Global Growth Priority


#ActionsBeyondAds

Progress over Perfection

Since the Summit, a number of announcements and presentations made by CMO delegates highlight new partnerships and progress. The CMO Masters Circle will continue to track the progress, publishing all brand announcements to the #ActionsNotAds news hub. So far, the following announcements have been made:

BRANDS FOR GROWTH.

BRANDS FOR GOOD.

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EVOLUTION OF SUPERBOWL ADS IN THE NEW REALITY

Bob Liodice, CEO at ANA shares how brands are translating social responsibility into business growth - during the Super Bowl and beyond, in this interview with CBS.

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CONSUMERS EXPECT ACTIONS BEYOND ADS

Nick Primola, EVP, Global CMO Growth Council at ANA explains to Cheddar that marketers now have a responsibility to be a force for good and a force for growth.

PLAYS OF THE GAME How Brands Changed their Game to Drive Growth at Super Bowl LV

To those of us “inside” the industry, the big story in this year’s Super Bowl isn’t so much about WHAT we’re seeing as it is about WHY we’re seeing it. And so, what we’re seeing on screen during the game is just a small reflection of what is happening behind the scenes and some of the outcomes that the ANA and the Global CMO Growth Council are driving within the industry.

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TOYOTA "UPSTREAM"

Toyota's Super Bowl commercial doesn't have anything to do with cars It has everything to do with the company's belief in respect for all people.

ANHEUSER-BUSCH "LET'S GRAB A BEAR"

Introducing the first-ever Anheuser-Busch Super Bowl ad, created to pay tribute to those special times and the people that create them.

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ST JUDE/SPACEX "INSPIRATION"

SpaceX brings an inspiring opportunity to life as two people will be chosen to join the first all-civilian crew to space - an support St. Jude Children's Research Hospital.

CHIPOTLE "CAN A BURRITO CHANGE THE WORLD?"

Discover the difference Chipotle is making to help the next generation of farmers through it's commitment of $5-million over the next 5 years .

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TIDE "THE JASON ALEXANDER HOODIE"

An absurd, humorful ad featuring a beloved sweatshirt featuring the face of Seinfeld star Jason Alexander that is "loved" until it is washed with Tide.

GM "NO WAY NORWAY"

With the help of actor Will Ferrell, GM wages a battle against Norway because it’s the world’s top-selling electric vehicle market per capita, focusing on the automaker’s all-electric vehicle efforts, including 30 new models globally by 2025.

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HUGGIES "WELCOME TO THE WORD BABY"

Huggies will become the first diaper brand to advertise during the Super Bowl when a commercial featuring real newborns born that very day airs during the game's second half on Feb. 7.

BUD LIGHT SELZER LEMONADE "LAST YEAR'S LEMONS"

With the help of actor Will Ferrell, GM wages a battle against Norway because it’s the world’s top-selling electric vehicle market per capita, focusing on the automaker’s all-electric vehicle efforts, including 30 new models globally by 2025.

BRAND, CREATIVITY, AND MEDIA

COMPLIMENTARY CMO ACCES TO THE WORK

Cannes Lions is providing free subscriptions for CMO delegates to access “The Work” archive of hundreds of thousands winning creative award submissions, providing insight into creative.

If you are a client-side CMO, you can request your subscription at: ana-masters-circle@ana.net.

BRAND PURPOSE IN ACTION

Samuel Adams started a relief effort for bar owners and workers, and an ad campaign to publicize it. Within a week, the fund had grown, and founder Jim Koch had recorded different radio commercials for 20 markets nationwide. The fund is now $5 million.

DATA, TECHNOLOGY AND MEASUREMENT

DATA FOR GOOD

IBM called for the need to link technology platforms like artificial intelligence and natural language processing, or NLP, with human management traits to push past the struggles of the coronavirus crisis.

RECLAIMING $10 BILLION

Michelle Peluso, SVP, Digital Sales & Chief Marketing Officer at IBM, will lead a working team that will develop a unified playbook for efficiency and effectiveness for CMOs to follow. The goal is to find 10 points of efficiency out of their own media investments, equating to a savings of $10B for the industry within 6 months, resulting from changes including renegotiating fees, examining third party data costs, and leveraging agencies for transparency.

CROSS-PLATFORM TRANSPARENCY

Procter & Gamble committed to investing in cross-platform measurement for accurate and transparent comparison across platforms to eliminate excess ad frequency and spend; P&G also is shifting more money to programmatic and moving away from the upfront system which provides sellers with more information than buyers.

