ANA Growth Agenda
ANA Drives Growth -- Enterprise growth today requires a 360-degree focus on all elements of the business, including driving top-line revenue, improving business ecosystem productivity, and enhancing after-tax income growth.To effectively tackle these challenges today and for the future, the ANA and Cannes Lions established the CMO Growth Council, which has identified four global growth priorities to drive business through marketing.These priorities directly influence the 12-point agenda that comprises the ANA Growth Agenda — engineered to lead the industry in creating a stronger, more sustainable economic future for all brands and the people they serve.
Source: https://www.ana.net/about
Start: End: Publication Date: 2020-06-02
Organization: Association of National Advertisers (ANA)
Marketing ProfessionalsBrandsBusinessesMarketing IndustryANA Officers
Marc Pritchard Bob LiodicePaul AlexanderChristine MannaBill DugganDuke FanelliDan JaffeRobert RotheBill TuckerBrian DavidsonKathleen HunterNick PrimolaKen BeaulieuSenny BooneChristina CurryWright FergusonMarni GordonLisa GuhanickEdward KabakMark KalineMike KaufmanMark LiebertBarbara MarkfieldLana MavreshkoKristen McDonoughChristopher OswaldTracy OwensKristina SweetRobert TrainoBill ZengelEd BergJessica DimaVivian FrouxidesMark A. GalliherJerusha HarveyFredrick KnechtSmiti KumarDenise McDevittApril RueppelAndrew SomerMichele TomeoWilson VargasGregory WrightMeg WubbenhorstDouglas Wood, Esq.ANA Board of DirectorsPaul AlexanderDouwe BergsmaLynne BiggarLinda BoffChris BrandtAmanda BrinkmanEmily CallahanFiona CarterSuzy DeeringNorman de GreveJohn DillonAlicia EncisoJill EstorinoJ. Russell FindlayMorgan FlatleyRick GomezGerald Johnson IIAmardeep KahlonDeeptha KhannaKeira KrauszWes LairdRich LehrfeldAlison LewisBob LiodiceMarcel MarcondesRob MasterMichelle PelusoMarc PritchardRaja RajamannarElizabeth RutledgeJennifer SaenzDiego ScottiHeather StewartNuno TelesGail TiffordMatt VanDykeMeredith VerdoneKaren WalkerANA Strategic Partners
Active InternationalA+E NetworksDeloitte DigitalDisney Advertising SalesFacebookGoogleMeredithPandoraPinterestTwitterUnited States Postal ServiceXandriHeartMediaReedSmithCMO Growth CouncilCannes LionsMarc PritchardSubmitter: Owen Ambur (Owen.Ambur@verizon.net)
A stronger, more sustainable economic future for all brands and the people they serve
To drive growth for marketing professionals, for brands and businesses, and for the industry.
Goal Global Growth Priority 1:
Objective Industry-Wide Goal 1.1:
Turn the marketing function into an engine of innovation and creativity that drives business growth.
Objective Industry-Wide Goal 1.2:
Redefine the basic tenets of marketing and more effectively measure and track brand value.
Objective Industry-Wide Goal 1.3:
Reframe marketing and the role of the CMO through a customer-first lens that requires building brand equity in creativity, sharing knowledge, and combining brand experience with media.
Stakeholder(s):
CMOsCustomersObjective Agenda Item 1.1:
Drive long-lasting growth through transformative innovations and advancements.
Stakeholder(s):
MarketersANA Marketing Futures Resource CenterMarketing Futures CommitteeOther Information:
Future of Advertising and Marketing -- An array of capabilities — such as blockchain, artificial intelligence, neuroscience, and virtual reality — are transforming the present and future of marketing.The ANA proactively supports and fuels these developments and is calling on CMOs to steer the direction of these and other innovations and advancements to drive long-lasting business and brand growth.Objective Agenda Item 1.2:
Streamline consumer pathways to create a fraud-free and efficient supply chain.
Stakeholder(s):
BrandsANA Information ProvidersOther Information:
Brand Innovation, Creativity, and Experience -- Digital transformation, creativity, innovation, and technology present 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.Objective Agenda Item 1.3:
Capitalize on intellectual wealth to foster the best customer-centric brand experience.
Stakeholder(s):
MediaMedia Leadership CommitteeOther Information:
Media and Supply Chain -- The marketing supply chain is fraught with waste, inefficiency, and ineffectiveness, and it’s become more imperative than ever that marketers reduce complexity and streamline consumer pathways.The ANA is aggressively pursuing a wide spectrum of approaches to help marketers restore common-sense management to this unruly business system and create a supply chain that is fraud-free and 100 percent viewable.Goal Global Growth Priority 2:
Objective Industry-Wide Goal 2.1:
Leverage data and technology to connect with customers across the entire experience, at scale.
Stakeholder(s):
CustomersObjective Industry-Wide Goal 2.2:
Create tools and assets to navigate the dense and complicated worlds of programmatic media buying, advanced digital technologies, and new forms of cross-media measurement systems.
Objective Industry-Wide Goal 2.3:
Establish a set of universal best practices for marketing and advertising technology that specifically drives business growth.
Objective Agenda Item 2.1:
Improve business system protocols for data management, analytics, and accountability.
