Event Recaps
-
Industry-Specific IPP Activation
Event Recaps January 20, 2026Attendees at a December 9, 2025 meeting of the ANA’s B2B Channel Marketing Committee learned about ServiceNow’s success in developing an industry partner program from Deven Ravel, the company’s global partner GTM leader, financial services.
view -
Learnings from a Journey in Developing an In-House Studio: Dexcom’s Story
Event Recaps January 20, 2026During a December 9, 2025 meeting of the ANA In-House Agency Committee, attendees learned about the years-long process whereby Dexcom’s in-house studio developed its capabilities and heard tips for teams pursuing similar development from Bridget Bartholomew, creative director at Dexcom.
view -
MassMutual’s Use of Journey Analytics in the B2B2C Space
Event Recaps January 20, 2026Attendees at an ANA members-only one-day conference learned about the use of journey analytics by a legacy financial services organization from Lin Yuan, head of journey analytics and data foundation at MassMutual, and Ling Cui, head of marketing analytics, research, and technology at MassMutual.
view -
How Mastercard and Ad Net Zero Standardize Sustainability
Event Recaps January 16, 2026Ad Net Zero and Mastercard outlined how the Global Media Sustainability Framework is becoming a practical industry standard for measuring and reducing carbon emissions across media channels. The session detailed how collaboration, consistent methodology, and shared best practices are enabling advertisers to cut waste, improve performance, and embed sustainability into everyday marketing workflows.
view -
Revolt Reveals the Hidden Cost of Sustainability Silence
Event Recaps January 16, 2026Olly Lawder, senior strategy director at Revolt, a global strategic consultancy, shared new research revealing how sustainability silence affects financial performance, reputation, and authenticity — and outlined a strategic framework to help brands regain their voice.
view -
Why Data Governance Matters for Your AI Strategy
Event Recaps January 16, 2026AI doesn’t create new risk; rather, it scales existing ones. Andy Caron of Revenue Pulse shared a blueprint for building guardrails before growth, emphasizing purpose-driven data collection, cross-functional accountability, and ethics by design.
view -
How Hellmann’s Proved Influencer Campaigns Aren’t Just for B2C Brands
Event Recaps January 15, 2026Unilever’s Nikhil Pandey joined an ANA 1-day conference on B2B influencer marketing to review Hellmann’s first-ever influencer marketing campaign, created in collaboration with celebrity chef Matty Matheson and designed to help the mayonnaise brand recapture some lost market share among restaurant operators.
view -
How to Differentiate and Stand Out as a Brand
Event Recaps January 15, 2026Kjetil Njoten, global head of creative at IMAX, discussed how brands can find compelling ways to differentiate and stand out in a sea of sameness.
view -
Research from Columbia University Reveals Issues with Digital Twins and AI Bias
Event Recaps January 15, 2026Columbia University’s Olivier Toubia outlined his work testing digital twins as a potential counterbalance for AI bias, outlining the accuracy gaps and distortions he found, and some potential ways marketers can address these issues.
view -
Building Authentic LGBTQ+ Representation Through Brand-Building
Event Recaps January 9, 2026Eyebuydirect believes individuality is a superpower — and authentic representation begins with visibility. The company discussed how the digital-first eyewear brand has turned purpose into practice through ongoing support for the LGBTQ+ community.
view -
How to Future-Proof Your ABM Strategy
Event Recaps January 9, 2026During a December 2025 ANA Account-Based Marketing Committee meeting, Transmission and Qualcomm discussed ABM strategies to prepare for the future.
view -
The Future Quo Explains How to Lead from the Future, Not the Status Quo
Event Recaps January 9, 2026The Future Quo urged marketers to move beyond reactionary strategies by adopting foresight practices like signal scanning and sense-making. The advisory group outlined frameworks for anticipating change and creating human-centered strategies that drive trust and resonance.
view -
AchieveUnite: How B2B Marketers Can Build Trust and Drive Business Results
Event Recaps January 8, 2026With trust being one of the most powerful business drivers for brands of all types, AchieveUnite CEO Theresa Caragol shared how B2B marketers can approach influencing consumers and building trust through generation-specific communication strategies and ecosystem-focused approaches for long-term, sustainable success.
view -
All-In Marketing: Orchestrating Account-Centric Growth Strategies
Event Recaps January 8, 2026Account-based marketing (ABM) principles can drive company-wide growth by aligning strategy, technology, and customer experience around accounts.
view -
Consumr.ai Discusses Digital AI Twins Case Studies
Event Recaps January 8, 2026During a session at a December 2025 ANA Data Enablement Lab, Consumr.ai and Prophet discussed uses for digital AI twins.
view -
Best Practices in Martech Procurement
Event Recaps January 7, 2026With the explosive growth of AI comes a rising demand for marketing technology to meet the moment. Procurement must be smarter about the technology their marketers are currently using. Aaron Riippa has been leading the martech procurement charge at General Mills, managing over $1 billion in annual spend across software, AI solutions, and media/creative services.
view -
How Procurement Can Take Control of the Agency Roster Subhead: Charles Schwab Breaks Down the Process
Event Recaps January 7, 2026From implementing an agency lifecycle process at Molson Coors to benchmarking agency fees, Gerhold, senior sourcing manager at Charles Schwab, has maintained a transparent approach to his agency roster management which has benefitted him throughout his procurement career. Gerhold offered his best practices in agency roster management and the lessons he's learned.
view -
PartnerOpmitmizer Shares the Benefits of an Ideal Partner Profile (IPP)
Event Recaps January 7, 2026During a session at a December 2025 ANA B2B Channel Marketing Committee meeting, PartnerOptimizer shared the benefits of having an Ideal Partner Profile (IPP).
view -
Qualtrics Talks Aligning Brand Promises with Customer Experiences
Event Recaps January 7, 2026Leading organizations can build trust by aligning brand promises with customer experiences, turning one-time buyers into loyal advocates.
view -
Bridging Global and Local Efforts for Enhanced Execution and Business Impact
Event Recaps January 6, 2026Madlen Massarlian, associate director of decision sciences at Kenvue, explored the evolution of their optimization processes, emphasizing the importance of aligning global strategies and processes with local execution to maximize business impact.
view