Planning for Transition
The business of marketing has changed profoundly during the COVID-19 pandemic, and it will transition again when a “new normal” sets in. While challenging times like these require marketers to be nimble, they also call for an actionable plan for the path forward to optimize marketing performance.
Moving forward, our goal is to give you the resources you need to prepare your brand or business for marketing post-crisis. In addition to our current offerings, we will be updating this page frequently with new articles, playbooks, toolkits, best practices, and events to help guide your decision-making. If you have content you would like to share with the broad marketing community, please let us know at content-submit@ana.net.
Virtual Events
In February
Essential Content
Brought to you by the ANA
- ANA/Reed Smith Legal Guide: The Impact of COVID-19 on Brand Advertising and Marketing (Downloadable Guide)
- Resource List of Certified Diverse Suppliers for Marketing/Advertising
- 2020 Best Practice Guidelines for Agency Search Consultants
- In-House Media Best Practices
- The ANA/Reed Smith Response to COVID-19 (Presentation)
- Ask the Expert: The Marketer's Guide to Coronavirus Response
- The New Reality: A Guide to Marketing in a Post-COVID-19 World
- ANA Playbooks:
- New ANA Agency Search and Selection Playbook
- Agile Marketing Playbook
- Brand Activation Toolkit
- Demand Generation Program Playbook
- Event Marketing Plan Playbook
- Influencer Marketing Playbook and Toolkit
- Marketing Disruption Toolkit
- Public Relations Crisis Playbook
- The COVID-19 Production Playbook: What Brands Need to Know About Post-Lockdown Production
- Webinar Program Playbook
Tools for Brand Purpose
- How ANA Members Make A Difference
- Beyond Profit Podcast: A Discussion with Steve Gross of Life Is Good Playmakers
- Beyond Profit Podcast: A Discussion with Curaleaf CMO Jason White
- Beyond Profit Podcast: Ethics Expert Rob Chestnut on Acting with Integrity
- Beyond Profit Podcast: A Discussion with Standard Textile’s Judy Sroufe
- A Playbook for Discovering Brand Purpose
- How Purpose Powers B2B Growth (B2B Marketing Series)
- Beyond Profit Podcast: A Discussion with SAP CMO Alicia Tillman
- Beyond Profit Podcast: Rishad Tobaccowala
- Beyond Profit Podcast: Aria Finger, DoSomething.org
Topics On Demand
Available to ANA members only
Agency Relations
- Save Your Agency-Client Relationships from Drowning in The Pandemic Sea
- From Out-House to In-House: Why the Transition Doesn’t Stink
- Data Tips from Google During COVID-19
- Six Ways to Redesign Scope of Work Programs in Uncertain Times
- COVID-19’s Impact on Creative, Marketing, and Digital Teams
Brand Management
- Brands Step Up Their Sustainability Efforts
- How Your Brand Can Win When You’re Being Outspent
- Owning Game-Changing Subcategories, the Only Way to Grow (B2B Marketing Series)
- Durex: Safety Inside Out
- How to Make the CFO Your Marketing BFF
- Why COVID-19 Is Driving a Marketing Revolution (ANA magazine, October 15, 2020)
- Business to Business? Think 'Brand' to 'Build'
- Sports Have Become a Jump Ball for Marketers
- The Post Pandemic Pivot: How Cross-Screen Attribution and State-Of-The-Art Data is Solving for the Challenges of Tomorrow
- Navigating B2B Buyer Sentiment During a Time of Uncertainty
- Navigating For Collective Trauma
- Coca-Cola’s Global Story, Shot Entirely From Home
- Mastercard: The Process and Future of Sonic Branding
- How Twitch Is Changing the Game
- How to Elevate Your B2B Marketing Experiences With Data + Real-Time Creative
- SurveyMonkey: A Consolidated Approach to Product Marketing
- Wyndham Hotels & Resorts: How a Hotel Company is Handling the Largest Crisis in Industry History
- UPS Bakes Digital Transformation Into the Brand (ANA magazine, August 12, 2020)
- How Brands Can Progress in Times of Crisis
- Reputation, Relevancy, and Response: Adjusting Advertising in 2020
- Pearle Vision: The Art and Science of Effective Brand Positioning During COVID-19
- Crayola's 'At Home Creativity' During COVID-19
- Oxygen for Growth: The Art of Doing More with Less with your Marketing Budget
- How Local Will Lead the Way Out of the Crisis (Marketing Maestros, May 27, 2020)
- Experience Will Drive the New Normal Post–COVID-19 (Marketing Maestros, April 29, 2020)
- Trust in a Time of Uncertainty: A Guide from LinkedIn
- Staying Connected in the Midst of COVID-19: An Advertiser’s Guide to Navigating a Rapidly Changing World
- Advertising and Media Will Help Lead Us Through This; Trust and Transparency Will Be Key
