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Transparency is the Marketing Word of the Year
Manuela Walfenzao| 12 de diciembre de 2016
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“Transparency” received most of the votes of ANA’s (Association of National Advertisers) members for the Marketing Word of the Year, after a survey made online during the week of November 28th. A total of 267 members made the selection from a list of finalists prepared by the ANA staff. “It’s no surprise that our members chose transparency as the Marketing Word of the Year” said ANA’s CEO, Bob Liodice. The selection reflected the June release of a transparency study conducted by the ANA in conjunction with K2 Intelligence, which reported widespread allegations of various non-transparent business activities by ad agencies and media agencies throughout the U.S. media ecosystem. Liodice explained that ANA’s transparency study sparked fundamental behavioral changes among marketers and in the industry, here and around the world. Some members of the association that voted for “transparency” agreed with him saying that the K2 findings served as a milestone encouraging change in how clients and agencies partner on media deals, and that the K2 study shed light on the broken agency/client model, coming to a common ground that works for marketers is crucial to the future of this relationship. Other top choices in the 2016 Marketing Word of the Year voting were customer experience, content marketing, influencer, and programmatic. It was the third consecutive year the ANA announced a Marketing Word of the Year. Previous winners were content marketing (2015) and programmatic (2014).
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