AANA | Australian Association of National Advertisers

Research

AANA members have access to a vast selection of Australian and global research reports and case studies. Simply email mary@aana.com.au to request the insights.

Agency Relations

Organizing For an Agency Search (May 2011)

Written by Brian Goodall of R3:JLB, this Brief looks at how marketers should prepare for an agency search. Goodall discusses the steps marketers need to take before beginning an agency search, including establishing the search team, finalizing the scope of work, and establishing the search timetable.

Managing Multiple Agencies (21 July 2010) Organizing For an Agency Search

Laurie Coots, CMO, TBWA\, shares different models for managing multiple agencies, as well as questions marketers must ask themselves and answer before entering into a multiple agency relationship. These questions included:

· What is the current marketing orientation of the company?
· What is the time frame?
· Is this also a change in strategic direction?
· What and why do we want to integrate? Source: Association of National Advertisers (US)

Brand Building

The Seven Critical Elements of Marketing Innovation (30 April 2010)

Barbara Goodstein, executive vice president, chief innovation officer, chief marketing officer, chief digital officer, AXA Equitable Life Insurance Company, shared seven tips for marketing innovation, based on the success of AXA's MyRetirementShop.com. Source: Association of National Advertisers (US)

Consumer Research and Engagement

Project Reconnect - Global consumers reveal preferences for online marketing to children (May 2011)

The initial findings from Project Reconnect, research commissioned by the World Federation of Advertisers, has revealed that while children feel that they have control over their exposure to advertising online, parents are less comfortable.

Marketing to the New Chinese Consumer (14 April 2011)

The meteoric rise in the spending power of the Chinese consumer presents unique challenges for marketers, according to a new study released by the World Federation of Advertisers (WFA).

Presentation: The Path to Consumer Engagement (29 July 2010)

Peggy Loos, director, media and interactive Marketing, The Coca-Cola Company, discussed how The Coca-Cola Company drives consumer engagement for their next generation of billion dollar brands. Source: Association of National Advertisers (US)

Digitial Marketing

Ongoing Investigation into How the iPad and Other E-Readers Are Changing Consumers' Interaction with Media (5 August 2010)

Consumers are rapidly embracing eReaders including the Kindle, Nook and, in particular, the iPad. David Shiffman, SVP, connections research & analytics at MediaVest, and Kelly Andrews, SVP, connections research & analytics at MediaVest, discussed how these new devices are catalyzing change in human experiences with technology, media, and advertising. Source: Association of National Advertisers (US)

The P&G and ICAP/GEM Strategy: Joint Initiative in Global Mobile Marketing (29 July 2010)

Jean Berberich, Platform Manager, P&G, and Mark Kaplan, Managing Director, GEM, discuss how P&G has formed a closer partnership with their IT group in order to enable and scale global mobile marketing. P&G found that they needed to combine marketing art with technical expertise for enterprise alignment to drive mobile audience engagement and ROI. This system allows them to aggregate demand among their brands and eliminate IT supplier fees. Source: Association of National Advertisers (US)

Bank of America Mobile Marketing (8 July 2010)

Mark Hendrix, VP, integrated channels marketing, mobile, Bank of America, discusses Bank of America's mobile marketing strategy. Source: Association of National Advertisers (US)

Case Study: Delivery and Verification of Online Video Advertisements (12 May 2010)

Anthony Rushton, director, Telemetry discussed how the benefits of adopting independent delivery and verification of online video advertising campaigns helped Reckitt Benckiser to become the largest online video advertiser in the world. Source: Association of National Advertisers (US)

Marketing Analytics

Online audience measurement - what do advertisers want? (May 2011)

AANA has contributed to a survey led by the World Federation of Advertisers (WFA) on what advertisers want from online audience measurement.

IBM and Ogilvy: Marketing Analytics and Impact (5 April 2010)

IBM and OgilvyOne shared insights on becoming more accountable through analytics and discussed the types of questions companies typically ask their agencies when implementing a marketing analytics program. They also presented a case study from IBM that showed that increased marketing in target areas results in business growth. Source: Association of National Advertisers (US)

Marketing Organisation and Internal Communications

Maximising Marketing Efficiency

The World Federation of Advertisers has found that experienced marketing procurement teams are increasingly focusing on building third-party relationships, optimising process and driving learning and improvement in addition to their responsibility for managing money well.

Corporate Social Responsibility: What Do You Care About?

Featuring case studies from Bank of New York Mellon and Procter & Gamble, this resource includes data on the importance of corporate social responsibility and the rise of “conscientious consumers.” Source: Association of National Advertisers (US)

What Does It Mean To Be A High-Performing Marketing Leader? (23 March 2010)

Spencer Stuart's Tom Seclow and Justin Menkes discussed several topics designed to help marketers be leaders in their organizations, with a key focus being the concept of Executive Intelligence-one of the "lenses" being increasingly used to evaluate senior leaders. Source: Association of National Advertisers (US)