Brand/Marketing Innovation | ANA Growth Agenda | ANA

Brand/Marketing Innovation

Marketing's digital transformation presents enormous opportunities and implications for building brands and growing businesses.

To leverage this potential, the ANA works to highlight — and offer insight into — our industry's most innovative brands and campaigns, giving our members a broad network of intellectual capital they can tap into for inspiration and ideas.

The Challenge

As the more tedious and time-consuming media transactions become automated and marketers begin to fully leverage innovations like facial recognition, predictive analytics, and blockchain, companies will need to invest in the latest technology and infrastructure to meet new benchmarks of marketing success, create a compelling customer experience, and accurately measure the brand's overall value.

The ANA’s Response

Building a successful brand and leveraging innovations to keep it fresh requires a large investment in both time and resources. That's why we offer a robust selection of workshops and courses, along with thousands of videos, articles, and tools, to help members delve into the latest emerging trends and technologies.

Latest Content

Articles, insights, research, and more to advance your marketing and advertising.

Leading Edge

Coke's New Holiday Ads Are AI-Generated — Here's How They Performed

by Ian Forrester, 8 hours ago

It’s official: Coca-Cola is not always the real thing. The beverage brand recently got into hot water after remaking its classic festive ad campaign “Holidays Are Coming” using generative AI.

Leading Edge

How MFA and AI-Generated Content Are Reshaping Brand Safety

by Paul Bannister, 2 days ago

The internet is awash with Made-for-Advertising (MFA) sites and AI-generated content, creating a crisis of authenticity with practical implications for brand safety. The ANA’s bombshell Programmatic Media Supply Chain Transparency Report, and Adalytics’ scathing research on the ineffectiveness of traditional brand safety tools have brought about a paradigm shift.

Pulse

The Rise of AI Search: What Brands Need to Know

by Cynthia Ramsaran, 2 days ago

The marketing and advertising landscape is undergoing a seismic shift with the rapid rise of AI-powered search. Platforms like ChatGPT and Anthropic's Claude are quickly becoming the new front door for consumer product research and purchasing decisions, displacing traditional search engines like Google.

Featured Events

National, regional, and online events to help you learn and grow throughout the year.

Committees

Bringing marketers together to learn from each other and debate new approaches and solutions to industry hurdles.

A benefit of ANA membership, committee meetings feature a mix of member case studies, perspective from outside experts, and benchmarking/best-practice sharing that drive thought leadership on key industry issues. Each ANA committee meets three to four times per year and can be attended in person or remotely. Depending on the committee, 10 to 30 participants may attend — big enough for diversity of opinion, yet small enough for more intimate exchanges.

See the Growth Agenda in action and learn more about how, as an industry, we're tackling the challenges ahead.

    Go Further

    Learn more about the four growth priorities and the 12 focus areas that comprise the ANA Growth Agenda.