ANA Growth AgendaANA 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.Association of National AdvertisersANA_9f115f98-a54d-11ea-816e-cb7c1783ea00Marketing ProfessionalsBrandsBusinessesMarketing IndustryANA OfficersMarc Pritchard ChairBob LiodiceChief Executive OfficerPaul AlexanderTreasurerChristine MannaPresident and Chief Operating OfficerBill DugganGroup Executive Vice PresidentDuke FanelliGroup Executive Vice PresidentDan JaffeGroup Executive Vice PresidentRobert RotheGroup Executive Vice PresidentBill TuckerGroup Executive Vice PresidentBrian DavidsonExecutive Vice PresidentKathleen HunterExecutive Vice PresidentNick PrimolaExecutive Vice PresidentKen BeaulieuSenior Vice PresidentSenny BooneSenior Vice PresidentChristina CurrySenior Vice PresidentWright FergusonSenior Vice PresidentMarni GordonSenior Vice PresidentLisa GuhanickSenior Vice PresidentEdward KabakSenior Vice PresidentMark KalineSenior Vice PresidentMike KaufmanSenior Vice PresidentMark LiebertSenior Vice PresidentBarbara MarkfieldSenior Vice PresidentLana MavreshkoSenior Vice PresidentKristen McDonoughSenior Vice PresidentChristopher OswaldSenior Vice PresidentTracy OwensSenior Vice PresidentKristina SweetSenior Vice PresidentRobert TrainoSenior Vice PresidentBill ZengelSenior Vice PresidentEd BergVice PresidentJessica DimaVice PresidentVivian FrouxidesVice PresidentMark A. GalliherVice PresidentJerusha HarveyVice PresidentFredrick KnechtVice PresidentSmiti KumarVice PresidentDenise McDevittVice PresidentApril RueppelVice PresidentAndrew SomerVice PresidentMichele TomeoVice PresidentWilson VargasVice PresidentGregory WrightVice PresidentMeg WubbenhorstVice PresidentDouglas Wood, Esq.GENERAL COUNSEL -- Reed Smith LLPANA Board of DirectorsPaul AlexanderEastern BankDouwe BergsmaPiedmont HealthcareLynne BiggarVisaLinda BoffGeneral ElectricChris BrandtChipotleAmanda BrinkmanDeluxeEmily CallahanSt. JudeFiona CarterAT&TSuzy DeeringeBayNorman de GreveCVS HealthJohn DillonDenny'sAlicia EncisoNestléJill EstorinoDisneyJ. Russell FindlayHiscoxMorgan FlatleyMcDonald'sRick GomezTargetGerald Johnson IIAmerican Heart AssociationAmardeep KahlonGlaxoSmithKlineDeeptha KhannaJohnson & JohnsonKeira KrauszTivity HealthWes LairdUSAARich LehrfeldWalmartAlison LewisKimberly-ClarkBob LiodiceANAMarcel MarcondesAnheuser-Busch InBevRob MasterUnileverMichelle PelusoIBMMarc PritchardProcter & GambleRaja RajamannarMasterCardElizabeth RutledgeAmerican ExpressJennifer SaenzFrito-LayDiego ScottiVerizonHeather StewartGeneral MotorsNuno TelesDiageoGail TiffordWWMatt VanDykeFordMeredith VerdoneBank of AmericaKaren WalkerIntelANA Strategic PartnersActive InternationalA+E NetworksDeloitte DigitalDisney Advertising SalesFacebookGoogleMeredithPandoraPinterestTwitterUnited States Postal ServiceXandriHeartMediaAUDIO PARTNERReedSmithLAW PARTNERCMO Growth CouncilDeveloped by the CMO Growth Council -- The CMO Growth Council was established by the ANA and Cannes Lions in June 2018 to build a roadmap for driving business growth through marketing.Cannes LionsMarc PritchardLed by Procter & Gamble Chief Brand Officer Marc Pritchard, the Council includes leading CMOs from top brands around the world.A stronger, more sustainable economic future for all brands and the people they serve_9f116254-a54d-11ea-816e-cb7c1783ea00To drive growth for marketing professionals, for brands and businesses, and for the industry._9f1165b0-a54d-11ea-816e-cb7c1783ea00Brand, Creativity & Experience_9f116768-a54d-11ea-816e-cb7c1783ea00Global Growth Priority 1Innovation & CreativityTurn the marketing function into an engine of innovation and creativity that drives business growth._9f11690c-a54d-11ea-816e-cb7c1783ea00Industry-Wide Goal 1.1Tenets, Metrics & ValueRedefine the basic tenets of marketing and more effectively measure and track brand value._9f116ab0-a54d-11ea-816e-cb7c1783ea00Industry-Wide Goal 1.2CMOsReframe 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._9f116d80-a54d-11ea-816e-cb7c1783ea00Industry-Wide Goal 1.3CMOsCustomersFuture of Advertising & MarketingDrive long-lasting growth through transformative innovations and advancements._9f116f24-a54d-11ea-816e-cb7c1783ea00Agenda Item 1.1MarketersThe Challenge -- As the more tedious and time-consuming media transactions become automated and marketers begin to fully leverage innovations like facial recognition, predictive analytics, and blockchain, companies will need to invest in the latest technology and infrastructure to meet new benchmarks of marketing success.ANA Marketing Futures Resource CenterThe ANA’s Response -- Our Marketing Futures resource center helps members delve into the latest emerging trends and technologies through hundreds of articles, videos, tools, and best practices.Marketing Futures CommitteeWe also created the Marketing Futures Committee to help marketers anticipate — and prepare for — the future of marketing.