Marketing & Media
Since opening our doors in 1996, CooperKatz has closely partnered with the ANA (Association of National Advertisers) on a range of communications initiative and support. As the U.S. marketing industry’s premier trade group, the ANA represents more than 1,000 companies – 750 of which represent over 15,000 brands that collectively spend more than $250 billion in marketing and advertising each year. CooperKatz continues to produce ANA’s flagship annual conference, Masters of Marketing. But for more than 15 years, our team also drove the PR and thought leadership outreach that helped establish ANA as the most powerful and relevant voice in the marketing industry.
When CooperKatz first began to work with the ANA in 1996, it was already a highly-notable and well-established organization representing the advertising industry since its founding in 1910. Yet it was not necessarily considered the most important, relative to its stature and influence. At that time, the advertising agency association, the 4A’s, had a more consistent and powerful voice in the marketplace – and was more often sought after by media and industry influencers for insights and commentary.
The ANA recognized an urgent need to amplify its voice and direct engagement on key issues, to meet its goal of helping to drive growth for brands, organizations and the marketing industry as a whole. This meant stepping up as a true leader of the advertising and marketing community – and becoming an indispensable resource to marketing professionals.
Over the 16 years that CooperKatz served as the PR and communications partner for the ANA, we’ve worked to position the organization and its leaders as “the” voice of the marketing industry – amplifying its perspectives on the most important issues of the day. Our work included writing speeches and bylines, publicizing research on such topics as measurement or the importance of purpose in marketing initiatives, and producing or promoting key events. We provided guidance to the ANA in forging its social channels strategy, including launching one of the very first CEO blogs in the late 2000’s for Bob Liodice. The CooperKatz team also promoted critical joint industry initiatives supported by the ANA – including Ad-ID, the standard for identifying advertising assets across all media platforms. And we continue to serve as executive producer of its flagship annual event, the Masters of Marketing.
As a result of its bold efforts in the industry, and supported by our collaboration, the ANA and its CEO became “the voice” of the industry. They are now go-to resources for scores of reporters, analysts and influencers who want insights on the marketing landscape. ANA media coverage has grown to a dominant level across both trade and top-tier outlets. And the ANA Masters of Marketing continues to hold its position as the industry’s preeminent gathering.