Global Growth Priority
Resources
THE WORK STARTS NOW.
This page provides you with everything you need to take specific actions today to accelerate your progress. To assist you, we are also scheduling one-on-one Delegate Action Planning Sessions with each of CMO who attended the Summit. These thirty-minute kick-off sessions will ensure that you are connected to the work-streams and resources that best align with your growth priorities.
EXECUTIVE SUMMARY
2023 Global CMO Growth Summit
This year’s Summit once again brought the industry’s leadership community of CMOs together as a force for action. As the head of your organization’s marketing function, it is your responsibility to guide your company through the challenging marketing environment ahead. ANA Growth Council resources and initiatives will enable you to take the action you need to drive economic growth and advance societal good.
An Overview of Potential Pathways for the Industry - Related to Socialmedia andAdvertising Monetization
TOWARD A HEALTHIER ECOSYSTEM FOR BRANDS AND THE PEOPLE THEY SERVE
During the 2021 Global CMO Growth Council General Assembly and Leadership Forum at Cannes LIONS, chief marketers from the world’s top brands called for the global community of CMOs to take urgent action to help one another restart the economy and transform marketing into a force for growth and a force for good. The growth mandates enacted will influence new policies, practices, decisions, and tangible actions that will drive more balanced, diverse, and accountable leadership; address industry-wide shortfalls in performance; and create more human-based interactions between the people we serve and our brands. You can download recaps from both of these important sessions below.
ANA SECTION 230
Principles to Consider for a Unified Solution
CMOs find themselves at a critical juncture where new legislation may rapidly reshape the industry. We have a daunting challenge ahead, and to get there with a unified solution, the ANA is working together with Reed Smith, the BBB National Programs, CMOs, and other industry leaders.
GARM: IDEAL STATE
Recommended Actions in Light of Industry Challenges
The Global Alliance for Responsible Media (GARM) is a multistakeholder cross-industry initiative started by advertisers in June 2019 to introduce standards and solutions that reduce and remove harmful content from ad-supported digital media - informed Summit disscussion.
BBB NATIONAL PROGRAMS
Guide rails for independent industry self-regulation.
Industry-wide efforts to self-regulate, when done right, reflect a commitment to actual and sustainable change, even more so than individual company choices do. For the last 50 years, the advertising industry has stayed agile through independant self-regulation efforts.
ASPEN INSTITUTE
Commission on Information Disorder: Final Report
Recommendations to address the mis- and disinformation crisis. Callenges covered include systemic issues that create fertile ground for disinformation, accountability mechanisms for “superspreaders” of lies, and modifications to Section 230 of the Communications Decency Act.
CURATED LIST OF RESOURCES
BRAND, CREATIVITY, AND MEDIA
DATA, TECHNOLOGY, AND MEASUREMENT
TALENT AND MARKETING ORGANIZATION
SOCIETY AND SUSTAINABILITY
LIONS 2023 STATE OF CREATIVITY IN APAC
Lessons from the definitive benchmark for creative excellence and effectiveness in Asia-Pacific.
MARKETING A BETTER FUTURE
Marketing's Role in Sustainable Business Growth
Topline findings from a new study from Dentsu APAC: “Marketing a Better Future” – Sustainability – Findings and Implications for APAC Region.
Marketers are generational change agents who have a massive responsibility to drive a better future for us all. Dentsu presented findings from its study on the opportunity for marketing to drive sustainability efforts within their organization.
PEER LEARNING FORUM
Recap: February 8, 2022 | B2B Content and Creative
Facilitated by Global CMO Growth Council SMC leaders Kerrie Ann Frey (Global Creative Director, Intralox), and Lynn Pina (CMO, GeoBlue), this conversation focused on creative strategy, prioritization, and recognizing what “good” and “awesome” look like.
READ-OUT 2021 Global CMO GROWTH COUNCIL AT CANNES LIONS
Recap: September 30, 2021 B2B4H Working Team Meeting
During the 2021 Global CMO Growth Council General Assembly and Leadership Forum at Cannes LIONS, chief marketers from the world's top brands called for the global community of CMOs to take urgent action tohelp one another restart the economy and transform marketing into a force for growth and a force for good. The growth mandates enacted will influence new policies, practices, decisions, and tangible actions that will drive more balanced, diverse, and accountable leadership; addresss industry-wide shortfalls in performance; and create more human-based interactions between the people we serve and our brands.