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.Brand Innovation, Creativity & ExperienceStreamline consumer pathways to create a fraud-free and efficient supply chain._9f1170be-a54d-11ea-816e-cb7c1783ea00Agenda Item 1.2BrandsThe Challenge -- Digital technologies have made it more challenging than ever for brands to stand out and be successful, and while having a distinct voice that resonates across a fragmented landscape is vital, equally important is creating a compelling customer experience and accurately measuring the brand’s overall value.ANA Information ProvidersThe ANA’s Response -- Building a successful brand requires a large investment in both time and resources. Not only do we field research to improve brand value measurement, we also offer a robust selection of workshops and courses — and more than 2,000 videos, articles, and tools — to help you meet (and surpass) customer expectations.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.Media & Supply ChainCapitalize on intellectual wealth to foster the best customer-centric brand experience._9f117280-a54d-11ea-816e-cb7c1783ea00Agenda Item 1.3MediaThe Challenge -- The exponential growth of digital media has led to massive media waste and a lack of transparency. With ad blocking accelerating, privacy breaches and consumer data misuse persisting, and the majority of consumers saying ads are annoying, eliminating non-transparent buying practices and confronting digital ad fraud must be prioritized.Media Leadership CommitteeThe ANA’s Response -- Through our Media Leadership Committee, senior-level marketers leading integrated media strategy within their organizations actively discuss and lead initiatives and research into hot-button topics like emerging media opportunities, media transparency, compensation practices, and fraud in digital advertising.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.Data, Technology & Measurement_9f117438-a54d-11ea-816e-cb7c1783ea00Global Growth Priority 2ConnectionsLeverage data and technology to connect with customers across the entire experience, at scale._9f1175f0-a54d-11ea-816e-cb7c1783ea00Industry-Wide Goal 2.1CustomersTools & AssetsCreate 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._9f1178e8-a54d-11ea-816e-cb7c1783ea00Industry-Wide Goal 2.2Best PracticesEstablish a set of universal best practices for marketing and advertising technology that specifically drives business growth. _9f117aa0-a54d-11ea-816e-cb7c1783ea00Industry-Wide Goal 2.3Measurement & AccountabilityImprove business system protocols for data management, analytics, and accountability._9f117c62-a54d-11ea-816e-cb7c1783ea00Agenda Item 2.1ConsumersThe Challenge -- The digital revolution has brought vast and detailed information about consumer behavior, as well as technology that can automate, accelerate, and scale the analysis of empirically quantified data. Mastering this knowledge and using it to more effectively deploy campaigns, however, can prove difficult.ANA Data & Measurement CommitteeThe ANA’s Response -- The ANA Data & Measurement Committee helps marketers optimize the return on their marketing and media investments while working closely with industry-wide initiatives like Making Measurement Make Sense (3MS), which is changing the way digital media is measured and transacted across the advertising industry.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.Data, Analytics & TechnologyDrive growth through the informed, effective, and responsible use of data and technology._9f117ec4-a54d-11ea-816e-cb7c1783ea00Agenda Item 2.2Marketing OrganizationsThe Challenge -- Analytics technology can transform data into insights, measure impact and optimize investments, connect online and offline touchpoints, and accurately predict future results. It is no longer a nice-to-have for marketing organizations looking toward bolstering success, it is a must-have.Data Marketing & Analytics PracticeThe ANA’s Response -- Our Data Marketing & Analytics practice provides the data strategy and management capability needed to drive growth for your organization. We’re also dedicated to advocating on issues that affect data marketing and analytics across the industry, such as privacy, transparency, codes of conduct, and standards.