ANA Launches CMO Talent Challenge Playbook

Case Studies from Top Marketers Offer Guidance on
Driving Growth, Managing Teams, and Developing Talent

NEW YORK (September 19, 2017) — The ANA (Association of National Advertisers) today released the ANA-CMO Talent Playbook, a provocative new collection of case studies from leading chief marketing officers designed to help CMOs develop talent and align marketing teams to achieve maximum growth.

The playbook is an outgrowth of the ANA’s CMO Talent Challenge. This is part of the trade group’s CMO Masters Circle, an initiative launched last year to empower chief marketing officers to meet their challenges by joining forces in a unified leadership effort to transform the marketing industry.

The playbook is a collection of 28 case studies from major marketers, including Procter & Gamble, Bank of America, Airbnb, Unilever, Walmart, Target, Spotify, L’Oréal, Nestlé, and Johnson & Johnson. It is organized into four chapters to help chief marketing officers better develop their teams to be growth drivers:

  • Align Leadership Teams
  • Inspire and Connect Cultures
  • Transform for Innovation
  • Gear Up for Training

Each chapter includes seven case studies with personal insights from each CMO to help their peers across the industry set up their teams to optimize their companies’ growth potential. Topics include:

  • Aligning across the C-suite to demonstrate credibility and foster collaboration
  • Seamlessly inspiring and connecting team cultures
  • Reinventing and transforming organizations to reach new levels of growth
  • Building new teams from the ground up to achieve specific objectives
  • Talent development

“This CMO Talent Playbook is a major step forward in our effort to help CMOs drive growth,” said ANA CEO Bob Liodice. “It includes robust insights and actions CMOs can take to develop outstanding talent and improve business outcomes. Collectively, the examples within this playbook create a modern-day roadmap to help advance both individual CMOs and the industry’s leadership agenda.”

Nick Primola, head of ANA’s CMO Practice, added: “More often, the best path forward is to turn to your peers who are figuring it out every day on their own. The simple exchange of first-hand experiences and lessons learned by your peers is key to staying current and making progress as the industry continues to transform around us. And that’s what this book about.”

Sample entries include:

  • The Business of Marketing. Raja Rajamannar, Chief Marketing and Communications Officer, Mastercard
  • Building the World’s Most Multicultural Brand. Jonathan Mildenhall, Chief Marketing Officer, Airbnb
  • Turning the Impossible Unimpossible. Linda Boff, Chief Marketing Officer, GE
  • Turning an In-House Agency Best-in-Class. Meredith Verdone, Chief Marketing Officer, Bank of America
  • The Connected World.

The ANA-CMO Talent Challenge Playbook can be accessed and downloaded via the CMO Masters Circle website at


The ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers, and promoting and protecting the well-being of the marketing community. Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA’s membership includes more than 1,000 companies with 15,000 brands that collectively spend or support more than $400 billion in marketing and advertising annually. The membership is comprised of more than 750 client-side marketers and 300 associate members, which include leading agencies, law firms, suppliers, consultants, and vendors. Further enriching the ecosystem is the work of the nonprofit ANA Educational Foundation (AEF), which has the mission of enhancing the understanding of advertising and marketing within the academic and marketing communities.

John Wolfe
Director of Communications
Office: 212.455.8011
Cell: 914.659.8663