ANA chief lays eight tracks to drive growth beyond marketing to bottom lines

Geoffrey Precourt

The Association of National Advertisers (ANA), the trade body, is pursuing various initiatives that it hopes will fuel industry growth.

Ask Bob Liodice, CEO of the Association of National Advertisers (ANA), about the metrics that matter most to marketers, and he doesn’t get bogged down in an alphabet soup of marketing acronyms.

Instead, he has a one-word answer: “Growth.”

As he told some 3,000 delegates at the organization’s 2019 Masters of Marketing Conference, “Driving growth is the essence of what we do. It's embedded in our mission to build brands and businesses.”

The focus came to the ANA three years ago: in examining the Fortune 500 list of top-performing companies,  “only half the companies were growing in revenue...

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