Recap: General Assembly
Recap: Leadership Forum
LIFETIME VALUE AND EXPLORING NEW WAYS TO FRAME VALUE
Recap: September 30, 2021 B2B4H Working Team Meeting
Should B2B marketers invest more in customer retention vs. customer acquisition in order to maximize both your CLV and ROI?
HOW B2B BRANDS GROW
Recap: July 19, 2021 B2B4H Working Team Meeting
Recent research suggests that up to 95% of business customers are not in the market for many goods and services at any one time. This has profound implication for B2B marketers. The Global CMO Growth Council brought over 50 B2B Marketers together to explore this area in detail. Download the recap from this meeting to learn more.
PRIORITIZING THE CMO GROWTH AGENDA
Recap: October 5 In-person CMO Working Session at The ANA 2021 Masters of Marketing Conference
In preparation for the 2021 ANA Global CMO Growth Summit on December 13, we convened Global CMO Growth Council members for an in-person working session for the first time in 18 months.
BRAND GROWTH KPIs
New universal frameworks for B2B and B2C Brands
What brand metrics correlate most strongly to growth in your organization? What brand drivers matter most to your CEO/CFO? We’ll share the list of brand growth KPIs formed by the Global CMO Growth Council community, across multiple industries, company sizes, and regions.
BRAND GROWTH KPIs
New universal frameworks for B2B and B2C Brands
What brand metrics correlate most strongly to growth in your organization? What brand drivers matter most to your CEO/CFO? We’ll share the list of brand growth KPIs formed by the Global CMO Growth Council community, across multiple industries, company sizes, and regions.
ORGANIZATIONAL TRANSFORMATION: DRIVING THE PROCESS
Recap: June 2, 2022 | DTM Working Session with BCG
Pragmatic guidance on how to build and integrate agile routines and rituals to speed and de risk deployment of new technology while measurably delivering incremental business growth.
ORGANIZATIONAL TRANSFORMATION: BUILDING THE TEAM
Recap: May 5, 2022 | DTM Working Session with BCG
Predictive analytics, AI, and automation are essential customer-centric marketing drivers. Teams must ensure data and tech drive brand differentiation and growth. Presenters will articulate the framework and key decisions critical to successfully align MarTech, data, human resources, and business goals with this NEW marketing vision.
ORGANIZATIONAL TRANSFORMATION: ALIGNING THE VISION
Recap: February 10, 2022 | DTM Working Session with BCG
As AI and automation become essential drivers of customer-centric marketing, the strategy for and use of data and technology gain greater value in driving brand differentiation and growth. In this session, presenters identify necessary actions to align a vision for data and technology with broader business goals and practical use-cases to prioritize and quickly get started.
DATA PRIVACY AND CONSUMER CONSENT
Recap: August 12, 2021 DTM Working Session
Hear from the leading consumer research firm about the latest consumer insights on data privacy from around the world. Share best practices, lessons, opportunities and challenges that CMOs have experienced in addressing data privacy.
THE FUTURE OF THE PERSONALIZATION TECH STACK
Recap: May 25 CMO Traininig Intensive
There are several trends that, collectively, are reshaping marketing disciplines in profound ways. This CMO intensive training session was about martech as a strategic and management “operating system” by which CMOs will run marketing in an ever more digital and hyper-connected world.
MARTECH 2030
Trends in Marketing Technology
Scott Brinker (Chiefmartech.com) and Jason Baldwin (WPP) explore five trends shaping the global martech industry. Download the study for more information.
CREATING ORGANIZATIONAL READINESS TO DRIVE THE MOST FROM DATA AND TECH INVESTMENTS
Instituting an Agile Approach to YOUR Technology Stack: A variety of factors related to culture, talent, and operations must be considered as marketing organizations adopt the formal Agile systems required to replace legacy systems and drive data and technology proficiency.
AGILITY-MINDED MARKETING OATH (A.M.M.O.) FROM NAVY FEDERAL CREDIT UNION
A Lesson in Agility from one of the Fortune 100 Best Companies to Work For in 2021.
An agile culture is an environment that is underpinned by core values, behaviors and practices, enabling all levels of an organisation to better adapt to cultural, strategic, and other changes. Download Navy Federal Credit Union's A.M.M.O. for a great example of embracing an agile culture.
SMALL TO MEDIUM-SIZED COMPANY (SMC)
Recap: August 12, 2021 Task Force Session on Talent and Society
As part of a continuing Global CMO Growth Council initiative we brought together a select group of leading CMOs from small to medium-sized companies for a private discussion about the Talent and Society Growth Priorities to develop solutions for both.
