Marketing Knowledge Center
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Leading Edge
From Click to Brick: Bridging Digital and Physical Shopping Journeys
Attribution is at a critical juncture. So, what new innovations and solutions are available to help you keep up and achieve your goals? Consider the power of trusted location intelligence, fueled by AI. New developments in the space are unlocking untapped opportunities for marketers, providing rich insights into the customer journey from exposure to visits to purchase.
Smarties Awards
Abbott Revolutionizes Traditional Trade in Vietnam with a Data Program to Assist Retailers
Abbott created a data-collection program that gave retailers in Vietnam the power of first-party data analysis normally the province of large and sophisticated organizations.
Podcast Clips
Ad Taxes Would Be a Disaster: Here’s What You Can Do to Stop Them
The ANA’s Chris Oswald provides an update on where Congress stands with eliminating the advertising tax deduction and shares what marketing professionals and brands can do right now to ensure it doesn’t happen.
Color Marketing
How do brands use color effectively in their products and campaigns?
Loyalty Marketing
How can I encourage loyalty within my customer base?
Abbott Revolutionizes Traditional Trade in Vietnam with a Data Program to Assist Retailers
Abbott created a data-collection program that gave retailers in Vietnam the power of first-party data analysis normally the province of large and sophisticated organizations.
adidas Shares Local Flavor with Sneakerheads
adidas co-branded a new shoe in partnership with a legendary Dubai restaurant.
adidas’ "Running While Black" Docuseries Shows What True Commitment to Positive Change Looks Like
In the wake of Ahmaud Arbery’s heinous murder, adidas created a three-part docuseries meant to shine a light on dangers and discrimination Black individuals face while performing simple activities like running.
The ANA Global CMO Growth Council Position on Generative AI — September 24
The CMOs of the ANA Global CMO Growth Council community have steered the development of a common set of principles and guidance to help ensure that AI-based initiatives create value without harmful unintended consequences. The initial draft is available now for review and comment.
Global CMO Growth Council Leadership Assembly at Cannes LIONS 2024: Topline Recap and Key Takeaways
For the seventh consecutive year, the Global CMO Growth Council convened its leadership community at the Cannes Lions International Festival of Creativity. This pivotal forum brought together CMOs from top brands around the world to share progress and prioritize leadership initiatives for the remainder of 2024.
Executive Forum: Achieving Gold Standards in Brand-Building and Creative Effectiveness
This forum, conducted during the Global CMO Growth Council Leadership Assembly in Cannes, 2024, was dedicated to delegates connecting, learning, sharing, and challenging each other to raise our collective creative game.
How Kimberly-Clark Built a Dynamic Content Optimization Strategy with Real-Time Data
In this session, explore how Kimberly-Clark, home to household brands like Kleenex, Cottonelle, and Scott, dynamically delivers moment-based messaging personalized to the consumer while preserving consumer privacy.
How Pepsi’s In-House Studio Leans into Culture with Creativity
With over 40 brands and 300 creatives, learn how PepsiCo’s in-house agency stays on the forefront of culture and creativity with their latest social and influencer campaigns.
Marriott International: Redefining Hospitality Marketing with Riott Haus Creative
Riott Haus Creative is the in-house creative agency of Marriott international. Learn how Riott Haus developed and produced the "Score Big with Marriott Bonvoy Game Day Rituals" campaign for the 2024 NCAA March Madness tournament.
Programmatic Advertising 101: Everything You Need to Know to Build a Successful Campaign Strategy
Brand activation agency Inspira offers a thorough and helpful primer on programmatic marketing.
Inside the New Era of Fan Participation on YouTube
On YouTube, Gen Z has transitioned from passive consumers to active creators and shapers of culture. Learn three key strategies for brands to engage with this trend.
AI Enterprise Governance Checklist
When integrating AI into your agency management program, it's crucial to ensure the solution meets enterprise-grade standards. This checklist will help you assess and evaluate AI models to determine their suitability for your organization.
Comparing Project Management Tools
Grant Thornton breaks down the capabilities of the project management tools Wrike, Asana, Mavenlink, and ADO (Azure DevOps) as they apply to marketing operations.
The Attention Garnered by Each Media Channel, by the Numbers
National CineMedia (NCM) shares research that calculates the number of seconds during which viewers watch advertising on different media channels, including cinema, live sports, YouTube, Roku, Facebook, Instagram, TikTok, and mobile, among others.
Quantifying the Reach of Each Marketing Channel
TVB, a trade association representing America’s local broadcast television industry, shares data that gauges the reach of a wide array of different marketing channels, from broadcast TV, to email, to social media, to newspapers, and beyond.
ABM Account Plan Canvas 2025
Use our ABM Key Account Plan Canvas to create a simple, one-page action plan for each of your target accounts.
Advertising Calendar and Budget Template 2025
Use this to organize your advertising campaigns. Track media types, due dates, and budget info.
Agile Content Marketing Calendar 2025
Use this calendar template to keep track of your content marketing efforts through an agile approach.
Blog Post Syndication Calendar 2025
A report to track editorial calendar opportunities and their associated deadlines.
Sustainability in Media Planning: How Brands Can Start Reducing Carbon Emissions in Advertising
The ANA's Media & Measurement Leadership Council, an activist group of brand advertiser's chief media and research officers, and Scope3 share practical studies and examples of how and where marketers can make sustainable advertising a reality through their influence in the ecosystem.
Data Visualization Playbook: A Picture Is Worth Infinite Words
ANA's Data Excellence and Privacy Practice's Data Visualization Playbook aims to equip marketers and practitioners with practical techniques and best practices to harness the full potential of data visualization.
Retail Media Networks: Optimism Tempered with Caution
While retail media networks (RMNs) have been around for well over a decade, they have really come into their own over the past few years. This ANA report concludes that, “Retail media networks have a measurement issue...and therefore better measurement of RMNs is clearly required.”
Training Takeaways
Get smarter at a glance with career-critical insights drawn from expert-led trainings.
Eight Tips for Aligning MarTech with Strategy
Integrating marketing technology (MarTech) with marketing strategies is the deliberate alignment of your technology resources with your marketing objectives and the specific actions planned to accomplish those objectives. To achieve this integration, consider eight tips, drawn from the ANA’s on-demand training course, “Introduction to MarTech.”
Four Tips for Discovering and Distilling the Insights Necessary for a MarTech Assessment
Learn how to uncover your organization’s MarTech needs and challenges while aligning with key stakeholders.
Four Tips for an Effective MarTech Business Case
Learn the four key communication objectives, which, if followed, will give your MarTech business case clarity and earn it a receptive audience.
Videos
A library of ANA on-demand conference sessions and highlights, webinars, podcasts, and original video content.
Explore ANA Content Channels
Blogs
Read our latest blogs examining game-changing campaigns and industry research, providing actionable takeaways from ANA events, and highlighting advocacy initiatives and regulatory issues.
Marketing Futures
With a focus on exploring innovative topics and demystifying emerging trends, ANA Marketing Futures is a crossroads for marketers to discuss, debate, and prepare for the future of marketing.
ANA Magazine
Find coverage specific to B2B, B2C, and social impact; get expert insights from content partners; and have fun with our weekly marketing news quiz.
Podcasts
Listen to insightful commentary and discussions concerning the future of marketing, the power of purpose, or legal aspects across the marketing stratosphere.