Marketing Organization and Agency Management
Structure and organization represent some of the most important decisions senior marketers can make when looking to optimize the overall marketing function.
The ANA has partnered with industry leaders in ongoing research to define the future of organizing for an optimal business performance that improves budget priorities, roles and responsibilities, agencies, and both in-house and external support functions.
The Challenge
Creating a marketing structure to deliver a constant level of quality while leveraging internal brand ambassadors and allowing for an adaptive agency management program can be tricky and foster inefficient trial-and-error processes to strike the right balance.
The ANA’s Response
Our research reports, including last year's "Payment Terms: Current Practices for Marketing Services," can give you and your brands the information — and the leg up — needed to organize effectively.
Latest Content
Articles, insights, research, and more to advance your marketing and advertising.
Quick Wins
Strategic Initiative Canvas Quick Wins
This practical, easy-to-use Strategic Initiative Canvas Template is designed to help you assess and document key initiatives, align teams, and ensure execution success.
Podcast Clips
How Marketers Can Create Wins for the Brand, the Business, and Their Partners
ANA CEO Bob Liodice shared his thoughts on how marketers can do a better job of crafting and communicating their goals, helping the broader organization and external partners to better understand the objectives and create synergy across the entire function.
Webinar Rewinds
How to Get Your Agency to Run Through Brick Walls — Without Paying More
More than one trillion dollars are spent globally on advertising. In this webinar, learn how to stop wasting dollars on suboptimal client and agency behaviors, and what great behaviors result in positive success for all partners — marketer, procurement, and agency partners.
Featured Events
National, regional, and online events to help you learn and grow throughout the year.
Industry Conferences
| June 11th |
2025 ANA In-House Agency Conference presented by Monday.com Nashville, TN |
Training
Equipping marketers with the skills they need to advance their careers, their brands, and the industry.
- 3 Steps to Marketing Planning Success (Micro)
- Agency Whispering (Half Day)
- Agency Whispering (Virtual)
Webinars
No events are currently scheduled. Please check back for future events or click the button below to see all available webinars.
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.
- In-House Agency Committee
- Advertising Financial Management Committee
- Agency Relations Committee
- Email Excellence Center Committee
- Marketing Operations and Transformation Forum
- Production Management Committee