RSS Feed for most recent: ANA Marketing Knowledge Center https://www.ana.net/mkc Sun, 26 Jul 2026 03:46:42 -0400 Sun, 26 Jul 2026 03:46:42 -0400 Commerce discovery is shifting from store shelves and search bars to creators, social platforms, and AI agents. Jason Goldberg of Publicis Groupe explains what that convergence could mean for how brands are found and bought. https://www.ana.net/miccontent/show/id/er-2026-07-dsmc-jul26-jason-goldberg Sat, 25 Jul 2026 00:00:00 -0400 Event Recaps In this month's marketing news quiz: a new season of State Farm's gaming reality TV series, Febreze's latest ad campaign tied to a popular sport, a nostalgic giveaway from Werther's, and more. https://www.ana.net/magazines/show/id/qz-2026-07-24-marketing-news-quiz Fri, 24 Jul 2026 13:15:00 -0400 Marketing News Quiz The FCC is set to vote on repealing a decades-old broadcast ownership cap that could reshape local television ad markets. The shift may affect inventory availability, pricing leverage, and campaign reach for brand advertisers. https://www.ana.net/magazines/show/id/news-2026-07-24-policy-brief Fri, 24 Jul 2026 12:00:00 -0400 Marketing News PepsiCo, Cinemark, and the Campbell's Co. are rewriting the CPG playbook with culture-driven activations and purpose-led strategy. Five emerging trends reveal how food and beverage marketers may need to rethink growth in an omnichannel, health-conscious landscape. https://www.ana.net/miccontent/show/id/ii-2026-07-cpg-food-marketing Fri, 24 Jul 2026 00:00:00 -0400 Leading Edge Artificial intelligence (AI) governance, trust, and brand visibility are reshaping how marketers operate, as sessions at a recent ANA members-only conference hosted by Toyota surfaced urgent questions about measurement and autonomy. Marketers who cannot distinguish platform performance from real business outcomes may face growing opportunity costs as agentic systems move faster than their organizations can govern. https://www.ana.net/miccontent/show/id/ii-2026-07-tech-moc-takeaways Fri, 24 Jul 2026 00:00:00 -0400 Leading Edge At the 2026 ANA Digital & Social Media Conference, Lauren Boros, VP of streaming solutions at Disney Advertising, shared how brands can move beyond traditional advertising by connecting them to the stories, characters, and cultural moments audiences care about most. Boros said brands can build authentic connections with fandoms, creating engagement and business results that extend far beyond a single campaign. https://www.ana.net/miccontent/show/id/er-2026-07-dsmc-jul26-angela-hanks Fri, 24 Jul 2026 00:00:00 -0400 Event Recaps Kimberly-Clark cut CPMs 20 percent and reduced buying from nearly 29,000 sites to about 1,700 by applying log-level data to supply-path decisions. The approach may offer a replicable model for marketers seeking media efficiency without sacrificing quality. https://www.ana.net/miccontent/show/id/er-2026-07-dsmc-jul26-mairi-fogle Fri, 24 Jul 2026 00:00:00 -0400 Event Recaps Quick-service restaurant brands are caught in a promotion loop that may be quietly eroding brand equity. Overreliance on limited time offers could train customers to wait for deals rather than choose a brand by default. https://www.ana.net/miccontent/showvideo/id/pp-2026-07-ana-qsr-limited-time-offers-trap Fri, 24 Jul 2026 00:00:00 -0400 POVs Only a quarter of marketing leaders call themselves highly advanced in adopting emerging martech tools, a new CMO Council study finds. Organizational silos may be blocking companies from scaling AI's business value. https://www.ana.net/magazines/show/id/news-2026-07-23-cmo-council-martech-mastery Thu, 23 Jul 2026 15:30:00 -0400 Marketing News This MarTech Mastery Workshop focused on how CMOs and marketing technology leaders can unlock greater value from their technology investments through more effective integration strategies. It examined how connecting systems enables more seamless data flow, improved collaboration, and greater operational efficiency across marketing and broader enterprise environments. https://www.ana.net/miccontent/show/id/kp-2026-06-cmomm-may27-value-integrations Thu, 23 Jul 2026 00:00:00 -0400 Knowledge Partners At the 2026 ANA Brand Masters Conference, Andrew Tindall, chief growth officer at System1, shared findings from more than 1,260 U.S. and European campaigns showing that brand building has become more closely connected to business results even as advertising has become less effective at growing brands. https://www.ana.net/miccontent/show/id/er-2026-05-bic-may26-andrew-tindall Thu, 23 Jul 2026 00:00:00 -0400 Event Recaps AI is reshaping how brands manage digital assets, and the stakes for brand consistency are rising. Digital asset management systems may now serve as critical infrastructure — saving teams as many as 18 hours a week while tightening governance across the enterprise. https://www.ana.net/miccontent/show/id/aa-2026-07-dam-best-practices Thu, 23 Jul 2026 00:00:00 -0400 ASK Answers Manscaped CMO Marcelo Kertész reveals how culture-led creative helped the brand escape the performance-marketing ceiling and stretch into facial grooming. The strategy may offer a replicable model for challenger brands seeking mental availability beyond their founding category. https://www.ana.net/miccontent/show/id/er-2026-05-bic-may26-marcelo-kertesz Thu, 23 Jul 2026 00:00:00 -0400 Event