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ANA Ethics Code of Marketing Best Practices
Good marketing builds trust. The ANA Ethics Code of Marketing Best Practices helps marketers make smart, responsible choices in everyday work—whether you are planning a campaign, using consumer data, reviewing claims, working with AI, or choosing how to reach different audiences.
Pulse
Delivering Dignity, One Coat and One Pair of Shoes at a Time
Operation Warm's VP of Marketing and communications Brenda Lee explains how new coats and shoes do more than meet basic needs — they build dignity and belonging for children. Her approach to AI, corporate partnerships, and campaigns like School Ready may reshape how nonprofits connect donors to local impact.
Marketing News
SNICKERS Launches the World's First Digital Candy Bar
SNICKERS is reframing artificial intelligence (AI) hallucinations as "hungry moments" with Hungr.AI, the brand's new digital candy bar that lets users "feed" a misbehaving chatbot a virtual bite. The Mars campaign could signal a broader shift in how legacy brands find cultural relevance in the generative AI era.
Pulse
How Georgia-Pacific Used AI to Rebuild the Programmatic Supply Chain
The Georgia-Pacific team reveals how partnering with the ANA Programmatic Transparency Benchmark Project exposed hidden inefficiencies in the programmatic supply chain at the company. The findings on governance, AI-powered curation, and working media ratios could reshape how marketers evaluate where their dollars actually land.
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Programmatic Media: Resources
What are some trends and best practices in programmatic media buying?
Influencer and Creator Marketing: Resources
Influencer marketing now drives nearly 50 percent of social sales, and global creator spending is estimated at $37.1 billion — making strategic partnerships a core growth lever for brands. Misaligned creator choices may undermine brand credibility, and the ANA's growing library of resources could help marketers build programs that scale.
Psychological Marketing: The Power of Persuasion
Behavioral science is reshaping how marketers craft messages, with experts arguing that word choice, framing, and ad simplicity can matter as much as the offer itself. New research on AI persuasion and cognitive load may force marketers to rethink what "the right message" actually means.
Beauty Brand Wardah Scales AI Growth
Wardah's artificial intelligence-powered beauty campaign combines facial analysis, AR try-on, and user content to personalize shade matching at scale. The effort may redefine how beauty brands in Southeast Asia use technology to drive conversion and long-term loyalty.
How This Car Manufacturer Let Reddit Relaunch an Established Model
Yili outpaces a better-funded rival during the 2024 Paris Olympics using real-time memes and a multi-city bus tour. The strategy earns 61 percent higher share of voice — suggesting smart engagement may outweigh big sponsorship budgets.
India's Robin Hood Army Turns Newspapers into Meals
Robin Hood Army's "Pack One for Pintu" campaign transforms newspaper delivery into a food-sharing system using foldable boxes and QR codes. The grassroots initiative, developed with agency Schbang, could scale to 4 million households and redefine how brands drive social impact on minimal budgets.
La Vie Made Bottled Water Feel Like Wellness
The La Vie brand from Nestlé Waters reversed years of decline by repositioning bottled water as a mental wellness companion for stressed Vietnamese youth. Its AI-powered "Chút Yên" platform may offer a replicable model for brands seeking cultural relevance through a purpose-led omnichannel strategy.
RECAP: Global CMO Growth Council Leadership Forum from Cannes, 2026
The Global CMO Growth Council convened one of its most consequential forums to date — bringing together someof the world's leading CMOs withleadership from the ANA, 4A's, and IAB. The forum covered Growth Council progress across its core working teams, as well as focusing on critical growth areas including Commerce Media, Marketing Talent, and AI Leadership.
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?
How to Drive Results with Smarter Asset Management and Leaner Content Production
The ANA Production Management Committee Meeting explored two sides of modern content operations. Penske Media Corporation discussed how centralized digital asset management and AI-assisted workflows are helping unlock the value of vast media archives, while Feed the Children shared how a nimble in-house content model helped drive awareness without negatively affecting fundraising.
Inclusive by Design: Winning Trust in Private Banking and Wealth Management
At the ANA's Banking and Financial Services Day, Lola Bakare and Karina Downey explored how inclusion can influence customer trust, brand relevance, and business performance in private banking and wealth management. The session focused on audience understanding, relationship-building, and responsible marketing practices.
Kimberly-Clark Built an AI Visibility Team That Won 12 Top-three Rankings in 10 Months
Kimberly-Clark built a dedicated brand discovery team that lifted all 12 of its brands into the top three artificial intelligence (AI) visibility rankings within 10 months. As AI platforms now account for 56 percent of total search volume, B2B brands without a structured AI visibility strategy may be ceding the shortlist before a buyer ever visits their site.
Marketing Measurement Glossary
The Marketing Measurement Glossary explains essential marketing metrics and concepts — including attribution, analytics, and brand valuation — for clear, accurate data interpretation.
Creators Convert More Than Brand Ads. So Why Is the Industry Still Measuring Them Wrong?
Creator ads generate 23 percent more brand memory lift than brand-made ads, yet most brands are measuring them against the wrong outcomes. A joint study from WPP Media, System1, and TikTok may reshape how marketers plan and brief creator campaigns.
ANA CMO MarTech Mastery Series: Advancing Measurement and Attribution
This MarTech Mastery Workshop focuses on how CMOs and marketing technology leaders can develop a more accurate and actionable measurement strategy to prove the value of marketing technology.
Creative Effectiveness Decoded: The Global CMO Survey
Gain Theory surveyed 115 global senior marketing leaders to explore what they believe about creative effectiveness, how they are measuring it today, what challenges they face, and whether they have the evidence they need to defend and grow creative investment.
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.
ANA Ethics Code of Marketing Best Practices
Good marketing builds trust. The ANA Ethics Code of Marketing Best Practices helps marketers make smart, responsible choices in everyday work—whether you are planning a campaign, using consumer data, reviewing claims, working with AI, or choosing how to reach different audiences.
Influencer Marketing: Reducing Waste and Optimizing Investment
This report was built with input from client-side marketers and industry experts to identify areas of waste in influencer marketing and remedies to reduce that waste. It analyzes 13 steps across the influencer marketing process and provides 37 recommendations for reducing waste and optimizing investment in influencer marketing.
Programmatic Transparency Benchmark: Q2 2026 Benchmark Findings
The Q2 2026 Benchmark shows two important pictures. Working-media efficiency kept improving; pricing efficiency, however, moved the other way. The data reinforces a measurement, clear conclusion: programmatic efficiency is driven by the ability to manage quality, price, measurement, and curate supply at scale, not by traditional transaction cost components.
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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Your digital gateway to the latest in-depth articles covering marketing thought leadership, trends, and success stories.
Tap Into Today's Headlines
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Your digital gateway to the latest in-depth articles covering marketing thought leadership, trends, and success stories.
Tap Into Today's Headlines
ANA Magazine
Your digital gateway to the latest in-depth articles covering marketing thought leadership, trends, and success stories.
Tap Into Today's Headlines
ANA Magazine
Your digital gateway to the latest in-depth articles covering marketing thought leadership, trends, and success stories.
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ANA Playbooks
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ANA Marketing Futures
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ANA Marketing Futures
Tackle challenges and achieve lasting success with these customizable tools, templates, and resources.
Demystify Emerging Trends
ANA Marketing Futures
Tackle challenges and achieve lasting success with these customizable tools, templates, and resources.
Demystify Emerging Trends
ANA Marketing Futures
Tackle challenges and achieve lasting success with these customizable tools, templates, and resources.
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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
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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