Marketing Knowledge Center | ANA

Marketing Knowledge Center

Industry-best content to drive business decisions.

What's New


Industry Insights

Pathways to Transparent Media: The Growing Complexity of Today’s Media Buying

by Jacek Chrusciany, 10 hours ago

The role of a media buyer has shifted dramatically since the dawn of digital marketing. Gone are the days of phone negotiations for spots in local or national print. Today's buyers need to navigate a complex ecosystem, from the ad platforms such as DV360 and Meta to the burgeoning retail media networks of Amazon, Walmart, and the like.

Partner Content

How to Create Innovative Direct Mail Campaigns

by Christopher Karpenko, 10 hours ago

Tapping into imaginative, innovative direct marketing tactics can help businesses create integrated and interactive omnichannel campaigns that don't break the bank.

Champions of Growth Podcast

How Marketers Weather Climate Change

20 hours ago

Climate change is getting worse, with an increasing number of storms, wildfires, and downright freakish weather happening with increasing frequency. Randi Stipes, CMO of The Weather Company, joins host Matthew Schwartz to discuss how marketers can leverage weather-related data.

Quick Links

 

Ask the Expert Answers

Compendiums based on ANA Member research requests.

Case Studies

Results of award-winning marketing campaigns.

CMO Content

Insights driven by ANA’s CMO Growth Council.

Event Recaps

Summaries of presentations at ANA events.

Industry Insights

Blog posts written by ANA staff and outside contributors.

Knowledge Partners

Third-party content submitted by agencies and brands.

Money Slides

The best slides from presentations at ANA events.

Playbooks & Tools

How-to resources, including templates, guides, tips, and more.

Research Studies

Proprietary current practices and attitudes of marketers.

Training Takeaways

Career-critical insights drawn from expert-led trainings.

Videos

ANA's library of replays, highlights, and original video content.

ASK Answers

Compendiums based on ANA member research requests.

Marketing to the LGBTQ+ Community

1 week ago

How can I reach the LGBTQ+ community in a meaningful way?

Marketing in a Cookie-Less World

1 week ago

What strategies are developing for marketers to deal with the cookie’s eventual demise?

Case Studies

Results of ANA Award-winning marketing campaigns.

American Pie Actor Helps Promote Pie

3 days ago

Edwards partnered with American Pie actor Jason Biggs for a July 4 integrated marketing campaign to bring people together around their love of this tasty dessert.

Frito-Lay Celebrates Women’s Soccer Icons

3 days ago

Frito-Lay's Women’s World Cup campaign celebrated the greatness of women’s soccer to inspire a new generation and demonstrate how Frito-Lay snacks can elevate any sports-viewing experience. It focused on a new TV commercial, bringing together an inspiring cast of current and past icons in women’s soccer.

Kraft Infuses an American Classic with Asian Cuisine

3 days ago

Kraft Singles enlisted the help of a renowned innovative chef to reinvent the classic grilled cheese and tomato soup combo, creating grilled cheese and tomato “souplings.”

CMO Content

Insights driven by the ANA's Global CMO Growth Council.

Recap: Global CMO Growth Council Leadership Assembly | NYC

6 days ago

On April 25, 2024, the Global CMO Growth Council Leadership Assembly convened over 100 CMO delegates at the PwC Experience Center in New York to review progress on the key initiatives that are driving the marketing industry’s growth agenda forward.

A Definitive Guide for CEOs and CMOs to Jointly Unlock Growth from Marketing

1 month ago

This study, developed in partnership with McKinsey, provides a new perspective for unlocking marketing-driven growth - and has implications for CEOs, executive committees, C-Suites, and chief marketers.

IRG Impact Study Findings: Driving More Humanized Growth

5 months ago

In 2023, the Global CMO Growth undertook an important research initiative with Oxford University and the Institute for Real Growth to help elevate how the business community understands and values marketing, brand building, and creativity in driving growth.

Industry Insights

Blog posts written by ANA staff and outside contributors.

Event Recaps

Summaries of presentations at ANA conferences and committee meetings.

Best Practices of AI Governance

1 week ago

AI is a full-fledged reality for marketing organizations across industries of all sizes. Now comes a difficult challenge for operations leaders: how do you govern AI’s use across the organization? Krista Sande-Kerback offered platform-agnostic solutions to tame the AI beast.

EXOS: The Connective Tissue Between Marketing and Creative Operations

1 week ago

Scott Berchman, vice president of marketing and creative operations at EXOS, detailed the synergies between both operations functions, how agile methodologies impact accountability, and which AI tools EXOS are using today that will impact their creative operations tomorrow.

