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ANA Survey Reveals ‘Accountability’ is the Top Concern for Senior Marketers

NEW YORK – March 5, 2013 – The most important issue that senior marketers face in 2013 is accountability, according to a new survey by the ANA (Association of National Advertisers). Integrated marketing communication and aligning the marketing organization with innovation ranked second and third.

Bob Liodice, ANA, president and CEO said earlier this year that accountability is at the heart of the industry’s agenda and ANA’s. ANA brings continued emphasis and attention to industry accountability and measurement through 3MS (Making Measurement Make Sense), brand specific commercial ratings, Ad-ID and the ascension of the Media Ratings Council as the centralized, standard setting measurement body. Additionally, ANA will be adding important training and development courses to its School of Marketing portfolio later this year.

The following is ANA’s ranking of marketers’ top ten issues:

  1. Accountability
  2. Integrated marketing communication
  3. Aligning the marketing organization with innovation
  4. Building strong brands
  5. Media proliferation
  6. Globalization of marketing efforts
  7. How to get great advertising creative that achieves business success
  8. Attracting and retaining top talent
  9. Consumer control over what and how they view advertising
  10. Growth of multicultural segments

The top four issues of concern to marketers have remained constant since 2006, although their precise ranking has shifted over the years.

The survey was taken by 155 marketing executives online in December 2012 and January 2013. Survey respondents have an average of 18 years of experience in the marketing / advertising industry. The last time ANA conducted this survey was 2010.

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About the ANA

The mission of the ANA (Association of National Advertisers) is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.

Press Contacts

Luna Newton
CooperKatz & Co. for the ANA
lnewton@cooperkatz.com
917.595.3061

Marcus Hardy
CooperKatz & Co. for the ANA
mhardy@cooperkatz.com
917.595.3043