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Ethics Issue Alerts
ANA Ethics Code of Marketing Best Practices
The ANA Ethic Code of Best Marketing Practices is a framework of high-level principles, guidelines, resources and examples of ethical marketing and advertising best practices applicable to all entities engaged in marketing, advertising, and fundraising.
Industry Insights
Measure Up: Incremental Versus Ad-Attributed Sales
Consider a consumer searching for sunscreen in May. She may begin with a general search for products to protect against the sun. She may see an ad for a product on TikTok or Instagram, before researching, and ultimately purchasing the product, when it goes on sale from Amazon. What part of the customer journey can be ultimately attributed for her purchase?
Industry Insights
National Junk Food Day: Showcasing Successful Campaigns
In light of these biological underpinnings of our taste for cheese curls, potato chips, and bob-bons, we can perhaps feel justified if we periodically indulge our taste for junk food. And what better time than July 21st, National Junk Food Day. As we prepare to celebrate this auspicious occasion, take a peek at a few of the campaigns used to promote some of the more indulgent snacks in the food pyramid.
Ethical Marketing
How can brands ensure they are accountable to consumers?
Event and Experiential Marketing
What are current trends and best practices for event and experiential marketing?
Deloitte Celebrates Women in Business During the WNBA Playoffs
Deloitte showcased its commitment to women during the WNBA playoffs via four national TV spots celebrating women business leaders.
How ZS Created Leads with AI Generated Display Ads on a Budget
With a total budget of $161,255, ZS deployed a set of AI-generated display ads to position itself as the technology brand that health care companies could partner with to create the future of the industry.
Juniper Networks Sponsors an F1 Team to Influence ITDMs to “Demand More”
The Juniper Networks “Demand More” campaign leveraged a pivot to a bold, brand-first media approach, encompassing the company’s first forays into sports sponsorship and TV advertising. Having the courage to divert demand media spend paid off big time, as both brand and demand metrics went through the roof.
How CMOs Are Shaping Their GenAI Future
According to our 2024 survey in partnership with Boston Consulting Group (BCG), of over 200 CMOs in seven countries, CMOs increasingly view generative AI (GenAI) not only as a way to improve efficiencies but also to unlock growth.
2024 CMO’s Guide: A Compendium of Cases from Brands Driving Business Growth and Innovation with Generative AI
Adding to the Growth Council’s Position on Generative AI, CMOs and other thought leaders have shared examples of how leading brands across many industries are successfully implementing Generative AI into their marketing strategy.
The ANA Global CMO Growth Council Position on Generative AI — June 2024
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.
Dunkin' at TwitchCon
Prior to the national launch of their new drink — Sparkd’ Energy — Dunkin’ made a splash at TwitchCon, the preeminent convention for gamers and livestreamers. Learn how Dunkin’ showed up in an authentic way that resonated with the gaming community, while building brand love and hype for Sparkd’ Energy.
Gay Is Ok Everyday: How Lush Supports Queer Rights
As a response to the alarming “Don't Say Gay” law coming into effect in Florida, Lush created its gold, sparkly “#Gay is OK” soap that supports LGBTQ2+ rights and Equality Florida, the largest civil rights organization dedicated to securing full equality for Florida's LGBTQ2+ community.
Smirnoff’s Guide to Genuine and Enduring LGBTQ+ Marketing
In this presentation, Stephanie Jacoby, Senior Vice President of Smirnoff, discussed the importance of a genuine and enduring commitment to the LGBTQI+ community, especially during a time when it can feel like diversity and self-expression are more under threat than ever before.
Beyond Basics: Unveiling the Secondary Benefits of Sponsorships
This report from SponsorUnited outlines the multitude of secondary benefits that come from strategic sponsorships.
Customer Loyalty in Shared Mobility Situations: Spain
A study of user behavior in the shared mobility (i.e., vehicle sharing) market in Spain, including user preferences, loyalty, frequency of use, average ticket, and other relevant indicators.
Boom Time: Social Media Ad Spend Set to Explode in 2024
After nearly two years of constant talk about a recession and its downward impact on digital advertising revenue, the official numbers are in. 2023 was a banner year for advertising, with advertising spending a record $225 billion in the U.S. alone.
In 2023, Diverse-Owned Media Climbed to 2.5 percent of the Mix
Marketing solutions provider Guideline shares data that illustrates the gains made by diverse-owned media in the 2020s.
The 2020s: A New Era of Digital's Global Preeminence Over Linear TV
Marketing solutions provider Guideline tracks the proportion of media mix devoted to digital, on the one hand, and linear TV, on the other, in the first quarters of 2022, 2023, and 2024 in the U.S., the U.K., China, Australia, Canada, and New Zealand.
Ranking the Most Valuable B2B Brands, 2024
Representatives from Deloitte, Stein IAS, and Brand Finance identify the most valuable B2B brands of 2024.
E-commerce Quick Win Package
ANA's E-commerce Quick Win package includes a high-level cheat sheet and a comprehensive, customizable checklist to guide you through every step of the way when activating and growing ecommerce at your company.
E-commerce Cheat Sheet
Use this cheat sheet to learn about marketing's role in e-commerce and how to overcome common pitfalls.
E-commerce Checklist
Use this checklist to help you take a systematic approach to activating and growing e-commerce at your company.
ABM Strategy Playbook
Follow this simple step-by-step guide to develop an account-based marketing (ABM) approach and strategy.
2024 ANA Business Marketing Practice — Marketing Impact Measurement Study
This study and “first-look” discussion guide report explores how to address the “snowflake” problem — that every senior marketing role appears to be uniquely defined. Aspects of the study included C-suite interviews, extensive marketing literature, and contextual industry analysis.
Programmatic Transparency Benchmark
The ANA and TAG TrustNet have released early findings from their first quarterly Programmatic Transparency Benchmark Study, which seeks to collect, reconcile, and analyze ANA members’ log-level data to establish supply chain metrics against which individual can regularly assess their own programmatic campaigns.
Cost of the Pitch II: The Rise of Value
The 2024 "Cost of the Pitch II: The Rise of Value" report builds upon a previous 2023 report, delving deeper into the evolving dynamics of value within client-agency relationships and the factors for a successful long-term client-agency relationship.
Training Takeaways
Get smarter at a glance with career-critical insights drawn from expert-led trainings.
Aligning the Customer Journey to Goals: Lead Gen Versus Retention
The USPS offers examples of how you can tailor your customer journey to either lead generation or retention.
Four Tips for Finding Your Most Valuable Direct Mail Audience
To make direct mail more effective with segmentation, you have to know how to categorize your audience. Finer, more granular audience targeting will focus your message on those who will be the most receptive to it. To achieve just this, consider four tips drawn from the ANA’s Affiliate Training Program, The USPS Advanced Marketing Certificate Program.
Three Advantages of Direct Mail Retargeting Technology
Direct mail retargeting delivers multiple touchpoint opportunities for customers who have engaged with your brand. This technology provides consistency across touchpoints as customers consider and evaluate decisions while navigating their path to purchase. Adopting this approach offers marketers three key advantages as “front-end” activity triggers valuable responses on the back end of the technology.
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.