ANA Survey Reveals ‘Accountability’ is the Top Concern for Senior Marketers

NEW YORK – March 5, 2013 – The most important issue that senior marketers face in 2013 is accountability, according to a new survey by the ANA (Association of National Advertisers). Integrated marketing communication and aligning the marketing organization with innovation ranked second and third.

Bob Liodice, ANA, president and CEO said earlier this year that accountability is at the heart of the industry’s agenda and ANA’s. ANA brings continued emphasis and attention to industry accountability and measurement through 3MS (Making Measurement Make Sense), brand specific commercial ratings, Ad-ID and the ascension of the Media Ratings Council as the centralized, standard setting measurement body. Additionally, ANA will be adding important training and development courses to its School of Marketing portfolio later this year.

The following is ANA’s ranking of marketers’ top ten issues:

  1. Accountability
  2. Integrated marketing communication
  3. Aligning the marketing organization with innovation
  4. Building strong brands
  5. Media proliferation
  6. Globalization of marketing efforts
  7. How to get great advertising creative that achieves business success
  8. Attracting and retaining top talent
  9. Consumer control over what and how they view advertising
  10. Growth of multicultural segments

The top four issues of concern to marketers have remained constant since 2006, although their precise ranking has shifted over the years.

The survey was taken by 155 marketing executives online in December 2012 and January 2013. Survey respondents have an average of 18 years of experience in the marketing / advertising industry. The last time ANA conducted this survey was 2010.


About the ANA

Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes more than 500 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers. For more information, visit, follow us on Twitter, join us on Facebook, or visit our YouTube channel.

Press Contacts:
Luna Newton
CooperKatz & Co. for the ANA

Marcus Hardy
CooperKatz & Co. for the ANA