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Why Outcomes Measurement Is Becoming a Budget Imperative
As budgets tighten, marketers must link brand awareness to business outcomes. Outcomes measurement is becoming essential to defend spend, guide decisions, and prove marketing's role in growth.
Marketing News
Coach Looks to Redefine Luxury for Gen Z with New Brand Platform
Coach launches &Coach, a new brand platform repositioning luxury products as tools for self-expression rather than status symbols. The move targets gen Z, a generation that may reshape how brands build cultural relevance through co-creation and social media.
Event Recaps
How Prudential Finance Is Implementing AI While Maintaining Compliance
Prudential Financial's Jennifer Massicotte shows how embedding AI into each phase of the marketing lifecycle could turn compliance from a bottleneck into a competitive advantage. Her framework may offer a replicable model for marketers in regulated industries seeking speed without sacrificing governance.
Event Recaps
How Saatva Used Math to Settle the Brand Versus Performance Marketing Debate
Saatva CMO Joe McCambley used a predictive R-squared model to connect TV impressions to branded search and market share growth. The framework could reshape how marketers justify upper-funnel spending to finance teams.
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Marketing to the LGBTQ+ Community
LGBTQ+ consumers represent an estimated $1.4 trillion in spending power, yet 63 percent say they feel misrepresented in media. New research and brand examples reveal what authentic, year-round inclusion may require from marketers.
Pharmaceutical Trends and Best Practices
Pharmaceutical marketers are navigating a creative and strategic crossroads, balancing regulatory compliance with the emotional resonance consumers now demand. This resource hub explores how pharma brands may close the gap between safe messaging and compelling storytelling across channels.
Programmatic Media: Resources
What are some trends and best practices in programmatic media buying?
How Maybelline Changed the Face of Beauty for Asian Americans
Maybelline New York’s Face the Difference campaign, launched during Asian Pacific American (AAPI) Heritage Month, set a new benchmark for inclusive beauty marketing by authentically engaging the AANHPI community through cultural storytelling, strategic partnerships, and co-creation.
Sprite Transforms Its "Obey Your Thirst" Campaign with a Fresh Spokeswoman
The beverage brand sought to appeal to African Americans through a partnership with track and field star Sha’Carri Richardson.
Western Union’s Appeal to South Asian, Filipino, and Jamaican Communities
The campaign highlighted the brand’s emotional role in facilitating remittances in culturally specific ways.
Corona’s Beach Upgrades Empower First-Time Visitors with Disabilities
Corona launched Accessing Paradise to make Canadian beaches more inclusive for people with mobility impairments, combining accessibility upgrades with community engagement and environmental responsibility to expand access to nature.
Enterprise Growth Architecture 2.0: Beyond Marketing
Based on 500+ interviews and thousands of investor calls, this report makes the case that CMO skills — understanding people, building trust, reading organizational context — are exactly what businesses need to drive growth now. Produced in collaboration with Growth Council contributor - the Institute for Real Growth (IRG).
Winning as a B2B Brand in the Age of Gen AI Search
B2B marketers are facing a defining inflection point: as generative AI search reshapes how buyers discover, evaluate, and trust brands, the playbook that worked yesterday is no longer enough. This presentation tackles the two most pressing questions CMOs are asking right now: how do we get cited in AI search results as click-through rates plummet, and how do we build authentic human connection when AI is the mediator?
Global CMO Growth Council Forum | Adobe Summit 2026
On April 22, 2026, the ANA and PwC convened a special workshop for the Global CMO Growth Council at the Adobe Summit in Las Vegas. The session centered on a single question: as AI reshapes what marketing can do, will the function grow in strategic importance — or just reduce budget?
How Prudential Finance Is Implementing AI While Maintaining Compliance
Prudential Financial's Jennifer Massicotte shows how embedding AI into each phase of the marketing lifecycle could turn compliance from a bottleneck into a competitive advantage. Her framework may offer a replicable model for marketers in regulated industries seeking speed without sacrificing governance.
How Saatva Used Math to Settle the Brand Versus Performance Marketing Debate
Saatva CMO Joe McCambley used a predictive R-squared model to connect TV impressions to branded search and market share growth. The framework could reshape how marketers justify upper-funnel spending to finance teams.
