Written by Brian Goodall of R3:JLB, this ANA Insight Brief looks at the steps marketers need to take before entering into an agency search. The first of three Insight Briefs on the search process, Goodall explores the risks and benefits of beginning the hunt for a new agency in this Insight Brief.
This compilation of resources on marketing research contains information on improving qualitative research efforts, web analytics, and social media research tools, as well as ANA member case studies.
This compilation of resources on scope of work includes best practices, ANA member case studies, and information on managing agency relationships.
This compilation of production decoupling resources includes case studies from ANA member companies Mattel and Hewlett-Packard, information on the growth of production decoupling in the U.K., and the benefits and challenges of working with a production agency.
Topics covered in this ANA Insight Brief include self-regulation and online privacy issues, green marketing and the government, online behavioral targeting, and the emergence of cloud computing.
Industry experts from Ipsos Mendelsohn, a market research firm, discuss how marketers can successfully use syndicated research to reach their target markets in this ANA Insight Brief. A case study featuring an appliance manufacturer is also shared.
ANA member, Bob Siegal, Director, Management Advisory Services, Prager and Fenton LLP, shares a new approach to agency auditing that encourages increased collaboration and integration in this ANA Insight Brief. Case studies featuring a national retailer and a videogame publisher are also shared.
In this ANA Insight Brief, industry expert William T. Begina, CEO, Triad Consulting Corporation, discusses the ins and outs of commercial TV production management, including best practices for commercial TV production, a look at what’s next for the industry, and a case study featuring a consumer goods company.
James R. Gregory, CEO and founder, CoreBrand, shares his thoughts on brand valuation and accountability in this ANA Insight Brief. An AFLAC case study is also shared.
Stacey Symonds, director, consumer insights, Orbitz Worldwide, explores the history and future of market research in the U.S. in this Insight Brief. A firsthand ANA member case study from Lands' End is also shared.
Industry expert, Steve Fajen, president, Steve Fajen Consulting Inc., shares an eight-step process for maximizing media agency value in this ANA Insight Brief.
Don Sexton, Professor of Marketing, Columbia University, explains the concept of Customer Value Added® and how it can help marketers determine ROI in this ANA Insight Brief based on his acclaimed book, Value Above Cost.
Industry expert, Scott Davis, senior partner, Prophet, breaks down his acclaimed book, The Shift, in this ANA Insight Brief, sharing the five steps that marketers can take in order to lift their marketing capabilities to the next level.
Industry expert J. Francisco Escobar, president and founder of JFE International Consultants, Inc., takes a look at how marketers and marketing procurement can work more effectively with their agency partners during an economic downturn. Quotes from ANA members and 3rd-party consultants, best practices, and statistics are shared throughout this ANA Insight Brief.