Lenovo: An Empath's Guide to Marketing Operations

1 week ago

No matter the processes and technologies you implement, at the end of the day, marketing operations is all about people. At Lenovo, Kayla Silverstein is building relationships across the organization, using storytelling to empower her marketing operations.

Knowledge Partners

Third-party content submitted by agencies and brands.

Media Agency New Business Barometer: Final 2023

1 week ago

The COMvergence New Business Barometer study provides a comprehensive assessment of the media agency performances in new business.

The Power of Sports on Local Broadcast TV

by Hadassa Gerber, 1 week ago

A survey of over 5,000 adults by Dynata Research reveals that linear TV is the preferred medium for viewing sports, demonstrating the significant influence of local broadcast TV on sports viewership and advertising impact.

Ads in Misinformation: An Ad Effectiveness Experiment

2 weeks ago

Zefr conducted an “ad effectiveness experiment to uncover the true impact of ads next to misinformation.

Money Slides

The best standalone PowerPoint slides from presentations at ANA events.

The Gender Pay Gap in Professional Sports

1 week ago

Diageo shares data that compares the average pay that male and female professional athletes receive for playing tennis, soccer, golf, and basketball.

The Growing Prevalence of In-House Agencies, by the Numbers

1 week ago

The ANA shares survey data that illuminates how more and more organizations have developed in-house agencies since 2008.

U.S. Women’s Sports Fan Demographics

1 week ago

Diageo shares demographic data that breaks down the genders, ages, income, education, and racial/ethnic identities of U.S. women’s sports fans.

Playbooks & Tools

How-to resources, including templates, guides, tips, and more.

E-commerce Quick Win Package

2 months ago

ANA's E-commerce Quick Win package includes a high-level cheat sheet and a comprehensive, customizable checklist to guide you through every step of the way when activating and growing ecommerce at your company.

E-commerce Cheat Sheet

2 months ago

Use this cheat sheet to learn about marketing's role in e-commerce and how to overcome common pitfalls.

E-commerce Checklist

2 months ago

Use this checklist to help you take a systematic approach to activating and growing e-commerce at your company.

ABM Strategy Playbook

2 months ago

Follow this simple step-by-step guide to develop an account-based marketing (ABM) approach and strategy.

Research Studies

Proprietary current practices and attitudes of marketers.

The Acceleration of Principal Media

2 weeks ago

Principal media has been getting increased attention, and marketers need to be aware and knowledgeable. This report provides detailed guidelines around areas including the importance of the client/agency contract, the approval process, and auditing.

Decoding Compensation Models and Implementing the Right Model

1 month ago

This executive-level guide is a joint initiative from the ANA and the 4A’s that outlines commonly used compensation models and provides foundational knowledge, definitions, best practices, and analysis of the pros and cons for each model.

ANA Collection of Summary Reports on Artificial Intelligence

1 month ago

The ANA presents a collection of 18 AI research reports that most closely align with the interests of marketers, summarized with key takeaways.

Training Takeaways

Get smarter at a glance with career-critical insights drawn from expert-led trainings.

Aligning the Customer Journey to Goals: Lead Gen Versus Retention

3 months ago

The USPS offers examples of how you can tailor your customer journey to either lead generation or retention.

Four Tips for Finding Your Most Valuable Direct Mail Audience

3 months ago

To make direct mail more effective with segmentation, you have to know how to categorize your audience. Finer, more granular audience targeting will focus your message on those who will be the most receptive to it. To achieve just this, consider four tips drawn from the ANA’s Affiliate Training Program, The USPS Advanced Marketing Certificate Program.

Three Advantages of Direct Mail Retargeting Technology

3 months ago

Direct mail retargeting delivers multiple touchpoint opportunities for customers who have engaged with your brand. This technology provides consistency across touchpoints as customers consider and evaluate decisions while navigating their path to purchase. Adopting this approach offers marketers three key advantages as “front-end” activity triggers valuable responses on the back end of the technology.

Videos

A library of ANA on-demand conference sessions and highlights, webinars, podcasts, and original video content.

Explore ANA Content Channels



Blogs

Read our latest blogs examining game-changing campaigns and industry research, providing actionable takeaways from ANA events, and highlighting advocacy initiatives and regulatory issues.


Marketing Futures

With a focus on exploring innovative topics and demystifying emerging trends, ANA Marketing Futures is a crossroads for marketers to discuss, debate, and prepare for the future of marketing.


ANA Magazine

Find coverage specific to B2B, B2C, and social impact; get expert insights from content partners; and have fun with our weekly marketing news quiz.


Podcasts

Listen to insightful commentary and discussions concerning the future of marketing, the power of purpose, or legal aspects across the marketing stratosphere.

Find What You’re Looking For

Search our extensive collection of best practices, event recaps, research reports, and more.

search