Industry Insights | Marketing Knowledge Center

Deciding When to Conduct an Agency Search

Leading Edge October 16, 2020

You’re thinking you need a new agency. Have you thoroughly assessed what’s gone wrong in the incumbent relationship? Weighed the cost-benefit of conducting an agency search? Identified the right agency resources in an evolving agency landscape? This playbook answers these questions and many more.

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Organizing for an Agency Search

Leading Edge October 16, 2020

You’ve decided you want a new agency. Who should be on your search team? What should the timetable be? What should your initial agency screening criteria be? This playbook answers these questions and many more.

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Selecting a New Agency

Leading Edge October 16, 2020

You’ve decided you want to search for a new agency. But how, exactly, do you go about the process of identifying a group of agency candidates and then selecting a winner in a way that’s both efficient, cost-effective, fruitful — and painless? This playbook will show you the way.

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Conducting an Agency Search During a Crisis

Leading Edge October 15, 2020

You’ve decided your plans to conduct a search for a new agency need to move forward despite a national emergency such as a pandemic. How do you hold credentials and pitch meetings remotely? How do you evaluate the chemistry with agency search participants? This playbook answers these questions and many more.

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Amid the Uncertainty, There’s Room for Levity in Ads

Leading Edge October 13, 2020

When the coronavirus began to spread in late March, most brand advertising took on a somber tone. At the time, the messages seemed to resonate with consumers. But as the crisis unfolded, people’s appetite for ads that emphasized the impact of the virus started to wane.

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How Diversity and Inclusion Campaigns Drive Brand Outcomes

Leading Edge September 15, 2020

In today’s business environment and economic climate, it is important for marketers to develop strategies and create advertising campaigns that drive greater business outcomes. Brands specifically embracing diversity and inclusion are seeing increased business results across each stage of the purchase funnel, and VAB has developed the case studies to prove it.

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AI Can Make the World Better—Here’s How

Leading Edge July 2, 2020

Many times when people hear the word “AI,” they think of a Terminator-esque dystopia where people are becoming disconnected from themselves, where technology is replacing human connection and personability.

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ANA In-House Agency Fact Book — Q2 2020

Leading Edge June 15, 2020

The ANA In-House Agency Fact Book highlights the structure, capabilities, and operations of in-house agencies at ANA corporate member companies.

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Media Transformation and the Television Upfront

Leading Edge May 29, 2020

The ANA Media Advisory Board has issued two reports — one for the C-suite and the other for Media Practitioners — to address media transformation and reform in the television upfront marketplace.

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4 Companies That Are Inclusive to People with Disabilities

Leading Edge March 18, 2020

To move into the future, marketers need to make the present moment one that not only speaks to the “now and next” but is a better environment for all. If everyone is included and able to be part of the larger conversation as an equal participant, then everyone can enjoy and work to the same opportunities.

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What You Need to Know About Generation Alpha

Leading Edge March 11, 2020

Members of generation Alpha (people born in 2010 until the mid-2020s as ending birth years) are used to getting information fast and easily — which can be challenging for companies to keep up. Most of this is done through AI-powered technology, such as Alexa or other voice marketing technologies.

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9 Companies Fighting for Sustainability and Climate Change

Leading Edge March 9, 2020

Social responsibility is important in 2020. In a world where climate change should make sustainability top of mind, organizations need to make their products ethical and environmentally friendly.

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ANA MarTech Glossary

Leading Edge February 18, 2020

The ANA Data and Technology Practice has curated a collection of marketing data and technology terminology citing publicly published definitions from industry leading data, MarTech, and AdTech companies and trade organizations.

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5 Brands Successfully Marketing to Gen Z

Leading Edge February 13, 2020

The marketing industry is always trying to be at least one step ahead. Part of thinking ahead to the “new and next” is understanding the younger generations — and what they want, how they feel, and where they look for products, inspiration, and information.

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5 Marketing Leaders Talk About How to Be Inclusive

Leading Edge February 5, 2020

Five marketing leaders and experts weighed in on how to be a supportive and inclusive leader — and how to foster a diverse community.

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2 Women in Marketing Share Their Tips on How to Create Diversity

Leading Edge January 31, 2020

A world that is inclusive, values varying perspectives, and prioritizes the growth of all is a world all marketers should foster.

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See People, Not Patterns: The 2019 Consumer Pulse Survey

Leading Edge January 28, 2020

Culled together by surveying 8,000 consumers in North America and Europe, the Accenture Interactive 2019 Consumer Pulse Survey provides a detailed look at how consumers feel about digital advertising. This presentation covers the key takeaways from that research.

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3 Companies with Strong Brand Purposes That’ll Inspire You

Leading Edge January 24, 2020

Setting brand resolutions and strategizing how to live your brand’s purpose is important at any point in the year, whether it’s the beginning, middle, or end.

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