Marketing Organization and Agency Management

Structure and organization represent some of the most important decisions senior marketers can make when looking to optimize the overall marketing function.

The ANA has partnered with industry leaders in ongoing research to define the future of organizing for an optimal business performance that improves budget priorities, roles and responsibilities, agencies, and both in-house and external support functions.

The Challenge

Creating a marketing structure to deliver a constant level of quality while leveraging internal brand ambassadors and allowing for an adaptive agency management program can be tricky and foster inefficient trial-and-error processes to strike the right balance.

The ANA’s Response

Our research reports, including last year's "Payment Terms: Current Practices for Marketing Services," can give you and your brands the information — and the leg up — needed to organize effectively.

Latest Content

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

Knowledge Partners

Quantifying the Value of the In-House Agency

1 week ago

Blum Consulting shares insights quantifying the value of in-house agencies.


The Future of CX Starts In-House

by Sophy Regelous, 1 week ago

The future of customer experience (CX) is promising, and its impact on in-house marketing and creative teams in Fortune 500 companies is set to be transformative. As businesses recognize the importance of CX in driving customer loyalty, differentiation, and revenue growth, these teams will evolve into vital contributors to a company's success in the CX era.

Knowledge Partners

Creating Agency KPIs

1 week ago

Agency Mania Solutions co-founder Bruno Gralpois discusses the significance of Key Performance Indicators (KPIs) in agency partnerships, emphasizing their role beyond mere metrics. He stresses the importance of communication, collaboration, and continual improvement in fostering strong, mutually beneficial relationships between agencies and clients.

Featured Events

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


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.