Marketing Knowledge Center
Industry-best content to drive business decisions.
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Marketing News Quiz
Marketing News Quiz for January 4, 2025
In this week's marketing news quiz: The next generational cohort is here; Dunkin' strikes a chord with a pop star; a new warning from the U.S. Surgeon General, and more.
Leading Edge
How Agencies and Brands Create Successful Communications Strategies in 2025
Across the media landscape, advertisers and marketers are encountering a seismic shift in media consumption patterns. Fragmentation is a challenge and an opportunity. It is one that is reshaping the traditional ways we reach audiences.
Trends and Technology
Let's Talk About Marketing Talk
Gone are the days when marketers communicated among themselves or with their agencies, as if in a large fraternity where everyone understood the jargon. As marketers grapple with a dizzying number of media channels, online platforms, and suppliers, the need to communicate in unambiguous terms has become urgent.
How to Write Successful Creative Briefs
What makes for a great creative brief, and how do I write one?
Pet Marketing
How can marketers effectively use pets in ads, as well as connect with pet owners?
Abbott Revolutionizes Traditional Trade in Vietnam with a Data Program to Assist Retailers
Abbott created a data-collection program that gave retailers in Vietnam the power of first-party data analysis normally the province of large and sophisticated organizations.
adidas Shares Local Flavor with Sneakerheads
adidas co-branded a new shoe in partnership with a legendary Dubai restaurant.
adidas’ "Running While Black" Docuseries Shows What True Commitment to Positive Change Looks Like
In the wake of Ahmaud Arbery’s heinous murder, adidas created a three-part docuseries meant to shine a light on dangers and discrimination Black individuals face while performing simple activities like running.
Recap: The 2024 Global CMO Growth Summit
Over 250 CMO delegates, collectively representing over 50 percent of the world’s marketing investments, concluded the 2024 Global CMO Growth Summit with a shared commitment to accelerate progress toward Growth Council priorities for 2025.
Creative Excellence from Cannes LIONS
Adding to the Growth Council’s Position on Generative AI, CMOs and other thought leaders have shared examples of how leading brands across many industries are successfully implementing Generative AI into their marketing strategy.
The Value of Corporate Reputation
Against a backdrop of economic uncertainty, disruptive technology, the flowing momentum of ESG and DEI, and a continued distrust in media, organizations are taking a more cautious approach to brand building, but a strong corporate reputation requires the long game. Find out how with this new research from Bloomberg Media.
LA Metro and Kevani: Harnessing Hyperlocal Strategies in Out Of Home to Elevate Brand Identity
In this presentation, discover how LA Metro used contextual content during sporting events, holidays, and cultural occasions to drive brand awareness. This use of hyperlocal campaigns is an excellent case study that highlights the power of content and location to connect with an audience.
AI Committee Meeting AI Reflection: How Far We’ve Come and Where We Are Going
In this session, get an overview of AI's progress in the last year, key milestones, and a vision for where we are headed in 2025 and beyond.
Adobe and Demandlab: The Keys to Managing Campaign Operations at the Enterprise Scale
A deep dive into why marketing campaign execution takes longer than expected and how enterprise organizations can optimize their operations through process mapping, resource allocation, and quality assurance strategies.
Harnessing the Power of Rituals
MSQ and Warc Advisory conducted a study on consumers’ rituals, and how brands can leverage them to deepen customer relationships.
From Roar to Whimper: How Modern Branding Tamed the Jaguar
The jaguar we once knew has officially been muffled. In the name of modernism, brands are scrapping the distinctive assets that once made consumers fall in love, replacing them with drab, minimalist fonts and soulless designs. Jaguar’s new logo is the latest casualty — a rebrand with aspirations but no clear link to its roots.
Nudge Theory: How Brands Can Empower Customers Through Behavioral Science
A comprehensive examination of how brands can use behavioral science and nudge theory to ethically influence customer behavior while preserving freedom of choice, featuring practical applications and case studies that demonstrate the power of small environmental changes to drive significant behavioral outcomes.
How SMB Firms Are Transforming SEO with AI
The ANA shares the results of a global survey of small- and medium-sized businesses to illuminate how these firms are using artificial intelligence in their search marketing efforts (e.g., for ranking and attracting organic traffic), as well as how effective they feel these efforts have been.
AI's Influence on Consumers' Brand Choices, by the Numbers
The Brandtech Group shares the results of a survey that reveal what proportion of consumers in different age groups have had their brand and product choices influenced by the answers generated through AI services like ChatGPT, Meta AI, and Google’s Gemini.
How to Keep Phone Contact Compliant with Consent
Law firm Troutman Amin breaks down how to maintain compliance with the rules that govern marketers’ contact with consumers on their landlines and cellphones and how to respond when consent for such contact is revoked.
21st Century Marketing Manifesto Best Practices Guide
This manifesto will discuss the modern marketing dilemma and status quo, and then describe the different kind of thinking required to manage modern marketing performance.
ABM Account Plan Canvas 2025
Use our ABM Key Account Plan Canvas to create a simple, one-page action plan for each of your target accounts.
ABM Buying Committee Diagram
Use our ABM Buying Committee Diagram to build an organizational chart of the buying committee at one of your target accounts.
ABM Campaign Plan and Checklist
Use our ABM Campaign Planning Tool to plan and execute successful ABM campaigns.
My Voice Matters: Inclusive Marketing Excellence
Learn how inclusion impacts decision-making, career progression, and belonging across the marketing and advertising industry. This study provides actionable insights to help organizations create environments where every professional can thrive.
Programmatic Transparency Benchmark: December 2024 Findings Update
The ANA announced findings from its 2024 Programmatic Transparency Benchmark Study, which provides a unified measurement framework to the programmatic advertising industry. The study finds 7.9pp improvement of ad spend efficiency, but less than half of spend reaches consumers.
Generative AI for Search Marketing
This report explores the current state of Generative AI in search marketing and its impact on SEO and SEM strategies and provides actionable insights for marketers to leverage this emerging technology while navigating its potential pitfalls.
Training Takeaways
Get smarter at a glance with career-critical insights drawn from expert-led trainings.
10 Tips for Great Creative Briefs
Advertising legend Jane Maas shares 10 tips for crafting exemplary creative briefs.
A Five-Step Mobile Marketing Decision Tree
ANA instructor Neil Feinstein helps marketers conceptualize their mobile marketing efforts as a schema with five elements.
A Taxonomy of Social Media Users
Working from definitions first laid out by Charlene Li and Josh Bernhoff in their landmark book “Marketing in the Groundswell,” ANA instructor Neil Feinstein breaks down the varieties of social media users into six categories.
Videos
A library of ANA on-demand conference sessions and highlights, webinars, podcasts, and original video content.
Explore ANA Content Channels
Blogs
Read our latest blogs examining game-changing campaigns and industry research, providing actionable takeaways from ANA events, and highlighting advocacy initiatives and regulatory issues.
Marketing Futures
With a focus on exploring innovative topics and demystifying emerging trends, ANA Marketing Futures is a crossroads for marketers to discuss, debate, and prepare for the future of marketing.
ANA Magazine
Find coverage specific to B2B, B2C, and social impact; get expert insights from content partners; and have fun with our weekly marketing news quiz.
Podcasts
Listen to insightful commentary and discussions concerning the future of marketing, the power of purpose, or legal aspects across the marketing stratosphere.