Marketing 101

During a session at the ANA’s 2025 Future of Marketing Leadership Conference, the audience learned how to use four tools for developing the kind of culture that promotes high-performing teams from Alex Craddock, chief marketing and content officer at Citi.

Soyoung Kang, CMO at eos, discussed how eos transformed its body lotion from a fledgling product to the fastest growing body lotion in the mass market.

Omnicom Commerce Group shares data compiled by web hosting company Hostinger that reveals where online shopping journeys most frequently began during the second half of 2024. Notably, retailers’ websites and apps topped the list.

As marketers increasingly demand that agencies connect advertising to direct business outcomes, many agencies feel the pressure to keep up. Some may see this as a threat. We see it as a powerful opportunity. By helping clients develop a holistic measurement framework that integrates audience health, brand health, and business health, agencies can demonstrate a clear impact and forge a legacy with concrete value beyond surface metrics like site visits.

Matthew Schwartz provides three tips for helping you and your team overcome C-suite skepticism about brand marketing, which is a proven value driver for businesses.

What is brand love, and how can a brand achieve it?

ANA’s Ask the Expert research service answers the question, “How can my brand partner with others to maximize our marketing output?"

At the direction of its CMO, Ally Bank constructed a detailed LGBTQ+ marketing framework that includes Pride branding, a Pride microsite, and major media activations from Netflix to NASCAR. Brian Roach, senior director of marketing, walked through Ally’s 2024 LGBTQ+ marketing strategy.

Matthew Schwartz shares a few tips for how marketers can banish nonsense phrases and silly metaphors and return to a world where professionals speak like they're — well — a person.

Lime, the world's largest shared electric vehicle company, showed its support during 2024 Pride with a campaign that combined OOH and social.

In a world overflowing with choices, the brands that truly succeed are those that connect with people on a deeper level — where trust, emotion, and authenticity merge to create real relationships. This takes effort, consistency, and a well-executed integrated marketing strategy.

More and more people are tapping into the numerous benefits of meditation. That includes Mastercard’s Chief Marketing and Communications Officer, Raja Rajamannar, who believes the practice might be the secret to achieving happiness at work and in life.

Mastercard’s Raja Rajamannar shared his personal tips for how he stays ahead of the breakneck speed of change in marketing, while also discussing how to keep the whole team abreast of what’s happening.

With the start of the new year comes new challenges, surprises, and changes. For marketers, this is no different. If anything, the fast-paced trends and constant technological evolution can be difficult to keep up with as each new year is unlike any other.

Winterberry Group, a management consultancy, takes a look back at 2024 and breaks down the U.S. B2B sector’s media expenditures by channel last year.

Winterberry Group, a management consultancy, shares a projection for the U.S. B2B sector’s media expenditures on each channel in 2025.

EMARKETER's Jasmine Enberg discussed how creators are transforming the retail landscape on social and key strategies for integrating creator-powered commerce in today's rapidly evolving digital marketplace. In addition, Rodney Mason from creator global tech platform LTK shared successful influencer case studies.

Lili Gil Valletta, CEO at Culture+ Group, addressed how marketers can combat the “death of DEI” by demonstrating the tangible business impact of inclusive marketing.

Hilton discussed how it taps into audience passions to develop compelling influencer partnerships that showcase what it means to Stay with Hilton.

Grant Thornton shared its journey to creating its Marketing Insight Center of Excellence.