DATA FOR GOOD

Campbell Soup Company partnered with Meredith, using AI and contextual data, created Campbell ads that would resonate with consumers, featuring recipes and meal planners that taught consumers how to prepare simple, quick and wholesome meals.

DATA OPTIMIZATION

Deloitte teamed up with Casey’s General Store to establish a loyal customer base – and thrive in an age of digital disruption – by implementing cutting-edge solutions to digitize their customer ordering system and creating a state-of-the-art website, mobile app and loyalty program.

TALENT AND MARKETING ORGANIZATION

NAVIGATING THE C-SUITE

Forbes announced a strategic partnership with ANA to launch a new “CxO interview series” to elevate the conversation beyond the CMO community and into the C-Suite.

SOCIETY AND SUSTAINABILITY

SOCIETAL GOOD

Budweiser is foregoing its annual Super Bowl commercial slot for the first time in 37 years. Instead, Budweiser will reallocate its media investment to drive awareness of COVID19 vaccination efforts.

SUPPLIER DIVERSITY

HP created a racial equality taskforce, committed to improve spend on diversity efforts dramatically; not only in marketing but across all suppliers. They also sked agencies to scorecard themselves, put a big focus on BIPOC-owned and operated agencies to expand the base of suppliers and subcontractors.

CONTENT AND SUPPLIER DIVERSITY

BlackRock changed their visual identity system and committed to hiring more Black and Latinx photographers, and to use photography in materials to normalize and embed diversity in advertising.

SUPPLIER DIVERSITY

Eos ommitted to increasing the percentage of diverse-owned suppliers by 10%.

ELIMINATE HATEFUL CONTENT

Facebook terminated 1,500 pages, groups and profiles promoting conspiracy theories and QAnon groups, The also banned content that “denies or distorts the Holocaust,” reversing earlier policies.

ELIMINATE HARMFUL CONTENT

YouTube announced monetization policies compliant with the 11 GARM definitions of harmful content;. They also agreed to develop and adopt harmonized GARM metrics for first-party quarterly reporting of harmful content, and committed to verification of brand safety operations and first-party reporting of harmful content certified by independent, third-parties.

ELIMINATE HATEFUL CONTENT

Pernod Ricard launched ‘Engage Responsibly’, an open-source movement that empowers consumers, brands and social media platforms to take action to prevent the spread of hate speech online.

SUPPLIER DIVERSITY

Pinterest committed to ensuring that 50% of the managed creators working with Pinterest come from underrepresented groups

SUSTAINABILITY

Dentsu announced new sustainability goals of being a net-zero emissions company in the next ten years.

GENDER DIVERSITY

Curiosity became the first integrated independent agency member to join ANA’s SeeHer initiative.

SUSTAINABILITY

General Motors accelerated the production of an electric ecosystem for everyone – for a world that’s cleaner, safer, and more inclusive. They launched the iconic Hummer EV and the awe-inspiring Cadillac LYRIQ – just the start of a portfolio expansion that will include more than 20 electric vehicles by 2023.

SUPPLIER DIVERSITY

Walmart announced it has given its agencies six months to make sure teams reflect their standards of hiring: 40% of people behind the camera will be women and/or underrepresented in the media. Investing in media that is BIPOC owned or operated, and created an internal DEI review board.

SUSTAINABILITY

Unilever committed to eliminating stereotypes through the Crown Act, which stands for “Create a Respectful and Open World for Natural Hair.” The law, which Dove has supported, will prohibit race-based hair discrimination and has passed in seven states. Also developed groundbreaking partnership between Dove Men+Care and the National Basketball Players Association (NBPA) that aims to change the way Black men are seen and treated. This new Commit to C.A.R.E Now Initiative will amplify and support the social issues that matter, including public safety, safe and fair voting, education, and more, and help perpetuate a more accurate portrayal of Black men in media and culture.

SUSTAINABILITY

Dell Technologies announced Progress Made Real 2030 plan: For every product a customer buys, Dell will reuse or recycle an equivalent product; 100% of packaging will be made from recycled or renewable material; and more than half of product content will be made from recycled or renewable material. Recently partnered with CDP North America, an international non-profit running a global environmental disclosure system, to host a series of virtual hackathons.

WHAT'S YOUR COMMITMENT?

Let us know the actions you are taking to drive economic growth and accelerate societal good.

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