Marketing 101

Principal media has been getting increased attention in the U.S. More than ever, advertising agencies are acting as principals rather than agents. That means they acquire media — therefore becoming the owner, or “principal,” of that media — and then resell the media to their clients. The purpose of our work was to increase awareness and help educate marketers so they can make informed decisions about the role of principal media for them.

How are marketers optimizing their personalization strategies, and how do consumers feel about them?

Brandtrust shared essential components for brand storytelling, developed over hundreds of storytelling workshops with marketers around the world.

Salesforce brainstorms applications for AI agents ideal for companies in industries such as financial services, automotive, manufacturing, health care and life sciences, media, travel, and retail.

In this POV, we cover three major complaints consumers have about marketing, sourced from the more than 4,300 ethics inquiries processed by the ANA Center for Ethical Marketing in 2024.

In this video, Kyndryl's director of content shared a proven framework for successfully integrating generative AI into marketing organizations while maintaining a human-centric approach that increases adoption, enhances creativity, and maintains governance for sustainable innovation.

Kyndryl's director of content shared a proven framework for successfully integrating generative AI into marketing organizations while maintaining a human-centric approach that increases adoption, enhances creativity, and maintains governance for sustainable innovation.

Continuous learning and tapping contextually relevant data are keys to success in a time of accelerated GenAI.

Steve Bevilacqua, principal consultant at Cella by Randstad Digital, shared some statistics related to artificial intelligence (AI) usage from his company’s annual Intelligence Report, and provided some insight into how business leaders can think about implementing the technology at their companies.

In this video, Steve Bevilacqua, principal consultant at Cella by Randstad Digital, shared statistics related to artificial intelligence (AI) usage from his company’s annual Intelligence Report, and provided some insight into how business leaders can think about implementing the technology at their companies.

Since marketers are often looking for ways to target gen Z and millennial audiences, finding new and unique approaches to do so can present a challenge for brands.

Law firm Squire Patton Boggs catalogs the privacy laws passed in each state as of March 2025 and identifies the date when those laws went into or will go into effect.

In this video from a session at the ANA’s 2025 AI and Technology for Marketing Conference, CognitivePath put forward a six-phase framework for pursuing marketing innovation.

During a session at the ANA’s 2025 AI and Technology for Marketing Conference, CognitivePath offered its listeners a six-phase framework for pursuing marketing innovation.

How do marketers tap into psychology to persuade consumers to buy or act?

What are some trends and best practices for direct mail marketing?

Jay Schwedelson of Outcome Media explains how to use the AI capabilities of ChatGPT to optimize email marketing messaging and even provides the specific language for the prompt that ChatGPT users should employ.

ANA’s Ask the Expert research service answers the question, “How can my brand use webinars to connect with prospects and customers?"

For decades, brands have relied on marketing mix models (MMMs) to prove the value of their investments in advertising. These models, built to assess the mix of paid media channels like TV, print and digital display, helped marketers justify budgets and optimize their allocations. But as retail media networks (RMNs) attract billions in ad dollars, marketers are running into a major problem — MMMs weren’t designed to handle the complexity, speed and ever-changing nature of retail media.

There’s an inherent tension between advertisers’ quest for quality inventory and their stated reach mandates. This tension has taken us down an interesting path and created a system of perverse incentives that have given rise to today’s industry boogeymen: made-for-advertising (MFA) sites, fraud, bots — the list goes on.