SMALL TO MEDIUM-SIZED COMPANY (SMC)
Recap: April 1 Task Force Session on Talent and Brand
As part of a continuing Global CMO Growth Council initiative we brought together a select group of leading CMOs from small to medium-sized companies for a private discussion about Brand and Talent Growth Priorities to develop solutions for both.
DEI WORKING SESSION
Creating an Inclusive Culture
Too often, DEI has been more of a bolt on addition, instead of being a conscious integrated thought in what drives a company. CMOs must play a pivotal role in promoting diversity, equity, and inclusion within their companies, their supplier networks, and in the communities they operate. Download the recap from the CMO Working Group on DEI Culture, below.
DIVERSITY IN THE MARKETING WORKFORCE
Hiring and Mentoring Diverse Talent
New from The Harris Poll and HUE, a nonprofit organization that aims to amplify voices of color working in marketing, to increase our visibility, and to pave a path for BIPOC to rise within our industry, a study that lays out the stark challenges in hiring, mentoring, sustaining and promoting a diverse workforce.
DEI WORKING SESSION
RECRUITING DIVERSE CANDIDATES
Julia Goldin, the Chief Product and Marketing Officer at Lego Group and Elizabeth Rutledge, the CMO at American Express led a group of 30 Global Growth Council CMOs in a candid discussion and insight exchange on how to successfully implement systems and processes that enable the optimized recruiting of diverse entry-level candidates; as well as how to circumvent internal barriers or challenges.
SUSTAINABILITY
The Future is Mainstream Green
Introducing a New Growth Strategy outlines a roadmap for how to achieve Mainstream Green — defined as driving sustainable choices by all consumers, not just those who are moved by sustainable claims. Reaching Mainstream Green is a key opportunity for marketers to help close the intent-to-action gap by motivating customers to move beyond expressing concern for sustainability to adopting sustainable behaviors and purchasing sustainable goods/services.
DEI
Growth Council Session on Code-Switching
A highly interactive discussion on the emotional tax that diverse team members can experience, can experience and the negative consequences to employees and the company.
SUSTAINABILITY
Join the CMO Sustainability Accelerator.
In a new industry-wide collaboration led by ANA, Adweek, and Sustainable Brands, CMOs and sustainability leaders will come together in order to advance the growth agenda inside their organizations, supply chains and beyond. This Accelerator is built for marketing leaders at any stage in their sustainability journey – whether just starting out or further along – who want to learn, grow, connect and get inspired. To join, please email Meg Wubbenhorst at mwubbenhorst@ana.net or click the button below to visit the HUB and then click on “Get Involved”.
DIVERSITY: GENDER
Empowering people of all genders to reach their full potential is core to eliminating bias and driving business.
In a private Growth Council Working Session, Marc Toulemonde, Chief Digital and Marketing Officer at L’Oréal, shared how the world’s largest beauty brand has continuously evolved its strategic approach to activating equality to drive growth.
DIVERSITY: METRICS
An intimate and closed CMO Working Session focused on the most important issue of our time: Accountable Outcomes from DEI efforts.
As part of the Global CMO Growth Council’s groundbreaking DEI series, Frank Cooper, CMO at BlackRock, led chief marketers in a group discussion on building the metrics to measure and optimize the effectiveness of DEI efforts.
DIVERSITY: METRICS
An intimate and closed CMO Working Session focused on the most important issue of our time: Accountable Outcomes from DEI efforts.
As part of the Global CMO Growth Council’s groundbreaking DEI series, Frank Cooper, CMO at BlackRock, led chief marketers in a group discussion on building the metrics to measure and optimize the effectiveness of DEI efforts.
DIVERSITY: METRICS
In unprecedented collaboration, Johnson & Johnson rallied all three of its agency holding companies and global media partners (Google, Facebook, Amazon) in adopting micro-charters that support its DE&I initiatives.
ADDITIONAL RESOURCES
In an effort to help B2B marketers sustainably grow their brands and careers, the B2B Institute at LinkedIn and the Ehrenberg-Bass Institute have published a series of papers on How B2B Brands Grow:
How Brands Grow
Mental and Physical Availablity
The Double Jeopardy Law
The Duplicate Purchase Law
B2B Brand Rejection
The 95-5 Rule
RECAP: LOSS OF SIGNAL - PREPARING FOR A COOKIE-LESS FUTURE
Insight from CMOs on adapting strategies that rely on programmatic media, retargeting, or use cookies.
