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Trends and Technology
Can Spokescharacters Make People Talk More About Brands?
Brand spokescharacters are having a renaissance as companies scramble to fuel engagement in an increasingly crowded marketplace. Whether it's enduring spokescharacters, such as the Green Giant and the Kool-Aid Man, or edgier mascots, including the Duolingo owl, brand mascots not only fuel engagement but provide some levity to consumers and additional opportunities for integrated marketing.
Pulse
Navigating the MarTech Maze: How Industry Leaders Stay Ahead
Marketing technology (martech) offers endless possibilities — and equally abundant challenges. How do leading organizations maintain their competitive edge as budgets tighten and customer expectations soar? A recent session at the ANA AEF Future of Marketing Leadership Conference at Columbia Business School featuring marketing technology leaders from the NFL, Verizon, and Barclays revealed that success isn't just about implementing the latest AI tools — it's about building the right foundation, breaking down organizational barriers, and developing talent strategies that work.
Leading Edge
The Sales and Marketing Disconnect: Bridging the Gap
Before businesses can start bridging the gap between marketing and sales departments, it’s vital to first acknowledge the all-too common disconnect.
TV Ad Production Basics
How does my brand manage a television/video production shoot?
Marketing with Celebrity Spokespeople
How can my brand effectively use a celebrity spokesperson?
AARP’s "Embrace Your Inner Dragon" Campaign
AARP strives to enhance the quality of life for all as we age, celebrating unique traditions such as Lunar New Year and the Year of the Dragon. To achieve this aim, AARP has committed to reaching diverse, multicultural, and multigenerational audiences, focusing on Asian Americans and Pacific Islanders (AAPIs), the fastest-growing segment of the U.S. population.
Ad Council Uses Emotional Ad to Educate Hispanic Communities on Alzheimer’s
The Ad Council, in partnership with the Alzheimer's Association, educated Hispanic pre-care partners on the information necessary to detect early signs of Alzheimer’s with an emotional campaign.
Advocacy Organization’s Call to Action for LGBTQIA+ Safety in Canada
Egale Canada used an unraveled Pride flag to raise awareness about underreported anti-LGBTQIA+ hate crime incidents.
ANA Calls for an Industry-wide Pause to Sharpen Our Skills: The ANA Global Day of Learning — A Collective Reset for Marketers
The ANA’s CMO Group reflects on the last four years of the organization’s “Global Day of Learning” program.
Global CMO Growth Council Delegate Handbook: March 2025
Delegates are united by shared leadership and a commitment to advancing the global marketing agenda. The Growth Council provides a platform for CMOs to tackle common challenges together while learning from one another.
Global CMO Growth Council Delegate Handbook
Delegates are united by shared leadership and a commitment to advancing the global marketing agenda. The Growth Council provides a platform for CMOs to tackle common challenges together while learning from one another.
Legal Risks and Rewards of Loyalty Programs
Loyalty programs are notoriously heavily regulated, but their popularity with consumers often makes them an important part of a seller’s marketing plan. This session provided a lively discussion of the laws regulating loyalty programs and the risks and “rewards” of offering them.
Loyalty Programs Are for B-to-B Too
For Andersen Corporation, it doesn’t make sense to have a consumer loyalty program. Instead, Andersen focuses on their professional customers. They’ve designed the Certified Contractor Program for home improvement contractors and the Select Builder Program for custom residential builders.
ANA/AEF Martech Talent Pipeline Initiative
The MarTech industry is currently facing a significant talent shortage making it challenging for companies to fill crucial roles. In this session, learn how to support a monumental shift to build a much-needed MarTech talent pipeline.
Lessons From Super Bowl LIX for Year-Round Marketing Success
System1 shares insights drawn from the 2025 Super Bowl’s slate of advertisements and its own proprietary ad-testing platform.
How to Bridge the Gap in Retail Media Measurement
Daniel Cinquegrano of Goodway Group shares insights on how brands can maximize the benefits of retail media.
Beyond Innovation: Transforming Partnerships for Lasting Value
Agency Mania Solutions explores what innovation truly means in today’s economic landscape and how it can be brought to life through enhanced client-agency relationships.
The Decline in Interactions with Branded Social Media Posts
Interactions with branded social media content peaked in 2017 and have been slumping ever since, according to data from marketing solutions and insights firm XPLAIN.
The Percentage of Programmatic Ad Spend by Marketplace Type
The ANA shares data that reveals the percentage of programmatic ad spend devoted to open marketplaces and to private marketplaces, making those calculations both including and excluding CTV.
Marketers' Favorite KPIs for Retail Media Networks, 2024
The ANA shares survey data that reveals the KPIs that marketers most prefer to use in gauging the success of their use of retail media networks.
Buyer Persona Needs Analysis Quick Win
This structured framework helps you analyze and document the needs of your buyer personas using a simple "When I am in a situation, I want to accomplish a goal so that I can achieve an outcome" approach. This method ensures that your solutions align directly with your personas' real-world challenges.
Buyer Persona Analysis Quick Win
A simple yet powerful Buyer Persona Analysis Template helps you create detailed customer profiles, understand their behaviors and needs, and align your strategies accordingly.
Customer Segment Analysis Quick Win
The Customer Segment Analysis Template is designed to help you categorize and evaluate customer segments based on four key factors: demographics, psychographics, behavior, and environment.
Customer Solution Definition Quick Win
Use this simple yet powerful framework to clearly define the customer problem, evaluate their current approach, and showcase the transformational value of your solution. This approach helps position your solution as a breakthrough innovation rather than an incremental improvement.
The AI Marketing Transformation: Moving Forward, at Different Speeds
With over 400 responses to our membership survey, ANA presents a clear picture of what key marketers think of the AI transformation (hint: it's curious and optimistic), the ways that marketers are testing and implementing, and how they see the future of AI moving forward.
ANA In-House Agency Fact Book — 2025
The ANA In-House Agency Fact Book explores the capabilities, organizational chart (where provided), and other key data points of some of the best in-house agencies in the industry.
My Voice Matters: Inclusive Marketing Excellence
Learn how inclusion impacts decision-making, career progression, and belonging across the marketing and advertising industry. This study provides actionable insights to help organizations create environments where every professional can thrive.
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.
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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.