- Strategies for Marketing During Coronavirus
Content Marketing
- Keeping America Safe
- Let Brand Be Your Guide in the Move to Digital
- Doubling Down on Digital
- What You (Really) Need to Know About B2B Intent Data
- B2B Demand Generation: Top Five Ways to Use Video Content to Generate and Qualify Leads
- Marketing Leaders Panel: Bridging to 2021
- A Crisis Draws B2B Marketers Closer to Their Customers
- Now Is the Time for B2B Content (ANA magazine, September 9, 2020)
- Time to Double Down on Humanity
- Production Best Practices During COVID-19
- How RXBAR Partnered with Influencers to Develop an Online Community During COVID-19
- Tackling the Challenges Presented by COVID-19 in Content Development and Production
Corporate Social Responsibility
- You Can’t Cancel Pride
- How Brands are Encouraging People to Vote
- How to Plan and Deliver More Inclusive Media
- Taking a Stand on Systemic Change (ANA magazine, August 19, 2020)
- How Gen Z Will Save Us and Their Impact on Business
Customer Experience
- Grey Goose: Bringing People Into the Brand
- Customer Insight-Driven CX Excellence Must Be a Core Competency. . .During the Pandemic and Beyond
- Embracing the New Reality by Focusing on the Familiar
- How to Superpower Customer Experiences in B2B
- From Marketing in an Ever Changing World to Marketing in a World We've Never Seen
- Creating the Special COVID-19 Interactive Edition of Mount Sinai Science and Medicine Magazine
- Monetizing the New Path to Purchase
- Catering to a New Breed of Shopper (ANA magazine)
- Content For Everyone, Everywhere They Go
- Airlines Keep Marketing Efforts Afloat Amid Pandemic
- Enhancing Marketing For Your Business and Your Channel Partners Starts With Listening
- Are Immersive Experiences Still Possible During a Pandemic?
- Understanding and Serving Consumer Needs During COVID-19 and Beyond
- The Pandemic Is Redefining the Customer Experience (ANA magazine, July 29, 2020)
- Customer Experience in the Post-COVID-19 Era
- Customers and Employees Still Need Your Empathy Post-COVID
- LinkedIn and Marketing in the COVID-19 Age
Direct Marketing
- How Data-Driven Creative Powers Better Direct Marketing Results
- Strategies and Insight from EEC Email Marketer Pollard Award Winner
- Why Email Hygiene is Mission-Critical During These Challenging Times
- Keeping Email Campaigns Healthy During the Coronavirus (ANA magazine, April 29, 2020)
- Email Marketing for Sensitive Times
Government Relations
- Issues to Watch for in Washington & the States
- Government Relations Amid a Pandemic and Presidential Election
Leadership
- B2B Marketers Embark on Homeric Journey
- Organizational Transformation During Turbulent Times
- Marketing at the Speed of Change
- The Importance of Team Agility in Uncertain Times
- Media Transformation and Changing the Timing of the Television Upfront
- PwC: Leveraging Your COVID-19 Strategy to Strengthen Your Marketing Agility and Performance
- Can-Do: How Marketers Are Driving the Agenda in Extraordinary Times
Legal Affairs
- Past, Present, and Future Walk into a Bar: What Does the New World Order Look Like in a Post-COVID-19 World, and What Will We Bring with Us from the Past?
- Food Marketing: All the Issues
- Privacy Issues for Advertisers in an Era of COVID and CCPA
- What's Happening at the ANA
- COVID-19 Legal Impact on Brand Advertising and Marketing
Media Measurement
- Media 2020: A MediaSense Report
- What’s in Store for Marketers Once Cookies Bite the Dust?
- Roadmap for Using Data and Insights to Market Confidently in an Uncertain Time
- Planning Through the Pandemic, Political and the Improbable
- Building Trust and Transparency in Data
- What's Next for Audience Targeting and Attribution
- The Secret to Advertising During a Crisis? Keeping the Data Close
- Media Spending in an Uncertain Environment
- Recession-proof? Strengthening Your Brand in Turbulent Times
Production
- Resource List of Certified Diverse Suppliers for Marketing/Advertising
- How to Manage Advertising Production’s Bigger Picture
- To Produce or Not to Produce
- The Next Normal: Surprisingly Positive Outcomes of Production Post-COVID
- The COVID-19 Production Playbook: What Brands Need to Know About Post-Lockdown Production
Purpose-Driven Marketing
- Carhartt Wears Its Brand Purpose Well
- Gillette Treo
- #PlayApartTogether: Promoting Social Distancing
- Leaning into the Prudential Mission By Activating Brand Purpose in a Time of Crisis
- Living Our Story - In the Good Times and the Bad
- Stepping Up As a Force for Good and a Force for Growth
- Turning Mayhem into Momentum
- Where Does It Hurt?