The Global CMO Growth Council brought together a select group of CMOs from around the world fora private peer-to-peer discussion about one of our industry’s most significant disruptions: the end of the third-party cookie. To help guide the decisions you make and establish useful frameworks for the future, this special forum addressed plans for a cookie-less environment. CMOs shared how they are adapting their own business strategies that rely on customer data now that the cookie-less and Apple IDFA-less ecosystem is imminent.
SMALL BUSINESS TASK FORCE
The Global CMO Growth Council established a task force consisting of select CMOs from leading small to mid-sized companies (SMCs).
The group explored two key elements centered around the Talent and Brand Priorities:
- Upskilling marketing teams to increase retention
- Agile culture at SMCs
- Measuring the long-term value of a brand
- Team burnout
CONNECTIONS:
The ANA Educational Foundation (AEF) Campus Speakers Program
A powerful partnership between industry and academia, AEF’s Campus Speakers Program invites advertising and marketing practitioners onto college campuses nationwide to engage with students and faculty, in-person or virtually.
DIVERSITY: ELIMINATE RACISM AND BIAS IN ADVERTISING
Stop the Hate - The Rise in Violence Against Asian Americas
This is an important resource that CMOs can use to help their marketing teams learn more about the increase in anti-Asian hate and violent crimes in America. It also provides a roadmap for what they can do to help stop these incidents and crimes from continuing to happen. Based on the member pledge from ANA’s Alliance for Inclusion and Multicultural Marketing (AIMM), the toolkit summarizes key actions, tools, and research that can be used to support brand campaigns, and help provide a safe haven for the AAPI community.
DOES BRAND STILL MATTER?
Important NEW White Paper from WARC
This important question is the focus of a major new white paper by international research and insight hub, WARC. Through our partnership with WARC, the ANA and the Global CMO Growth Council are making it available to you now, as you head into business planning for 2022. As the business world looks toward a post-pandemic world, the marketing discipline needs to rethink the way it talks about brand, and reframe it for a world of digital commerce, algorithms and almighty walled gardens. Hopefully this report will help you make a difference in your own strategies for driving growth.
INSIGHT FROM GROWTH COUNCIL CMOS ON PREPARING FOR THE FUTURE OF THE MEDIA LANDSCAPE
The loss of your ability to identify your customers and consumers cross platforms.
Third-party cookies provide marketers with identity and sensing (or “signals”) across the open ad ecosystem. They identify who the audience is as they browse, and what and where they are browsing. This sensing information then goes back into the data aggregators and/or social media platforms, which is used to build audiences and targets.
NEW TALENT PIPELINE
The AEF MADE Internship Program
The MADE internship program exposes bright students to opportunities they may not have been aware of or thought they had access to. Marketers benefit from being able to select top talent from a pool that spans racial, ethnic, geographic, and socioeconomic groups, breaking down traditional barriers to finding diverse talent and resulting in a more representative industry.
TALENT SPOTIGHT:
Inspire Together
Inspire Together celebrates 50 Talent Champions who exemplify a commitment to nurturing our next generation of talent and investing in building a stronger bridge between our industry and academia. These talent champions represent the entire industry – brands, agencies, and non-profits – and have worked tirelessly to create richer and more diverse talent pipelines for the benefit of all our organizations. Please join us as we recognize their collective efforts.
DIVERSITY: ELIMINATE RACISM AND BIAS IN ADVERTISING
How Cultural Relevance Can Be Measured and Leveraged to Drive Business
By accurately and realistically portraying all genders, races, and cultures in advertising and media, CMOs can collectively change societal attitudes and behaviors, and drive growth. Learn how in this CMO Executive Forum, featuring Gail Horwood, CMO at Kellogg North America .
RECAP: BRANDS FOR HUMANS (B4H) SUMMIT
Insight from Growth Council CMOs during the first-ever B4H Summit on April 28, 2021
Defining marketing today as B2C or B2B or “business TO anything" falls short of delivering the stakeholder value required to drive modern corporations forward. As the head of their organization's marketing function, CMOs must relentlessly focus on human centricity -- solving real human problems and needs in creative and innovative ways that develop deeper connections with all of the stakeholders that their their organizations serve. To carve a new path forward, the B4H Summit re-calibrated the foundational tenets of brand building -- creative ideas informed by rich human insights that direct the brand experience throughout all touchpoints in the enterprise. This is the B4H (Brands 4 Humans) revolution.
