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  • How AstraZeneca Turned Scope Data into Strategy

     Event Recaps   July 2, 2026  

    AstraZeneca manages more than 1,000 scopes of work annually and is using aggregated scope data to shift procurement from cost control to investment strategy. The approach could reshape how marketers and agencies collaborate on staffing, pricing, and asset decisions.

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  • From MarTech Chaos to B2B Growth Engine

     Event Recaps   July 1, 2026  

    John Hardy of the ANA and Robert Tas of McKinsey & Company introduced a new B2B marketing technology (martech) playbook built on global CMO research. They outlined how leading organizations align marketing and sales, integrate martech systems, and use data and AI to orchestrate account-based journeys that drive pipeline and revenue growth.

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  • ANA VP Peter Kenigsberg Breaks Down the Current State of In-House Agencies

     Pulse   June 29, 2026  

    Creative complacency and disruption driven by artificial intelligence (AI) are reshaping what in-house agencies must prove to survive. A new ANA report reveals how teams are repositioning from cost centers to strategic partners — and what metrics could make or break that shift.

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  • The Futureproof Project: AI Is a Friend, Not a Foe, to in-House Agencies

     Event Recaps   June 25, 2026  

    At the 2026 ANA In-House Agency Conference, Lauren Evans and Adam Kleinberg of Traction shared how in-house teams can turn AI into a strategic advantage. Drawing from insights from the Futureproof Project community, they explained how to integrate AI into operations, redesign organizational structures, and build scalable systems that enhance both efficiency and creative output.

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  • From Cost Center to Value Creator: Scaling a Modern In-House Agency

     Event Recaps   June 24, 2026  

    At the 2026 ANA In-House Agency Conference, Jared Martin, VP of creative and video at Fiserv, shared a practical framework for transforming in-house creative teams into value-driving organizations. By leading like entrepreneurs, measuring cost avoidance, and scaling through cross-training, internal agencies can shift from order-takers to strategic business partners.

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  • When Talent Is Everywhere, Hire for Hunger

     Leading Edge   June 22, 2026  

    As layoffs reshape the talent market, marketing leaders face a new challenge: identifying hungry, high-impact hires. This essay argues that drive, curiosity, and initiative matter more than credentials in a crowded field.

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  • Shifting Procurement's View of Marketing From 'Cost Center' to 'Business Investment'

     Event Recaps   June 16, 2026  

    Google's David Kaul challenges procurement and finance leaders to stop treating marketing as a cost center and start measuring it as a growth engine. His framework — spanning AI maturity, time horizon, and capital allocation — could reshape how organizations evaluate marketing's return.

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  • Why Scope Management Success Starts Long Before Go-Live

     Partner Content   June 4, 2026  

    Fragmented SOW processes slow automation efforts across large advertisers. Drawing on Regeneron VP Sabrina Traskos' experience, this analysis explains why scope management success may depend more on organizational readiness than software selection.

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  • A Former Chief Data Officer at Mastercard Gives Her Tips for Agentic AI Preparedness

     Event Recaps   June 3, 2026  

    Agentic AI is moving from experimentation to production, and marketers may be unprepared for what that means for brand governance. JoAnn Stonier, former chief data officer at Mastercard, outlines how agent design, data readiness, and human oversight could define competitive advantage.

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  • How Marketing's Talent Strategy Must Evolve in the Age of AI

     Partner Content   June 2, 2026  

    Artificial intelligence is reshaping marketing talent strategy, forcing leaders to rethink how teams, workflows, and governance operate. Drawing on insights from BCG, McKinsey, and Wripple, the article outlines five structural shifts that could determine whether marketing organizations keep pace or fall behind.

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  • How the Medallion Mindset Allowed Mastercard to Leverage Data and AI More Reliably

     Event Recaps   June 2, 2026  

    Mastercard's Fabien Thiaucourt argues that AI's biggest limitation is not the technology but the data it is training on. His medallion framework could reshape how marketers structure data for speed, trust, and AI readiness.

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  • How Are Brands Ensuring Diversity Among Their Suppliers and Partners?

    ASK Answers   May 27, 2026  

    How are brands ensuring diversity among their suppliers and partners?

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  • In-Housing Creativity: A Conversation with Saatva's David Link

     Pulse   May 27, 2026  

    Saatva chief creative officer David Link reveals how a 16-person in-house team produces more than 100 social videos and multiple TV spots a year — while saving millions. His model may signal how brands can reclaim creative control without sacrificing quality.

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  • From Operations to Strategy: Elevating Marketing Ops as a C-Suite Partner

     Webinar Rewinds   May 21, 2026  

    In this webinar, Jennifer Greenwood, vice president of marketing operations at HUB International, shared how she transformed marketing operations into a strategic partner to the CMO and senior leadership.

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  • The "Doom Loop" Draining Your Agency's Best Talent

     Event Recaps   May 20, 2026  

    Agency workloads have doubled since the early 1990s while fee revenue per client has fallen by half, creating what strategist Michael Farmer calls a "doom loop." The cycle of rising output demands and shrinking fees may be permanently eroding the strategic capabilities brands need to grow.

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  • AI Agentic Series: How to Grow and Manage Your Agentic Team

     Knowledge Partners   May 20, 2026  

    In this session, Qualcomm's Jeremy Krall shared a phased, practical playbook for rolling out AI agents at enterprise scale, including where most programs break down, how to build organizational endurance, and why the teams that move fastest aren't always the ones that finish first.

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  • ANA CMO MarTech Mastery Series: Building High-Performing Teams and Culture

     Knowledge Partners   May 19, 2026  

    Marketing technology performance is ultimately a people and culture challenge. Even the most advanced MarTech stack will underdeliver without the right support. This MarTech Mastery Workshop focuses on how CMOs and MarTech leaders can build and lead high-performing teams and a winning culture capable of thriving amid constant change.

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  • B2B Sales and Marketing Alignment

     ASK Answers   May 12, 2026  

    How can I align my marketing and sales departments to improve leads and revenue?

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  • The Case for Building an End-to-End Delivery Model

     Partner Content   May 12, 2026  

    Why marketing teams need an end-to-end delivery model is becoming clearer as AI-powered creation accelerates work while exposing planning and governance gaps. The framework could improve speed to market, reduce rework, and clarify accountability across marketing, creative, and digital teams.

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  • Small Projects for Big Wins: A Practical Way to Ship Marketing Analytics

     Event Recaps   May 10, 2026  

    During the 2026 ANA Masters of Data Conference, Lily Herron, marketing analytics manager on the performance analytics team at ADT, argued that analytics teams can create faster business value by planning and delivering small, modular data projects instead of waiting to complete large initiatives. She outlined why small projects reduce operational friction, how component-based planning makes pivots survivable, and a four-step framework to connect technical work (such as MTA and MMM) to real marketing operations goals.

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