- Marketing With a Purpose: Practical Ways to Walk the Walk
- Contributing to a World That Works for Employees and Everyone Else
- Leading With Purpose, Innovation, and Agility
- Nonprofit Community Takes Swift Action (ANA magazine, April 20, 2020)
- Connecting with Donors in Times of Physical Distancing and Economic Uncertainty
Relationship Management
- The New WFH Approach to Loyalty
- Unlock Growth Through Loyalty
- How Brand Positivity Overcomes Cultural Stress
Social Media
- The Evolution of Social Advertising in 2020
- The Conversation: Today & Tomorrow In Tweets
- Marketers Search for Light in the ‘Dark Web’
- How Brands Should Navigate Social Advertising After COVID-19
- LinkedIn Digs Deeper for Marketers
- Pinterest Creative Agency Advertising Guide
- How These Brands Helped People During COVID-19
- Ally Financial: Innovating and Evolving Through Social Media During Uncertain Times
- Influencer Marketing Essentials – Now and Beyond
Trends
- Looking Further With Ford: A Trends Report
- A Bright Outlook for Digital Out-of-Home Advertising
- Four Ways Fresh Data Can Make or Break Your 2021
- 2021 Trends: Key Considerations for B2B Marketers
- Post Pandemic: The Affect/Effect on Sponsorship
- Future of Programmatic Report, 2021 Edition
- The Future of Search Marketing: What's Now. What's Next.
- Digital Ad Spending and Trends in 2021: eMarketer’s Outlook
- How the Pandemic Has Changed Consumers, and What to Expect in 2021
- COVID-19: How Vietnam Beat Rest of the World
- Despite Cutbacks, CMOs Remain More Optimistic than CEOs
- ANA 2020 Marketing Word of the Year
- The Refracting Nature of COVID-19
- Are You There, America? The U.S Census and What It Takes To Count 328 Million
- Consumer Neuroscience Report, 2020 Edition
- Five Marketing Strategies for the Historic 2020 Holiday Season
- The Future of Content: How Brands Can Adapt to the New Normal
- Global Business Trends to Watch
- Building a Marketing Survival Toolkit
- The End of Marketing As We Know it
- The Reinvention of Normal: Lessons on Adapting and Advancing Your Business During a Pandemic
- Ad Industry Economic Update
- The Keys to Direct-to-Consumer Success
- Airlines and Hospitality: The Values of Loyalty in a Crisis
- Open for Business
- Navigating the New Video Landscape
- Making Films That Don't Feel Like They Were Made During the Pandemic
- ADT Security: Commercial Production During A Pandemic
- Systematic Creativity Can Accomplish Meaningful Innovations That Drive Business Results
- Experiential Marketing Amid COVID-19
- Going Digital: Helping Bars & Restaurants Adapt to COVID-19
- Face Masks in Advertising
- Using Data To Bring Value and ROI To Your Email Marketing Campaigns During Times of Crisis
- A New Concern Among Consumers: Brand Safety
- Understanding and Serving Consumer Needs During COVID-19 and Beyond
- The New Marketing Landscape: Post-COVID-19 and Beyond
- Navigating Uncertainty: The Protector, the Pragmatist, and the Prevailer
- 5 Ways the Media Landscape Will Transform Post COVID-19
- Back to School 2020 Trend Guide
- Stepping Up Big-Time (ANA magazine, August 3, 2020)
- Improving Data and Creating Pandemic Personas
- How Marketers Must Adjust to the New Trial Mentality
- A Guide to Growth Marketing During COVID-19
- No More Digital Dilly-Dallying (ANA magazine, June 24, 2020)
- Navigating Changing Consumer Behavior during COVID-19
- Preparing for the Next Normal (ANA magazine, July 15, 2020)
- Marketing in Anxious Times: People’s Psychology Is Changing
- Five Ways Marketing Could Be Different Post-COVID-19 (Marketing Maestros, May 25, 2020)
- How Multicultural Marketers are Navigating COVID-19
- COVID-19 Marketing Recovery Best Practices: Lessons from Brands in China
Virtual Event Planning
- Hot Wheels Legends Tour: Extending the Success of an Experiential Program with Digital Content in the Age of COVID-19
- Levelling Up: COVID-19 and Esports
- Connecting at a Distance: How Honeywell is Embracing Virtual Brand Experiences
- Lessons Learned from Going Virtual
- Strategies Behind the Best Virtual B2B Events
- How to Create Engaging Virtual Events during Social Distancing and Beyond
- Pivoting to Virtual Experiences and Events
- Adapting Experiential Marketing in the Era of COVID-19 Using Experiential Relationship Management
- The Trade Show Must Go On (ANA magazine, June 17, 2020)
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