Marketing Organization

Multicultural Marketing Efforts

ANA members share organizational details of their multicultural marketing departments and programming, addressing such issues as organizational structures, budgeting, job titles, cross-organizational relationships, and more.

Lean Marketing

Lean Marketing applies Lean Thinking lessons learned to marketing processes, providing marketers with a unique and powerful tool to increase MarCom efficiency.

The Reinvention of Marketing

ANA President Bob Liodice reviews the four pillars of marketing.

The DNA of Marketing: ANA/Booz Allen Hamilton Study

In early 2004, the Association of National Advertisers (ANA) and Booz Allen Hamilton launched a three-phase study to determine the relevance of marketing, marketing departments, and chief marketing officers in today's business climate. The survey findings were supplemented and supported by in-depth interviews across multiple companies and industries. The industries represented are auto, consumer packaged goods, financial services, health, manufacturing, professional services, retail, technology, and telecommunications.

Marketing Knowledge Centers

This summary provides insights to the challenges of knowledge management centers.

A Six Sigma Approach to Marketing Accountability

These materials review Six Sigma's state-of-the-science tools that yield the kind of high-return marketing programs that change brand trajectories, career paths, entire companies and even industries.

The Process of Improvement

This presentation outlines the systematic method Johnson & Johnson uses to measure, analyze and improve their business processes.

Continuous Improvement: Lean Six Sigma

A review of how Young & Rubicam Brands develop a Scope of Work (SOW) with a client for a fiscal year and how they manage it during the year in accordance with Six Sigma.

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.

Targeting the C-Suite

This presentation reviews the conclutions of the Wall Street Journal's "Boardroom Connections" study on the technology habits of U.S. senior executives.

AdAge's Advertising Organization Family Trees

This chart is published annually by Advertising Age and provides a "who owns who" for holding companies and the agencies within their families.

Agency Relations Departments

ANA members provide insight on how to establish an agency relations department within a marketing department.

Event Marketing Organizational Structures

This survey of ANA Sponsorship and Event Marketing Committee members seeks to understand how member companies organize their sponsorship and event marketing functions and decision-making processes.