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.
Podcast Clips
Marketers Need to Get Better at Marketing Their Efforts Within the Organization
Along with embracing profit-related KPIs, Mastercard’s Raja Rajamannar says that marketers simply must get better at promoting their efforts across the organization in order to get the support and investments needed for success.
Research Reports
ANA In-House Agency Fact Book — 2025
The ANA In-House Agency Fact Book explores the capabilities, organizational chart (where provided), and other key data points of some of the best in-house agencies in the industry.
Partner Content
The Transformative Role of the Creative Brief in Agency Spend Management
In an industry where every dollar matters, the synergy of process between the annual scope of work, detailed creative brief, and regular budget reconciliations offers a path to sustainable success, with benefits that drive efficiencies and better creative output.
Featured Events
National, regional, and online events to help you learn and grow throughout the year.
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