4 Priorities of

Global Business Growth

Activating industry business systems to accelerate economic and societal growth.

To effectively tackle the challenges we face today, the ANA and Cannes Lions established the Global CMO Growth Council. Over the past two and a half years, the Growth Council has guided the development of operational business systems organized around the 12-point Industry Growth Agenda introduced by the ANA in 2016.

The ANA Industry Growth Agenda

To effectively tackle the challenges we face today, the ANA and Cannes Lions established the Global CMO Growth Council. Over the past two and-a-half years, the Growth Council has guided the development of operational business systems – organized around the 12-Point Industry Growth Agenda introduced by the ANA in 2016.

The 4 Priorities of the Growth Council directly influence the 12 focus areas comprising the ANA Industry Growth Agenda, engineered to lead the industry in creating a stronger, more sustainable economic future for all brands and the people they serve.

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Priority 1:

BRAND, CREATIVITY, AND MEDIA

Drive growth through more human brand experiences by ensuring that brands stay true to their purpose and shift from B2B or B2C to B4H – “Brands for Humans."

Priority 2:

DATA, TECHNOLOGY, AND MEASUREMENT

Infuse data excellence throughout the industry to drive growth-focused brand and business decision-making built on a foundation of outstanding measurement practices and marketing technology.

Priority 3:

TALENT AND MARKETING ORGANIZATION

Drive growth through increased leadership focus on organization development, from the initial talent pipeline through the current marketing organization to CMO growth.

Priority 4:

SOCIETY AND

SUSTAINABILITY

Leverage equality, inclusion, brand safety, and fraud reduction to turn our industry into a force for good that drives business growth.