ANA SeeAll Marketing Alliance Leadership Council
The ANA SeeAll Marketing Alliance (SAMA) Leadership Council brings together industry leaders focused on advancing inclusive marketing as a core driver of growth. The Council supports the horizontal development of the Inclusive Marketing Practice, promoting a more integrated, cross‑functional approach to how organizations engage and connect with all audiences.
The ANA SeeAll Marketing Alliance Leadership Council is overseen by the following ANA staff:
Why It Matters
Despite growing commitment to inclusive marketing, the industry continues to face significant gaps in insight, execution, and accountability. Many organizations lack the ability to consistently generate usable insights across the full spectrum of inclusive dimensions — such as gender, race and ethnicity, sexual orientation, ability, and socioeconomic status — making it difficult to inform strategy and measure progress.
Brands also struggle to scale inclusive creative effectively. Without shared standards, tools, and systems, authentic storytelling is often difficult to replicate across teams and markets, limiting resonance and impact. At the same time, the business case for investing in targeted media channels, diverse suppliers, and contextually relevant placements remains unevenly understood, even as these investments demonstrate stronger engagement and purchase intent.
Finally, the absence of consistent, representative measurement frameworks makes it challenging to link inclusive marketing efforts to tangible business outcomes. Without rigorous, transparent metrics, organizations face difficulty demonstrating value, driving accountability, and sustaining long‑term investment in inclusion.
Areas of Focus
- Demonstrating That Inclusive Marketing Drives Growth
- Ensuring Representation in Creative
- Measuring Inclusive Marketing Investment
- Improving Clarity in Media Mix Modeling
- Defining Effective Inclusive Marketing Staffing Models
Interested in Joining?
If your brand is an ANA member and interested in joining the ANA SeeAll Marketing Alliance Leadership Council, we welcome your participation. Council membership is open to the senior‑most leader or department head responsible for multicultural marketing at ANA member brands.
Members play an active role in advancing the inclusive marketing agenda and shaping the collective direction of the SeeAll Marketing Alliance. By contributing insight, perspective, and leadership, participants help guide priorities, inform outcomes, and influence how inclusive marketing drives meaningful business and societal progress across the industry.
To learn more or get involved, please contact the ANA Inclusive Marketing Practice.