Leadership, Innovation, & Excellence
Singular Focus
Jill Beraud places consumers at the center of PepsiCo’s marketing innovations. Get Beraud's top best practices and find out how the brand uses cause marketing and social media.
B-to-B Marketing Leadership Study
Matthew Egol, vice president, consumer, media and digital practice at Booz & Company (N.A.) Inc., and Bill Stabile, senior director, brand and marketing communications at Siemens Corporation and chair of the ANA Business-to-Business Marketing Committee, debuted findings from a new B-to-B Marketing Leadership Study whose objective was to determine what sets B-to-B marketing leaders apart across industry sectors.
Presentation: SEI: The Journey to Sustainable Growth through a Brand Transformation
Mark Samuels, CMO, SVP, corporate marketing and communications, SEI, discussed how SEI has continually evolved its business and culture over the last 20 years in order to stay relevant.
SEI: The Journey to Sustainable Growth through a Brand Transformation
Mark Samuels, CMO, SVP, corporate marketing and communications, SEI, discussed how SEI has continually evolved its business and culture over the last 20 years in order to stay relevant.
The Seven Critical Elements of Marketing Innovation
Barbara Goodstein, executive vice president, chief innovation officer, chief marketing officer, chief digital officer, AXA Equitable Life Insurance Company, shared seven tips for marketing innovation, based on the success of AXA's MyRetirementShop.com.
What Does It Mean To Be A High-Performing Marketing Leader?
Spencer Stuart's Tom Seclow and Justin Menkes discussed the concept of Executive Intelligence and the skills marketers need to lead in their organizations.
For CMOs to Be Visionary Leaders, They Must Have a P&L Mind-set
Scott Davis, senior partner, Prophet, discusses the mind-set senior marketers must embrace if they expect to advance from being order takers or sales supporters to enterprise-wide, visionary leaders.
Research Report: The State of Marketing
ANA and Prophet partnered on a survey to understand the behaviors and attitudes that characterize marketers who have shifted from a tactical to a visionary role. The survey identified several key shifts in the marketing industry. Read this research report for our findings.
Earning a Place at the Table: How Do Marketing Executives Get a Spot in the C-Suite?
A panel of financial executives from Ernst & Young, OfficeMax, Diageo North America, Citi, and Johnson & Johnson discussed how marketing can learn to work more effectively with finance.
How Top Brands Build Shareholder Value
Representatives from P&G and Millward Brown discussed the results of a recent survey conducted by P&G and Millward Brown that analyzed the top 25 best brands in the world and their defining characteristics.
Hershey/Arnold Case Study
Representatives from Hershey and Arnold had a candid discussion on the client/agency relationship, sharing insights into how their relationship has changed to adapt to business needs, as well as the processes put in place to ensure a mutually beneficial working environment.
Developing a Marketing Library
In this seminar, Gillette's creation of an online knowledge management center was discussed. Policies and procedures, lessons learned, and suggestions on possible approaches to building a knowledge management portal for the marketing function were covered.
One on One: Golden Opportunity
This article reveals the thoughts of McDonald's CMO Neil Golden on leading the company's broad marketing organization into the future.
From The Top: Can We Manage the Marketing Organization?
This article outlines some of the implications supporting the idea that the marketing function compares unfavorably with other functions inside corporations.
The Marketing Organization: Recent Trends and Future Directions
This white paper presents the results of an ANA/Guideline survey designed to answer key questions related to marketing organization including, how has the organizational structure of the marketing function been changing in the past several years? is the marketing function becoming more centralized or more decentralized? and is it becoming more or less integrated?
From the Top: The Long and Winding Road
In this article, ANA President and CEO Bob Liodice discusses the long and winding road that Chief Marketing Officers(CMOs) must navigate in order to help an businesses achieve successful marketing.
The CMO Survival Guide
Jim Garrity, Chief Marketing Officer at Wachovia, provides four survival tips for CMOs.
Six Marketing Organization Models
The Association of National Advertisers and Booz Allen Hamilton have identified six distinct marketing organization models defined by scope of responsibility, decision rights, capabilities, organizational linkages, and performance metrics.
Process Excellence: Advertiser and Agency Perspective
This presentation explores Process Excellence as a systematic method to measure, analyze and improve business processes, to identify critical areas that can cause breakthrough results in performance metrics, organizational speed and the cost of doing business. Lean Thinking, Six Sigma, and Design Excellence are reviewed.