Supporting LGBTQ+ Communities in a Complex Climate: From Nonprofit Partnership to Cultural Preservation
Only 16 lesbian bars were reported as remaining in the U.S. in 2020 — a crisis that sparked a branded docuseries now credited with more than doubling that number. Two ANA committee presentations reveal how brands can move from performative allyship to resource-driven LGBTQ+ support.
Kid-Powered, Parent-Approved: How Gen Alpha Is Rewriting the Path to Purchase
Collage Group’s 2026 Gen Alpha study explores how the traditional purchase funnel has evolved into a dynamic, non-linear system shaped by kids, parents, and culture. Drawing on survey data of households with children ages 6–13, the research highlights how Gen Alpha drives discovery, co-creation, and influence, while parents act as filters of trust and value.
From Dull to Distinctive: What Every Marketer Can Learn from the Categories That Get Emotion Right
More than 50 percent of ads generate zero emotional response, and System1's new research reveals which categories get feeling right — and why. The findings could reshape how B2B and B2C marketers approach creative strategy.
What Agentic Advertising Means for Marketers
Lori Goode, CMO of Index Exchange, simplifies the confusion, breaking down what agentic advertising means in practice, where it’s already showing up, and where marketers should focus.
May Hands-On AI Tool Sandbox Series — Jasper AI
Reserved exclusively for ANA members, this intimate training is designed to give marketers a rare opportunity to go deep with one of the most talked-about AI tools in the industry.
CTV's Share of TV Consumption, 2025
IRIS.TV and Upwave share Nielsen data that quantifies CTV’s share of TV viewership relative to broadcast and cable TV.
Marketers’ Uses of AI in 2025, by the Numbers
The ANA shares survey findings from its “Impact Pulse” report that illuminate the popularity of different AI use cases among marketers.
ROI by Media Channel, 2025
The ANA shares findings from its “Impact Pulse” report that quantify the average ROI of various marketing channels, including direct mail, email, paid search, social media, and digital display advertising.
Where Legal Definitions of "Sensitive Data" Are Trending
Agility Lab Consulting charts the changes that statutory definitions of “sensitive data” have undergone in the last several years.
ABM Account Plan Canvas 2026
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.
The Confident B2B Marketer 2026
A Confident Marketer is a senior B2B marketing leader who is confident in their ability to measure marketing's impact on financial performance. In 2025, 39 percent of senior B2B marketers qualified. In 2026, 59 percent do. Learn about 12 behaviors that consistently separate Confident Marketers from their less confident peers.
AI Transparency and Provenance Principles for Marketers
In an era when gen AI is reshaping the business landscape, the marketing industry has a unique opportunity and responsibility to lead with integrity. By establishing voluntary principles and fostering cross-sector collaboration, the industry can build a foundation of trust that benefits consumers, brands, and the broader digital ecosystem.
Media Transparency: How Far Have We Come?
Results of a new ANA survey confirm that marketers have made some progress addressing media transparency issues, but not enough. Good news — 56 percent have updated their media agency contract(s) within the past year; 70 percent have done so within the past two years.
Training Takeaways
Get smarter at a glance with career-critical insights drawn from expert-led trainings.
Eight Tips for Aligning MarTech with Strategy
Integrating marketing technology (MarTech) with marketing strategies is the deliberate alignment of your technology resources with your marketing objectives and the specific actions planned to accomplish those objectives. To achieve this integration, consider eight tips, drawn from the ANA’s on-demand training course, “Introduction to MarTech.”
Four Tips for Discovering and Distilling the Insights Necessary for a MarTech Assessment
Learn how to uncover your organization’s MarTech needs and challenges while aligning with key stakeholders.
Four Tips for an Effective MarTech Business Case
Learn the four key communication objectives, which, if followed, will give your MarTech business case clarity and earn it a receptive audience.
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Representing the voice of the marketer and platforming the most consequential marketing leaders and insights.
Tune In and Stand Out
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Representing the voice of the marketer and platforming the most consequential marketing leaders and insights.
Tune In and Stand Out
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