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
Decoding Compensation Models and Implementing the Right Model
This executive-level guide is a joint initiative from the ANA and the 4A’s that outlines commonly used compensation models and provides foundational knowledge, definitions, best practices, and analysis of the pros and cons for each model.
Industry Insights
Creativity at the Speed of Culture: Q&A with KraftHeinz’s Simon Au
. Simon Au, executive creative director of The Kitchen North America, has built a team of award-winning creative minds challenging the notion that great creative takes time to develop. Simon and his fellow “Cooks” are showing the entire industry that the secret to nimble, on-brand, and culturally minded marketing lies in-house.
POVs
The Marketing and PR Nexus: Breaking Down the Silos
PR possesses the ability to supercharge most any marketing campaign. So how can marketers tear down silos and begin to leverage PR to improve engagement? Champions of Growth podcast host Matthew Schwartz shares a few tips for getting it done.
Featured Events
National, regional, and online events to help you learn and grow throughout the year.
Industry Conferences
No events are currently scheduled. Please check back for future events or click the button below to see all available industry conferences.
Training
Equipping marketers with the skills they need to advance their careers, their brands, and the industry.
- Aligning Marketing to Sales (Full Day)
- Aligning Marketing to Sales (Half Day)
- Aligning Marketing to Sales (Virtual Open Enrollment)
1-Day Conferences
No events are currently scheduled. Please check back for future events or click the button below to see all available 1-day conferences.
Webinars
No events are currently scheduled. Please check back for future events or click the button below to see all available webinars.
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
- Advertising Financial Management Committee
- Agency Relations Committee
- Production Management Committee
- Email Excellence Center Committee
- Marketing Operations and Transformation Forum