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Leading Edge
AI Thrives on Voluntary Signals
Sisi Zhang, chief data and analytics officer at Razorfish, discusses why marketers should leverage zero-party data.
On Scope
Short-Termism Is Killing Your Business and Other Lessons from Season One
The On Scope team reflects on some of the most valuable lessons shared by guests during the show’s first season, highlighting insights from marketing masters like former Mastercard CMO Raja Rajamannar, Deloitte Digital’s Maggie Gross, eos’s Soyoung Kang, and more.
Marketing News
Instagram Launches Reels App for TV
Instagram wants to give TikTok and YouTube a run for their money. The Meta-owned social site on Tuesday said it is launching its Instagram for TV app in the U.S., via Amazon Fire TV streaming devices, enabling users to watch Instagram Reels videos produced by Instagram users on bigger screens. The move comes three months after Instagram rolled out a dedicated iPad app.
POVs
Five Ways B2B Marketers Can Finally Unlock the Power of Their Data
Recent research shows that B2B brands are lagging behind their B2C counterparts when it comes to leveraging data, significantly hurting their bottom-line success. These five key strategies will ensure your B2B brand is not one of them.
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Search our extensive collection of best practices, event recaps, research reports, and more.
Advertising Agencies & AI (Artificial Intelligence)
How are ad agencies using AI, and how is that affecting brand-agency relationships?
B2B Sales and Marketing Alignment
How can I align my marketing and sales departments to improve leads and revenue?
Walled Gardens
What are walled gardens, and how are marketers interacting with them?
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.
The 2025 Global CMO Growth Summit Recap
This recap captures the key actions, priorities, and commitments that will shape the industry’s 2026 Growth Agenda and outlines how the Council is uniting the world’s top marketers to drive growth with urgency and accountability.
Generative AI: How to Get Ahead of the Game
AI isn’t just another tool; it’s a transformational force that’s reshaping how brands operate, connect, and grow. Everyone needs to become the “Chief Architects” of change, here are recommendations on how you and your marketing teams can lead.
Transformation of the General Motors Brands
Learn how General Motors (GM) has undergone a sweeping transformation across its brands, fueled by a bold shift in strategy, cutting-edge AI integration, and a renewed emphasis on creative marketing.
Beyond the Base: Cross-Cultural Marketing That Connects at CBB Bank
CBB Bank’s journey from serving a niche Korean American business community to engaging a broader, multicultural audience offers a compelling blueprint for modern B2B growth. This case study, CBB&ME, explores how the bank expanded its reach by tapping into shared values across cultural segments — without relying on language-specific infrastructure.
James Baldwin 100: Building a Modern Cultural Movement Around a Literary Icon
Blending literature, culture, and digital innovation, Baldwin 100 reintroduced James Baldwin to a new generation. Through social storytelling, influencer collaborations, and cultural partnerships, the campaign turned his centennial into a dynamic, year-long celebration that reignited conversation around his work and its timeless relevance.
Unbraiding the Truth: Millennial Voices on Safety and Transparency in Beauty
This session explores how Consumer Reports' research and integrated marketing campaign combined storytelling, influencer partnerships, and community engagement to empower Millennial audiences and advocates to demand safer, more transparent beauty products.
ABX and SeeHer Report: Super Bowl Ads Miss ROI by Ignoring Female Fans
SeeHer and ABX share insights from their report 2025 Super Bowl Ads Fumble Again, highlighting how brands overlook female fans and how inclusive, authentic storytelling can drive ROI and growth.
ABX x SeeHer Report Links Updated Male Roles to Stronger Female Representation
SeeHer and ABX reveal how outdated male portrayals undermine female representation and ad effectiveness. This report offers GEM®-based strategies to modernize character roles, elevate authenticity, and drive stronger brand resonance and ROI.
Ipsos and SeeHer Report Reveals Authentic Female Portrayals Drive Measurable Brand Growth
Ipsos and SeeHer’s 2025 Strive for More 2.0 report reveals authentic portrayals of women in advertising drive growth, exposes industry gaps, and delivers actionable insights for marketers to align representation with measurable outcomes.
SeeHer and Ipsos Deliver Actionable Insights for Elevating Women’s Representation in Ads
Ipsos and SeeHer reveal how authentic, multidimensional portrayals of women in advertising drive measurable growth, expose industry gaps, and offer a category-by-category playbook to align representation with business outcomes.
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.
Advertising Calendar and Budget Template 2026
Use this to organize your advertising campaigns. Track media types, due dates, and budget info.
Agile Content Marketing Calendar 2026
Use this calendar template to keep track of your content marketing efforts through an agile approach.
Signals from the Stage
A survey from the 2025 ANA Masters of Marketing Conference by the ANA and The Harris Poll compares “marketer perception” and “public reality” side by side, a unique dual-lens approach that reveals where industry intuition aligns (or diverges) from consumer truth.
The Impact of Culture on Brand Building
Most marketers are accustomed to thinking of “culture” as shorthand for multicultural marketing. But it’s not just “who” people are demographically; it’s what they believe, what they find sacred, what they reject, and what communities they embrace.
Programmatic Transparency Benchmark: Q3 2025 Benchmark Findings
Marketers reclaimed $13.6 billion in media value in Q3 2025 as working-media share climbed to 47.1 percent. Connected TV quality surged, made-for-advertising exposure hit a record low, and 99.1 percent of spend occurred in low-risk environments — signaling a new era of efficiency, transparency, and accountability.
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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On Scope
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Tune In and Stand Out
On Scope
Representing the voice of the marketer and platforming the most consequential marketing leaders and insights.
Tune In and Stand Out
On Scope
Representing the voice of the marketer and platforming the most consequential marketing leaders and insights.
Tune In and Stand Out
On Scope
Representing the voice of the marketer and platforming the most consequential marketing leaders and insights.
Tune In and Stand Out
On Scope
Representing the voice of the marketer and platforming the most consequential marketing leaders and insights.
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