- Brand Building: What's Your Brand's Reason for Being?
Containing case studies from ANA members McAfee and Pedigree, this ANA Insight Brief covers a variety of topics, including brand-tracking, building brands through social media, and the 2010 ANA Brand Innovation Survey results.
- Production Management: Entering the Digital Era
This ANA Insight Brief contains data on print and TV production best practices, production automation, digital production, and the new SAG/AFTRA guidelines. ANA member case studies from Microsoft and Target are also shared.
- Brand Equity and Accountability
James R. Gregory, CEO and founder, CoreBrand, shares his thoughts on brand valuation and accountability in this ANA Insight Brief. An AFLAC case study is also shared.
- Legal Affairs: A Changing Environment
Topics covered in this ANA Insight Brief include self-regulation and online privacy issues, green marketing and the government, online behavioral targeting, and the emergence of cloud computing.
- Market Research: In Transition
Stacey Symonds, senior director, customer insights, Lands’ End, explores the history and future of market research in the U.S. in this Insight Brief. A firsthand ANA member case study from Lands’ End is also shared.
- Media: Providing Unlimited Options for Marketers
This ANA Insight Brief contains information on the high cost of the digital media, the future of magazines, and the growth of out-of-home advertising, as well as ANA Member Case Studies from Car-X, Hewlett-Packard, and Miller High Life.
- Marketing Accountability: Earning a Seat at the Table
Containing data from ANA members such as Church & Dwight, Lee Jeans, and Mercedes-Benz, this ANA Insight Brief touches on a variety of marketing accountability topics, including Sarbanes-Oxley, how marketers can work better with finance, and marketing measurement.
- Business-to-Business Marketing: Adapting to a New World
This collection of ANA resources on B-to-B marketing includes case studies from Intuit, Kodak, American Express, and Motorola, as well as data on how marketers can help convert B-to-B prospects into clients via the web.
- How to Determine Marketing ROI
Don Sexton, Professor of Marketing, Columbia University, explains the concept of Customer Value Added® and how it can help marketers determine ROI in this ANA Insight Brief based on his acclaimed book, Value Above Cost.
- Effecting the Shift: Let the Transformation of Marketers Begin
Industry expert, Scott Davis, senior partner, Prophet, breaks down his acclaimed book, The Shift, in this ANA Insight Brief, sharing the five steps that marketers can take in order to lift their marketing capabilities to the next level.
- Sponsorship and Event Marketing: Reaching the Consumer Everywhere
This compilation of ANA resources on sponsorship and event marketing includes data on calculating sponsorship ROI, sports signage programs, event marketing in a down economy, and ANA member case studies from Bank of America, Disney, and Dunkin’ Donuts.
- Integrated Marketing: Barriers and Opportunities
This compilation of resources on integrated marketing contains information culled from recent ANA surveys and member case studies. The challenges facing integrated marketing and best practices for overcoming them are also shared.
- Social Media: Here to Stay
This compilation of ANA resources on social media explores ANA survey results, new social media applications, and the issues surrounding the measurement of social media. Case studies from ANA members, such as Skittles and Fiskars, are also included.
- Multicultural Marketing: Targeting the New General Market
This very general overview of the ANA's resources on multicultural marketing looks at marketing to African-Americans, Hispanic-Americans, Asian-Americans, and GLBT consumers via detailed ANA member case studies from General Mills, Bank of America, and NASCAR. The results of recent ANA member surveys are also included.
- Marketing Research: Helping You Connect with Consumers
This compilation of resources on marketing research contains information on improving qualitative research efforts, web analytics, and social media research tools, as well as ANA member case studies.
- Marketing Organization: The Way to Internal Innovation
This compilation of resources on marketing organization includes information on CMO tenure, best practices for working with procurement, ANA member case studies, and tips for building a strong and successful marketing organization.
- Marketing Services Procurement Best Practices
Industry expert, J. Francisco Escobar, president and founder of JFE International Consultants, Inc., takes a look at how marketers and marketing procurement can work more effectively with their agency partners during an economic downturn. Quotes from ANA members and 3rd party consultants, best practices, and statistics are shared throughout this ANA Insight Brief.
- Scope of Work: The Devil is in the Details
This compilation of resources on scope of work includes best practices, ANA member case studies, and information on managing agency relationships.
- Production Decoupling: An Emerging Industry Trend
This compilation of production decoupling resources includes ANA member case studies, information on the growth of production decoupling in the UK, and the benefits and challenges of using a production agency.
- Green Marketing: Growing Your Business Through Sustainability
This compilation of resources on green marketing and sustainability includes best practices, ANA member case studies, and information on federal guidelines on green and sustainable marketing.
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