Brand Management

Put your best foot forward. On every step.

It can take years to build a reputation, but only seconds to destroy one.
Culture. Training. And strong people. That’s what you need.

Edelman Trust Barometer 2021

Edelman surveys consumers around the world to learn the level of trust they have for business, government, media, and NGOs.

New Product Pacesetters

IRI reveals the top CPG new product launches of 2020 and provides insights into the factors that led to their success.

2021 Halo Awards |

Engage for Good announces the winners of the Halo Awards, North America’s highest honor for corporate social initiatives and cause marketing.

Taking Stock with Teens |

Piper Sandler releases its semi-annual report featuring teen shopping behaviors, spending patterns, and favorite brands in a variety of industries.

BrandSpark Most Trusted Awards

See how Canadian and American consumers rank the most trusted brands in a variety of categories in BrandSpark’s annual ranking.

Global 500 2021 |

Brand Finance determines the 500 most valuable and strongest brands in the world. Rankings by industry and country are available.

The State of Gen Z

The Center for Generational Kinetics provides insights into the mindset, priorities, behaviors, and employment of Gen Z in this report series. 

Best and Most Valuable Brand Rankings

Check out these best and most valuable brand rankings from various sources.

COVID-19: Impact on CPG and Retail

IRi provides an overview on what’s happening across key markets and implications and guidance for CPG manufacturers and retailers to support consumers during the crisis.

Build Your Brand with Local Influencer Marketing

Vladimir Jones shares the what, who, how, and why of influencer marketing to help build local brands.  

Diversity: Brands Miss Big Picture When Choosing Images

Read original MediaPost article here:     While companies have spent the last few months scrambling to add diversity to their marketing efforts, new research from Getty Images shows that when it comes to visuals, consumers have very different ideas about inclusivity than your typical art director. Nearly 80% of the people Getty polled around […]

“Back on the Bull” Campaign to Help Durham, NC Stay Open Amid the COVID-19 Pandemic

The Durham Recovery and Renewal Task Force (RRTF) today announced a new campaign designed to help slow the spread of COVID-19 using public health and behavioral science best practices. Created by The Center for Advanced Hindsight at Duke University (CAH) and McKinney, a Durham-based national creative and media agency, “Back on the Bull” offers a […]

Consumers Follow Brand Promises and Focus on Brand Values

4A’s Research surveyed 1,024 consumers using Suzy, a real-time market research platform, to learn consumer perception on the Facebook advertising pause, as well as the importance of brand values in the path to purchase.

CX Effect: CX + Brand — The Time is Now

July 15, 2020 In this inaugural episode, we’ll dive into key takeaways from Forrester’s recent “CX North America: The Time is Now” event — and how those learnings can be applied to brand building in the experience era. In addition we will present a conversation with marketing leaders on the importance of CX for their […]

“Activating New Pricing Strategies Starting Tomorrow” |

On Tuesday, July 14th from 3 pm – 4:30 pm the 4A’s hosted a virtual finance committee meeting with Guest Speaker Tim Williams from Ignition Consulting Group.  Previously, Tim was a speaker at the 2019 MPF events where he presented progressive pricing approaches for agencies. The 4A’s is happy to bring to you part 2 of that […]

We’re Watching You | Consumers Demand Actions from Brands

4A’s Research surveyed 500 White and 500 Black consumers to learn the actions consumers want to see from brands in support of the Black Lives Matter Movement.

Becoming a Brave Brand

Vladimir Jones provides guidance on how brands can meaningfully take a stand and evolve in today’s world. 

The Most Innovative Companies 2020

BCG lists the top 50 most innovative companies in the world and provides best practices companies can follow to establish innovative cultures. 

Don’t Avoid News, Semantics Can Help: Publicis’ Cohen

Read the full article and watch the video here   At the start of the COVID-19 pandemic, many brands started running away from advertising in news publications, or using brand safety tools’ keyword blocking features to dodge coronavirus-related inventory. But one of the world’s largest ad agency groups is now the latest to say they […]

GroupM, Publicis Media Exchange & WFA on Brand Safety & Suitability

GroupM’s Joe Barone, Managing Partner Brand Safety Americas, World Federation of Advertisers’ Rob Rakowitz, Initiative Lead, Global Alliance for Responsible Media, and Publicis Media Exchange’s Yale Cohen, Executive Vice President, Global Activation Standards join IAB Tech Lab’s Amit Shetty, Senior Director, Product to discuss brand safety and suitability.   View the full video here

Consumer Attitudes Toward Advertising During COVID-19

4A’s Research partnered with Instapanel to survey consumers across the U.S. to learn their thoughts on advertising during the coronavirus pandemic.

COVID-19 Media Insights from Camelot

We’ve all been inundated with a seemingly endless array of information about the coronavirus, which has had a profound impact on all aspects of our lives – including media consumption.  The team at Camelot Strategic Marketing & Media has pulled together many of the more relevant articles and analyses from our media and research partners […]

Consumer Awareness of Brands Doing Good During COVID-19

In our newest survey, 4A’s Research learns what brand relief efforts and actions are making an impact on consumers.

Peter Field’s Seven Lessons for Advertising During a Recession |

Peter Field looks back at the lessons learned during the 2008 recession and adapts them to help ad agencies and brands emerge from the current coronavirus pandemic much stronger.