Marketing Knowledge Center
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Leading Edge
Being a Certified B Corporation Is No Easy Task – But Totally Worth It
As cited by B Lab, over 8,000 companies worldwide are Certified B Corporation businesses, but fewer than 2 percent of advertising agencies in the U.S. and Canada have earned this status. Achieving B Corp Certification signals to the world that you think deeply about the impact your business has on employees, clients, communities, and even the planet.
Pulse
The 2024 Multicultural Excellence Awards Spotlighted Marketers Who Aided and Lent Visibility to the LGBTQ+ Community
Members of the LGBTQ+ community often face circumstances that, at best, elide them from popular culture, or, at worst subject them to outright violence. Empathetic marketers recognize the injustice of such treatment and at times find opportunities to combat it. The 2024 Multicultural Excellence Awards took notice of such efforts undertaken in the past year and celebrated them.
On Scope
The Performance Marketing Fallacy with Maggie Gross
Deloitte Digital’s Maggie Gross joined the show to discuss the origins of how branding and performance marketing have become siloed, how senior marketers can better sell branding to the C-suite, and tips for how to more accurately measure branding efforts.
Brand Partnerships and Co-Branding 101
ANA’s Ask the Expert research service answers the question, “How can my brand partner with others to maximize our marketing output?"
Marketing to African Americans
How can my brand connect with African American audiences?
AARP’s "Embrace Your Inner Dragon" Campaign
AARP strives to enhance the quality of life for all as we age, celebrating unique traditions such as Lunar New Year and the Year of the Dragon. To achieve this aim, AARP has committed to reaching diverse, multicultural, and multigenerational audiences, focusing on Asian Americans and Pacific Islanders (AAPIs), the fastest-growing segment of the U.S. population.
Ad Council Uses Emotional Ad to Educate Hispanic Communities on Alzheimer’s
The Ad Council, in partnership with the Alzheimer's Association, educated Hispanic pre-care partners on the information necessary to detect early signs of Alzheimer’s with an emotional campaign.
Advocacy Organization’s Call to Action for LGBTQIA+ Safety in Canada
Egale Canada used an unraveled Pride flag to raise awareness about underreported anti-LGBTQIA+ hate crime incidents.
Global CMO Growth Council Delegate Handbook
Delegates are united by shared leadership and a commitment to advancing the global marketing agenda. The Growth Council provides a platform for CMOs to tackle common challenges together while learning from one another.
Recap: The 2024 Global CMO Growth Summit
Over 250 CMO delegates, collectively representing over 50 percent of the world’s marketing investments, concluded the 2024 Global CMO Growth Summit with a shared commitment to accelerate progress toward Growth Council priorities for 2025.
Creative Excellence from Cannes LIONS
Adding to the Growth Council’s Position on Generative AI, CMOs and other thought leaders have shared examples of how leading brands across many industries are successfully implementing Generative AI into their marketing strategy.
Becoming a Zero-Waste Marketer: Sustainability from Personal to Professional to the Planet
In this session, Dan Dipiazzo from the Georgia Aquarium explored how marketers can impact the world we share by taking a zero-waste approach to their professional activity, and how sustainability starts with a personal commitment to creativity, learning, and growth.
The LEGO Group: Building the Future Brick by Brick
In this session, Chief Product and Marketing Officer Julia Goldin highlighted the LEGO Group’s approach to engage new audiences by embracing digital transformation and inclusivity, ensuring that the brand resonates with both traditional fans and a new generation of builders.
You’re Only As Good As Your Team
Through personal experience, real-world examples, and actionable insights, this session explored what’s important to elevate performance and unlock potential whether you are leading a marketing team or working within one.
What to Include in Your MMM Request for Proposal
A comprehensive guide outlining eight essential components to include in a Marketing Mix Modeling (MMM) Request for Proposal, from defining objectives and methodology requirements to ensuring data security and validation processes.
Infographic: Why Consumers Want to Be Part of Certain Brand Communities
This infographic from Inspira Marketing analyzes several trends in consumer-brand relationships to determine what it is exactly that makes brand communities tick.
TAG US Ad Fraud Savings Report
TAG’s 2024 US Ad Fraud Savings Report quantifies the financial savings achieved as a result of cross-industry efforts to reduce ad fraud in the digital advertising ecosystem.
Starting Points for Online Shopping Journeys in the Last Six Months
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.
2024 U.S. B2B Media Spend by Channel
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.
Forecasting 2025 U.S. B2B Media Spend by Channel
Winterberry Group, a management consultancy, shares a projection for the U.S. B2B sector’s media expenditures on each channel in 2025.
21st Century Marketing Manifesto Best Practices Guide
This manifesto will discuss the modern marketing dilemma and status quo, and then describe the different kind of thinking required to manage modern marketing performance.
ABM Account Plan Canvas 2025
Use our ABM Key Account Plan Canvas to create a simple, one-page action plan for each of your target accounts.
ABM Buying Committee Diagram
Use our ABM Buying Committee Diagram to build an organizational chart of the buying committee at one of your target accounts.
ABM Campaign Plan and Checklist
Use our ABM Campaign Planning Tool to plan and execute successful ABM campaigns.
ANA In-House Agency Fact Book — 2025
The ANA In-House Agency Fact Book explores the capabilities, organizational chart (where provided), and other key data points of some of the best in-house agencies in the industry.
My Voice Matters: Inclusive Marketing Excellence
Learn how inclusion impacts decision-making, career progression, and belonging across the marketing and advertising industry. This study provides actionable insights to help organizations create environments where every professional can thrive.
Programmatic Transparency Benchmark: December 2024 Findings Update
The ANA announced findings from its 2024 Programmatic Transparency Benchmark Study, which provides a unified measurement framework to the programmatic advertising industry. The study finds 7.9pp improvement of ad spend efficiency, but less than half of spend reaches consumers.
Training Takeaways
Get smarter at a glance with career-critical insights drawn from expert-led trainings.
Eight Tips for Aligning MarTech with Strategy
Integrating marketing technology (MarTech) with marketing strategies is the deliberate alignment of your technology resources with your marketing objectives and the specific actions planned to accomplish those objectives. To achieve this integration, consider eight tips, drawn from the ANA’s on-demand training course, “Introduction to MarTech.”
Four Tips for Discovering and Distilling the Insights Necessary for a MarTech Assessment
Learn how to uncover your organization’s MarTech needs and challenges while aligning with key stakeholders.
Four Tips for an Effective MarTech Business Case
Learn the four key communication objectives, which, if followed, will give your MarTech business case clarity and earn it a receptive audience.
Videos
A library of ANA on-demand conference sessions and highlights, webinars, podcasts, and original video content.
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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.