INSIGHT FROM GROWTH COUNCIL CMOS ON MIGRATING TO A COOKIE-LESS WORLD
Preparing for the Future of the Media Landscape — Customer Data Resilience
The Global CMO Growth Council, responding to CMOs around the world, held a private session on March 10, 2021 to begin to establish useful frameworks for effective marketing now that the cookie-less and Apple IDFA-less ecosystem is imminent. Together with subject matter experts from Deloitte, CMOs shared how they are adapting their own business strategies that rely on customer data. Discussion focused on:
- Drivers increasing the importance of privacy in marketing
- Issues organizations face capturing or using customer information for marketing
- Developing strategic relationships with Privacy/Legal and IT/Data now that the cookie-less and Apple IDFA-less ecosystem is imminent.
CMO TRAINING INTENSIVE
Scaling Personalization: New Analytic Tools To Drive Personalization Agility
Personalization at scale remains a top priority for many CMOs across industries, regions, and company sizes. Technology behind personalization at scale is always advancing, but in terms of how an organization adopts the practice, the fundamentals remain the same: deliberately think through the experience, data flows, and support that enable an ideal customer experience.
CONNECT WITH MARKETING PROFESSORS:
The AEF Visiting Professor Program
The AEF’s Visiting Professor Program (VPP) enhances professors’ understanding of current developments and practices in advertising and marketing to inform their teaching and research.
CONNECT WITH DIVERSE NEW TALENT:
HBCU Connect
AEF recruits executives from leading marketing companies or advertising agencies to visit historically black colleges and universities, virtually or physically, and speak in classes about subjects based upon the professors’ needs (e.g. media, research, IMC).
MAKE A DIFFERENCE:
AEF Give the Gift Program
Donate an ANA membership directly to a university of your choice to keep our next generation of talent engaged and the professors who educate them inspired.
CMO INTENSIVE TRAINING
Helping CMOs look much further ahead and envision what their role, their business, and our society will need in the coming months and years.
The role of the chief marketing officer is transforming faster than any other. CMOs today are responsible for a broad and complex array of functions that span technology, analytics, growth, and above all, measurable impact.
DIVERSITY: INDUSTRY
A Diversity Report for the Advertising/Marketing Industry
The overall ethnic skew of employees in the marketing/advertising industry is more diverse than ever, according to a new study by the ANA and the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM). The figure represented the highest ranking since the study’s inception in 2018.
ANA Industry Diversity Scorecard Template
Use this off-the-shelf template to measuring your organization's workforce composition and setting diversity benchmarks.
DIVERSITY
Diversity Metric Comparison Matrix
Quickly evaluate the attributes and benefits of the four leading Diversity and Inclusivity Measurement tools in this useful matrix.Compare GEM, CIIM, GD-IQ, and the Unstereotype Alliance.
DIVERSITY: ETHNICITY
Creative Women of Color Database
Find talented WOC to fuel your creativity and bust the “we can’t find any diverse talent to hire” myth.
B2B MARKETING
Insight from Growth Council CMOs on humanizing B2B brands
The Global CMO Growth Council brought together 40 CMOs and industry leaders on March 23 to launch a new working team dedicated to the opportunities and challenges faced by B2B-driven organizations. Led by Dean Aragon, the CEO of Shell Brands International & Global VP Brand at Shell; and Jann Schwarz, the Senior Director, Global Head of The B2B Institute at LinkedIn, the group discussion centered on two essential areas:
- humanizing B2B marketing – from B2B to B4H (Brands 4 Humans)
- establishing the financial value of a brand by pressure testing brand growth KPIs to ensure that they are valuable to B2B organizations.
NAVIGATING THE C-SUITE
Marketing to the CFO
Most marketers realize the customer is their most important audience. However, many marketers seem to have forgotten about a second, almost equally important audience: their CFO. In this in-depth report, LinkedIn’s B2B Institute breaks down the ways that CMOs can communicate to the CFO, and bring increased value to both their brand and themselves.
ESSENTIAL CMO INSIGHT
Talk Data To Me: How Brands Can Benefit from the Predictive Power of Trend Data (Executive Forum with Morning Consult)
From dining and entertaining to socializing and work culture, the COVID-19 pandemic has upended every industry with long-lasting change, permanently altering present and future consumer habits. When will things return to normal? What will our new normal look like? Dr. Kyle Dropp, cofounder and president of global data intelligence company Morning Consult, shared data and insights with Global Growth Council CMOs on February 23, 2021.
PLAYS OF THE GAME
How Brands are Changing their Game to Drive Growth at this Year’s Super Bowl
To those of us “inside” the industry, the big story in this year’s Super Bowl isn’t so much about WHAT we’re seeing as it is about WHY we’re seeing it. And so, what we’re seeing on screen during the game is just a small reflection of what is happening behind the scenes and some of the outcomes that the ANA and the Global CMO Growth Council are driving within the industry.
