From our partners in the ANA Thought Leadership Program: Insights and intelligence that drive brands forward.

  • Building a Culture of Innovation

    Forward   November 30, 2021  

    Successful leaders understand that a culture of innovation is built on strong teams. Here, corporate leaders from Pfizer, Blue Shield California, Johnson Controls, BECU, and Webex provide insight into what it takes to build those teams and inspire real change.

  • Marketing to the Corners of the Mind

    Forward   November 23, 2021  

    In this interview, Jon Gibs, global director of advertising science at Spotify, who oversees the brand’s measurement, research, and audience solutions, shares findings from recent research about audio and what it means for brands.

  • Cross-Platform Measurement and the Key to Unlocking Buyer Journey Knowledge

    Forward   November 18, 2021  

    TV has changed. To reach the masses today, messages must appear everywhere people watch video. This means advertisers must embrace both linear TV and streaming. Cross-platform, unified impression measurement is now essential.

  • Humanity Is the Secret Ingredient for Superior CX

    Forward   November 16, 2021  

    Showing empathy isn’t based on data. It’s a gut feeling, intuition, an understanding of how to connect meaningfully with the human on the other end. Ever since people rallied around essential workers 20 months ago, they’ve demanded that same level of transparency, empathy, and understanding from the brands they support.

  • No Looking Back

    Forward   November 9, 2021  

    There is no crystal ball to determine what’s next for small- and medium-sized businesses, but these five observations of the current landscape may help B2B marketers divine where things are going next.

  • Designing the Engine of Repeatable Innovation

    Forward   October 28, 2021  

    Building a successful innovation engine has many rewards, from operating efficiency to greater ROI, higher NPS ratings, increased sales, and stronger brand loyalty — but it takes the right process and talent.

  • Why Addressable TV and CTV Need to Coexist in a Cross-Screen World

    Forward   October 21, 2021  

    The convergence of traditional television and digital video presents unique opportunities for marketers but also adds a layer of complexity. The goal for advertisers is to get away from siloed approaches when it comes to media selection, as the current landscape enables companies to reach audiences whenever and wherever they may be consuming content.

  • Agency Management As a Risk-Management Advantage

    Forward   October 19, 2021  

    When brands implement agency-management initiatives, there are usually two drivers or goals. One is to rationalize and optimize agency relationships for more effective marketing programs, another is to achieve cost efficiencies in the form of savings or spend optimization. But such initiatives can help companies address and mitigate business risk as well.

  • New Meal Plan for Marketers

    Forward   October 14, 2021  

    Third-party cookies, which provide brands with consumer data to create targeted advertising campaigns, are starting to get phased out already, with Google’s Çhrome apps going to pasture in 2023. But CMOs can’t wait to prepare for a cookieless world. Marketers and their teams will need time to understand new tools and technologies and incorporate them into their workflows.

  • The Unnecessary Tradeoffs Marketers May Make

    Forward   October 12, 2021  

    Without the ability to execute strategies that are both flexible and simple, marketers are missing out on an opportunity to learn about and engage their customers in the real world — to be where audiences actually are and optimize across platforms, or even to understand which digital campaigns are successfully driving offline sales.

  • Personalization Done Right

    Forward   October 7, 2021  

    While data and technology are still the right way to drive scale and automation, perhaps it’s time for marketers to take a step back and consider how those resources can be aligned in new ways to enlighten the customer, to inspire them, maybe even to help them grow in new and unexpected ways.

  • How Influential Leaders Are Building DEI Across Their Organizations

    Forward   October 5, 2021  

    Marketers seeking to hardwire DEI into their organizations need to understand what factors into decisions their customers make, what is driving brand perceptions, and what role strategy and communications can play. To do that, they need relevant data as well as expert perspective.

  • How to Maximize the Value of Your Marketing Budget

    Forward   September 30, 2021  

    In a perfect world, organizations should be able to make budgetary changes in near real-time, but only 11 percent of respondents say they can make the necessary updates within a day. It’s time to put away the spreadsheets and adopt 21st century solutions.

  • Out-of-Home Advertising Is the Ultimate Contextual Medium

    Forward   September 28, 2021  

    Out-of-home (OOH) may be advertising’s oldest medium, but time and time again, OOH has proven resilient in a dynamic ad industry that has evolved greatly over many decades.

  • Why First-Party Data Might Not Be Enough

    Forward   September 23, 2021  

    Marketers have to change how they evaluate success in a first-party world. The question to ask now is, “How can I help this person with what they need?” Not “How can I get this person to convert?”

  • Marketers Ride New Waves of Radio Advertising

    Forward   September 21, 2021  

    HBO Max, Macy’s, and other major companies are singing the praises of radio as a way to help brands distinguish their voice in an ever-crowded marketplace. The diversification of audio platforms and the rise of so-called screen-free media has expanded the opportunity for brands to expand their audio strategies and grow their audiences.

  • Preventing the Perils of Programmatic for Premium Video

    Forward   September 14, 2021  

    The theoretical advantages of programmatic advertising for a marketer are substantial. Lower transaction costs, more precise media targeting, greater flexibility, the ability to optimize creative and media in real time, and, of course, more competitive pricing should all lead to more efficient and more effective marketing. But how does the industry move beyond theory? There is a way.

  • Legacy Tech Is Driving Your Best People Away

    Forward   September 7, 2021  

    For brands and organizations that need to compete for talent in today’s marketplace, creating a seamless and connected work environment is nonnegotiable. Collaboration tools can help marketers operating in virtually any industry make the typical workday better — and strive to create a pleasant experience for both their teams and companies.

  • How to Automate a Scope of Work Program

    Forward   September 2, 2021  

    An automated scope of work program can provide several benefits for brands and their agencies, including an improved and more valuable client-agency relationship, but getting there requires a clear vision. Here’s how to get started.

  • Your Market Doesn’t Exist

    Forward   August 31, 2021  

    While it’s always been true that a business needs great products and great marketing to be successful, in today’s world, great marketing can’t save a so-so product, and products don’t become great without marketing. Here are a few reasons why marketers should feel empowered to lead a new growth agenda within their organizations.