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B2B Marketer

Digital B2B Content Needs an Overhaul

Bombarded by marketing content for nearly the past two years, B2B buyers are feeling burned out and are dramatically reducing their content intake. But that doesn’t mean brand managers can let up when it comes to developing their messaging efforts. To the contrary, CMOs and marketers have to stir their creative juices to develop the kinds of campaigns that have a touch of fun and, perhaps more important, treat their customers like humans.

by Michael Bradford, December 1, 2021

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ANA Magazine


From brand activation to major initiatives, ANA magazine covers the latest news and insights to give marketers the perspective they need to drive growth.
ANA Magazine

Brands Offer Consumers an Escape from the Mundane

by Chris Warren, 1 week ago

A growing number of consumers are looking for an escape from the familiar as they start to venture out and the pandemic starts to wane. Some niche brands are responding to the call by touting the unique experiences they have to offer while encouraging consumers to unplug from their digital devices.

ANA Magazine

What a Hot Job Market Means for Brand Teams

by Chuck Kapelke, 1 week ago

To push back against the tide of the “Great Resignation,” agencies and brand-side marketers need to focus on building a people-first workplace. They have to be flexible when it comes to where people want to work and reassure current and prospective employees that their time is valued — inside and outside of the office. Companies demanding that people constantly be in the office are going to lose.

ANA Magazine

Marketers Greet the Metaverse

by Anne Field, 2 weeks ago

Originally the stuff of science fiction, the metaverse is on the verge of reality. Companies are taking an incremental approach to entering what is a very complex universe for brands — and people — to navigate.

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B2B Marketer


Through case studies, interviews, and expert advice, B2B Marketer provides the strategic and tactical edge marketers need to convert today’s always-on buyers.
B2B Marketer

Digital B2B Content Needs an Overhaul

by Michael Bradford, 1 day ago

Bombarded by marketing content for nearly the past two years, B2B buyers are feeling burned out and are dramatically reducing their content intake. But that doesn’t mean brand managers can let up when it comes to developing their messaging efforts. To the contrary, CMOs and marketers have to stir their creative juices to develop the kinds of campaigns that have a touch of fun and, perhaps more important, treat their customers like humans.

B2B Marketer

A B2B Content Marketing Quandary

by John Wolfe, 2 weeks ago

B2B marketers continue to struggle with developing thought leadership content that will grab their customers and prospects and drive new revenue, new research suggests.

B2B Marketer

Email Marketing Is Changing

by Marie Griffin, 3 weeks ago

Marketplace and industry factors are forcing marketers to adopt new metrics for measuring email engagement, and they’re taking a close look at the value (and content) they’re providing to customers and prospects while they’re at it.

Greater Good


Highlighting brands that lead with purpose, Greater Good, produced by the ANA Center for Brand Purpose, celebrates organizations that aim to do good for humanity.
Greater Good

Constructive Capitalism

by Anne Field, 1 week ago

Through activism, home-grown fair trade supply chains, and organic products, soapmaker Dr. Bronner’s stays true to its founder’s legacy.

Greater Good

A Recipe for Employment

by Anne Field, 1 month ago

Determined to put the company's unique hiring model on the map and increase job opportunities for people facing employment barriers, Greyston Bakery CEO Joseph Kenner is breaking down barriers and driving change.

Greater Good

Fashioning a New Market

by Matthew Schwartz, 3 months ago

Mindy Scheier initially met resistance from fashion brands when she tried to convince them about the benefits of developing adaptive clothing lines. However, in just a few years she’s turned the tide, working with a growing number of companies to design clothing lines catering to people with disabilities. According to the World Bank, one billion people throughout the world have some form of disability.

Forward


Tackling issues on the bleeding edge of marketing, Forward provides thought leadership from sponsoring partners.
Forward

Building a Culture of Innovation

by Skyler Mattson, 2 days ago

Successful leaders understand that a culture of innovation is built on strong teams. Here, corporate leaders from Pfizer, Blue Shield California, Johnson Controls, BECU, and Webex provide insight into what it takes to build those teams and inspire real change.

Forward

Marketing to the Corners of the Mind

by Kate Bentsen, 1 week ago

In this interview, Jon Gibs, global director of advertising science at Spotify, who oversees the brand’s measurement, research, and audience solutions, shares findings from recent research about audio and what it means for brands.

Forward

Cross-Platform Measurement and the Key to Unlocking Buyer Journey Knowledge

by John Brauer, 2 weeks ago

TV has changed. To reach the masses today, messages must appear everywhere people watch video. This means advertisers must embrace both linear TV and streaming. Cross-platform, unified impression measurement is now essential.

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