Recaps Only 35 percent of marketers meet the basic benchmark for foundational marketing knowledge, signaling a widening skills gap that AI is accelerating. New frameworks, hiring strategies, and training resources may help marketing teams build the durable capabilities needed to stay competitive. https://www.ana.net/miccontent/show/id/aa-2026-07-talent-skills Thu, 23 Jul 2026 00:00:00 -0400 ASK Answers In this webinar, Katherine Versteegh and Senny Boone walked through the latest developments in Washington that impact your growth this year — postal rates, policy, and data privacy. https://www.ana.net/miccontent/showvideo/id/wv-2026-6-npf-260617 Thu, 23 Jul 2026 00:00:00 -0400 Webinar Rewinds The best agencies today are doing more than managing campaigns, they’re building technology to make their marketing services smarter, faster, and more effective. In this session, Net Conversion pulled back the curtain on how technology is transforming the modern performance agency. https://www.ana.net/miccontent/showvideo/id/wv-2026-06-comww-220272 Thu, 23 Jul 2026 00:00:00 -0400 Webinar Rewinds At the 2026 ANA Brand Masters Conference, Lauren Anderson of Amazon Ads and Sara Lara of Lexus shared how brands can drive awareness, affinity, and business outcomes by identifying unexpected cultural opportunities. Through examples spanning Domino's, PetArmor, Nespresso, and Lexus, they demonstrated how customer insight, cultural relevance, and creative ambition combine to create iconic brand experiences. https://www.ana.net/miccontent/show/id/er-2026-05-bic-may26-lauren-anderson Thu, 23 Jul 2026 00:00:00 -0400 Event Recaps BERO, the non-alcoholic beer brand founded by actor Tom Holland, is launching limited-edition Spider-Man-themed cans tied to the July 31 theatrical release of "Spider-Man: Brand New Day." The move could signal how celebrity-founded brands are leveraging entertainment IP to reach new consumers in a crowded non-alcoholic beverage market. https://www.ana.net/magazines/show/id/news-2026-07-22-bero-spider-man-collectible-cans Wed, 22 Jul 2026 16:00:00 -0400 Marketing News At the 2026 ANA Masters of Data Conference, Matt Ryan, senior director of donor experience analytics, research, and insights at ALSAC/St. Jude Children's Research Hospital, explored how organizations can modernize analytics functions through investments in self-service analytics and analytics engineering. He provided a practical framework for building trusted data foundations, accelerating insight generation, and enabling better decision-making at scale. https://www.ana.net/miccontent/show/id/er-2026-04-data-apr26-matt-ryan Wed, 22 Jul 2026 00:00:00 -0400 Event Recaps At the 2026 ANA Masters of Data Conference, Henry Innis of Mutinex and JD Prater of Ting explained how Ting used agentic marketing mix modeling to move from delayed measurement to a continuous decision loop. By reallocating spend across channels and markets based on model-informed insights, Ting improved performance, achieved its most orders ever, lowered CAC, and generated ROI gains without adding new budget. https://www.ana.net/miccontent/show/id/er-2026-04-data-apr26-henry-innis Wed, 22 Jul 2026 00:00:00 -0400 Event Recaps Applebee's CMO Michelle Chin reveals how a 45-year-old restaurant chain is reclaiming cultural relevance through heritage, value, and creator storytelling. Her 2026 ANA Brand Masters Conference session shows how brand identity and front-line experience may be the most durable marketing tools a legacy brand has. https://www.ana.net/miccontent/show/id/er-2026-05-bic-may26-michelle-chin Wed, 22 Jul 2026 00:00:00 -0400 Event Recaps At the 2026 ANA Digital & Social Media Conference, Lauren Boros, VP of streaming solutions at Disney Advertising, shared how brands can move beyond traditional advertising by connecting them to the stories, characters, and cultural moments audiences care about most. Boros said brands can build authentic connections with fandoms, creating engagement and business results that extend far beyond a single campaign. https://www.ana.net/miccontent/show/id/er-2026-07-dsmc-jul26-lauren-boros Wed, 22 Jul 2026 00:00:00 -0400 Event Recaps A cryptic "TS" billboard for "Toy Story 5" sparked fan theories and earned media across three cities — without revealing a thing. The campaign shows how creative restraint in out-of-home advertising may generate more audience engagement than information-heavy executions ever could. https://www.ana.net/miccontent/show/id/ii-2026-07-ooh-anticipation Wed, 22 Jul 2026 00:00:00 -0400 Leading Edge Kraft Heinz and the Walt Disney Company announce a multi-year alliance placing 10 brands across Disney parks, cruise ships, and media platforms. The deal could reshape how food brands pursue cultural relevance through experiential and entertainment partnerships. https://www.ana.net/magazines/show/id/news-2026-07-21-kraft-disney-alliance Tue, 21 Jul 2026 14:00:00 -0400 Marketing News New state laws are forcing advertisers to disclose when generative AI creates synthetic performers, and California may soon follow New York's lead. Marketers who act now on transparency could reduce compliance risk and build consumer trust before regulation tightens further. https://www.ana.net/miccontent/show/id/ii-2026-07-synthetic-performers-ethics Tue, 21 Jul 2026 00:00:00 -0400 Leading Edge