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Search returned: 229 document(s).
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How AstraZeneca Turned Scope Data into Strategy
Event Recaps July 2, 2026AstraZeneca 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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How General Mills Rebuilt MarTech Procurement
Event Recaps July 2, 2026General Mills is rebuilding its marketing technology procurement model around governance and capability — not cost-cutting. The approach may offer a replicable framework for marketers navigating fragmented vendor portfolios and constrained budgets.
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How Prudential Finance Is Implementing AI While Maintaining Compliance
Event Recaps June 18, 2026Prudential Financial's Jennifer Massicotte shows how embedding AI into each phase of the marketing lifecycle could turn compliance from a bottleneck into a competitive advantage. Her framework may offer a replicable model for marketers in regulated industries seeking speed without sacrificing governance.
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Shifting Procurement's View of Marketing From 'Cost Center' to 'Business Investment'
Event Recaps June 16, 2026Google'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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An Agency CEO Calls for Marketers and Partners to Focus on Consumer Connection
Event Recaps June 13, 2026Andrew Graff, CEO of Allen & Gerritsen, argues that brands are too focused on deliverables and not enough on consumer connection. His "life share" framework may reshape how agencies and marketers measure relevance and drive growth.
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A Holding Company CFO Gives Her Take on Evolving Client-Agency Relationship Models
Event Recaps June 10, 2026WPP Deputy CFO Diane Holland argues the traditional agency model is no longer sufficient as artificial intelligence (AI) and data reshape client expectations. Her keynote at the ANA Advertising Financial Management Conference suggests blended compensation models and outcome-based thinking may define the next era of client-agency relationships.
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New Research Reveals a Stunning Gap Between Influencer Investment and Campaign Measurement
Event Recaps June 9, 2026Influencer marketing is scaling fast, but agency compensation models are struggling to keep pace. A first-ever ANA study reveals that half of marketers lack full visibility into how their influencer budgets are allocated — a gap that may undermine performance and negotiating leverage.
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Programmatic Media: Resources
ASK Answers June 1, 2026What are some trends and best practices in programmatic media buying?
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CMOs Allocate 15 Percent of Budgets to AI, but Readiness Lags
Marketing News May 12, 2026CMOs now direct 15.3 percent of marketing budgets to AI, yet only 30 percent report mature readiness to scale those efforts. The gap between AI ambition and execution may be widening as flat budgets and underdeveloped infrastructure put growth goals at risk.
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Is Internal Financial Pressure Forcing Questionable Media Buys? | On Scope
Podcast Clips April 8, 2026With new research from the ANA showing a growing investment in principal media, despite brand-side governance concerns, On Scope host Mike Berberich and show producer Ryan Dinger wonder if top-down organizational pressure might be forcing marketers to invest in media buys that they don’t have the utmost confidence in.
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Salary Benchmarks and Hiring Trends
ASK Answers March 26, 2026What are current marketing salary benchmarks and hiring trends?
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Marketers Seize More Control of Their Ad Buying Efforts
Trends and Technology March 23, 2026Media buying has transformed in the last several years due to the growing complexity of media purchasing dominated by digital platforms. Amid the upheaval, marketers are attempting to seize more control of their media-buying strategy.
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ANA: Only Half of Marketers Have Full Visibility into Payments for Influencers
Marketing News March 10, 2026Just about 50 percent of marketers have full visibility into the exact payment amounts provided to influencers while many of them do not have full visibility into agency compensation, according to the "Influencer Marketing Agency Compensation " study released late last month by the ANA.
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WPP Announces Major Overhaul
Marketing News March 2, 2026WPP launches Elevate28, a major restructuring that unifies the company into four global units, aiming to simplify operations, spur growth, and compete amid sweeping industry consolidation.
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The NGLCC Outlines the Critical Role LGBTQ Supplier Diversity Plays in Brand Growth
Event Recaps February 27, 2026Brennan McNell from the National LGBT Chamber of Commerce (NGLCC) discussed how marketers can drive economic equity through the supply chain. This session moved the conversation from "charity" to "business growth," showing how diverse supplier partnerships fuel innovation and community wealth.
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Marketing Procurement
ASK Answers January 29, 2026What are some approaches brands are using to manage procurement?
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Best Practices in Martech Procurement
Event Recaps January 7, 2026With the explosive growth of AI comes a rising demand for marketing technology to meet the moment. Procurement must be smarter about the technology their marketers are currently using. Aaron Riippa has been leading the martech procurement charge at General Mills, managing over $1 billion in annual spend across software, AI solutions, and media/creative services.
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Procurement Management Plan Template
Tools January 1, 2026A template to define the procurement requirements framework for a project.
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Financial Resource Request Form
Tools January 1, 2026A form that allows staff to explain and justify why they would like to spend money.
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Bigger B2B Marketing Budgets for 2026 Raise Expectations
B2B December 29, 2025In a year characterized by high tariffs and economic uncertainty, a boost in B2B marketing budgets for 2026 signals confidence in marketers' ability to spike the top and bottom lines, at least on paper. However, a closer look reveals a more complicated story.
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