Search Marketing Knowledge Center

ANA/4A’s Agency Search Simplification Report

Research Reports September 29, 2022

The ANA and the 4A’s surveyed their respective members to understand the various pain points in the agency search process, as well as their value (or lack thereof) to the overall process. This report contains the results of that survey, as well as key findings, conclusions, and next steps.

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How Upwork Showed Hiring Managers a Whole New World of Candidates

In-House Excellence Awards September 25, 2022

Against the backdrop of The Great Resignation, Upwork’s “The Perfect Fit” campaign let panicked hiring managers know that finding the perfect candidate for their openings was as easy as visiting the Upwork website.

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What's the Right Agency Support Model for Your Organization?

Event Recaps September 23, 2022

Blue Chip agency leaders outlined the pros, cons, and best practices for two agency support models to help brands identify the right fit for their organization.

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Giving Teeth to Agency Evaluations

Forward September 22, 2022

Creating an effective action plan takes a focused effort, but when done well, it can strengthen client–agency relationships and lead to better work with greater returns. Here are the key elements to a good action plan and the steps required to build one.

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Reversing the Decline in CMO Tenure

Champions of Growth September 20, 2022

In our latest episode of ANA Champions of Growth, host Matthew Schwartz talks with Greg Welch, partner at executive search firm Spencer Stuart and founder of the company’s annual CMO Study, about how to reverse the downward trajectory in CMO tenure.

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How NI Used Change Management to Sell Its Updated Brand Purpose Internally

Podcast Shorts September 20, 2022

Tabitha Upshaw, senior director of brand, reputation, and impact at NI, shared how she and her team successfully sold the organization’s updated brand purpose to the staff, ensuring everyone bought in and began to use the purpose as the lens through which they make every decision.

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Cella: 2022 In-House Creative Industry Report

Event Recaps September 20, 2022

Cella gave an overview and deep dive into its latest creative industry report, shedding light on the issues in-house agencies are tackling.

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These Are the Qualities Shared by Marketing’s Longest-Tenured CMOs

Podcast Shorts September 20, 2022

What are some of the qualities shared by the industry’s most resilient and longest tenured CMOs? Greg Welch, partner at Spencer Stuart, reveals some of what he’s seen from a wealth of market research and during his many years working alongside these individuals.

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Chevron Redesigns Its Intranet to Be More Customized and Engaging

In-House Excellence Awards September 20, 2022

Chevron redesigned its intranet website to engage its workforce and create a better, more personalized web experience.

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Back to Basics for Agency-Client Relations?

Champions of Growth September 13, 2022

In our latest episode of ANA Champions of Growth, host Matthew Schwartz talks with Caroline Reed, founder and CEO of Creed Consulting, about how to improve agency-client relations and stem the growing tide of agency account reviews among brands and organizations of all stripes.

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2022 In-House Creative Report

Knowledge Partners September 13, 2022

This benchmarking report from Cella strives to gain insights into industry standards and best practices for in-house agencies, which will support marketers in driving business decisions and validating the direction of their efforts.

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When Brands Break Up

ANA Magazine September 9, 2022

Companies that break up into smaller companies create challenges for marketers. At the same time, breakups can enable brand marketers to align more closely with the goals of the new entity and compete more effectively against scrappier brands.

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This is How Square is Creating Valuable Content for Gen Z on YouTube

Podcast Shorts September 9, 2022

Mallory Russell discusses the types of educational and informational content her brand is producing on YouTube to help create better connections with the prized gen Z audience.

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Brands Seek Secret Formula for Attracting Talent

ANA Magazine September 2, 2022

As a hot job market continues and the Great Resignation lingers, companies such as Denny's, Pearle Vision, and EOS Products are turning to DEI and other meaningful initiatives to lure and retain top talent.

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The Latest Trends When It Comes to Hybrid and Remote Work

Industry Insights August 30, 2022

Paul Flaharty, executive director of the marketing and creative practice area at Robert Half, spoke to ANA recently about the latest hiring and retention trends. The company released finding from a recent survey it conducted (How Remote Work Is Impacting Productivity: 5 Trends For Dispersed Teams - Jul 6, 2022 (roberthalf.com).

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Stars Shed a Different Light on Advertising

ANA Magazine August 26, 2022

Celebrity-run ad agencies continue to proliferate, offering brands an unorthodox approach to marketing and advertising strategies. But while celebrity shops run by the likes of Shaquille O'Neal, Dwyane Wade, and Tony Hawk bring a certain glow to the table, brand managers need to approach such agencies with eyes wide open and make sure they're in sync with the brand's goals and objectives.

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The Value of a Solid Scope of Work Program

Forward August 25, 2022

A concise document describing the major initiatives and tangible deliverables the agency has been tasked to undertake and that details what is both in and out of scope helps avoid uncomfortable conversations later in the year (or project) when perspectives diverge. But sometimes overlooked is the effect a good scope has across the broader organization.

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Tips To Attract and Retain the Best Agency Talent

Industry Insights August 25, 2022

No doubt we’ve all grown weary from reading endless articles about the current talent drain in agencies. It is tiring, and quite frankly, depressing to constantly read about broken agency models. Staff turnover. The great resignation.

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