ESSENTIAL CMO INSIGHT
Spotlight US | Marketing in a Polarized Nation
Through our relationship with WARC, the Global CMO Growth Council has arranged access to select content from the launch of its "Spotlight US" series. “Marketing in a polarized nation,” is the first in the series, explores how brands can chart a path forward today. Features include:
- A video interview with renowned political marketing strategist Mark Penn.
- An article from Kirsten Maryott, Strategy Director, Wieden+Kennedy, explaining why polarization, for brands, is a good thing.
- An Opinion piece from WARC US Commissioning Editor, Cathy Taylor, detailing the report's key themes and why they create a pathway for brands.
ESSENTIAL CMO INSIGHT:
GLOBAL CMO GROWTH COUNCIL | The Next Leadership Coalition
Current events in the US have resulted in long- and short-term implications for brands and society. To address these issues in real-time, the ANA brought together a special session of the Global CMO Growth Council Leadership Coalition on Tuesday, January 19, 2021. Nearly 70 chief marketers, industry leaders, and government policy experts participated in an open discussion and insight exchange on how to best navigate brands through the current environment. In order to inform the discussion, the session also featured an exclusive preview of real-time custom research on consumer sentiment fielded by The Harris Poll.
FOR CLIENT-SIDE CMOs ONLY:
PEER-TO-PEER CLIENT-SIDE CMO CONNECT
The Global CMO Growth Council Exchange
To enable ongoing productive dialog, we are calling on all client-side CMOs to actively participate in a collaborative peer exchange forum that will benefit each CMO, their brands and our industry. We have initiated “The Global CMO Growth Council Exchange, a peer-to-peer sharing database.
ESSENTIAL CMO INSIGHT:
Post-COVID Implications for Baby Boomers in 2021
Drawing on real-time data collected from 30,000 participants around the world, Dr. Kyle Dropp, co-founder and president at global data intelligence firm Morning Consult, shares insights on the impact of the COVID-19 pandemic on 73 million strong Baby Boomer segment.
BONUS: SPECIAL REPORT
The Rise of Retail Investing in the U.S. (October 2020)
The combination of free trading apps, a well-performing bull market powered by tech behemoths, and a pandemic relegating millions of Americans to their homes has brought unprecedented attention – and momentum – to retail investing throughout the U.S. in recent months. As retail investors begin to wield more influence on the stock market, public companies and financial services are taking note.
ESSENTIAL CMO INSIGHT:
Post-Election Implications for America in 2021
To better inform the decisions you need to make now, we have arranged for an exclusive preview of research that draws upon The Harvard Center For American Political Studies and The Harris Poll’s weekly COVID-19 surveys (the same data used to inform the CDC). Click below to watch the webinar presentation.
NOTE: If you would like a PowerPoint version of the presentation, please email us at: ana-masters-circle@ana.net
ESSENTIAL CMO INSIGHT:
Crisis, Change, and Consumerism: Outlook 2021 | Presented by The Harris Poll
A special curation of insights to help CMOs plan business strategies for the year ahead by the same firm that informs the CDC and opened the recent 2020 Milken Institute Global Conference.
NOTE: If you would like a PowerPoint version of the presentation, please email us at: ana-masters-circle@ana.net
ESSENTIAL CMO INSIGHT:
Brand Activism in the Black LIves Matter Era
A summary of new thinking and best practice on brand activism in the Black Lives Matter era, from the WARC Guide. Guest Edited by Kai D. Wright, Lecturer, Columbia University, and Global Consulting Partner, Ogilvy
NAVIGATING THE C-SUITE:
CxO Interview Video Series
Join your C-Suite partner in CxO Interview video series. In partnership with Forbes, our CxO Interview Series features a CMO and their CEO, CFO, CTO, and/or CHRO to discuss the role marketing plays in driving growth and stakeholder value. Led by Jenny Rooney of Forbes, these 20-minute videos spotlight how alignment can be developed and achieved within the C-Suites of global brands and organizations. Launching January 2021. To participate with your C-suite partner(s), please email ana-masters-circle@ana.net
ESSENTIAL CMO INSIGHT:
The New Leadership Agenda
The impact of a global pandemic and recession, combined with racial injustice around the world, underscores the need for chief marketers to work together in the face of transformative change on a global scale. That’s why the ANA, in partnership with Cannes Lions and WARC, established the Global CMO Leadership Coalition.
