Academia/Next-Gen Marketers | ANA Growth Agenda | ANA

Academia/Next-Gen Marketers

The dearth of talent — arguably a brand's most important asset — coming from academia has the potential to substantially limit future brand and business performance.

The ANA has placed its full weight behind inspiring and elevating the quality of talent emerging from the university system.

The Challenge

Attracting new marketing talent is an ongoing challenge, especially when factored against the evolving digital landscape and increasingly diverse and multicultural consumer. Hiring new talent is just the first step, however, as retaining that talent means offering tools that allow both the brand and its employees to continue on a path toward growth.

The ANA’s Response

With the ANA Educational Foundation (AEF), the ANA seeks to not only identify the root causes behind the struggle to entice recent college graduates to seek careers in advertising, but to offer proactive solutions and enrich the understanding of advertising and marketing in society, culture, and the economy.

Latest Content

Articles, insights, research, and more to advance your marketing and advertising.

Trends and Technology

Will There Be a Next Generation of Marketers?

by Chuck Kapelke, 2 months ago

Most CMOs plan to hire new workers this year, according to a recent study. But the hiring smacks up against a growing number of traditional, junior-level jobs growing obsolete due to automation. If there's to be a new generation of marketers, the onus is on managers to offer training that accounts for marketing's AI transformation.

Money Slides

A Maturity Model for the Skills and Aptitudes of Modern Marketers

4 months ago

Douwe Bergsma, CMO at health care provider Piedmont, shares a framework for assessing the maturity of a modern marketer’s capabilities.

Event Recaps

Atlanta Is Built for Business

4 months ago

Alex Gonzalez, chief innovation and marketing officer at Metro Atlanta Chamber (MCA), discussed how Atlanta and the Southeast region have grown exponentially as a center of innovation, culture, and diversity.

Featured Events

National, regional, and online events to help you learn and grow throughout the year.

Training

Equipping marketers with the skills they need to advance their careers, their brands, and the industry.

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1-Day Conferences

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Webinars

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Committees

Bringing marketers together to learn from each other and debate new approaches and solutions to industry hurdles.

A benefit of ANA membership, committee meetings feature a mix of member case studies, perspective from outside experts, and benchmarking/best-practice sharing that drive thought leadership on key industry issues. Each ANA committee meets three to four times per year and can be attended in person or remotely. Depending on the committee, 10 to 30 participants may attend — big enough for diversity of opinion, yet small enough for more intimate exchanges.

See the Growth Agenda in action and learn more about how, as an industry, we're tackling the challenges ahead.

    Go Further

    Learn more about the four growth priorities and the 12 focus areas that comprise the ANA Growth Agenda.