Stakeholder(s):
ConsumersANA Data & Measurement CommitteeOther Information:
Measurement and Accountability -- Facts, data, and reliable measurement systems are the foundations of high-quality brand and media decisions. Yet the marketing ecosystem lacks the capacity, transparency, and capability to elevate the standards of effective management.The ANA invites marketers to leverage its Data Marketing and Analytics practice to improve business system protocols for data management, analytics, and accountability.Objective Agenda Item 2.2:
Drive growth through the informed, effective, and responsible use of data and technology.
Stakeholder(s):
Marketing OrganizationsData Marketing & Analytics PracticeOther Information:
Data, Analytics, and Technology -- The proper use of data and technology represents one of the most powerful opportunities brands have to get close to customers and improve growth.The ANA is focused on creating a full suite of products and services to help data-driven marketers fuel growth through the informed, effective, and responsible use of data and technology.Objective Agenda Item 2.3:
Steward responsible marketing to protect against encumbering legislation.
Stakeholder(s):
RegulatorsDigital Advertising AllianceOther Information:
Privacy, Advocacy, and Self-Regulation -- The industry is strengthened by a robust self-regulatory system and strong advocacy/government relations programs that mitigate competitive claims and steward responsible children’s advertising.The ANA’s government relations team helps ensure the marketing industry is advanced, promoted, and protected against encumbering legislation seeking to tax marketing and media investments and to diminish free speech and information exchange.Goal Global Growth Priority 3:
Objective Industry-Wide Goal 3.1:
Attract the right talent and build the right organizational structures to maximize performance potential.
Objective Industry-Wide Goal 3.2:
Align the academic curriculum with the business community and “market marketing” as a career choice.
Stakeholder(s):
Business CommunityObjective Industry-Wide Goal 3.3:
Train marketer and agency staff to upgrade existing business performance.
Stakeholder(s):
Marketer StaffMarketing Agency StaffObjective Agenda Item 3.1:
Continually inspire and elevate the quality of upcoming and existing talent.
Stakeholder(s):
Marketing ProfessionalsAdvertising Educational FoundationOther Information:
Talent -- The dearth of talent — arguably a brand’s most important asset — coming from academia, combined with the inadequate training and development many receive, substantially limits brand and business performance.The ANA has placed its full weight behind inspiring and elevating the quality of talent from the university system and continually developing skills for existing employees.Objective Agenda Item 3.2:
Optimize business performance through improved organizational structure.
Stakeholder(s):
Internal Brand AmbassadorsANA ResearchersOther Information:
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.Objective Agenda Item 3.3:
Elevate transparency and efficiency while fueling optimized information exchange.
Stakeholder(s):
BrandsANA Trust ConsortiumOther Information:
Trust and Transparency -- Marketers today operate in the most non-transparent ecosystem in our industry's history, breeding inefficiency through poor business decisions.The ANA invites all marketers to join our members in elevating transparency across all marketing, agency management, and media platforms, and to fuel information exchange to optimize business decision-making.Goal Global Growth Priority 4:
Stakeholder(s):
Center for Brand PurposeCMO Growth CouncilObjective Industry-Wide Goal 4.1:
Enable brands to be a force for good and a force for growth, individually and together as a community.
Objective Industry-Wide Goal 4.2:
Drive purposeful marketing to facilitate social responsibility and environmental sustainability.
Objective Industry-Wide Goal 4.3:
Champion the value of, and drive results through, diversity and inclusiveness in the marketing ecosystem.
Objective Agenda Item 4.1:
Eliminate fraudulent traffic, combat malware, and promote brand safety.
Stakeholder(s):
Supply ChainsBrand Safety Institute and the Trustworthy Accountability GroupGlobal Alliance for Responsible Media (GARM)Other Information:
Brand Safety and Ad Fraud -- Today's technological underpinnings are vulnerable to subversive elements that can undermine brand safety and expose opportunities for the theft of a brand's precious media investments.The ANA has partnered with a global coalition of platforms, marketers, and agencies to eliminate fraudulent traffic, combat malware, fight ad-supported internet piracy, and promote brand safety through greater transparency.Objective Agenda Item 4.2:
Leverage purpose-driven strategies to promote societal good and brand growth.
Stakeholder(s):
BrandsANA Center for Brand PurposeOther Information:
Brand Purpose and Sustainability -- The intersection of a brand’s core consumer strategy with societal well-being is becoming crucial for the development of brand growth in this new, purpose-driven ecosystem.The ANA offers education, guidance, and leadership to help drive purposeful marketing, facilitate social responsibility and environmental sustainability, and provide marketers easy-to-understand pathways for leveraging this critical platform for growth.Objective Agenda Item 4.3:
Create a lasting impact on society through championing equality and diversity.
Stakeholder(s):
Under-Represented GroupsSeeHerOther Information:
Inclusion and Equality -- Marketers today must adapt their brand and marketplace strategies to more effectively leverage demographic changes and better champion diversity.Because inclusion and equality have never been more important to our society or critical to business success, the ANA is here to help, through both our Alliance for Inclusive and Multicultural Marketing (AIMM) and the gender equality practice SeeHer, as well as multiple committees, conferences, publications, webinars, and training.