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.Privacy, Advocacy & Self-RegulationSteward responsible marketing to protect against encumbering legislation._9f118086-a54d-11ea-816e-cb7c1783ea00Agenda Item 2.3RegulatorsThe Challenge -- Numerous state and federal policies, as well as industry self-regulations, exist to protect the data privacy and security of consumers, but as concern and the amount of personal data available for collection and misuse grow, so does the need for a more standardized regulation.Digital Advertising AllianceThe ANA’s Response -- We are a founding member of the Digital Advertising Alliance (DAA) self-regulatory program and, through the Privacy for America coalition, we are working for strong, pre-emptive federal privacy legislation that does not unduly complicate the national marketplace.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.Talent & Marketing Organization_9f118252-a54d-11ea-816e-cb7c1783ea00Global Growth Priority 3Attraction & StructuresAttract the right talent and build the right organizational structures to maximize performance potential._9f118446-a54d-11ea-816e-cb7c1783ea00Industry-Wide Goal 3.1Curriculum & CareersAlign the academic curriculum with the business community and “market marketing” as a career choice._9f11861c-a54d-11ea-816e-cb7c1783ea00Industry-Wide Goal 3.2Business CommunityTrainingTrain marketer and agency staff to upgrade existing business performance._9f1187f2-a54d-11ea-816e-cb7c1783ea00Industry-Wide Goal 3.3Marketer StaffMarketing Agency StaffTalentContinually inspire and elevate the quality of upcoming and existing talent._9f1189fa-a54d-11ea-816e-cb7c1783ea00Agenda Item 3.1Marketing ProfessionalsThe Challenge -- Attracting new marketing talent is an ongoing challenge, especially when factored against the evolving digital landscape and increasingly diverse and multicultural consumer. Hiring new talent is just the first step, however, as retaining talent means offering tools to allow both the brand and its employees to continue on a path toward growth.Advertising Educational FoundationThe ANA’s Response -- We have leveraged the Advertising Educational Foundation (AEF) to launch the industry’s first campaign to “market marketing” and elevate it as a career of choice on campuses while simultaneously “training the world” through a broad portfolio of new and expanded courses, tools, and certification programs.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.Marketing Organization & Agency ManagementOptimize business performance through improved organizational structure._9f118bda-a54d-11ea-816e-cb7c1783ea00Agenda Item 3.2Internal Brand AmbassadorsThe 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.ANA ResearchersThe ANA’s Response -- Our research reports, including the recent “Enhancing Trust Between Marketers and Agencies” and “Managing In-House Agency Creative Content and Legal Concerns,” can give you and your brands the information — and the leg up — needed to organize effectively.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.Trust & TransparencyElevate transparency and efficiency while fueling optimized information exchange._9f118db0-a54d-11ea-816e-cb7c1783ea00Agenda Item 3.3BrandsThe Challenge -- Trust and transparency issues affect almost every aspect of the marketing ecosystem, from traditional, non-traditional, digital, and programmatic media to out-of-home, experiential events, and measurement. The more transparency brands have, the better they can manage their marketing investments and reach consumers.ANA Trust ConsortiumThe ANA’s Response -- To help address trust and transparency issues, we launched the ANA Trust Consortium, which offers brands best practices and industry standards for marketers, agencies, and suppliers. That’s in addition to multiple committees dedicated to improving trust and transparency and the industry standard Data Transparency Label.