Search Marketing Knowledge Center

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Ask the Expert Answers December 6, 2022

ANA members have access to a free team of researchers who are able to pull the best content and resources for your marketing challenges.

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The Reconstruction of the Agency Landscape: Where Do We Go From Here?

Industry Insights November 30, 2022

The rising amount of pressure agencies and marketing teams are under has been becoming clearer. The state of the economy has restricted budgets, paused investments, and slowed down business deals, to name a few of many mounting challenges.

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How Client-Agency Teams Build Trust

Forward October 25, 2022

There are three key elements to building trust between marketers and their strategic partners in even the most competitive marketing categories. They are rooted in well-defined engagement terms, a belief that bold ideas are welcome, and a consistent dedication to the humans bringing these ideas to life. Here's where marketing and agency partners can invest to develop trust and build long-term relationships that thrive.

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Agency Account Reviews Are Increasing

ANA Magazine October 14, 2022

The pandemic jolted many brands into beefing up their digital marketing and some into switching their ad agencies. But while the tumult caused by COVID-19 has subsided, the pace of account reviews has only accelerated.

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Agency Feedback and Performance Evaluation

Ask the Expert Answers October 12, 2022

How can I give my agency effective, actionable feedback?

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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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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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Agency Partnerships for 2030

Event Recaps September 22, 2022

With 65 percent of marketers going beyond traditional agencies to work with specialists and media platforms, how will the future of integrated marketing affect agency partnerships? R3’s Greg Paull shared a forecast on agency models, ways of working, and which model might be best suited for the future.

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Is Your Preferred Partner Program Painful or Prosperous?

Knowledge Partners August 19, 2022

Agency Mania Solutions highlighted the value to brands of preferred partner programs, also known as P3.

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Resource List of Certified Diverse Suppliers for Marketing/Advertising

Industry Insights June 6, 2022

To help the marketing/advertising community, the ANA has curated a list of certified diverse suppliers that work in our industry.

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Winning Your RFP in 2022 — What You Need to Know

Event Recaps May 17, 2022

Email Connect, Synchrony, and Salem Web Network discussed how brands can avoid the traps normally associated with poor RFP outcomes.

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Winning Your RFP in 2022 — What You Need to Know

Conference Sessions May 17, 2022

In this video, Email Connect, Synchrony, and Salem Web Network discussed how brands can avoid the traps normally associated with poor RFP outcomes.

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Simplifying the Search Process

Conference Sessions May 4, 2022

To identify and address how the industry can enhance the agency search process, the ANA and the 4A’s released a survey for clients and agencies to identify misalignments. In this video, they shared key takeaways from the survey and best practices to simplify the RFx process.

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The Value Equation: How to Get the Most Value from Your Agency

Event Recaps May 3, 2022

In this session, learn why Fig Agency CFO and Partner Richard Tan believes the approach to agency engagements needs to evolve for today's world. He outlined several ways for both brands and agencies to adjust their approach to their partnerships that will be mutually beneficial and generate more value.

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Maximizing the Client-Agency Relationship

Conference Sessions May 3, 2022

In this video, industry experts discussed challenges to fostering a healthy client-agency relationship and offered insights for how to overcome those challenges, optimize the relationship, and maximize marketing and business success.

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Maximizing the Client-Agency Relationship

Event Recaps May 3, 2022

Client+Agency SYNC Co-Founders and ANA Enterprise Curriculum Facilitators Anne Murray and Dan Wald discussed the existing challenges to fostering a healthy client-agency relationship and offered insights for how to overcome those challenges, optimize the relationship, and maximize marketing and business success.

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The Value Equation: How to Get the Most Value from Your Agency

Conference Sessions May 3, 2022

In this video, learn why Fig Agency CFO and Partner Richard Tan believes the approach to agency engagements needs to evolve for today's world. He outlined several ways for both brands and agencies to adjust their approach to their partnerships that will be mutually beneficial and generate more value.

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Client-Side RFPs Have Been Focusing on the Wrong Things

Soundbites May 2, 2022

Greg Paull, principal at R3, explains why client-side marketers have to change their mindset when it comes to RFPs, both to save time and their sanity.

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