The Advertiser: August 2008

Results, Growth
a Winning Formula

Bob Liodice,
President and CEO, ANA

We've seen companies transform their marketing to achieve substantial results and growth.

In this day and age, it's fun, sexy, and exciting to talk about social networking, mobile technology, IPTV, blogging, podcasting, satellite communications, public relations, event marketing, shopper marketing, and multicultural marketing. The same can be said about innovation, transformation, and creativity. And let's not overlook behavioral targeting, audience segmentation, and the millennial generation.

But in the end, what it all boils down to is results. And growth. In the past few years, we have seen some terrific marketplace examples of companies that have reinvented and transformed their marketing to achieve tangible and substantial results and growth:


	Coming in October

	The October issue of The Advertiser will feature the following can't miss content: The Road to Growth: 6 Brand-Building Trends You Can't Ignore in 2009 Special Report: How to Turn Shoppers into Buyers We Talk to Becky: Schwab CMO Becky Saeger 5 Sins of Green Marketing: Winning Over Environmentally Conscious Consumers


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August 2008 Cover Story The Changing Face of Marketing How to build a successful marketing organization

Given what is expected of today's marketing organization, is it any surprise that only 13 percent of senior marketers recently surveyed by the ANA say they are very satisfied with their company's marketing structure? In this article, executives at BMW of North America, Welch Foods, and Hewlett-Packard offer tips for building a brand and meeting the new challenges of a successful marketing organization.
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	Also in the August 2008 Issue

Cause & Effect An alliance between a brand and a charitable organization translates into a win for both. Learn more about successful cause marketing efforts at American Express, Avon, Toyota, and Whirlpool and why other companies are following suit.
Marketing Technologies: Signs of the Times A new wave of digital outdoor advertising, surprisingly measurable, is catching the eye of consumers and marketers, including Coors Brewing. Find out why the out-of-home category continues to attract so much attention - and dollars - from advertisers.
Multiculturally Speaking: Burning Question Are multicultural marketers embracing the same digital opportunities as general marketers? ANA research, The Use of Digital Media for Multicultural Marketing, provides an answer and explains why adoption of these new technologies is proceeding at a measured rate.
Media Trends: Lend Me Your Ears Marketers at Disney, Marriott, and New York Life are realizing the potential of reaching consumers via podcasts. Here, they share tips and tactics for tapping into this winning formula for growth in this embryonic field of corporate marketing.