Knowledge Partners
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Long Live the World Cup Mascots
Knowledge Partners July 8, 2026The FIFA cycle of introducing and retiring World Cup mascots may be undermining one of marketing's most powerful tools: sustained character familiarity. Brands that treat mascots as long-term narrative assets — not single-tournament props — could build the emotional depth that drives lasting recognition.
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Kid-Powered, Parent-Approved: How Gen Alpha Is Rewriting the Path to Purchase
Knowledge Partners June 11, 2026Collage Group’s 2026 Gen Alpha study explores how the traditional purchase funnel has evolved into a dynamic, non-linear system shaped by kids, parents, and culture. Drawing on survey data of households with children ages 6–13, the research highlights how Gen Alpha drives discovery, co-creation, and influence, while parents act as filters of trust and value.
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From Dull to Distinctive: What Every Marketer Can Learn from the Categories That Get Emotion Right
Knowledge Partners June 2, 2026More than 50 percent of ads generate zero emotional response, and System1's new research reveals which categories get feeling right — and why. The findings could reshape how B2B and B2C marketers approach creative strategy.
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What Agentic Advertising Means for Marketers
Knowledge Partners June 2, 2026Lori Goode, CMO of Index Exchange, simplifies the confusion, breaking down what agentic advertising means in practice, where it’s already showing up, and where marketers should focus.
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May Hands-On AI Tool Sandbox Series — Jasper AI
Knowledge Partners May 29, 2026Reserved exclusively for ANA members, this intimate training is designed to give marketers a rare opportunity to go deep with one of the most talked-about AI tools in the industry.
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Agentic Commerce: Building Trust in the New Era of AI Shopping
Knowledge Partners May 27, 2026Horizon Media's 2026 report examines how AI‑driven “agentic commerce” is reshaping consumer behavior, revealing a growing tension between convenience and control. Grounded in survey data, it outlines how trust and emotional response will determine which brands succeed in an AI‑mediated marketplace.
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ANA Content Supply Chain Series: Unlock Speed and Consistency for Scalable Content
Knowledge Partners May 21, 2026Today’s marketing organizations must produce more content, for more channels, at greater speed than ever before. This session explored how a modern content supply chain enables teams to accelerate production cycles, eliminate operational bottlenecks, and scale content delivery while maintaining quality and consistency.
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AI Agentic Series: How to Grow and Manage Your Agentic Team
Knowledge Partners May 20, 2026In this session, Qualcomm's Jeremy Krall shared a phased, practical playbook for rolling out AI agents at enterprise scale, including where most programs break down, how to build organizational endurance, and why the teams that move fastest aren't always the ones that finish first.
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ANA CMO MarTech Mastery Series: Building High-Performing Teams and Culture
Knowledge Partners May 19, 2026Marketing technology performance is ultimately a people and culture challenge. Even the most advanced MarTech stack will underdeliver without the right support. This MarTech Mastery Workshop focuses on how CMOs and MarTech leaders can build and lead high-performing teams and a winning culture capable of thriving amid constant change.
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The Belonging Correction
Knowledge Partners May 18, 2026Wealthy consumers are redefining belonging — shifting from public visibility to being understood by a trusted few. Team One's 2026 "Global Affluent Collective" report may reshape how brands approach affinity, access, and connection with high-net-worth audiences.
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Synthetic Personas Are Trending. Here’s Why Real Consumers Still Win
Knowledge Partners May 13, 2026As synthetic personas and AI-generated respondents gain adoption across the research industry, questions about their validity, bias, and strategic usefulness are becoming unavoidable. This article examines three distinct types of synthetic data models — LLM knowledge-based, aggregate correlation-based, and respondent-level survey-trained — and highlights where quality gaps emerge.
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Unfinished Business: Closing the Insight-to-Action Gap
Knowledge Partners May 7, 2026Gain Theory’s 2026 report examines why marketing insights often fail to translate into business impact, identifying cultural, organizational, and behavioral barriers that prevent action. Drawing on proprietary survey data and real-world case studies, the report outlines a practical framework to help marketers close the gap between insight generation and commercial results.
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Nearly Half of Gen Z Is Ready to Switch Banks. Is Your Messaging Ready?
Knowledge Partners April 30, 202646% of banked Gen Z adults are open to switching providers — not out of frustration, but because no institution has made them a compelling enough reason to stay. The acquisition window is real, the audience is mid-to-higher income, and the messaging playbook is clear.
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AI Agentic Series: Taking Your Agentic Game to the Next Level
Knowledge Partners April 27, 2026Most marketing teams have dipped a toe into AI — but there's a wide gap between early experiments and agents that actually move the needle at enterprise scale. In this session, learn what it takes to level up: building data-driven AI agent systems that work in production, not just in demos.
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Unlocking P&H Savings: What Every Advertiser Needs to Know About the 2025 Commercials Contract
Knowledge Partners April 27, 2026In this video, the Joint Policy Committee (JPC) breaks down the latest updates in the 2025 SAG-AFTRA Commercials Contract, including the updated P&H rate, allocation guidelines, the Million Dollar Cap, and the Influencer Waiver. Watch to learn more about these provisions and how they help advertisers control costs and stay compliant across linear, digital, and influencer platforms.
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Your Guide to Digital Replicas in the 2025 SAG-AFTRA Commercials Contracts
Knowledge Partners April 27, 2026Thinking about using AI to save time, create more campaigns, or generate efficiencies in commercial production? In this video, the Joint Policy Committee (JPC) breaks down the new AI terms for Digital Replicas introduced in the 2025 SAG-AFTRA Commercials Contracts.
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Building a Suite of Truth
Knowledge Partners April 22, 2026Meta offers a practical guide to building a "suite of truth" for marketing measurement, showing how incrementality, experiments, modeling, and attribution work together to improve media decisions.
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ANA CMO MarTech Mastery Series: Elevating Customer Data Quality and Governance
Knowledge Partners April 2, 2026Customer data is the foundation of every modern marketing technology capability, from personalization and measurement to AI-driven decision-making. This MarTech Mastery Workshop focused on how CMOs and marketing technology leaders can strengthen their data foundation to unlock greater performance, efficiency, and trust across the enterprise.
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AI Agentic Series: Everything You Want to Know About Agentic, but Were Afraid to Ask
Knowledge Partners April 1, 2026In this virtual workshop, Mint.ai cut through the hype around Agentic AI and focuses on what actually matters for enterprise marketing teams. Get a clear definition of what Agentic AI is, what an agent does, and how it differs from traditional automation or AI-assisted tools.
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2026 Giant Trends in Sports Marketing
Knowledge Partners March 31, 2026Medium Giant shares the ways brands can connect with fans and athletes in a world with an “always-on” sports culture and obsession, ranging from professional athletes to fitness influencers.
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