ANA Creative Business Leadership Council

The ANA Creative Business Leadership Council brings together senior leaders responsible for overseeing the modern content supply chain. The Council is focused on defining the future of integrated creative operations — treating in‑house capabilities and external production investments as a single, strategically managed portfolio. By aligning creative excellence with operational efficiency, members work collectively to set new standards for how organizations plan, produce, and scale content.

The ANA Creative Business Leadership Council is overseen by the following ANA staff:

• Greg Wright, SVP
• Peter Kenigsberg, Senior Director

Why It Matters

Creative operations leaders continue to face pressure to demonstrate that their organizations are more than cost centers — and that creative investment can be measured, optimized, and tied directly to business growth. Too often, discussions remain focused on the tactical execution of asset production, rather than on how creative ecosystems should be structured, governed, and funded to deliver sustained value.

Without a shared framework for managing in‑house capabilities and external production as a unified portfolio, organizations struggle to balance efficiency, quality, and scale. Elevating creative operations from execution to strategy remains a critical challenge for leaders seeking to drive both creative excellence and financial accountability.

Areas of Focus

Interested in Joining?

If your brand is an ANA member and interested in joining the ANA Creative Business Leadership Council, we welcome your participation. Council membership is open to the senior‑most leader or department head responsible for creative operations at ANA member brands.

Members gain the opportunity to validate their organizational design, operating models, and investment decisions against a peer group of equal seniority. Through collaboration, participants help shape future industry research — including initiatives like Valuing Your In‑House Agency — and contribute to the development of the business language needed to clearly justify budgets, headcount, and investment to CMOs and CFOs.

In addition, members gain practical insights into driving efficiency without sacrificing quality, guidance on emerging compliance, labor, and AI‑related risks, and access to best practices for attracting and retaining top creative talent within corporate structures — helping elevate creative operations from support functions to recognized business leadership.

To learn more or get involved, please contact the ANA Talent and Marketing Operations Practice.