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.

Industry Insights

To Spur Change, CMOs Need More Managerial Discretion

by Matthew Schwartz, 1 week ago

CMOs cite a lack authority when their companies enter foreign markets, and they feel frustrated by the experience, according to a recent study. But chief marketers can play an instrumental role for brands that are expanding their global footprint — if senior management has the will to provide more managerial discretion.

Knowledge Partners

Black Glass Issue 002: Real Marketing Teams

2 weeks ago

Hiring and retaining top talent has been a focus of CMOs for years, but far less attention has been paid to how that talent is organized into an optimal team structure. Clay Jones and Stephanie Eaddy of Black Glass explored the challenges marketing teams face and provided steps leaders can take to optimize their teams.


Here’s Why Marketers Need to Stop Paying Agencies by the Hour

3 weeks ago

Richard Tan of FIG Agency explains why measuring work by time is both wasteful and an inaccurate way of determining the value of creative thought.

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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.