs.
Continue reading “Reaching the Cost-Conscious Consumer”Author: Annette Malave, SVP/Insights, RAB
If you have spoken with anyone who has purchased or leased any vehicle within the past year, you will probably hear about the highs and lows of the process. While inventory may not be as big a challenge as it has been in years past, there are other difficulties.
Continue reading “In Person or Online? Here’s What Auto Buyers Prefer”