CMO TRAINING INTENSIVE
Scaling Personalization: Mastering Personalization | Personalized Customer Experiences
Personalization at scale remains a top priority for many CMOs across industries, regions, and company sizes. Technology behind personalization at scale is always advancing, but in terms of how an organization adopts the practice, the fundamentals remain the same: deliberately think through the experience, data flows, and support that enable an ideal customer experience.
GLOBAL CMO GROWTH COUNCIL
Insight from Growth Council CMOs on Migrating to a Cookie-less World
The Global CMO Growth Council, responding to CMOs around the world, held a private session to begin to establish useful frameworks for effective marketing now that the cookie-less and Apple IDFA-less ecosystem is imminent. Together with subject matter experts, CMOs shared how they are adapting their own business strategies that rely on customer data.
GLOBAL CMO GROWTH COUNCIL
Data Privacy Transition to a Cookie-less World - How Will You Adapt?
In two years, all major browsers (Google Chrome, Firefox, Safari) will have blocked the use of third-party cookies. In addition, Apple’s new user privacy regulations will significantly impact how marketers target users on iOS. What does this mean for CMOs? To find out how chief marketers from around the world are preparing for these restrictions, the Global CMO Growth Council, in partnership with Deloitte, conducted a series of three executive working sessions in November and December 2020.
Data, technology and measurement are among the biggest and most important initiatives of the CMO Growth Council. These are the engines that will take us into the future. To help CMOs harness the power and promise of data and technology to enable peak performance, the ANA has published a series of martech procurement and implementation tools:
- Martech Procurement Checklist
- Martech Best Practices and Tips
- Sample Service Level Agreement, Annotated
- Sample Master Service Agreement, Annotated
- Sample Master Service Agreement
- 2020 Martech Glossary
Details, and access, to each is listed below.
MarTech Procurement Checklist
A step-by-step guide for procuring and managing martech that also highlights issues and resolution strategies you should consider.
MarTech Best Practices and Tips
A compilation of key insights and common pitfalls.
Sample Service Level Agreement (Annotated)
Provides an advertiser or client with a set of legal terms and conditions to address common client or customer concerns. This service level agreement (SLA) works as an amendment of or addendum to an existing or provider-side master services agreement (MSA) and includes annotated notes drawing attention to details typically addressed in the MSA.
Sample Master Service Agreement (Annotated)
A sample contract with focused terms for the procurement of martech services, including online solutions and applications. This annotated version includes clauses and provisions from the SLA, along with other terms and conditions commonly found in an agreement for use by clients or customers when procuring professional services or software-as-a-service offerings.
Sample Master Service Agreement (Clean)
A sample contract with focused terms for the procurement of martech services, including online solutions and applications.
The ANA MarTech Glossary
As the marketing technology landscape continues to grow and new vendors, services, and solutions providers expand the ability of CMO's to drive growth through the increased performance of their marketing efforts, today's marketers demand a trusted resource to better understand the myriad of terminology associated with increasingly complex tech stacks. Intended to aid this effort, the ANA's Data and Technology Practice has curated a collection of marketing data and technology terminology citing publicly published definitions from industry leading data, MarTech, and AdTech companies and trade organizations.
INDUSTRY LEADERSHIP:
The Partnership for Responsible Addressable Media (PRAM)
The Partnership for Responsible Addressable Media is a collaborative effort of the leading advertising trade associations and companies representing every sector of the global advertising industry to advance and protect critical functionalities like customization and analytics for digital media and advertising, while safeguarding privacy and improving consumer experience.
DIVERSITY: DISABILITY
Disability Equality Index
A joint initiative between the American Association of People with Disabilities (AAPD) and Disability:IN®, the DEI is a comprehensive benchmarking tool used by the Fortune 1000 to gauge their level of disability workplace inclusion.
DIVERSITY: WOMEN AND GIRLS
SeeHer
Take advantage of resources to eliminate gender bias. 75 companies have joined the #SEEHER movement. In addition to proprietary research, access to conferences, networking, and other resources the #SEEHERFORWARD Marketing Essentials Toolkit has all the essentials needed to achieve accurate portrayal of women and girls in advertising, content and media.
DIVERSITY METRIC: WOMEN AND GIRLS
Gender Equality Measure (GEM)
GEM quantifies consumer reaction to the portrayal of women in advertising and programming, complementing existing research methodology. It measures perceptions of how females are portrayed in media by asking consumers how much they agree or disagree with four statements, which are used to compile a GEM score.
