Marketing

Ban the Binary: Why Brand and Demand Must Be Built Together

Marketing is full of binaries. Traditional versus digital. TV versus TikTok. Art versus science. But none may be more counterproductive — or more deeply entrenched — than the false choice between brand and demand.

For The Culture: How Multicultural Gen Z Creators Are Shaping Brand Narratives [REPORT]

If your brand isn't co-creating with Gen Z, it's falling behind, That is not a provocation - - it's a survival strategy

Auto ad spend shifts into high gear [REPORT]

This report is built from exclusive data shared by auto marketers, agencies, and media partners—highlighting how the industry is refining strategy and doubling down on performance-driven channels in the second half of the year.

READ ME IF YOU ARE A CMO…

These trends speak volumes. CFOs are taking the CEO seat and CMOs need to pay attention.

Radio’s Not Dying. It’s Just Forgotten How to Brag.

Radio didn’t die.  It just got embarrassed.  Embarrassed that it wasn’t TikTok. Embarrassed that it didn’t come with dashboards, lookalike audiences, or shiny programmatic buzzwords. Embarrassed that it was… well, radio.  So it started apologizing.  Apologizing for not being digital. Apologizing for not being social. Apologizing for still being, inconveniently, human-powered and effective.  That stops now.  By James Roman - Chief Growth Officer & Founder | Full-Funnel Strategy, Bold Media, and Growth That Sticks

WHEN DID “BRAND” BECOME A FOUR-LETTER WORD?

Not long ago, “brand” was the heartbeat of every CMO’s agenda.

Survey: How Marketers Are Tackling Their Agency Management Models

From April through June 2025, select ANA members were invited to answer a brief survey on their agency roster strategies.  Their responses reveal what matters most to clients when selecting new agency partners, the most popular agency roster constructions, and whether roster sizes are expected to grow over time.

The limits of AI in Marketing Mix Modelling 

In this latest edition, Inés Miranda, Group Director, Marketing Effectiveness, Ebiquity Iberia, delves into a topic transforming the marketing analytics landscape: the role of Artificial Intelligence in Marketing Mix Modelling (MMM). While AI offers remarkable speed, precision, and scalability, Inés explains why human expertise remains irreplaceable. From data quality and interpretability to the critical need for context and emotional intelligence, this piece unpacks the strengths and limitations of AI in MMM. Discover why hybrid intelligence – the fusion of machine efficiency and human insight – is the key to navigating today’s complex marketing challenges with trust and effectiveness.

Early bird insights: The secret to soaring ad effectiveness

The ability to swiftly and accurately gauge the potential of creative ideas can magnify your long-term advertising impact

Why Are Press Releases Important and Still Relevant?

Your company just landed a major client, launched an innovative product or reached a growth milestone. How do you share this news with the world? As a PR professional, you have many communication options, but the press release remains a powerhouse tool. Yet in our always-on, digital age, you may need to re-learn why press releases are important and how to leverage them for maximum impact.

Marketing is Losing the Plot

Somewhere along the way, our industry became addicted to the short term. Performance media dashboards became our north star. ROAS, CAC, MQLs, and “efficiency” became the language we speak. Brand building—the long-term investment in future demand—got crowded out by the tyranny of this quarter’s results.

Why CMOs Must Champion Brand as a Business Asset

In today's high-stakes climate, where volatility has become the norm and growth doesn't come easily, chief marketing officers need to reframe their roles not just as brand builders but as protectors of profitability. Because in truth, strong brands are not abstract ideals; they are tangible assets with real financial weight, and it's time we start treating them as such.

Speaking Their Language: The ROI of Inclusive Marketing

In this episode of The New Mainstream Podcast, Crystal Marie McDaniels, Senior Manager of Product Marketing & Acquisition (B2B) at Duke Energy, shares how leading with inclusion in the marketplace and the workplace builds stronger brands and better teams.

Need to Know: What is media fragmentation and how to reach today’s audiences?

Pause for a moment and think how you consume media in your typical day. You might start with listening to the radio or a podcast during your commute or check news alerts on a mobile app, scroll through social feeds, stream music while working, catch up on your favourite show on TV in the evening, and perhaps even glance at various billboards while driving on your way to home from work. Without even consciously realizing it, you likely engage with the media dozens of times throughout a single day. Multiply that by billions, and you begin to grasp the sheer, overwhelming diversity of how people engage with content.

People Don’t Buy Products. They Buy What Products Make Possible.

In nearly every marketing meeting, we discuss features: faster, smarter, cleaner, and cheaper.  But here’s the truth:  People don’t buy products for what they are. They buy them for what they enable.

AI and avoiding a sea of advertising sameness

Clients expect more, better, quicker, cheaper. Agencies are exploring and creating tools to help deliver on that promise while working to create new compensation models that protect their ingenuity and financial security.

The Missing Link Between Brand and Business: How Storytelling Drives Growth

In today’s data-obsessed marketing environment, we often hear about metrics, funnel conversion rates, and performance optimization. But amidst all this, one fundamental truth remains: brands that grow are brands that connect.

From Functional to Iconic: Why Vibe Marketing Breaks Through in the Era of Brand Blur

7:00 a.m. Before your caffeine hits, you've seen dozens of logos, five influencer shoutouts, and more ads than your brain can process. Most blur into the scroll. Few make you stop. Almost none make you act. We are marketers in a high-stakes attention economy, competing in oversaturated categories where brands blur together.

Cultivating and Committing to Cultural Competence

In today’s multicultural world, companies can’t ignore “cultural competence” — the ability to understand the intricacies, honor the differences, and work effectively with people from diverse backgrounds.  By Daisy Cabrera

What Brands Get Wrong About the New America, Navigating Cultural Nuance [PODCAST]

In this episode of The New Mainstream podcast, Julia Glidden, Group President, U.S. Public Affairs and Ruth Moss, SVP, Senior Client Officer at Ipsos North America unpack the findings from the newly released “Know the New America” report that explores how political, cultural, and economic shifts are transforming the consumer and business landscape.