Event Recaps
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How to Get Your Agency to Run Through Brick Walls — Without Paying More
Event Recaps April 28, 2025During a session at the 2025 ANA Advertising Financial Management Conference, seasoned procurement executive Jim Akers and Joanne Davis Consulting shared ways to build relationships between procurement teams and agency partners.
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The Innoficiency Problem
Event Recaps April 28, 2025Blair Enns maintains that innovation and efficiency are mutually opposable objectives and that you cannot realize gains in one without suffering losses in the other. The tension created by this poorly understood tradeoff can be seen within client-side organizations, agencies, and their relationships.
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The Most Pressing Issues on the Minds of Agencies
Event Recaps April 28, 2025Abbey Klaassen is global brand president and U.S. CEO of Dentsu Creative and current chair of the 4A’s Board of Directors. From this unique perspective, she discussed the most pressing issues on the minds of agencies (as well as their clients) including Gen AI, how agencies are using technology, and more.
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What Sets a Top Performing Agency Apart
Event Recaps April 28, 2025During a session at the 2025 ANA Advertising Financial Management Conference, former Verizon and agency executive Denis Budniewski discussed the attributes of a top-performing agency partner.
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Advertising M&A: What Recent Deals Mean for Your Future
Event Recaps April 27, 2025During a session at the ANA’s 2025 Advertising Financial Management Conference, Evalla Advisors’ Lori Murphree discussed the landscape of mergers and acquisitions in the marketing services industry and the impact such deals can have on the firms they involve.
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Conducting the Pitch: 11 Tips for Brands
Event Recaps April 27, 2025During a session at the ANA’s 2025 Advertising Financial Management Conference, brand, agency, and consultancy representatives shared advice for how brands can improve their approaches to conducting pitches with agencies.
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Getting to Step One: Practical Tactics for Strengthening Creative and Procurement Collaboration
Event Recaps April 27, 2025This panel discussion offered insights into creative services planning, usage, and contracting, and how to align procurement strategies with marketing, creative, and vendor team objectives.
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Trends In Agency Compensation, 19th Edition
Event Recaps April 27, 2025For more than 50 years, the ANA has fielded a unique and comprehensive agency compensation survey among client-side marketer members. Co-authors of the report, Tom Browning from JLB + Partners and Greg Wright from the ANA, reviewed the major findings.
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The Quest for Data Excellence in the Tech Industry
Event Recaps April 24, 2025In this session, Michele Eggers, co-chair of the B2B Data Excellence Committee and vice president at SAS, shared insights and key learnings from SAS’s journey toward data excellence and outlined four critical areas of focus at SAS.
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Influencer Marketing Trends and Predictions
Event Recaps April 23, 2025In this session, Ad Age's Gillian Follett discussed trends and predictions around influencer marketing.
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Meeting Consumers Where They Are: How Healthcare Brands Are Tapping the Power of Creators
Event Recaps April 23, 2025During a session at an April 2025 Influencer Marketing Committee Meeting, Baptist Health and Open Influence shared how hyper-local creators, experiential storytelling, and paid media strategies have helped Baptist Health connect with audiences in meaningful ways and drive awareness around critical health topics.
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Recipe for Success: Inside Sargento’s In-House Influencer Program
Event Recaps April 23, 2025During a session at a 2025 ANA Influencer Committee Meeting, Sargento revealed how it selects and nurtures influencer relationships, provides clear creative direction, and aligns campaigns with brand values to create impact-driving content.
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Transforming Creative Teams into Strategic Powerhouses
Event Recaps April 22, 2025During a session at an April 2025 In-House Agency Committee Meeting, Lauren Hood, director of account leadership, account planning, and UX strategy and research at Charles Schwab, offered actionable insights for in-house teams looking to elevate their impact and drive more strategic outcomes.
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Improving CX Through Marketing and Sales
Event Recaps April 17, 2025BD (Becton Dickinson), a medical device and technology powerhouse, discussed how it is making enormous initial strides in its BDX journey, focusing on foundational frameworks and strategies to align brand and demand.
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Juniper Networks: From BDX to OKR
Event Recaps April 17, 2025Learn from networking leader Juniper Networks’ evolving BDX approach, including spinning up cross-functional “tiger teams” and mapping customer journeys, along with translating into delivery of board level marketing OKRs and enterprise market share growth.
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Lab-Grown Marketing: The Future of B2B?
Event Recaps April 17, 2025During a session at an April 2025 ANA 1-Day Conference, Evidenza discussed the future of “synthetic marketing,” or AI-powered marketing, for B2B brands.
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SAS Shared Its Success with Measurement
Event Recaps April 17, 2025SAS, a brand-to-demand organization, discussed how it is leading the way with measurable success and refined models including a measurement framework that is validating and justifying brand investments and connecting it to downstream impact.
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The Role of Brand, Re-Defined
Event Recaps April 17, 2025This session explored the necessary evolution of brand marketing and how it’s activated in the brave new world of Brand-to-Demand Experience.
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The State of Brand-to-Demand Maturity in B2B
Event Recaps April 17, 2025The 2025 Brand-to-Demand Maturity study reveals critical insights into B2B marketing integration, showing a significant gap between current and ideal balance of brand and demand marketing activities, with strategic recommendations for achieving greater marketing effectiveness.
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Baking a New Batch: Crafting Creative Excellence with Generative AI at Mondelez
Event Recaps April 16, 2025Mondelez International is pioneering a transformative approach to creative content development through its proprietary AI system, artificial intelligence, data and analytics (ADA), enabling the company to produce higher volumes of more effective brand content while allowing marketers to focus on strategic creative excellence.
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