Marketing 101

With budgets being slashed, marketers are feeling the pressure to produce more with less. But hope is not all lost. With these tips, your team can maximize the budget you do have and knock your marketing out of the park.

Bruno Gralpois, co-founder of Agency Mania Solutions, explains why agency reviews are much more costly than they seem, with many under-the-surface expenses that don’t come into consideration when a brand decides to conduct a review.

Bruno Gralpois, co-founder of Agency Mania Solutions, discusses how brand-side marketers can know that it is truly time for an agency review, outlining his four-step process for conducting a comprehensive evaluation.

Bruno Gralpois, co-founder of Agency Mania Solutions, shares his thoughts on why brands seem to view agency reviews as a go-to move, citing the four major causes he sees.

The modern C-suite looks less like a leadership team and more like separate factions going to war. It’s a battle for budget and resources and if the CMO and other marketers don’t adapt, they’re likely to get left behind.

Northwestern University explored the integration of generative AI within marketing teams, drawing upon empirical research, including surveys, interviews, and case studies conducted within its research center.

Agency Mania Solutions Co-Founder Bruno Gralpois joined the show to discuss the hidden costs of agency reviews, how to determine if your current agency model is a problem, when it’s actually time to conduct a review, and much more.

Fresh off covering an ANA Magazine story on how brands bounce back when something goes wrong, On Scope host Mike Berberich and show producer Ryan Dinger shared examples of their favorite brand comeback stories.

Marketers often seem to mistake a data observation for an insight. Luckily, Stephani Estes, chief media officer at Goodway Group, shared the perfect definition of what a true insight is during an appearance On Scope.

With an extensive history working in data analysis, Goodway Group’s Stephani Estes has found that most marketers seem to get the same thing wrong when it comes to data and how they approach it. She shared what that is during an appearance on the On Scope podcast.

Using a couple clever metaphors, Goodway Group’s Stephani Estes shared her thoughts on how marketers can break down silos and effectively communicate with stakeholders across all parts of the organization.

Many marketers seem to understand the risks of playing it safe. The C-suite on the other hand, not so much. But those executives can learn, especially when marketers follow these internal communication tips from Goodway Group’s Stephani Estes.

Foursquare shares insights from its Q3 Location-Based Targeting Guide, covering dozens of of customizable targeting strategies for major Q3 moments — from Fourth of July celebrations to back-to-school shopping — helping marketers reach high-intent customers and maximize campaign performance.

Therabody's holiday influencer campaign with Digital Voices generated 3 million impressions — 72 percent above target — and achieved 20.5 percent purchase intent comments by partnering with diverse creators including influencers 60 years of age and older to position wellness as a necessity, not luxury.

DUDE Wipes achieved seven-figure monthly sales on TikTok Shop by building a network of more than 14,000 unpaid affiliates, running more than 50 hours of weekly livestreams, and prioritizing authentic engagement over polished content.

System1 shared how its brand uses emotional measurement to evaluate ad effectiveness and unlock creative that drives both short-term sales and long-term brand growth.

Stephani Estes, chief media officer at Goodway Group, joined the On Scope podcast to shed light on how marketers can move away from wasteful measurement efforts, discuss what true insight looks like, provide tips for how marketers can better communicate across the organization, and more.

Lauren Martinez from Kimberly-Clark shared her personal journey from campaign execution to IT leadership, revealing the mindset shifts, skills development, and relationship-building strategies needed to successfully transition between marketing and technology functions in today's integrated business environment.

monday.com shared examples — from ServiceNow, Labcorp, and Johnson Controls — illustrating how marketers can stay ahead by using AI to deepen customer understanding, align sales and marketing, scale creative efficiently, and prove ROI through smart experimentation.

During a session at a June 2025 ANA Members-Only Conference, Nick Jezarian, formerly of KraftHeinz, advocated for a closer working relationship between marketing and media and, more specifically, for a more strategic role for media within the marketing ecosystem.