DIVERSITY CASE STUDY: WOMEN AND GIRLS
Gender Equality Measure (GEM)
Learn how L'Oreal Paris, Anheuser-Busch, Hershey's, other brands create unbiased and effective advertising with measureable-media best practices
DIVERSITY GUIDELINES: WOMEN AND GIRLS
Inclusive Visual Storytelling for Women
Getty Images and SeeHer partnered to create a practical guide to help marketers create and select visual content to create unbiased, inclusive and effective advertising that will lead to measurable results.
DIVERSITY: MULTICULTURAL
AIMM
Take full advantage of resources on multicultural marketing. More than 100 companies have joined the Alliance for Inclusive and Multicultural Marketing (AIMM). In addition to proprietary research, access to conferences, network and other resources the AIIM alliance has all the essentials needed to achieve accurate and relevant portrayal of all races, ethnicities, identities and cultures.
FAST FACTS: AIMM
Infographic
Fast facts about how the leading voice in multicultural and inclusive marketing can help you create a more powerful voice that elevates your brand growth in an increasingly diverse market.
DIVERSITY METRIC: MULTICULTURAL
Cultural Insights Impact Measure (CIIM)
AIMM’s Cultural Insights Impact Measure (CIIM), is an industry-leading metric that validates the impact and effectiveness of cultural insights in ads and programmig, making a direct correlation between culture and business performance.
CMO INSIGHT: MULTICULTURAL
AIMM Diversity Report: The Power of a Modern Marketing Reset
After witnessing declines in loyalty and purchase intent from diverse segments, there is a growing interest among marketers to restore targeted efforts to maximize profit and growth. They are embedding work with cultural insights and relevant cues and strengthening segment-specific consumer/brand connections. And they are now able to quantify the benefits derived from putting culture first.
INDUSTRY MOVEMENT: MULTICULTURAL DIVERSITY
#SeeALL
AIMM’s #SeeALL is an industry-wide movement to drive increased accurate representation of Multicultural and Inclusive segments in ads and programming by prioritizing the use of cultural insights in the content in order to connect with consumers at the heart, thus maximizing corporate growth. Download the infographic to learn more.
DIVERSITY: GENDER
Unstereotype Alliance
The Unstereotype Alliance is a thought and action platform that seeks to eradicate harmful gender-based stereotypes in all media and advertising content.
CASE STUDY: GENDER EQUALITY
Unstereotype Metric
The Unstereotype Metric (UM) has been designed by the Unstereotype Alliance with Kantar to help create and track advertising content that is free of gender stereotypes, and to push for progressive portrayals of all people. Learn more in this case study featuring a global CPG brand.
DIVERSITY: RESOURCES
ANA Certified Diverse Suppliers
Updated in March 2021, this list provides curated resources of certified diverse suppliers for marketing and advertising.
Additionally, we have published a companion resource list of “Suppliers Serving Predominately Multicultural and Diverse Audiences for Marketing and Advertising, Non-Minority Owned and/or Non-Minority Certified”
DIVERSE SUPPLIER SPOTLIGHT
FREE THE WORK
FREE THE WORK is a talent discovery platform that connects industry professionals to an expanding database of vetted underrepresented creators.
ELIMINATE HATEFUL AND HARMFUL CONTENT
The Global Alliance for Responsible Media (GARM)
Join GARM and hold media providers and platforms accountable. Demand common metrics from platforms, such as the number and percent of hateful content that exists on each platform and how much is eliminated before it is seen. Demand third-party MRC auditing to verify results. Demand alternatives, so brands can advertise in safe places.
HATEFUL AND HARMFUL CONTENT: COMMON INDUSTRY STANDARDS
GARM's Brand Safety Floor and Sustainability Framework
Facebook, YouTube and Twitter, in collaboration with marketers and agencies through the Global Alliance for Responsible Media have agreed to adopt a common framework for defining harmful content that is inappropriate for advertising, and to collaborate with a view to monitoring industry efforts to improve in this critical area.
HATEFUL AND HARMFUL CONTENT
#EngageResponsibly Fact Sheet
Learn more about an open-source movement to eliminate hate speech and protect brands on Twitter, Facebook, and Instagram.
REQUEST TO JOIN THE CMO EXCHANGE
Open and active right now, the CMO Exchange puts you in direct contact with CMOs who share the same challenges that you do, and are willing to share their practices, approaches and expertise. To request your invitation to join the Global Growth Council CMO Exchange, please fill in the form below and submit it. Someone from the Global CMO Growth Council will review your request and respond back promptly.
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