Bill DugganMember since December 2005Contact Bill
Marketing and advertising trade association
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Articles by Bill All articles by Bill
- Why We Bought Droga5: Q&A With Accenture's Whipple in
Marketing Daily on
"The future of brand building is not just about creating great ideas - it's about creating great experiences," says Whipple.
- How To Help Agencies View Sourcing As Partner Rather Than Threat: Q&A With Schwab's Avelar in
Marketing Daily on
"Ask for feedback and listen to how we as a client can evolve and what we need to start or stop doing," says Avelar.
- Driving ROI: Q&A With Sourcing Leader Tracy Avelar in
Marketing Daily on
ANA's Group Executive Vice President Bill Duggan recently interviewed Charles Schwab's Avelar on "all things sourcing/procurement."
- New LUMAscapes To Come: Q&A With LUMA's Terry Kawaja in
Marketing Insider on
The Association of National Advertisers' Bill Duggan, interviewed Kawaja on the challenges and opportunities in today's complex marketing ecosystem.
- The ANA's Solution To Bad Creative Briefs (Of Which There Are Many) in
Marketers often write bad creative briefs for their agencies, the ANA has found after months of probing the issue via an elite task force. The good news: the group also believes it has the solution.
- Programmatic Buying: Efficiency, Effectiveness But Also Lack of Knowledge & Transparency in
Advertisers are clearly climbing the learning curve with programmatic buying. There is the need for increased education among marketers and ANA and other industry players must play roles here. Meanwhile, changing media practices and technologies are raising transparency issues and such concerns need to be addressed by agencies and media sellers.
- The Case For Commercial TV Ratings in
The Association of National Advertisers has been pushing for commercial TV ratings for a decade. During that time, ROI for every ad dollar spent has become an even greater imperative for the marketing community. There's no good excuse for further delay.
- Making Noise: A Conversation With Combe's Tom Cunniff in
If you want to create mass awareness, there's nothing like TV. If you want to start a word-of-mouth campaign, there's nothing like social for activation. Social TV is a chance to have an integrated solution.
Comments by Bill All comments by Bill
- Uber, Nielsen And Others Urge Supreme Court To Nix Citizenship Question
(Digital News Daily on
ANA continues to oppose the addition of a question on American citizenship to the 2020 census. We are concerned that the addition of this question -- "Is this person a citizen of the United States? -- would depress response among both non-citizens and their families (even if family members are indeed citizens). That runs the risk of non-respondent bias by significantly undercounting immigrant, minority, and low income populations. If immigrants and others avoid the national headcount, the census results will be flawed. This raises significant issues in the world of marketing, as flawed results would distort the representation of U.S. population estimates and the research benchmarked to it. Since the census is the foundation for population estimates that support the marketing industry, inaccurate census data would lead to misallocated marketing resouces. It could have a particularly negative impact on media that serve multicultural communities, the companies which research them, and the agencies which advertise to them. The value marketers see in those consumer segmens would be understated and investments reduced. ANA wholeheartedly supports the many companies and organizations who are asking the Supreme Court to leave in place the decision that prohibits the Department of Commerce from including a question about citizenship in the upcoming census.
- Adman Jerry Gibbons Dead At 82
I was sad to hear about the passing of Jerry Gibbons … but happy that I had the opportunity to know him. I met Jerry about 15 years ago, when ANA began to substantially enhance our presence on the West Coast. I was managing ANA committees, which at the time were almost exclusively New York based. When we expanded to the West Coast, I remember getting connected to Jerry. He welcomed our efforts and offered his assistance, most notably providing his perspective on optimizing relations between marketers and their agencies. Our relationship and friendship grew. My daughters joined me on some of those West Coast trips and we spent time with Jerry and his granddaughter, together visiting places like Alcatraz, Chinatown, and the Marine Mammal Center. He made us smile when he told us about the fortune cookie he opened up at 11:30pm one New Year’s Eve declaring, “You will have good luck for the rest of the year.” Condolences to Jerry’s wife, Val, and his entire family. All of us enjoyed the good fortune of knowing Jerry!
- Media Auditor MMI Diversifies, Acquires Sponsorship Science
The ANA/MASB report is titled "Improving Sponsorship Accountability Metrics" and was published in July 2018. It can be found here -- https://www.ana.net/miccontent/show/id/rr-sponsorship-accountability-metrics
- Advertisers' Access To Justice
(Media Insider on
Last month ANA and Reed Smith (our outside counsel) released, "Media Buying 2018 -- Transparency at a Crossroads." As a result of the FBI's request for ANA to inform its members about its investigation into non-transparent media buying practices, the paper provides a historical perspective of the transparency issues in the industry and outlines the options that advertisers have to cooperate (or not) with the FBI. The paper highlights that the FBI is looking for "meaningful cooperation" from advertisers and outlines the steps in conducting a fraud investigation. From that very extensive 19 page paper it is simply unfair and misleading to say in this article, ... the ANA said "ANA members are not obligated to cooperate with the FBI," and "have the option to do nothing." Whaaaaat? I'm sure the ANA legal team mandated that posture, so, no blame, but still, common sense might suggest a different response. Overall, except for this, a good opinion piece Ted, and we appreciate your advocacy.
- 2018 Marketing Word(s) Of The Year: 'Brand Purpose'
(Marketing Daily on
Other top choices (behind Brand Purpose) in the ANA 2018 Markeitng Word of the Year voting were: influencer, transparency (the 2016 ANA Marketing Word of the Year), and in-house.
- Agency-Client Trust Levels Hit A New Low
It's relevant to point out that the 2016 ID Comms survey was conducted in April 2016 -- two months before the ANA commissioned study from K2 Intelligence was released, which found that numerous non-transparent business practices, including cash rebates to media agencies, were pervasive in the U.S. media ad buying ecosystem. So it should not be a surprise that trust levels between clients and media agencies is worse now in 2018 than it was in April 2016 as the industry now has knowledge of the K2 findings.
- Why Programmatic Needs Creativity
(Around the Net in Real-Time on
Great perspective. This is the advertising industry and I have been personally surprised and a bit disturbed that so few of the conversations on programmatic include discussion of creativity.
- Transparency An 'Opt-In' Choice, Say The Agencies
(Online Spin on
To set the record straight, ANA will NOT present the findings of our transparency assessment at the Advertising Financial Management Conference. The agenda for that conference is here -- http://www.ana.net/conference/show/id/AFM-MAY16. While ANA CEO Bob Liodice will mention the project in his opening keynote, the report findings will likely be released in early June.Bill Duggan, Groups EVP, ANA
- 7 Headlines We're Likely To See In 2016
(Online Spin on
Dave is always so incredibly insightful. Thanks for the watchouts here! We're honored to have Dave be a keynote speaker at the ANA 2016 Advertising Financial Managment Conference, May 1-4 in Florida.
- Good Marketing Needs Good Procurement Support
Good perspective, Tom! ANA members (via a recent survey) do NOT think that eliminating marketing procurement will become an industry trend, citing the following reasons:- There's value in procurement acting as a neutral third party.- Marketing/brand teams do not have the skill sets of marketing procurement. Procurement has expertise in areas including negotation, contracting, supplier management, and risk management.- If marketing was required to do the work of procurement, it would be time-consuming and distracting. Procurement allows marketers to focus on marketing. If marketing teams are responsible for procurement, they risk becoming less effective. - Procurement provides a centralized function for coordination of supplier management and the resulting efficiencies.- Procurement can work with agencies and other key suppliers and play "tough" if need be. Meanwhile, that's harder for marketers to do given their ongoing day-to-day relationships, especially with agencies.