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.Society & Sustainability_9f118fcc-a54d-11ea-816e-cb7c1783ea00Global Growth Priority 4Center for Brand PurposeThe ANA’s Approach -- We help brands discover and activate their purpose through our Center for Brand Purpose and stand at the forefront of the latest research and industry-wide initiatives driving inclusivity, equality, and brand safety across the marketing industry.CMO Growth CouncilThe CMO Growth Council was established in 2018 to assemble the most vibrant, diverse, and dynamic force of chief marketers from some of the world’s most successful brands. Its ultimate aim is to support the international community with a first-of-its-kind roadmap for driving business growth through marketing.Good & GrowthEnable brands to be a force for good and a force for growth, individually and together as a community._9f1191d4-a54d-11ea-816e-cb7c1783ea00Industry-Wide Goal 4.1Social Responsibility & Environmental SustainabilityDrive purposeful marketing to facilitate social responsibility and environmental sustainability._9f1193c8-a54d-11ea-816e-cb7c1783ea00Industry-Wide Goal 4.2Diversity & InclusivenessChampion the value of, and drive results through, diversity and inclusiveness in the marketing ecosystem._9f1195ee-a54d-11ea-816e-cb7c1783ea00Industry-Wide Goal 4.3Brand Safety & Ad FraudEliminate fraudulent traffic, combat malware, and promote brand safety._9f119b70-a54d-11ea-816e-cb7c1783ea00Agenda Item 4.1Supply ChainsThe Challenge -- The current supply chain structure makes it easy and attractive to commit ad fraud with little chance of retribution, while brand-unsafe exposure, such as ads appearing on sites containing violent, extremist, and sexual content, can do profound damage and compromise the entire marketing ecosystem.Brand Safety Institute and the Trustworthy Accountability GroupThe ANA’s Response -- Not only has the ANA commissioned multiple White Ops studies on ad fraud, we are also a founding stakeholder of the Brand Safety Institute and the Trustworthy Accountability Group, and play a key role in the Global Alliance for Responsible Media (GARM), designed to make brands safe through a global collaboration of platforms, marketers, and agencies.Global Alliance for Responsible Media (GARM)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.Brand Purpose & SustainabilityLeverage purpose-driven strategies to promote societal good and brand growth._9f119d78-a54d-11ea-816e-cb7c1783ea00Agenda Item 4.2BrandsThe Challenge -- Having a reason to exist beyond turning a profit is not a novel concept for most brands, but brand purpose is growing in significance and has become a foundation for long-term business success. It is, in a sense, marketing’s new North Star. It inspires brand growth and serves to unite and guide entire organizations.ANA Center for Brand PurposeThe ANA’s Response -- The ANA Center for Brand Purpose, in partnership with the ANA Nonprofit Federation, provides access to the information nonprofit organizations need to advance responsible data-driven fundraising and marketing and helps brands discover and activate their purpose through playbooks, articles, training workshops, events, and a podcast series.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.Inclusion & EqualityCreate a lasting impact on society through championing equality and diversity._9f11a0c0-a54d-11ea-816e-cb7c1783ea00Agenda Item 4.3Under-Represented GroupsThe Challenge -- At the heart of any diversity discussion are inclusion and equality — a state of mind that must be continually nurtured, whether by providing unquestionably fair and equal opportunities for all, ensuring accessibility across all aspects of the organization, or employing more diverse and representative agency partners.SeeHerThe ANA’s Response -- We are at the forefront of research and initiatives driving more inclusivity and equality in marketing. Alongside our rich content, initiatives like the ANA’s SeeHer and AIMM are advancing the conversation. SeeHer has become the leading global movement to eliminate gender bias in marketing and media. At the same time, AIMM launched one of the boldest industry reboots ever brought to the multicultural marketplace.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.2020-06-02https://www.ana.net/aboutOwenAmburOwen.Ambur@verizon.net