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Forward

Nostalgia Marketing in the Age of COVID-19

by David Ward, January 18, 2022

One of the ironies of the past two years is that while the pandemic accelerated the arrival of what were once thought to be future trends, it's also triggered an increased fondness for the past.

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Greater Good

Toys for Tots Broadens Its Impact

by Dominick Fils-Aimé, 3 days ago

Greater Good

Ice Cream Topped with Activism

by Brion O’Connor, 1 week ago

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

Can You Relate?

by Matthew Schwartz, 2 weeks ago

The traits associated with empathy have been part of the marketing mix for years. But COVID-19 has dramatically, and perhaps permanently, altered the framework when it comes to how brands communicate with their audiences.

ANA Magazine

The Race Is On for Retail Advertising

by Chris Warren, 3 weeks ago

Retail media advertising is helping major brands keep pace with consumers who have shifted a lot of their spending to e-commerce amid the pandemic. But the market may be in danger from oversaturation and issues with data privacy.

ANA Magazine

Branding Out of Thin Air

by Chuck Kapelke, 1 month ago

Deepfake technologies, or synthetic media, have advanced rapidly in the past few years, spawning a range of applications that could have profound implications for marketers. For all its potential, however, synthetic media presents thorny ethical and legal questions for brands and organizations.

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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

Setting a Brand-New Stage for B2B Buyers

by Marie Griffin, 1 week ago

Improving the customer experience (CX) is a major priority for B2B marketers, according to a recent Forrester study, as companies look for new and creative ways to deliver their content across the purchasing landscape. Having comprehensive measurement programs may be half the battle.

B2B Marketer

A New Year Brings in Sharper Collaboration for B2B Players

by Marie Griffin, 1 month ago

B2B brands continue to struggle getting the most out of their marketing technology stack. The problem ranges from a lack of training among sales and marketing teams to the integration of all of their disparate software programs. But that's starting to change, as companies put more strategies in place based on collaboration.

B2B Marketer

Digital B2B Content Needs an Overhaul

by Michael Bradford, 1 month 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.

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

Toys for Tots Broadens Its Impact

by Dominick Fils-Aimé, 3 days ago

The venerable Toys for Tots program, run by the United States Marine Corps Reserve since 1947, launched an initiative with the Marine Toys for Tots Foundation to provide toys, books, and other gifts to Afghan children who have been granted asylum in the U.S. The aim is to offer some comfort and hope to these young refugees as they adjust to their new lives.

Greater Good

Ice Cream Topped with Activism

by Brion O’Connor, 1 week ago

As head of global activism strategy, Christopher Miller advances numerous social causes to grow the Ben & Jerry's brand.

Greater Good

Committed to Empowering Breast Cancer Survivors

by Brion O’Connor, 1 month ago

Led by Faye Nelson, the nonprofit Casting for Recovery provides women a therapeutic technique to aid their recovery from breast cancer.

Forward


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

Nostalgia Marketing in the Age of COVID-19

by David Ward, 2 days ago

One of the ironies of the past two years is that while the pandemic accelerated the arrival of what were once thought to be future trends — including marketing automation, contactless retail, and virtual reality as a collaborative productivity tool — it's also triggered an increased fondness for the past.

Forward

Four Things Marketers Need to Know About OOH for 2022

by Anna Bager, 1 month ago

Changes wrought by the pandemic offer marketers the opportunity to leverage new technologies in out-of-home advertising. Here are four things marketers should consider about OOH in 2022.

Forward

Bridging the Gap Between Marketing Strategy and the Customer Experience

by Mirko Holzer, 1 month ago

There is no doubt that marketing operations — the layer between marketing strategy and customer experience — is making an impact today. However, marketing ops is ripe for exponential improvements in both efficiency and effectiveness through next-generation technology. A new study from BrandMaker offers insights into how to move forward.

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