Marketing 101

During a session at the 2024 ANA/AEF Future of Marketing Leadership Conference, Pepsi CMO Todd Kaplan discussed how brands should introduce themselves into cultural conversations to acquire more relevance with consumers.

While using data to optimize ad buys for linear and digital TV grows increasingly important for marketers in 2024, so does crafting a message that wins audience attention.

ANA's Center for Ethical Marketing aims to aid businesses "build brand and consumer trust through best practices, guidelines, guidance, compliance services, and committees. The Center seeks to educate, elevate, and advance accountability for the industry and mediate consumer complaints." Below are some helpful and timely resources to guide marketers.

This report from VAB seeks to explore ‘hidden cost’ issues of fraudulent digital video campaigns through tangible examples, while providing guidance on how to avoid the corporate risk involved in the lack of transparency that often leads to fraudulent ad activity.

To stand out against the bustle and hum of social media, one must identify a target market, build meaningful connections and interactions, and create a strategic approach to social media. Here is a guide to essential approaches and tactics that will allow you to best utilize social media in 2024.

Sustainability is a hugely important initiative and responsibility all marketers and companies should have. ANA's Society and Sustainability Collective seeks to provide members with resources, best practices, case studies, and research on how to foster better practices that help society at large. Some of these priorities and topics include mental health and wellbeing, diversity, equity, inclusion, and belonging, as well as protecting the environment.

The ANA’s Global CMO Growth Council aggregated talent models from over 50 high-growth companies into a single, organized playbook for modern marketing. This session defined the key talent capabilities required to succeed based both on best practices and adaptability in the face of change.

2024 finds AI both over-hyped and very real. In this webinar, get a no-BS view of the AI landscape for enterprise marketers. See different models for applying AI services across your stack, and learn from the pilot projects of other large enterprises.

At a February meeting of the ANA’s Production Management Committee, listeners received an array of recommendations for high-end production from Rick Johnson, North American regional lead at MurphyCobb & Associates.

Pursuing diversity is an increasingly urgent area of focus for many companies. However, how to champion the cause effectively and ultimately reap its benefits can be mysterious. To guide organizations in these efforts, guests of the ANA Center for Brand Purpose’s Beyond Profit podcast shared three tips.

AI, like a complex musical instrument, can produce a range of outputs depending on how you play it. To ensure you're staying in tune, Marketing Futures host Mike Berberich is here with some tips to help you get the most out of AI.

The digital advertising landscape in 2024 is poised for significant evolution, shaped by technological advancements, shifting consumer behaviors, and emerging regulatory trends. As we look toward the coming year, these are the trends that are set to redefine the industry.

Valuation and strategy consultancy Brand Finance quantifies how much of a role a brand’s commitment to sustainability plays in driving consideration in a variety of sectors.

The MARS Agency assesses the targeting capabilities, media opportunities, and innovations of a long slate of retail media networks, along with their criteria for partnership and measurement and reporting — all in a series of easily digestible charts.

Valuation and strategy consultancy Brand Finance scores consumers’ perceptions of leading supermarkets’ commitment to the environment, society, and governance (ESG).

Valuation and strategy consultancy Brand Finance scores consumers’ perceptions of leading beer brands’ commitment to the environment, society, and governance (ESG).

Valuation and strategy consultancy Brand Finance scores consumers’ perceptions of leading supermarkets’ commitment to the environment, society, and governance (ESG).

Valuation and strategy consultancy Brand Finance quantifies how a commitment to sustainability measures up as a driver of consideration relative to other factors.

Experimenting with generative AI should be controlled and guided by clear and transparent policies, which are sorely lacking. Only 22 percent of companies have generative AI policies, and only 21 percent have an AI ethics policy or responsible AI principles, according to a recent survey.

Ally Schnitzer, retail media lead at PepsiCo, shared the company’s approach to evaluating RMNs and integrating these platforms into their marketing plans.