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MillerCoors: Integrated Cross-Functional Agency Management

MillerCoors takes an integrated approach to cross-functional agency management.

How Does America’s No. 1-Selling Greek Yogurt Brand Maintain Its Leading Position?

Chobani has embraced innovation and marketing to maintain its leadership position.

How Does America’s No. 1-Selling Greek Yogurt Brand Maintain Its Leading Position?

In this video, Peter McGuinness, chief marketing and brand officer at Chobani, discusses how the company has embraced innovation and marketing to maintain its leadership position.

JetBlue: Life as a Challenger Brand

JetBlue takes a values-based, challenger approach to brand communication.

JetBlue: Life as a Challenger Brand

In this video, JetBlue takes a values-based, challenger approach to brand communication.

Marketers Panel: Top Media Issues

Members of the ANA Media Leadership Committee discussed the challenges, benefits, and future of programmatic media buying.

Effective Content Marketing: What Marketers Need to Know

An overview of effective content marketing strategies, as well as details on Kraft’s approach to data-centric CRM.

Guidelines on Client-Agency Relations and Best Practice in the Pitch Process

Guidelines for the agency and the client on how to organize, conduct, and conclude a pitch process leading to a new client-agency relationship.

Programmatic Buying

Programmatic media buying has caught the attention of major advertisers. This Insight Brief defines key terms in programmatic buying, explains how programmatic buying works through an agency trading desk, and offers best practices for managing agency fees. Marketers can also learn about considerations for taking programmatic buying in-house and read case studies from Kimberly-Clark and Ford.

Effective Content Marketing: What Marketers Need to Know

This webinar provided an overview of effective content marketing strategies, as well as details on Kraft’s approach to data-centric CRM.

Decoupling Music

Decoupling can give brands the power to buy music on their terms and at their price.

GEICO: A Marketing POV that Changed an Industry

Six lessons learned about integrated marketing from GEICO’s journey to the No. 2 spot in a competitive category.

Agency Relations

This Insight Brief covers several models for agency relations, the agency selection process, compensation, and best practices for writing strong briefs.

Agency Creative: Leaning in to Change

The in-house agency at Discovery has embraced change, enabling it to deliver relevance and results.

Marriott International: Successful In-House/Outside Agency Collaboration

The in-house agency for Marriott Hotels shared best practices for collaborating with a client and its outside agency of record.

Programmatic Buying: Implications for Brands and Agencies

Representatives from 4A’s led a roundtable discussion on the implications of programmatic buying for brands and agencies.

Procurement: Opportunity Knocks

This Insight Brief discusses the best practices, challenges and trends related to the relationship between marketing and procurement.

Agency Partners: How Many Is Too Many?

As the world of marketing becomes more complex, brands are relying on an increasing number of partners to help them connect with consumers.

Collaborative Negotiation Practices for Win-Win Results

A negotiation strategy focused on mutual trust and active listening can strengthen a deal for both parties.

4A’s Perspective on Conflicts

Ogilvy & Mather examined the changes occurring in brand/agency relationships regarding conflicts, and shared advice and best practices on how to adapt.

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