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.
Research Reports
ANA/4A’s Agency Search Simplification Report
The ANA and the 4A’s surveyed their respective members to understand the various pain points in the agency search process, as well as their value (or lack thereof) to the overall process. This report contains the results of that survey, as well as key findings, conclusions, and next steps.
Event Recaps
What's the Right Agency Support Model for Your Organization?
Blue Chip agency leaders outlined the pros, cons, and best practices for two agency support models to help brands identify the right fit for their organization.
Forward
Giving Teeth to Agency Evaluations
Creating an effective action plan takes a focused effort, but when done well, it can strengthen client–agency relationships and lead to better work with greater returns. Here are the key elements to a good action plan and the steps required to build one.
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.
- Advertising Production Masterclass (Full Day)
- Advertising Production Masterclass (Regional Full Day)
- Advertising Production: What Marketers Need to Know (Virtual)
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.
- In-House Agency Committee, Midwest Chapter
- In-House Agency Committee
- In-House Agency Committee, West Coast Chapter
- Advertising Financial Management Committee
- Agency Relations Committee